KELLOG’S CORPORATE COMMUNICATION STRATEGIES
The Kellogg’s company is the largest ready-to-eat cereal manufacturer in the world, employing over 13,000 people and producing over 1 billion kilos of ready-to-eat cereals annually for distribution in over 160 countries. From small beginnings in Battle Creek, Michigan the company has grown into a global organisation with factories, distribution networks and markets worldwide. Its founders Dr John Harvey Kellogg and his brother William Keith Kellogg invented the cornflake in 1894 as a healthy breakfast alternative for Dr John’s patients at his sanatorium. Over 100 years later it remains the most popular breakfast cereal around the world. This has been largely due to the Kellogg commitment to quality and its refusal to make cereals for anyone else at a time when many of their closest rivals have succumbed to pressure from large retailers and started to produce stores’ own brand versions of popular breakfast cereals. Kellogg’s corporate communication tools and strategies are analyzed in this report. To that end, a detailed interpretation of the communication visuals and texts is conducted, using semiotics, rhetorical analysis, discourse analysis an intercultural approach, attempting to relate the textual analysis to a critical assessment of the communication of the organisation.
Table of contents
1. THE KELLOG’S COMPANY: AN OVERVIEW 4 2. KELLOG’S CORPORATE COMMUNICATION TOOLS AND STRATEGIES 6 3.1. External communication 7 3.2. Internal communication 7
3.3. The Semiotics of the Kellogg’s Logo 8 3.4. Global Corporate Responsibility Reports 10 3.5. Intercultural approach of the Kellogg’s corporate strategy 12 3.6. Other corporate communication techniques 13
4. References and Bibliography 15
5. ANnEXES 15
1. THE KELLOG’S COMPANY
Kellogg Company was formed when production of Kellogg’s Corn Flakes began at W.K. Kellogg’s newly formed Battle Creek Toasted Corn Flakes Company in 1906. The ready-to-eat cereal innovation would change the way people eat breakfast worldwide. W.K. Kellogg’s product innovation and drive for market expansion influences the Kellogg Company and the food industry around the world today. W.K. Kellogg began worldwide expansion of the company in 1914. By 1938, Kellogg had build plants in England and Australia. After W.K. Kellogg’s death in 1951, Kellogg continued to expand its operations, building plants in Latin America and Asia. In 1958 Tony the Tiger won a contest over Katy the Kangaroo to become the sole spokes-character for Kellogg’s Frosted Flakes and a mainstay in American culture. Breakthrough Kellogg food innovations include breakfast convenience foods like Pop-Tarts pastries, Eggo frozen waffles, and Nutri-Grain bars. Kellogg has established itself as an industry leader with health-conscious, innovative breakfast choices like Special K, All Bran and 19 cereals. Kellogg continued to expand its operations and innovate by acquiring the vegetarian-based food group Worthington Foods in 1999 and the organic-based food group Kashi Company in 2000. Kellogg also acquired snack leader Keebler Foods Company in 2001. A multi-year global relationship with Kellogg and Disney was formed in 2002 to introduce several new cereal and snack food products to the market. With 2003 sales of nearly $9 billion, Kellogg Company (NYSE: K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin,...