CASE STUDY WITH REFERENCE FROM
CASE STUDY OF Kelloggy’s
INTRODUCTION
This Case Study Examines How Kelloggy’s Devised A Plan To Communicate
the importance of breakfast to selected target audience through a
multi-platform campaign .
This was in support of its “ Help give a Child a Breakfast ” campaign
launched in October 2011.
Kellogg’s is the worlds leading producer of
cereals, its products are manufactured in 18
countries and sold in more than 180
countries.
Its also been a leader in health and nutrition
through providing consumers with a wide
variety of food products.
Kellogg’s has been active in supporting
Breakfast clubs in schools for many years ,
working with the education charity .
Breakfast clubs provide a healthy meal at
the start of the day in a safe and friendly
environment.
Since 1998 , this partnership has set up 500
breakfast clubs in schools across the UK .
COMMUNICATION PROCESS
Sender
Encoding
Medium
Decoding
Receiver
Feedback
Barriers
COMMUNICATION PLAN
Evaluation
Findings
Channels and formats
Audience
Message
Overall objectives
Research
Specific target
CHANNELS OF COMMUNICATION Written communication
Television and radio advertising
Internet and social media
Face to face
FORMAL COMMUNICATION CHANNELS
A formal communication channel transmits information such as the goals, policies, and procedures of an organization. Messages in this type of communication channel follow a chain of command. This means information flows from a manager to his subordinates and they in turn pass on the information to the next level of staff.
An example of a formal communication channel is a company's newsletter which gives employees as well as the clients a clear idea of a company's goals and vision. It also includes the transfer of information with regard to memoranda, reports, directions, and scheduled meetings in the chain of command.
A business plan, customer satisfaction survey, annual reports, employer's manual, review meetings are all formal communication channels.
INFORMAL COMMUNICATION CHANNELS
Within a formal working environment, there always exists an informal communication network. The strict hierarchical web of communication cannot function efficiently on its own and hence there exists a communication channel outside of this web. While this type of communication channel may disrupt the chain of command, a good manager needs to find the fine balance between the formal and informal communication channel.
An example of an informal communication channel is lunchtime at the organization's cafeteria/canteen. Here, in a relaxed atmosphere, discussions among employees are encouraged. Also managers walking around, adopting a hands-on approach to handling employee queries is an example of an informal communication channel.
Quality circles, team work, different training programs are outside of the chain of command and so, fall under the category of informal communication channels.
Business engage in both Internal and External communication
Internal communication involves Share holder. Senior managers. Other employees or contractors.
External communication involves Media . Customers. Supplier . Government or wider public.
Objective Target audience
Develop greater understanding of the impact of kellogg’s
Shareholders , employees customers, national media wider public government
Change increase public awareness of the impact of breakfast
Shareholders , employees customers, national media wider public government
Raise funding for breakfast by donation made from the purchase of kellogg’s corn flakes
Consumers
Improve public perception of the company
Consumers the wide public and key opinion formers
Motivate employees be involving them in the initiative
Employees
CONCLUSION
From this case study we would like to conclude
that Kellogg's wanted to give message to the
people that healthy meal is good for health.
It also contains fiber , vitamins and minerals
which is healthy for children.
That's the reason they started breakfast club
so that children get healthy food and they also
enjoy to play, learn & socialise with
classmates.
PRESENTED BY
GROUP MEMBERS
Dharmendra Tiwari
Heeralal kumavat
Ankita Edlabadkar
Bhoomi Kakkad
Jafarali Nathani
Pravin
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