Name: Nikita Patel
Course: Marketing Management
DSI # 01433731
Email:niks_pat87@yahoo.com
Assignment: Week # 4 Executive Summary
Professor: Dena Hale

Executive Summary:
Kellogg's Mission Statement:
Kellogg's is a global company which is committed towards long-term growth both in volume and profit. It enhances its worldwide leadership position by providing superior value nutritious food to their customers.
Its organizational strategies can be classified as below. * Leadership in innovative products * Strengthening the company's seven largest cereal market. * Develops a focused organization * Strategy of continuing to reduce the costs.
Introduction:
Breakfast is considered as the most important meal of the day. And the best choice among all is cereal breakfast which provides essential nutrients. Many people claim that skipping breakfast is the fastest way to lose weight. As they do not realize the importance of breakfast which is most important meal of the day.( Patanathabutr, Chaiyakal)
Kellogg Company is a multinational producer for breakfast foods,snack,cookies and crackers. It is famous for the production of ready to eat breakfast cereals. The company operates in the Americas Asia Pacific, Europe, Middle East, and Africa. Its headquarters is at Battle Creek Michigan and employs around 30,277 people as of December 28,2013
Rice Krispies Cereal was introduced to Kellogg's company by Eugene McKay in 1927 and was released to the public in 1928. Rice Krispies is considered a family cereal. To create the crisped rice, rice grains are cooked, dried and toasted. They expand as a result, which creates very thin and hollowed out walls that are crunchy. The cereal is known for the crackling sounds it creates when exposed to heat. The sounds, most commonly known as “Snap, Crackle and Pop” became the slogan a year later. In 1933 Snack, Crackle and Pop were created and used as the cereal’s mascots and the animated characters were introduced in 1939 (Kellog Canada, 2006). These characters were introduced for kids to help them relate to the cereal. Today, the cereal is strongly recognized by Snap, Crackle, and Pop, who are the mascots of this cereal.
IMC Objectives.
IMC Objectives can be broadly classified as below.
1.Brand awareness: By developing awareness on the target market a proper market development strategy can be pursued. Here brand awareness can be done trough regular research and see how consumers perceive them. The marketing strategy for Rice Krispies in order to move forward is by creating awareness of the versatility of the product and second it should be appealing to the chldren.To achieve the versatility objective the strategies include online advertising, in-store advertising, social-media, facebook and mobile communications. To achieve the second objective of appealing to children a new website will be created specially designed for kids.
2.Favourable Attitude: After Brand awareness comes attitude to persuade the customers to buy this product. As an IMC objective persuasion may help creating a favorable brand attitude and high intent to buy among customers. To increase the versatility of the product, Rice Krispies will not only be a breakfast cereal but will also be introduced as a bedtime snack and a cooking ingredient.
3.Brand Loyalty: The long term objective of the cereal as a bed time snack and a cooking ingredient will help develop and maintain a loyal relationship with the customers. The purpose of this IMC objective is to extract more business and attract more customers resulting in increased profit.

Market Analysis
This campaign will be targeted specifically to mothers and children between the ages of 6-17 years. The reason for targeting mothers is that major decision for buying groceries is done by women rather than men. This power often comes in the form of shopping lists to men telling them what brand to buy.
The strengths of Rice Krispies are its product extension, versatility, brand repositioning and the three mascots Snap, Crackle and Pop. The most important strength to be considered is the introduction of the cereal as a bedtime snack. The reason for this is that as consumption of other breakfast products increases as well as the overall decline in the consumption of breakfast in general altogether. Rice Krispies is going to need another motivating factor to sell their product. This is also an effective repositioning strategy because research shows no other cereal has attempted to do this leaving an untapped market for Rice Krispies.
Kellogg's market Rice Krispies as a family brand and address parents with the reason to feed their children.
Communication Strategy Plan:
Objective: The aim of marketing strategy is to understand what the customers can hear, see and feel about the product. Marketing communications is not only advertising the product on TV or internet but communicating with the customers with every input that customer can get hold of through such advertisements, public relations, sales promos and so on.
Audiences: As mentioned above the target audience is particularly females as 64% of the target markets are females who are 25-44 years olds having kids. This means female who have kids are buyers as they have the decision making power but the ultimate audience consuming this product are children. So basically children and females are targeted.

Tools & Activities: Use of social media for instance facebook can be used to promote the product as it reaches females (25-54 years of old). Here consumers can share the page and leave comments about the product to their friends. Besides this, a new website launch which can communicate how to cook the product can be helpful. The website will be named krispytreatrecipies.com This will create a sense of awareness about the product which can be used in different ways other than used as just breakfast cereal.
Social media is the fastest and cheapest method of promoting the product as this will engage many people at the same time and also can be the biggest opportunity for Rice Krispies. Facebook itself can be used to promote this product in many ways. * A totally new page for can be created which will be more thoughtful and will help reach out maximum mothers /kids and youths. * Another possibility is that facebook has unique capacity for online games. With the three mascots of Rice Krispies a new game can be created to play with/against friends promoting the product. * Yet another advantage is that people want to interact their brands with others, this can lead to both increased purchase and brand recommendation.

Apart from social media yet another method of promoting the product will be including the coupons and rewards in the box , adding a stuff toy for the character of Snap, Crackle and Pop or by introducing cereal bowls or cups with these characters on them. This would help promote the brand in a good way.
Promotional Mix
1.Personal Selling: This will include personal meetings, telemarketing, emails and correspondence.
2. Advertising: This nonpersonal promotion will help advertise the product which can be found anywhere from social media sites to magazines, newspapers, television etc.
3. Direct Marketing: Direct marketing will be targeted to the target audience (Mothers ,kids and youths). This will help generate sales and allow one way communication with the customers about the product announcements, special promotions, bulletins, inquires and so on.
4. Sales Promotion: This will include all the marketing activities besides personal selling and advertisements. This will have create a positive image about the product.
5.Public Relations: This activity will help influence the target audience and will create a favorable image about the product. Here we can create a campaign where we can make special samples of Rice Krispies to give away.

Conclusion:
This IMC proposed plan will be effective as the communications are carefully placed which target market use frequently. In order to ensure that the proposed plan works, the marketing strategy will be carefully monitored. To measure this effectiveness website traffic analysis will be conducted. This analysis will help determine the overall traffic flow. This Integrated marketing communication plan will also ensure that Kellogg's maintain the market leadership and make sure that Rice Krispies will not be taken over by competitors.

References:
Empirical Research on Brand Dan Cristian DABIJA - Awareness In Grocery Retailing-Faculty of Economics and Business Administration
Kawasaki, G.(2011).vEnchantment: the Art of Changing Hearts, Minds, and Actions. NeyYork,NewYork:the Penguin Group
Ruchirat Patanathabutr, Tewaporn ChaiyakalBehavior-Satisfaction and Demand of Customers towards Healthy Breakfast Cereal.-http://www.webmd.com/food-recipes/most-important-meal