Kellogg’s
Question 1
Brand personality
refers to the way the brand behaves or speaks. The brand personality arte the
human characteristics and traits that the different brands assume so that they
can be able to achieve the goal of differentiation therefore, the consumers
will most probably consume the different products that have similar brand
personalities as they have. Consistency in the brand personality of the
products will ensure that there is an increase in the brand equity of the
different products (Kapferer, 2008). There are five common brand personality
types; they include the ruggedness, sophistication, competence, excitement and
sincerity.
The Kellogg’s
brand personality draws its unique traits and characteristics from the dual
marketing concept that has been applied in the firm. The brand has a classic
personality which enjoys a universal appeal across the different customers of
the firm (Kapferer, 2008). This is due to the fact that the appeal is embodied in
the Corn Flakes which are the original products that were offered by the firm.
Kellogg’s also offers wide ranging niche products which are aimed at certain
groups. The brand is associated with childhood sense of nostalgia which helps
to create greater bonds with the wider market. Also there is the desire for simple
but healthy breakfast.
The Kellogg’s
product personalities are developed due to the fact that the firm has a wide
variety of products in the different countries where it operates. Due to the fact
that the different countries have their different personalities, the products
of the firm in the different countries also have different personalities. The
Corn Flakes embodies the childhood nostalgia throughout the countries. The
other products have different personality’s for instance fun element in the
children who consume Rice Krispies and the Special K beauty amongst the women
and All Bran embodies the need to improve the health by the consumers (Dahlen,
Lange and Smith, 2010).
Question 2
Communication is a
concept that refers to the activity of the transmission of meaningful
information which has a number of participants. The communication requires a
sender who formulates the communication that is being sent, the message as well
as the audience or the recipient of the communication that will be received in
the firm (Clow and Baack, 2006). The communication can be undertaken in a
situation where the intended receiver is not aware of the intention to
communicate with them at the time when the communication is being prepared. The
above situation leads to a scenario where the communication can be able to take
place between vast spaces and distances.
Kellogg’s campaign
makes use of an integrated marketing communication mix where different modes of
communication are used together so that a seamless customer experience can be
created. Here, a similar style and tome are used in the reinforcement of the
core message of the brand. The campaign of Kellogg’s ensures that there is a
great level of cost effectiveness as the different media work as a unified
force (Clow and Baack, 2006). The television and radio advertisements are used
to arouse the curiosity and also create the awareness amongst the different
stakeholders such as the MPs, Schools that were found in the different
constituencies in the UK as well as the general public and parents. The written
communications are then sent to the stakeholders to be able to support the
message that had initially been communicated (Clow and Baack, 2007). The
face-face communications and social media are used as outlets through which the
product recommendations can be made. The recommendations will act to convince
the parents, schools and the general public to be able to purchase the
different products that are offered by the firm. The benefits of the campaign
include better consumer experience.
Question 3
Kellogg’s
influences the consumer socialization in a number of ways. First, the
socialization of the consumers is influenced by the breakfast clubs that were
established by the firm in 1998. The children in the different schools have
been able to interact with each other thus the school children who are the
consumers of the breakfast products of the firm are able to share their
experiences with the others. The breakfast club that was held at the Kellogg’s
building’s atrium is a case in point (Hoyer and MacInnis, 2008). The consumer
socialization was also promoted by the support for the social media
communication by Kellogg’s. The firm effectively briefed the mummy bloggers
about the different activities that the firm was undertaking and the firm was
able to initiate interactions amongst the consumers. Finally, the support for
the face-to-face communication between the different customers also supported
the consumer socialization in a great way especially through the different
recommendations that were provided through word of mouth (WOM) amongst the
consumers of the firm.
Kellogg’s will
persuade the parents to teach their children that Kellogg’s is a must in their
breakfast meal in a number of ways. First, there is the issue of the nostalgic
memories that the parents have of their own childhoods. These memories will be
used by the parents to be able to convince the children about the important
role that the Kellogg’s will play in their own development. Since children
always copy majority of their habits from their seniors, they will accept the
need to be able to consume the Kellogg’s products (Hoyer and MacInnis, 2008).
Secondly, the corporate social responsibility acts of Kellogg’s will also play
a role in persuading the parents to be able to consume the different breakfast
products of the Kellogg’s especially the healthy nature of the products as well
as the realization that they will be helping children who would not have the
opportunity to access an healthy breakfast.
Question 4
There are a number
of adverting appeals that can be used in the promotion of the different
products. They include:
i.
Masculine feminine appeal
ii.
Adventure appeal
iii.
Romance appeal
iv.
Fear appeal
v.
Music appeal (Ambekar, 2009).
The fear appeal is
a type of advertisement appeal that can have an incredible effect on the
individuals. The use of moderate fear can play a very important role in the
different organizations especially in the promotion of the different products (Witte,
1992). Michelin brand of tires has used fear appeal to be able to highlight the
important role that the tires can play in the reduction of the accidents on the
different roads. Fear appeal is used as a mechanism through which the humans can
be warned and protected from the situations that may be life-threatening for
instance the high rates of accidents that have claimed a huge number of lives (Witte,
1993). Due to the massive power of the circuitry of fear of the brain as
opposed to the reasoning circuitry of the brain, the intended audience will
engage in the purchase of the tires so that they can be able to escape the fear
that they may be life-threatening situations which they may be faced with while
they are driving. Due to the massive power of fear as compared against reason,
the promotion of the firm will use fear to be able to untruthfully and easily
spark a purchase reaction that is irrational and cannot be explained by any
rational thought. The fear has the ability to lead to high levels of
physiological arousal thus creation a perception amongst the intended consumers
that if they do not adopt the product, they will not be able to overcome the
outcome or even they will be faced with negative consequences (Witte, 1992).
Bibliography
Ambekar,
A 2009, Different Types of Advertising
Appeals, http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html
(6 November 2012)
Clow,
KE and Baack, D 2006 Integrated
Advertising, Promotion, and Marketing Communications, Prentice Hall
Clow,
KE and Baack, D 2007 Integrated
Advertising, Promotion, and Marketing Communications, Prentice Hall
Dahlen,
M, Lange, F and Smith, T 2010 Marketing
communications: a brand narrative approach, Chichester, UK: Wiley,
Hoyer,
WD and MacInnis, DJ 2008, Consumer
behavior, Mason, OH: South-Western
Kapferer,
J-N 2008 The new strategic brand
management: creating and sustaining brand equity long term, London: Kogan
Page
Witte,
K 1992 Putting the Fear Back into Fear Appeals: The Extended Parallel Process
Model. Communication Monographs 59,
4, pp 329-49
Witte,
K 1993 Message and Conceptual Confounds in Fear Appeals: The role of Threat,
Fear and Efficacy. The Southern
Communication Journal 58, 2, pp. 147-156
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