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