The Big Red K
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A power point that looks into the digital marketing strategy for the Kellogg Company, more specifically a big idea that consist of creating a mobile app for their brand.
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The Big Red K
- 1. Digital Marketing – Not just Grrreat. It’s essential.
- 2. “We’ve weathered several periods when times weren’t so good and so I don’t think we’ll cancel our advertising now. In fact, we might even increase it!” – W.K Kellogg
- 5. The Website
- 7. Spending
- 9. Stats
- 10. App, Crackle and Pop
Editor's Notes
- A power point that looks into the digital marketing strategy for the Kellogg Company, more specifically a big idea that consist of creating a mobile app for their brand. The Kellogg Company has been without a mobile friendly app and website for some time and times are a differently changing. Digital marketing and the creation of a mobile app are going to be a key components in increasing the sales of the Kellogg Company completely. By creating an app for my brand, I will be expanding brand awareness and increasing brand loyalty. Making our information more easily accessible and up to date for everyone can only increase profit and growth for the Kellogg Company. By: Lexi Popovich
- W. K Kellogg didn’t have social media when he cultivated the idea for Kellogg corn flakes but his authentic values and dedication for quality has proven to stand time. The Kellogg Brand has been one of the largest cereal companies across the globe for hundreds of years. Not only providing cereal but also memories into the homes and onto the tables of families everywhere has created an image of happiness and prosperity for the Kellogg Company. Like any thing else in life, improvements are and can be expected to further growth. More specifically, these improvements will revolve around one single concept and that is a creation of a mobile app.
- Type in cereal into your search engine in Google – Kellogg’s is stated not only on the first link but also their website is listed as the 5th link on Google. I didn’t even type in GREAT cereal because that would have been biased. This is one of the simplest key words Kellogg’s could optimize and it does with ease. Other words that help Kellogg’s associate its brand with other key search engine include, happy, hungry and healthy. These are only a few of the ways Kellogg’s optimizes their websites and brand promotion strategies.
- Statistics show that the average American spends more than two hours a day on his or her mobile device. It’s no question that users are spending more and more time on their phones. To ensure that Kellogg Company stays in competition with its competitors and up to date with societal trends, a mobile app is almost expected. The Kellogg Company as of right now, does not have a mobile app. Only a website that sadly enough is not even mobile friendly.
- 23. 57% of users say they would not recommend a business with a poorly designed mobile site. (CMS Report). This brings me to the website of the Kellogg Company. Since technology has increased immensely within the past three years, web designers have created different codes to make web screening accessible for mobile phones their main priority. The Kellogg Company lacks the ability to do this by not allowing their website to shrink and keep their information all together. This creates difficulty in viewing and overall appearance to consumers causing confusion. This being said adding to the website is another improvement, that will go along with the mobile app because the creation of the mobile app while eliminate the reliability on the website and provide easier and a more accessible place for users to go.
- Companies including General Mills, Betty Crocker and Kraft Foods (also known as Post Cereals) have all provided mobile users with apps to solidify their brands and consolidate new audiences. It’s no longer the case of asking whether mobile marketing is important, because we know that it is. The question is how to establish the right marketing techniques to cultivate consumers and ensure brand awareness. . Apps created by some of the largest app companies are likely to cost anywhere between $500,000 to $1,000,000. This isn’t including a maintenance charge that comes with contracts for third party employers. This cost on estimate is about 20,000 per year just to maintain a mobile app (aiming on the low end of the spectrum). This being said $700,000 will be the budget for the Kellogg Company’s mobile app.
- The rewards far outweigh any alternative and the KPI'S will be measured by increasing revenue by 20% this year and by achieving this goal through digital marketing or apps and brands will be more profitable. The KPI'S will be measured on a monthly basis so that we can precisely measure where the growth is coming from and how much is coming in. Total app revenues are projected to grow from $45,37B to 2015 to $76,52B in 2017. Realistically, budgets of $700,000 with the ultimate outcome of revenues of up to $76,52B are numbers the Kellogg Corporation should definitely take into account since the leading result is growth and exponential brand awareness. W. K Kellogg and his values have stuck with us for decades and a mobile app allows for these ideas to continue for more generations to come.
- The Kellogg Company app will consist of a white box with a big red letter “K” in the middle. The inside of the app will include everything the website has to offer and more. Links to any information outside of the Kellogg Company that would provide relevance, including other organizations with volunteering options, business inquirers, job applications and quick and simple ways to post questions on a forum or privately, couponing and reward points. Kellogg is the second largest cereal marketer, using the television, Internet and supermarkets to reach parents and children. This being said incorporating a section for kids, that include games and fun reward points will stick to the authentic values W.K established long ago.
- Next, there will be no charge for the initial download of our mobile app, since our main goal is to increase brand awareness and include consumer initiative and incentives within the app, a fee is not necessary and could also prove to spike downloads. Some of Apple’s best top grossing apps is ironically free. For example, enhancing users in-store shopping experiences with an app that lets shoppers scan all products for additional information or provide couponing options for users that have the app will increase sales and consumer equity. The Kellogg Company offers digital couponing through Meijer, Mperks app and target cartwheel but its not well promoted. Running promotions in stores to attract costumers such as on or around holidays could also increase growth and revenue. Since the Kellogg Company chooses the dates for promotions and not the grocery stores, this is something completely under our control and under our ability to improve.
- Although their website is displayed nicely and the colors of red and white make it appear clean and user friendly. A mobile app is necessary for the growth. I think the use of more colors; possibility even blue could appear to be more inviting. I find myself getting distracted by all of that white and it is hard for my eyes to focus just on one thing. I love the slideshow idea and the changing of social media platforms. I would improve the layout of their drop down menu as well. Nutrition is the first text that comes down. Nutrition, important enough but I think “Who We are” should be the first link then “What We Believe in” these are things not seen on our cereal boxes everyday. I can read the nutrition facts on the cereal boxes but not what a company stands for. This is what intrigues a consumer and keeps them coming back for more. Kellogg’s has continued to be a staple in most households in the United States and across the world and not just because they’re GR-R-REAT.