3. 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.
4. 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.
5. 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.
6. Since 1998 , this partnership has set up 500
breakfast clubs in schools across the UK .
9. Written communication
Television and radio advertising
Internet and social media
Face to face
10. 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.
11. 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.
12. 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.
13. 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
14. 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.
