Brand portfolio & leveraging

Kellogg's is a company of promise and possibilities. Each day represents a fresh opportunity to share Our Vision, live Our Purpose.
By being mindful and committed to these ideals, they uphold their founder’s dedication to people and their well-being. And it promotes an environment where they can push beyond boundaries and across borders to create foods and brands that help to fuel the best in everyone everywhere.
It is this belief that brings them together and sets them apart.

Our Vision: To enrich and delight the world through foods and brands that matter.
Our Purpose: Nourishing families so they can flourish and thrive.

The products that kellogg's is offering are kellogg's special k, pringles, cheeze IT, Mother cookies, Corn flakes, kellogg's crunchy nut,   kellogg's Coco pops etc.

Kellogg's different product lines will have a great potential for gaining greater profit margin as they have launched successful products in their overall portfolio and provide rich quality products to their customers that helps to raise their brand equity as well it helps to gain a huge market share. These different product offerings will ensure maximum coverage and gain economies of scale. It also aid in getting shelf space in many departmental stores such as in Bangladesh perspective max products are available in AGORA, Meena bazar and shopno as kellogg's is a leading brand. 

Kellogg's also have flagship brands and flankers under their portfolio as they provide POP'S in align with their competitors and provide varieties of flavors and used different ingredients according to their respective customers preference and taste. They also have cash cow brands such as CORN FLAKES, PRINGLES, MURRAY SUGAR FREE, Kellogg's CRUNCHY NUTS as these brands will provide max earnings for Kellogg's.

They also contribute into demo and psychographic segments as they have high end and low end products under their portfolio and the prices are different for each brand. e.g. pringles is for low end users but special k and murray sugar free are for high and mid users.

On the other hand, leveraging is another vital component and tool for kellogg's to ensure prosperity. Kellogg's follow max tools for assuring the leveraging their brand equity with others. These include-

Company as they used all three components of company for leveraging their brand such as they create a new brand name include MURRAY sugar free, Pringles,  mother cookies and froot loops. They modified their brand such as they launched different flavors for PRINGLES such as pringles original salt, salt & vinegar & barbeque etc. They combine the existing and new brand name together such as Kellogg's special K.

Event sponsorship they contributed to gain a full market coverage by sponsoring in sports events and other cultural programs where they can promote their brand .

   

Celebrity endorsement

 Licensing

 YoCrunch Yogurt—a pioneer in separating toppings from yogurt by use of a clear domed cup lid—has created strategic partnerships through the years with brands like Kellogg’s, Oreo, and M&M’s. When YoCrunch wanted to introduce cereal bowls as an extension to their successful product line, they worked closely with Kellogg’s to use the Fruit Loops product, logo, and recognizable icon Toucan Sam as part of the packaging. For kids who had never heard of YoCrunch before, seeing the familiar face of Sam gave them the comfort to try something new.

References

1. http://www.hugheslink.com/blog/?p=225
2. http://www.kelloggs.com/en_US/by-brand.html
3. http://www.kelloggcompany.com/en_US/brandportfolio.html
4.  https://www.youtube.com/watch?v=oqxR5yOrzkg