KELLOGG’S
Kellogg’s was faced with a severe situation in that major competitors had engaged in significant cereal price reductions to gain market share at a time when the Company’s own margins were being squeezed by higher than forecast manufacturing costs. Damage control was in order to prevent share price erosion and stifle the competition’s onslaught. Working with marketing, a carefully constructed communications plan was constructed with a price reduction strategy that utilized Kellogg’s most recognizable characters as messengers for a media event that generated stories with a pro-active tone in Kellogg’s global markets. Utilizing Kellogg’s brand "capital" the company was able to regain market share and achieve revenue targets in all categories within a three month period.