Kellogg's CEO Memo: Fighter Brand Strategy for Market Competition

As a brand consultant for Kellogg's, this memo addresses the increasing competition from retail store brands like Coles and Woolworths. The report analyzes the challenges and opportunities of implementing a fighter brand strategy, drawing insights from the provided Harvard Business Review article. The primary insight gained is the necessity of launching a fighter brand to eliminate competitors and open new market opportunities, while carefully considering the risks of cannibalization. The recommended solution involves a customer-centric approach, emphasizing the importance of understanding consumer needs through market research and offering low-price products with perceived quality. The memo also suggests adopting a proactive confrontation strategy, focusing on the overall value of the products and developing a unique selling proposition to retain consumer attention. This approach aims to effectively reduce rivals, protect the premium brand, and create a thriving business for Kellogg's.

Brand Management
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Memo
To: CEO of Kellogg’s Company
From: Brand Consultant
Date: 01.10.2019
Subject: Eliminating competition to enhance product market
The insight gained from the case
Being a brand consultant of Kellogg's, I have gained an essential insight from the case that would
be helpful for the company in overcoming the competition. The company requires to launch a
fighter brand strategy that can assist in eliminating competitors and will open a new market for
the products of the organization (Jain & Sharma, 2019). But Kellogg's requires to consider the
most noticeable hazard for enjoying the success of the brand. Cannibalization and failed to bury
competition, are the hazards that need to be negotiated carefully. The management must prevent
cannibalization by valuing the fighter brand to the other target segments (Zenker & Braun,
2017). Kellogg's need to tests the strategy which opens the market opportunities for the business
and keeps the competitors away. Therefore, the management of the firm requires to formulate the
strategy after preventing the hazards in order to get impressive outcomes. It is evident that the
strategy not only reduces rivals but also protect the brand premium.
Solution or approach
It is strongly recommended to Kellogg's Company that the management or the entire team should
focus on the needs of the customers. Listen to the consumers is the effective approach for the
organization that would allow the management to produce products as per the requirement of the

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clients. It assists in competing with competitors successfully. The company would offer low-
price products with perceived quality and special discounting offers for loyal consumers.
Furthermore, the management should avoid competitor orientation and adopt the confrontation
strategy to confront the competitors proactively. The company should focus more on the overall
value of the products and retain the attention of the consumers explaining the reason for
considering the product better than the competitors. Develop a unique selling proposition to
create a bond with the people for developing a thriving business.

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References
Jain, A., & Sharma, R. (2019). Flagship, Flanker Brands and Indian Consumers' Buying
Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited
and Procter & Gamble. IUP Journal of Brand Management, 16(1), 34-53.
Zenker, S., & Braun, E. (2017). Questioning a "one size fits all" city brand: Developing a
branded house strategy for place brand management. Journal of Place Management and
Development, 10(3), 270-287.