Report Writing: The Kellogg’s Company

This report provides an analysis of The Kellogg’s Company, focusing on their technology and trademarks, producing breakfast cereals based on consumer behavior, and the use of dyes in their products.

Running Head: REPORT WRITING 0
Business Report Writing
Report: The Kellogg’s Company
(Student Details :)
1/11/2019

Report Writing 1
Contents
Report: The Kellogg’s Company...............................................................................................2
1. Introduction: Breakfast Cereals..........................................................................................2
2. Kellogg’s Company............................................................................................................2
Aspect 1: Technology and Trademarks..................................................................................4
Aspect 2: Producing best and variety of Breakfast Cereals through focusing on consumer’s
behaviour................................................................................................................................4
Aspect 3: Dyes in the Kellogg’s Products..............................................................................5
3. Conclusion and Recommendations.....................................................................................6
4. References...........................................................................................................................7

Report Writing 2
Report: The Kellogg’s Company
1. Introduction: Breakfast Cereals
The main purpose of the report is to demonstrate academic literacy as well as research skills.
Moreover, the structure, format, cohesion and coherence of report writing will be
demonstrated.
The size of global breakfast cereal market was valued at USD 37.44 billion in the year 2016.
Hence it is projected for expanding at a CAGR of 4.3 per cent from the year 2017 to 2025
(BizVibe, 2018). One of the major trends that are accelerating market growth of global
breakfast cereal is growing attractiveness of on-the-go breakfasts, tied with rising demand of
organic cereals as well as growing health awareness among customers. Moreover, rising
impact of westernization on nutrition habits of mid-class population is contributing
considerably to the demand for more kinds of breakfast cereals in the Asia Pacific (BizVibe,
2018).
Source: (BizVibe, 2018)
Figure 1: Global Breakfast Cereals Market
2. Kellogg’s Company
Now days, an evolving food retail infrastructure with rising awareness about health benefits
of eating grain-based breakfasts is supporting the development of the global breakfast cereal
market.

Report Writing 3
Source: (BizVibe, 2018)
Figure 2: Kellogg’s Company ranking among other yield companies
This report is based on FMCG product company “Kellogg” which is one of the best breakfast
cereal companies, also an emerging company of Australia FMCG market since 2015
(Marketing91, 2018). The main product of this company is Kellogg’s Special K (herein after
referred as K-Product) is a crunchy and tasty ready-to-have wheat and rice breakfast cereal.
K-product is a noble source of fibre, low fat product, as well as contains high B vitamins.
Kellogg’s offers a fresh feel to start the day with healthy and delighted breakfast cereal with
full of energy (Kellogg's, 2018).
Breakfast cereals provided by the Kellogg’s Company are offered in kinds of variety, at the
same time essential element is grains. Moreover, majorly used grains contain oats, barley,
rice, wheat, and corn. Additionally, some hot cereals like oat meals do not contain any other
ingredients while other variations may contain colouring agents, salts, yeast minerals,
sweeteners, vitamins, and important food preservatives (Hudson, 2018).
The company was established in 1898, yet it has achieved benchmark in Australian market in
the year 2006 and became the first company which is now providing numerous choices for
breakfast cereals. Further, in the year 2015 it has achieved a never ending growth in FMCG
market of Australia (The economist, 2018). Kellogg’s Pty Ltd. attained first rank among the
topmost dealers of breakfast cereals in the year 2015. Hence, the retail value sales of the
Kellogg’s company were 32 % in 2015 (Marketing91, 2018).

Report Writing 4
Aspect 1: Technology and Trademarks
Generally, the products of Kellogg’s company are marketed under their set trademarks.
Besides, the principal trademarks of Kellogg’s company include brand names, house marks,
slogans, as well as designs associated with cereals, snacks and other breakfast foods marketed
and manufactured by them. Additionally, the company also allow licenses to third parties for
using these trademarks on several goods (Keegan and Rowley, 2017).
On the other hand, Kellogg’s company devote important focus to the advanced technologies
while developing new products (World Economic Forum, 2018). In this way, the research,
development as well as technology process functions of company’s business is totally
directed towards developing and inventing new technologies for producing food (World
Economic Forum, 2018). The enthusiasm of the company for the newly invented technology
to process food is so huge that they may not be successful while developing new products but
company always contributes into technological invention (Kollat, Engel and Blackwell,
1970).
Aspect 2: Producing best and variety of Breakfast Cereals through focusing
on consumer’s behaviour
The Kellogg Company’s best quality at which the company is doing excellent work is their
manufacturing based on consumers’ behaviour. Kellogg Company analyse their customer’s
needs, wants and feedbacks for K-Products so that they can further improve for the better
consumer satisfaction. In order to analyse consumers’ behaviour Company utilize
environmental influences, individual differences as well as psychological processes of their
customers (Perner, 2018). This aspect of production and modifying products time-to-time
according to the wants of the consumers is the best thing of the Kellogg’s Company and it
has allowed the company to reach at the supreme heights (Kumar et al., 2009).
This aspect of focusing on consumers’ behaviour for the Kellogg’s products gives the power
of understanding consumers which ultimately provides the supremacy over the others as they
can supply according to the consumer’s demands and it will never let company down among
the Australian market (McDONALD and M.A.L.C.O.L.M., 2016).

Report Writing 5
Source: (Forbes, 2015)
Figure 3: Global Breakfast Cereals Market by Geography
Aspect 3: Dyes in the Kellogg’s Products
As per the survey, reports and other sources, Kellogg’s is still using food dyes to colour some
of their products, specifically their fruit contained snacks (Rudov and Ricket, 2017). As we
all know that the dyes are not at all good for the health as they are unnatural, and they always
have been scientifically associated to hyperactivity, allergies and bad sleep practises in
children. Moreover, some dyes, such as Yellow-5 and Red-40, are measured as carcinogenic
(World Economic Forum, 2018). In this context, the FDA has already banned Red-3 in
medicines and cosmetics due to its cancer-causing properties, yet some entities mysteriously
use this in food products which are harmful (Pearlson, Saunders and Galletta, 2016).
Therefore, petition requested Kellogg’s for removing the unnatural food dyes from the fruit
snacks from the health and safety perspective of children. Hence far, the Kellogg’s Company
has completely overlooked the public’s pleas and continuously using dyes in their products
(Kellogg's, 2018).

Report Writing 6
3. Conclusion and Recommendations
In conclusion, academic writing skills have been successfully demonstrated with the help of
this report writing. The report has successfully examined the Kellogg’s company through
covering their two positive and one negative aspect in Australian market. Moreover, the
writer has grounded the reader in the topic of report writing through presenting the global
breakfast cereals industry which the report is focusing on. It has also described the Kellogg’s
company within the breakfast cereals industry. In this way, the report has analysed the
Kellogg’s company through specifying two major aspects that the company does well as well
as one aspect on which it is criticised for. Finally, Kellogg’s is rising as one of the best
breakfast cereal company in the Australian market while having strong commands over their
customers and implementing technological innovation for ensuring food security. However,
there are so many aspects over which the company can work and improve to become best
breakfast Cereals Company of the world.
In this way, the writer is giving recommendations for how the Kellogg’s company can
improve its sales and product value among the global market, they are as follows:
 The company should utilize online supermarkets for promoting their variety of
products through providing promotional offers and discounts
 The company must ban the coloured food dyes which they utilize for making their
products attractive for the children.
 The company should expand their business globally through assessing global
breakfast cereals market as well as their global competitors among this industry.
 The company should use as less as possible food preservatives in order to make their
food secure for children and other public.

Report Writing 7
4. References
BizVibe (2018) Top 10 Breakfast Cereals Brands in the World, 22 May, [Online], Available:
https://www.bizvibe.com/blog/breakfast-cereal-brands/ [21 Sep 2018].
Forbes (2015) Top 6 Ways To Sustain Business Growth, 29 Sep, [Online], Available:
https://www.forbes.com/sites/glennllopis/2015/09/29/top-6-ways-to-sustain-business-
growth/#7768172567ee [22 Sep 2018].
Hudson, E. (2018) 7 Digital Marketing Strategies That Work: A Complete Guide, [Online],
Available: https://blog.hubspot.com/marketing/digital-strategy-guide [21 Sep 2018].
Keegan, B.J. and Rowley, J. (2017) 'Evaluation and decision making in social media
marketing', Management Decision, vol. 55, no. 1, pp. 15-31.
Kellogg's (2018) Discover our best days, [Online], Available:
https://www.kelloggs.com.au/en_AU/our-story/history.html [21 Sep 2018].
Kollat, D.T., Engel, J.F. and Blackwell, R.D. (1970) 'Current problems in consumer behavior
research', Journal of Marketing Research, pp. 327-332.
Kumar, V., Fan, J., Gulati, R. and Venkat, P. (2009) 'Marketing-Mix Recommendations to
Manage Value Growth at P&G Asia-Pacific', Marketing Science, vol. 28, no. 4, pp. 645-655.
Marketing91 (2018) Marketing mix of Kelloggs – Kelloggs Marketing mix, 10 Mar, [Online],
Available: https://www.marketing91.com/marketing-mix-kelloggs/ [21 Sep 2018].
McDONALD and M.A.L.C.O.L.M. (2016) Strategic marketing planning: theory and
practice, Routledge.
Pearlson, K.E., Saunders, C.S. and Galletta, D.F. (2016) Managing and Using Information
Systems, Binder Ready Version: A Strategic Approach, John Wiley & Sons.
Perner, (2018) CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING, [Online],
Available: https://www.consumerpsychologist.com/ [21 Sep 2018].
The economist (2018) Australia consumer goods, 06 Aug, [Online], Available:
http://country.eiu.com/Industry.aspx?
Country=Australia&topic=Industry&subtopic=Consumer%20goods [22 Sep 2018].

Report Writing 8
World Economic Forum (2018) How new technology could help to strengthen global food
security, Mar, [Online], Available: https://www.weforum.org/agenda/2018/03/food-security-
s-social-network.