This case study examines Kellogg Company's approach to sustainable marketing, focusing on its alignment with the Triple Bottom Line (TBL) framework. It delves into Kellogg's background, vision, and mission concerning sustainability, exploring the challenges faced in balancing profitability with environmental and social responsibility. The study analyzes consumer perceptions of sustainability in the food industry and assesses the viability of mainstreaming sustainability initiatives. Kellogg's marketing strategies and tactics are examined, including its sustainable business network and communication efforts. The case study evaluates Kellogg's performance in addressing TBL issues, including its supply chain practices and initiatives to reduce its environmental footprint. Finally, it weighs the pros and cons of Kellogg's approach, supported by research, and concludes with a discussion of the value created by its sustainable strategies.
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