AURO UNIVERSITY

(INDIA)

The School of Management & Entrepreneurship

Masters of Business Administration

Module
Production
Operation And Management

Semester - 4

Module Leader:
Mrs. Richa Agarwal

www.aurouniversity.edu.in

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 Kelloggs

A Project Report
Presented to the Faculty of the
School of Management & Entrepreneurship
AURO University
Surat.

In Partial Fulfillment
Of the Requirements for the Degree of
Masters of Business Administration

Submitted by:
Jimmy Shah
RaghavChoudhary
ShivayuVaid
Shriyans Jain

Submitted to:
Mrs. Richa Agarwal

April 23, 2016

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 ACKNOWLEDGEMENT

We take this opportunity to express my profound gratitude and deep regards to my guide Mrs.
Richa Agarwal for her emblematic counseling, monitoring and constant encouragement
throughout the course of this dissertation. The blessing, help and guidance given by her time
to time shall carry me a long way in the journey of life on which I am about to proceed. I also
take this opportunity to express a deep sense of gratitude to Auro University, for their valuable
information and guidance, which helped me in completing this report through various stages.
we are obliged to staff members of Auro University, for the valuable information provided by
them in their respective fields. We are grateful for their cooperation during the period of my
assignment. Lastly, we thank God Almighty, my parent, brother, sisters and friends for their
constant encouragement without which this report would not be possible.

TABLE OF CONTENTS

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SR. NO. INDEX PAGE NO.

1. Introduction 5

2. Kelloggs Australia 8

3. Kelloggs All Bran Original 11

4. Production Process 13

5. Commitment to Quality 17

6. Supply Chain 23

7. Kelloggs Business Strategy 25

8. Inventory Management 26

9. Corporate Social Responsibility 27

1O. SWOT Analysis 30

11. Recommendation 31

12. CONCLUSION 32

13. BIBLIOGRAPHY 33
Introduction

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Kellogg Firm is one of the Leading associations in the food group, exceptionally after it comes
to breakfast cereals. Across the globe, it is additionally well recognized for its attendance in
supplementary groups like snacks and cookies. The creator of the firm, W.K. Kellogg, had a
forceful promise to nutrition, condition and quality. His vision endures to drive Kellogg Firm to
enhance its produce and procedures, alongside the aim of bestowing delectable, nutritious
produce that encounter the most rigorous quality standards.

Kellogg's produce are manufactured in 35 states and marketed in above 180 countries.
Kellogg's biggest factory is at Trafford Park in Manchester, United Kingdom, that is
additionally the locale of its European headquarters. Kellogg's holds a Regal Warrant from
Ruler Elizabeth II and the Prince of Wales.

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 History:

Kellogg's was founded as the Battle Creek Toasted Corn Flake Firm on February 19, 1906, by
Will Keith Kellogg as an outgrowth of his work alongside his brother John Harvey Kellogg at
the Clash Creek Sanitarium pursuing habits established on the Seventh-day Adventist
Church. The firm produced and marketed the hugely prosperous Kellogg's Toasted Corn
Flakes and was renamed the Kellogg Firm in 1922.

In 1930, the Kellogg Firm proclaimed that most of its factories should shift towards 30 hours
work per week, from the usual 40. W.K. Kellogg uttered that he did this so that an
supplementary shift of operatives should be retained in an power to prop people across the
slump era. This exercise stayed till Globe Fight II, and endured briefly afterward the fight,
even though a little departments and factories stayed locked into 90 hours work per week till
1980. From 1969 to 1977, Kellogg's acquired assorted tiny companies encompassing Salad
Foods, Fearn International, Mrs. Smith's Pies, Eggo, and Pure Packed Foods; though, it was
afterward disapproved for not diversifying more like Finished Mills and Quaker Oats were.

Kelloggs Company headquarters:

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After underspending their contests in marketing and product progress, Kelloggs U.S.
marketplace allocate hit a low 36.7% in
1983. A prominent Wall Road analyst
shouted it "a fine firm that's past its prime"
and the cereal marketplace was being
considered as "mature". Such comments
invigorated Kellogg chairman William E.
LaMothe to enhance, that chiefly
encompassed approaching the demographic
of 80 million baby boomers rather than
marketing children-oriented cereals. In
emphasizing cereal's ease and nutritional
worth, Kellogg helped convince U.S.
customers period 25 to 49 to eat 26% extra cereal than people that period ate five years prior.
The U.S. ready-to-eat cereal marketplace, worth $3.7 billion at retail in 1983, totaled $5.4
billion by 1988, and had increased three periods as fast as the average grocery category.
Kellogg's additionally gave new produce encompassing Crispix, Raisin Squares, and Nutri-
Grain Biscuits and grasped out globally alongside Just Right aimed at Australians and
Genmai Flakes for Japan. Across this period, the firm upheld accomplishment above its top
competitors: Finished Mills, who mainly marketed children's cereals, and Post, who had
difficulty in the mature cereal market.

In March 2001, Kellogg made its biggest buy, the Keebler Company. Over the years it has
additionally gone on to acquireMorningstar Farms and Kashi splits or subsidiaries. Kellogg
additionally owns the Bear Naked, Usual Touch, Cheez-It, Murray,Austin, Renowned Amos,
Gardenburger (acquired 2007) and Plantation brands. Presently, Kellogg is a associate of the
Globe Cocoa Foundation.

In 2012, Kellogg's came to be the world's second-largest snack food firm (after Pepsico) by
buying the Pringles potato crisps brand from Procter & Gamble for $2.7 billion in a cash deal.

Kelloggs in Australia:

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Kellogg has been bestowing food
to the Australian area as 1924. It
all commenced after Mr. Morris
Raymer, a specialist in automatic
packaging machinery, was
dispatched to Australia in 1924 to
set up corn flake machinery in
rented premises in Shepherd
Street, Chippendale and
Australian creation started in
November 1924.

A Kellogg representative, Joel S. Mitchell, was dispatched to Australia in August 1925 to raise
the marketing plan for Corn Flakes and he consumed a year in this country. Corn Flakes
proved so prosperous in the marketplace that a new plant was crafted at Botany in 1928.

The producing abilities of Kellogg cereal are yet at Botany, on the train line and adjacent to
the wharves for convenient shipping of produce concerning Australia and into the Asia-Pacific
region. The factory has been increased countless periods above the years to retain pace
alongside an ever-rising demand. That demand is yet producing as extra and extra people
come to be cognizant of the significance of grain and fibre established foods in their diets.

A producing ability was bought in Charmhaven on the NSW Central Coast in 2000 to produce
our snack products. This ability was considerably increased in 2004 and nowadays it
manufacture the bulk of Kelloggs snack products for Australia.

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 Kellogg Australia Holdings Pty Ltd:

Kellogg Australia Holdings Pty Ltd is a Proprietary Firm that is ranked number 729 out of
the top 2000 firms in Australia. The firm generates the bulk of its income from the Grain Mill
and Cereal Product Producing in Australia industry.

In 2012 the firm generated finished revenue of $475,118,000 encompassing sales and
supplementary revenue. In 2012 Kellogg Australia Holdings Pty Ltd had 624 operatives in
Australia encompassing operatives from all subsidiaries below the company's control.

The Main Official of Kellogg Australia Holdings Pty Ltd is Mr Andrew Towle whose authorized
label is Handling Director. The Chairman of Kellogg Australia Holdings Pty Ltd is whichever
not applicable or not available.
Kellogg's brands include:

All-Bran
Coco Pops
Corn Flakes & Corn Flakes Crumbs
Crispix
Crunchy Nut Corn Flakes, Crunchy Nut Clusters & Crunchy Nut Nutty Bars
Froot Loops
Frosties
Guardian
Just Right
K-time Twists, K-time Cereal Bars & K-time Muffin Bars
Kellogg's Muesli Bars
Komplete
LCMs
Mini-Wheats
Nutri-Grain &Nutri-Grain Bars

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 Rice Bubbles
Special K & Special K Bars
Sultana Bran
Sustain & Sustain Selection
Variety Pack & Fun Pack.

Australian raw materials:

Each year nearly 30,000 tonnes of finished corn is milled for Kellogg, making them one of the
biggest users of Australian corn for food production. Distinct corn hybrids industrialized by
seed breeders in association alongside Kellogg and their suppliers ensures elevated quality
product.

The firm additionally buys countless supplementary Australian grown grains, sugar and nuts.
Kellogg is a momentous purchaser of Australian wheat produce, encompassing flour, finished
wheat, brans and gluten. Kellogg buys in excess of 20,000 tonnes of wheat materials every
single year.

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 Kelloggs All Bran Original

Kelloggs All-Bran Original is a crunchy wheat bran cereal that's extremely elevated in dietary
fibre. Fibre is demanded to aid uphold a healthy digestive arrangement and insoluble fibre in
particular, helps alongside regularity.

The introduction of All-Bran in 1916 came on the heels of the accomplishment of Kellogg's
Bran Flakes a year earlier. It was vended in red and green boxes, comparable to most
Kellogg's cereals at the time. Later discovering outstanding accomplishment in the U.S.
marketplace, Kellogg's started allocation in the Australia, United Kingdom and supplementary
marketplaces of the globe in 1922.

The size of the flakes and their density are extremely important. The bran comes from the
wheat milling process. Particular flour mills have industrialized the supplies and methods to
produce specific brans to Kellogg specifications.

The storage and transport of bran needs specified supplies and procedures. This is due to the
flaky nature of the physical, that inclines to make particles stick jointly and challenge
movement across standard grain grasping systems.

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All-Bran is a good basis of:

Thiamin, Riboflavin and Niacin: These B vitamins aid discharge power in foods.
Folate: Demanded for normal development and progress of cells and is exceptionally
vital for women in their child-bearing years.
Iron: Helps hold oxygen concerning the body.
Magnesium: Helps furnish power for daily activity.

Kellogg's All Bran Original is outstanding to disperse on supplementary cereals. It's

additionally immaculate to add to formulas, like muffins!

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 The Production Process Of All-Bran Original:

1. Raw Materials:

Raw Material like Wheat, Bran,

High fructose corn syrup, Gluten,
Nuts and the other basic
ingredients needed for this
products are brought from nearby
farms and suppliers.
These materials are transported
to Kelloggs Factory by road,
wheat, bran and other materials
are stored in large silos. Quality
professionals keep a close check
on the quality of the raw
materials.

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2. Flavoring:

Ingredients like Malt, sugar

and salt are blended in the
Flavoring machine with the
wheat and bran to make
the Kelloggs special all
bran original flavor formula.

3. Cooking:

The wheat and bran grits

are cooked in steam
pressure cookers, at
temperatures exceeding
97C to 105C. This cooking
process lasts for an hour
and softens the hard grits.
During cooking, additional
water is incorporated in the
form of steam, which
condenses, and the water
content in the batch rises to
30-35%.
Using steam, the bran is
cooked with a special malt
flavor in giant stainless
steel cookers.

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4. Drying:

The cooked wheat and bran

after cooking and mixing
with the other ingredients
are exposed to currents of
hot air to reduce the
moisture content which
makes it very light in
weight and dry.

5. Shredding:

The Ingredients are

industrialized into shreds by
the deed of grooved rollers
and next cut and sized to
produce Kelloggs All-Bran.

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6. Roasting:
This is the key step in
changing the soft shreds into
crisp, flavorsome ones. As
the shreds excursion across
the ovens, the warmth
removes most of the staying
moisture and develops the
colour, crispness and
supplementary taste of the
cereal.

7. Quality Assurance:
Every period in processing encompassing the final packaging pace is checked and
manipulated to uphold the highest quality in Kelloggs All Bran.

8. Packaging:

The correct amount of oven-

fresh Kelloggs All Bran is
automatically weighed into a
moisture resistant liner that is
warmth sealed to form a bag.
The liner is next packed into
a carton that is sealed and
date coded.

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 Commitment to Quality:

When W.K. Kellogg commenced to produce his early Corn Flakes cereal in 1906, he had one
goal: to furnish his customers alongside elevated quality nutritious foods that were pleasant to
eat.

For extra than 80 years Kellogg in Australia and New Zealand has stayed real to this early
ideal. We are committed to being an innovative firm bestowing quality foods established on
wholesome grains, nuts and fruits for a healthier world. Kellogg knows quality as a factor
critical to our success.

Quality plans and systems:

Quality can be described in countless disparate ways. The Kellogg Firm has long trusted that
the best definitions of quality are those that are referenced to the needs of the consumer. It is
the obligation of all Kellogg splits and departments to safeguard that rigorous firm standards
are attained and maintained. This goes from Operational abilities carrying consistent,
harmless food; to marketing employing precise data in all communication; to quality
promotional items and hobbies utilized to advance our products; to customer services
bestowing punctual responses; and to allocation that ensures our produce appear at their
destination in the alike condition in that they left the factory. In this method, customer needs
and expectations can be consistently met. A expansive scope of Quality Plans and
Arrangements are retained to accomplish this aim across our finished business.

At Kellogg, quality is everyones responsibility. All Kellogg operatives are encompassed in

monitoring and manipulating food quality as well as enhancement initiatives. These scope
from enhancing food consistency or design to encounter consumers.

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Product quality:

Consistent product quality begins alongside selection of the best raw materials. Kellogg works
closely alongside suppliers in delineating critical parameters for making this selection next
documenting them into our specifications. Assorted arrangements are additionally utilized to
confirm that all incoming raw materials conform to Kelloggs stringent standards.

From farm to ledge, Kellogg Quality Strategies and Plans promise the protection, consistency
and compliance of our produce to encounter the elevated standards of our consumers.

Within our creation lines, collections of procedure manipulation methods areutilized to

safeguard that the producing procedures produce consistent foods. Foods are in the end
assessed on a number of sensory indicators, including:

Appearance;
Flavor and aroma; and
Texture and mouth feel.

Kelloggs breakfast cereals and snack foods give countless vital nutrients to the diet.
Kellogg producing plants have assorted procedures and analytical arrangements in locale to
safeguard that the nutritional benefits of Kelloggs produce are consistently delivered.
Globally, Kellogg is a knew head in the earth of cereal science and technology.

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Packaging quality:

Kellogg packaging materials are

projected to safeguard the
maintenance of food nutrient levels,
freshness and taste from the
producing plant to the consumer.
Packaging provides protection of
the food across grasping, shipping
and storage below normal
conditions. The packaging
necessities of Kellogg breakfast
cereals and snack foods differ
according to the individual product qualities and storage conditions. Packaging is
consequently selected from an expansive collection of materials and origins, all prudently
selected afterward comprehensive evaluation and testing.

Most Kellogg foods are packaged in countless sizes to encounter disparate customer
preferences. These scope from the smallest solitary assist packs or bowls to the larger
Family packs vended in supermarkets and Bulk packs vended in the food ability industry.

In the alike method that the finished food is properly assessed, Kellogg performs formalized
packaging evaluations across creation shifts.

While countless packaging examinations are routinely gave, there are five critical spans of
packaging:

Correct package to food;

Correct request of date program, best before information;
Correct formation and closure of cartons and cases;
Correct sealing of liner and wrapper material;
Correct fill level; and

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 Attainment of uttered weight

Kelloggs promise to quality is subsequent to none. In the distant sighted words of our
creator, W.K. Kellogg, We are a firm of dedicated people making quality produce for a
healthier world.

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 Transportation

Finished goods:

Kellogg operates a centralized allocation web in Australia, alongside the main warehouse
placed at Botany in NSW and a tiny warehouse in Perth, W.A. The NSW warehouse supplies
innate & export clients in all states supplementary than Western Australia and supplies stock
to the Kellogg warehouses in Perth and New Zealand.

Packaged product is advanced in pallet modules (approximately 32 cases each) from

whichever the Botany producing plant (cereals) or the Charm haven plant (snack foods) to the
central warehouse. All produce are dispatched from the Botany warehouse in hand stacked
shipping containers. The goods are next stored in the warehouses.

Customers orders are consented from all spans of Australia. The orders are checked to
safeguard produce are obtainable and that trust conditions are met. The order features are
next sent to the appropriate warehouse whereas the order is made up and transport to the
client is scheduled.

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Transport modes:

The pursuing vehicle kinds are utilized to transport Kellogg products:

QLD; VIC; SA: B-double hi cube road vehicle 72 pallets alongside average of 115m3
NSW; WA: Solitary trailer road vehicle 24 pallets alongside average of 50 m3
NSW to Perth: High cube rail container Hand stacked cases alongside average of 88
m3
NSW to New Zealand: 40 feet marine container Hand stacked alongside average of
66 m3.

Raw Materials:

Bulk materials, such as sugar and bran, are held in specified vehicles, that link up to a blow
line at Kellogg. The product is next impelled up to colossal storage silos from whereas it can
be emitted for creation.

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 Supply chain from manufacturing to shelf

Businesses focus chiefly on the conception of profit but increasingly comprehend that their
communal and environmental encounters are important. Kelloggs trusts in replacing
accountably in all servings of the supply chain. This is a larger long-term company ideal for
both the association and its customers. Amongst supplementary hobbies, it aims to do this by
cutting power and emissions in producing and allocation and enhancing packaging.

The Supply Chain

The manufacturing supply shackle consists of three key sectors:

1. Primary (or Extractive) Sector:

Bestowing raw materials such as oil and coal or food stocks like wheat and corn. A
little raw materials are vended instantly for consumption, such as coal to manipulation
stations. Others are utilized more up the supply shackle to be made into finished
goods.

2. Secondary (or manufacturing) Sector:

Industries make, craft and amass products. Examples contain car manufacturers or
bakers who use main products. For example, Kelloggs buys rice for Rice Krispies and
corn for Cornflakes.

3. Tertiary sector:
Industries do not produce goods. They furnish services such as in investment, retailing,
leisure industries or transport.

Kelloggs is a secondary sector business. It obtains its raw materials of wheat, corn, cocoa,
rice and sugar from main suppliers concerning the world. These materials aid make above 40
disparate breakfast cereals and snacks to vend to clients across the tertiary sector. It is a
large-scale producer and stores adequate stocks to encounter client orders. As portion of its
Scutiny and Progress (R&D) programs, it develops formulas to spread its scope of cereals
and snacks.

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Large-scale manufacturers like Kelloggs need to consider many different aspects of
their operations:

Manufacturer:
Kellogg manufactures the bulk of the ingredients for its products. Kelloggs has a
finished of 7 producing locations inside the state and 40 beyond of the country. In
analyzing the supply shackle for Kelloggs firm, we concentrated on the state of New
South Wales. Inside New South Wales there are two producing locations: one in
Sydney and the supplementary in Pagewood. At these producing locations all of the
Kelloggs produce are made and packaged.

Distributor:
Each of the companys producing abilities distributes the finished produce to its own
main warehouse adjacent the factory. From one of these colossal warehouses, the
produce are next distributed to concerning three tinier warehouses placed in encircling
towns. The tinier warehouses furnish innate stores alongside all of the finished
products.

Retailers:
The retailers contain food stores, grocery stores, ease stores, supermarkets, and each
supplementary stores vending food products. The Companys biggest retailer is Wal-
Mart Stores, Inc. The retailers accord the Kelloggs produce from the tinier, satellite
warehouses. Every single store or supermarket will accord the produce from the
warehouse placed closest to it.

Consumer:
Kelloggs does not vend its breakfast cereals undeviatingly to consumers. It uses
intermediaries like wholesalers, supermarkets, elevated road stores and hotels.
Transportation and storage transpire amid all periods of the supply chain.

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 Kelloggs Business Strategy:

Kelloggs business strategy for their products is clear and focused:

Kelloggs vision as a company is to enrich and delight the world through foods and brands that
matter. And their Purpose is to nourish families so they can flourish and thrive.

Their strategy for fulfilling this Vision and Purpose is straight forward, They want to continue
to be the global leader in cereal, They want to be a global player in snacks, They want to be a
regional leader in frozen foods and, they want to expand further into emerging markets.

Growing of health- and wellness-related food offerings

Leveraging of brand to furnish the benefits of cereal in supplementary forms (e.g.,
breakfast bars and drinks)
Accelerating the development of their U.S. frozen food business
Brand constructing (i.e., publicizing and customer promotions), exceptionally in key
development marketplaces in Asia Pacific and Latin America
Innovating new products
To produce the cereal firm, there are nowadays 40 disparate cereals
To increase the snack firm, by diversifying into ease foods
To involve in specific progress opportunities.

By replacing accountably, companies accomplish respect and belief from areas, powers,
clients and the public. This enables the company to grow. In the area, Kelloggs is recognized
for its way to Company Communal Obligation (CSR). For example, its programme to
promotethe benefits of breakfast clubs has endowed above one million breakfasts to school
children across the Australia.
Kelloggs stays focus on its core groups, encompassing cereal, snack and frozen foods, and it
sees this focus as an advantage. Kelloggs strategy in 2013 is to remain a globe cereal
leader, become a globe snacks player, focus on frozen and increase focus on growing
markets.

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 Inventory Management:

It is a waste that occurs after the product are stored for long period in warehouse. It is a
consequence of overproduction and after staying line increases. After there are extra stocks
in warehouse it is tough for producer to notice the defect and uphold the quality of product. In
case Kelloggs that is producer of cornflakes colossal catalog way poor quality of food and it is
hard to uphold the expire date of food as well. Kelloggs use Commercial Order Quantity
(EOQ) ideal to order the number of materials required. In EOQ the lead period have to be
steady and demand rate is consented as constant. It helps to find the fixed order size that will
cut the grasping and arranging price of inventory. So by computing the price right number of
stock is arranged from supplier that will cut the rubbish of clearing the stock.

Kelloggs have also adopted new organizational structure to apply extra sleek catalog
practices. The Kellogg firm has been employing colossal scale linear plan, the Kellogg
Arranging Arrangement (KPS), for extra than a decade to escort its operational (weekly),
creation, catalog, and allocation decisions for breakfast cereal. In supplement, KPS helps
Kellogg to make crucial decisions on budgeting, capacity development, capacity
reassignment and supplementary comparable issues. KPS uses optimization to find best
long-term, cost-minimizing, consolidated creation, catalog, and allocation design inside the
limits of modeling assumptions and data accuracy. By grasping the supply shackle to cut
catalog, firms can cut ability, physical grasping, and storage supplies requirements.
Employing data knowledge groundwork like Kelloggs firm can change how to design creation,
frequently lacking capital investment, and melodramatically cut work in-progress (WIP)
catalog and physical grasping need.

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 Corporate Social Responsibility

"Driven by their belief in the manipulation of breakfast, their communal obligation

strategy emphasizes starvation relief and complements our company as a food
company"

The cereal and snack producer analyses presentation in four key areas: marketplace,
workplace, Community and environment.

Kellogg Companys social responsibility efforts target to help to create even better days
ahead and brighter tomorrows for their customers, operatives, clients, areas and the
environment.

The companys global corporate responsibility strategy organizes their key subjects into four
groups, or pillars: Marketplace, Workplace, Nature and Community. The drive statements
noted below drive their hobbies and progress in these four pillars, that additionally form the
construction for their reporting. The firm utilized a comprehensive materiality scutiny to
recognize the subjects that plummet below every single of these pillars; the scutiny seized
into report spans of significance to them and their stakeholders.

Marketplace:
In 2012, Kellogg's Australia proclaimed that it had prosperously decreased the salt
content of flagships brands Corn Flakes and Rice Bubbles by 20 percent. These latest
reductions mean the brand has decreased salt content across its portfolio by up to 59
percent as 1997.

The brand additionally went in into a partnership alongside digestive condition charity,
The Gut Foundation, in 2012, to aid rise awareness of digestive condition connected
illnesses and teach Australians on methods to minimize condition risks.

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Workplace:
Kellogg's celebrated long word connections alongside Australian farmers in 2012.
Associates of the Kellogg's team travelled across Queensland and NSW to present
commemorative plaques to corn, rice and wheat farmers that have supplied grains to
Kellogg's for extra than 50 years each.

Community:
In October 2012, Kellogg's Australia went in into a partnership alongside Oz Harvest
and has given extra than five tones of breakfast cereal to the hungry across Australia.

According to Kellogg's, its Breakfast Buddies plan that enables schools and area
clusters in deprived spans to attain free donations of breakfast cereal endures to grow.

A nationwide breakfast crusade in partnership alongside Woolworths provided the

Breakfast Buddies initiative nationwide exposure and enabled 25 tones of cereal being
gave across Australia and New Zealand. Kellogg's additionally usually supplies free
cereal to extra than 200 schools.

The Kellogg's Australia Charitable Foundation endured its prop of the Stephanie
Alexander Kitchen Garden Foundation in 2012. As the partnership started in 2009, the
Foundation has gave extra than $450,000 to the group.

Kellogg's has additionally gave 1.1 million servings of cereal across starvation and
catastrophe relief efforts in 2012, across its prop of Food bank Australia.

The firm additionally dispatched its new Breakfast for Larger Dates crusade that will
discern one billion breakfasts and snacks gave to starvation relief efforts globally by
2016.

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Environment:
The liner bags in Kelloggs cereal are recyclable. Though, as soft plastics are not
upheld by kerbside reprocessing it has meant customers have not been able to
reprocess the inner liners. In 2012, Kellogg's went in into an accord alongside Red
GroupsRecycle plan that enables all soft plastics to be allocated in reprocess bins at
Coles supermarkets.

Kellogg ANZ has attained its water reduction KPIs for 2012.

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 SWOT Analysis

Strength:
Kelloggs All-Bran is the merely colossal, extremely elevated fibre brand in the
marketplace. Confidential labels furnish the main competition.
The finished area stays exceedingly cognizant of All-Bran.
The All-Bran brand is forceful customers associate it alongside healthy activity.

Weakness:
Awareness of the brand had been weakening because of slight promotional (e.g.
advertising) attention in present years.
Compared alongside managing brands such as Kelloggs Corn Flakes, the individual
fibre produce have manipulated scale, making it hard to make publicizing investment
economic.
The proposition that a fibre cereal keeps you regular is less inspiring to customers
than in the past. Customers nowadays extra interested in produce that advance inner
health.

Opportunities:
People are looking to eat extra healthily.
The quick development of non cereal produce that encounter inner condition demand
(Pro-biotic drinks and Yoghurts +100m P/A category).
In the UK, the number of people above 55 (the products main consumers) endures to
increase.

Threats:
The sales of confidential labels fiber cereals are growing.
The creation subsequent is becoming enticed to towards the junk food or extra fast
food.
There is a customer trend towards tastier cereals.

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 Recommendation

Kelloggs by now manufactures its products in 18 countries and sells them in more
than 180 countries, but it can yet gaze for extra global expansions, for its growth.
Taking the supremacy of its super brand rank, Kelloggs ought to seize its supremacy
and impact to ponder brand extension. This expansion can be in connected product
categories.
To produce in Australia, Kelloggs ought to familiarize tastes that go alongside
alongside the Indian palate. It ought to not make customers strangers to their own
culture.
Moreover in a region like Australia, whereas people gaze for value for money
produce, Kelloggs has to offer affordable benefits maintaining the quality of the
product alongside proper pricing strategy.
Additionally it can proposal these low benefits by familiarizing tinier packs, therefore
cutting the price and rising the marketplace share.
To bait kids it can familiarize cereals in assorted forms, like stars, fruits, flowers,
animals, etc. More it can additionally contain free toys in the packs meant for
children.
Kelloggs has products to offer as breakfast meal signifying condition aspect
(Kellogg's All Bran) and two period meal for working women signifying heaviness
association aspect (Special K). It by now has mascots for every single product, but
can have a brand ambassador for every single of its meal like an athlete or a sports
personality for its condition meal and an actress or a ideal for its meal for working
women, communicating the significance of these meals in date to date life.
Kelloggs ought to have an Indian website for extra data for the people of India.
Additionally possessing a website is an added supremacy for promotions.
Lastly, to finish, it can be said that marketing strategy is the center of each firm to
vend its produce, but all supplementary departments have to give an equal
contribution in todays client oriented market. Finally, to sum up on the basis of this
scutiny, it can be said that Kelloggs has a good marketing strategy in Australia that
can be bettered in the long run.

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 Conclusion

The carrying out of this study revealed that many of the concepts valid for simulations with a
strategic/ tactical focus gain importance when the study is operational.

Kelloggs has been in the marketplace for extra than hundred years. It is extremely tough for
each supplementary firm to seize the locale of Kelloggs in the marketplace and
consequently Kelloggs enjoys its locale but yet it deals and seizes care of all the subjects
that could jeopardize the locale it holds in the market. Handling the procedures in a crucial
method and arranging the marketing methods in such a method that it maintains the
marketplace allocate and retains its faithful clients by bestowing them the best and healthy
food, pending up to the expectations of the customers.

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 Bibliography

http://www.kelloggcompany.com/content/dam/kelloggcompanyus/corporate_responsi
bility/pdf/2012CR/2012_Kelloggs-CRR.pdf

http://www.kellogg.co.nz/kellogg/Portals/0/images/Company/Study_Centre/cornflakes
.pdf

https://www.kelloggcompany.co.in/Brand_Landing.aspx

http://www.kellogg.co.nz/Home/tabid/36/Default.aspx

http://www.manta.com/ic/mvm0gxj/au/kellogg-aust-pty-ltd

http://www.insideview.com/directory/kellogg-australia-holdings-pty-ltd

http://www.packagingcovenant.org.au/data/ActionPlans/Kellogg%20(Aust)%20Pty%2
0Ltd_AP.pdf

http://www.ukessays.com/essays/marketing/market-analysis-and-plan-for-kellogs-all-
bran-marketing-essay.php

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