English Communication Skills
(Intermediate Level)
Multinational that Wins out
Kellogg
G #11
LI, GUO-JING
LIU,YOU-CHENG
HUANG,SHAO-FU
CHEN,GUAN-LIN
Outline
A. Introduction : Why competitive
B. Important facts
1.Basic information & Branding
2.Major achievement with timeline
3.Recent performance
C. Product
1.Describe
2.Comparison
3.Choice
Q&A
A. Introduction：Why competitive
1.
2.
3.
4.
The world’s largest breakfast cereal brand
Pioneer of grain
Advocate Social Responsibility
Increase visibility through advertising
B. Important Facts
Basic Information & Branding
Mission / Vision Provide delicious and nutritious food to
more families
CEO / Founder W.K. Kellogg
Brand colors
Red is visually less affected by the
viewer’s viewing angle and light source
and less biased
B. Important Facts
Major Achievements
1894
Changed breakfast forever by creation Corn Flakes
1955
Released and became the first cereal with seven
vitamins and iron
1997
The W.K. Kellogg Institute for food and Nutrition
Research opened
2022
Planed to separate three of its businesses
B. Important Facts
Major Achievements
B. Important Facts
Recent Performance
About
Net sale of the
Kellogg Company
worldwide from 2004 to 2022
Highlight
1.Has grown rapidly since
2004
2.Declined slowly in 2008
but sharply in 2013
C. Major Services (1)
Kellogg’s Frosties
Target customer Kid and teenager
Function
Get vitamins A, B1, B2, B3
Design
Using cartoon tiger
Key sell point
Health and convenience
C. Major Services (1)
Kellogg’s Frosties
Strength
1. Convenient to eat
2. Using nature corn
Weekness
1. Have much sugar
2. Have lower fiber than
other cereal
C. Major Services (2)
Kellogg’s Deluxe Nut Granola
Target customer Adults
Function
Get iron 3+ ion and vitamin
B1, B2, B3
Key sell point
Supply nutrition
C. Major Services (2)
Kellogg’s Deluxe Nut Granola
Strength
Weekness
1. Reduce bad cholesterol 1. Someone may allergic
2. Stabilize blood sugar
to hives
2. High in calories and
prone to obesity
C. Major Services (3)
Choice：Kellogg’s Frosties
References
1. Kellogg’s official website
https://www.kelloggs.com/en-in/home.html
2. Are Kellogg’s cereal healthy?
https://www.iamgoingvegan.com/are-frosted
-flakes-healthy/
Q&A
1. When was the Kellogg’s Institute opened ?
(A)1955
(B)1997
(C)2022
Q&A
1. When was the Kellogg’s Institute opened ?
(A)1955
(B)1997
(C)2022
Q&A
2. In the chart, when is the trend down the fast?
(A)2004
(B)2008
(C)2013
Q&A
2. In the chart, when is the trend down the fast?
(A)2004
(B)2008
(C)2013