In the practical project of our 2nd semester International Brand Management and International Brand Communication, in spring 2019 everything revolved around muesli and granola. Under the direction of Franziska Schmiedebach-Ullner, the students developed creative promotion concepts for our practice partner Kellogg’s.
Corn Flakes, Choco Krispies, Froot Loops – the Kellogg Company comprises 13 brands, many of which evoke childhood memories. And this has been the case for generations, as the company has been the market leader in the cereals segment for over 100 years. The German headquarters are based in Hamburg, worldwide the Kellogg Company employs about 30,000 people.
For our students, Kellogg’s set the task of analyzing one of three given brands (which remain secret) with regard to the market and its competition, to define a key problem. The next step was to develop creative solutions.
Five teams took a closer look at the different brands. An investigative visit to the supermarket, a survey of focus groups, a closer look at the digital presence – the teams chose different approaches to generate insights. A taste of the products was of course not to be missed.
Based on the analysis, five exciting ideas for promotion concepts were developed to increase the awareness of the evaluated brands and to sharpen their profile. The final presentations to the customer showed that there were no limits to creativity. Festival promotion, new products as well as concept stores had come to our students minds.
“We have seen really inspiring concept and activation ideas for our Brands again this year and we are looking forward to repeating the practical project again next year with the Brand Academy”. Claus Bierbaum – Senior Brand Manager Kellogg Northern Europe
We thank Kellogg’s for once again enabling our students to solve practical problems and gain valuable experience for their professional careers.