BRAND REVIEW: KELLOGG’S LONGEVITY

branding firm in Port Harcourt

Most children born from the eighties can attest to the fact that they have tasted the popular Kellogg’s cornflakes. For some, it even became the quickest breakfast their mothers could fix before they dashed off to school while for others it became their favourite go-to cereal whenever they were hungry.

Whichever the case, it is an undeniable fact that the impact of the Kellogg’s brand has been felt by many people and also in many homes. The brand’s consistency for more 100years now has strengthened its relevance, establishing it as a leading brand globally.  

For the last century, the Kellogg Company has done business under the trademark, Kellogg’s. This American multinational food-manufacturing company has its headquarters in Battle Creek, Michigan, United States. Kellogg’s is known for producing cereal and convenience foods, including cookies, crackers, and toaster pastries. Some of their most popular products that have become well-known brands include Corn Flakes, Keebler, and Cheez-It.

Follow through as we take a detailed ride through the rich qualities of this outstanding brand.

BRAND HISTORY

While trying to make granola, a breakfast food and snack food consisting of rolled oats, nuts, honey or other sweeteners, in 1898, W.K. Kellogg, and his brother, Dr. John Harvey Kellogg, mistakenly altered the process and flaked wheat berry.  Not relenting, W.K. continued to experiment until he flaked corn, which gave birth to what we now know as Kellogg’s Corn Flakes.

Following his successful breakthrough, in 1906, W.K. Kellogg began his company, “Battle Creek Toasted Corn Flake Company” and went ahead to hire 44 pioneering employees. Working closely with the founder, they created the first batch of Kellogg’s Corn Flakes and fostered W.K.’s vision for great-tasting, better-for-you breakfast foods.

Kellogg’s, in 1914, took its first step towards expansion by introducing the flagship brand, Corn Flakes, to Canada. As time went by, the Kellogg Company spread its nourishing grains abroad, by commencing operations in countries like Australia, England, Mexico, Japan, India and etc.

In 1923, the Kellogg Company took another bold step and became the first in the food industry to hire a dietician, Mary Barber. Mary pioneered the Kellogg’s Home Economics Department and defined the roles different foods played in proper diets, thereby educating their consumers.

During the time the United States sunk into Depression, in 1930, W.K. Kellogg saw it as an opportunity to add value to more people with the campaign, “I’ll invest in people.” To achieve this, he created more shifts and hired new employees. He went on to start the W.K. Kellogg Foundation, whose mission — to help children realize their potential — is also in line with that of the Kellogg Company till date.

To increase its visibility, the company used the slogan “Kellogg’s puts more into your morning” on television shows on Saturday morning from 1968 to 1970.

As a result of spreading its grains, one of the soils it fell on is the Nigeria’s soil. Though it is yet to make huge harvest, the brand has gained tremendous recognition. On the 1st of December 2017, the joint venture of the reputable cereal maker, Kellogg’s and Singapore’s Tolaram Group, Kellogg’s-Tolaram Nigeria Limited, commissioned a 6 billion naira factory, with a capacity to produce 10,000 metric tonnes of cereals per year. This move has definitely put the Kellogg’s brand on another level since it can now produce its product here in Nigeria rather than importing it.

BRAND BELIEF

Having realised that breakfast is the most essential meal of the day, Kellogg’s has built its walls around this. “At Kellogg, we LOVE breakfast. To us it’s so much more than just a meal. We passionately believe in the power and promise that comes from eating the right breakfast. It’s the first fuel for our bodies—nourishing us for today, tomorrow and for life.”

BRAND VISION

From the simple and concise words, the company used to describe its vision, it is without a doubt the brand has established itself as an enriching brand, “To enrich and delight the world through foods and brands that matter.”

BRAND PURPOSE

Its purpose is simple but well defined, “Nourishing families so they can flourish and thrive.”

BRAND VALUES

The company sees its values as its DNA which could be interpreted to mean what runs through the entire organisation. Their values serve as a guide for every business transaction, their interaction amongst themselves and with the communities where they work. Here is a quick rundown of their values;

  • Integrity
  • Accountability
  • Passion
  • Humility
  • Simplicity
  • Result

MARKET STRATEGY

In Nigeria the Kellogg’s brand leverages;

  • Partnership with the local production company, Tolaram and its distribution subsidiary.
  • Assets provided by its partnership to produce high quality, low cost products in the region
  • Brand recognition in order to gain market share in the mid-range and value channels.

THE BRAND’S SWOT ANALYSIS

Strength

  • It has an existing supply chain
  • It has well-known and experienced partners, locally and globally
  • It has experience in handling new markets

Weakness

  • It has experienced low profit in recent years
  • There has been a loss of market share to general mill
  • New products must be developed to suit the Nigeria market.

Opportunities

  • The Nigerian market is still an emerging one open to businesses of all kinds
  • Landing new products would require low price

Threats

  • As a foreign brand, a new product must be developed for the Nigeria market
  • It has strong competitors like Nestle and Unilever.
  • Its operation is capital intensive.

The company continues to uphold the values its founder, W.K. Kellogg, which was instilled over 100 years ago. Today their flaked corn is enjoyed in 180 countries around the world putting it ahead of its pairs in the snack food industry.

 Written by Jennifer Chioma Amadi

Do you desire to build a lasting brand? We are very resourceful and can be of great help. Shoot us an email at wecare@mapemond.com.

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BRAND REVIEW: PEAK MILK, STILL LEADING

Branding company in Port Harcourt

Brands choose to tell their stories any way they please but the ones that stand out are those who tell stories that resonate with the communities they serve. For sixty years plus now PEAK MILK has maintained the story of Africa through its symbolic pic story and visual identity elements of the palm tree, locals in a canoe, trade interaction with merchants, and so on.

With its rich creamy taste, Peak Milk has continued to live up to its name, and has gained the reputation of the number one brand in the dairy industry in Nigeria. Over the years, the brand has been recognised for its quality and leadership in the market. These remarkable attributes piqued our interest to do a review on this legendary brand. Sail with us to the wonderland of this iconic dairy brand.

BRAND HISTORY

While most people seem to know the product, only a few are familiar with the company behind the brand, Friesland Campina. The company which was founded from two great Dutch dairy companies, Friesland Foods and Campina, began its journey in the dairy industry in 1871.

Friesland Campina is a company birthed from a rich history. From its name Friesland which is a region in the north of the Netherlands characterised by the green meadows, blue skies, many lakes and splendid Frisian dairy herds and then Campina is also a wooded region of grasslands and meadows in the south of the Netherlands, it can be perceived that the company is a product of the Netherland culture.

The global company is well rooted in the culture and commerce of the Netherlands, Germany, and Belgium. Still it has its focus on reaching local communities and customers with its products. Asides the European countries, Friesland Campina also have a dominant presence in Asia, Africa and the Middle-East. Their factories and products continue to get established all over the world.

Way back in 1954, while Nigeria was still under the British colony, Friesland Campina sailed its way from Netherlands through several oceans to Nigeria. Having surveyed and seen the potentials in the Nigerian market, the company introduced its first brand, Peak Milk. Since then the dairy product has evolved and has maintained a strong leader position.

However it was not until April 1973 the company was incorporated as West Africa Milk Company (WAMCO) and finally commenced operation in 1975 making it an affiliate of Royal Friesland Campina of the Netherlands. Friesland Campina WAMCO Nigeria has its headquarters located in Ikeja Industrial Area of Lagos and is recorded to be one of the largest dairy cooperative in the world. Since it began operations in Nigeria it has made extensive distribution to all the states.

With its strong influence, the company continues to retain its leadership in the production, processing, packaging, marketing, and distribution of its dairy products in Nigeria. In 2015, it was recorded to have made a turnover of twelve billion naira.

BRAND EVOLUTION

At the inception, Peak Milk was seen as product for wealthy people and couldn’t be afforded by the common man. Knowing what they stood to lose with the rising of other milk brands, the company adjusted its product in order to accommodate everyone. This led to the introduction of different sizes even down to sachets.

BRAND VISION

The company behind Peak Milk ties its vision to the purpose they refer to as nourishing by nature. This stands for better nutrition for the world, a good living for farmers, now and for generations to come.

BRAND MISSION STATEMENT

From its mission statement, Nourishing Nigeria with Quality Dairy Nutrition, it is obvious the brand is driven by the need to nourish its consumers.

BRAND STRATEGY

The strategy behind this exceptional brand is quite straight to the point which is to add value; from its nutrition, to nature, to both young and old people, to consumers and customers, to citizen and down to the society. This value adding mind-set has been transferred to all their employees worldwide.

The company has broken down its plan into the following;

  • Win with nutrition
  • Serve the 24/7 consumer and customer
  • Lead with sustainability
  • Elevate our essentials

BRAND CAMPAIGNS AND PROJECTS

Most recently, the brand has been running a campaign it named PECADOMO which is an acronym for ‘Peak Can Do More’. The idea is to gain new markets by highlighting several other things that the milk product can be used asides regular usage like Tea, Cereals, etc. The brand has actively be urging those into cooking that milk can be used to create so many tasty meals, and they seem to have gained tremendous traction with the campaign.

Peak Milk is one brand that has made a strong impression in Nigeria with its involvement and commitment to nation building and community development. Severally in the past it has supported charity projects, schools and communities through its corporate citizenship programme which kicked off in 2004.

The programme has seen the commissioning of over 41 solar boreholes, supported over 18 public secondary schools amongst many other projects.

With a well mapped out and structured brand like Peak, we can bank on the fact that it will be here for more years to come and may probably still be leading the dairy industry here in Nigeria. It points to the need to build a brand that transcends the founders.

Key Takeaway: Regardless of its leadership position in the market, PEAK is not relenting in its drive to remain a relevant, readily available and trustworthy brand. This is a vital lessons for beginners and the likes, do not allow your successes stop you from pushing the boundaries and frontiers.

Written by Jennifer Chioma Amadi

Do you need help in gaining better distribution or visibility for your brand? We are your guys! Shoot an email to wecare@mapemond.com

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Keep Your Brand Visible

We came across this pack of writing notes on the table of a top level business executive.

It got our attention severally and we are certain it gets that of other visitors as well.

We call it brandcasting; souvenirs like this are not mere gifts that we give away, they are transmitters we strategically place at the right places for our brand to be silently announced to more people.

Invest in souvenirs that folks will really use, we recommend items that other people will also see and get curious about.

Is your brand presently sitting on people’s tables, walls, cars, keyholes, etc?

We refer to it as the stickivity question, when customers eventually need your product/service, will they remember your brand?

If you need help with making your brand memorable, we are here to provide custom solutions. Let’s hear from you, send an email to wecare@mapemond.com

#BuildYourBrand #TheRightWay

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