BA 497Shannon Miles, John Daly & Chris Browning
Kellogg’s Fights Corn Flakes Knockoffs in
the U.K. … With Lasers
Branded Flakes
Loss of Revenue: Brand infringement in U.K. has
reduced sales revenue on Corn Flakes
Knockoffs:Corn Flakes are easily replicated by
competing brands, so Kellogg’s is using lasers to differentiate their product
Test trials:Kellogg’s is testing the laser system
and if successful, will also brand Frosties, Special K, Crunchy Nut and Bran Flakes with the laser
Brand Protection
Corn Flakes are a popular product for imitators
Easy to Imitate
Kellogg’s wants to remind their consumers that they make the original Corn Flakes!
Brand Infringement
“We want shoppers to be under absolutely no illusion that Kellogg's does not make cereal for anyone else. We're constantly looking at new ways to reaffirm this, and giving our golden flakes of corn an official stamp of approval could be the answer."
-Helen Lyons, lead Kellogg’s food technologist
Brand Loyalty
Knockoffs
Is this a complete waste of time, money, resources…?
Do consumers care where their flakes come from?
If you eat Corn Flakes, do you buy only Kellogg’s Corn Flakes?
Discussion
Why is Kellogg’s U.K. branding Corn Flakes?
Is Michael Phelps still sponsored by Kellogg’s?
How many times has Elton shown YouTube videos today?
Prize Questions!
Works CitedHall, Emma Kellogg Fights Corn Flakes Knockoffs in the U.K. -- with
Lasers. Advertising Age, 14 Oct. 2009. Web. 16 Oct. 2009 <http://adage.com/globalnews/article?article_id=139657>.
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