The Use of Kellogg's Strategy in Website Production by General Mills Essay

Kelloggs strategy was to produce a web site provided specific product line and brand information to interested consumers. The page displays particular product descriptions, nutrition information, and recipes. Provided as well are company contacts allowing direct consumer response. Corporation facts and financial statements are also available. The overall goal of these sites are to reinforce the brand images portrayed by the companies other advertisements, such as, television commercials, radio spots and print advertisement. Kelloggs does this by posting additional information about its products. New products are promoted in this site to entice those familiar with the Kelloggs name into trying new line extensions. Parents, those with illnesses or allergies, and exercise enthusiasts will find nutritional information about their favorite products. The site is easy to navigate through and does not bombard the consumer with overwhelming amounts of information in a cluttered manner. The site is concise and allows the companys messages to be readily absorbed. General Mills produced a web site that has an abundance of company information and hyperlinks to individual product and service pages. Its many product categories, line extensions and brand names allow the company to post diverse information in accordance with the different product positions. It also uses this web site to promote new products.The General Mills web site itself only posts company information, line extensions, news, and online shopping opportunities. The sights links give access to a variety of information. Parents have the option to explore the Cheerios parent page and educators might be interested in the Box Tops for education program General Mills sponsors. Health conscious consumers would be attracted to Cheerios heart healthy news and kids may check out the "you rule your school" page. The information provided by this site is varying and a dispersed widely over many different web pages. This may be problematic for consumers who are not too familiar with surfing the net. Its broad layout may lead to confusion in finding or difficulty...

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