Promotion Strategies: Global Promotion Strategy Of Kellogg's Marketing

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Promotion Strategy
Global Promotion Strategies
Given the product, personal selling would not be a part of our marketing plan. Personal selling would involve the customer being met in person by a representative of the company (Gillespie and Hennessey, p. 407). Given our plan of extensive distribution, this seems like too much for a grocery snack. However, personal contact is extremely important to the Asian culture and it could be something worth pursuing in the future (Onkvisit and Shaw, 2009). It might be better for personal contact to come through a different source that is not our company; rather, a person or source steeped into the culture. When personal selling does happen in South Korea, it is a general rule to be modest and humble. …show more content…

We must watch our every move to make sure that we do not overstep any lines in this unfamiliar culture. Public relations are often made up of marketing that enhances the brand and promotes good will (Gillespie and Hennessey, p. 425). These activities can help earn the trust of the public and can foster good feelings towards the company. Looking into options within public relations is always a good idea, no matter the product. The big PR challenge that Kellogg’s faces is making people believe that their products are nutritious enough for them to include in their diet (“Kellogg’s Marketing Challenge”). Edelman Seoul would be one PR firm worth looking into as it is highly client-centric and very …show more content…

One new aspect to Korean culture that we can possibly tap into is the trend of Mukbang. Mukbang comes from the two Korean words for “eat” and “broadcast.” This trend involves people video-streaming them eating large amounts of food to thousands of people. Supposedly, it has become popular in South Korea due to the number of single-member households in Seoul (“Young Koreans Are Raking In”). People enjoy the experience of not having to eat alone. It is also said to be enjoyed by people who are on diets or are just unable to eat certain foods (“Young Koreans Are Raking In”). I believe that we may be able to use this trend to our advantage. These broadcasters, also called BJs, become trusted friends to their viewers. It might be possible to send Pop Tarts for these BJs to try while broadcasting. This would be getting the Pop Tart brand to thousands of Koreans in our target market with little to no effort. This would help us get around the junk food television

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