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Kellogg’s Fights Corn Flakes Knockoffs in the U.K. … With Lasers

Kellogg’s Fights Corn Flakes Knockoffs in the U.K. … With Lasers. BA 497 Shannon Miles, John Daly & Chris Browning. Branded Flakes. Brand Protection. Loss of Revenue: Brand infringement in U.K. has reduced sales revenue on Corn Flakes Knockoffs:

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Kellogg’s Fights Corn Flakes Knockoffs in the U.K. … With Lasers

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  1. Kellogg’s Fights Corn Flakes Knockoffs in the U.K. … With Lasers BA 497 Shannon Miles, John Daly & Chris Browning

  2. Branded Flakes

  3. Brand Protection • 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

  4. Brand Infringement • 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!

  5. Brand Loyalty • “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

  6. Knockoffs

  7. Discussion • 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?

  8. Prize Questions! • 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?

  9. Works Cited Hall, 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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