Quaker Oats - Brand Equity and Positioning

The Quakers were first founded in the mid-1600s in England and were formerly known as The Religious Society of Friends. They were a very simple and devoted democratic group of people. When they arrived in America, they began to try to settle in Massachusetts. Massachusetts was also where the Puritan colonists had been settling and because they (the Quakers) threatened the Puritan’s beliefs in America they gave them and other opposing religions, such as the Baptists, harsh punishments for inhabiting their land which included hanging, fines, whipping, and banishing the people from Massachusetts. The Quakers later moved their efforts to the new land of Pennsylvania. They established their land on “the equality of all persons (including women, blacks, and Indians) before God.” They proved this stance of equality by being the “first group of whites to repudiate slavery” of Africans. They also purchased their found land from the Indians that owned it. These actions show that the Quakers truly lived in equality. “Religious freedom was Penn’s most fundamental principle.” The Quakers never gave an established church for Pennsylvania and allowed almost all religious freedom in its land. Although the Quakers were lenient on race, gender, and religious preference they did have a “strict code of personal morality.” They “prohibited swearing, drunkenness, and adultery” among many other activities that they thought were immoral. Many of their beliefs spread throughout America and has

Quakers- those who condemned extravagance, sought to restore Christianity to its early simple spirituality; William Penn made Pennsylvania a refuge for his fellow Quakers who refused to pay taxes or serve in the military for the Church of England.

The Quakers were different from many of the settlers of other early American colonies. The Quakers, also known as the Society of Friends, were built upon ideals of pacifism and benevolence. They did not come here as traders or merchants. The Quakers came here for religious freedom, as did many others. However, Quakers, who had experienced persecution in other colonies like

Abstract: The following is a case study discussing Oreo’s 100th birthday campaign. In 1912, Oreo was first sold in Hoboken in USA, since then it has become the best-selling cookie brand for the 21st century. At 100 years old, Oreo seemed younger than ever, so the company launched an outstanding campaign called “Daily Twist”. This case study includes the aim of this campaign, the targeted audience, the strategy used, the outcomes in addition to my personal opinion regarding this campaign.

In 2006, Kellogg’s launches Special K forest berries and Special K honey almond. A year later, Special K Advantage (fibre) appears in Australia. The last flavor is Special K chocolatey flakes, launched in 2009. The packaging has barely changed since its creation: white background, to represent the purity of the product, and the milk, the big symbol in the middle for the product identity, and some flakes on the right side, for the product representation. There has been an evolution of the nutritional information: now the main compositions are on the front side of the package (sugar, fat, calories). It is part of the strategy to position the product as a partner in weight loss. Te product is considered as a good quality, thanks to its characteristics (benefits for the consumer), and the “Our guarantee to you”, a little section on the left side of the box, explaining that Kellogg has a quality system that assures the highest quality standards to deliver the best product to the consumer. The target of Special K is women, from 20 to 40 years old. Women who try to look and feel good, who are working or raising their children, who want to conciliate their activities with their femininity. Women are represented next to the mention “99% fat free”, and on the back side of the box. Usually they are slim, active and happy. The strategy of Special K is to accompany women all day long, with different products, and to propose them to eat cereals not only for

or "Children of Light," they felt that God speaks to their hearts, as some sort of inner light. Because they were said to tremble or quake whenever receiving this inner light, they got the name Quakers.

The Quakers believed in the Bible as their truth. They believed in direct comunication with God himself. This is exprssed by George Fox in the statement, "Christ is come to teach his people himself.” They constantly preached their truth. This causes tension in Pennsylvania, where they resided, because the others in the community got tired of the Quaker’s preaching.

Thus, companies seek to strengthen customer loyalty. Brand loyalty is considered to tilt the consumer to purchase the package / product specific brand (Jacoby and Chestnut, 1978). Later, Oliver (1997) defined loyalty as "a deeply held commitment to REBUY or repatronize preferred product / service consistently in the future, thereby causing repetitive same-brand or same brand set purchasing, despite situational influences and marketing activities, which would result in causing switching behavior "(p. 34). This conceptual definition covers two different aspects of loyalty: the behavioral. This is consistent with an integrated conceptual framework proposed by Dick and Basu (1994), that customer loyalty is regarded as a "power relationship between the relative position of the individual and repeat

Quaker people group with a strict faith in the congregation and the conventional family. This

The Religious Society of Friends, better known as the Quakers, is a Christian society who believes God in is the presence of each and every person. The Religious group was founded in the mid-17th century by George Fox in England. Eventually the group came to America for a better life and religious opportunities.

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

One thing that can make or break a company is its brand equity. Brand equity is the value that comes with the familiarity with a company’s branding and the feelings consumers have towards that brand (Brand Equity, n.d.). A company with strong brand equity usually gives consumers a sense of reliability and value; causing a higher inclination to purchase its products. It usually takes

When the customer knows the brand value and familiar with the unique associations of the brand then that customer holds the position of resonance with the brand in terms of brand loyalty (keller, 2016).

Other ethical practices by Kellogg’s are their newest efforts to end unfair marketing to children. They have created a “Nutrient Criteria” guide that sets the standards for what is and what isn’t healthy for children to consume, or over consume. Their products that do not fit these criteria are immediately ceased from marketing to children under the age of 6. Such Kellogg’s products that fall under this category as “unhealthy” are Pop-Tarts™, Froot Loops™, and Apple Jacks™. All of these products fall under Kellogg’s top sellers, and no longer marketing these to children may take a toll on the profits. Assuredly, Kellogg’s is aware of this, yet still they continue to set standards in the food and beverage industry by being one of the first companies to show a dedication to the cause of childhood