Invention of Kellogg's cornflakes

Unique Value Proposition (UVP) (a statement that clearly expresses the product or service's distinct selling points to potential customers)

Their UVP was: “Kellogg's offers healthy and fast breakfast, ready to eat”.

In 1898 John Kellogg began serving corn flakes to his patients at the sanitarium, as a method of cleansing their bodies and reducing their sex drive. Kellogg convinced himself that eating meats and spicy foods increase the desire for sex. Instead, he prescribed a bland tasteless diet containing mostly whole grains and nuts. In 1923 the company hired a dietitian to help create a proper diet.

Pain points (specific problems faced by customers in the marketplace)

Before 1906 In The main pain points were the cardboard taste of the corn flakes (a heretical thought to John Kellogg’s) and the lack of variety in flavors and forms.

Corn flake sales remained low, mostly because John Kellogg still refused to add sugar to the recipe to make it more palatable.

Approach in solving the need

On the other hand, Will Keith Kellogg was a business minded person and his approach was more buyable. Kellogg’s Cornflake became a healthy alternative to a heavy or lengthy processed breakfast. After experimenting with different flavors, it became more popular and now it’s one of the most famous options for everyday breakfast.

What were the benefits of their approach? 

At present Kellogg’s Cornflakes is known to the whole world. People all around the world are using this option for breakfast. Kellogg’s Cornflakes has become an easy, tasty, healthy and affordable breakfast for everyone.

Differentiating Kellogg’s cornflakes from other competitors 

- Kellogg's is one of the world's largest breakfast cereal brand and its products are marketed in more than 80 countries. (DIVERSE USERS)

- Kellogg's has great marketing initiatives through various campaigns especially targeted towards child nutrition (MARKETING STRATEGIES)

- The company has a strong legacy since it had started in the year 1906 (MAINTAINED A STRONG HISTORY)

- The company has a global workforce of 30,000+ people (HUMAN CAPITAL)

- Strong commitment to nutrition (HEALTH APPROACH)

- Emphasize on long term (SUSTAINABILITY)

- Maintained quality and the improvement of taste with various flavors (TRUST)

- Ease of consumption and efficiency (PRODUCTIVITY)

- Special flavors specific to location sold. (CREATIVITY)