BREAKFAST GONE BAD … the case of Kellogg’s rice Krispies^®

Abstract

Learning outcomes

After having discussed the case, the reader will be able to analyse the dangers associated with product changes; contrast various strategic marketing issues that can be considered when implementing changes, including marketing communication and the use of social media; motivate an approach to customer complaints and comments on the launch of a new product; and comment on the ethical issues associated with new product launches.

Case overview/synopsis

Marketers are focused on satisfying customers’ needs, and no organisation would deliberately offend or alienate customers. Occasionally, organisations make decisions that anger customers as they do not understand the reasoning behind them. Sometimes, the decision is the correct one and once the company has clarified the reason behind it, the customer adjusts to the new situation. At other times, the consumer refuses to accept the decision and abandons the organisation or the specific product. This situation indicates some important negative outcomes for companies when making changes to product formulas. Social media allows customers to complain and comment, adding visibility to the situation. All these factors contribute to presenting management with a challenge in dealing with this situation, considering the needs of the company and balancing them with the customer reactions.

Complexity academic level

Third-year strategic marketing students MBA students (marketing courses)

Supplementary materials

Teaching notes (and necessary annexures) permissions.

Subject code

CSS 8: Marketing.

Citation

Berndt, A. (2019), "BREAKFAST GONE BAD … the case of Kellogg’s rice Krispies^®", , Vol. 9 No. 3. https://doi.org/10.1108/EEMCS-02-2019-0035