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Kellogg Company
Company Profile
Publication Date: 8 Sep 2010
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Kellogg Company Page 2 Datamonitor
Kellogg Company
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TABLE OF CONTENTS
Company
Overview..............................................................................................4
Key
Facts...............................................................................................................4
Business
Description...........................................................................................5
History...................................................................................................................6
Key
Employees.....................................................................................................8
Key Employee
Biographies................................................................................10
Major Products and
Services............................................................................18Revenue
Analysis...............................................................................................19
SWOT
Analysis...................................................................................................20
Top
Competitors.................................................................................................26
Company
View.....................................................................................................27
Locations and
Subsidiaries...............................................................................31
Kellogg Company Page 3 Datamonitor
Kellogg CompanyTABLE OF CONTENTS
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COMPANY OVERVIEW
Kellogg Company (Kellogg) is an American multinational producer
of breakfast foods, snack foods,cookies, and crackers. The company
also manufactures and markets ready-to-eat cereals andconvenience
foods such as toaster pastries, cereal bars, fruit snacks, frozen
waffles and veggiefoods. The company is headquartered in Battle
Creek, Michigan and employs 30,900 people.
The company recorded revenues of $12,575 million during the
financial year ended December 2009(FY2009), a decrease of 1.9%
compared with 2008. The decline was driven by a negative impactfrom
foreign currency translation and an extra shipping week in 2008.
The operating profit of thecompany was $2,001 million in FY2009, an
increase of 2.5% over 2008. The net profit was $1,212million in
FY2009, an increase of 5.6% over 2008.
KEY FACTS
Kellogg CompanyHead OfficeOne Kellogg SquareBattle CreekMichigan
49016 3599USA1 269 961 2000Phone
1 269 961 2871Fax
http://www.kelloggcompany.comWeb Address12,575.0Revenue /
turnover
(USD Mn)DecemberFinancial Year End30,900EmployeesKNew York
Stock
Exchange Ticker
Kellogg Company Page 4 Datamonitor
Kellogg CompanyCompany Overview
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BUSINESS DESCRIPTION
Kellogg Company (Kellogg) along with its subsidiaries is engaged
in the manufacture and marketingof ready-to-eat cereals and
convenience foods such as cookies, crackers, toaster pastries,
cerealbars, frozen waffles and meat alternatives. These products
are manufactured by the company in 18countries and marketed in more
than 180 countries worldwide. The companys brands includeKelloggs,
Keebler, Pop-Tarts, Eggo, Cheez-It, All-Bran, Mini-Wheats,
Nutri-Grain, Rice Krispies,Special K, Chips Deluxe, Famous Amos,
Sandies, Austin, Club, Murray, Kashi, Bear Naked,Morningstar Farm,
Gardenburger and Stretch Island.
Kellogg operates through four geographic segments: North
America, Europe, Latin America, andAsia Pacific.
The companys cereal products are marketed under the Kellogg's
brand, and are sold primarily tothe grocery trade through direct
sales force.The company uses broker and distribution
arrangementsfor certain products in less-developed market areas.
The company markets cookies, crackers, andother convenience foods,
under brands such as Kellogg's, Keebler, Cheez-It, Murray, Austin
andFamous Amos, to supermarkets in the US through a direct
store-door (DSD) delivery system. Kelloggalso offers Special K2O
flavored water and flavored protein water mixes.
The company's trademarks include logos and depictions of certain
animated characters in conjunctionwith its products, including
Snap!Crackle!Pop! for Cocoa Krispies and Rice Krispies cereals
andRice Krispies Treats convenience foods; Tony the Tiger for
Kellogg's Frosted Flakes, Zucaritas,Sucrilhos and Frosties cereals
and convenience foods; Ernie Keebler for cookies, convenience
foodsand other products; the Hollow Tree logo for certain
convenience foods; Toucan Sam for FrootLoops; Dig 'Em for Smacks;
Coco the Monkey for Coco Pops; Cornelius for Kellogg's Corn
Flakes;Melvin the elephant for certain cereal and convenience
foods; Chocos the Bear, Kobi the Bear andSammy the Seal for certain
cereal products.
The company's research to support and expand the use of its
existing products and to develop newfood products are carried out
from the W. K. Kellogg Institute for Food and Nutrition Research
inBattle Creek, Michigan, and at other locations around the
world.
Kellogg Company Page 5 Datamonitor
Kellogg CompanyBusiness Description
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HISTORY
Kellogg Company (Kellogg) was founded in 1906 as the Battle
Creek Toasted Corn Flakes Company.The company changed its name to
Kellogg Company (Kellogg) in 1922 after it began making
cerealsother than cornflakes.
In 1964, Kellogg began to diversify with the introduction of the
Pop-Tart and the acquisition of SaladaFoods, which introduced tea
and desserts to its product line. Kellogg then acquired Eggo
waffles inthe 1970s, along with Fearn International, makers of
soups, sauces, and other foods. In 1976, Kelloggacquired Mrs
Smith's Pie Company and Pure Packed Foods in 1977. During the same
time, thecompany began a restructuring program with the formation
of the US Convenience Foods Division.Kellogg also began production
of a new cereal line in conjunction with ConAgra, under the
HealthyChoice label.
The company's operations expanded into Australia, the UK, Asia
and Latin America during 1997and 1998. In 2000, the company added
natural cereal and convenience food maker Kashi to its UScereal
division. In 2001, the company acquired Keebler Foods, engaged in
the production of a broadline of cookie and cracker products and a
number of other consumer food products such as Cheez-Itand
Carr's.
Kellogg formed a multi-year global relationship with Disney in
2002. In the same year, the companyentered into a strategic
alliance with Roskam Baking.The company relocated its US Snacks
businessunit from Elmhurst, Illinois to Battle Creek, Michigan in
2004. Kellogg acquired Kraft's fruit snacksoperation during
2005.
During 2006, Kellogg extended its Special K product line into
the diet and nutrition sections of groceryand drug stores with the
launch of three protein-fortified products. These were the first
products tocome from the company's new health and wellness
division. In the same year, the company introducedKellogg's Crunchy
Nut sweet and salty granola bars.
Kellogg entered the fast-growing trail-mix granola bar category
with the launch of new Nutri-Grainfruit and nut bars, in 2007. In
the same year, the company acquired Wholesome & Hearty
FoodsCompany, the US manufacturer of vegetarian foods marketed
under the Gardenburger brand.
In 2008, the company acquired The United Bakers Group, one of
Russia's largest cracker, biscuitand breakfast cereal producers.
During the same year, one of Kellogg's majority-owned
subsidiariesacquired substantially all of the assets of Zhenghang
Food Company (Navigable Foods), amanufacturer of cookies and
crackers in the north and northeastern regions of China.
Kellogg, in 2008, acquired the assets of IndyBake Products and
Brownie Products, a privately heldcontract manufacturing business
that produces cracker, cookie and frozen dough products. In thesame
year, the company acquired Specialty Cereals, a privately owned
manufacturer of naturalready-to-eat cereals based in Sydney,
Australia.
Kellogg Company Page 6 Datamonitor
Kellogg CompanyHistory
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In January 2009, Kellogg voluntary recalled certain Austin and
Keebler branded peanut buttersandwich crackers and select
snack-size packs of Famous Amos peanut butter cookies and
KeeblerSoft Batch Homestyle peanut butter cookies, as they were
contaminated with Salmonella. Later inMarch 2009, the company also
recalled Keebler Soft Batch Homestyle Chocolate Chunk
Cookies,Oatmeal Raisin Cookies, and Special K Protein Meal Bar
Honey Almond variety.
Kellogg's Special K brand introduced its first weight-management
protein shake in May 2009. In thefollowing month, the company
enhanced the nutrition credentials by adding essential fibre to
popularready-to-eat cereals in Canada and the US.
In June 2010, Kellogg implemented a voluntary recall of certain
breakfast cereals including Kellogg'sApple Jacks, Fruit Loops, Corn
Pops and Honey Smacks due to an uncharacteristic off-flavor
andsmell from the liner in the package.The company introduced the
new Kellogg's FiberPlus AntioxidantsCereals in July 2010.
Kellogg Company Page 7 Datamonitor
Kellogg CompanyHistory
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KEY EMPLOYEES
CompensationBoardJob TitleName11419447 USDExecutive
BoardPresident and Chief Executive
OfficerA. D. David Mackay
Executive BoardExecutive Vice President and ChiefOperating
Officer
John A. Bryant
Non Executive BoardChairmanJames M. Jenness
224389 USDNon Executive BoardDirectorBenjamin S. Carson254389
USDNon Executive BoardDirectorJohn T. Dillon
242389 USDNon Executive BoardDirectorGordon Gund
234889 USDNon Executive BoardDirectorDorothy A. Johnson
227389 USDNon Executive BoardDirectorAnn McLaughlin
Korologos
233889 USDNon Executive BoardDirectorSterling Speirn
251389 USDNon Executive BoardDirectorJohn L. Zabriskie
236889 USDNon Executive BoardDirectorDonald R. Knauss
233889 USDNon Executive BoardDirectorRobert A. Steele
237739 USDNon Executive BoardDirectorRogelio M. Rebolledo
Senior ManagementChief Financial OfficerRonald L Dissinger
Senior ManagementSenior Vice President, Global PublicPolicy and
External Relations; andChief Sustainability Officer
Celeste A. Clark
4275174 USDSenior ManagementSenior Vice President, Kellogg
andPresident, Kellogg North America
Bradford J. Davidson
4096450 USDSenior ManagementSenior Vice President,
Kellogg;Executive Vice President, Kellogg
Timothy P. Mobsby
International; and President, KelloggEurope
Senior ManagementSenior Vice President, Kellogg; andPresident,
Kellogg SpecialtyChannels
David J. Pfanzelter
Senior ManagementSenior Vice President, GeneralCounsel,
Corporate Developmentand Secretary
Gary H. Pilnick
3390589 USDSenior ManagementSenior Vice President, Kellogg
andPresident, Kellogg International
Paul T. Norman
Senior ManagementSenior Vice President, Kellogg; andPresident,
US Morning Foods
Juan Pablo Villalobos
Senior ManagementVice President, Research, Qualityand
Technology
Margaret Bath
Kellogg Company Page 8 Datamonitor
Kellogg CompanyKey Employees
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CompensationBoardJob TitleNameSenior ManagementVice President
and Global Chief
Marketing OfficerMark R. Baynes
Kellogg Company Page 9 Datamonitor
Kellogg CompanyKey Employees
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KEY EMPLOYEE BIOGRAPHIES
A. D. David Mackay
Board: Executive BoardJob Title: President and Chief Executive
OfficerSince: 2006Age: 54
Mr. Mackay has been the President and Chief Executive Officer at
Kellogg since 2006. He has beenthe President of the company since
2003. Mr. Mackay joined Kellogg Australia as Group ProductManager
in 1985. He became Category Director, ready-to-eat cereals in 1987.
He returned toAustralia in 1991 as Marketing and Sales Director,
Kellogg Australia. In 1992, Mr. Mackay left Kelloggand became the
Managing Director of Sara Lee Bakery in Australia. He returned to
Kellogg in 1998as Managing Director, Kellogg Australia and was
promoted to Managing Director, the UK and Republicof Ireland later
in 1998. Mr. Mackay was promoted to Senior Vice President, Kellogg
and President,Kellogg US in 2000. He became Executive Vice
President, Kellogg. He was named President andChief Operating
Officer of Kellogg in 2003. Mr. Mackay is also Director of Fortune
Brands, GroceryManufacturers of America, The Consumer Goods Forum
and the Kalamazoo Institute of Arts.
John A. Bryant
Board: Executive BoardJob Title: Executive Vice President and
Chief Operating OfficerSince: 2010Age: 44
Mr. Bryant has been the Executive Vice President, Chief
Operating Officer, and a member of theBoard of Director at Kellogg
since 2010. He has been the Executive Vice President at the
companysince 2002 and Chief Operating Officer since 2008. He joined
Kellogg in 1998. Mr. Bryant servedas Vice President, Kellogg North
America strategy development/business understanding and, in1998, he
was named Vice President, Financial Planning, and Cereal. In 2000,
Mr. Bryant was namedthe Senior Vice President and Chief Financial
Officer, Kellogg US. He became Senior Vice Presidentand Chief
Financial Officer of Kellogg Company in 2002. In the same year, he
was promoted toExecutive Vice President of Kellogg in addition to
his role as Chief Financial Officer. Before joiningKellogg, Mr.
Bryant held leadership positions with Deloitte & Touche,
Marakon and A.T. Kearney.
James M. Jenness
Board: Non Executive BoardJob Title: ChairmanSince: 2005
Kellogg Company Page 10 Datamonitor
Kellogg CompanyKey Employee Biographies
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Age: 63
Mr. Jenness has been the Chairman at Kellogg since 2005. He
served as Chief Executive Officerof the company until 2006. Before
this role, Mr. Jenness served as Chief Executive Officer
ofIntegrated Merchandising Systems. Prior to joining Integrated
Merchandising Systems, he servedas Vice Chairman and Chief
Operating Officer of Leo Burnett Company. Mr. Jenness is
alsoCo-Trustee of the WK Kellogg Foundation Trust. He is a Director
of Kimberly-Clark Corporation,Children's Memorial Hospital and the
Mercy Home for Boys and Girls.
Benjamin S. CarsonBoard: Non Executive BoardJob Title:
DirectorSince: 1997Age: 58
Dr. Carson has been a Director at Kellogg since 1997. He is also
a Director of pediatric neurosurgeryat The Johns Hopkins Medical
Institutions. Dr. Carson is also a Professor of oncology,
pediatrics,neurological surgery and plastic surgery at The Johns
Hopkins Medical Institutions. He also servesas a Director at Costco
Wholesale Corporation, the Academy of Achievement and is an
EmeritusFellow of the Yale Corporation, the governing body of Yale
University. Dr. Carson is the Presidentand co-founder of the
Carsons Scholars Fund.
John T. Dillon
Board: Non Executive BoardJob Title: DirectorSince: 2000Age:
71
Mr. Dillon has been a Director at Kellogg since 2000.
Previously, he served as the Chairman andChief Executive Officer of
International Paper Company. Mr. Dillon is also a Director of
Caterpillarand E.I. duPont de Nemours & Co. He served as
Chairman of the Business Roundtable and theAmerican Forest and
Paper Association and as the Chairman of the Board of governors of
theNational Council for Air and Stream Improvement.
Gordon Gund
Board: Non Executive BoardJob Title: DirectorSince: 1986Age:
70
Kellogg Company Page 11 Datamonitor
Kellogg CompanyKey Employee Biographies
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Mr. Gund has been a Director at Kellogg since 1986. He is the
Chairman and Chief Executive Officerof Gund Investment Corporation.
Mr. Gund is the Chairman and co-founder of the Foundation
FightingBlindness.
Dorothy A. Johnson
Board: Non Executive BoardJob Title: DirectorSince: 1998Age:
69
Ms. Johnson has been a Director at Kellogg since 1998. She is
the President of Ahlburg Company.Ms. Johnson is a former Director
of National City Bank Corporation, the Corporation for Nationaland
Community Service, Council on Foundations, Foundation Center,
Independent Sector, theNational Charities Information Bureau, the
National Center on Family Philanthropy, Indiana Centeron
Philanthropy and the Presbyterian Foundation.
Ann McLaughlin Korologos
Board: Non Executive BoardJob Title: DirectorSince: 1989Age:
68
Ms. Korologos has been a Director at Kellogg since 1989.
Previously, she served as a Senior Advisorto Benedetto, Gartland
& Company. Currently, Ms. Korologos also serves on the Boards
of AMRCorporation (the parent company of American Airlines); Host
Hotels and Resorts, Harman InternationalIndustries and Vulcan
Materials Company.
Sterling Speirn
Board: Non Executive BoardJob Title: DirectorSince: 2007Age:
62
Mr. Speirn has been a Director at Kellogg since 2007. He is the
President and Chief Executive Officerof the WK Kellogg Foundation.
Mr. Speirn was previously the President of Peninsula
CommunityFoundation. He was also Founder and Chairman of the Center
for Venture Philanthropy. He is aformer Chairman of Northern
California Grantmakers and served on the Advisory Council of
theGlobal Philanthropy Forum. Mr. Speirn is Co-Creator and former
Board member of the Raising AReader take-home book bag program.
John L. Zabriskie
Kellogg Company Page 12 Datamonitor
Kellogg CompanyKey Employee Biographies
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Board: Non Executive BoardJob Title: DirectorSince: 1995Age:
70
Dr. Zabriskie has been a Director of Kellogg since 1995. He is
the President of Lansing BrownInvestments. From 1997 to 1999, Dr.
Zabriskie served as the Chairman and Chief Executive Officerof NEN
Life Science Products. Previously, he was the Chairman, President
and Chief ExecutiveOfficer of Pharmacia & Upjohn, Executive
Vice President of Merck & Co. Dr. Zabriskie is also aDirector
of Array Biopharma, Area Discovery, PureTech Ventures and Protein
Forest.
Donald R. Knauss
Board: Non Executive BoardJob Title: DirectorSince: 2007Age:
59
Mr. Knauss has been a Director at Kellogg since 2007. He also
serves as the Chairman and ChiefExecutive Officer of The Clorox
Company since 2006. Prior to joining The Clorox Company, Mr.Knauss
spent 12 years with The Coca-Cola Company in a variety of general
management anddivision president roles. Prior to that, he held
various positions in marketing and sales with PepsiCoand Procter
& Gamble, and served as an officer in the US Marine Corps.
Robert A. Steele
Board: Non Executive BoardJob Title: DirectorSince: 2007Age:
54
Mr. Steele has been a Director at Kellogg since 2007. He also
serves as the Vice Chairman, GlobalHealth and Well-Being at Procter
& Gamble since 2007. Mr. Steele was Group President -
GlobalHousehold Care at Procter & Gamble from 2006 to 2007 and
Group President - North America from2004 through 2006. Prior to
that, he was President, North America from 2000 through 2004.
Rogelio M. Rebolledo
Board: Non Executive BoardJob Title: DirectorSince: 2008
Mr. Rebolledo is currently a Director at Kellogg. Previously, he
served as the Chairman of the PepsiBottling Group, Mexico. Mr.
Rebolledo also served as the company's President and Chief
Executive
Kellogg Company Page 13 Datamonitor
Kellogg CompanyKey Employee Biographies
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Officer from 2004-2006. Prior to joining the Pepsi bottling
business in Mexico in 2004, he held anumber of key positions during
his 27-year tenure with PepsiCo.
Ronald L Dissinger
Board: Senior ManagementJob Title: Chief Financial OfficerSince:
2010Age: 52
Mr. Dissinger has been the Chief Financial Officer at Kellogg
since 2010. He joined Kellogg in 1987as a Supervisor in general
accounting for the Mrs. Smith's subsidiary and was promoted to
manager,cost accounting in 1990.
Celeste A. Clark
Board: Senior ManagementJob Title: Senior Vice President, Global
Public Policy and External Relations; and Chief
SustainabilityOfficerSince: 2010Age: 56
Dr. Clark has been Senior Vice President of Global Public Policy
and External Relations and ChiefSustainability Officer at Kellogg
since 2010. She joined the company in 1977 as a Nutritionist.
Dr.Clark also serves on the Boards of Auto Club Group and AAA
Michigan. She also serves on theScientific Advisory Board of Mead
Johnson Nutritionals.
Bradford J. Davidson
Board: Senior ManagementJob Title: Senior Vice President,
Kellogg and President, Kellogg North AmericaSince: 2008Age: 49
Mr. Davidson has been the Senior Vice President of Kellogg and
President of Kellogg North Americasince 2008. He joined Kellogg
Canada as a Sales Representative in 1984. He held numerouspositions
in Canada, including Manager of trade promotions, Account
Executive, Brand Manager,area Sales Manager, Director of customer
marketing and category management, and Director ofWestern Canada.
Mr. Davidson moved to Kellogg US in 1997 as Director of trade
marketing. Helater was promoted to Vice President, channel sales
and marketing and then to Vice President,national teams sales and
marketing. In 2000, he was promoted to Senior Vice President, sales
forthe Morning Foods Division, Kellogg US, and to Executive Vice
President and Chief Customer Officerof Morning Foods Division for
Kellogg US in 2002.
Kellogg Company Page 14 Datamonitor
Kellogg CompanyKey Employee Biographies
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Timothy P. Mobsby
Board: Senior ManagementJob Title: Senior Vice President,
Kellogg; Executive Vice President, Kellogg International;
andPresident, Kellogg EuropeSince: 2000Age: 54
Mr. Mobsby has been the Senior Vice President of Kellogg;
Executive Vice President at KelloggInternational; and President of
Kellogg Europe since 2000. He joined the company in 1982 in theUK.
From 1988 to mid 1990, he worked in the cereal marketing group of
Kellogg US. From 1990 to1993, Mr. Mobsby was President and Director
General of Kellogg France & Benelux. He wassubsequently
appointed Vice President of marketing, innovation and trade
strategy for KelloggEurope based in Manchester, England.
David J. Pfanzelter
Board: Senior ManagementJob Title: Senior Vice President,
Kellogg; and President, Kellogg Specialty ChannelsSince: 2004Age:
57
Mr. Pfanzelter has been the Senior Vice President of Kellogg and
President of Kellogg SpecialtyChannels since 2004. He began his
foodservice career in 1975 with Oscar Mayer Foods Corporation.In
1998, he joined the Keebler Foods Company as Vice President and
General Manager of thefoodservice division and was also a Corporate
Officer. Following the acquisition of Keebler in 2001,Mr.
Pfanzelter was named President of Kellogg's Food Away From Home. He
was promoted toKellogg's Vice President in 2003.
Gary H. Pilnick
Board: Senior ManagementJob Title: Senior Vice President,
General Counsel, Corporate Development and SecretarySince: 2003Age:
45
Mr. Pilnick has been the Senior Vice President, General Counsel
and Secretary at Kellogg since2003. He joined the company in 2000
as Vice President, Deputy General Counsel and AssistantSecretary.
Prior to joining the company, Mr. Pilnick was affiliated with the
Chicago law firm of Jennerand Block from 1989 to 1995. He served as
Vice President and Chief Corporate Counsel for SpecialtyFoods
Corporation from 1995 to 1997. Mr. Pilnick became Vice President
and Chief Counsel of SaraLee Branded Apparel, North and South
America in 1999.
Paul T. Norman
Kellogg Company Page 15 Datamonitor
Kellogg CompanyKey Employee Biographies
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Board: Senior ManagementJob Title: Senior Vice President,
Kellogg and President, Kellogg InternationalSince: 2008Age: 45
Mr. Norman has been the Senior Vice President at Kellogg and
President at Kellogg Internationalsince 2008. He joined Kellogg's
UK sales organization in 1987. Mr. Norman was promoted to
Directorof Marketing for Kellogg de Mexico in 1997; to Vice
President of Marketing for Kellogg US in 1999;and to President of
Kellogg Canada in 2000. He was promoted to Managing Director of
UK/Republicof Ireland in 2002. He was promoted to Kellogg Vice
President in 2004.
Juan Pablo Villalobos
Board: Senior ManagementJob Title: Senior Vice President,
Kellogg; and President, US Morning FoodsSince: 2008Age: 44
Mr. Villalobos has been Senior Vice President, Kellogg;
President, US Morning Foods since 2008.He joined Kellogg de Mexico
in 1991 as Brand Manager, Marketing and was promoted to GroupBrand
Manager in 1992. Mr. Villalobos became Marketing Director of
Kellogg Brazil in 1993 andGeneral Manager of Kellogg Chile in 1994.
Mr. Villalobos was promoted to General Manager ofKellogg Colombia
in 1995 and to Convenience Foods Director of Kellogg de Mexico and
LatinAmerica in 1997. Later, he became General Manager of Kellogg
de Mexico and Vice President ofKellogg Latin America in 1999.
Margaret Bath
Board: Senior ManagementJob Title: Vice President, Research,
Quality and TechnologySince: 2004Age: 46
Ms. Bath has been the Vice President of Research, Quality and
Technology at Kellogg since 2004.She joined Kellogg as Director,
Global Product Development in 2000. Prior to joining the
company,Ms. Bath was employed by Frito Lay in Plano, Texas. She is
a Board member of the AmericanAssociation of Cereal Chemists.
Mark R. Baynes
Board: Senior ManagementJob Title: Vice President and Global
Chief Marketing OfficerSince: 2008Age: 49
Kellogg Company Page 16 Datamonitor
Kellogg CompanyKey Employee Biographies
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Mr. Baynes has been the Vice President and Global Chief
Marketing Officer at Kellogg since 2008.He joined the company in
the UK in 1990 as Senior Brand Manager.
Kellogg Company Page 17 Datamonitor
Kellogg CompanyKey Employee Biographies
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MAJOR PRODUCTS AND SERVICES
Kellogg Company (Kellogg) is the global producer and marketer of
cereal and convenience foods.The company's key products and brands
include the following:
Products:
Ready-to-eat cerealsCookies Crackers toaster pastries Cereal
barsFrozen waffles Meat alternatives
Brands:
Kellogg's Keebler Pop-Tarts Eggo Cheez-It ClubNutri-GrainRice
Krispies All-Bran Special K Mini-Wheats Chips Deluxe Sandies
Morningstar FarmsFamous AmosKashi
Kellogg Company Page 18 Datamonitor
Kellogg CompanyMajor Products and Services
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REVENUE ANALYSIS
The company recorded revenues of $12,575 million during the
financial year ended December 2009(FY2009), a decrease of 1.9%
compared with 2008. For FY2009, North America, the company'slargest
geographic market, accounted for 67.7% of the total revenues.
Kellogg operates through four geographic segments: North
America, Europe, Latin America, andAsia Pacific.
Revenue by geography*
North America, Kellogg's largest geographical market, accounted
for 67.7% of the total revenues inFY2009. Revenues from North
America reached $8,510 million in 2009, an increase of 0.6%
over2008.
Europe accounted for 18.8% of the total revenues in FY2009.
Revenues from Europe reached $2,361million in 2009, a decrease of
9.9% compared with 2008.
Latin America accounted for 7.7% of the total revenues in
FY2009. Revenues from Latin Americareached $963 million in 2009, a
decrease of 6.5% compared with 2008.
Asia Pacific accounted for 5.9% of the total revenues in FY2009.
Revenues from Asia Pacific reached$741 million in 2009, an increase
of 3.5% over 2008.
* Percentages rounded off.
Kellogg Company Page 19 Datamonitor
Kellogg CompanyRevenue Analysis
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SWOT ANALYSIS
Kellogg is the worlds leading producer of cereal and one of the
leading producers of conveniencefoods. The company markets more
than 1,500 products in over 180 countries. A leading marketposition
provides Kellogg with significant bargaining power as well as
stabilizes the company'sfinancial growth. However, a weak economic
outlook for the important markets of Kellogg would putpressure on
its top line and bottom line growth.
WeaknessesStrengths
Dependence on few customers for majorportion of revenues
Leading market position built on strongbrands aided with robust
advertising spend
Product recalls hampering brand imageStrong product innovation
createssustainable growthStrong results in tough economic and
macroenvironment enhances investor's confidence
ThreatsOpportunities
Stringent regulationsEmerging health consciousness would
drivethe demand of the company's products Soft consumer spending in
the mature
markets of US and EuropeCost saving and efficiency programs
toenhance profitability Intense competition and changing global
retail scenarioGrowing global breakfast cereals market
Strengths
Leading market position built on strong brands aided with robust
advertising spend
With 2009 sales of $12,575 million, Kellogg is the worlds
leading producer of cereal and of theleading producers of
convenience foods. The company markets more than 1,500 products in
over180 countries. It offers its products under a large portfolio
of well recognized brands includingKelloggs, Keebler, Special K,
Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies,
Mothers,Morningstar Farms, Murray Sugar Free, Townhouse, All-Bran,
Frosted Mini-Wheats, Club, Kashi,Bear Naked, among others. Some top
brands have even become synonymous with the category.Kellogg has a
strong focus on strengthening its brands through advertising and
consumer promotion.Advertising investment of nearly $1.1 billion in
2009 continued its consistent and strong investmentinto building
its brands. At approximately 9% of net sales, this investment is
significantly above thanmost of its peers in the packaged foods
industry. In 2009, Kellogg took advantage of the significantmedia
deflation. Rather than cutting back on advertising spending, the
company invested even
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moreover $1 billion in advertisingresulting in more consumer
impressions and a greater impactfrom each dollar spent.
A leading market position provides Kellogg with significant
bargaining power as well as stabilizesthe company's financial
growth. Further, the company's strong brand strength supports the
innovationprocess, in launching new products and enhancing the
revenue stream. Kellogg has leveraged itshigh brand recognition to
increase customer loyalty and compete effectively with regional
players invarious markets.
Strong product innovation creates sustainable growth
Kellogg consistently develops products that are differentiated
in the marketplace and respond to thechanging tastes and lifestyle
needs of consumers around the globe.The company drives
developmentand visibility of a robust pipeline of new products. In
2009, Kellogg completed the expansion of itsprimary research and
development engine, the W.K. Kellogg Institute for Food and
Nutrition Research.Further, the company invests in an open
innovation program which enables Kellogg to benefit fromexternal
research from around the world to supplement its internal
development capabilities. Amongits many innovations in 2009,
Kellogg extended its largest brand, Special K, even further by
introducingSpecial K crackers, chocolatey pretzel bars, and fruit
crisps, as well as new flavors of Special Kcereal around the world
including cinnamon pecan, blueberry, chocolatey flakes, fruit &
nut clusters,and low-fat granola. The company also renovated many
of its existing brands. Recent renovationsfocused on reducing
sugar, sodium and fats. Kellogg also focuses on enhancing the
nutritional valueand benefits of the food products that it offers.
For example, in 2009 the company added fiber toFroot Loops and
Apple Jacks in the US as well as Froot Loops and Corn Pops in
Canada.
Strong focus on innovation and new product launches would enable
Kellogg to expand its presenceand strengthen the depth of its
portfolio. This would in turn translate into increasing revenues
andprofitability.
Strong results in tough economic and macro environment enhances
investor's confidence
Despite the backdrop of a difficult economic environment and a
tough competitive landscape, 2009was a profitable year for Kellogg.
Total shareowner return on Kellogg shares for FY2009 was 22%,ahead
of the S&P Packaged Foods & Meats Index total return of
16%. Five-year cumulative annualreturn of Kellogg shares (35%)
significantly outperformed both the Packaged Foods & Meats
Index(13%) and the S&P 500 Index (2%). In addition, Kellogg
generated $3.16 Earnings per Share, a13% increase on a
currency-neutral basis. Also, the company generated record cash
flow of nearly$1.3 billion. This enabled Kellogg to fulfill its
commitment of returning cash to shareowners byincreasing the
dividend by 10% and returning nearly three-quarters of a billion
dollars throughdividends and share repurchases. Robust performance
indicates financial soundness of the companyand enhances investor's
confidence in Kellogg.
Weaknesses
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Dependence on few customers for major portion of revenues
Kellogg has a concentrated customer base.The companys sales are
largely dependent on Wal-MartStores and its affiliates. For
instance, Wal-Mart accounted for approximately 21% of
Kellogg'sconsolidated net sales in FY2009. During the same period,
the companys top five customers,collectively, including Wal-Mart,
accounted for approximately 34% of its consolidated net sales
andapproximately 44% of US net sales. Moreover, approximately 17%
of the company's consolidatedreceivables balance and 26% of its US
receivables balance comprised of amounts owed by Wal-Martand its
affiliates as on January 2010. As the retail grocery trade
continues to consolidate and massmarketers become larger, Kellogg's
large retail customers may seek to use their position to
improvetheir profitability through lower pricing. Overdependence on
large retail customers could negativelyimpact the company's
profitability and volume growth.
Product recalls hampering brand image
Kellogg has been registering increasing instance of product
recalls recently. For instance, in January2009, Kellogg recalled
certain Austin and Keebler branded peanut butter sandwich, crackers
andselect snack-size packs of Famous Amos peanut butter cookies and
Keebler Soft Batch Homestylepeanut butter cookies. Products were
recalled due to the potential to be contaminated with Salmonella,an
organism which can cause serious and sometimes fatal infections in
young children, frail or elderlypeople, and others with weakened
immune systems. In the following month, the company recalledKeebler
Soft Batch Homestyle Chocolate Chunk Cookies, Oatmeal Raisin
Cookies and Special KProtein Meal Bar Honey Almond variety only.
This voluntary recall was a part of a larger productrecall by
Peanut Corporation's, one of Kellogg's peanut paste suppliers for
crackers. Most recentlyin June 2010, Kellogg implemented a
voluntary recall of certain breakfast cereals including
Kellogg'sApple Jacks, Fruit Loops, Corn Pops and Honey Smacks due
to an uncharacteristic off-flavor andsmell from the liner in the
package. Recurrent product recalls could affect the brand image of
thecompany, which would lead to low customer loyalty and brand
equity.
Opportunities
Emerging health consciousness would drive the demand of the
company's products
Over the past few years, there has been a newfound emphasis on
healthier eating. With a changinglifestyle, people are becoming
more aware of the negative effects of unhealthy eating habits.
Thisis leading to a higher demand for low carbohydrate and low
calorie foods worldwide. Accordingly,food items containing
trans-fat are losing market share to low calorie, low fat, natural
and organicproducts. According to industry reports, the sales for
organic food grew by 15.8% in 2008.The growthrates exceeded the
growth witnessed by conventional food products. Global demand for
organicfoods is expected to grow by 46% for a period of at least
five years starting 2009. Kellogg'sready-to-eat cereal brands are
well positioned to meet the demands developing from the
growinghealth and wellness trends. The companys largest brand
Special K, a low-fat cereal, continues togrow globally at nearly
double-digit rates and triple-digit in India. And, although only
recently launchedin South Korea, Special K is already a top cereal
brand in the country. Furthermore, as the cereal
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category continues to be on trend with demographic shifts around
the world, Kelloggs strong portfolioof adult cereals is well
positioned, meeting the needs of aging baby boomers seeking foods
that aidthem with weight management and digestive health. The
companys portfolio of brands catering tothe emerging health
conscious consumers would fuel its profitability and strengthen its
presence inthe future.
Cost saving and efficiency programs to enhance profitability
In order to cope up with the challenging operating environment,
Kellogg has set a goal of $1 billionin annual cost savings by the
end of 2011. Supporting the cost challenge is K-Lean, the
companysongoing initiative to drive continuous annual improvement.
Lean principles ensure that Kelloggssupply chain culture continues
to foster improvement, drive waste reduction, create
incrementalcapacity, optimize manufacturing operations, and uphold
exemplary quality and safety standards.Kellogg began the
implementation of Lean principles in its North American cereal
operations in 2008.In 2009, the company expanded K-Lean globally
throughout its manufacturing network, and followedwith a broad
implementation encompassing the supply chain support systems. Cost
saving andefficiency programs in 2009 provided substantial progress
and the company now expects to exceed$1 billion in savings over
this three year period. These initiatives will not only give
Kellogg excellentfinancial visibility but also positively enhance
its flexibility.
Growing global breakfast cereals market
The global breakfast cereals market has demonstrated steady
growth over a long period of time.According to Datamonitor
estimates, the global breakfast cereals market generated total
revenuesof $24.5 billion in 2008, representing a compound annual
growth rate (CAGR) of 3.3% for the periodspanning 2004-2008.
Ready-to-eat cereal sales proved the most important for the global
breakfastcereal market in 2008, generating total revenues of $21.5
billion, equivalent to 87.8% of the market'soverall value.The
performance of the market is forecast to follow a similar pattern,
with an anticipatedCAGR of 3.2% for the five-year period 2008-2013,
which is expected to lead the market to a valueof $28.7 billion by
the end of 2013. Kellogg is the worlds leading producer of cereal.
The companyis thus well positioned to exploit the growing breakfast
cereals market and enhance its top line andprofitability.
Threats
Stringent regulations
As a specialist in cereal and convenience foods, the company's
operations are subject to extensiveregulation by the US Department
of Agriculture, the US Food and Drug Administration and otherstate
and local authorities that oversee food safety standards and the
processing, packaging, storage,distribution, advertising and
labeling of the company's products. Kellogg's manufacturing
facilitiesand products are subject to constant inspection by
federal, state and local authorities. Some of theacts like Clean
Water Act, Clean Air Act, Solid Waste Disposal Act (as amended by
the Resource
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Conservation and Recovery Act), Comprehensive Environmental
Response, Compensation andLiability Act, Emergency Planning
Community Right-to-Know Act, Safe Drinking Water Act,
ToxicSubstances Control Act, and the Federal Insecticide,
Fungicide, and Rodenticide Act, and relatedstate and local laws and
regulations, Claims or enforcement proceedings could affect the
company.Additionally, the company is routinely subject to new or
modified laws, regulations, and accountingstandards. The company's
failure or inability to comply with such requirements could subject
thecompany to civil remedies, including fines, injunctions, recalls
or seizures, as well as potential criminalsanctions, which may
impact the business of the organization.
Soft consumer spending in the mature markets of US and
Europe
As a company dependent upon consumer discretionary spending,
Kellogg will face a challengingFY2010. All major western countries
including the US, the UK, Germany, France, Italy, Spain, Japanand
Australia are still reeling under the affect of recession. For
instance, the recent debt crisis ofGreece has the potential to
contaminate the entire European economy. With Portugal and
Spainalso showing contagion effects, the eminent threat of another
downfall in Europe is gaining grounds.Another economic turmoil and
reduced consumer wealth may result in consumers becoming
unwillingor unable to purchase the company's products, with clear
implications for turnover and profitability.In the US, the consumer
confidence is down being hit by both a property slump and rising
prices offood and fuel. Although consumer spending is seeing some
positive growth, Americans seem cautiousand are not willing to
increase spending, one of the reasons why the pace of the recovery
is estimatedto be more subdued than in the past. High unemployment
which is estimated to reach 10% in 2010,sluggish wage gains and
credit crunch are all expected to keep consumers relatively
cautious. Aweak economic outlook for the important markets of
Kellogg would put pressure on its top line andbottom line
growth.
Intense competition and changing global retail scenario
Kellogg faces intense competition across its product lines and
also in both domestic and internationalmarkets. Some of its
competitors like Sara Lee, Kraft Foods and PepsiCo have substantial
financial,marketing and other principal factors of competition
include new product introductions, productquality, taste,
nutritional value, price, and promotion. For instance, PepsiCo's
Quaker Oats is perceivedto offer healthier and more nutritious
cereals than Kellogg.
Furthermore, the companys products are sold in a marketplace
which is experiencing an increasedtrade concentration and the
growing presence of large-format retailers and discounters. With
thegrowing trend toward retail trade consolidation, the company is
increasingly dependent on keyretailers. Some of these retailers
have a greater bargaining strength than Kellogg. They may usethis
leverage to demand higher trade discounts, allowances or slotting
fees, which could lead toreduced sales or profitability. Kellogg
may also be negatively affected by changes in the policies ofits
retail trade customers, such as inventory de-stocking, limitations
on access to shelf space, delistingof products and other
conditions.
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Changes in the policies of its retail trade customers and
increasing dependence on key retailers indeveloped markets may
adversely affect its business. Increasing competition from
multinationalmanufacturers and private labels on the other hand
could adversely affect the company's margins.
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TOP COMPETITORS
The following companies are the major competitors of Kellogg
Company
Associated British Foods plcConAgra Foods, Inc.General Mills,
Inc.McKee Foods CorporationNestle S.A.PepsiCo, Inc.Sara Lee
CorporationInterstate Bakeries Corp.Hain Celestial Group, Inc.,
TheRalcorp Holdings, Inc.Kraft Foods, Inc.Cereal Partners
Worldwide
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Kellogg CompanyTop Competitors
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COMPANY VIEW
A joint statement by David Mackay, President and Chief Executive
Officer, and Jim Jenness, Chairmanof the board of Kellogg is given
below. The statement has been taken from the company's 2009annual
report.
In 2009, we delivered strong, high-quality results while
continuing to build an even stronger KelloggCompany for the
future.
Thanks to the hard work and passion of our 31,000 Kellogg
employees around the world, the strengthof Kellogg was demonstrated
again in 2009 with another year of sustainable and
dependableperformance. By any measure, this was one of the most
challenging operating environments indecades. However, we are
pleased that despite the backdrop of a difficult economic
environmentand a tough competitive landscape, 2009 was a very good
year for Kellogg.We once again deliveredhigh quality results while
building an even stronger company.
Kellogg grew internal net sales, operating profit and earnings
per share at, or above, our long-termannual targets.
We posted 3 percent growth in Internal Net Sales, driven by a
particularly strong year in cereal anda solid year in snacks.
We delivered a 10 percent improvement in Internal Operating
Profit, reflecting the success of ourcost savings and productivity
initiatives.
We generated $3.16 Earnings per Share, a 13 percent increase on
a currency-neutral basis.
We generated record cash flow of nearly $1.3 billion. We
fulfilled our commitment of returning cashto shareowners by
increasing our dividend by 10 percent and returning nearly
three-quarters of abillion dollars through dividends and share
repurchases.
Instead of viewing the economic climate as a roadblockwe see it
as an opportunity. We intend toemerge from this economic crisis as
an even stronger, more focused, more effective organization.
Throughout 2009, we invested in our strengthsbuilding our brands
in our core categories, spendingeffectively on brand-building
advertising and marketing, innovating and renovating our products
tomeet our consumers changing needs, and identifying and
implementing efficiencies and cost savingsthroughout our
organization. This investment lays the groundwork for continued
sustainable anddependable performance now and well into the
future.
Our well-known and trusted brands are the strength of Kellogg.
As a focused, branded food company,we provide a balanced portfolio
of brands that reaches consumers around the world. The key to
our
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success is in the way we strengthen our brands to keep them
relevant, resonant and powerful withconsumers. Consumers demand
variety and convenience, and, now more than ever, value.Consumers
are trading into our core categoriessuch as cerealin markets like
the United Statesand the United Kingdom, and they recognize that
Kellogg brands deliver on those needs.
We operate in two of the strongest categories in the food
industrycereal and snacksas well asfrozen foods. Our strategy is to
expand our cereal and snack business throughout the world andgrow
our frozen foods business in North America. Through leveraging the
power of our brands andour proven ability to execute, we are intent
on expanding our share in these categories.
The ready-to-eat cereal category is robust and growing on a
global basis. Its strong appeal toconsumers continues even during
this weak economy, as consumers seek greater value in additionto
taste and convenience. Our cereal portfolio continues to perform
well, not only in the U.S., butaround the globe in Mexico,
Australia, Canada and other core markets. In the U.S. we continue
todrive growth and advertising support behind our top eight brands
plus Kashi.
The cereal category continues to be on trend with demographic
shifts around the world. Our strongportfolio of adult cereals is
well positioned, meeting the needs of aging baby boomers seeking
foodsthat aid them with weight management and digestive health.
Our goal is to be consumers top choice within these categories
and also the leader in categorygrowth. To accomplish this, we must
develop new products to satisfy the consumer. The strengthof
Kellogg lies in our world-class innovation capabilities. Our
innovation process begins and endswith the consumer. Our product
development capabilities both in innovation (developing
newproducts) and renovation (improving existing products) are
critical to our continued success. Wecontinue to invest in projects
that expand our capabilities, focus our development efforts
onstrengthening our core brands and the equity behind them, and
maintain a balanced portfolio of foodofferings across our
categories, markets, and brands.
In 2009, we completed the expansion of our W.K. Kellogg
Institute for Food and Nutrition Research,our world class R&D
facility where we develop and renovate products to meet our
consumerschanging needs and tastes.The open atmosphere of this
facility fosters collaboration among diverseteam members,
converging the strengths of varying talents and knowledge bases.
Our pilot plantand super-kitchen improvements allow for rapid
prototyping and multiple, simultaneous prototypingstreams, both of
which are critical to quickly launching successful innovation into
the marketplace.
Continued investment in our open innovation program enables us
to benefit from outside researchfrom around the world to supplement
our internal development capabilities. We are seeing
positiveresults in our three areas of focustechnology, strategic
alliances with world-class research partners,and our online Great
Ideas portal.
We have strengthened our core brands through innovation of new
products and flavors. Among ourmany innovations in 2009, we
extended our largest brand, Special K, even further by
introducingSpecial K crackers, chocolatey pretzel bars, and fruit
crisps, as well as new flavors of Special K
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cereal around the world including cinnamon pecan, blueberry,
chocolatey flakes, fruit & nut clusters,and low-fat
granola.
We also strengthened our brands through renovation. Applying new
ideas to adjust the ingredientsand nutrients in our existing foods,
keeps our successful brands relevant with consumers today andin the
future, thereby protecting these equities going forward. Recent
renovations focused on reducingsugar, sodium and fats. Were also
enhancing the nutritional value and benefits our foods offer.
Forexample, in 2009 we added fiber to Froot Loops and Apple Jacks
in the United States as well asFroot Loops and Corn Pops in
Canada.
The strength of Kellogg is our long history of heavily investing
in advertising and marketing to supportour new and established
brands. In 2009, we took advantage of the significant media
deflation in anumber of our markets. Rather than cutting back on
advertising spending, we invested evenmoreover $1 billion in
advertising resulting in more consumer impressions and a greater
impactfrom each dollar spent.
To optimize our brand building, we consolidated our advertising
agencies, market researchers andother vendors to create greater
scale across the globe, improving the effectiveness of our
advertising.We realigned our brands and marketing strategies by
geographic regions to create even moreadvantages from scale.
Soon after we consolidated our market research, we realized the
benefit.We completed a broad-basedmarket research study in all of
our major ready-to-eat cereal markets. Our global research
foundthat adult females across a variety of cultures share the same
concerns and needs when it concernshealth and weight management. So
when we had early successes in the United Kingdom with aSpecial K
marketing campaign Moments of Truth, we were able to roll it out
across a variety ofmarkets that were culturally very different. We
had great results Special K continues to growglobally at nearly
double-digit ratestriple-digit in India. And, although only
recently launched inSouth Korea, Special K is already a top cereal
brand in that country.
We continue to embrace digital marketing, investing heavily in
digital capabilities, online campaignsand partnerships with experts
in the space. In 2009, we partnered with leaders in the digital
industry,such as Facebook for social media and Microsoft for
technology architecture. We began investingin new technology
infrastructures within Kellogg, increasing our ability to implement
successfulprograms from one area of the world to another with ease
and speed.
The strength of Kellogg is our employees.
The guiding principles of our K Values provide a positive and
strong foundation for everyone in theKellogg organization. Around
the world, our employees are committed to excellence, focused
onachieving our goals and eager to embrace new challenges. The
experience, ideas, and ingenuityof the employees throughout Kellogg
Company have generated a multi-year pipeline of
cost-savingsinitiatives and efficiency improvements. In 2009, the
entire Kellogg organization was challenged todeliver $1 billion in
annual cost savings by the end of 2011. Our employees rose to the
challenge,and we are currently on track to exceed that goal. We
dramatically increased our investment in
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productivity and cost-saving initiatives during 2009 to a level
equivalent to 26 cents of earnings pershare, which is 12 cents
above our strong 2008 level, while continuing to meet or exceed our
long-termperformance goals. We are investing the savings from these
initiatives back into the business,providing fuel for future
growth.
Supporting the $1 billion cost challenge is K-Lean, our ongoing
initiative to drive continuous annualimprovement. Lean principles
ensure that our supply chain culture continues to foster
improvement,drive waste reduction, create incremental capacity,
optimize manufacturing operations, and upholdexemplary quality and
safety standardsall while enhancing our focus on consumer and
customersatisfaction.
We began the implementation of Lean principles in our North
American cereal operations in 2008.In 2009, we expanded K-Lean
globally throughout our manufacturing network, and followed with
abroad implementation encompassing our supply chain support
systems. We will eventually leveragethese concepts across the
entire Company.
We see Lean as a culture-changing process that will take us to
new levels of cross-functionalcollaboration and continuous
improvement. Our long-term approach to making our business
moreefficient and effective rather than simply cutting functional
costs will benefit us for years to come.Already in 2009, cost and
capacity improvement activities combined with top-line growth
helped toexpand gross margins.
As we enter 2010, we anticipate that the operating environment
will remain challenging for Kellogg,our retailers and our
consumers. However, we will maintain our focus on consumers,
anticipatingtheir changing needs and tastes and keeping our
products relevant. We will continue to investaggressively to
support our brands. Our implementation of productivity and cost
savings initiativesin 2009 has given us excellent financial
visibility into our 2010 financial performance. By settingrealistic
financial targets, we will make decisions based on the long-term
benefit to our Companyand to our shareowners. We could not achieve
success without our consumers, our partners, ouremployees, and,
especially, our shareowners.
Thank you for your continued confidence and support. We will
continue to execute our sustainablegrowth model and focused
business strategy to deliver sustainable and dependable
performancethatis the strength of Kellogg.
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LOCATIONS AND SUBSIDIARIESHead OfficeKellogg CompanyOne Kellogg
SquareBattle CreekMichigan 49016 3599USAP:1 269 961 2000F:1 269 961
2871http://www.kelloggcompany.com
Other Locations and Subsidiaries
Keebler FoodsKellogg MexicoBattle CreekKm 1 Canetera al
CampoMoichiganI 49016 1986MilitarUSAQueretaro 76200
MEX
Kellogg Brasil & CiaKelloggAv Das Nacoes Unidas 12995Calle 3
Esq 8 Parque IndustrialSao Paulo 04578 000PilarBRABS.AS. 1629
ARG
Kellogg OsterreichKellogg De ColombiaHandelskai 388/5/Top 533CL
17 NO. 68A 75Vienna 1020Santa Fe De BogotaAUTCOL
Nordisk Kellogg'sKellogg's BeneluxStationsparken 24
st.Belgicastraat 72600 Glostrup1930 ZaventemDNKBEL
Kellogg's Produits AlimentairesNordisk Kellogg's FinlandR Lon
BlumLars Sonckin kaari 16Rosny Sous Bois 93110Espoo 02600FRAFIN
Kellogg Company Page 31 Datamonitor
Kellogg CompanyLocations and Subsidiaries
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Kellogg Company of IrelandKellogg (Deutschland)9 Saint Johns
CtAuf Der Muggenburg 30Swords Road28217 BremenDublinDEUIRL
Kellogg's (UK)Kellogg EspanaTalbot RoadC/ Licoristas
2ManchesterPol. Ind. De VallsM16 0PUValls Tarragona 43800GBRESP
Kellogg Company Page 32 Datamonitor
Kellogg CompanyLocations and Subsidiaries
Company OverviewKey FactsBusiness DescriptionHistoryKey
EmployeesKey Employee BiographiesMajor Products and ServicesRevenue
AnalysisSWOT AnalysisTop CompetitorsCompany ViewLocations and
Subsidiaries