The Kellogg Company is one of the world's largest producers of cereal products, specializing in breakfast cereals with factories in 21 countries. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get an original essay The story of Kellogg's began over a hundred years ago in the United States with the aim of fueling better days for many families all over the world. In 1898, company founder Will Keith Kellogg and his brother Dr. John Harvey Kellogg created a delicious recipe for Kellogg's Corn Flakes. Eight years later, Will Keith Kellogg decided to found the Battle Creek Toasted Corn Flakes Company in Battle Creek, Michigan. The first overseas expansion took place in 1914, with Canada, and the product line began to broaden. Today, consumers can find various Kellogg's products in more than 180 countries. The most famous products are All-Bran, Kellogg's Corn Flakes, Coco Pops, Frosties, Special K, Honey Loops, Rice Krispies and many others. Kellogg's not only produces cereals, but also ready meals and snacks. In 2012, the company acquired the Pringles brand of chips from Procter & Gamble and became the second largest snack company in the world after Pepsi Co. Along with the trend towards healthy and clean eating, as well as growing demand of organic foods in recent years, Kellogg's has expanded its production to organic production. In 2016, Kellogg's acquired 51% of Vita+ Naturprodukte GmbH, an Austrian company known for its "Verival Bio" brand, producing porridge, muesli, granola, cereals and other organic products in this category. Fast moving consumer goods (FMCG) is one of the most competitive sectors. All the little details must be taken into consideration in order to win in different markets. In order to succeed in such an innovative and dynamic industry, Kellogg's must not only have in-depth knowledge of consumers, logistics, pricing and where products are sold, but also understand and find the right sales promotions and attractive packaging for customers. in order to maximize the profit margin. According to a recent Nielsen study, the amount of money European families paid for groceries (across the broadest possible basket of product categories) increased by 2.4% in the first quarter of 2019, on par with the growth of 2.5%. % in the fourth quarter of 2018 (Nielsen, 2019). These results come from the recent Nielsen Growth Reporter which compares the dynamics of all markets (in terms of value and unit growth) in the fast-moving consumer goods sector across Europe. It is based on measuring sales volume and value in 21 European countries and covers sales across all grocery, hypermarket, supermarket, discount and convenience channels (Nielsen, 2019). It is based on the broadest possible basket of product categories that Nielsen measures in each of these countries and channels (Nielsen, 2019). Nielsen reported that after a recent slowdown in the economy across European markets in the second half of 2018, current macroeconomic indicators show an economic recovery at +1.2% with European Union Area GDP for the first quarter of 2019 (Nielsen, 2019). Consumer adoption of fast-moving consumer goods is now at stable levels compared to the last quarter of 2018, assuming that this quarter's level of nominal growth in fast-moving consumer goods was +2.8% compared to the rolling annual total from last year (Nielsen, 2019). Growth in volume has, 2019).