Corporate Social Responsibility and their initiatives, which demonstrate the commitments to their stakeholders and ethical practices. Kellogg previously completed many projects to fulfill their commitments in meeting the needs of the stakeholders and the society. However presently, Kellogg is continuously attempting to manage multiples of fulfillments in taking accountability of its negative impacts in the society and retain the relationship with their stakeholders.
Non-discrimination Hiring Kellogg promotes its equality in the workspace as one of the integral element to take a note of when a new employee is hired. Suiting the company’s recognitions of diversity, it is ensure that all the employees receive notification of treating the customers and the employees equally during the 6 months training session. As an aftereffect, 84% of the employees claim that they are proud to be a Kellogg employee due to anti-discrimination, researched from the survey done in the year of 2014.
The company endeavors to give priority in applying the diversity aspect to every initiative in progress as even their advertisements contain race equality supporting words. The ads show the words such as “PRIDE in rainbow colors” or ‘Wear our stripes with PRIDE’ and strongly oppose to the discrimination. Due to these multiples of practices in relation with anti- discrimination, the fulfillments touts the company to presently become “201 5 Best Places to Work for LIGHT Equality”, setting a welcoming atmosphere to all races of employees.
Furthermore, Kellogg proceed to support anti-discrimination as they receive plentiful of diversity awards, shown in the Appendix A. Promotion Kellogg uses advertising campaign as a strategy to target diverse groups of customers by appealing its various selections of products in the forms such s TV, print adverts, social media, by the press, on posters, radio, cinema or direct mail. Due to its diversity in products, each type of product is aimed at a specific group. For example, Kellogg included brand Special K primarily targets women by applying the low calorie aspect.
Furthermore, Start has athletic image in its products, which appeals to men, Frostiest and Coco Pops are aimed towards children with additional sweetness and Corn Flakes has a general preferable taste that an entire family would favor. As a result, the company’s promotions require different strategies in engaging the targeted roofs, possessing numerous potentialities to expand in different means. Persons with Disabilities Act and the Accessibility for Unitarians with Disabilities Act In Kellogg, priority and special options are offered towards people with disabilities as all of the employees are ready to provide appropriate services.
During the six month training process, all of the employees will be integrally receiving ways to interact and cope with customers with disabilities such as becoming familiarized with various assisted devices that may be used by people with disabilities. In case of a person with disabilities enters Kellogg elated buildings, their service animals or people are welcomed to be accompanied in all parts of the premises, which are open to public. Priority of a person with disabilities may differ in different areas but in corporate offices in Misgauging, Ontario, they offer the same advantages as the priorities shown in the Appendix B.
Environmental Issues As a countermeasure for the aftermath of the environmental threats from the massive harvesting of Kellogg, Kellogg makes a commitment with accountability towards the environmental issues that the Kellogg and their suppliers will assure to achieve a ‘sustainable agriculture’ and support the agriculture of the world to expand. Presently, Kellogg is executing multiples of farmer development Initiatives in the rural areas, which will heavily contribute to the development of rural agriculture.
For example, in rural regions Of Mexico, Kellogg is currently supporting the sustainable production of amaranth. Even in the content of their products, Kellogg altered the ingredients and added sustainable palm oil into their products, which positively impacts the climate change to reduce. Customer Relationships and Retention Practices towards the Customers Kellogg develops various customer-engaging practices to appeal its positive deeds and contribution towards the health of the society to give an endeavoring impression to the customers. Rooming health is the most effective strategy for Kellogg to retain the customers engaged as the nutritious aspect of the product is the strongest strength of their products to tout to the customers. Also, the relationship between the customers and the company is persisted by the Kellogg Gas (Guideline Daily Amounts) shown in the area of food label. As the amount of the recommended daily levels of nutrients in a serving of Kellogg food is shown, it provides a treatable impression to the customers and durably linking the relationship.
Kellogg repetitively operates new initiatives corresponding with the strategy to promote healthiness to make the customers consider about re-visiting the product. Expanding on the common knowledge that walking is one of the simplest exercises to improve health, Kellogg supplies a free pedometer through an offer on All-Bran in order to continuously engage the customers. Supplier Relationships Kellogg secures the relationships with the suppliers by its guaranteed long- term relationships due to the ‘sustainable agriculture’ initiative and the purport from Kellogg to develop on agriculture.
Currently, a strong relationship between the company and the suppliers are retained from the commitment to an ethical supply chain with a Supplier Code of Conduct that all the suppliers must comply by. This code requires all Kellogg suppliers to follow with fair labor fulfillments and ethical business standards. For the benefits of the environment and the long-term relationship, Kellogg and the farmers commit to achieve a ‘sustainable agriculture’, meaning that the farmers will be able to continue growing the crops after the sequential years without negatively affecting future generations.