M1 Comparision of Kellogg's and Diesel

Kellogg’s and Diesel both have different marketing techniques in the way that they attract their customers.  Kellogg’s are definitely more of a family, trustworthy brand in the way they advertise. They have products for everybody in a family, whereas Diesel’s products show you have to be a sort of person to buy into their brand. Kellogg’s adverts are happy and upbeat, they attract children with characters they can relate to, and attract women with huge plans to get healthy by making their cereals look positive. On the other hand Diesels advertisements are darker and the music is rocky; it includes the ‘type’ of people who can get away with wearing the loud brand that Diesel is. You can have any type of personality to eat cereal from Kellogg’s as it doesn’t show who you are as a person whether you eat Nestle or Kellogg’s whereas wearing Diesel shows who you are as a person and what type of personality you have. Where Kellogg’s uses relationship marketing Diesel uses transactional marketing, the difference between relationship and transactional marketing is that transactional is when the conversation is quite persuasive and less emphasis will be on the actual service. Relationship marketing is the opposite; they try to create a lot of trust between them and the customers, in which a kind of relationship is formed. Kellogg’s will use relationship marketing as, unlike Diesel, they do not have a Kellogg’s store, they are sold in supermarkets and corner shopped mixed with other brands that are competition for Kellogg’s; they need to create  an excellent reputation so customers will chose Kellogg’s over other brands. Diesel, on the other hand, uses transactional marketing as they are based in their own store with no other competition. Their aims are to concentrate on making sales there and then.