Read the following case carefully and then answer the question.

Kellogg’s is a leading producer of cereal products and convenience foods, such as cookies, crackers, and frozen waffles. Its brands include Corn Flakes, Nutri-Grain, and Rice Krispies. Its products are manufactured in 19 countries worldwide and sold in more than 180 countries with annual sales of more than £4.5 billion.

In an uncertain world, the organization’s strategy is to focus on products and brands that are either the market leader or in a strong second position. The company believes that this focus on core and successful products enables it to provide consistent and reliable returns and rewards for its stakeholders.

When a company like Kellogg’s is investigating a change in its marketing, it can consider four elements. These are known as the marketing mix or 4Ps:

- **Product**: This element relates to how the company offers to meet the changing needs and wants of customers. The growth in healthier lifestyles creates opportunities for Kellogg’s to increase the number of products for this segment.

- **Price**: The amount a company charges for its product is important in determining sales. Super brands like Kellogg’s can charge a premium because of the strength of the brand and product quality.

- **Place**: Where customers can purchase the product is also an important factor in determining sales. If a brand like Special K is not stocked in supermarkets where most purchases are made, sales will be lost.

- **Promotion**: Communicating the availability of a product is essential for sales to be made. Kellogg’s uses above-the-line promotion like TV advertising as well as below-the-line promotion like on-pack promotions and sampling.

Although Special K was already a well-established brand, its full potential had never been reached. It was viewed as a stand-alone product. Managers can decide when to make key changes to a core product by analyzing its position within the product life cycle. A product’s life cycle may last only a few months (e.g., with a fad or craze) or, as with Special K, for many years. Kellogg’s was convinced that such investment would help to maintain the brand’s strength in a rapidly changing marketplace.

**Question**: What promotion mix can be used?