This document analyzes Kellogg's entry into and growth in the Indian market. It summarizes that Kellogg's entered India in 1994 but initially failed due to not understanding Indian consumer behavior and culture. It offered only western products at premium prices. However, Kellogg's was later able to grow its market share in India by introducing new product variants tailored to India, using different marketing strategies targeting various consumer segments, and establishing a distribution network. The document examines Kellogg's product portfolio and marketing approach in India.
2. .
• Kellogg brothers established in 1906
• Manufacturing plants in 19 countries
• Sells in 160+ countries
• It has wide range of cereal products:
• Kellogg Corn Flakes
• Rice Krispies
• Special K
• Fruit and Fibre
• Nutri-grain Cereal Bars.
5. • Entered in India in 1994.
• Products offered in India
:
• corn flakes
• wheat flakes
• basmati rice flakes
6.
7. • Over confidence & ignorance
of cultural aspects.
• Lack of understanding of
Indian consumer behaviour &
habits.
• Premium pricing policy
• Western Product
KELLOGG’S FAILURE IN INDIA
14. • Introduced new variants from its vast product line of the west, to
make up for the bad performance of the star brand – corn flakes
• Introduced energy bars, biscuits etc
Different offerings
Product
15. Place
Healthy breakfast Kellogg’s will use the
already established distribution network that
kellogg’s uses for all its products.
Producer Wholesaler Retailer Customer
16. Promotion
TV: during lifestyle programs and during prime time
Magazines & Newspapers : lifestyle, focusing on women magazines in
particular. Examples include: cosmopolitan, cleo and woman’s day
17. • Super brands like Kellogg's can charge a premium because of the strength of
the brand and product quality
• They face tough competition from the local manufacturers which offer similar
product at low pricing
• However the quality and variety Kellogg’s offer offsets the other offerings by
different manufacturers.
Price
31. Kellogg’s has differentiated itself on the basis of variety it offers
It has also offered premium quality as differentiated from it’s direct
competitor
Kellogg’s has different offering catering to different need of different
people in terms of age, character sticks and requirements
Do you have a main point? Consider putting just one word on the slide by itself. Want them to remember a few items? Don’t show everything at once. Instead, show one item at a time. Have a picture that expresses your idea? Scale that picture so that it fills the slide. Have a quote that says it all? Let it say it and remove everything else.