This document provides an overview of Kellogg's company history and global operations. It discusses Kellogg's entry and success in various international markets over the decades since its founding in 1906. Specifically regarding the Indian market, it outlines traditional Indian breakfast alternatives, Kellogg's product offerings there, target audiences including children and parents, and challenges in that market related to cultural eating habits, availability of cheaper options, and low awareness of processed foods.

2. TABLE OF CONTENTS
• INTRODUCTION TO COMPANY
• COMPANY’S SUCCESS STORY.
• PRODUCTS.
• GLOBAL MARKETS.
• INDIAN MARKET.
– INDIAN BREAKFAST v/s KELLOG’S BREAKFAST
– TARGET AUDIENCES.
– OUTCOME.
– CONCLUSION.

3. INTRODUCTION TO COMPANY
• Founded in 1906
• Founder William Keith Kellogg
• Located at Battle Creek, Michigan, U.S.
• Key Personnel:
– James Jenness (Chairman)
– David Mackay (President, CEO)
– John Bryant(CFO)
• Deals in:
– Cereals
– Cookies
– Crackers

4. COMPANY’S SUCCESS STORY
• 1900’s
– ENTERED IN BUSINESS
– AMERICAN EATING HABBITS
– BELIEVED IN COMMUNICATION TO MASSES
• 1910’s
– PASTEURIZATION OF MILK
– READY-TO-EAT-CEREAL
– IMPROVED PACKAGING
– OPENED INTERNATIONAL MARKETS (CANADA)

5. • 1920’s
– ENTERED IN ENGLAND AND AUSTRALIA
– TARGETED MASS PLACES LIKE HOSPITALS, HOTELS,
RAILWAY PLATFORMS ETC.
• 1930’s
– THE GREAT DEPRESSION EFFECT
– CO-BRANDING WITH RADIO STATION
• SINGING LADY- Irene Wicker
• HOWIE WING- Adm. Richard E. Byrd
COMPANY’S SUCCESS STORY

6. • 1940’s
– WORLD WAR – II
– COMPANY’S EFFORTS DURING WWII
• 1950’s
– DEATH OF “W.K. KELLOG”
– EVENT OF GOLDEN JUBLIEE
– EXPANSION IN MEXICO AND NEWZEALAND
COMPANY’S SUCCESS STORY

7. • 1960’s
– INTRODUCED MORE INNOVATIVE PRODUCTS
– “KELLOG’S ALL THE WAY TO MOON.”
– ENTERED IN EUROPEAN AND ASIAN MARKETS
• 1970’s
– PRODUCT ACCORDING TO MARKET
– TAKEOVERS AND ACQUISITIONS
– EXPANDED IN SPAIN, GREAT BRITAIN, CENTRAL
AMERICA
COMPANY’S SUCCESS STORY

8. • 1980’s
– IMPROVED PRODUCTIONS STRATEGY
– ENTERED IN SOUTH KOREA
– SOCIAL LY RESPONSIBLE
• UNITED NEGRO COLLEGE FUND
• THE STATUE OF LIBERTY-ELLIS ISLAND RENEWAL ETC.
• 1990’s
– INTRODUCED “ON-THE-GO-FOOD”
– ERA OF PERFECT COMPETITION
– WELCOME TO INDIA
COMPANY’S SUCCESS STORY

9. • 2000’s
– RISE IN MARKET SHARE.
– LARGEST ACQUISITION COMPLETED.
• KEEBLER FOODS COMPANY ($4.56 BILLION )
– KELLOGG COMPANY CELEBRATED ITS 100TH
ANNIVERSARY.
COMPANY’S SUCCESS STORY

10. PRODUCTS

11. • Den Bosch – Netherlands
• Valls – Spain
• Bremen – Germany
• Manchester – UK
• Wrexham – UK
• Battle Creek, Michigan – USA
• Seoul – South Korea
• Shinjuku, Tokyo – Japan
• Bangkok – Thailand
• Mumbai – India
• Pagewood – Australia
• Rosny-sous-Bois – France
• London, Ontario – Canada
• Querétaro – Mexico
• Maracay, Aragua – Venezuela
• United Bakers – Russia
• São Paulo – Brazil
• Swords, Dublin – Ireland
GLOBAL MARKETS

12. INDIAN MARKET
• ALTERNATIVES FOR BREAKFAST
– IDLI SAMBHAR
– DOSA
– PARATHAS
– KHA-KHARA
– USAL –MISAL PAV
– TEA AND COFFEE
– HEALTH DRINKS

13. KELLOG’S ALTERNATIVES
• KELLOG’S CORN FLAKES
• KELLOG’S SPECIAL K
• KELLOGS CHOCOS
• HONEY LOOPS

14. TARGET AUDIENCES
• WHO ARE THE BUYERS?
– PARENTS, OLDER ADULTS
• HOW OFTEN DO THEY PURCHASE?
– KIDS CEREAL ARE PURCHASED ROUGHLY 18 TIMES A YEAR
– 10TH FASTEST-MOVING PRODUCT IN THE SUPERMARKET
• WHERE DO THEY WANT TO BUY?
– RETAIL CHAINS AND MEDICAL SHOPS RESPONSIBLE FOR 99% OF CEREAL
SALES
• WHO ARE THE INFLUENCERS?
– KIDS
• WHO CONSUMES THE GOODS?
– AGE GROUP OF 8-18 AND 24-38
• WHO ARE KELLOGG’S TARGET MARKET?
– KIDS 8-11 YEARS OLD

15. OUTCOME
• Cultural factors and eating habits.
• Easy availability of low-priced traditional
breakfast.
• Low awareness about processed foods
and
calorie requirements
• Price sensitive customers.

16. CONCLUSION
• KELLOG’S BUSINESS IN INDIA
• PRODUCT PRICING
• REACH TO MASSES
• LACK OF KNOWLEDGE
• MYTHS
• JARGON BUSTERS