1. Initially, the sales figures were decent which indicated that the Indians are responding well.
However, it soon became apparent that many people had bought Corn Flakes as a one-off,
novelty purchase. Another big issue is its price, the product is too expensive for the Indian
middle-class. Meanwhile, Kellogg’s didn’t reduce the price and decided to launch other products
in India. Indian cereal buyers were introduced to Chocos, Rice Flakes, Wheat Flakes, All Bran,
Honey Flakes and few other line extensions where none of them have managed to really succeed
in a big scale.
Acknowledging its poor performance in India, Kellogg’s decided to sell biscuits as a strategy to
establish its brand equity. Kellogg’s biscuits are produced only in India and there are six flavors
– Chocos, Glucose, Chocolate Cream, Badam, Pista and Cashew.
Kellogg’s tried to bring in new breakfast habits to Indians, but the price of the product still restricts
consumption to the urban consumers and affluent house-holds. Meanwhile Kellogg’s is trying hard to
establish the company’s brand equity in the market. So it is to be seen if Kellogg’s experiments(like
moving into snack food ) to strengthen its brand equity will be fruitful or not.
Kellogg's special K range
Kellogg's Special K Cinnamon Pecan 12.50oz (354gr) Carton = 12 packs. Carton cube =
0.0377m3. Carton weight = 5.70kg. Cartons per pallet = 36.
Kellogg's Special K Red Berries 12.00oz (340gr) Carton = 16 packs. Carton cube =
0.0519m3. Carton weight = 8.00kg. Cartons per pallet = 24.
Kellogg's Special K Original 12.00oz (340gr) Carton = 14 packs. Carton cube =
0.0584m3. Carton weight = 6.70kg. Cartons per pallet = 24.
Kellogg's Special K Vanilla Almond 14.00oz (397gr) Carton = 12 packs. Carton cube =
0.040m3. Carton weight = 6.76kg. Cartons per pallet = 36.
Kellogg's Special K Cranberries 13.50oz (383gr) Carton = 12 packs. Carton cube =
0.0368m3. Carton weight = 5.81kg. Cartons per pallet = 36.
Kellogg's Special K Fruits 12.80oz (363gr) Carton = 12 packs. Carton cube = 0.0374m3.
Carton weight = 6.17kg. Cartons per pallet = 36.
Kellogg's Special K Original 13.40oz (380gr) Carton = 12 packs. Carton cube = 0.036m3.
Carton weight = 6.49kg. Cartons per pallet = 36.
Kellogg's Special K Blueberry 11.40oz (323gr) Carton = 12 packs. Carton cube =
0.0385m3. Carton weight = 5.51kg. Cartons per pallet = 36.
Steve Jobs and Bill Gates were the ultimate frenemies. Read
about the roots of their relationship in this exclusive excerpt

2. from Walter Isaacson's new book, Steve Jobs, which hits
bookstores today.
1985: The young and the restless. Gates and Jobs, photographed at Tavern on the Green in New
York City
FORTUNE -- The complex relationship between Bill Gates and Steve Jobs began in the late
1970s, when Microsoft was making most of its money writing software for the Apple II. When
Jobs began developing the original Macintosh in the early 1980s, he wanted Microsoft to create
for it a version of BASIC, an easy-to-use programming language, as well as some application
software, such as word processing, charts, and spreadsheet programs. So he flew up to visit
Gates in his office near Seattle and spun an enticing vision of what the Macintosh would be: a
computer for the masses, with a friendly graphical interface. Gates signed on to do graphical
versions of a new spreadsheet called Excel, a word-processing program called Word, as well as
BASIC.
Gates frequently went down to Cupertino for demonstrations of the Macintosh operating system,
and he was not very impressed. "I remember the first time we went down, Steve had this app
where it was just things bouncing around on the screen," he told me. "That was the only app that
ran." Gates was also put off by Jobs's attitude. "It was kind of a weird seduction visit where
Steve was saying we don't really need you and we're doing this great thing, and it's under the
cover. He's in his Steve Jobs sales mode, but kind of the sales mode that also says, 'I don't need
you, but I might let you be involved.'"
Both men were excited by the prospect that Microsoft would create graphical software for the
Macintosh that would take personal computing into a new realm, and Microsoft dedicated a large
team to the task. "We had more people working on the Mac than he did," Gates said. And even
though Jobs felt that they didn't exhibit much taste, the Microsoft programmers were persistent.
"They came out with applications that were terrible," Jobs recalled, "but they kept at it and they
made them better."

3. Gates enjoyed his visits to Cupertino, where he got to
watch Jobs interact erratically with his employees and display his obsessions. "Steve was in his
ultimate pied piper mode, proclaiming how the Mac will change the world and overworking
people like mad, with incredible tensions and complex personal relationships." Sometimes Jobs
would begin on a high, then lapse into sharing his fears with Gates. "We'd go down Friday night,
have dinner, and Steve would just be promoting that everything is great. Then the second day,
without fail, he'd be kind of, 'oh shit, is this thing going to sell, oh God, I have to raise the price,
I'm sorry I did that to you, and my team is a bunch of idiots'."
10 ways Steve Jobs changed the world
At the time, Microsoft was producing an operating system, known as DOS, which it licensed to
IBM (IBM) and compatible computers. It was based on an old-fashioned command line interface
that confronted users with surly little prompts such as C:>. As Jobs and his team began to work
closely with Microsoft, they grew worried that it would copy Macintosh's graphical user
interface and make its own version. Andy Hertzfeld, a member of the original Macintosh team,
noticed that his contact at Microsoft was asking too many detailed questions about how the
Macintosh operating system worked. "I told Steve that I suspected that Microsoft was going to
clone the Mac," Hertzfeld recalled.
They were right to worry. Gates believed that graphical interfaces were the future and that
Microsoft (MSFT) had just as much right as Apple (AAPL) did to pursue the desktop metaphor
idea that had, after all, had been originally developed at Xerox PARC (XRX), not at Apple. As
he freely admitted later, "We sort of say, 'hey, we believe in graphics interfaces, we saw the
Xerox Alto, too'."
In their original deal, Jobs had convinced Gates to agree that Microsoft would not create
graphical software for anyone other than Apple until a year after the Macintosh shipped in
January 1983. Unfortunately for Apple, it did not provide for the possibility that the Macintosh
launch would be delayed for a year. So Gates was within his rights when he revealed, in

4. November 1983, that Microsoft planned to develop a new operating system for IBM PCs --
featuring a graphical interface with windows, icons, and a mouse for point-and-click navigation -
- called Windows.
Jobs was furious. He knew there was little he could do about it, but he lashed out nonetheless.
"Get Gates down here immediately," he ordered Mike Boich, who was Apple's evangelist to
other software companies. Gates came down -- alone and willing to discuss things with Jobs. "He
called me down to get pissed off at me," Gates recalled. "I went down to Cupertino, like a
command performance. I told him, 'we're doing Windows.' I said to him, 'we're betting our
company on graphics interface'."
Their meeting was in Jobs's conference room, where Gates found himself surrounded by ten
Apple employees who were eager to watch their boss assail him. Jobs didn't disappoint his
troops. "You're ripping us off!" he shouted. "I trusted you, and now you're stealing from us!"
Gates just sat there coolly, looking Steve in the eye, before hurling back, in his squeaky voice,
what became a classic zinger. "Well, Steve, I think there's more than one way of looking at it. I
think it's more like we both had this rich neighbor named Xerox and I broke into his house to
steal the TV set and found out that you had already stolen it."
From Steve Jobs by Walter Isaacson Copyright © 2011 by Walter Isaacson. Reprinted by
permission of Simon & Schuster Inc.