It is a presentation on Kellogg case study when he sell our 1st product in India in 1994. where we understand how Kellogg face and solve our product problems.
3. • Established in 1906, by Will Keith Kellogg.
• Top Most Cereal companies in the world.
• Had global footprints by 1990’s, present in over 180
countries now.
• Revenue stream of more than 13 billion USD.
• One of the first companies to print nutritional
labeling.
• Mission Statement:
"quality products for a healthier world"
• It has marketed its product in more than 160
countries of the world.
4. • India an opportunity land.
• Newly opened economy for the West.
• Attractive huge population base, over 950 million
inhabitants.
• New, unexplored, untapped market.
• Invested 65 million INR initially.
• Launched iconic brand Corn Flakes as the first
offering in 1994.
• Had a 53% market share on the 150 million INR
Indian market.
• Cereal breakfast segment was growing at 4-5%
annually.
5. Over confidence & ignorance of cultural
aspects.
lack of understanding of Indian consumer
behavior & habits.
premium pricing policy.
6. • Kellogg initially launch cornflakes, wheat
flakes and basmati rice flakes the other
words chocos biscuits and trosties.
• In 2000, some more products were
launched like crispy ,cocoa frosties and
honey crunch.
7. • Launching of an older product ‘mazza’ in
three new Indian flavors, mango elaichi,
coconut kesar and rose.
• Introduction of new 60gm pouches and
500gm packs which reduces 20% of its
price/kg.
• Keeping in , the nutritional needs, the iron
was added to its products to meet for
importance in a healthy diet.
8. HERE A COMPANY DESIGN A PRODUCT TO
MEET A NEED IN MARKET -
9. STAGES OF PRODUCT LIFE CYCLE ARE :-
1. Launch :-many product do well when
they are first brought out and nutri
grains was no exception from launch in
1997 it was immediately successful.
2. Growth :- it maintained growth in sales
with new development of flavor and
format. It does not have to spend
money on new machines. The market
position of “nutri- grain” also changed
from “missed breakfast” to “all day”
healthy snacks.
10. 3.MATURITY:-successful products attract
other competitor bus to start selling
similar products. Some variants struggles ,
while some grew but could not halt the
overall decline.
4.Saturation:-the market in “full” better and
cheaper competing products have come
to market by mid 2004, nutri grain faced
decline sales in a growing market.
5.Decline:-at this point Kellogg's have to
decide whether to let product die or use.
11. • Kellog contains a large variety of foods as
breakfast alternatives and ready to eat foods.
• Entered aligned food category to make up
for the loss in the Corn Flakes segment
• Launched special products for strategic
segmentation of the consumers owing to the
better understanding of the Indian Consumer
– E.g. Chocos for kids, K special for women, All
Bran for mid aged women etc.
14. • The quality of the products.
• Meeting health requirements at the service
class people and the school kids.
• Provide healthy products made with
cereals and corns, etc.
15. • High prices.
• Unavailability in small cities and
towns.
• Doesn’t match the Indian taste.
16. • Meet the health requirements of the
busy peoples.
• Due to variety, have a great market in
India.
17. • The traditional foods of the countries
in which Kellogg wanted to launch its
product.
18. • Being not very successfully launched
it has been a great alternative for
India’s breakfast.
• Consumed by a large population and
reached their homes due to its variety
and healthy products.
