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  1. 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 Indianmiddle-class. Meanwhile, Kellogg’s didn’t reduce the price and decided to launch other productsin 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 succeedin a big scale.Acknowledging its poor performance in India, Kellogg’s decided to sell biscuits as a strategy toestablish 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 restrictsconsumption to the urban consumers and affluent house-holds. Meanwhile Kellogg’s is trying hard toestablish the company’s brand equity in the market. So it is to be seen if Kellogg’s experiments(likemoving into snack food ) to strengthen its brand equity will be fruitful or not.Kelloggs special K range Kelloggs Special K Cinnamon Pecan 12.50oz (354gr) Carton = 12 packs. Carton cube = 0.0377m3. Carton weight = 5.70kg. Cartons per pallet = 36. Kelloggs Special K Red Berries 12.00oz (340gr) Carton = 16 packs. Carton cube = 0.0519m3. Carton weight = 8.00kg. Cartons per pallet = 24. Kelloggs Special K Original 12.00oz (340gr) Carton = 14 packs. Carton cube = 0.0584m3. Carton weight = 6.70kg. Cartons per pallet = 24. Kelloggs Special K Vanilla Almond 14.00oz (397gr) Carton = 12 packs. Carton cube = 0.040m3. Carton weight = 6.76kg. Cartons per pallet = 36. Kelloggs Special K Cranberries 13.50oz (383gr) Carton = 12 packs. Carton cube = 0.0368m3. Carton weight = 5.81kg. Cartons per pallet = 36. Kelloggs Special K Fruits 12.80oz (363gr) Carton = 12 packs. Carton cube = 0.0374m3. Carton weight = 6.17kg. Cartons per pallet = 36. Kelloggs Special K Original 13.40oz (380gr) Carton = 12 packs. Carton cube = 0.036m3. Carton weight = 6.49kg. Cartons per pallet = 36. Kelloggs 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. Readabout the roots of their relationship in this exclusive excerpt
  2. 2. from Walter Isaacsons new book, Steve Jobs, which hitsbookstores today.1985: The young and the restless. Gates and Jobs, photographed at Tavern on the Green in NewYork CityFORTUNE -- The complex relationship between Bill Gates and Steve Jobs began in the late1970s, when Microsoft was making most of its money writing software for the Apple II. WhenJobs began developing the original Macintosh in the early 1980s, he wanted Microsoft to createfor it a version of BASIC, an easy-to-use programming language, as well as some applicationsoftware, such as word processing, charts, and spreadsheet programs. So he flew up to visitGates in his office near Seattle and spun an enticing vision of what the Macintosh would be: acomputer for the masses, with a friendly graphical interface. Gates signed on to do graphicalversions of a new spreadsheet called Excel, a word-processing program called Word, as well asBASIC.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 appwhere it was just things bouncing around on the screen," he told me. "That was the only app thatran." Gates was also put off by Jobss attitude. "It was kind of a weird seduction visit whereSteve was saying we dont really need you and were doing this great thing, and its under thecover. Hes in his Steve Jobs sales mode, but kind of the sales mode that also says, I dont needyou, but I might let you be involved."Both men were excited by the prospect that Microsoft would create graphical software for theMacintosh that would take personal computing into a new realm, and Microsoft dedicated a largeteam to the task. "We had more people working on the Mac than he did," Gates said. And eventhough Jobs felt that they didnt exhibit much taste, the Microsoft programmers were persistent."They came out with applications that were terrible," Jobs recalled, "but they kept at it and theymade them better."
  3. 3. Gates enjoyed his visits to Cupertino, where he got towatch Jobs interact erratically with his employees and display his obsessions. "Steve was in hisultimate pied piper mode, proclaiming how the Mac will change the world and overworkingpeople like mad, with incredible tensions and complex personal relationships." Sometimes Jobswould begin on a high, then lapse into sharing his fears with Gates. "Wed go down Friday night,have dinner, and Steve would just be promoting that everything is great. Then the second day,without fail, hed be kind of, oh shit, is this thing going to sell, oh God, I have to raise the price,Im sorry I did that to you, and my team is a bunch of idiots."10 ways Steve Jobs changed the worldAt the time, Microsoft was producing an operating system, known as DOS, which it licensed toIBM (IBM) and compatible computers. It was based on an old-fashioned command line interfacethat confronted users with surly little prompts such as C:>. As Jobs and his team began to workclosely with Microsoft, they grew worried that it would copy Macintoshs graphical userinterface 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 theMacintosh operating system worked. "I told Steve that I suspected that Microsoft was going toclone the Mac," Hertzfeld recalled.They were right to worry. Gates believed that graphical interfaces were the future and thatMicrosoft (MSFT) had just as much right as Apple (AAPL) did to pursue the desktop metaphoridea that had, after all, had been originally developed at Xerox PARC (XRX), not at Apple. Ashe freely admitted later, "We sort of say, hey, we believe in graphics interfaces, we saw theXerox Alto, too."In their original deal, Jobs had convinced Gates to agree that Microsoft would not creategraphical software for anyone other than Apple until a year after the Macintosh shipped inJanuary 1983. Unfortunately for Apple, it did not provide for the possibility that the Macintoshlaunch would be delayed for a year. So Gates was within his rights when he revealed, in
  4. 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 Apples evangelist toother software companies. Gates came down -- alone and willing to discuss things with Jobs. "Hecalled me down to get pissed off at me," Gates recalled. "I went down to Cupertino, like acommand performance. I told him, were doing Windows. I said to him, were betting ourcompany on graphics interface."Their meeting was in Jobss conference room, where Gates found himself surrounded by tenApple employees who were eager to watch their boss assail him. Jobs didnt disappoint histroops. "Youre ripping us off!" he shouted. "I trusted you, and now youre 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 theres more than one way of looking at it. Ithink its more like we both had this rich neighbor named Xerox and I broke into his house tosteal the TV set and found out that you had already stolen it."From Steve Jobs by Walter Isaacson Copyright © 2011 by Walter Isaacson. Reprinted bypermission of Simon & Schuster Inc.