Kellogg's and its history, products, distribution channel. advertising strategies and crisis.

1. Kellogg’s since (1906)

2. The Kellogg’s company is an American multinational
food manufacturing company which was founded by
will Keith Kellogg in Battle Creek, Michigan, USA on
19th February 1906 as Battle Creek toasted corn
flakes company
In 1914 the production of the Kellogg’s corn flakes
expanded world wide.
In 1922 the battle creek toasted corn flakes company
changed their name to the Kellogg’s company.
Will Keith Kellogg
(1860-1951)
HISTORY

3. In 1992 Battle Creek Toasted Corn Flakes Company
Changed Its Name To ‘Kellogg’s’.
In 1964, Kellogg’s Pop Tarts Were Introduced.
In 1976, Kellogg’s Acquired Mrs. Smith’s Pie Company.
In 2000, It Acquired ‘Kashi’.
HISTORY CONTINUED

4. Kellogg’s products are manufactured in 18 countries and marketed in
more than 180 countries across the globe.
And Kellogg’s entered in Indian market in 1994.

5. HEADQUATER
HEADQUATER OF KELLOGG’S Is SITUATED IN BATTLE CREEK,MICHIGAN,USA

6. LOGO AND TAGLINE
“let’s make today great”

7. Kellogg’s is the first company to enter into readymade
cereal breakfast segment.
It is about 110 year old cereal making
company and due to its presence from so long it
enjoy high level of brand image and its brand image
itself becomes its USP.
Unique selling proposition

8. Food
Breakfast
cereal
SEGMENT OF KELLOGG’S

9. and it target family from middle class to higher class who are looking for healthy
and tasty breakfast
TARGET MARKET
PRODUCT TARGET GROUP
Chocos and honey loops Kids
Special k and wheat flakes Women
Cornflakes muesli Adults
Cornflakes original Whole family

10. Kellogg’s make its positioning in the market by
introducing a easy to make breakfast which
required no cooking namely corn flakes which is
nutritious and healthy breakfast for whole family
POSITIONING

11. CEREALS
PRODUCTS

12. COOKIES AND CAKES

13. BARS

14. CRACKERS

15. WAFFLES

16. and many more

17. PRICE QUANTITY
Rs 10 30 g
Rs 130 250 g
Rs 250 500 g
Rs 460 1 kg
PRICE RANGE OF cornflakes

18. One level channel
DISTRIBUTION CHANNEL
CONSUMERRETAILERSKELLOGG’S

19. Two level channel
CONSUMERRETAILERWHOLESALERKELLOGG’S

21. MARKET SHARE
kellogg's, 40.80%
cereal partner
worldwide, 26%
pepsico, 4.60%
others, 28.70%

22. Kellogg’s do its promotion through:
 print media (newspapers, magazines etc.)
 Electronic media (T.V commercials)
 Campaign
 Sponsoring
PROMOTION STRATEGY

23. PRINT MEDIA

24. ELECTRONIC MEDIA

25. SHARE BREAKFAST FEEDING DREAMS
CAMPAIGNS

26. Kellogg’s sponsor various events (especially sport and fitness event) to
promote itself.
SPONSORING

27. Recently Kellogg’s sponsored the US 2016 Olympics team

28. BRAND AMBASSADOR

29. S.W.O.T ANALYSIS
STRENGTHS:
1) Products of Kellogg’s are manufactured in 18 countries and marketed in 180
countries that’s why it has global presence.
2) Kellogg’s take great marketing initiative through marketing campaigns like
share breakfast, feeding dreams, fighting hunger etc.
WEAKNESSES:
1) Even though it is biggest cereal making company it don’t make innovation
frequently.
2) Due to its 2 product recall in last 10 years, checking of government agencies
regarding its products quality has become more frequent .

30. OPPORTUNITIES:
1) Due to development in transportation and communication system at global
level, Kellogg’s can expand its distribution in the countries in which its is yet to
enter.
2) Kellogg’s can tie-up with restaurant, school and hotels in order to boost their
business.
THREATS:
1) Increasing competition in cereal breakfast segment can reduce the business
of Kellogg’s.
2) Food regulation by government may restrict operation.

31.  On 25th June, 2012 Kellogg’s voluntarily began to recall about 28 million boxes
of apple jacks, corn pops, froot loops and honey smacks because of an unusual
smell and flavor from them that made people ill after receiving complain from
20 people including 5 people who has reported vomiting.
 Company’s spokesperson said that the reason behind change in smell and
flavor of cereals was the chemical which was used in packaging by the
company to whom they gave the order to make packages or boxes for the
cereal.
 Later on Kellogg’s offered refund to the affected people.
CONTROVERSY

32. Presentation by:
VAIBHAV YADAV
Thank You For Your Attention