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Kellogg's

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Kellogg's strategy and SWOT analysis with revenue and expenditure.

Published in: Data & Analytics
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Kellogg's

  1. 1. HISTORY  Kellogg's started with only 44 employees in Battle Creek, Michigan, in 1906.  Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality.  Kellogg's has historically been a leader in industry, innovation and marketing.  Kellogg's is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. Its products are sold in more than 180 countries worldwide.
  2. 2. PRODUCTS
  3. 3. VISION “To enrich and delight the world through foods and brands that matter.” MISSION " Nourishing families so they can flourish and thrive.
  4. 4. OBJECTIVES  Growth in cereal business  Global expansion of convenience food’s/snacks  Sustainable growth  Be a trusted provider of great tasting, safe and high quality products to consumers  Promote corporate responsibility to communities  Reinforce the idea of healthy lifestyle for population
  5. 5. STRATEGY  Kellogg’s continued to execute a strategy based on fundamental strengths  It included  the expanding family of megabrands,  strong global opportunities  product innovations  people across the globe
  6. 6. STRATEGY Kellogg's is executing their strategy across four tracks.
  7. 7. acquired in may 2012 from And they stated that
  8. 8. MARKETING STRATEGY THE FOUR P’s PRODUCT: It provides the following benefit: food, health, healthy lifestyle, sense of sophistication PRICE: PROMOTION: PLACE: Price per box of about 300gms is around 120 Rs – 170 Rs The new products launched will have to be aggressively advertised on a number of media People in the city and urban areas prefer such products and hence it should be marketed there on a large scale.
  9. 9. Unique products Online growth Effective communication Strong brand equity Cost advantage SWOT ANALYSIS STRENGTH: WEAKNESS : Follower in pricing strategy Weak management team
  10. 10. OPPORTUNITIES : THREATS :  Takeovers SWOT ANALYSIS  Products and services expansion  Emerging markets and expansion abroad  Lower pricing strategy Competition Price wars product substitution Cheaper technology
  11. 11. MAIN COMPETITORS GLOBAL AND MANY INDIAN MORE
  12. 12. PRICING Kelloggs Special K 435gms – Rs.170 Kelloggs Corn Flakes 300gms – Rs.120 Kelloggs Chocos 350gms – Rs.156
  13. 13. PRICING Kelloggs All Bran 425gms – Rs.175 Kelloggs Muesli nuts 275gms – Rs.134 Kelloggs Oat bites 350gms – Rs.140
  14. 14. KEY SEGMENTS TASTY START: SIMPLY WHOLESOME: SHAPE MANAGEMENT: KID PREFFERED: INNER HEALTH:
  15. 15. MARKET SEGMENTATION AGE GENDER INCOME TASTE Products are marketed according to the age groups like children, teens, adults, senior THE FOUR Variables for market Men and women have different tastes and selection are citizens Income can be a barrier or a boon. Investing in preferences and accordingly the region with high products are marketed income group (becoz Kellogs has been they prefer committed to convenience foods)is producing always a boon. nutritious, high quality breakfast meals
  16. 16. MARKET RESEARCH We surveyed 200 people belonging to different age-groups, socio-economic groups & living in different areas. Questions Asked 1. Do you have breakfast regularly? 2. Have you tasted Kellogg’s? 3. If yes, Did you like the product used by you? 4. How likely are you to purchase the product?
  17. 17. MARKET RESEARCH Do you have Breakfast? 0 Yes 73 19 8 Rarely No Have you tasted Kellogg’s? 0 78 22 Yes No Did you like the products used? 80% Answer 20% 100% 50% 0% YES NO How likely are you to purchase the product? NOT LIKEL Y VERY LIKEL Y LIKEL Y 60% 50% 40% 30% 20% 10% 0% Price
  18. 18. REVENUE & EXPENDITURE
  19. 19. CONCLUSION  Healthy food at convenience  cost effective  Better standard of living  Innovation in products and taste  Excellent Quality  Value for money

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