Our faculty asked us to present about one product which is in Introduction stage then. We chose Special K

1. Marketing Strategy
(Introduction Stage)

2. What
Is
The
Product ?

3. Kellogg’s Special K

4. Why
Kellogg’s
Came
With

6. When
They
Have

9. &

11. Addressing
Children
And
Adults

12. Its
Because

13. “In today’s fast-paced environment, women are looking
for a simple and tasty solution to their weight
management concerns.
Kellogg’s understands these concerns and for this
reason has decided to introduce the
New Brand,”
Anupam Dutta,
Managing Director,
Kellogg’s India.

14. Fact #
“Research has shown that
that there are nearly 12 crore
obese urban women”

15. They
entered
saying

16. Promotion Strategy
Ad Copy Strategy

17. Promotion Mix
That is
2 Week’s Challenge
Product & Customer Factor

18. and

19. Product Design Strategy
Wheat
Composition
All modifications for the Indian market.
New Product &
Std Product modified …

20. Targeting
Middle Age
Urban Women
Product
Positioning
Strategy

21. Market Scope Strategy
Kellogg’s is now segmenting
the Ready-To-Eat cereal market,
growing at over 20 per cent, with
Special K
Single Market Strategy

22. Market Entry Strategy
Kellogg’s
got
The First – Mover Advantage
First In Strategy

23. Means
NO Direct Competition

24. yet
InDirect Competition…

25. Kellogg’s is staying away from the
overcrowded categories and
wants to offer
Differentiated Products

26. Biscuits
Strong Players
&

27. And through there website

28. http://www.specialk.co.in/home.aspx

29. They offer...
o Personal Diet Plan
o Progress Planner
o BMI Calculator
o Ask Expert

30. Kellogg’s has
Test-Marketed the product in
Bangalore

31. Price
Rs 45 for a 140 gm pack &
Rs 90 for a 290 gm pack.

32. Discounts

33. Discounts

34. Than s

35. My
Friends…
DIVYA GOPAL
KAYALVIZHI .M
PREMALATHA .B
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SUDHA .S
VIDYA .L
VINOTHINE .S
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