Sales & Distribution of Kellogg's company - India

1. DISTRIBUTION CHANNEL OF
KELLOGGS COMPANY
TEAM :
Aarushi (15RM901)
Dhwanit (15RM909)
Krishan Kamal (15RM912)
Lalithasri P (15RM914)
Midhun Joseph (15RM917)
Uday Bhan Singh (15RM946)

2. INDIAN MARKET PENETRATOION
• 1906, Found in Battle Creek, USA
• 1995, Entered Indian market
• 10 brands – Indian market
• Faced challenges and bounced back
• Major competitors in India are
Braggy’s
Quaker oats by Pepsi Co.
Patanjali

3. KELLOGG’S BRANDS IN INDIA
• All Bran
• Chocos
• Chocos in stars and moon shape
• Chocos with chocolate and milk flavour
• Honey loops
• Muesli
• Oat- bite
• Oats
• Special K

4. OVERVIEW OF DISTRIBUTION
CHANNEL IN INDIA
• 200 Distributors in India
• 18 storage hubs
• 35 million sq ft of manufacturing, distribution and
warehouse facility
• 21% sales accounted by Walmart being the biggest
customer of the company
• Taloja Mumbai- manufacturing plant in India
• Follows effective supply chain which resulted in sales
of :
 0.7 % - Asia specific
 3.9 % - Latin America

5. DISTRIBUTION CHANNEL FLOW CHART

6. DISTRIBUTION CHANNEL
• 50,000 stores – being catered
• Reduction in price
• Increase the no. of SKUs
• Followed sampling process for promotion
• Margins
5% - Distributors margin
12% - retailers margin

7. COMPETITIVE LANDSCAPE
• First-mover advantage
• 37% (2015) – breakfast cereals market share
• Widest product range and strong distribution network
• Leads to behavioural changes of customer
• Value share of practicality – 100% in children breakfast
• Understanding the customers needs
• Projection of fulfilled brand
• nutritional value
• Test packets – major highlights for success

8. SWOT ANALYSIS - KELLOGS
KELLOGGS QUAKER PATANJALI
S • Leading brand
(international standards)
• First-mover advantage
• Good distribution channel
• 1st to trademark
breakfast cereals
• Low price
• Target – mass market
• Support from big
corporate
W • No proper analysis
• failed once in India
• High price
• tagged under health
•Cross contamination
• lack on innovation
• quality compromised
• weaker distribution
channel
• poor brand image
O • High market share
• created behavioural change
• quick to prepare
• rooted and have high
scope
• healthier option
• Scope for expansion
• Penetrate the
existing market
T • entry on multinational
brands
• Entry from local market
• substitutes
• customer disapproval
• niche product

9. RECOMMENDATIONS
• Better market and customer analysis
• Carter consumer disposable income
• Tie up with local market
• Reposition themselves as round the clock
meal

10. Thank You