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Kelloggs was established in the year 1906. Kelloggs is a multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Their Products are manufactured in 19 countries and marketed in more than 160 countries around the world. World's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, Toaster pastries, cereal bars, fruit- flavoured snacks, frozen waffles, and vegetarian foods. It has a annual revenue of US $ 13.198 billion as per 2011. In 1994, three years after the barriers to international trade had opened in India, Kelloggs invested US $ 30 million into launching its number one brand, Corn Flakes.
According to the analysts, out of every 100 packets sold only 2 were being brought by regular customers, with the rest 98 being first time buyers.
Indians liked to boil their milk and consume it warm or lukewarm. When warm milk was added it made the flakes soggy. It did not suit Indian breakfast habits.
Insufficient Market Research. Its advertisements and promotions focused initially on the health aspects of the product, which was a fundamental departure from the successful fun and taste positioning adopted in the United States. In order to maintain quality Kellogg's focused on premium and middle-level retail stores. This made it difficult for the larger population to access this product.
Comparison
KELLOGG MOHANS CORNFLAKES (competitor)
PRICES
FOCUSED ON MARKET COMPARISION
Contd..
More focus on promotions Targeted schools Free samples to select retail stores House-to-house sampling exercises Free pencil boxes, water bottles etc. with every pack Modification of products Iron fortification in breakfast cereals Entered the biscuit market Increased the number of outlets In 1995, 30,000 outlets. In 1998, 40,000 outlets.
Results
Product Orientation.
Very few loyal customers. No defense taken even when the competitors were selling the products at much cheaper price.
SWOT Analysis
STRENGTHS:
Kelloggs flexibility and adaptability towards consumer needs. History of introducing new food habits globally. WEAKNESSES: The product was focused only on premium segment. Initially product was not adopted to the taste of Indians .
SWOT Analysis
OPPORTUNITIES: Introduction of new trend with nutritional value in breakfast. Less competition. THREATS: Cultural factors and eating habits population not used to processed foods. Low awareness about processed foods and calorie requirements.
Ansoff Model
Current Product
Market Penetration: Provide manuals to guide consumers about the various benefits of using it. Provide free bowls with a family pack to attract house wives
New Product
Product Development: Spicy cornflakes. Prepare flakes using Ragi. Developing product which retains crispness even after pouring warm milk on it.
Current Market
New Market
Market Development: School kids By conducting competitions such as Kelloggs Quiz for its users. Target youths who are very much into fitness.
How should Kellogg influence the Indian middle class to consume the product?
Increase the nutrition promotion initiatives.
Reduce the price of the products by reducing the margins of profit. Sponsor the television shows related to cooking.
Provide trial packs in the retail shops where middle class people are more likely to purchase goods.