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    Kellogg's: Submitted by - Shubham Saxena

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    Shubham Saxena
    Kellogg's is an American multinational food company founded in 1906 that manufactures cereal and other food products. It entered the Indian market in 1994 but initially struggled as its products failed to appeal to local tastes and were not widely available. Kellogg's then revamped its strategy by targeting children instead of parents, launching popular Indianized products like Chocos and Frosties, strengthening distribution, and better understanding local consumer preferences and culture. These changes helped Kellogg's sales pick up significantly and ultimately succeed in the Indian market.

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    Kellogg's: Submitted by - Shubham Saxena

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    Shubham Saxena
    44 views11 pages
    Kellogg's is an American multinational food company founded in 1906 that manufactures cereal and other food products. It entered the Indian market in 1994 but initially struggled as its products failed to appeal to local tastes and were not widely available. Kellogg's then revamped its strategy by targeting children instead of parents, launching popular Indianized products like Chocos and Frosties, strengthening distribution, and better understanding local consumer preferences and culture. These changes helped Kellogg's sales pick up significantly and ultimately succeed in the Indian market.

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    Kellogg's

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    Kellogg's is an American multinational food company founded in 1906 that manufactures cereal and other food products. It entered the Indian market in 1994 but initially struggled as its products failed to appeal to local tastes and were not widely available. Kellogg's then revamped its strategy by targeting children instead of parents, launching popular Indianized products like Chocos and Frosties, strengthening distribution, and better understanding local consumer preferences and culture. These changes helped Kellogg's sales pick up significantly and ultimately succeed in the Indian market.

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    44 views11 pages

    Kellogg's: Submitted by - Shubham Saxena

    Uploaded by

    Shubham Saxena
    Kellogg's is an American multinational food company founded in 1906 that manufactures cereal and other food products. It entered the Indian market in 1994 but initially struggled as its products failed to appeal to local tastes and were not widely available. Kellogg's then revamped its strategy by targeting children instead of parents, launching popular Indianized products like Chocos and Frosties, strengthening distribution, and better understanding local consumer preferences and culture. These changes helped Kellogg's sales pick up significantly and ultimately succeed in the Indian market.

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    Kellogg's

    Submitted by –
    shubham saxena
    About Kellogg
    Company
     Kellogg's, is an American multinational food
    manufacturing company
     Kellogg's products are manufactured in 18
    countries and sold in over 180 countries
     Kellogg's was founded as the Battle Creek Toasted
    Corn Flake Company on February 19, 1906
       Founded BY Will Keith Kellogg
     Headquartered in battle Creek united states
    launched by Kellogg's In India
     Company entered in India 1994
     Kellogg Company had set up its 30th manufacturing
    facility in India
     Kellogg's initial offerings in India included
    cornflakes, wheat flakes and Basmati rice flakes
    How Kellogg’s Failed and Then Won in
    India

     Despite offering good quality products and being


    supported by the technical, managerial and
    financial resources of its parent, Kellogg's products
    failed in the Indian market.
     high-profile launch backed by hectic media activity
    failed to make an impact in the marketplace
     There were complaints that the products were not
    available in many cities. 
     According to analysts only 2 percent of the buyer
    were repeated buyer while 98 percent were new
    buyer
      Converting these experimenters into regular buyers
    had become a major problem for the company
     Ignored the basic taste of india ( sweet, hot milk, vs
    tasteless cold milk lack of understanding of
    consumer behaviour
     Premium pricing policy Rs (21) against rs 16/- of
    mohum’s flakes
     April 1995 ,25 percent decline in sales in
    comparision to last month
     Slowly and gradually people stopped buying the
    products and the sales were stagnant
     This was a shock for the brand eventually
    reputation of a big brand like kellogg’s was a stake
     Over confidence & ignorance of the culture aspect
    they wanted to change the basic culture of indian
    breakfast (heavy) to cereals( very light)
    Reviving they come back
     Focused on habit marketing
     Immediatey change their target from parent to child
     Brought their best product to india chacos &
    frosties
     In september 1996 chacos launched
     In april 1997 frosties was launched
    New product launched
    • To success of these two variant took even kellogg by
    surprise and sales picked up significantly
    • They immediately followed it by launch of chacos
    breakfast and cereal biscuits
    • They made their distribution more stronger to reach
    out to more families
    • Indianise the taste with more varities in chacos star &
    moon ,chocos duet,chocos snacks
    Source used
    • www.google.com
    • www.slideshare.com
    • www.economictimes.com
    Thank you

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