PRODUCT IS MANUFACTURED IN 18 COUNTRIES & MARKETED IN MORE
THAN 180 COUNTRIES AROUND THE WORLD.
IT IS THE WORLDS LEADING PRODUCER OF CEREAL & LEADING
PRODUCER OF CONVENIENCE FOODS IN WHICH INCLUDES COOKIES, CRACKERS,
TOSTER, PASTRIES, CEREAL BARS, FRUIT FLOVOUR, SNACKS, FROZEN
WAFFLES & VEGETARIAN FOODS.
3. KELLOGGS IN INDIA:
KELLOGGS ENTERED IN INDIA IN 1994.
PRODUCTS OFFERED IN INDIA : CORN FLAKES, WHEAT FLAKES,BASMATI
RICE FLAKES
THE RESEARCH FOUNDED THAT THEIR ONLY RIVALS ARE TREDITIONAL
INDIAN FOODS LIKE IDLS &VADAS.-THIS STATEMENTWAS GIVEN BY DENIS
AVRONSORD (M.D OF KELLOGGS INDIA.)
4.
FAILURE OF KELLOGGS IN INDIA:
REASONS:
OVER CONFIDENCE & IGNORANCE OF CULTURAL ASPECTS.
LACK OF UNDERSTANDING OF INDIAN CONSUMER BEHAVIOUR &
HABITS.
PREMIUM PRICING POLICY.
5. POLITICAL -The government has the food acts and there is also
ACFM (Association of Cereal Food Manufacturers) which deal
specifically on cereal issues. Economic The success is due to high
usage but still threaten by the traditional breakfast. There are
still opportunities to grow. Socio-cultural Initial target was
school student but grew the to whole family members. The eating
habit has evolved. Technological Factors The major player are
seeking to diversify more and the production process is highly
computerized. Environment The players are proactive in CSR (
Corporate Social Responsibility)and do sponsor a lot of event
relating to diet. Legal EU ( European Union ) legislation regarding
health, ingredients, labeling and storage. This legislation
includes the Food Labeling Regulations and there is ACFM also and
CEEREAL.PESTEL ANALYSIS: 6.
Product: This element relates to how the company offers meets
the changing needs and wants of customers. The growth in healthier
lifestyles creates opportunities for Kellogg's to increase the
number of products for this segment.
Price: The amount a company charges for its product is
important in determining sales. Super brands like Kellogg's can
charge a premium because of the strength of the brand and product
quality.
Place: Where customers can purchase the product is also an
important factor in determining sales. If a brand like Special K is
not stocked in supermarkets where most purchases are made, sales
will be lost.
Promotion: Communicating the availability of a product is
essential. Kellogg's uses promotionalmedia like TV advertising
& promotion like sampling.
MARKETING MIX: 7. SWOT ANALYSIS: 8.
MARKET SEGMENTATION:
Markets are divided into market segments and there are six key
segments to the Kellogg market, as shown on the diagram:
Tasty Start - the cereals that most people will eat to begin
their day. Kellogg's brands include Kellogg'sCorn Flakesand
variations, such as Kellogg'sCrunchy Nut.
Simply Wholesome. These are 'good for you' brands, such as
Kellogg'sFruit 'n' Fiber
Shape Management. Brands that can enable customers to manage
their weight or shape, such as Kellogg'sSpecial K.
Mum Approved. Those that mothers see as being good for their
children, such as Kellogg'swheat flaks.
Kid Preferred. The brands that children themselves prefer, such
as Kellogg'sFrosties,Kellogg'sChoc'sand Honey Loops.
Inner Health. These are the brands that help people with
digestion, such as Kellogg'sAll-Branand Kellogg's Heart to Heart
Oats.
9. Product Life Cycle : 10. PRICING STRATEGY: 11. = WHY TO GO
FOR KELLOGGS? 12. 13.