Kellogg's started with only 44 employees in Battle Creek, Michigan, in 1906.

Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality.

Kellogg's has historically been a leader in industry, innovation and marketing.

Kellogg's is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods.

Its products are sold in more than 180 countries worldwide.

HISTORY

PRODUCTS

“To enrich and delight the world through foods and brands that matter.”

" Nourishing families so they can flourish and thrive.

VISION

MISSION

Growth in cereal business

Global expansion of convenience food’s/snacks

Sustainable growth

Be a trusted provider of great tasting, safe and high quality products to consumers

Promote corporate responsibility to communities

Reinforce the idea of healthy lifestyle for population

OBJECTIVES

Kellogg’s continued to execute a strategy based on fundamental strengths

It included the expanding family of megabrands, strong global opportunitiesproduct innovationspeople across the globe

STRATEGY

Kellogg's is executing their strategy across four tracks.

STRATEGY

in may 2012 from acquired

And they stated that

MARKETING STRATEGYTHE FOUR

P’sPRODUCT:

It provides the following benefit: food, health, healthy lifestyle, sense of sophistication

PRICE:

PROMOTIO

N:

PLACE:

Price per box of about 300gms is around 120 Rs – 170 Rs

The new products launched will have to be aggressively advertised on a number of media

People in the city and urban areas prefer such products and hence it should be marketed there on a large scale.

Unique products

Online growth

Effective communication

Strong brand equity

Cost advantage

SWOT ANALYSIS

STRENGTH: WEAKNESS :

Follower in pricing

strategy

Weak management

team

Takeovers

Products and services

expansion

Emerging markets and

expansion abroad

Lower pricing strategy

SWOT ANALYSIS

OPPORTUNITIES : THREATS :

Competition

Price wars

product substitution

Cheaper technology

MAIN COMPETITORS

GLOBAL

INDIANAND

MANY MORE

PRICING

KelloggsSpecial K

435gms – Rs.170

KelloggsCorn Flakes300gms – Rs.120

KelloggsChocos

350gms – Rs.156

PRICING

KelloggsAll Bran

425gms – Rs.175

KelloggsMuesli nuts275gms – Rs.134

KelloggsOat bites

350gms – Rs.140

KEY SEGMENTS

TASTY START:

SIMPLY WHOLESOME:

SHAPE MANAGEMENT:

KID PREFFERED:

INNER HEALTH:

MARKET SEGMENTATION

AGE

GENDER

INCOME

TASTE

THE FOUR Variables for

market selection are

Products are marketed according to the age groups

like children, teens, adults, senior

citizens

Men and women have different tastes and preferences and

accordingly the products are

marketedKellogs has been committed

to producing nutritious, high

quality breakfast meals

Income can be a barrier or a boon. Investing in region with high income group (becoz they prefer convenience foods)is always a

boon.

MARKET RESEARCH

We surveyed 200 people belonging to different age-groups, socio-economic groups & living in different areas.

Questions Asked1. Do you have breakfast regularly?

2. Have you tasted Kellogg’s?

3. If yes, Did you like the product used by you?

4. How likely are you to purchase the product?

MARKET RESEARCHDo you have Breakfast?

73

19

8 Yes

Have you tasted Kellogg’s?

78

22

Yes

No

YES NO0%

20%40%60%80%

100%

80%

20%

Did you like the products used?

How likely are you to purchase the product?

0%

10%

20%

30%

40%

50%

60%

NOT LIKELY

VERY LIKELY

LIKELY

Price

REVENUE & EXPENDITURE

CONCLUSION Healthy food at convenience

cost effective

Better standard of living

Innovation in products and taste

Excellent Quality

Value for money