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MERC Institute Of Management
Presented To Presented By Mr. Saurav Suman Nishant Singh
Kellogg was founded in 1906.
Started operations in India from 1994.
It had manufacturing facilities in 19 countries & marketed its product in more than 160 countries.
The company’s turnover in 1999-00 was $ 7 billion.
Company had set up its 30th manufacturing in India, with a total investment of $ 30 million.
Kellogg include cookies, crackers , cereal bars, frozen waffles, meat alternatives, piecrusts and ice cream cones.
Kellogg was the wholly owned Indian Subsidiary of the Kellogg Company based in battle Creek, Michigan.
It was the world’s leading producers of cereals and convenience foods.
Initially in India Kellogg included cornflakes, wheat flakes and basmati rice flakes.
Problems Acceptance Habit Taste Positioning Price Trap Disguised Demand Distribution
Remedies Launching of new brands
Chocos (1996) Frosties (1987)Biscuits Indianising Flavours• Mazza Series(1998)Positioning SegmentationPricingPromotional Strategy Distribution network
Shift In Positioning Increase Consumer Promotion Enhance Media Budget Launching New Brands Low Pricing