Brand Extension AnalysisSakshi GuptaPGP30048

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.Kellogg brothers established in 1906Manufacturing plants in 19 countries Sells in 160+ countries It has wide range of cereal products: Kellogg Corn FlakesRice KrispiesSpecial K Fruit and FibreNutri-grain Cereal Bars.

Worlds Leading Breakfast cereal manufacturer since 1938

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Kelloggs In India History, Evolution and Present

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Entered in India in 1994.Products offered in India : corn flakeswheat flakesbasmati rice flakes

The research founded that their only rivals are traditional indian foods like idlis & vadas. - Denis Avronsord (M.D of kelloggs India.)

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Over confidence & ignorance of cultural aspects. Lack of understanding of Indian consumer behaviour & habits. Premium pricing policyWestern Product Kelloggs FAILURE In India

Product Family

Kelloggs Musli ChocosSpecial K Original

Product category size

Kelloggs: Growth Path

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Market Share

Analysiss

Introduced new variants from its vast product line of the west, to make up for the bad performance of the star brand corn flakes Introduced energy bars, biscuits etc

Different offerings

Product

Place

Healthy breakfast Kelloggs will use the already established distribution network that kelloggs uses for all its products.

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Promotion

TV: during lifestyle programs and during prime time

Magazines & Newspapers : lifestyle, focusing on women magazines in particular. Examples include: cosmopolitan, cleo and womans day

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Super brands like Kellogg's can charge a premium because of the strength of the brand and product qualityThey face tough competition from the local manufacturers which offer similar product at low pricing However the quality and variety Kelloggs offer offsets the other offerings by different manufacturers.Price

Whats Your Message?

Market Segmentation

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Demographic

Identified the nutritional needsLaunch product AccordinglyAge-wise needs differ Taste & health benefit

So there are the rules.19

Extra iron shakti for Growing Children Focus on protein intakeInfluenced by advertisements

Original suiting everyoneHealth consciousPrice sensitive/ Value for moneyQuality conscious

Special k diet for weight management women Women nutritional needs are different Result Oriented Healthy Requirements

Chocos in different shapes for kidsFascinated by adsTaste preferences

All bran wheat flakes for a fiber rich diet for adults

Health ConsciousLess Price sensitiveNutritional outlook

Competitor Analysis

POINTS OF PARITY

The price of Competitor brandsThe local belongingness of competitors POINTS OF PARITY

PRODUCTHASITALL?

A sequential build adds a sense of suspense.29

Point of Difference

Kelloggs has differentiated itself on the basis of variety it offers It has also offered premium quality as differentiated from its direct competitorKelloggs has different offering catering to different need of different people in terms of age, character sticks and requirements

PERCEPTUAL MAP

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