1. Kellogg’s Corn Flakes
Presented by
Nishant dubey
Sunil joshi
Khushboo udeshi
Richa kankaria
Vaibhavi oza
Tina wadhwani
Mangalik joshi

2. Facts from the Case
• Food Products manufacturing company based
in Battle Creek, Michigan, USA.
• Having varieties of ready to eat foods.

3. • Doing supportive activities like grain milling
and carton printing as well.
• Kellogg International handling business
outside of USA and Canada.
• Kellogg having good presence outside of USA.
• Kellogg’s Corn Flakes is the Premium product.

4. Present Marketing
• Company’s own Sales team, broker and
distributor arrangements.
• Emphasis on Consumer’s knowledge regarding
nutrition in the product
• Health of consumers is in priority

5. Building a Brand
• Promotion is just one element of the marketing mix called
by 4 ’Ps'.
Key elements:
• Consumer: who can be encouraged to purchase by an
attractive and exciting offer.
• Advertising: the consumer promotion needs to be brought
to the public's attention with a strong message.
• Trade: Kellogg needs them to support the promotion. Shops
and other sales outlets should know the advertising is
coming, so they can buy in enough stock and benefit from
the promotion by displaying point-of-sale material.

6. • first targeted families
• The second event was aimed at adults and
involved just one brand - Kellogg's Crunchy
Nut
• familiar characters (Tony the Tiger and Coco
Monkey) with Star WarsTM

7. Q) Should the product itself
(cornflakes) be standardized or
adapted for world market ?

8. Standardization or Promotion
• Corn Flakes are quite possibly the dullest, soggiest, and
least appetising breakfast cereal known to man
• large amount of promotions placed on the boxes, such as
"Please Buy Them” and "If You Buy Them There May Or
May Not Be A Winning Ticket Inside The Box", along with
"Free Cereal Inside" (which is surprisingly
successful, considering that this is not advertising a gift or
anything, merely the fact that if you buy this product, you
will receive the product, and that is in most cases, a
minimum requirement for a box of cereal) and "50% Off
Your Next Trip To The Cardiff Dairy Farming Museum”. How
this promotion works is anyone's guess, as there are
actually no cows in Cardiff, and the museum is free anyway.
• "spokey-dokeys" - bicycle wheel attachments

9. Q) Should the brand and
trademark Kellogg's Corn Flakes
and the familiar red script be
uniform in all markets ?

10. Branding – India v/s World
• Firstly, Indians have always preferred their milk
hot.
• Cultural dimensions of India – Packaging & Pricing
• Convincing consumers about the highly
nutritional contents of the corn flakes.
• Extremely strong cultural values
• Globalization may be an increasing trend, but
regional identities, customs and tastes are
distinct as ever

11. • Quality is Defined by the Buyer
• Global brand – Worldwide use of a
name, term, sign, symbol (visual and/or
auditory), design
• The Brand name – encompasses the years of
advertising, good will, quality
evaluation, product experience, and other
beneficial attributes the market associates
with the product.

12. A promotion will affect all parts of Kellogg business including:
• Sales - both to the consumer and to the trade
• Marketing - all the elements of the marketing mix
• Packaging - the designs for promotional packs, inserts and other parts of
the promotion need to be supplied
• Legal - this does not just involve making sure the promotion is legal, but
also handling the contracts for the various agencies and partners that help
the business with the event
• Quality - any free gifts or other promotional items have to be tested for
quality and safety
• Supply Chain - Kellogg needs to make sure that it has enough stock to keep
the trade supplied when demand increases. This could mean building up
stocks in response to the forecast change in demand
• Finance - the event has to be budgeted for. Finance will also carry out
predictions and feed back information on the effectiveness of the event
through the changes in sales value before and after.

13. Promotional team is responsible for:
• Communicating appropriately with all other areas of
the business and external bodies.
• Developing original, creative, innovative and exciting
ideas that will attract the attention of consumers.
• Delivering the event, ensuring all parts are working
together in an effective way and each part is launched
and supported at the right time and in the right place.
• Getting the flow of promotional stock into and out of
stores on time - this is critical to an event's success.

14. Q) What is the appropriate
packaging for foreign markets ?

15. Packaging in foreign markets:
International marketers need to take into account the
following factors for deciding appropriate packaging in
various international markets;
• changes in climates across countries
• lengthy & difficult transportation
• lengthy periods on shelves
• varying sizes of packaging
• different consumer preferences in packaging

16. • some standardization needed to make the
product recognizable
• growing environmental consciousness
• different cost pressures

17. Q) What is an appropriate labeling
strategy for world market ?

18. Labeling strategy for world markets:
International marketers also need to design
appropriate labeling for various markets, to cater
for the market differences as well as to adhere to
regulations.
• different languages of foreign markets
• information details to be provided
• instructions for use

19. • different price or currencies
• different promotions
• consumer preferences in various markets
(color, wording style etc..)
• rules and regulations of foreign countries

20. Thank you