It is a presentation on Kellogg case study when he sell our 1st product in India in 1994. where we understand how Kellogg face and solve our product problems.

2. MO. AMIR KHAN

3. • Established in 1906, by Will Keith Kellogg.
• Top Most Cereal companies in the world.
• Had global footprints by 1990’s, present in over 180
countries now.
• Revenue stream of more than 13 billion USD.
• One of the first companies to print nutritional
labeling.
• Mission Statement:
"quality products for a healthier world"
• It has marketed its product in more than 160
countries of the world.

4. • India an opportunity land.
• Newly opened economy for the West.
• Attractive huge population base, over 950 million
inhabitants.
• New, unexplored, untapped market.
• Invested 65 million INR initially.
• Launched iconic brand Corn Flakes as the first
offering in 1994.
• Had a 53% market share on the 150 million INR
Indian market.
• Cereal breakfast segment was growing at 4-5%
annually.

5.  Over confidence & ignorance of cultural
aspects.
 lack of understanding of Indian consumer
behavior & habits.
 premium pricing policy.

6. • Kellogg initially launch cornflakes, wheat
flakes and basmati rice flakes the other
words chocos biscuits and trosties.
• In 2000, some more products were
launched like crispy ,cocoa frosties and
honey crunch.

7. • Launching of an older product ‘mazza’ in
three new Indian flavors, mango elaichi,
coconut kesar and rose.
• Introduction of new 60gm pouches and
500gm packs which reduces 20% of its
price/kg.
• Keeping in , the nutritional needs, the iron
was added to its products to meet for
importance in a healthy diet.

8. HERE A COMPANY DESIGN A PRODUCT TO
MEET A NEED IN MARKET -

9. STAGES OF PRODUCT LIFE CYCLE ARE :-
1. Launch :-many product do well when
they are first brought out and nutri
grains was no exception from launch in
1997 it was immediately successful.
2. Growth :- it maintained growth in sales
with new development of flavor and
format. It does not have to spend
money on new machines. The market
position of “nutri- grain” also changed
from “missed breakfast” to “all day”
healthy snacks.

10. 3.MATURITY:-successful products attract
other competitor bus to start selling
similar products. Some variants struggles ,
while some grew but could not halt the
overall decline.
4.Saturation:-the market in “full” better and
cheaper competing products have come
to market by mid 2004, nutri grain faced
decline sales in a growing market.
5.Decline:-at this point Kellogg's have to
decide whether to let product die or use.

11. • Kellog contains a large variety of foods as
breakfast alternatives and ready to eat foods.
• Entered aligned food category to make up
for the loss in the Corn Flakes segment
• Launched special products for strategic
segmentation of the consumers owing to the
better understanding of the Indian Consumer
– E.g. Chocos for kids, K special for women, All
Bran for mid aged women etc.

12. Product of
Kellogg's in
India

13. MAJOR COMPETITORS IN INDIA
COMPETITORS

14. • The quality of the products.
• Meeting health requirements at the service
class people and the school kids.
• Provide healthy products made with
cereals and corns, etc.

15. • High prices.
• Unavailability in small cities and
towns.
• Doesn’t match the Indian taste.

16. • Meet the health requirements of the
busy peoples.
• Due to variety, have a great market in
India.

17. • The traditional foods of the countries
in which Kellogg wanted to launch its
product.

18. • Being not very successfully launched
it has been a great alternative for
India’s breakfast.
• Consumed by a large population and
reached their homes due to its variety
and healthy products.