why did kellogg's took so long to established itself in india

1. WHY DID KELLOGG’S LOOK SO LONG IS
ESTABLISHED ITSELF IN INDIA?

2. PREPARED BY :-
VISHVESH SINGH
MBA
IITTM NOIDA
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3. COMPANY FACTS
1. ESTABLISHED IN 1906 AND FOUNDED BY “WILL KEITH
KELLOGG”
2. PRODUCT IS MANUFACTURED IN 18 COUNTRIES AND
MARKETED IN MORE THAN 180 COUNTRIES AROUND
THE WORLD
3. IT IS THE WORLD’S LEADING PRODUCER OF CEREAL
AND LEADING PRODUCER OF CONVENIENCE FOODS IN
WHICH INCLUDES COOKIES, CRACKERS, TOASTER,
PASTRIES, CEREAL BARS, FRUIT FLAVOUR, SNACKS,
FROZEN WAFFLES AND VEGETARIAN FOODS.
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4. KELLOGG’S IN INDIA
1. KELLOGG’S ENTERED IN INDIA IN 1994
2. PRODUCTS OFFERED IN INDIA : CORN FLACKES,
WHEAT FLACKES, BASMATI RICE FLACKES
3. THE RESEARCH FOUNDED THAT THEIR ONLY RIVALS
ARE TRADITIONAL INDIAN FOOS LIKE IDLIS AND
VADA’S. – THIS STATEMENT WAS GIVEN BY “DENIS
AVRONSORD” (M.D OF KELLOGG’S INDIA)
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5. FAILURE OF KELLOGG’S IN INDIA
REASONS
1. OVER CONFIDENCE AND IGNORANCE OF
CULTURAL ASPECTS
2. LACK OF UNDERSTANDING OF INDIAN
CONSUMER BEHAVIOUR HABITS
3. PREMIUM PRICING POLICY
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6. CRITICAL SUCCESS FACTORS
1. Purchasing power
2. Distribution
3. Market research
-Demographic analysis
- consumer/ multinational taste
4. Product development
- baking innovators
- nutritionists
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7. 5. Strong balance sheet
6. media competence
-television / radio broadcasts
- packaging
7. Foreign markets
8. Distribution
-location
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CONTI....

8. PESTEL ANALYSIS:
1. POLITICAL
2. ECONOMIC
3. SOCIO-CULTURAL
4. TECHNOLOGICAL
FACTORS
5. ENVIRONMENT
6. LEGAL
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9. MARKETING MIX
1. PRODUCT : The element relates to how the company offers meets the
changing needs and wants of customers. The growth in
healthier lifestyles creates opportunities for kellogg’s to
increase the number of products for this segment.
2. PRICE : The amount a company changes for its product is important
in determining sales. Super brands like kellogg’s can change a
premium because of the strength of the brand and product
quality.
3. PLACES : Where customers can purchase the product is is also an
important factor in determing sales. If a brand like special K
is not stocked in supermarkets hwere most purchased are
made, sales will be lost.
4. PROMOTION: Communicating the availabilty of a product is essential.
kellogg’s uses promotional media like TV advertising and
promotion like sampling
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10. MARKET SEGMENTATION
Markets are divided into market segments and there are six segments to the
Kellogg's market as shown:
1. Tasty start – The cereals that most people will eat to begin their day. Kellogg’s
brands includes Kellogg's corn flakes and variations, such as Kellogg's
crunch Nut.
2. Simply wholesome – There are ‘good for you’ brands, such as kellogg’s fruit ‘n’ fiber
3. Shape management – Brands that can enable customers to manage their weight or
Shape, such as kellogg’s special K
4. Mum approved - Those that mother see as being good for their children's, such as
Kellogg's wheat flakes
5. Kid preferred - The brands that children themselves prefer, such as Kellogg's frosties,
Kellogg's choco’s and honey loops
6. Inner healthy - These are the brands that help people with digestion, such as kellogg’s
ALL-BRAN and kellogg’s heart to heart oats4/19/2017 10

11. WHY TO GO FOR KELLOGG’S ?
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12. PRODUCTS OF KELLOGG’S IN INDIA
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THREATS OF THE SUBSTITUTE
PRODUCTS/ BRANDS
1. PEPSICO’S QUACKER OAT
2. MOHAN MEAKINS
3. BAGRRY’S
4. HEINZ COMPLAN
5. AMWAY
6. PRIVATE LABELS BY RETAIL CHAIN

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