1. Case Study
MERC Institute Of Management
Presented To Presented By
Mr. Saurav Suman Nishant Singh

2. AGENDA
 Introduction
 Problems
 Remedies
 Conclusion

3. 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.

4.  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.

5. Problems
 Acceptance
 Habit
 Taste
 Positioning
 Price Trap
 Disguised Demand
 Distribution

7. Remedies
 Launching of new brands
Chocos (1996)
Frosties (1987)
Biscuits
Indianising Flavours
• Mazza Series(1998)
Positioning
Segmentation
Pricing
Promotional Strategy
Distribution network

8. Result

9.  Shift In Positioning
 Increase Consumer Promotion
 Enhance Media Budget
 Launching New Brands
 Low Pricing