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Kellogg's Case Study

Kellogg's, founded in India in 1994, has become a leading player in the breakfast cereal market with over 75% market share by addressing challenges such as consumer preferences for traditional meals and higher price points. The company has repositioned itself by targeting iron deficiency and promoting its products as nutritious options for urban youth. Future strategies include developing new product lines that cater to specific health needs and emphasizing the nutritional benefits of its offerings.

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59 views8 pages

Kellogg's Case Study

Kellogg's, founded in India in 1994, has become a leading player in the breakfast cereal market with over 75% market share by addressing challenges such as consumer preferences for traditional meals and higher price points. The company has repositioned itself by targeting iron deficiency and promoting its products as nutritious options for urban youth. Future strategies include developing new product lines that cater to specific health needs and emphasizing the nutritional benefits of its offerings.

Uploaded by

srijaasthana720
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Journey of Kellogg’s in India

Challenges, brand proposition and strategy

By Srija Asthana
Introduction
● Kellanova (formerly known as the Kellogg Company) is an American multinational food manufacturing company
headquartered in Chicago, Illinois, US, founded in 1898.

● Kellogg’s in India was founded in 1994.

● It has product offerings under six main categories:

Breakfast All day favourites Snacks


Kids Family Adult

● As of December 2023, Kellogg’s is one of the largest players in the Indian breakfast cereal market, with a share of
over 75%.
Overview

Consumer Kelloggs’ entry Strategy and


behaviour towards in the Indian Challenges faced solutions
breakfast in India market

- Lack of strong breakfast - Corn Flakes, positioned - Savoury, freshly made items - Change in target group
culture as a healthier breakfast preferred over cold breakfast
option meals - Repositioning as mid meal
- Traditional breakfast for children
items - “No matter how you start - Higher price point (30%
your day, start it with costlier than other - Addressal of iron deficiency
- Negative perception of Kellogg’s” alternatives) through its product offerings
ready-to-cook meals
- Emphasis on nutritional - Lack of perception of - Product extensions: Weight
- Shift in preferences benefits breakfast as a nutrient rich management, local flavours
meal
- Positioned as a cold milk
meal - Cold milk leading to soggy
cereal not well received
Positioning of Kellogg’s at the time of launch in India

● Emphasis on health benefits

01 Corn Flakes - flagship brand ●


●
Advantages over traditional Indian breakfasts
Crispiness

“Jaago jaise bhi, lo Kellogg’s


02 hi”
● Attempt to incorporate Kellogg’s products as a daily
staple
Reasons for the initial failure

In the 1990s, nutrition was not viewed as an Kellogg’s products were priced at
essential component for breakfast by the 30% higher rates than the other
Indian consumers. available alternatives
Deep rooted reach of Lack of disposable
traditional breakfasts income

Nutrition Price factor


The average Indian consumer, especially the
The Indian Economy was newly liberalised.
middle class target group, did not possess
The concept of traditional breakfasts had
disposable income
been in practice for many generations
Changes made for repositioning

Change in target First brand to tackle Product Rebranding


audience iron deficiency trials

Kellogg’s Chocos introduced Launched ‘Iron Shakti’ to Extensive sampling Removal of the rooster from
and positioned as mid-day address iron deficiency campaigns its advertisements
meals, instead of breakfast
for children
Brand proposition going forward

Reposition itself as the go to Develop a new range of


caretaker of all things nutritious products that cater to the
and easy to avail lifestyle of the urban youth

A brand that cares Target the urban youth

Target a specific ailment Instant nutrition and well-being

Extensive campaigns
Base a product line tackling a propagating the nutritional
specific ailment value of its products
Thank you

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