Kellogg Essay

2960 Words 12 Pages
Kellogg’s success in India Page 1
CONTENTS
1. Introduction 2
2. Firm‟s Overview 2
3. Research Question 3
4. Reasons for entering Indian Market 3
5. The Initial Failure 3
6. The Market Mix 4
6.1 Product 5
6.2 Price 5
6.3 Place 6
6.4 Promotion 7
7. Kellogg‟s present situation in Indian Market 8
8. Kellogg‟s future plans in Indian Market 9
9. Conclusion 10
10. References 11
Kellogg’s success in India Page 2
1 Introduction
A saying, “Old habits die hard”, this was exactly the same Kellogg‟s received from Indian consumers when they launched their products in India in 1994.
In 2015, after completing 20 years in the Indian market, Kellogg India has a market share of more than 60% in the $ 150 million breakfast cereal market, this makes Kellogg‟s arguably
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Once they were hurt they psychologically turned themselves against the concept of cornflakes based breakfast.
6 The Marketing Mix
The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the 4P‟s: Product, Price, Place and Promotion.
After facing the initial failure in the Indian market, Kellogg‟s made good use of 4P framework of marketing mix at the right time, which helped them to achieve growth and success.
Kellogg’s success in India Page
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Kellogg‟s did not have retail packs of different sizes to cater different consumer groups. Later when they realised this they introduced packs of different sizes to Indian consumption patterns and purchasing power. They reduced the price by 20% when the introduced 500gms family pack, Mazza series were introduced in much smaller packs such as 60gms for Rs.10/-. The products introduced later were all priced appropriately and were not positioned anymore in the premium segment and were catered to all types of income groups. The decision to reduce prices seemed to be the right step and worked well for

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