Final Kelloggs

8/7/2019 Final Kelloggs

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KELLOGG¶S CORN FLAKES

By:- Gargi Jain

Parth JayswalRohan Mehta

Sarvesh Pandey

Saunil Arora

Vaibhav Parakh

Vanita Naidu

Viveka Sanghvi



ABOUT KELLOGG¶S

� Kelloggs started with only 44 employees in Battle Creek,Michigan, in 1906.

� Founder, W.K. Kellogg, had a strong commitment tonutrition, health and quality.

� Kellogg has historically been a leader in industry, innovationand marketing.

� With 2010 sales of nearly $12 billion, Kellogg Company isthe worlds leading producer of cereal and a leadingproducer of convenience foods, including cookies, crackers,

toaster pastries, cereal bars, fruit-flavored snacks, frozenwaffles and veggie foods.

� Today Kelloggs manufacture in 18 countries andsell products in more than 180 countries around the world.



VISION AND MISSION

Vision:

To be the food company of choice.

Mission:

To drive sustainable growth through the power of ourpeople and brands by better servicing the needs of ourcustomers , consumers , and communities.

Operating Principles

Remain consumer centric

Executional excellence

Prioritize to win

Continuous efficiency improvement



VALUES

� Kellogg Companys values, K Values, shape theirculture and guide the way they run their business.

� In 2005, the company instituted the W.K. KelloggValues Award, which is given annually to one individualand one team of employees who best exhibit the K Values in their work.

� At Kelloggs company, we act with INTEGRITY and show respect.

� We are all ACCOUNTABLE.

� We are PASSIONATE about our business, our brands and our food.

� We have HUMILITY and hunger to learn.

� We strive for SIMPLICITY.

� We love SUCCESS.



HISTORY

� Late 1800s, a resort in Battle Creek, Michigan Dr. JH Kelloggand his brother WK Kellogg, by accident started the studyon cereals.

� The study was repeated done with some add-on.

� Finally in 1894 proper breakfast cereals came intoexistence.

� Delicious and nutritious cereal" was available to generalpublic in 1906.

� In 1914, The production of the Kelloggs Corn Flakes

expanded world wide.� In 1922, "Kellogg Company" changed its name and started

expanding their breakfast cereals as a manufacturer.



HISTORY

� In 1938, Company continued to expand and buildplants in England and Australia.

� In 1951, W.K. Kellogg died. The Kellogg Companycontinued to expand and build plants in Latin

America and Asia.� In 1964, Kelloggs Pop Tarts are introduced.

� In 1976-2001, Acquisition of Mrs. Smiths PieCompany, Worthington Foods, Kashi, Keebler.

� In 2010, With almost $12 Billion, Kelloggs is theworlds leading producer of cereal and otherconvenience foods.



HISTORY

� In 2000, Acquisition of Kashi

� In 2001, Kellogg acquires Keebler, its largest

acquisition.� In 2010, With almost $12 Billion, Kelloggs is

the worlds leading producer of cereal and

other convenience foods.

� Now Kelloggs is manufactured in 18 countries

and sold in more than 180 countries.



PRODUCT LINES

� Cereal

� Crackers

� Cookies

� Snacks

� Frozen Foods

� Water



ALL SET, TIME

TO EXPAND

FURTHER

BUT SOME

BIGGERMARKET

IDEA, ITS

TI

ME FORINDIA!!!



QUESTIONS



SHOULD THE PRODUCT ITSELF (CORNFLAKES) BESTANDARIZED OR ADOPTED FOR WORLD MARKETS?

� The product should be adapted according to

the world markets.

�In this case

Kellogg is entering

Indian market,so it definitely has to follow the Indian buyers

tastes and preferences.

± As in India taste is given more preference than

health.



SHOULD THE BRAND AND TRADEMARK KELLOGG¶S CORN FLAKESAND THE FAMILIAR RED SCRIPT BE UNIFORM IN ALL MARKETS?

� Yes, it should be familiar in

all the markets; one should

not change its trademarked

logo in order to enter intonew market, as it shows the

brand image of the company.

Logo is the face of the

company and so it should

not be changed at any cost.

� If we talk about this case, then the logo of Kelloggs Corn

Flakes is going to catch numerous eyeballs in India.



WHAT IS THE APPROPRIATE PACKAGING FORFOREIGN MARKETS?

� To a very large degree, the quality of design work on the packageaffects how well your products sell.

� We reach for products whose packaging are attractive and lookprofessional & instinctively shy away from unattractivelypackaged products.

� The complete design goes into creating something people willfeel confident to buy.

� The packaging acts as your in-store salesperson.

� In this case we would like to go with the same Cardboard boxpackaging which Kellogg is using in its domestic market, rather

than going for plastic box containers which are preferred bymost Indian women, because of two reasons:± Switching over to the plastic box will increase the cost of production.

± Corn flakes are damaged when exposed to sunlight and the hot andhumid temperature of India also affects it in a bad way.



WHAT IS AN APPROPRIATE LABELING STRATEGY FORWORLD MARKETS?

� The International marketers need to design appropriate labeling forvarious markets.

� The marketers should take proper care of few things while decidingthe logo like:± Languages of foreign market,

± Information details to be provided,

± Directions,

± Different price or currencies,

± Different promotions,

± Consumer preferences in various markets,

± Rules and regulations of foreign countries.� In this case we should focus on the nutrition factor more while

labeling our product.

� Indians are less concerned about the nutrition chart as they dontprefer to read text much, therefore we would be using more of pictures to convey the same.



KELLOGG¶S NUTRITION TABLE



BIBLIOGRAPHY

http://www.kelloggcompany.com/

http://en.wikipedia.org/wiki/Kellogg_Company

http://www.businessweek.com/

Final Kelloggs

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