Kellogg’s India• Kellogg's was founded as the Battle Creek Toasted

Corn Flake Company on February 19, 1906.

• With 2008 sales of nearly $13 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods,

• Products include cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives.

Proposition & Positioning

• A healthy, nutritious, convenient & easy - to - prepare alternative to traditional breakfast eating habits.

• Developing a taste for grain based foods in the morning.

- Decided focus on premium and middle-level retailers.because could not maintain uniform quality service to large no. of shops.

- But this put large sections of Indians out of reach.

• Refocused on ‘Fun-&-taste’ Positioning.

• Gave away free gifts with packs of chocos.eg. Glowing stickers with Rs. 10 pack of chocos.

• Reduction in Price - brought down price per kg by 20%.

• Different Sku’s – 500 gm family pack, Rs.10 pack of each variant.

• Worked on Better Positioning – Iron Shakti.

• Iron shakti – importance to the level of iron and vitamin intake.

• Now positioned as ‘Fun-&-Taste-&-Health’.

Advertising Campaigns

• ‘Jaago Jaise Bhi, lo Kellogg’s hi’

• Yoga instructor to kathakali dancer attributing their morning energy and fitness to kellogg’s

• Introduction of new cereals (Chocos, frosties etc.) forced to look at alternate product categories to make up for bad performance of breakfast cereals.

• Kelloggs Breakfast Week

• New positioning – level of iron & vitamin intake.

• Kelloggs Special K Diet – Women health.

• 1995 – 53% market share of Rs. 150 million breakfast cereal market. 2000 – 65% market share of Rs. 600 million market.

• Improved prospects- Shift in Positioning- Increased consumer promotions- Enhanced media budget• Continued to have image of

Premium brand.

Results