Kellogg's
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Transcript of Kellogg's
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Kellogg's started with only 44 employees in Battle Creek, Michigan, in 1906.
Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality.
Kellogg's has historically been a leader in industry, innovation and marketing.
Kellogg's is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods.
Its products are sold in more than 180 countries worldwide.
HISTORY
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PRODUCTS
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“To enrich and delight the world through foods and brands that matter.”
" Nourishing families so they can flourish and thrive.
VISION
MISSION
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Growth in cereal business
Global expansion of convenience food’s/snacks
Sustainable growth
Be a trusted provider of great tasting, safe and high quality products to consumers
Promote corporate responsibility to communities
Reinforce the idea of healthy lifestyle for population
OBJECTIVES
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Kellogg’s continued to execute a strategy based on fundamental strengths
It included the expanding family of megabrands, strong global opportunitiesproduct innovationspeople across the globe
STRATEGY
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Kellogg's is executing their strategy across four tracks.
STRATEGY
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in may 2012 from acquired
And they stated that
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MARKETING STRATEGYTHE FOUR
P’sPRODUCT:
It provides the following benefit: food, health, healthy lifestyle, sense of sophistication
PRICE:
PROMOTIO
N:
PLACE:
Price per box of about 300gms is around 120 Rs – 170 Rs
The new products launched will have to be aggressively advertised on a number of media
People in the city and urban areas prefer such products and hence it should be marketed there on a large scale.
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Unique products
Online growth
Effective communication
Strong brand equity
Cost advantage
SWOT ANALYSIS
STRENGTH: WEAKNESS :
Follower in pricing
strategy
Weak management
team
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Takeovers
Products and services
expansion
Emerging markets and
expansion abroad
Lower pricing strategy
SWOT ANALYSIS
OPPORTUNITIES : THREATS :
Competition
Price wars
product substitution
Cheaper technology
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MAIN COMPETITORS
GLOBAL
INDIANAND
MANY MORE
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PRICING
KelloggsSpecial K
435gms – Rs.170
KelloggsCorn Flakes300gms – Rs.120
KelloggsChocos
350gms – Rs.156
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PRICING
KelloggsAll Bran
425gms – Rs.175
KelloggsMuesli nuts275gms – Rs.134
KelloggsOat bites
350gms – Rs.140
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KEY SEGMENTS
TASTY START:
SIMPLY WHOLESOME:
SHAPE MANAGEMENT:
KID PREFFERED:
INNER HEALTH:
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MARKET SEGMENTATION
AGE
GENDER
INCOME
TASTE
THE FOUR Variables for
market selection are
Products are marketed according to the age groups
like children, teens, adults, senior
citizens
Men and women have different tastes and preferences and
accordingly the products are
marketedKellogs has been committed
to producing nutritious, high
quality breakfast meals
Income can be a barrier or a boon. Investing in region with high income group (becoz they prefer convenience foods)is always a
boon.
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MARKET RESEARCH
We surveyed 200 people belonging to different age-groups, socio-economic groups & living in different areas.
Questions Asked1. Do you have breakfast regularly?
2. Have you tasted Kellogg’s?
3. If yes, Did you like the product used by you?
4. How likely are you to purchase the product?
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MARKET RESEARCHDo you have Breakfast?
73
19
8 Yes
Have you tasted Kellogg’s?
78
22
Yes
No
YES NO0%
20%40%60%80%
100%
80%
20%
Did you like the products used?
How likely are you to purchase the product?
0%
10%
20%
30%
40%
50%
60%
NOT LIKELY
VERY LIKELY
LIKELY
Price
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REVENUE & EXPENDITURE
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CONCLUSION Healthy food at convenience
cost effective
Better standard of living
Innovation in products and taste
Excellent Quality
Value for money
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