Kellogg's Breakfast Mates

Presented to:Dr. Muhammad Arsalan

Ghouri

Group MembersSyed Mohammad Danial Hassan Syed Farasat Ali

Content

Kellogg's Introduction

Competitors

Reasons of Failure Kellogg's Breakfast Mates

Recommendations

Company Introduction Kellogg Company (also

known Kellogg's, Kellogg, and Kellogg's of Battle Creek) is an American multinational food manufacturing company.

Company was founded in 1906.

Headquarter in Battle Creek, Michigan, United States.

Company Introduction Our Vision: To enrich and delight the world through foods and brands that matter. Our Purpose: Nourishing families so they can flourish and thrive. 1898 - Recipe of the Product. (Research and Development) 1906 - W.K. Kellogg opened the “Battle Creek Toasted Corn Flake Company” 1914 - Kellogg’s® Corn Flakes® was introduced by opening factories in Australia, England, Mexico, Japan, India and

more. 1915 - Kellogg introduced Bran Flakes, the first high-fiber cereal. 1923 - The first in the food industry to hire a dietitian for defining the roles of different foods played in proper diets. 1930 WK Kellogg Foundation whose mission - to help children realize their potential. 1942-1945 - Proudly produced Kellogg’s Raisin Bran for the U.S. armed forces (whole-grain cereal) 1997 — We opened the W.K. Kellogg Institute for Food and Nutrition Research 2006 - Celebrated 100 years commitment to nutrition, health and quality. We also celebrated our future - by creating

new Kellogg’s Special K Bars. 2009-2010 Kellogg’s® Froot Loops®. Now, in the U.S., Kellogg Company offers more ready-to-eat cereals that

provide at least one good source of fiber (3 grams) and one-half serving of whole grains (8 grams) than any other U.S. food company.

Today — We’re proudly upholding the values W.K. Kellogg instilled more than 100 years ago — but now we’re doing it in 180 countries across the world.

PRODUCT RANGE

Competitors General Mills Inc.:  is an American multinational manufacturer and

marketer of branded consumer foods sold through retail stores. It is headquartered in Golden Valley, Minnesota, a suburb of Minneapolis

Aldi (Germany) is a leading global discount supermarket chain with almost 10,000 stores in 18 countries, and an estimated turnover of more than €50bn.

National Biscuit: Nabisco is an American manufacturer of cookies and snacks headquartered in East Hanover, New Jersey.

Heinz : The H. J. Heinz Company, or Heinz, is an American food processing company. Headquarters in Pittsburgh, Pennsylvania. It was founded by Henry John Heinz in 1869

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Kellogg's Breakfast Mates Reason of Failure

Cool milk In order to accommodate for the consumer’s preference for

cool milk, Kellogg’s eventually decided to place Cereal Mates in refrigerators to imply that consumers should have the milk cold.

Price Breakfast mate was charged premium for convenience. Its

retail price was in range from $1.39 to $1.69 depending on retail store. Consumers felt that was too expensive for what they perceive as a four. Oz. box of cereal.

Reason of Failure

Advertising/ Packing not children friendly As if the consumer wasn’t confused enough, Kellogg’s complicated

matters further with the advertising campaign for Cereal Mates. The TV ads featured young kids helping themselves to the product, while their parents lay snoring contentedly in bed. However, the packaging of the product was far from child-friendly, and if they left their kids to help themselves, the parents would have probably been crying (or at least getting cross) over spilt milk.

Taste Breakfast Mate was portable packet to be used when one is out of his

home. This can be kept in lunchbox, briefcase, brownbag, and desk drawer. But the problem was the milk get warm up at the ambient temperature. This caused the change in taste of milk.

Recommendations Placing:

Kellogg's breakfast mates should had to place in category of cereals rather than in refrigeration.

Walk the talk: As in the advertising they show that the packing is

children friendly, so, it should be but it was not.

Pricing: Pricing should be matched with the benefits.

Recommendations