Presented by……

Anil Dhankhar
Rachit Mehrotra
Anmol verma
Sudhir Rawat
Ankit sirohi

Indian experience

05/23/10 1
 summary
In the words of Denis Avronsart, M.D. kellogg
India” our only rivals are traditional Indian
foods like idlis and vadas.

Its entrance & failure ….

A multi national company.
Investment in India.
High profile launch backed by hectic media
activity.
Improper distribution channel.
Lack of regular buyers.
The mistakes
Kelloggs banked heavily on the quality.
Indian fooding habits.
Breakfast eating habbits.
  Selection of wrong platform(grain based food).
 “Health product” image.
 Premium pricing.
 Focus on premium and middle level retail stores.
 Setting things right
 Launch of highly successful brands- Chocos and Frosties
 Indianising its flavors.
 Bringing down the price.
 Retail packs of various size.
 Non impressive advertising.
 emphasis on Iron fortification.
 Target on schools
 Penetration into the market.
 Nutritious diet.
 launch of chocos biscuit.
 Maintained the image of premium brand.

Mistakes
 Quality
 Eating habits
 Positioning
 Low demand due to premium pricing
 Launched the products without doing
research.
Recommendations &
Solutions
 Be the best in at least one thing.
 Don’t mix your message.
 If a product is good, it will succeed. This is
blatantly untrue.
 Replace packaging by pouches.
 Raise awareness about nutritions


Brand culture failures: Kellogg’s in India
 Not taking any market research before
interring in the Indian market.
 Poor advertising.
 Popular brand myths.
 Underestimate local competitors.
 products are bought, not sold.




Poor entry strategy
 India is a different market from other.
 Some other company also do the same thinks
in India:-Coca-Cola, Whirlpool, MTV, Domino’s
Pizza, Citibank , Mercedes-Benz.
 blinded by figures.
 Western product attempting to appeal to Indian
test.



 An right decision
Mass market product

Competitors

Nutritious food
05/23/10 9