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Kelloggsfinalppt 111106094809 Phpapp01
Kelloggsfinalppt 111106094809 Phpapp01
PRADNYA BAKKAR
2. MONALI BHOIR
3. ARPANA VICHARE
4. SWATI DABEKAR
5. SARIKA PATIL
6. ROHAN LOKHANDE
COMPANY FACTS:
z ESTABLISHED IN 1906 & FOUNDED BY WILL KEITH KELLOGG
KELLOGGS IN INDIA:
K FAILURE OF KELLOGGS IN
INDIA:
REASONS:
K OVER CONFIDENCE & IGNORANCE OF CULTURAL ASPECTS.
K LACK OF UNDERSTANDING OF INDIAN CONSUMER BEHAVIOUR & HABITS.
K PREMIUM PRICING POLICY.
JPESTEL ANALYSIS:
J Political
J Economic
J Socio-cultural
J Technological Factors
J Environment
J Legal
N MARKETING MIX:
Product: This element relates to how the company offers meets the changing
needs and wants of customers. The growth in healthier lifestyles creates
opportunities for Kellogg's to increase the number of products for this segment.
Price: The amount a company charges for its product is important in
determining sales. Super brands like Kellogg's can charge a premium because of
the strength of the brand and product quality.
Place: Where customers can purchase the product is also an important factor
in determining sales. If a brand like Special K is not stocked in supermarkets
l SWOT ANALYSIS:
MARKET SEGMENTATION:
Markets are divided into market segments and there are six key segments to the Kellogg
market, as shown:
Tasty Start - the cereals that most people will eat to begin their day. Kellogg's brands
include Kellogg's Corn Flakes and variations, such as Kellogg's Crunchy Nut.
Simply Wholesome. These are 'good for you' brands, such as Kellogg's Fruit 'n' Fiber
Shape Management. Brands that can enable customers to manage their weight or
shape, such as Kellogg's Special K.
Mum Approved. Those that mothers see as being good for their children, such as
Kellogg's wheat flaks.
Kid Preferred. The brands that children themselves prefer, such as Kellogg's Frosties,
Kellogg's Choc's and Honey Loops.
Inner Health. These are the brands that help people with digestion, such as Kellogg's
All-Bran and Kellogg's Heart to Heart Oats.