BRAND brandthinkmarketingdo Kellogg's

Published on August 15th, 2012 | by drkkr

44

Let’s Make Today Great

Monday is often a busy day to most of them for many reasons. Monday morning most of us try to have a quick breakfast.This Monday when we were having our breakfast, all of a sudden i realised that the menu for our breakfast seems similar on all days and i was just wondering how when this brand came in to our life and to my surprise this brand has entered most of our Indian dinning tables. If u haven’t got what the dish is, it is cereals for breakfast,which is quick and easy to make and swallow. It happens to be the best solution for most of the families for it is easy to make and easier to make the kids eat.The cornflakes which is from a corn is remembered globally as  Kellogg’s.

I guess when i grew up i ate Idly, Dosa, Puri, chapati, Puttu- now seems to be festival food at-least in the urban terrain and the second tire cities. All these dishes seems to have taken a back seat after Kellogg’s got into Indian Kitchens.I still wonder how the habits, traditions tastes and customs change, after all we are in a changing world. Breaking the tradition seems to be the order of the day. Once India was traditional, today we are trying to prove so hard that we are traditionally modern.

Kellogg’s is a simple, easy, user friendly, ready to eat cereal solution for the monday madness or week long madness when breakfast seems to be just a ritual.But this brand just by getting into our dining tables have made them into a Power break fast since it happens to be the first food of the morning. Customers believe this iconic brand for the past 100 years from the time  Will Keith Kellogg and his brother Dr John Harvey Kellogg started the journey and registered it as Kellogg’s on February 19 1906 headquartered in Battle Creek, Michigan. Kellogg’s produces in 18 countries and offers them in more than 180 countries wholesome food cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods.In 2012, Kellogg’s elevated themselves to be the second largest snack food company after Pepsi-co by acquiring the Pringles potato crisps business from Procter & Gamble for $2.7 billion in a cash deal.In 2011 Kellogg’s turned out to be a US$ 13.198 billion company.
I am just wondering,how is that in a decade the iconic brand changed the eating habbits of Indian households and ofcourse the eating habits of people from 180 countries ?!!. May be the success of the brand is because of the belief on the brand’s heritage of 100 years—that a better breakfast leads to a better day. But the emotive point that is leveraged is each day really represents a fresh start to realize life’s possibilities, and as a result, the brand exist to fuel better days and better lives for everyone they touch. And that is emphasised in the strategy line of “Let’s Make Today Great.”Another intresting one from Kellogg’s, “From great starts come great things. Kellogg’s: See you at breakfast.” So it’s not just about the functional moment of breakfast and that occasion and cereal, but it’s about the possibilities that are unlocked each day, and the iconic brand believes Kellogg’s is a brand about possibilities and futures.
While i blog this the aura of kellogg’s is disturbing my flow of thoughts more than that is the fear of loosing my share of breakfast to my son as he loves honey loops of Kellogg’s !!

Share your thoughts on how Kellogg’s changed the Indian breakfast habbits?

What could be the strategy you think is the reason for kellogg’s success ?

Share your point of view which has not been covered by me about Kellogg’s in this blog.

 

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44 Responses to Let’s Make Today Great

  1. Sweatha.S says:

    (1)Kellogg’s was an exclusive American brand of cereal breakfast. It’s entry into the Indian household was rather fertive and guarded. It was only in the late 70’s that people started experimenting new items for breakfast. Kellogg’s headed that list. Being the front runner in the various products that made an entry into the Indian household scenario, it gained acceptance for the simple reason that it was easier to make and even easier to eat.

    For a typical traditional Indian family, deviating from the regular breakfast menu of idli, dosa and freshly brewed coffee has never changed. It is only in families where both husband and wife report for work that kellogg’s has made a permanent entry. The mad morning rush on all working days irrespective of the beginning or end of the week, has forced many to switch over to an easily made cereal which could be prepared in two minutes and taken in lesser time.

    (2) Marketing of the product in India has been done with great imagination and forethought. It has almost become the “corporate” word for breakfast. There is an acceptance that Kellogg’s would keep them active and energetic throughout the day, a belief that has been kept afloat by a plethora of advertisements that have helped fan many an imagination.

    Among the main items that are served at corporate canteens, Kellogg’s maintains it’s position of prime importance. We certainly cannot be surprised that if tomorrow the question commonly asked could be “have you kellogg’ed today?”. Many ready to eat products like cookies,waffles and chips marketed by Kellogg’s and backed by their 100 year experience in preparation and marketing has helped the acceptance of the products in more than 180 countries and in more than 180 million households.

    It is rather a tough question to answer when asked “can another brand dislodge Kellogg’s?”

    (3) Contrary to popular belief another school of thought would vouch for the fact that breakfast in every Indian home till date has been the mainstay of the meals taken throughout the day. It was meant to be heavy,filling and rich in all aspects to give them a good start for the day, which Kellogg’s cannot claim to do.

    The choice made by most corporate office-goers has been made more by influence than by thought. If left to ponder whether Kellogg’s is really fulfilling their nutritional needs when taken on a daily basis, a frank and realistic inference would be an emphatic NO.

  2. P.GERALD MATHEWS says:

    1)Kellogg pitched itself as an alternative to the regularly consumed breakfast. The Indian breakfast is heavy and there is a feeling of fullness at the end of an Indian breakfast. What with oily Parantas, Puris and Dosas, the feeling of fullness is real and not imagined. Kellogg’s Corn flake breakfast does not give that feeling of fullness and that went against the grain of having a total breakfast. In short after having a corn flake based breakfast the Indian consumers were still hungry.

    2)Kellogg in its advertising campaigns hinted that the Indian breakfast was not nutritious and that Indian breakfast was not very good for health. This deeply hurt the sentiments of the home maker. The home makers said to themselves “We have eaten and served the Indian breakfast for decades and centuries. My family is doing fine”. Once the home maker’s ego was hurt they psychologically turned themselves against the concept of corn flake based breakfast.

    3)Kellogg’s tried to bring in new breakfast habits to Indians, but the price of the product still restricts consumption to the urban consumers and affluent house-holds. Meanwhile Kellogg’s is trying hard to establish the company’s brand equity in the market. So it is to be seen if Kellogg’s experiments(like moving into snack food ) to strengthen its brand equity will be fruitful or not.

  3. Anuja says:

    Firstly, Kellogg’s has changed the breakfast habits of Indian households, when they conventionally broke into a society where people was stuck with their traditional food stuffs such as idly, dosa etc. and was looking at the food cultures abroad. It was an easy-make dish that had comparitively less ingredients and people preferred it as much convenient.

    Most of us the Indians always love to try new things, styles, habits. The same happened behind the success of Kellogg’s where they strategically made their entry into the fast moving life style of Indians who were searching for a way out from spending their busy time in the kitchens cooking breakfast for school going kids, and corporates.

    Though, Kellogg’s have been successful in India, most of them still prefer the traditional foods. Their major market consists of children. And the others feel satisfied of having a rich ” BREAKFAST ” when, they have Not the Kellogg’s cornflakes, rather their usual varieties of Puttu, idly, dosa, poori etc. Because of the same, few have some conceptions that it is a way out for breakfast when nothing else works.

  4. jazz says:

    Indians always want a change in everything and if they c something new they wil have a thought to use it atleast once. people are busy in their life and they are not patient enough to wait and have their breakfast, as preparing it takes a long time. Kellogg’s came up with breakfast ready to eat cereal , wherein it takes less time to make as well as to eat and that is how it captured the Indian breakfast habbits.

    Kellogg’s made a mistake while entering in Indian market . They followed the same strategy which they followed internationally. Firstly, Indians have always preferred their milk hot. When the Kellogg’s crispy flakes are mixed with hot milk, they turned out to be soggy thereby out rightly rejected by the consumers. Kellogg’s later had to modify their products to suit hot milk but the damage had been done.
    Secondly,the cost of a 500 gm package of Kellogg’s was itself way higher than its traditional rivals. Kellogg’s brand was mostly meant to be targeted at the middle-class consumer. But the high pricing resulted in the consumers buying their products on one-off basis as a status buy rather than a nutritionally rich breakfast.
    i guess kellogg’s dint have a big success.

    Kellogg’s should have given a thought on this – ‘Think Globally, Act Locally’.

  5. jazz says:

    It was not a big hit earlier because of wrong strategy..later when they got it right they made a huge success . Kellogs is a tremendous inspiration to be for any FMCG company in the world including top FMCG companies like Coca,Cola,Pepsico,Unilever,PNG,etc(leave alone Indian FMCg companies) on a worldwide level.May the day never come where companies like Kellogs ceases to exist.

  6. Anish babu says:

    The Indian consumer is a lot more open to the “instant food” categories and far more demanding of more choices now than he or she ever was before. Kellogg’s, by spreading awareness of health benefits of cornflakes and cereals throught India in a hugh way instead of traditional Indian food items which may not be so healthy changed the Indian breakfast habits.

    Kellogs India strategy in 1994 was all wrong like pricing the product way too high,selling the item as a western products for India and not marketing it to the target audience well and they suffered for several few years in India.However once they got their strategy right a few years later i.e targeting school going children,etc there has been no stopping them.They have also modified their prices very well to make it a much more attractive value-for-money proposition to customers in India and have also got their product mix to suit Indian tastes fairly right.

  7. Eileen Grace Bejoy says:

    People tend to adapt new tastes and food…we see that Kellogs is such a product which does not take much time to cook..say for easy breakfast…people tend to skip their breakfast mostly…But Kellogs makes us healthy and saves time for the lazy eaters.And as the brand goes people tend to have some assumptions that having food like Kellogs increases their life style to a standard high 🙂 One good thing is the price is affordable and the product is actually moving even though they have high end competitors.

    But after all this we don’t tend to forget our traditional foods…For the mothers traditional foods will keep their family healthy.So no matter what not we try new… we will make sure we stick to our traditional habits too…

    Kellogs have stepped into the lives of Indians…They haven’t become the daily main course breakfast and i dont think they will be…After all Indians are Indians 😉 Kellogs cant Globalize us from our traditional food practices… i believe:)

  8. Mythili Muthukumar says:

    Share your thoughts on how Kellogg’s changed the Indian breakfast habbits?
    With a portfolio of cornflakes and its many variants, Kellogg has been known the world over for its cold breakfasts — a recipe for disaster in India. Indians, with their proclivity for piping hot breakfast, found that cornflakes turn soggy the moment warm milk was added. However Food habits have taken a healthy turn since then, although not at the pace Kellogg would have liked, and the acceptance of cereals, cornflakes, oats and muesli has improved
    What could be the strategy you think is the reason for kellogg’s success ?
    Kellogg had entered India in 1994 with the promise of changing the breakfast habits of Indians. I think the reason for their success is that Kellogg has tried every trick in the bag with smaller and more affordable packs, variants for evening meals and niche products such as Special K cornflakes for women. Kellogg has done quite a plausible job in trying to not only understand the tastes, preferences and likes of the general Indian crowd but has also managed to deliver it
    After initial hiccups in the cornflakes segment, Kellogg has been successful in capturing kids’ and their mothers’ attention with its variants such as CHOCOS and Honey Loops. With oats, as in its Special K cornflakes, the accent is more on health for adults. Kellogg sure knows how to win a permanent slot in the monthly budget of an average Indian consumer. It has something to offer for everybody in a family, which I think is an important reason for it’s success.
    Share your point of view which has not been covered by me about Kellogg’s in this blog.
    I don’t completely agree to the fact that Kellogg’s has been a grand success in India mainly because i for one, hate the very fact of having something that tastes sweet for breakfast, Basically Indians have spicy and hot food for breakfast. To ask them to eat the sweet tasting and cold corn flake breakfast was too much of a sweet breakfast for the Indians to digest. I don’t think this is covered in the blog.
    Indian breakfast is known for its variety. There can be 30 types of Dosas, Idlies, Paratas and at least 6-7 different types of sambhars and chutneys for it. Indians are used to variety and one item that is eaten will not be on offer for the next two or three days. Asking Indians to have the same type of corn flake based breakfast is too much of a cultural change for the Indians to accept. And I personally cannot start my day with just a bowl of kellogg’s and make it through even until midday. I’m not sure how many would feel the same way as I but If majority of the households feel the way I do then I don’t think Kellogg’s has done a very good job in winning the hearts of Indian consumers yet.
    However of the Rs 400-crore cornflakes market (growing at 20 per cent per annum), Kellogg’s now commands around 70 per cent. Hence I guess even if not very successful, Kellogg has accomplished not just to last in the market and but has also coped to reap good profits. Kudos to Kellogg’s

  9. drkkr says:

    Good thoughts..!

  10. drkkr says:

    Good thoughts sweatha..

  11. dama says:

    Kellogs India strategy in 1994 was all wrong like pricing the product way too high,selling the item as a western products for India and not marketing it to the target audience well and they suffered for several few years in India.However once they got their strategy right a few years later i.e targeting school going children,etc there has been no stopping them.They have also modified their prices very well to make it a much more attractive value-for-money proposition to customers in India and hav

  12. Anas Bichu says:

    Kellogg’s still is unknown to the vast majority of Indian masses. But to the throbbing middle and upper classes in India’s growing cities provided Kellogg’s with success. Initial hiccups were there when it was first launched in India but later grew to capture a huge share in the market. The growing Indian middle class where both husband and wife works served as the perfect market for the products. They had literally no time at all to finish of the works at home. Taking care of house, husband and kids added to the workload and they began searching for options. They found Kellogg’s products. It has also found market among the youth in the small towns and well connected villages who always tend to imitate the modern food habits. The increased health awareness among the populace has also resulted in the intake of more packaged instant food materials like Corn Flakes.The trend existing among the Indian Youth to imitate western practices is also a reason which I suppose helped the success of Kellogg’s.
    Their women centric product line to attract growing self reliant women and the ‘Indianised’ product line added to it.

  13. Deepika M says:

    India is the second largest democratic nation in the world having a lot of cultural, social, ethnic & economic diversities. This differentiations also highlighted the indian food culture. It is politically incorrect calling the huge food culture at indian subcontinent in a single word of indian food habits. But we should admit that there is a so called ‘Bharathiya’ food habits as a part of indian popular culture.
    Here comes the relevance of revolution ( either negative or positive) made by kellog’s cornflakes which is an out product of westernisation. The easiness to cook, the taste, the fascination of indians towards the culture of west which is dominant at food & fashion. The media, advertisements, benefits of money & energy saving, health conciousness about nutrition & proper diets, energence of middle class, urbanisation etc are the reasons why indian traditional food culture changed & came under the monopoly of Kellogg’s.
    The secondary change made by the Kellog’s is revolutionary in the society. That is, even men also prepares their own food before getting to office. The children too likes Kellog’s food products. Yes, India is becoming modern because of the user friendly food at the time of globalisation.

  14. Anas Bichu says:

    Kellogg’s as a brand is still unknown to the vast majority of Indian Households.But to the growing urban rich and middle class Kellogg’s is something that adds to their ‘westernized’ look. Personally I am not a big fan of their products except for the Chocos which I steal from my little cousin brothers snack box.The growing middle class households in which both parents would be working was the perfect market for the Kellogg’s products.They find no time to get ready and the women in the family having to look after everyone from husband to children began looking for instant food items to be served at breakfast tables. Kellogg’s even after initial lags, was able to adapt to the needs of the diverse Indian customer. The throbbing youth population of India who tend to adapt western habits in an urge to ‘westernize’ themselves saw the consumption of these foreign instant food items as a prestige issue. The increase of middle class developed the small towns and urban centers across the country added to the existing markets. In fact, I believe the Indians have become more and more consumerist and has become obsessed with all that is foreign.

    The reasons why I believe Kellogg’s succeeded in Indian market is:
    – Kellogg’s emphasis on products that appeal the rising employed Indian women. Taking into fact that India is a ‘traditional modern’ country it emphasized on product line that can appease the women who still control the kitchen and buying.
    – Growing health consciousness amongst the populace added to the consumption of products like that of corn flake, oats etc. Alarming number of heart patient cases in country, I guess has something to do with this 😛
    – Its Indianised product line that was revealed here taking into consideration the Indian tastes and demands put Kellogg’s ahead of all other competitors thus enabling them to control the market. They understood the pulse of Indian customers while others doesn’t and this benefited them.

    Thank You

  15. Jobin Mathai says:

    1.) I do not think that Kellogg’s has changed the Indian breakfast habits. Kellogg’s has penetrated the fast moving, health conscious urban households but in rural India ( where dwells the largest chuck of the population) breakfast remains more or less traditional. This is because for an average Indian vegetables and staple grains are cheaper than sugary flakes. The product is not conveniently available either.
    2.) Kellogg’s success with the urban Indian is due to right product placement, a conscious marketing effort to bank on the notion of health, convenient product and the international brand name. They have also benefited from being the first to mover into the market.

    3.) The post could have discussed about the huge potential market given the rise in the middle class and population. The impact Kellogg’s marketing effort has had on other players in the processed food industry.

  16. Jobin Mathai MIB (A) says:

    1.) I do not think that Kellogg’s has changed the Indian breakfast habits. Kellogg’s has penetrated the fast moving, health conscious urban households but in rural India ( where dwells the largest chuck of the population) breakfast remains more or less traditional. This is because for an average Indian vegetables and staple grains are cheaper than sugary flakes. The product is not conveniently available either.
    2.) Kellogg’s success with the urban Indian is due to right product placement, a conscious marketing effort to bank on the notion of health, convenient product and the international brand name. They have also benefited from being the first to mover into the market.

    3.) The post could have discussed about the huge potential market given the rise in the middle class and population. The impact Kellogg’s marketing effort has had on other players in the processed food industry.

  17. ambrish khan says:

    1. It saves time of family where both work. And also it is liked by children and they eat it willingly as their breakfast. Hence most of the moms in house prefer Kellogg’s as their morning breakfast for their children. An also advertisement has made a major impact on people’s mind that it is a diet food. And people think they can stay healthy by having I as their breakfast.

    2. There are many flavours and it has a natural taste chocolate , banana and strawberry. And also it is cost effective and it is affordable by most of them.

  18. jithin rajan tharakan says:

    Kellogg’s has changed the dietry habits of Indian middle class. The newly emerged middle class with purchasing power and no time, found their saviour in the indianised ready to eat food materials of kelloggs

  19. Aib Chacko says:

    The product line of kelloggs was so appeasing for the empowered Indian women. The increase in economic strength of middle class Indian households increased the consumerism thus increasing the demand of Kelloggs products.

  20. Elzaba Ipe says:

    Kelloggs hasnt changed Indian breakfast habits to a large extend. Only the rich and privileged sections of the society has changed themselves to this western ready to eat food materials. The large parts are still unaware of this. The quest among the middle class and rich to westernise themselves increased their sales in cities and towns

  21. Athil v.p says:

    The financial status of Indians as increased as the result of economic development. The modern working women found their perfect solution in ready to eat food material and Kelloggs provided them with a best products.they changed their products according to Indian tastes and requirements and this helped them for market share.

  22. mithin rajan tharakan says:

    I dont really think kelloggs have a huge impact on Indian food habits. Personally i havent seen much common households using it. I believe it has had y impact only amongst the rising cities and metros. Hugely because their busy schedules kept them away from preparing breakfast at homes. The increase in the number of workjng women added to this.The improvement in the financial conditoon enhanced the purchasing power across cities and town.The modern indian youth saw the consumption of these ready to use food productsas a matter of prestige.

  23. Mahsook I MIB A says:

    Kellogg’s as a brand has had huge impact among the city dwelling middle class. The financial stability led to a consumer boom which in turn helped these market corporates. People began to think about easy living, thus increasing the market to ready to use materials. Kellogg’s was able to cater to this need taking into consideration , the Indian customer.

  24. Aib Chacko says:

    The product line of Kellogg’s was so appeasing for the empowered Indian women. The increase in economic strength of middle class Indian households increased the consumerism thus increasing the demand of Kellogg’s products

    1. In today’s modern world Indian kitchens are filled with Kellogg’s products as it makes the breakfast much easier and less time consuming to the working middle class of India.
    2. Kellogg’s is a huge hit in Indian market with it’s right branding strategy and rising India’s health consciousness.

    THANK YOU

  25. jithin rajan tharakan says:

    Firstly, Kellogg’s has changed the breakfast habits of Indian households,Kellogg’s as a brand is still unknown to the vast majority of Indian Households.But to the growing urban rich and middle class Kellogg’s is something that adds to their ‘westernized’ look.Kellogg’s success with the urban Indian is due to right product placement, a conscious marketing effort to bank on the notion of health, convenient product and the international brand name. They have also benefited from being the first to mover into the market.The reasons why I believe Kellogg’s succeeded in Indian market is:
    – Kellogg’s emphasis on products that appeal the rising employed Indian women. Taking into fact that India is a ‘traditional modern’ country it emphasized on product line that can appease the women who still control the kitchen and buying.Its Indianised product line that was revealed here taking into consideration the Indian tastes and demands put Kellogg’s ahead of all other competitors thus enabling them to control the market. They understood the pulse of Indian customers while others doesn’t and this benefited them.

  26. jerin mathai says:

    1.clearly Kelloggs have made an enterance in the urban sphere but i do not believe that it has penetrated into the rural and lower middle class families. Kellogg image as an healthy alternative has earned it some health worried urban Indians as customers but that being said in the mind set of rural India Kellogg enjoy only a lower health image as an alternative. i also believe that most of the urban population who choose kelloggs for breakfast see kelloggs as an alternative to there traditional dishes which because of lack of time has became difficult to cook.

    2. its brand image of historic company and positioning of the product as a healthy alternative

    3. lack of its penetration in the rural area.

  27. Aswini Mani says:

    1)kellogg’s has invaded a few homes in India due to the hectic life that we lead. Its mostly found in kitchens of bachelors and working families.Personally i will not prefer kellogg’s for my breakfast because I like to have something spicy and Indian for my breakfast.Yes kellogg’s has invaded a few homes in Indian market but majority of our homes are not found with kellogg’s cartons.

    2)The reason behind kellogg’s success is that we have become lazy or tired to spend hours in our kitchen cooking when we have a hectic day ahead of us. Its an instant dish which helps our diet and appetite. It is also easy and cheap for every household to get a hold of this product.

    3)The health issues kellogg’s causes and helps us solve could have been added in this post

    -Thank you

  28. D.Aravindh says:

    1)Kellogg evolved as an alternative to the regularly consumed breakfast. The indian food items are complicated and will take hours to prepare. Every food items in india needs its currys and chutneys to fullfill it. Kellogg’s Corn flake are ready to eat kind of breakfast and it saves lot of time in the busy monday shedules. people of india found it easier to gulp and fly off to their works. but still kellogs haven’t reached major homes in India. Only the urban homes in India are influenced by kellogs. there are lot more indian cities to be explored by kellogs.
    2) The way that kellogs changes froms a pack of chips to a healthy breakfast in a minute is the strategy for kellogs success

  29. Chandrasekar Chithambaram says:

    1. Today in India as well as across the world, Kellogg stands firmly committed to his legacy, by building a strong company through the power of our people. To foster that power and talent, Kellogg needs to attract and nurture the right kind of people to build its brands in India. Kellogg entered India in 1995 and during these 16 years, the company has become synonymous with great tasting & nourishing breakfast cereals. With a range of brands appealing to kids, adults and of course, the entire family, Because of the busy schedule Kellogg’s is becoming a common feature on breakfast tables across Indian homes today.
    2. Kellogg’s is targeting everyone in the family with a special offering. All these are breakfast options but meant for different target segments. They have ensured no one is missed out. Kellogg’s entered the market as a premium product offering the best quality. They did not have much success to begin with. Their price was too high for middle class India and they were trying to change the breakfast eating habit of Indians.
    3. About their major competitors and their slower growth rate in india and how we are getting difficult in adopting to the western system.

  30. logesh says:

    We Indians always want a change in everything and if they see something new they will crave for using it once.People are busy nowadays and are not patient enough to wait and have their breakfast,becoz our moms take more than a hour to prepare our breakfast. Kellogg’s came up with breakfast ready to eat product ; wherein it takes less time to make as well as to eat and that is how it captured the Indian breakfast habbit

    Kellogg’s maintains it’s position of prime importance. We certainly cannot be surprised that if tomorrow the question commonly asked could be “have you kellogg’ed today?”. And its becoz the advantages in consumptin of time fr de home makers.and their brand which made them success in indian market.

    Contrary to popular belief another school of thought would vouch for the fact that breakfast in every Indian home till date has been the mainstay of the meals taken throughout the day. It was meant to be heavy,filling and rich in all aspects to give them a good start for the day, which Kellogg’s cannot claim to do

  31. anu says:

    Kellogg’s was an exclusive American brand of cereal breakfast. It’s entry into the Indian household was rather fertive and guarded. It was only in the late 70′s that people started experimenting new items for breakfast.
    After underspending its competition in marketing and product development, Kellogg’s U.S. market share hit a low 36.7% in 1983. A prominent Wall Street analyst called it “a fine company that’s past its prime” and the cereal market was being regarded as “mature”. Such comments invigorated Kellogg chairman William E. LaMothe to improve, which primarily involved approaching the demographic of 80 million baby boomers rather than marketing children-oriented cereals. In emphasizing cereal’s convenience and nutritional value, Kellogg’s helped persuade U.S. consumers age 25 to 49 to eat 26% more cereal than people that age ate five years prior.
    There is an acceptance that Kellogg’s would keep them active and energetic throughout the day, a belief that has been kept afloat by a plethora of advertisements that have helped fan many an imagination.
    Kellogg has done quite a plausible job in trying to not only understand the tastes, preferences and likes of the general Indian crowd but has also managed to deliver it
    After initial hiccups in the cornflakes segment, Kellogg has been successful in capturing kids’ and their mothers’ attention with its variants such as CHOCOS and Honey Loops. With oats, as in its Special K cornflakes, the accent is more on health for adults. Kellogg sure knows how to win a permanent slot in the monthly budget of an average Indian consumer. It has something to offer for everybody in a family, which I think is an important reason for it’s success.

  32. Avinash.B says:

    I don’t agree saying that Kellogg’s has changed the Indian breakfast habits.It is not widely preferred by all. India is a country where there are large number of middle class people and they prefer having heavy breakfast and varieties in it.They also prefer giving food to their family by cooking themselves.

    People are becoming lazy day by day and they prefer work to be completed as soon as possible and now a days both the genders are earning members of the family so they are in short of time.This is also an important reason for the products success.

  33. krithika selvaraj says:

    We’ve all heard that breakfast is the most important meal of the day. But did you know that cereal ranks as one of the best choices for breakfast?Made with wholesome grains, Kellogg’s cereals help your family start the morning with energy by delivering a number of vital, take-on-the-day nutrients — nutrients that many of us, especially children, And cereal with milk is a leading source of 10 nutrients in children’s .
    1. In this swifting world Kellogg’s played a major role in fast pace of life.even though its not a ready made food it acts as a allies to fast food mornings or always hectic and tight schedule but break fast is not a burden with kelloggs its easy,simple,time saving and nutritious .
    2. Food habits have taken a healthy turn since then, although not at the pace Kellogg would have liked, and the acceptance of cereals, cornflakes, oats and muesli has improved. Kellogg has tried every trick in the bag with smaller and more affordable packs, variants for evening meals and niche products such as Special K cornflakes for women and mostly there are various flavours like chocs which children eat everyday.
    3. eventhough its a easy making food people will be bored of taking everyday.it taste the same
    it finds itself useful only in modern or in fast moving cities but there are areas where its existence is unknown.

  34. Aparna.s says:

    1.When Kellogg’s came into the Indian market,mostly rich and middle class people prefer to eat kellogg’s for breakfast. Few people like the taste of Kellogg and they think that it is easy to make. Most of the nuclear family prefers kellogs for breakfast to maintain the time. As the culture, taste and preferences,lifestyles changes in the same way their habits also change according to the changing world.
    2.Marketing of the product in India has been done with great imagination.It has become the most important food for breakfast and it is a simple,easy,user-friendly,when breakfast seems to be just a ritual. Kellogg would keep them active and energetic throughout the day, as they belief from the advertisements.
    3.I don’t agree that Kellogg’s has a good market structure due to its taste. As we know that India is known for spicy food,so most of the people don’t prefer Kellogg’s as their breakfast.

  35. Aishwarya Sharma .p says:

    1. Nowadays ,no one is having time to prepare food in the morning . So they prefer for Kellogg’s as their breakfast in urban areas but in few rural areas they are not aware about Kellogg’s . We can’t say that in India everyone prefer Kellogg’s as food in rural areas many people use to thing that Kelloggs doesnot contain proper vitamins, carbohydrates etc
    2Kellogg’s marketing strategy is different from other products. Mainly because of advertisement it has attracted indian women to buy Kellogg’s due to easy of making.
    3.we can’t say that every people in india prefers Kellogg’s as their breakfast due to its taste, quantity ,and cost. Kellogg’s has to still make up its market in rural areas.

  36. Aparna.s says:

    1.When Kellogg’s came into the Indian market,mostly rich and middle class people prefer to eat Kellogg for breakfast. Few people like the taste of Kellogg and they think that it is easy to make. Most of the nuclear family prefers Kellogg for breakfast to maintain the time. As the culture, taste and preferences,lifestyles changes in the same way their habits also
    change according to the changing world.
    2.Marketing of the product in India has been done with great imagination.It has become the most important food for breakfast and it is a simple,easy,user friendly,when breakfast seems to be just a ritual. Kellogg would keep them active and energetic throughout the day, as they belief from the advertisements.
    3.I don’t agree that Kellogg’s has a good market structure due to its taste. As we know that India is known for spicy food,so most of the people don’t prefer Kellogg’s as their breakfast.

  37. Lazim says:

    1) Kellog’s is still an uknown brand in majority of the Indian Households.But for the upper and some of the middle class family they usually prefer kellog’s for their break fast.By taking my home’s habits we usually have the traditional food for our breakfast.But i am a big fan of chocos.And i love to have it twice a day :-). I think kellog’s is used mostly in those home’s where mother’s are going to work.Because of saving time.Kellog’s is easy to cook and easy to have.Those women mostly prefer instant food items to served at the breakfast tables inorder to save time.I think some of the house holds prefer kellog’s only because of their standard of living.But we the Indians have a culture,and it is going far ahead of us.

    2) The reason for kellog’s success in India that i think is : It is very helpful to those employed indian women to cook and have their breakfast easily. Satisfy the health conciousness of the parents.

    And above all somehow it capture our indian market..

  38. Bhuvaneshwari says:

    ~ kellogg’s have intruded in most of our kitchens at urban side. Because in this fast moving world, people never find time to spend on having or making their breakfast. As, both the spouse work in most of the house, they prefer on a dish which could be made quick and which is healthy. A busy scheduled life with Kellogg makes the breakfast complete.

    ~ Kellogg marketing attracted the people who are trying to adapt modernity. It made the work of the households more easy and simple. By this, this product found a place in the market. As we are fast adapters to the changes, Kelloggs have become successful.

    ~ Most of the information have been shared. It’s been said that,Kellogg’s entered most of the families but we have to agree that most of the families go with the traditional food and traditional food will never lose its place.

  39. juhi shah says:

    1 )Kellogg’s had entered India in 1994 with the promise of changing the breakfast habits of Indian. It is known world over for its cold breakfast “a receipt for disaster in India”. Culturally it is access to more breakfast tables because oats is preferred with warm milk.just what Indians like.it has tailored the product to suit the Indian palate and it takes under 3 minutes to cook .Though a typical average middle class Indian family do not have breakfast on a regular basis like western counterparts. Those who have breakfast consume milk, biscuits, bread, butter, jam or local food preparation like idly, parantha etc . The taste of the product does not suit the Indian breakfast habits, the company actually are not trying to change these habits , it has launched the product on health platform and to make consumers see the benefits of this alternative.
    2) kellogg’s perceive to have healthy image when compared to other daily breakfast and snacks. It is made convenient to carry the product any were easily. Kellogg’s products are versatile enough as it can be consumed between breakfast and lunch. High level of brand awareness. It is been designed for all age groups from children to adults. The products are offered at lower pricer which is affordable for average household.all these factors added for the company to run successfully and become the world market leaders in highly competitive market.
    3)kellogg’s positioning remains generic since oats are perceived as intrinsically good for the heart. Even as kellogg’s roll out its product it has to be seen if it can pip the early bird and create a differentiation in oats for breakfast.

  40. Divya says:

    1. Kellogs has definitely entered most of the Indian house holds.People love trying out new things every day, especially when it comes to trying out other cultured foods and that was how Kellogs entered into Indian markets. I do accept that it has brought about a drastic change in Indians eating habits mainly in urban areas where people are so busy running after their life. They find it easy to prepare and consume. Though there are many people who consume Kellogs there are as much of them who still prefer our usual foods.
    2. The world is fast moving and people are always so busy and they find it difficult to spend their precious time in kitchens. They require food that is easy to make and consume. That was the period when Kellogs came into market. Their way of promotions and quality of their products was the main reason for their success.
    3. As much as there is increase in Kellogs market there are still many areas in India which has not even heard of the product. Many people find it hard to transform from their usual food to this light breakfast. As days go people may change their taste and preferences and Kellogs market may change drastically.

  41. Ananthu Aloshiyas MIB (A) says:

    1.)There is definitely an increase in the consumers of Kellogg’s in the Indian market. But that doesn’t imply that it had made a change to the Indian food habits. It has been successful only in persuading those families wherein both the husband and wife have to go for work and that to among the urban population.
    2.)I think the strategy that has lead to the success of Kellogg’s in the Indian market is that through the ads they could rightly convey that it a great way to start a day which is healthy . Kellogg’s seems to be accepted and taken by those people who are conscious about their health.

    3.)Much of Indians are not able to accept Kellogg’s is lack of variety or taste. People rather tend to prefer those foods which we traditionally consume and are affordable than going for these foods which is not affordable by all on a daily consumption basis.
    I think Kellogg’s is a healthy way to start a day !

  42. I.Balakumaran says:

    1. I think that Kellogg’ didn’t changed the Indian breakfast habits only few family are changed because both the parent working they have no time morning so that only the are preferring Kellogg it time saving and easy to cook.

    2. its easy to cook and time saving and its also little taste.

    3. No idea Sir

  43. Balakumaran MIB(A) says:

    1. I don’t think that Kellogg’s has changed the Indian breakfast habits only few family will eat Kellogg in morning because both parents will be working. it is very easy to cook and time saving so that only they are using Kellogg

    2. reason for Kellogg success is international brand name, first to enter into the market, easy to cook and time saving.

    3. No idea

  44. deepak s (mib-a) says:

    1. I do not think kellogg’s has changed the Indian breakfast habits fully. People who living in rural areas don’t know about kellogg’s and its not available in rural areas. India has its own tastes and habits where they prefer homemade foods rather than packet foods. It had an effect on urban eating habits but as remained there.

    2. Clever brand placement through extensive marketing first mover advantage.

    3. the post does’nt say about the various marketing strategy kelloggs has tried in India

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