TRANSFORMINGINDIAN

BREAKFAST

CHAHIYE HI

CHAHIYE…

TABLE OF CONTENTS• INTRODUCTION TO COMPANY• COMPANY’S SUCCESS STORY.• PRODUCTS.• GLOBAL MARKETS.• INDIAN MARKET.

– INDIAN BREAKFAST v/s KELLOG’S BREAKFAST– TARGET AUDIENCES.– OUTCOME.– CONCLUSION.

INTRODUCTION TO COMPANY• Founded in 1906• Founder William Keith Kellogg• Located at Battle Creek, Michigan, U.S.• Key Personnel:– James Jenness (Chairman)– David Mackay (President, CEO)– John Bryant(CFO)

• Deals in:– Cereals– Cookies– Crackers

COMPANY’S SUCCESS STORY• 1900’s– ENTERED IN BUSINESS– AMERICAN EATING HABBITS– BELIEVED IN COMMUNICATION TO MASSES

• 1910’s– PASTEURIZATION OF MILK– READY-TO-EAT-CEREAL– IMPROVED PACKAGING – OPENED INTERNATIONAL MARKETS (CANADA)

• 1920’s– ENTERED IN ENGLAND AND AUSTRALIA– TARGETED MASS PLACES LIKE HOSPITALS, HOTELS,

RAILWAY PLATFORMS ETC.• 1930’s– THE GREAT DEPRESSION EFFECT– CO-BRANDING WITH RADIO STATION• SINGING LADY- Irene Wicker• HOWIE WING- Adm. Richard E. Byrd

COMPANY’S SUCCESS STORY

• 1940’s– WORLD WAR – II– COMPANY’S EFFORTS DURING WWII

• 1950’s– DEATH OF “W.K. KELLOG”– EVENT OF GOLDEN JUBLIEE– EXPANSION IN MEXICO AND NEWZEALAND

COMPANY’S SUCCESS STORY

• 1960’s– INTRODUCED MORE INNOVATIVE PRODUCTS– “KELLOG’S ALL THE WAY TO MOON.”– ENTERED IN EUROPEAN AND ASIAN MARKETS

• 1970’s– PRODUCT ACCORDING TO MARKET– TAKEOVERS AND ACQUISITIONS– EXPANDED IN SPAIN, GREAT BRITAIN, CENTRAL

AMERICA

COMPANY’S SUCCESS STORY

• 1980’s– IMPROVED PRODUCTIONS STRATEGY – ENTERED IN SOUTH KOREA– SOCIAL LY RESPONSIBLE

• UNITED NEGRO COLLEGE FUND• THE STATUE OF LIBERTY-ELLIS ISLAND RENEWAL ETC.

• 1990’s– INTRODUCED “ON-THE-GO-FOOD”– ERA OF PERFECT COMPETITION– WELCOME TO INDIA

COMPANY’S SUCCESS STORY

• 2000’s– RISE IN MARKET SHARE.– LARGEST ACQUISITION COMPLETED.• KEEBLER FOODS COMPANY ($4.56 BILLION )

– KELLOGG COMPANY CELEBRATED ITS 100TH ANNIVERSARY.

COMPANY’S SUCCESS STORY

PRODUCTS

• Den Bosch – Netherlands• Valls – Spain• Bremen – Germany• Manchester – UK• Wrexham – UK• Battle Creek, Michigan – USA• Seoul – South Korea• Shinjuku, Tokyo – Japan• Bangkok – Thailand• Mumbai – India• Pagewood – Australia• Rosny-sous-Bois – France• London, Ontario – Canada• Querétaro – Mexico• Maracay, Aragua – Venezuela• United Bakers – Russia• São Paulo – Brazil• Swords, Dublin – Ireland

GLOBAL MARKETS

INDIAN MARKET• ALTERNATIVES FOR BREAKFAST– IDLI SAMBHAR – DOSA– PARATHAS– KHA-KHARA– USAL –MISAL PAV– TEA AND COFFEE– HEALTH DRINKS

KELLOG’S ALTERNATIVES

• KELLOG’S CORN FLAKES• KELLOG’S SPECIAL K• KELLOGS CHOCOS• HONEY LOOPS

TARGET AUDIENCES• WHO ARE THE BUYERS?

– PARENTS, OLDER ADULTS

• HOW OFTEN DO THEY PURCHASE?– KIDS CEREAL ARE PURCHASED ROUGHLY 18 TIMES A YEAR

– 10TH FASTEST-MOVING PRODUCT IN THE SUPERMARKET• WHERE DO THEY WANT TO BUY?

– RETAIL CHAINS AND MEDICAL SHOPS RESPONSIBLE FOR 99% OF CEREAL SALES

• WHO ARE THE INFLUENCERS?– KIDS

• WHO CONSUMES THE GOODS? – AGE GROUP OF 8-18 AND 24-38

• WHO ARE KELLOGG’S TARGET MARKET? – KIDS 8-11 YEARS OLD

OUTCOME• Cultural factors and eating habits.• Easy availability of low-priced traditional

breakfast.• Low awareness about processed foods

andcalorie requirements

• Price sensitive customers.

CONCLUSION

• KELLOG’S BUSINESS IN INDIA• PRODUCT PRICING• REACH TO MASSES• LACK OF KNOWLEDGE• MYTHS• JARGON BUSTERS

QUESTIONS !!!