Presented by: Ankita Koshatwar(07) Ankita Verma(08) Srishti Arora(71)

OVERVIEW
Worlds leading producer of cereal and one of the leaders in production of convenience food Born in 1894 but officially launched in 1902 in US and in 1994 in India First product was only corn flakes
First company to include nutrition messages, recipes and product information on cereal boxes

Set up its 30th manufacturing facility in India with a total investment of $30million

A FAILED LAUNCH
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REASONS FOR FAILURE

i ll f r There ere lead t fail re f the Kell I dian ar et. Taste Positioning Pricing Distri ution j ri es hi h 's r duct i the

MAJOR STEPS TAKEN TO ACHIEVE SUCCESS

Price reduction Kelloggs increased the retail packs of different sizes to cater the needs of different consumers group Kelloggs repositioned the product as tasty nutritious food products were not positioned in premium categories Indianising the products Free samples in schools and to housewives

KEY FACTORS FOR SUCCESS

Product trategy Mar eting trategy rand Punch line value of Quality oney

RESULTS
Indias biggest player in the Breakfast cereals. They build trust and faith in the Indians towards the brand They have Re-defined healthy breakfast habits in Indians

The Indianisation of the product helped in penetrating the market