Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010

Academic Year 2022-23

Batch 2022-24
Trimester 1st Trimester
Programme PGDM
(PGDM / PGDM-FS / PGDM-RM)
Name of Course Marketing Management I
Section C
Name of Faculty Dr. Shalini Nath Tripathi

Nature of Submission Project Report

(Assignment / Project Report)
Topic of Assignment / Project STP

Deadline for Submission 27/10/2022

Maximum Marks 20

Sl.No. Name Enrolment

1 Preeti Srivastava (JL22PG141)

2 Rishab Bansal (JL22PG155)

3 Rachit Tambi (JL22PG146)

4 Roshni Banerjee (JL22PG167)

5 Suryansh Rastogi (JL22PG151)

6 Ritika Dhawan (JL22PG160)

Date of receiving at PMC: Signature of PMC Staff:

Penalty [Marks to be deducted (if any)]:
 Introduction

Kellogg’s is the pioneer in

the plant-based food
industry, and today they
offer a wide variety of
people's favorite foods
that contribute to their
overall health.

They're also an
organization that cares deeply about ending childhood hunger, defending the environment,
spreading healthy eating habits, and fostering social justice.

Kellogg is a global food manufacturer and retailer, with a presence in more than 180 nations.
Kellogg's major manufacturing and European headquarters are located in Trafford Park in
Trafford, Greater Manchester, United Kingdom. The corporation also maintains offices in
Chicago, Dublin (European Headquarters), Shanghai, and Querétaro City in addition to its
primary location in Battle Creek. Kellogg's has received royal warrants from both the Queen
and the Prince of Wales.

Kellogg's employs a number of well-known brands to sell their cereal as well as other
convenience foods such as crackers and toaster pastries. Some of these brands include Corn
Flakes, Rice Krispies, Frosted Flakes, Pringles, Eggo, and Cheez-It. In addition to selling
their goods under their own name, Kellogg's also sells them under a variety of other well-
known brand names. The mission statement for Kellogg includes the phrase "Nourishing
families in order for them to flourish and thrive."

Oats: The new found love!

It is believed that oats are the healthiest form of grain there is. In addition to being a whole
grain that does not contain gluten, they are also a fantastic source of essential vitamins,
minerals, fibre, and antioxidants. Oats and oatmeal have been found to improve health in a
variety of ways. The risk of developing cardiovascular disease is decreased, blood sugar
levels are lowered, and weight is lost, among other benefits.

The stress of work, improper eating, and an unpredictable day cycle led to numerous ailments
and the treatment for these diseases was to maintain a healthy calorie intake.

Oats were launched in 2006 in India, Kellogg's, the multinational conglomerate best known
for its cornflakes, also entered the oats market in 2010 with a product it called 'Heart-to-
Heart' oats, which it claimed was designed specifically for the tastes of Indian consumers.
Oats' positive health effects in the face of daily stress were highlighted.
There's a lot of fibre and protein in a serving of Kellogg's Oats, and it's all because they're
made with 100% whole grains. Oats, particularly whole grain oats, are a good source of
sustained energy. Oats have a relatively low amount of salt, and eating a diet low in sodium
has been shown to lower blood pressure.

Kellogg’s offer a variety of vegetarian and vegan ready to cook oat meals in the market, but
there are no varieties available for non-vegetarians. Therefore, we propose to launch five
flavors of the “Kellogg’s Curries of India” in the Indian market.

 Bengali Fish Curry

 Kashmiri Rogan Josh
 Punjabi Butter Chicken
 Tamilian Chicken Chettinad
 Chilli Chicken

The nutritional value of these oats will be very high. Carbohydrates, fibre, protein, and fat
will all be added to them. There are about 379 calories in a 100-gram serving of oats, and
they include significant levels (20% or more of the Daily Value) of several vitamins and
minerals, including the B vitamins thiamine (40%) and pantothenic acid (22%), and the
minerals manganese (173%DV) and phosphorus (59%DV).

Price will vary with the quantity. It will be available in both pocket size and family packs.

Pocket size (40 gm): 25/-

Family Pack:
 500 gm – 170/-
 1 Kg – 230/-

RATIONALE BEHIND THE IDEA:

There has been a rise in the popularity of eating chicken, mutton, and fish in India, therefore
dishes that formerly would have been considered vegetarian are now commonplace on the
table. Among women, the percentage of non-vegetarians in 26 states/UTs grew in the five
years prior to 2021, while among males, the percentage climbed in 25 states/UTs.

West Bengal tops with 98.7% followed by Tamil Nadu (97.8%), Assam (78.6%), Delhi
(62.3%), Uttar Pradesh (55%), Rajasthan (26.8%). (As per data till 2021)

Among Christians, men and women aged 15 to 49 were the most likely to eat meat on a
weekly basis (80% and 78%, respectively). There are more men than women who identify as
Hindu (52.5%), Muslims (79.5%), Sikhs (19.5%), Buddhists (74.1%), Neo-Buddhists (62%),
Jain (14.9%), and Christians (4.3%).

Limited vegetarian options in

oats are making it boring for
people to eat it regularly. The
data from DIU shows that
there is a need gap of flavors
in oats, therefore we believe
that introducing non-veg oats
shall do wonders in the Indian
market.

SEGMENTATION, TARGETING & POSITIONING

The STP procedure illustrates the connections between a market as a whole and a company's
strategy for competing in that market. Positioning is the final step of what is sometimes called
a "process" that begins with market segmentation and continues with the selection of one or
more target markets. The STP process is intended to help businesses create and implement a
successful marketing strategy.

 Markets can be segmented for the purpose of identifying more specific target markets
by dividing the market into subsets with comparable product needs or observable
features.

 Choosing a specific subset of customers to direct a company's marketing efforts at is

known as "targeting," and it occurs when a business deliberately selects a particular
market segment.

 Positioning refers to how a product's target market sees its most salient characteristics
and benefits compared to those of competing products.

SEGMENTATION
Demographic Segmentation: The goal of this sort of market research is to identify distinct
subsets of the population based on shared criteria, such as age, gender, income, and level of
education. To better understand a target market and create effective marketing tactics, it is
helpful to have this data at hand.

AGE

Below 18 yrs 18-45 yrs Above 45 yrs

Infants, children in school and college, who typically engage in poor eating habits and who
enjoy ready-to-eat noodles and other items greatly, are examples of consumers under the age
of 18. These individuals prioritise taste over health. They can choose from a selection of
delectable tastes thanks to Kellogg's recent launch.

Consumers in this age range (18-45) are often dealing with stress, cardiovascular disease, or
other health problems, and as a result, they are looking for high nutrition value together with
flavour to achieve dietary consistency. This demographic consumes the most oats in India
and includes a sizable portion of the country's non-vegetarians.

Ones over the age of 45 may have a high tolerance for oats, but they care less about the
flavour than younger consumers.

Gender

Male Female

According to the NFHS-5 survey, a whopping 83.4% of males and 70.6% of women between
the ages of 18 and 45 are not vegetarians.
Women make up a larger share of the urban vegetarian population than males do. Vegetarians
are more likely to be men than women in rural locations. Women are more likely to be
vegetarian than men are across the board, with the exception of Arunachal Pradesh, Assam,
Meghalaya, Mizoram, Nagaland, Tripura, and West Bengal (with the exception of Delhi,
Jammu & Kashmir and Pondicherry.

Christian Sikh

Muslim Jain

Hindu Religion Buddhist

Christians are the biggest consumers of eggs and meat. Male Christians eat 71.5% eggs and
76% meat, while female Christians eat 65% eggs and 74% meat. The next largest
demographic is Muslim, with 66.5% of men and 73% of women identifying as such. Eighty
percent of India's population identifies as Hindu, and Hindus tend to eat a lot of meat.

INCOME

Poor- Middle class Middle class-Rich

The data indicate that the proportion of vegetarians is higher among the poorest 20 per cent of
the population compared to the richest 20 per cent. The proportion of vegetarians is higher
among the poorest 20 per cent of the population compared to the richest 20 per cent in all the
States/UTs (with the exception of Delhi, Haryana, Jammu & Kashmir, Jharkhand,
Maharashtra, Rajasthan and Uttar Pradesh). People with less income find non-veg eatables as
luxury products and hesitate spending on it.
Psychographic Segmentation: Customers' interests and personalities are at the heart of
psychographic segmentation. A few characteristics of clients that could be considered here
are-
 Personality traits
 Hobbies
 Life goals
 Values
 Beliefs
 Lifestyle
 Taste & Preferences

TASTE & PREFERENCES

Purchase decisions for products are heavily influenced by consumers' personal interests and
tastes.
As a result, there has been a surge in non- vegetarian product manufacturers - interest in
studying and quantifying customers' opinions of these goods, with this realization serving as
a significant driving force behind this trend.

Geographic Segmentation: Geographic segmentation, in which clients are categorized

according to where they live, is typically the simplest to determine. There are numerous ways
to characterize this:
 Country
 Region
 City
 Postal code
 North East
Region
West South

Chicken, mutton, and fish are becoming increasingly mainstream in India, therefore many
recipes that were once vegetarian are now considered standard fare. In the five years before to
2021, the proportion of non-vegetarian women increased in 26 states and territories, while the
proportion of men increased in 25.

The next highest percentage is in West Bengal (98.7%), then Tamil Nadu (97.8%), Assam
(78.6%), Delhi (62.3%), Uttar Pradesh (55.9%), and Rajasthan (26.8%).

Behavioral Segmentation: It is possible that behavioral segmentation is the most helpful of

all for organizations that are involved in e-commerce. Similar to psychographic
segmentation, it takes a little amount of data in order to be fully effective:

 Spending habits
 Purchasing habits
 Browsing habits
 Interactions with the brand
 Loyalty to brand
 TARGETING

You need to have a clear idea of your target demographic before you can move forward with
any kind of marketing effort or promotion. Your audience can be defined and divided into
groups depending on the traits they have in common, and these groups can be defined in
relation to your product offering.

Targeting is the following stage, which you should take after you have categorized your
audience. When you engage in targeting, you choose a segment or segments to which you
will communicate your product offering and message in the expectation that they would
convert. You are able to accomplish this process in a variety of ways because to the existence
of several types of targeting, such as contextual targeting.

There are three different target market strategies you can implement:

 Differentiated marketing
 Concentrated marketing
 Undifferentiated marketing

The data that was analysed and the segmentations that were done based on it led us to the
conclusion that there is a specific set of people that we need to target if we want our new
launch to have the most success possible in terms of branding and sales.

We need to target middle class – rich, 18-45 years old non-vegetarian consumers who
prominently live in Kolkata, Tamil Nadu, Assam and Uttar Pradesh which implies that we
need to follow concentrated targeting strategy.
 POSITIONING

In the field of marketing, "positioning" refers to the process of highlighting the distinctive
qualities that set a brand apart from its rivals. It is the desired perception that a company has
of itself in the minds of consumers in comparison to other brands that are available. You can
more effectively communicate with your ideal customers if you have a better understanding
of positioning methods.

Kellogg’s curries of India will follow Image and Product positioning.

A company's reputation is crucial in the marketing world. Any company's standing in the
market is proportional to the quality of its brand image. However, as time goes on,
competition increases across all markets. It is imperative in this environment that businesses
find ways to set themselves apart from the competition, both in terms of their products and
services and their overall brand image.

A product's differentiating feature(s) are those that help it stand out to potential buyers. It's
the key to rising above the competition and attracting more customers to your product or
service.
 CONCLUSION

In conclusion, this study discussed various segments, targeting and positioning strategies.
Accordingly, Kellogg's new launch will require a marketing plan that centres on the flavours
of Indian cuisine, including non-vegetarian curries, from a variety of regions inside India.

Advertisements can be emotional forgotten flavors from mom’s kitchen. Apart from digital
Ads a customer engagement may also be a good approach, “Share your recipe” “Flavors of
childhood” kind of campaigns are a good approach for the proposed product.