MARKETING STRATEGY

High brand recall and top of the mind

Perception that the products are not

breakfast cereal brand globally

filling in nature

History of changing food habits globally

High Price compared to competitor

Continuous research to reduce costs

The initial promotions affected the

Different products designed for children

sentiments of Indian housewives

and women

which resulted in decline in sales

S
O

Change in lifestyle of consumers

Competitors like Nestle and Pepsi

Co

Increased consumption of

and private label brands

Scope
for entering
untapped markets
readymade
food

Changing regulations by

in India

Government

Increasing level of disposable income

Price sensitive customers

Health conscious consumers

Low awareness about processed

foods and calorie requirements

PESTEL

Government has food acts and there is Association of Cereal Food

Manufacturers(ACFM) which deal specifically on cereal issues
Increasing disposable income and GDP growth
FMCG sector is expected to grow at a CAGR of 12% to reach
market size of $104 Billion in 2020

Introducing the concept of cereals at breakfast as it is new in

Indian concept
Increase in the number of health conscious consumers
With other major players like Nestle competing, its extremely
important to make use of technological advances in supply chain
and production process
To reduce energy use, GHG emissions and water use
Other environmental concerns like waste sent to landfill
Regulatory norms have to standardized across the country
Lack of strict action against counterfeit goods