Building Long Term Brand Equity

Through
Sales Promotion Plan

The Dominators
Group9
KELLOGG COMPANY | BARCLAYS CONFERENCE| September 4,
2019
 Roles & Responsibilities

Sumedh Bhagwat - Chief Data Insights

Varun Kaore - Chief Customer Insights

Vivek Shukla – Director ,Sales Development

Akhilesh Uniyal – Director , Trade Development

Gaurav Dev Mishra – Head , E-commerce

Siddhartha Sharma – VP (Marketing)

 Problem Statement

While
Build a To drive
building
Sales accelerated
long term
Promotiona short term
brand
l Plan growth
equity
Trends in Breakfast cereal industry

Sluggish pace CAGR 4.8%

Severely under-penetrated at 0.3 kg

per capita consumption

Growing trend of localized & health

centric products

2
Retailer Feedback

Offtake of flagship variants was 3-4X higher

than new launches

Display allowances being given to only new

launches

Margins are consistent across SKUs though new

launches have additional discounts

New entrant Nestle Nesplus was providing

better terms of trade
4 P’s Of Kellogg’s

• LPU account for 25% of sales • 45% comes

volume from modern
retail

Price Place

Product Promotion

• New product that • Heavy focus

match Indian palate on electronic
& print media
Shopping Profile

Buyer persona:
 Mother of young children
 Frugal in her spending
 Belongs to middle income family
 Defines success as her kids doing well in their life
 Back-To-School Program
Providing a free notebook with the purchase of two
Kellogg’s products

1. To build long-term brand equity

2. Drive incremental sales on newly launched less popular SKUs

To drive shopper engagement and change consumption

behaviour

Build awareness and create affinity for the brand with Modern
Trade (D-Mart’s) Core Shopper
 Project Plan

Review Existing Develop New Sales

Test new sales
Competitor Market Research Sales Promotion Promotion Plan (Feb Final Report
promotion Plan
Analysis (Feb 4) (Feb 10) Plan (Feb 17) 23) (March 10)
(March 1)
THANK YOU