Case Study

Kelloggs Marketing Strategy In 1994 Kelloggs exhausted $65 million to launch its main harvest-time Kelloggs Cornflakes in India. Kelloggs entered the merchandise with the belief that the brand equity they had electropositive in the U.S. would travel with them making very few changes to their selling strategy. Kelloggs focused their marketing on the following areas: 3.1: packaging Kelloggs promoted the crispy flakes and the health benefits of cereal in the morning. They aimed to sport the health assured consumer, a strategy which had been successful in the U.S and other western countries. 3.2: Product Kelloggs packaged the harvest-home in glossy cardboard packs which was to appeal to the middle set down light on consumer. The pack sizes were larger than the competitors at 500g. 3.3: terms The product was targeted at middle class families, so as a end point Kelloggs monetary destinyed the product at a insurance premium. Kelloggs bell was on third dearer than its closest competitors 3.4: Placement Products were sold in high end and middle level retail stores to sustentation the perception of quality high. This in turn limited the approachability of the product to urban consumers in the more affluent areas and change the rural consumers. 4.

0: Summary of Primary Problems The initial door of Kelloggs Cornflakes into the Indian market, highlighted the companies need to adapt culturally when moving into a new marketplace. Kelloggs failed to consider whether Cornflakes would be adoptive into the Indian culture. The primary focus of K elloggs appeared to be the electromotive fo! rce market in India due to the large population. Kelloggs failed to take care that so far the middle, to high class are reckon and value conscious the attempt to market their product as a premium product resulted in one take away status buys, not repeat customers. Ultimately, the interpretation of the research was overdraw and did not be to the initial sales volumes that Kelloggs had hoped to achieve.If you want to get a full essay, order it on our website: OrderCustomPaper.com

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