Case Study Of Kellogg's Target Market

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When Kellogg Company entered the 3000- ton Indian cereal market in 1994, it didn’t realized the significance of the adage. It had a clear game plan to position itself on the health platform, highlighting the nutritional values of the brand. But the journey from its start to present, has been full of up’s and down’s. MISTAKES Even with such an immense success, exposure globally and a value that is the well renowned which the company enjoyed in the market, the query that still remains back is the factors which caused Kellogg’s initial failure in Indian market . Let us examine some of them. • Old habits die hard: The Indian consumer has a habit of consuming a traditional breakfast (consists of idli, sambar, puri, milk e.t.c which varies region wise. It is mammoth task to create a fresh demand for the people who are already adjusted to their own traditional eating habits. In addition to this that feeling of fullness which a normal breakfast gives us went against Kellogg’s Corn flake breakfast since it does not give that feeling. This means that the Indian consumers were still hungry even after having a corn flakes as breakfast. • Lack of variety: Indian breakfast is famous for its diversity. There can be variety of Dosas (there is a dabha in Cochin that offers 170 types of Dosas!) or any other types of native breakfast items. Indians are used to this situation and once an item is eaten, he/she will have it only after some time. Demanding us to have the same type of breakfast

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