Case Study Of Maize

Maize is largely used in many state of India for the poultry feed sector which accounts for around 75 per cent of the total consumption of it.

The demand for starches arises largely from the paper, textile, construction and pharmaceutical industries. Food sector is one of the potential sector which is largely untapped due to legal restriction regarding the use of modified starches which results in low rate growing in food sector.

The demand for corn starch is not much high due to lack of knowledge among the people about the uses of starch, result in lack of interest in manufacturing it and also result in exacerbated by high prices.

Due to lack of storage facilities in India results in waste of maize in huge quantity during harvest season.

A major reason for Kellogg 's failure in India was the taste of its products which did not suit Indian breakfast habits.

Another mistake was the positioning of the product done by Kellogg Company. Initially the company’s advertisements and promotions focussed only on the health aspects of the product instead of the fun /health plan that the product stood on in other markets. This positioning strategy had given the brand a “health product” image to the product.

Another reason for failure of the product is premium pricing strategy. Through this strategy Kellogg is able to cater only to the A-Class towns and the most affluent consumers whereas Mohun’s caters to the mass markets. There is many other small-time brands which is selling the products at a prices almost half of that of Kellogg. Due to all this reason Kellogg had fallen into a price trap, because there is a niche market in India for premium

India is supplying maize to neighbouring countries as being near to South East Asian countries and taking the comparative advantage over the American competitors because of low cost of transportation. The U.S., Brazil and Argentina maize gives Indian maize an edge in the South East Asian region due to higher prices and longer transportation time.

Future directions of industry

National institutions, entrepreneurs, and farmers those who want to start small- and medium-scale public and private seed enterprises in developing countries, to full fill demand niches for smallholders can use new tools and methods which are developing and used in multinational ones.

New technologies and management systems should be introduced by the companies to provide a dynamic environment for innovation and growth and to support our food and industrial economy as starch is one of nature’s major renewable resources.

Production of bio-fortified varieties of maize gives market opportunities to the industries. These bio-fortified products will also allow heavy consumers to buy the maize products and in attaining healthy and nutritious diets which will in return benefits to industry and