Swot Analysis Of Kellogg's

2539 Words11 Pages
Coverpage

INDEX
COMPANY PROFILE

COMPANY PROFILE:
Introduction
Kellogg’s is a multinational food production company headquartered in Michigan, United States that manufactures cereals, snacks and frozen foods. It is spread over 180 countries in North America, Latin & South America, Europe & the Middle East, Africa, Asia, and Oceania.
The company divides its market into six key segments. The core segment is thebreakfast cereals. Other segments include 'Simply Wholesome ' products such as Kashi Muesli, shape Management products such as Special K and 'Inner Health ' lines, brand preferred by children such as Frosties, Chocos, etc.
History
The Kellogg Company was founded in 1898 by W. K. Kellogg and his
…show more content…
In 1915, Kellogg introduced Bran Flakes, the first high-fiber cereal, promptly followed by the introduction of Kellogg’s® All-Bran™.
The Company became the first in the food industry to hire a professional to consult about health food habits. Mary Barber, the dietician started the Kellogg’s Home Economics Department and began defining the roles different foods played in proper diets.
Gradually the company started expanding; thereforecreating an international market and presence became important for the company. Kellogg 's Corn Flakes was first introduced into the UK in 1924. In 1938 a new factory was opened in Trafford Park, Manchester.
Kellogg’s employees produced K-rations for the U.S. armed forces overseas during World War II. The company had the fortune to provide breakfast for the legendary Neil Armstrong, Buzz Aldrin and Michael Collins during their groundbreaking Apollo 11 trip to the Moon in 1969.
The Kellogg 's market share hit an all-time low in 1983. Many industry analysts claimed that the company has already hit its maturity stage. These comments invoked Kellogg chairman William E. LaMotheto approach the demographic of 80 million baby boomers rather than marketing children-oriented
…show more content…
In its previous products, it had mainly targeted kids as consumers but had missed out on women.

It carried out market research and decided of adding on some features to its product which will cater to this new segment who are keen to watch their weight gain.
Its previous products though promoted health as a core feature, they went a step ahead and bought out some changes in the product and upgraded to Kelloggs K.

These kindof variants not only bought growth in the revenue, without a drop in sales of the core cereal product but also added to the list of another product innovation. This in turn has given a great opportunity to roll-out other developments in market which is yet not has been seized by the Kellogg

Sub Brands
Chocos (September 1996) and Frosties(April 1997) in India. Chocos were wheat scoops coated with chocolate, while Frosties had sugar frosting on individual flakes. Launch of the Mazza series in August 1998 - a crunchy, almond-shaped corn breakfast cereal in three local flavors - ‘Mango Elaichi, ' ‘Coconut Kesar ' and ‘Rose. '
Iron Shakti variant was launched in 2000 which offered a new dimension to health with iron

More about Swot Analysis Of Kellogg's

Open Document