Date post: | 30-May-2015 |
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Business |
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TRANSFORMINGINDIAN
BREAKFAST
CHAHIYE HI
CHAHIYE…
TABLE OF CONTENTS• INTRODUCTION TO COMPANY• COMPANY’S SUCCESS STORY.• PRODUCTS.• GLOBAL MARKETS.• INDIAN MARKET.
– INDIAN BREAKFAST v/s KELLOG’S BREAKFAST– TARGET AUDIENCES.– OUTCOME.– CONCLUSION.
INTRODUCTION TO COMPANY• Founded in 1906• Founder William Keith Kellogg• Located at Battle Creek, Michigan, U.S.• Key Personnel:– James Jenness (Chairman)– David Mackay (President, CEO)– John Bryant(CFO)
• Deals in:– Cereals– Cookies– Crackers
COMPANY’S SUCCESS STORY• 1900’s– ENTERED IN BUSINESS– AMERICAN EATING HABBITS– BELIEVED IN COMMUNICATION TO MASSES
• 1910’s– PASTEURIZATION OF MILK– READY-TO-EAT-CEREAL– IMPROVED PACKAGING – OPENED INTERNATIONAL MARKETS (CANADA)
• 1920’s– ENTERED IN ENGLAND AND AUSTRALIA– TARGETED MASS PLACES LIKE HOSPITALS, HOTELS,
RAILWAY PLATFORMS ETC.• 1930’s– THE GREAT DEPRESSION EFFECT– CO-BRANDING WITH RADIO STATION• SINGING LADY- Irene Wicker• HOWIE WING- Adm. Richard E. Byrd
COMPANY’S SUCCESS STORY
• 1940’s– WORLD WAR – II– COMPANY’S EFFORTS DURING WWII
• 1950’s– DEATH OF “W.K. KELLOG”– EVENT OF GOLDEN JUBLIEE– EXPANSION IN MEXICO AND NEWZEALAND
COMPANY’S SUCCESS STORY
• 1960’s– INTRODUCED MORE INNOVATIVE PRODUCTS– “KELLOG’S ALL THE WAY TO MOON.”– ENTERED IN EUROPEAN AND ASIAN MARKETS
• 1970’s– PRODUCT ACCORDING TO MARKET– TAKEOVERS AND ACQUISITIONS– EXPANDED IN SPAIN, GREAT BRITAIN, CENTRAL
AMERICA
COMPANY’S SUCCESS STORY
• 1980’s– IMPROVED PRODUCTIONS STRATEGY – ENTERED IN SOUTH KOREA– SOCIAL LY RESPONSIBLE
• UNITED NEGRO COLLEGE FUND• THE STATUE OF LIBERTY-ELLIS ISLAND RENEWAL ETC.
• 1990’s– INTRODUCED “ON-THE-GO-FOOD”– ERA OF PERFECT COMPETITION– WELCOME TO INDIA
COMPANY’S SUCCESS STORY
• 2000’s– RISE IN MARKET SHARE.– LARGEST ACQUISITION COMPLETED.• KEEBLER FOODS COMPANY ($4.56 BILLION )
– KELLOGG COMPANY CELEBRATED ITS 100TH ANNIVERSARY.
COMPANY’S SUCCESS STORY
PRODUCTS
• Den Bosch – Netherlands• Valls – Spain• Bremen – Germany• Manchester – UK• Wrexham – UK• Battle Creek, Michigan – USA• Seoul – South Korea• Shinjuku, Tokyo – Japan• Bangkok – Thailand• Mumbai – India• Pagewood – Australia• Rosny-sous-Bois – France• London, Ontario – Canada• Querétaro – Mexico• Maracay, Aragua – Venezuela• United Bakers – Russia• São Paulo – Brazil• Swords, Dublin – Ireland
GLOBAL MARKETS
INDIAN MARKET• ALTERNATIVES FOR BREAKFAST– IDLI SAMBHAR – DOSA– PARATHAS– KHA-KHARA– USAL –MISAL PAV– TEA AND COFFEE– HEALTH DRINKS
KELLOG’S ALTERNATIVES
• KELLOG’S CORN FLAKES• KELLOG’S SPECIAL K• KELLOGS CHOCOS• HONEY LOOPS
TARGET AUDIENCES• WHO ARE THE BUYERS?
– PARENTS, OLDER ADULTS
• HOW OFTEN DO THEY PURCHASE?– KIDS CEREAL ARE PURCHASED ROUGHLY 18 TIMES A YEAR
– 10TH FASTEST-MOVING PRODUCT IN THE SUPERMARKET• WHERE DO THEY WANT TO BUY?
– RETAIL CHAINS AND MEDICAL SHOPS RESPONSIBLE FOR 99% OF CEREAL SALES
• WHO ARE THE INFLUENCERS?– KIDS
• WHO CONSUMES THE GOODS? – AGE GROUP OF 8-18 AND 24-38
• WHO ARE KELLOGG’S TARGET MARKET? – KIDS 8-11 YEARS OLD
OUTCOME• Cultural factors and eating habits.• Easy availability of low-priced traditional
breakfast.• Low awareness about processed foods
andcalorie requirements
• Price sensitive customers.
CONCLUSION
• KELLOG’S BUSINESS IN INDIA• PRODUCT PRICING• REACH TO MASSES• LACK OF KNOWLEDGE• MYTHS• JARGON BUSTERS
QUESTIONS !!!