Case Study

Kelloggs Marketing Strategy In 1994 Kelloggs spend $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 despotic in the U.S. would travel with them making very few changes to their marketing strategy. Kelloggs focused their marketing on the following areas: 3.1: advancement Kelloggs promoted the crispy flakes and the health benefits of cereal in the morning. They aimed to place the health assured consumer, a strategy which had been successful in the U.S and other western countries. 3.2: Product Kelloggs packaged the carrefour in glossy cardboard packs which was to appeal to the middle vomit light on consumer. The pack sizes were larger than the competitors at 500g. 3.3: value The product was targeted at middle class families, so as a end point Kelloggs monetary value the product at a insurance premium. Kelloggs damage was on third dearer than its closest competitors 3.4: Placement Products were sold in high end and middle level retail stores to provisions the perception of quality high. This in turn limited the handiness of the product to urban consumers in the more affluent areas and alien the rural consumers. 4.

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

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