Abstract

The caselet discusses the mistakes Kellogg’s made while entering the Indian market. How the company learnt from its mistakes, modified its strategies, and finally captured the Indian market forms the rest of the caselet. The various adaptations that the company made in its product range, which enabled it to successfully penetrate the Indian market, are also covered.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Kellogg’s failure in India
• Kellogg’s overcoming challenges in India
• Strategies followed to reinvent the company prospects in India
• Test marketing — ensuring success or causing failure
• The importance of customizing products to suit the requirements of loc.

Keywords

Kellogg Company (Kellogg), cereal and convenience foods, promotional strategies, Indian consumers, positioning, pricing, premium class segment, consumer segments, ad campaigns, marketing strategies, new products, sales volumes, brand, Indian tastes and preferences