Abstract

Kellogg, the wholly owned Indian subsidiary of the U.S based Kellogg company, entered the Indian market in September 1994 with an initial offering of cornflakes, wheat flakes and Basmati rice flakes. But its products failed in the Indian market. The caselet examines the reasons behind the failure of the company’s marketing strategy. The caselet discusses the changes made to the product and its positioning that helped Kellogg in improving its sales and market share in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Positioning strategies of FMCG companies
• Design and implementation of global marketing strategy
• and Need for understanding consumer behavior.

Keywords

Kellogg, Cereals, Convenience Foods, Middle-class Indian Family, Indian Breakfast Habits, Health Platform, 'Fun-and-Taste' Positioning, Frosties, Chocos, Mazza Series, Breakfast Cereal Market, Consumer Patterns