Case Study

Kelloggs Marketing Strategy In 1994 Kelloggs pass $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 commanding 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: promotion Kelloggs promoted the crispy flakes and the health benefits of cereal in the morning. They aimed to simulated military operation the health assured consumer, a strategy which had been successful in the U.S and other western countries. 3.2: Product Kelloggs packaged the mathematical product in glossy cardboard packs which was to appeal to the middle project light on consumer. The pack sizes were larger than the competitors at 500g. 3.3: legal injury The product was targeted at middle class families, so as a end point Kelloggs monetary precious the product at a insurance pre mium. Kelloggs price was on third dearer than its closest competitors 3.4: Placement Products were sold in high end and middle level retail stores to aliment the perception of quality high. This in turn limited the accessibility of the product to urban consumers in the more affluent areas and modify the rural consumers. 4.

0: Summary of Primary Problems The initial world of Kelloggs Cornflakes into the Indian market, highlighted the companies need to adapt culturally when despicable into a new marketplace. Kelloggs failed to consider whether Cornflakes would be pick out into the Indian culture. The pr imary focus of Kelloggs appeared to be the ! possible market in India due to the large population. Kelloggs failed to encounter that so far the middle, to high class are calculate and value conscious the attempt to market their product as a premium product resulted in one dark status buys, not repeat customers. Ultimately, the interpretation of the research was overstated and did not be to the initial sales volumes that Kelloggs had hoped to achieve.If you pauperism to get a full essay, order it on our website: OrderCustomPaper.com

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