Case Study

Kelloggs Marketing Strategy In 1994 Kelloggs worn-out(a) $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 appointed 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: forward motion Kelloggs promoted the crispy flakes and the health benefits of cereal in the morning. They aimed to engage the health assured consumer, a strategy which had been successful in the U.S and other western countries. 3.2: Product Kelloggs packaged the yield in glossy cardboard packs which was to appeal to the middle moult light on consumer. The pack sizes were larger than the competitors at 500g. 3.3: impairment The product was targeted at middle class families, so as a end point Kelloggs monetary extremityed the product at a insurance premium. Kelloggs wrong w as on third dearer than its closest competitors 3.4: Placement Products were sold in high end and middle level retail stores to nourishment the perception of quality high. This in turn limited the accessibility of the product to urban consumers in the more affluent areas and alienate the rural consumers. 4.

0: Summary of Primary Problems The initial substructure of Kelloggs Cornflakes into the Indian market, highlighted the companies need to adapt culturally when abject into a new marketplace. Kelloggs failed to consider whether Cornflakes would be adopted into the Indian culture. The primary foc us of Kelloggs appeared to be the electromo! tive force market in India due to the large population. Kelloggs failed to record that so far the middle, to high class are figure 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 misinform and did not be to the initial sales volumes that Kelloggs had hoped to achieve.If you want to get a full essay, order it on our website: OrderCustomPaper.com

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