Kellogg's Cornflakes: Product Failure in the Indian Market

Kellogg’s Cornflakes: Product Failure in the Indian Market |
Portfolio: Market Goods & Services Internationally |
Jezamin Oelfke                                                                                       OEL00034870 |

Contents
1.0: Overview p. 3
2.0: Background p. 4
3.0: Kellogg’s Marketing Strategy p. 4
3.1: Promotion   p. 4
3.2: Product   p. 4
3.3: Price p. 5
3.4: Placement   p. 5
4.0: Summary of Primary Problems p. 5
4.1: Failure to Interpret Research p. 6
4.2: Cultural Factors p. 6
4.3: Product Suitability p. 7
4.4: Failed Pricing Strategy p. 7
5.0: Consumption/Usage Comparison   p. 7
5.1: The United States p. 7
5.2: India p. 8
5.3: Introduction of Cereal as a Breakfast Food p. 8
6.0: Comparison Table p. 9
7.0: Kellogg’s Cornflakes vs. Local Competitors p. 10

8.0: Recommendations p. 10
8.1: Sales Measurement p. 10
8.1.1: Regional Sales p. 10
8.1.2: Sales to Target p. 11
8.1.3: Sales Volumes p. 11
8.1.4: Sales Expenses p. 11
8.1.5: Market Share p. 11
8.2: Return on Investment p. 11
8.3: Pricing p. 12
8.4: Product Line p. 12
8.5: Brand Awareness p. 12
9.0: Monitoring and Evaluation Schedule p. 13
9.1: Measurement Table p. 13
9.2: Measurement Table p. 14

10.0: Conclusion p. 15
References p. 16
Bibliography p. 17-18

1.0: Overview
The Kellogg’s brand was established in 1906 by W.K Kellogg in Michigan U.S. whilst developing a cereal for the patients at a sanatorium that both W.K Kellogg and his brother Dr John Harvey Kellogg were managing. (Kellogg’s, n.d.)   Since its founding the brand has become a leader in the ready-to-eat breakfast cereal market and the brand has been launched worldwide.  
In the 1980’s Kellogg’s was at its peak within the cereal market, holding “40% of the US...