Q2 TWINKLE

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Kendriya Vidyalaya, Pragati Vihar *

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101

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Marketing

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Nov 24, 2024

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Q2) INTRODUCTION Kellogg’s India is a subsidiary of the global cereal giant Kellogg Company, which entered the Indian market in 1994 with its flagship product, corn flakes. However, the initial launch of Kellogg’s corn flakes was not successful, as the company faced several challenges in adapting to the Indian consumer preferences, habits, and culture. In this essay, I will briefly explain the changes that Kellogg’s India conducted towards aligning elements of its strategy to win the Indian market. CONCEPT AND APPLICATION Some of the changes that Kellogg’s India conducted towards aligning elements of its strategy to win the Indian market are: • It modified its product offerings to suit the Indian palate and lifestyle, by introducing new variants of corn flakes, such as masala, honey, and banana, and launching new products, such as oats, muesli, and granola bars. • It reduced the prices of its products, and offered smaller pack sizes, to make them more affordable and accessible to the mass market. • It enhanced its distribution and marketing channels, by expanding its network to the smaller towns and cities, and increasing its presence in the modern trade and e-commerce platforms. • It invested in creating awareness and education about the benefits of breakfast cereals, and the importance of a balanced diet, among the consumers, by launching various campaigns that communicated the value proposition and the emotional appeal of its products. • One of the major changes that Kellogg’s India made was to modify its product offerings to suit the Indian palate and lifestyle. The company realized that the Indian consumers were not used to eating cold and bland cereals with milk, and preferred hot and spicy breakfasts. Moreover, the Indian consumers were price-sensitive and health-conscious, and looked for value-for- money and nutritional benefits in their food choices. Therefore, Kellogg’s India introduced new variants of corn flakes, such as masala, honey, and banana, that catered to the local tastes and preferences. The company also launched new products, such as oats, muesli, and granola bars, that offered more variety, convenience, and health benefits to the

consumers. The company also reduced the prices of its products, and offered smaller pack sizes, to make them more affordable and accessible to the mass market. • Another change that Kellogg’s India made was to enhance its distribution and marketing channels to reach out to more consumers across the country. The company expanded its distribution network from the urban metros to the smaller towns and cities, and increased its presence in the modern trade and e-commerce platforms. The company also invested in creating awareness and education about the benefits of breakfast cereals, and the importance of a balanced diet, among the consumers. The company launched various campaigns, such as “Breakfast Se Badkar”, “Shuruaat Sirf Kellogg’s Se”, and “Kellogg’s Wale Guptaji Ka Nashta”, that communicated the value proposition and the emotional appeal of its products, and targeted different segments of consumers, such as mothers, children, and young professionals. These changes helped Kellogg’s India to overcome its initial challenges, and to establish itself as a leading player in the breakfast cereals category in India. The company reported a double-digit growth in its sales and market share in the past few years, and claimed to have reached over 20 million households in India. The company also said that it aims to double its business in the next four-five years, by focusing on innovation, penetration, and premiumization of its products CONCLUSION In conclusion, Kellogg’s India is an example of how a global company can adapt and succeed in a diverse and dynamic market like India, by aligning its strategy with the local consumer needs, preferences, and culture. The company made significant changes in its product, price, place, and promotion strategies, to cater to the Indian market, and to create a strong brand image and loyalty among the consumers. The company also leveraged its global expertise and resources, to offer high- quality and differentiated products, that added value and convenience to the consumers’ lives.

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