Thursday, November 7, 2013

Case Study

Kelloggs Marketing Strategy In 1994 Kelloggs played out $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 unconditional in the U.S. would travel with them making very few changes to their interchange strategy. Kelloggs focused their marketing on the following areas: 3.1: furtherance Kelloggs promoted the crispy flakes and the health benefits of cereal in the morning. They aimed to place the health assured consumer, a strategy which had been successful in the U.S and other western countries. 3.2: Product Kelloggs packaged the ingathering in glossy cardboard packs which was to appeal to the middle upchuck light on consumer. The pack sizes were larger than the competitors at 500g. 3.3: terms The product was targeted at middle class families, so as a end point Kelloggs monetary essentialed the product at a insurance premium. Kelloggs monet ary value was on third dearer than its closest competitors 3.4: Placement Products were sold in high end and middle level retail stores to feeding the perception of quality high. This in turn limited the handiness of the product to urban consumers in the more affluent areas and change the rural consumers. 4.
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0: Summary of Primary Problems The initial grounding of Kelloggs Cornflakes into the Indian market, highlighted the companies need to adapt culturally when pathetic into a new marketplace. Kelloggs failed to consider whether Cornflakes would be select into the Indian culture. The primary fo cus of Kelloggs appeared to be the potentia! l drop market in India due to the large population. Kelloggs failed to run across 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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