Kellogg's Desi Strategies*



Mini Case Code : CLIM018
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 03 Pages
Price : Rs. 100

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Key words:

Kellogg Company (Kellogg), cereal and convenience foods, promotional strategies, Indian consumers, positioning, pricing, premium class segment, consumer segments, ad campaigns, marketing strategies, new products, sales volumes, brand, Indian tastes and preferences


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** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The caselet discusses the mistakes Kellogg's made while entering the Indian market. How the company learnt from its mistakes, modified its strategies, and finally captured the Indian market forms the rest of the caselet. The various adaptations that the company made in its product range, which enabled it to successfully penetrate the Indian market, are also covered.


Kellogg's failure in India
Kellogg's overcoming challenges in India
Strategies followed to reinvent the company prospects in India
Test marketing -- ensuring success or causing failure
The importance of customizing products to suit the requirements of local consumers


Kellogg Company (Kellogg), a major in cereal and convenience foods, was established in 1906 in Battle Creek, Michigan. By 2004, its manufacturing units were spread over 19 countries and it marketed its products in more than 160 countries...

Questions for Discussion:

1. What were the factors that were responsible for the failure of Kellogg's products in India in the beginning when it entered the Indian market?

2. What steps did the company take that led to the success of its products later in the Indian market?

Cases on related topics

1. Catch-22 for Kellogg's?
2. Kellogg's Indian Experience