Kellogg's strategy and SWOT analysis with revenue and expenditure.

2. HISTORY
 Kellogg's started with only 44 employees in Battle Creek, Michigan,
in 1906.
 Founder, W.K. Kellogg, had a strong commitment to nutrition,
health and quality.
 Kellogg's has historically been a leader in industry, innovation and
marketing.
 Kellogg's is the world’s leading producer of cereal and a leading
producer of convenience foods, including cookies, crackers, toaster
pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie
foods.
Its products are sold in more than 180 countries worldwide.

3. PRODUCTS

4. VISION
“To enrich and delight the world through
foods and brands that matter.”
MISSION
" Nourishing families so they can flourish
and thrive.

5. OBJECTIVES
 Growth in cereal business
 Global expansion of convenience food’s/snacks
 Sustainable growth
 Be a trusted provider of great tasting, safe and high quality products
to consumers
 Promote corporate responsibility to communities
 Reinforce the idea of healthy lifestyle for population

7. STRATEGY
 Kellogg’s continued to execute a strategy based on fundamental
strengths
 It included
 the expanding family of megabrands,
 strong global opportunities
 product innovations
 people across the globe

8. STRATEGY
Kellogg's is executing their strategy across four
tracks.

9. acquired in may 2012 from
And they stated that

10. MARKETING STRATEGY
THE FOUR
P’s
PRODUCT:
It provides the following benefit: food, health,
healthy lifestyle, sense of sophistication
PRICE:
PROMOTION:
PLACE:
Price per box of about 300gms is around 120 Rs –
170 Rs
The new products launched will have to be
aggressively advertised on a number of media
People in the city and urban areas prefer such
products and hence it should be marketed there
on a large scale.

11. Unique products
Online growth
Effective communication
Strong brand equity
Cost advantage
SWOT ANALYSIS
STRENGTH: WEAKNESS :
Follower in pricing
strategy
Weak management team

12. OPPORTUNITIES : THREATS :
 Takeovers
SWOT ANALYSIS
 Products and services
expansion
 Emerging markets and
expansion abroad
 Lower pricing strategy
Competition
Price wars
product substitution
Cheaper technology

13. MAIN COMPETITORS
GLOBAL
AND MANY
INDIAN
MORE

14. PRICING
Kelloggs
Special K
435gms – Rs.170
Kelloggs
Corn Flakes
300gms – Rs.120
Kelloggs
Chocos
350gms – Rs.156

15. PRICING
Kelloggs
All Bran
425gms – Rs.175
Kelloggs
Muesli nuts
275gms – Rs.134
Kelloggs
Oat bites
350gms – Rs.140

16. KEY SEGMENTS
TASTY START:
SIMPLY WHOLESOME:
SHAPE MANAGEMENT:
KID PREFFERED:
INNER HEALTH:

17. MARKET SEGMENTATION
AGE
GENDER
INCOME
TASTE
Products are marketed
according to the age
groups like children,
teens, adults, senior
THE FOUR
Variables for
market
Men and women have
different tastes and
selection are
citizens
Income can be a barrier
or a boon. Investing in
preferences and
accordingly the
region with high
products are marketed
income group (becoz
Kellogs has been
they prefer
committed to
convenience foods)is
producing
always a boon.
nutritious, high
quality breakfast
meals

18. MARKET RESEARCH
We surveyed 200 people belonging to different age-groups, socio-economic
groups & living in different areas.
Questions Asked
1. Do you have breakfast regularly?
2. Have you tasted Kellogg’s?
3. If yes, Did you like the product used by you?
4. How likely are you to purchase the product?

19. MARKET RESEARCH
Do you have Breakfast?
0 Yes
73
19
8
Rarely
No
Have you tasted Kellogg’s?
0
78
22
Yes No
Did you like the products
used?
80%
Answer
20%
100%
50%
0%
YES NO
How likely are you to
purchase the product?
NOT
LIKEL
Y
VERY
LIKEL
Y
LIKEL
Y
60%
50%
40%
30%
20%
10%
0%
Price

20. REVENUE & EXPENDITURE

21. CONCLUSION
 Healthy food at convenience
 cost effective
 Better standard of living
 Innovation in products and taste
 Excellent Quality
 Value for money