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BRAND EXTENSION ANALYSIS
SAKSHI GUPTA
PGP30048
.
• Kellogg brothers established in 1906
• Manufacturing plants in 19 countries
• Sells in 160+ countries
• It has wide range of cereal products:
• Kellogg Corn Flakes
• Rice Krispies
• Special K
• Fruit and Fibre
• Nutri-grain Cereal Bars.
Pgp30048 kellogg's brand extention
KELLOGG’S IN INDIA
History, Evolution and Present
• Entered in India in 1994.
• Products offered in India
:
• corn flakes
• wheat flakes
• basmati rice flakes
Pgp30048 kellogg's brand extention
• Over confidence & ignorance
of cultural aspects.
• Lack of understanding of
Indian consumer behaviour &
habits.
• Premium pricing policy
• Western Product
KELLOGG’S FAILURE IN INDIA
PRODUCT FAMILY
Kellogg’s Musli Chocos
Special K Original
0
5
10
15
2006 2010 2014
Growth in Cornflakes Market
Cornflakes
CAGR 21% CAGR 24%
PRODUCT CATEGORY SIZE
KELLOGG’S: GROWTH PATH
MARKET SHARE
0
20
40
60
80
1995 1998 2000 2010
Market Share in Cornflakes Market
Kellogg's Competitors
Analysis
s
• Introduced new variants from its vast product line of the west, to
make up for the bad performance of the star brand – corn flakes
• Introduced energy bars, biscuits etc
Different offerings
Product
Place
Healthy breakfast Kellogg’s will use the
already established distribution network that
kellogg’s uses for all its products.
Producer Wholesaler Retailer Customer
Promotion
TV: during lifestyle programs and during prime time
Magazines & Newspapers : lifestyle, focusing on women magazines in
particular. Examples include: cosmopolitan, cleo and woman’s day
• Super brands like Kellogg's can charge a premium because of the strength of
the brand and product quality
• They face tough competition from the local manufacturers which offer similar
product at low pricing
• However the quality and variety Kellogg’s offer offsets the other offerings by
different manufacturers.
Price
What’s Your Message?Market Segmentation
Pgp30048 kellogg's brand extention
EXTRA IRON SHAKTI FOR GROWING
CHILDREN
 Focus on protein intake
 Influenced by advertisements
ORIGINAL SUITING EVERYONE
 Health conscious
 Price sensitive/ Value for money
 Quality conscious
SPECIAL K DIET FOR WEIGHT
MANAGEMENT WOMEN
 Women nutritional needs are different
 Result Oriented
 Healthy Requirements
CHOCOS IN DIFFERENT SHAPES FOR
KIDS
 Fascinated by ads
 Taste preferences
ALL BRAN WHEAT FLAKES FOR A FIBER
RICH DIET FOR ADULTS
 Health Conscious
 Less Price sensitive
 Nutritional outlook
COMPETITOR ANALYSIS
Pgp30048 kellogg's brand extention
Pgp30048 kellogg's brand extention
 The price of
Competitor
brands
 The local
belongingness
of competitors
PRODUCT
HASIT
ALL?
POINT OF DIFFERENCE
 Kellogg’s has differentiated itself on the basis of variety it offers
 It has also offered premium quality as differentiated from it’s direct
competitor
 Kellogg’s has different offering catering to different need of different
people in terms of age, character sticks and requirements
Pgp30048 kellogg's brand extention
PERCEPTUALMAP
Pgp30048 kellogg's brand extention
THANK YOU

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