Product and Brand Management
Case Study: Kellogg’s Indian Experience


Submitted by: Sanchit Jain
Roll No. – 95
PGDM-II


Ans 1. Yes, the poor entry stage was responsible for Kellogg’s problems in Indian launch. The main reasons for poor performance are as follows:

1. Product Defects:
a. Indians like to have hot or lukewarm milk unlike their western counterparts. On pouring hot milk, the flakes used to become soggy and did not taste good. So, the primary strength on which Kellogg banked (i.e. crispy flakes was not available)
b. Indians like to add sugar to their milk. However, the sugar did not dissolve well in cold milk. So, having the flakes even with cold milk did not find many customers.
c. The taste of its products did not suit Indian breakfast habits which included milk, biscuits, bread, jam, butter, idlis, paranthas, etc.

2. Positioning mistakes:
a. Advertisements and promotions gave the product a “health product” image instead of its successful......

Join Now to view the rest of this term paper!
Members: Login to view this research paper.

Title: Kellogs
Approximate Word Count: 762
Approximate Pages: 4 (250 words per double-spaced page)

With the Term Papers Lab Membership Pass, you get instant access to every essay on this site, including this essay on Kellogs, for as long as you remain a member.

Other essays sites charge almost $100 for a single term paper. At Term Papers Lab, you can get instant access to over 100,000 research papers for as little as $29.95!