Brands & Branding and Private Labels Case Study

Brand Kellogg's – Moving Beyond Breakfast?

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Abstract:
Kellogg's is the world's leading producer of cereal and convenience foods, which includes cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. In February 2008, the breakfast cereal giant launched 'Special K' across India promoting it as a twice daily meal plan, suggesting that customers use it as a substitute for dinner as well. Special K's unique selling point was that of being a 'shape management' cereal which claimed to help lose up to 6 pounds in two weeks. As Indian consumers were moving towards a health conscious life style, many analysts felt that Kellogg's move was an opportune one. However many critics posed a significant question - can this cereal survive in India; in a market where a typical breakfast is a substantial, hot, cooked meal?

Pedagogical Objectives:

• To analyse the critical success factors in the Indian breakfast food industry.
• To comprehend the need for Kellogg's to diversify into non the breakfast segment.
• To understand the differentiating marketing strategies of Kellogg's for sustaining market leadership.

Keywords : Kellogg's, Breakfast cereal, Breakfast food industry, Innovation, Segmenting, Targeting, Positioning, Product extension strategy, Brand equity, Special-K diet cereal