Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Kellogg's, Reclaiming its Lost Leadership

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Case Title:

Kellogg's: Reclaiming its Lost Leadership

Publication Year : 2004

Authors: Soumitra Das, Sumit Kumar Chaudhuri

Industry: Food, Diary and Agriculture Products


Case Code: MKS0019

Teaching Note: Not Available

Structured Assignment: Not Available

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Kellogg's, an American icon for breakfast cereals, had been facing stagnating growth since the early 1990s. With its focus on selling high volumes, Kellogg's offered high discounts to clear its stocks, which resulted in the reduction of profitability. Further, in 1999, Kellogg's lost its leadership position in breakfast cereals in the US market to General Mills.

Pedagogical Objectives:

  • To discuss the restructuring strategies adopted by Kellogg's under the leadership of its new CEO, Carlos M Gutierrez, to once again become the biggest breakfast cereal maker in the US.

Keywords : Breakfast cereal makers in US; General Mills; Ready-to-eat cereals market in USA; Restructuring at Kellogg's; Lender's Bagels; Country Inn Specialities; Ernie; Restructuring / Turnaround Strategies Case Study; Tony the tiger; Toucan Sam; Kellogg's Special 'K' brand; Branding strategies of Kellogg's; Kellogg's sales by the turn of the century


  • Introduction
  • Introducing Kellogg's
  • The slowdown
  • The restructuring
  • Sustaining its growth in future

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