CASE 10

Kellogg’s Cornflakes in India: Finding a Platform that Connects

Mothers know what they want and when; we can’t push our offering to them without giving them a reason they value,” the Head of Marketing at Kellogg’s India clarified. The Kellogg’s cornflakes marketing team was struggling to find an appropriate positioning platform for the brand to increase sales and ensure brand growth. The brand was globally accepted but its journey in India has been bumpy. They had struggled to find a suitable place in consumer’s heart and mind, and again they were rethinking the growth strategy.

BREAKFAST MARKET IN INDIA

The breakfast cereal market in India was pegged at Rs. 12 billion in 2014, an almost 15% growth from Rs. 10.4 billion in 2013, and ...

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