Kellogs Final Report
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ride in India
A marketing study
Submitted by group no.11
MIB 2011-2013
Master of International Business
Department of Commerce, Delhi School of Economics
Kellogg's Ride in India
2011
Kellogg’s Ride in India
A Marketing Study Report
Submitted in Partial Fulfillment of the Requirements
For the Degree of
Master of International Business
Submitted to:
Dr. S. K. Jain
Dept. of Commerce
Delhi School of Economics
Delhi University
Submitted by :
Akshaya Shah
Himanshu Chauhan
Malvi Goyal
Prapti Aggarwal
Vaibhav Gupta
MIB, Delhi School of Economics
Page |1
Kellogg's Ride in India
2011
CONTENTS
1.
Introduction
2.
Research Methodology
3.
Objectives of The Proposed Study
4.
Firm’s Overview: Kellogg’s
5.
Breaking of Stagnancy-The Foray Story
6.
inception of The Launch of Products
7.
Hurdles in Indian Market as A Novice
8.
The Initial Failure
9.
Steps towards Success
10. Proposition & Positioning by Kellogg
11. The Journey so Far
12. Brand Building-The Advertising
13. Marketing Mix
14. Launch of a New Product : Special - K
15. Distribution Network Of Kellogg’s
16. Data Collection
17. Calculation of The Sample Size By The Help Of The Pilot Survey
18. Chi-Square Test
19. Respondents' Profile
20. Suggestions from Non- Users
21. Suggestions from Users
22. Adverts: Sole Driver for The Awareness of A Brand
23. Insights from Retailers
24. Conclusion
25. Annexure
26. Bibliography
MIB, Delhi School of Economics
Page |2
Kellogg's Ride in India
2011
INTRODUCTION
About all the cycles we talk about, perhaps the most important of them is Nature’s cycle “With
good times there comes the anticipation of bad times”. This is a cycle that goes on and on.
Old habits die hard, especially when it comes to Indian eating habits. When Kellogg India Ltd.
(Kellogg’s), the wholly owned subsidiary of the US$ 7-billion Kellogg Company, entered the
3000- ton cereal...
A marketing study
Submitted by group no.11
MIB 2011-2013
Master of International Business
Department of Commerce, Delhi School of Economics
Kellogg's Ride in India
2011
Kellogg’s Ride in India
A Marketing Study Report
Submitted in Partial Fulfillment of the Requirements
For the Degree of
Master of International Business
Submitted to:
Dr. S. K. Jain
Dept. of Commerce
Delhi School of Economics
Delhi University
Submitted by :
Akshaya Shah
Himanshu Chauhan
Malvi Goyal
Prapti Aggarwal
Vaibhav Gupta
MIB, Delhi School of Economics
Page |1
Kellogg's Ride in India
2011
CONTENTS
1.
Introduction
2.
Research Methodology
3.
Objectives of The Proposed Study
4.
Firm’s Overview: Kellogg’s
5.
Breaking of Stagnancy-The Foray Story
6.
inception of The Launch of Products
7.
Hurdles in Indian Market as A Novice
8.
The Initial Failure
9.
Steps towards Success
10. Proposition & Positioning by Kellogg
11. The Journey so Far
12. Brand Building-The Advertising
13. Marketing Mix
14. Launch of a New Product : Special - K
15. Distribution Network Of Kellogg’s
16. Data Collection
17. Calculation of The Sample Size By The Help Of The Pilot Survey
18. Chi-Square Test
19. Respondents' Profile
20. Suggestions from Non- Users
21. Suggestions from Users
22. Adverts: Sole Driver for The Awareness of A Brand
23. Insights from Retailers
24. Conclusion
25. Annexure
26. Bibliography
MIB, Delhi School of Economics
Page |2
Kellogg's Ride in India
2011
INTRODUCTION
About all the cycles we talk about, perhaps the most important of them is Nature’s cycle “With
good times there comes the anticipation of bad times”. This is a cycle that goes on and on.
Old habits die hard, especially when it comes to Indian eating habits. When Kellogg India Ltd.
(Kellogg’s), the wholly owned subsidiary of the US$ 7-billion Kellogg Company, entered the
3000- ton cereal...