Muesli C: An Oil Free High Nutritional Value Food Product Launching in India

Running Head: Strategic Marketing
KELLOGG’S
Strategic Marketing

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Executive Summary
Kellogg’s being one of the leading cereal manufacturer in the world is on a
mission to change the Indian breakfast habits, the company wants the Indian
population to move from the traditional oil rich food to oil free high nutritional
value food products. The company is launching two products for the first time for
the Indian Audience: Muesli Cereal Cookies with Pressurized fresh fruit juice and
fruit loops cereal burger, both the products are high in nutritional value and
targeted specifically to the Tier 1 cities of India. The largest target audience for
the promotional activity of Kellogg’s are the Women (Decision maker of the
house) and Children (Influencers in the house); the company wants to leverage
the segmented audience to increase the product penetration in Indian Homes.
Kellogg’s has signed two eminent youth Icons of India; P V Sindhu and VIrat Kohli
as the brand ambassadors to mass promote the product and help the company
in achieving the desired numbers. Kellogg’s only goal for the world’s largest
democracy is to focus on developing healthy eating habits to the

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Table of Contents
Introduction........................................................................................................... 3
PESTLE Analysis..................................................................................................... 4
Political............................................................................................................... 4
Economic............................................................................................................ 5
Social.................................................................................................................. 5
Technological..................................................................................................... 6
Legal................................................................................................................... 6
Environmental.................................................................................................... 6
Analysis of the PESTLE model............................................................................. 7
Internal competencies of the firm..........................................................................7
Firm Infrastructure.............................................................................................. 8
Human resource management...........................................................................8
Training.............................................................................................................. 8
Technology Development...................................................................................8
R&D for Products............................................................................................. 8
Procurement....................................................................................................... 9
Inbound logistics................................................................................................. 9
Operations.......................................................................................................... 9
Outbound logistics.............................................................................................. 9
Marketing and Sales........................................................................................... 9
Services.............................................................................................................. 9
HR Culture.......................................................................................................... 9
SMART Objectives............................................................................................. 10
Marketing Plan..................................................................................................... 11
Product............................................................................................................. 11
Segmentation................................................................................................... 11

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Targeting.......................................................................................................... 12
Positioning........................................................................................................ 12
Marketing Mix Analysis........................................................................................ 13
Promotional plan and Marketing Budgets............................................................16
Key Metrics to evaluate the marketing campaign...............................................19
Conclusion........................................................................................................... 20
References........................................................................................................... 21

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Introduction
Kellogg’s company which is also popularly known has Kellogg’s, Kellogg and
Kellogg’s of Battle Creek is a 112 years old American Multinational food
manufacturing company headquartered in Battle Creek, Michigan, United States.
The company was founded by W.K Kellogg’s as a part of experiment he was
doing while preparing Granola, he accidently flaked wheat berry, and kept on
continuing with the experiment until he flaked corn, eventually leading to the
birth of Kellogg’s corn flakes(Faulkner, 2016). The company which is currently
under the leadership of the veteran John Bryant is delivering great quality
breakfast in more than 180 countries, and the company, until today, irrespective
of its size and expansion, flakes the corn in the similar way as W.K Kellogg’s did
way back in 1906.Some of the widely popular product offering of Kellogg’s
include; Cereals, cookies, crackers, toaster pastries, cereal bars, fruit flavoured
snacks, frozen waffles, vegetarian food and fruit loops(Grayson, Waiker & Smith,
2017). Eggo, garden burger, pringles and sunshine biscuits are some of the
prominent brands of Kellogg’s. One of the strongest contributing factor of
success for Kellogg’s has been, its ability to customize the product according to
the market. The company which employees over 50,000 people earned revenue
about 13 Billion USD in the year 2016, since the inception the company is
moving on an upward trajectory in terms of sales figures. Kellogg’s is
undoubtedly the world’s largest cereal company which is developing healthy
breakfast lifestyle amongst people all over the globe (Begum, 2015)
Strategic market planning can be understood as an on-going process through
which company creates marketing strategies and marketing plans and
implements the same in the target market. The strategic marketing process
considers the current position of the company in the market and based on the
research identifies the promotional activities to penetrate the market and then
evaluates and monitors the activity (Veselinova, Miceski & Gogoya, 2016). The
five steps which are crucial for the strategic marketing are: Identifying the

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mission, analysing the situation, setting objectives, developing a marketing
strategy and planning for evaluation (Ching, 2016) The purpose of the report
here is to create a strategic marketing plan for Kellogg’s in the Indian market;
The Company is keen to offer a new product, customized to the taste of Indians,
keeping its brand image intact along with delivering customizable breakfast
choice in India. India, is 2nd largest country, next only to China in terms of
population, changing the habit of traditional Parantha, Samosa, Idli & Dosa
people is hard, Kellogg’s is on a mission to offer Indians alternate product with
more nutritional value(Vomberg, Homburg & Bornemann, 2015)
PESTLE Analysis
PESTLE analysis was developed by Michael Porter and is one of the most
fundamental frameworks used in conducting marketing analysis. Companies all
over the world use the tool to better understand the market force or the
environment in a bid to launch the company in the market or while launching the
product. The PESTLE analysis can be seen as a bird’s eye view of the market
environment from different angles which one uses to keep a track of while
projecting or contemplating an idea. PESTLE mnemonic comprises of 6 forces
which provides comprehensiveness to the marketing environment (Robertson &
Hamilton, 2015)