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Kellogs Final Report

5854 words - 24 pages

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

...view middle of the document...

It had a clear
game plan to position itself on the health platform, highlighting the nutritional values of the
brand.
With respect to our Project report on
“Kellogg’s India”, the overseas company
has seen the picturesque of high tides to
low tides. Our report will explore the
reasons behind the failure of Kellogg and
how it succeeded after its second entry.
Studying the marketing mix adopted after
second entry. The journey from 1994 to
present, 2011 has been full of large scale
Up’s and Down’s. Our project report is dedicated to get the larger insight of all the related
prospects of the firm. Our project will also discuss about the adopted marketing mix of the
Kellogg.
The marketing mix is the set of marketing tools that the firm used to pursue its marketing
objectives in the target market. McCarthy classified these tools into four broad groups that he
called the four P’s of marketing:
Product: It is a tangible good or an intangible service that is mass produced or manufactured on a large
scale with a specific volume of units.

MIB, Delhi School of Economics

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Kellogg's Ride in India

2011

Price: The price is the amount a customer pays for the product. The business may increase or
decrease the price of product if other stores have the same product.
Place: Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the
Internet.
Promotion: Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements: advertising, public relations, personal
selling and sales promotion.
Marketing mix decisions must be made for influencing the trade channels as well as the final
consumers. The four Ps represent the seller’s view of marketing tools available for influencing
buyers. From the buyer’s point of view, each marketing tool is designed to deliver customer a
benefit.

MIB, Delhi School of Economics

Page |4

Kellogg's Ride in India

2011

RESEARCH METHODOLOGY
To find out the insight of any given product, it is necessary to find out the various underlying
factors that are responsible for fostering its growth and for other decisions to be made
regarding the structuring of the product in the future. Here we have divided our research into
two parts:1. SECONDRY RESEARCH•

It is exploratory in nature.
Sources of information are journals, magazines, periodicals and books.
Case studies of various successful brands.

1. PRIMARY RESEARCH•
It is conclusive in nature.

As essentially required, Pilot survey (Simple size of 30) will be done.

The Pilot survey is conducted to find out the Simple size for research and to check the
appropriateness of the questionnaire.
Primary research is divided into two parts,
1. Consumer Research:



Buying behavior of the consumers.
Consumption Patterns of...

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