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Marketing Managerment Project Paper
Pages 7 (1757 words)
IN INDIA – A COMPLETE TURNAROUND Abstract It is amazing to see that marketing today has transformed from an essential function to almost an art. Marketing today can also be termed as a scientific art. It is combination of beauty of sensitivity and logic of science.
The case cites an example of Kellogg’s in Asia-Pacific region especially in India. This case is a classic example of concerted marketing efforts going haywire to produce reverse results. When a multinational giant organization such as Kellogg’s launches into an unknown region and area it needs to do the homework and establishes itself. The case highlights on the turnaround strategies used by the company to control the damage and survive. Today Kellogg’s is a household name in most Indian families and also the most preferred breakfast cereal, irrespective of that Kellogg’s needs to be alert in the volatile market. In an upcoming and third world market the options available are many for the consumers as the competition keeps offering one product after the other, which eventually widens the choice for the average consumer. Hence to not only to survive, but also sustain profitably, Kellogg’s has to innovate and in product as well marketing strategies. This paper also suggests a few such strategies with its implications and challenges. No organization can capture a market and be complacent, because capturing a market may be a onetime effort but retaining the market with profitability requires new challenges to be taken and met with competence, effort and good marketing. Kellogg’s – The Indian Story We all love breakfast cereals and the crackling sound they make early morning. ...
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