Global Marketing Term Paper Essay Example | Topics and Well Written Essays - 2500 words

globose Marketing Term Paper - Essay ExampleTherefore, they to a greater extent or less stuck to their pricing levels in US and tried to bring in quality and technology to determine that the product straind better and was more nutritional.The re-entry in case of Kellogg was in terms of price. The war in the middle class consumer products is over the price. Kellogg had to compete with Mohun which has been in the market prior to Kelloggs entry. Mohun and a nonher of the competitors, Champion were both pricing their products at a oftentimes lesser price compared to the one Kellogg did. Kellogg however, was sure of the strategy and continued with the same pricing strategy of macrocosm the premium brand among corn flakes. Though of course, the other dickens offered by Kellogg, the wheat and the rice flakes did not do well in the market and had to be slashed down. On analysis of the first two to three years of Kellogg business in India, it is seen that the company has not spent enou gh efforts in rationality the consumer preference in the market. A large percent of the upper and middle class consumers will not be having their breakfast. In addition to this, most of the people who do take breakfast would like to progress to something that fills the stomach. More likely Indian alternatives like idli and vada dominated the breakfast scene in most houses quite a than any other. The cereal breakfast concept did not just pick up and was viewed mostly as a health issue. Only those people who were either sick or otherwise not rose-cheeked would go for cereal food. Therefore, number of people who would be continuous or regular buyers of corn flakes was worthy lesser. As their study shows only 2% of the buyers were regular buyer which is not what Kellogg wanted to have. Kellogg had launched during its re-entry, the chocos which is corn flakes surface with chocolate. This was a roaring success and the market immediately picked up. Kellogg could corner nearly 57% of the market contribution in the Indian market. In addition to this, Kellogg had other products in the pipe line to suit the taste of the Indian consumer. Indian consumers want their breakfast to be filling, nutritious and less costly. It was not expected to be fun. But when the Chocos was introduced with a fun element to it, it immediately appealed to the kids and it took over the morning breakfast from the noodles and idlis for the children. Kellogg therefore had to ensure that the fun factor in the breakfast cereals continued. In line with this, Kellogg further went ahead and released the biscuits with the same brand, the Chocos and other line of finical corn flakes primarily aimed at the growing Indian breakfast eaters. It had the mazaa in it special flavours exclusively developed for the Indian market. On analysing further the status of the corn flakes market, it could be seen that the company was aiming at improving their continued domination of the market and great power be tter their share. But the market itself if small and has to be increased to ensure that there is adequate growth for the company in real terms. This was taken safeguard of in the third approach that Kellogg had. They planned to educate the people and distributed free samples to the students and the target customers so that they might get converted. In the course of time, the effect could be felt. Kellogg was intent on weaning the people who esurient away the morning and then slowly