Marketing Final Paper: Analysis of Kellogg’s Strengths in Business

The strengths of a company represent the positive aspects of a business that puts them above their competitors. They are internal factors that the business can control, which involves strategies that help them progress as a business. For Kellogg’s, this includes their strong consumer base. According to expendedramblings.com, Kellogg’s accounted for 20% of Walmart’s total sales in 2019 (Smith…, 2019). This is a huge revenue, considering how many products Walmart carries and distributes. Another strength the company has are their effective marketing campaigns. The most recent campaign that the company has produced is the “Believe in the Brand” campaign. This campaign essentially sponsors athletes and influencers for them to promote them and talk about their products in a positive aspect so more consumers buy their products (Joseph…, 2019). Majority of these sponsors occur on social media and sponsors mostly influencers who are in the Olympics or even motor racing. The brand also tries to promote sustainability. On their website they state how their very first cereal box was made out of 100% recycled material, showing that from the beginning the environment has been a priority for them (Environmental…, 2019). Kellogg’s cereal boxes are almost all made out of 100% recycled material and work with local farmers to support their brand. Kellogg’s is also trying to use less water, cut their greenhouse gas emissions, and cut their energy consumption. Lastly, they implement global marketing and manufacturing. Kellogg’s brand is now located in 180 different countries (Ladd, 2019). The brand started in a tiny town and has expanded into a huge global market all around the globe.

The weaknesses are also an internal factor that also can be controlled, but they set the company back and keep them from reaching their full potential. The first factor that is a weakness for Kellogg’s is that they are known mostly for breakfast cereals. This is not a great contributor for the company, considering that breakfast cereals are usually unhealthy, high in sugar, and highly processed. Next, although the company has reached over 180 different companies in the world, the majority of their products are bought and sold in the United States. According to Statista.com, 60% of Kellogg’s sales in 2018 were in the United States (Net sales…, 2019). The rest of the total sales were made by the smaller 180 countries that Kellogg’s is located in. Finally, their research and development centers are limited within certain regions. This is most likely the main contributor why most sales are within the states. The brand is limited to which countries they are able to develop and grow into, limiting the brands profits.

Opportunities are the external factors that companies can use to grow and profit on to move into a more successful business. Kellogg’s largest opportunity they can attempt to do is grow into emerging markets. These emerging markets could be ones such as online purchasing and distributing of products using methods such as shipt or amazon, so the customers would not have to leave their homes to purchase items that they need or want. According to Statista, $17.5 billion are contributed to online food sales in 2018 (Duncan, 2019). Another method Kellogg’s could use to grow is to expand their product development. Kellogg’s could do this by expanding into the vegan, gluten free, or sugar free markets. Markets such as these may be taking customers away from the brand because they are attempting to sustain a healthier more sustainable lifestyle. Lastly, people of all ages eat PopTarts. This gives Kellogg’s a huge opportunity because they are able to create a delicious snack for all ages and demographics of people from elementary students, on-the-go parents, and busy college students getting from class to class.

The threats of a company represent the external factors that are detrimental to the growth of a company. Kellogg’s threats begin with their intense competition in the snack foods area. One of their biggest competitors is General Mills because they are another huge company that sells ready-to-eat cereals and breakfast foods. Next, people’s perceptions about these overly processed foods are changing dramatically. More and more people are attempting to switch to a healthier lifestyle that excludes highly processed foods such as cereals, granola bars, and ready-to-go snacks. The sales of processed foods have been decreasing for years, due to healthier living. Lastly, a large threat of the company is the government regulation. These government regulations limit the amount and certain food additives that could be added to their foods to increase their desirability and sales (Kellogg…, 2019). Unfortunately, these additives could also be detrimental to an individual’s health and well-being.

Kellogg faces many direct and indirect competitors including both well known and local brands. Kellogg’s biggest competitor is General Mills, primarily in their large array of cereals. However, the main direct competitors for Kellogg’s Pop-Tarts are local and generic brands that make similar products, the most well known being Great Value sold in Walmart stores. These brands are often cheaper than the Kellogg brand, but have a lower quality of ingredients and have fewer flavor options. Some indirect competitors to Pop-Tarts are other on-the-go breakfast options. The most well known would be any of the Belvita breakfast options. These products are more expensive than Pop-Tarts but are considered to be a healthier option. However, this is not a concern given that Pop-Tart’s main target market would not be as concerned with healthy options, but are more concerned with flavor.

Kellogg’s Pop-Tart’s main target demographics include a wide range of individuals. Mainly, Pop-Tarts are focused towards anyone with a busy life that requires a quick and easy meal. Typically this includes kids/teens (age 8-19), the parents of kids and teens, and especially college students (18-25). However, Pop-Tarts do not limit who would most likely be interested in the product by providing a wide range of flavors and being available in a wide range of locations (gas stations, vending machines, etc.).

Throughout their rich and proud history, Kellogg’s have made significant strides towards a more diverse inclusion of women, people of color, lesbians, gays, bisexual, transgender individuals, people with disabilities, veterans, and other demographic groups. Their goal is to reflect the diversity of consumers throughout their company. Incorporated in 1906 by W.K Kellogg, Kellogg’s initially started the business with breakfast cereals i.e. ready to eat cereals but over the period of time it ventured out to the products beyond breakfast. Today its product portfolio includes convenience foods such as snacks, biscuits, waffles, pastries, cookies, and crackers.

“Kellogg’s” brand name is famous globally but the company has its brand portfolio consisting of brands such as Murray, Austin, Famous Amos, Cheez-it and Keebler. Kellogg’s uses a mix of demographic, geographic and psychographic segmentation to market its 1600 products in around 180 countries around the world. . A box of frosted flakes is around $2.40 and a family size about $2.80 depending on location. Therefore, Kellogg’s doesn’t have a specific income branch and keeps a lower price for their products so any family income will be able to buy from Kellogg’s. Coming onto Kelloggs demographics their products are seen as gender neutral as there are no specifications of who can purchase these products or who they are meant for. When it comes down to targeting a certain age group for their products each one has its own specified age. For example, Kellogg’s Frosties are targeted to children whereas it’s crunchy and nut cornflakes are targeted to the adults. Both the goods products which are marketed to the two different sets of people and both have same needs and traits as well as wants. Kellogg’s has also targeted some of its goods to older people by giving impression of very healthy food just before starting the day so that they feel energetic and healthy. Overall whether its young age to senior citizens Kellogg’s has a product no matter what age someone is. Kellogg’s has maintained a proper image of very healthy as well as nutritious food makers in the market and thus its entire target market even incorporates all the people that are very health conscious. Also, consumers want a better way to help maintain their health and weight and Kellogg’s nutritional products help them get there. To make sure that this image is properly maintained in market, Kellogg’s also has started demonstrating its ingredients as well as nutritional values upon their goods they are packaging. Now based on certain lifestyles Kellogg’s is for those who are generally busy and have to get out of the door early in the morning. So a good reason Kellogg’s is targeted at kids and you adults is because of their usual busy morning schedule of school or rushing to work. Differentiating targeting strategy is used by Kellogg to make its products available across different channels. The world’s largest cereal company uses product/ benefit-based positioning strategies to highlight the benefits of their products to the customers. Customers of Kellogg’s consists of B2C and B2B. Mainly people from urban or metro regions are the major customer segments which are targeted by Kellogg’s. Also even though Kellogg’s is a name brand they aren’t out of reach even for low income households.

Some other important considerations include the legal regulations put forth by the Food and Drug Administration (FDA). The FDA provides standards for food products from the source of ingredients to the production process and distribution. The FDA requires that all food products be marked with an expiration date in order to protect consumers from purchasing spoiled products that may cause them to become ill. It is also important to consider how the economic state would affect the level of consumption of Pop-Tarts. A low economic state may cause consumers to opt for cheaper generic brands, however, the quality of Pop-Tarts may also deter consumers from purchasing other products as well.

Technology may also be able to play an important role in the distribution and production of Pop-Tarts. The increased use of the internet allows consumers to purchase products from the comfort of their home and have them delivered. Services like Shipt and Amazon’s Subscription options allow consumers to have products whenever they need them. Technology could also help to improve the production process by not only making it faster, but also making it more environmentally friendly.

Overall, the environment surrounding Kellogg’s Pop-Tarts is ideal for introducing a new product. With many competitors, direct and indirect, Pop-Tarts are still able to hold the majority of the market. Kellogg’s continues to abide by FDA regulations in their processes and therefore is not at risk for any fines or legal action. Now is the perfect time to introduce the Banana Pudding flavor, especially with the holidays approaching.

What is a product? A product is the item offered for sale. These products can be either a service or an item. In our project our product is a Banana Pudding flavored pop tart. With dozens of different flavors of pop tarts, seasonal, and limited edition ones we think we have found the best in the “Banana Pudding“ flavor. A pop tart is a toaster pastry that has a sugary filling sealed inside with two thin layers of rectangular pastry crust.

Our Banana Pudding pop tart will consist of a pudding type filling and will also have a Banana Pudding frosting on top of the thin crust. Our pop tart is going to be 5 inches in length and 3 inches from side to side.

Pop-Tarts come in packages of 8, 12, and 16 count per box. Our pop tarts will stay the same price as the other flavors, based on this pricing scale, 8 ct. Box for $1.99, 12 ct. Box for $2.99, 16 ct. Box for $3.68. Pop tarts are a very convenient and a relatively cheap food that can be eaten at any time of the day. They are easy to take on the go and don’t require any time to prepare. Pop-Tarts are a very good food for all different ages. Our pop tarts will be sold in pairs inside a foil like packaging that does not require any refrigeration.

There are many different ways that you can promote a product. The best ways for us to promote the pop tart will be via Television Commercials, many ads are placed in magazines, newspapers, the internet uses the distribution through schools, billboards, and Coupons to offer customers a way to save money. The main way that we will use our promotion is by television commercials that will attract the attention of many young kids. In the TV ad we will be having a family demonstrating the morning routine by the parents feeding their kids pop tarts before heading off to school and work. The reason for us wanting to push our attention towards kids, is because it is a very easy breakfast food for parents to give their kids when on the go.

Magazines can be a cheap and easy way to promote our product. Putting the picture of what our pop tart will look like and where we will be selling them will attract the attention of many individuals. Magazines are a good way to promote your product because magazines can be in doctors offices, grocery stores, and convenience stores. Newspapers are just like magazines, they will be an easy way for us to get our product out to the world. With many individuals being on their phones and on the internet we could easily get our product out.

Selling pop tarts in schools is an easy and cheap way for us to have a successful product. Kids are always looking for a quick and easy breakfast or a snack and that’s what you are getting when you buy a pop tart. With selling the pop tarts in any school there really is no work that has to go into selling the product, so it will also be a very cost efficient way to sell our product.

Wouldn’t you love to save money on food? Well here you go. Coupons, the thing in this world that pretty much love and use almost everyday. We will be posting coupons for the Banana Pudding pop tart on the internet and also will be putting them around the stores so that it catches the eyes of the customers walking around the store. The coupons that we will be offering around the store is 25 cents off every box of the Banana Pudding pop tart that you buy.

Point of Difference

The primary point of difference for the Kellogg’s Banana Pudding Pop-Tart will be the strong lack of banana-flavored breakfast products, specifically banana pudding products. It has been proven that people do not think that banana-flavored products actually taste like banana and that they desire a product with a more real banana flavor (Insert our one citation we used in the presentation here please). Adding a banana pudding element to our Pop-Tart will allow for customers to enjoy a product that tastes more like real bananas, but also taste more enjoyable than a regular banana product because it has the banana pudding element. By using banana pudding as our flavor and not just banana we will entice more people to sample our product because it sounds better than “Banana Pop-Tart.” Our product will also serve as an on-the-go type of breakfast, allowing for customers to take their Pop-Tart with them as they leave and not having to eat it in their home before they leave for the day. By implementing the Banana Pudding Pop-Tart we will be adding a product that people have desired a better taste for, and they will taste better than the other banana products because of the banana pudding element.

Another major point of difference for the Banana Pudding Pop-Tart is the fact that Kellogg’s has never had a product very similar to this one. The only other banana-flavored products Kellogg’s has made are Banana Cream Frosted Flakes and a Chocolate Banana Split Pop-Tart. The Chocolate Banana Split Pop-Tart has many different elements to it as a banana split would and appears as more of a treat than an on-the-go breakfast. The Banana Cream Frosted Flakes did taste like actual banana cream, but it also does not give people the ability to take their breakfast with them as they go like many people enjoy doing. Implementing the Banana Pudding Pop-Tart will allow for those Banana Cream Frosted Flakes lovers to have an again improved flavor, and take their breakfast with them on-the-go. Once the Banana Cream Pop-Tart begins to be sold it will be Kellogg’s first product of its kind and banana lovers across the globe will want to get their hands on it.

Positioning

Pop-Tarts are seen by customers as a food that can be eaten at any time of the day, but they are more so seen as a breakfast food. Since bananas go well with breakfast, Kellogg’s customer base will see this product as an on-the-go breakfast that is a healthier replacement to many other Pop-Tart that are already being sold in the market. If the customers compared it with another Pop-Tart they would probably choose Brown Sugar Cinnamon as it is also a classic breakfast Pop-Tart. As well as being a healthier option, banana lovers will see this product as one they have been waiting a long time for because there are not a lot of accurate banana flavored products being sold. Parents could also see this Pop-Tart as a way to get their child to enjoy somewhat healthier breakfast foods. Many children prefer the chocolatey fudge flavors or even the chocolate banana split. By implementing a banana pudding flavor children could still think they are eating a “treat” as it is pudding flavored, but in reality, it’s more similar to the Brown Sugar Cinnamon Pop-Tart in the way that it tastes great, but is not as unhealthy as other Pop-Tarts. Overall, the Banana Pudding Pop-Tart will be seen as a healthier replacement to other Pop-Tarts and one that can be eaten at any time of the day, but will probably go best near breakfast-time. All ages would see this as a potential new food to try, but since Pop-Tarts are liked more amongst the younger generations the appeal could be higher to them as well.

Study on Market Potential with Special Reference to Kellogg’s

Introduction

1.1 About the topic/title

The topic given by the industry is To Study on Market Potential with Special Reference to Kellogg’s. Summer Internship Programme (SIP) is envisaged as a unique programme for talented college students across the country to get a real-time exposure in organization and to understand the customer behavior in preferring the products. The programme is designed to provide opportunity to students to interact with purchase manager/admin of the hotels/IT fields and to understand their shopping experience and as a result broaden their own learning on sales.

1.2 Objectives of the study

  • Survey regarding the performance of Kellogg’s products in Institutions
  • Placing of Kellogg’s products in IT fields by collecting and providing details of new customers
  • Convert the new customers as regular customers for Kellogg’s products

1.3 Nature and scope of the project

The research helps to understand the customer experience in preferring the Kellogg’s product and their level of satisfaction towards the product. It also helps me to create awareness about particular product of Kellogg’s where customers are not even aware of the product. By collecting details from IT fields and based on employees count, it helps to place the Kellogg’s product in their cafeteria.

1.4 About the project

The project was undertaken from April 22 to June 17 for 8 weeks. The first task assigned was to compare the Kellogg’s product with other competitors brand products by weight and price by visiting to super markets in and around Bangalore.

By visting to super market the major key learning are, the major competitors of Kellogg’s are Bagrey, Soulful, Quaker for Oats and Nestle. The prices of particular Kellogg’s product are high while comparing to other brand products. Moreover competitors other than Kellogg’s are offering as combo pack with discounted price.

The second task assigned was to take a survey regarding the performance of Kellogg’s product. From the survey taken from the existing customers, I understood that the performance of Kellogg’s product were good. In Likert scale format they had given 4 ratings out of 5 which signifies that the performance is good. Most of the customers are preferring to buy chocos, choco fills, corn flakes and wheat flakes. The customers are preferring to buy oats from Quaker because it had brand name for it. Kellogg’s products were preferred over other brands by many customers because of its good brand name. However, very few customers made a compliant regarding that the prices are too high.

The third task assigned was to collect the details of admin/cafeteria in charge and also the employees count in IT fields in and around Bangalore. From the data collected I conclude that most of the companies are having vendors and only limited number of employee are available. Some of them asked to send product variants and price list by mail.

Chapter 2. Industry analysis

2.1 History of the Company

The Kellogg’s company is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. In 1906, Will Keith Kellogg opened the “Battle Creek Toasted Corn Flake Company” with 44 employees. In 1914, Kellogg’s Corn Flakes was introduced in Canada. Later the Kellogg company spread all over the world and today Kellogg’s breakfast is available in over 180 countries around the world. In 1915, Kellogg introduced Bran Flakes, the first high fiber cereal followed by the introduction of Kellogg’s All Bran. In 1922, company is incorporated as the “Kellogg Company”. In 1930, Kellogg became one of the first companies to proudly display our cereal recipes and nutritional information on the boxes so it helps the consumers to knew exactly what they were eating. In 1994, Kellogg’s made landmark in India and presently it has been functioning more than 25 years. In 2006, the Kellogg’s company celebrated 100- year commitment to nutrition, health and quality. Due to its 100-year celebration they introduced Kellogg’s Special K Bars. In 2014, Pringles came to Kellogg’s before it was took over by PNG. The major products of Kellogg’s are cereals, cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, vegetarian foods. The subsidiaries of Kellogg’s are Kashi, Keebler Company, Bear Naked, and Rxbar.

2.2 Vision of the Company

To enrich and delight the world through foods and brands that matter

2.3 Mission of the Company

Our mission is to nourish families so they can flourish and thrive

2.4 Values of the Company

  • Integrity
  • Accountability
  • Passion
  • Humility
  • Simplicity
  • Results

2.5 Financial Status

The total net sales for the past 5 years is constantly growing and decreasing. The total net sale for the budgetary year 2018 is 13.5 billion (in dollars). The operating profit for the year 2018 is $1706. The total asset of the company for the past five years is constantly increasing. The total asset for the year 2018 is 17780 (in dollars). The company equity for the year 2018 is 2601 (in dollars). The Kellogg’s company has around 60% market share in breakfast cereal products whereas Pringles had 80% of market share. Kellogg’s revenue is ranked 3rd among its top 10 competitors. Over the last four quarters, Kellogg’s revenue has grown by 4.8%.

2.6 SWOT Analysis of the Company

Strengths

  • Product of Kellogg’s are manufactured in 18 countries and marketed in more than 180 countries
  • Great marketing initiative through various campaigns
  • Has a man power of over 30000 employees
  • Kellogg’s has a high brand recall and Top of Mind Awareness (TOMA) about breakfast cereal brand globally
  • Healthy food for all ages of people

Weakness

  • Prices of Pringles are very high because of imported goods
  • Kellogg’s choco bars are not available in India

Opportunities

  • Kellogg’s can diversify into other health snacks or in different departments like chocolate fields
  • Tie-up with hospital canteens can boost the sales of Kellogg’s product. Moreover it is a healthy product, patients also easily prefer the product

Threats

  • Increasing competition in readymade breakfast segment can reduce the business of Kellogg’s

2.7 STP of the Company

Segment

  • Food – cereal breakfast

Target

  • Family and children looking for healthy and tasty breakfast

Positioning

  • Quality, Trust, and good brand

2.8 USP of the Company

  • Parent Company
  • Kellogg’s
  • Category
  • Food Processing
  • Sector
  • Food – Cereal Breakfast
  • Tagline/ Slogan
  • Bring out best to you
  • USP

Kellogg’s is the first company to enter into readymade cereal breakfast segment

2.9 Product Portfolio & Competitors

Product Portfolio

  • Chocos
  • Chocos Moon & Stars
  • Chocos Duet
  • Chocos Ragi
  • Chocos Crunchy Bites
  • Chocos Shapes (Laddoo)
  • Chocos Fills
  • Corn Flakes (Original)
  • Rose Badam Corn Flakes
  • Kesar Badam Corn Flakes
  • Thandai Badam Corn Flakes
  • Corn Flakes with Real Almond & Honey
  • Corn Flakes with Real Honey
  • Corn Flakes with Real Strawberry Puree
  • Muesli Nuts Delight
  • Muesli Crunchy Fruit and Nut
  • Muesli Fruit Magic
  • Muesli No Added Sugar
  • Granola
  • Granola Almonds & Cranberries
  • Special K
  • Special K Multigrain & Honey
  • Special K Protein & Fibre
  • All Bran Wheat Flakes
  • Oats
  • Pringles (Any Varient)
  • Pringles Speciality

Competitors

  • General Mills
  • Mondelez International
  • Kraft Heinz
  • J M Smucker
  • Ingredion
  • Quaker Oats Company
  • Nestle
  • Conagra Foods
  • Tyson Foods
  • Britannia
  • Bagrey (Bangalore)
  • Soulful (Bangalore)

Chapter 3. Review of literatur

Customer Satisfaction

Customer satisfaction plays a major role for the company to build the sales and value of the brand. Generally customer satisfaction differs from people to people. Such type of satisfaction is ensured by satisfying the customers with their preference of goods and services. For this purpose they had to identify customer attitude towards different product and satisfy with their needs and comforts. (P.Pednekar, 2015).

This article mentions that every employee must understand customer expectations and provide a positive purchasing experience. SERVQUAL methodological approach and five dimensional model of Assurance, Reliability, Tangibility, Empathy and Responsiveness was applied to measure the customer satisfaction with the service quality of a product. (Rita, 2019).

The main objective of this paper is to contribute to the research by studying the models which have linkages between customer satisfaction, product quality and customer loyalty. From this the author had found that, product quality has positive impact on customer satisfaction and customer loyalty (Priyanka, 2018).

The role of trust is very important in developing and maintaining a good relationship between the customer and product. The author mentions that customer relationship is generally based on trust (Vikas, 2018).

Brand Image

The paper investigates the effect of brand image on purchase intention of the customers. Further, the study also shows that image is a moderator in the relationship between brand image and purchase intention (Zahid, 2017).

The author mentions that the purpose of this study is to explore the influence of brand extension, brand awareness, brand familiarity and customer attitude on brand image with regard to a specific product. Moreover the author finds that the variables brand extension, brand awareness, brand familiarity, and customer attitude contribute to the parent image (Le Tan, 2019).

The objective of this article is to investigate the relationships between brand image, brand personality and brand loyalty. The author found that there is significant relationship between brand image and brand loyalty and not with brand personality and loyalty (Hasnizam, 2017).

Customer Preference

This paper intends to study the preferences of customers when purchasing a product. The author conclude that the customer preference is generally based on the various attributes like type of company, product features, trust and other valued service. This study provides a holistic view of what customers expect from the industry and what the industry is prepared to provide (Biswajit, 2018).

This study investigates that in a product conceptualization customer preference plays a crucial role. This study aims at establishing an effective measure for evaluating demographic customer characteristic and detecting demographic customer difference in product conceptualization (Chun – Hsien, 2007).

Lead Generation

The article provides information on how to use effective techniques utilized by marketers today to increase the leads and generate revenues. The author also suggest from where to collect the source of leads and how to convert it (Keith, 2018).

The author insists how to generate the leads from the source available. He mention that social networking applications like Facebook, Linked In, Instagram etc can generate leads (Brett, 2017).

Chapter 4. Research methodology

4.1 Research design

Descriptive research

Descriptive research methods are generally – they portray circumstances. They don’t make exact forecasts, and they don’t decide circumstances and end results and they do not determine cause and effect. The main types of descriptive research methods are

  1. Observational Methods
  2. Case-study Methods and
  3. Survey Methods

4.1.1 Sampling

4.1.1.1 Size

The size of the total target population is 89 star hotels

  • Catering Service – 14
  • 3 star hotel – 20
  • 4 star hotel – 30
  • 5 star hotel – 25

4.1.1.2 Unit

The sampling unit is chosen from Bangalore

4.1.1.3 Area

The sampling area of 89-star hotels is chosen from in and around Bangalore like

  • Madiwala
  • Bellundur
  • Marathahalli
  • Whitefield
  • JP Nagar
  • Residency road etc

4.1.1.4 Method

The convenience sampling method is used here

4.1.1.5 Data Collection

The data collected here is primary data as this serve as a base for further analysis and investigations. The data is collected based on random sampling method as the customers are interacted randomly. As already said the data is collected through survey which is conducted with structured questions.

4.1.1.6 Tool of Analysis

Of all the star hotels, a separate quantitative analysis is done by using the tool MICROSOFT EXCEL. A comparative analysis was done between the hotels by using MICROSOFT EXCEL to find which type of hotel performs well in which aspect and also the loyalty and trust towards Kellogg’s was also evaluated.

Chapter 5. Analysis and interpretation

Qualitative analysis

The study is based on quantitative analysis for taking a survey regarding the performance of Kellogg’s products and to interpret the findings and results through a set of questionnaire.

  1. Observation: The customers are mostly preferring to by Chocos, Muesli and Corn Flakes. Crunchy Granola has no good place in market. Only very few customers are buying all the products.
  2. Observation: The products that customers preferred most are Chocos, Muesli and Corn Flakes
  3. Observation: Among all products of Kellogg’s Chocos, Muesli, Choco fills and Corn Flakes are going well.
  4. Observation: The customers are mostly aware of Kellogg’s products through Distributors rather than Advertising
  5. Observation: Good brand and People’s choice plays a major role in preferring Kellogg’s
  6. Observation: Most of the customers are preferring to buy Bagrey and Quaker. Most of the customers are buying Quaker Oats because it has good brand name over than Kellogg’s
  7. Observation: The customers are mostly not aware of the products like Special K, All Bran, Crunchy Granola
  8. Observation: The Kellogg’s products are preferred by all the people including Indians, International and Business Clients
  9. Observation The consumption of Kellogg’s product for a month is approximately 5 to 10 kg’s by most of the customers
  10. Observation: Most of the customers said that Brand Image plays a major role in recommending the products
  11. Observation: However there are few customers are dissatisfied with the price, most of the customer said that they are satisfied with the price.
  12. Observation: The customers are highly satisfied with the service provided by the Kellogg’s and there are no compliant regarding the service of Kellogg’s
  13. Observation: By providing samples Most of the customers are ready to buy Special K, All Bran and Crunchy Granola
  14. Observation: All the customers said that the overall performance of Kellogg’s products are satisfied and highly satisfied
  15. Observation: From the leads collected I had converted 1 as hot lead and 6 as warm leads while others 55 remain as cold leads

Chapter 6. Conclusion

By this research I can conclude that the customers are really satisfied with the Kellogg’s products and service. This research work concludes by giving some suggestions and recommendations which can be done by Kellogg’s in order to meet the customer expectation and satisfaction. Also I can understand at what levels the customers are aware of the products like Special K, All Bran and Crunchy Granola. Even though some customers said that the prices are high but they prefer to choose Kellogg’s because of good brand and quality. While in lead generation some of the IT fields are ready to purchase the product and also asked me to send the proposals through mail.

Products customer prefer

Column1 Chocos Choco fills Muesli Oats Corn Flakes All Bran Crunchy Granola 62 35 57 12 50 25 8 Products

Count in Numbers

Products going well

Column1 Chocos Choco fills Muesli Corn Flakes 60 30 52 43 Products

How Aware of Kellogg’s

Series 1 Advertising Distributors 25 64 Count in Numbers

Why Kellogg’s over other Brands

Sales Brand Image Customer Preference Company Contract Product Quality 35 30 14 10 Other Brands Customer Prefer

Series 1 Bagrey Nestle Soulful Quaker Not mentioned the Name 25 14 13 22 15 Brand’s Name

Count in Numbers

Awareness of Special K, All Bran, Crunchy Granola

Column1 Yes No 34 55 Types of People Prefered

Series 1 Business Clients International Clients Indians All 15 10 10 50 Consumption of Products in Kg’s

Column1 2 to 5 5 to 10 10 to 15 15 48 26 Count in Numbers

Brand Image

Sales Very Important Important Some what Important 29 45 15 Satisfaction of Price

Series 1 Highly Satisfied Satisfied Neutral Dissatisfied 14 49 16 10 Count in Numbers

Satisfaction of Service

Sales Highly Satisfied Satisfied 55 34 Ready to buy Special K, All Bran, Crunchy Granola

Series 1 Yes No Provide Samples 19 25 45 Satisfaction of Product

Sales Highly Satisfied Satisfied 29 60 Lead Generation

Series 1 Total Leads Cold Leads Warm Leads Hot Leads 65 43 14 8 Types of Leads

Count in Numbers

Timeline of the Histroy of the Company

Series 1 Start of the Company Corn Flakes Introduced Bran Flakes Introduced Incorporated as Kellogg’s Display information on boxes Landmark in India Special K bars Introduced Pringles take over 1906 1914 1915 1922 1930 1990 2006 2014 Years

Net sales over the past 5 Years

Column1 2014 2015 2016 2017 2018 14580 13525 12965 12854 13547 Years

In Dollars

Net operating profit for the past 5 years

Series 1 2014 2015 2016 2017 2018 1693 1268 1483 1387 1706 Years

In Dollars

Products customers buy from Kellogg’s

Count in Numbers Chocos Choco fills Muesli Oats Corn Flakes All Bran Crunchy Granola All 70 40 67 22 55 38 17 5