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Whilst local in-store sales have been a touch underwhelming for this British high street brand, it has had success selling dresses online with Tmall part of the Alibaba group. It seems Chinese households are becoming slightly more western in their habits, and breakfast cereals are starting to sneak into their shopping baskets.
But are Indian consumers ready to accept breakfast cereals? Despite a high-profile launch and a frenzy of marketing activity, the first breakfast cereals it marketed were an initial failure in India.
Following a big media launch effort, initial sales seemed promising but it emerged that consumers were buying the product as a novelty but not repeat purchasing.
It also seems that the pricing was far too high to be a regular grocery purchase, explaining the lack of repeat sales. The Indian palette is considered by many to be a challenging one to crack. Indians were accustomed to boiling their milk and consuming it hot and sweetened.
A bland bowl of cereal flakes also failed to match the variety of foods often eaten at breakfast time, or the habit of eating more flavoursome foods such as chutneys and pickles with various morning staples.
Individual packs were especially popular. Messaging was also changed, to reposition the cereals as a fun choice rather than just a nutritious one. The products were no longer positioned as premium products, in order to make them a regular rather than a one-off buy. The brand also localised its branding and advertising approach to make it more acceptable.
Accompaniments such as curd and pistachio, which suited the local palate, were suggested. These days, cornflakes are offered with mango and banana puree to suit local tastes.
All raw materials, including packaging, are sourced in India, and the main plant is located close to the largest market; all of which minimises costs. Using a network of agents, the brand has established a distribution network including storage facilities.
Overheads are minimised by giving distributors large responsibility for sales. Larger multinationals including Dr Oetker and PepsiCo are also muscling in on the market. Whilst the company has now turned its performance around, it has done so by trying new things but above all by localising its offering and message to suit the market.
He has an interest in how technology can help businesses achieve their marketing objectives. He's been working in digital marketing and web development since across a wide range of industries and clients.Nov 09, · His responsibilities include co-creation of digital strategy for Kellogg brands, building digital marketing capability and leading large scale digital projects.
yet I’ve read reports that. The key factors that propel the market growth in India and China are the constantly increasing birth rate in India and massive population in China. In the Asia-Pacific packaged food market, China was the highest revenue generating country in , followed by Japan and India.
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Area Sales Manager at Kellogg Company. Location Cochin Area, India Industry Consumer Goods.
Current: Kellogg Company, Pidilite Industries Limited; • Manage the preparation of timely and accurate reports to meet company and department requirements, policies and standards • Market Share GainTitle: Area Sales Manager at Kellogg .