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Case
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Reference no. 502-009-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2002

Abstract

This case analyses the causes that led to the failure of the Kellogg breakfast cereal brand in the Indian market. The case examines the measures the company adopted on the marketing front to rectify its mistakes and at the efficacy of these measures. The case is so structured as to enable students to see how mistakes on the pricing, positioning and distribution fronts led to Kellogg''s poor performance in the initial stages. Students can gain insights into the company''s efforts to turn itself around through various marketing initiatives. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing elective curriculum.
Location:
Size:
Large
Other setting(s):
1994-2000

About

Abstract

This case analyses the causes that led to the failure of the Kellogg breakfast cereal brand in the Indian market. The case examines the measures the company adopted on the marketing front to rectify its mistakes and at the efficacy of these measures. The case is so structured as to enable students to see how mistakes on the pricing, positioning and distribution fronts led to Kellogg''s poor performance in the initial stages. Students can gain insights into the company''s efforts to turn itself around through various marketing initiatives. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing elective curriculum.

Settings

Location:
Size:
Large
Other setting(s):
1994-2000

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