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should kellogg's launch gluten free products in india

Category: Business Paper Type: Homework Reference: APA Words: 1500

Kellogg was launched in India in 1995. It faces few challenges in market of India but with becoming familiar with living standards and eating habits of people, it increased its performance in the market. Now it is thinking to launch gluten-free products in the market of India. According to a research, ratio of celiac disease is found 1: 193 in Asian countries. It is higher than White people are. This disease was reported first in 1966 in India. Northern India is having more concentration of disease as compared to other parts of the country. It is also estimated that world market for these products would reach to 7.59 billion in 2020. (prnewswire.com, 2015) I think, it would be good to launch this product in market because there exist need for it. Kellogg is having opportunity to introduce this product due to its strong past history. It has gained good market share and now people are familiar with its different products. This is good sign for company to introduce a new and different product.

It can launch this product and provide awareness to people related to this disease. People in India are not much aware of the disadvantage associate with celiac disease. There are many companies in India targeting gluten-free products and earning revenue. Examples of such companies include savoureux foods. It was established in 2011. It has reported turnover of 5 million. SEPI is another local company that was also established with the aim of providing gluten-free precuts to people of India. It also reported turnover of 13 million in 2013. All these analysis show that already companies are working in India for providing such type of products. They are getting profits from market of India. It would be great opportunity for Kellogg to launch this new product with good marketing strategy and customer’s awareness.

Assignment on Case analysis (Should Kellogg's Launch Gluten-Free Products in India?) By: ABC Date 1. Is it opportune for Kellogg’s to launch gluten-free products in India? Why or why not? Kellogg was launched in India in 1995. It faces few challenges in market of India but with becoming familiar with living standards and eating habits of people, it increased its performance in the market. Now it is thinking to launch gluten-free products in the market of India. According to a research, ratio of celiac disease is found 1: 193 in Asian countries. It is higher than White people are. This disease was reported first in 1966 in India. Northern India is having more concentration of disease as compared to other parts of the country. It is also estimated that world market for these products would reach to 7.59 billion in 2020. CITATION prn15 \l 1033 (prnewswire.com, 2015) I think, it would be good to launch this product in market because there exist need for it. Kellogg is having opportunity to introduce this product due to its strong past history. It has gained good market share and now people are familiar with its different products. This is good sign for company to introduce a new and different product. It can launch this product and provide awareness to people related to this disease. People in India are not much aware of the disadvantage associate with celiac disease. There are many companies in India targeting gluten-free products and earning revenue. Examples of such companies include savoureux foods. It was established in 2011. It has reported turnover of 5 million. SEPI is another local company that was also established with the aim of providing gluten-free precuts to people of India. It also reported turnover of 13 million in 2013. All these analysis show that already companies are working in India for providing such type of products. They are getting profits from market of India. It would be great opportunity for Kellogg to launch this new product with good marketing strategy and customer’s awareness. 2. Should Kelloggs launch the product in the current breakfast cereal market or in the niche market for celiac disease? Justify your answer It is advisable for company to capture this market by providing it in breakfast products. Due to increased in globalization, eating style of young population in India has been increasing. There is vast variety of gluten-free products that company can include in its breakfast category. By introducing products in existing breakfast products would result in more profit. In case of targeting only niche, market would result in low profits for company. It can include range of products in existing category and increase its existing product line. It would be diversification strategy for company. Existing customers would try products and like them. It can include variety of breakfast cereals, snacks, baking products, pasta and kids products in its existing product line. Success would be its strong marketing strategy. CITATION Pur14 \l 1033 (Puri, Rawat, Rawal, & Nangia, 2014)It can provide awareness to people related with this healthy meal. It can also negotiate with doctors and take them in their television advertisement for gaining trust of people. It can attract people having disease associated with excess use of wheat and rice and other young adults and people. If it target only customers with celiac disease then only limited population would be attracted towards the gluten-free products. It is more accurate to target existing market because they would be aware of healthy food. This strategy would help it to capture large market share as compared to niche market. Other competitors in same category are not targeting niche market. For competing with those competitors, it should also try to capture large market share. It should attract young people, children, and other people who are having this disease. It should make its gluten-free products available in market for all. 3. What should the segmentation, targeting and positioning be for this product range? It would segment its customers on basis of their buying behavior. As per its segment of geo-demographic, it would target children, young people and people from other age groups. It would target both male as well as female category in its segmentation. It would target people with high and average income. It would offer variety of healthy products in category of gluten-free products. Segmentation would be based on buying behavior of people. It would target people by using different communication channels like internet, television and newspaper. One of its targeting strategies would be association with doctors. It would make people aware of benefits of its products for their health. Different marketing strategies would be used to attract more customers as well as satisfying existing customers. It would start different campaigns with doctors for making people aware of disease with excess use of protein in the form of wheat and rice. It would position itself in the market by offering high quality products as compared to competitors. It can include feature of health in positioning its products. It can include different products in the same category. One of its positioning strategies would be to attract people having average income. Large population of India is having average income. It would position itself by making its products affordable for large population as compared to competitors. It would use this range for making its products competitive in market. It would position itself after making analysis of competitors and buying behavior of people. 4. Evaluate the possible impediments to the success of this gluten free product range There is need of gluten-free products in Indian market but people are not aware of celiac disease. They consume more products that are having protein in them. Most of the population eats wheat and rice. These are traditional dishes in country. It may happen that gluten-free product does not match with existing need of people. People can ignore this product due to mismatch of product with their traditional dishes. This can be one of important hinder in its success. Another big hurdle can be existing companies in the market. These companies have entered in market before Kellogg. Those companies are targeting only gluten-free products. These competitive companies can decrease profitability of company. These companies can hinder growth of gluten-free products. It may happen that this product would not able to capture customer’s expectations and market demand. Kellogg should also consider risk factors in success of its new product. It should develop strategies for reducing these impediments. It can increase success of its new product by making sustainable strategies and taking benefits from weak points of competitors. It can take these impediments as challenge and increase its performance by handling them effectively with competitive strategies. Reference BIBLIOGRAPHY \l 1033 prnewswire.com. (2015, September 15). Gluten-Free Products Market Worth 7.59 Billion USD by 2020. Retrieved November 18, 2015, from http://www.prnewswire.com/news-releases/gluten-free-products-market-worth-759-billion-usd-by-2020-527644031.html Puri, S., Rawat, M., Rawal, A., & Nangia, A. (2014). Should Kellogg's Launch Gluten-Free Products in India? Ivey, 1-12.

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