Should Kellogg's Launch Gluten-Free Products in India
Kellogg’s is exploring the possibility of launching gluten-free Corn Flakes in India. The company must examine the gluten-free market in India and explore strategies for entering this market. Kellogg’s must assess its competitors in India’s growing breakfast cereal market, where a growing economy and increasing health awareness is pushing Indian consumers to look for healthier options. Questions remain whether Kellogg’s should enter the promising gluten-free segment to take advantage of this potential opportunity in India, consumers’ evolving preferences and the current industry trends.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B14A030-E
Format: PDF
Number of pages: 12
Publication Date: Aug 12, 2014
Language: English
Review date: Aug 11, 2014
What material is included in this case:
Description
Kellogg’s is exploring the possibility of launching gluten-free Corn Flakes in India. The company must examine the gluten-free market in India and explore strategies for entering this market. Kellogg’s must assess its competitors in India’s growing breakfast cereal market, where a growing economy and increasing health awareness is pushing Indian consumers to look for healthier options. Questions remain whether Kellogg’s should enter the promising gluten-free segment to take advantage of this potential opportunity in India, consumers’ evolving preferences and the current industry trends.
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Year: 2014
Geographic Setting: India
Industry Setting: Manufacturing;
Learning Objective
The case offers an opportunity for students to apply marketing strategies such as segmentation, targeting, positioning, product management and branding to support their analysis of a potential business opportunity and, in so doing, build a rigorous and persuasive understanding of product management concepts such as new product development and the use of new products as platforms for growth.The key teaching objectives are as follows: ·Competitive analysis for new business opportunities. ·Understanding segmentation, targeting and positioning for new products. ·Understanding different product management concepts. ·Analyzing the pros and cons of product-line extension.
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