Ivey Publishing

Product Details

Should Kellogg's Launch Gluten-Free Products in India?
Product Number:
9B14A030
Publication Date:
08/12/2014
Revised Date:
08/11/2014
Length:
12 pages (8 pages of text)
Product Type:
Case (Library)
Source:
Ivey
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.
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.
Issues:
Disciplines:
Marketing,  International,  Entrepreneurship
Industries:
Manufacturing
Setting:
India, Large, 2014
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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