Should Kellogg's Launch Gluten-Free Products in India?
(8 pages of text)
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.
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.
India, Large, 2014
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