Kellogg Aims For A Bigger Bite Of Breakfast Cereal Market

Adds Mr Venkateish: “Similar variants of our popular brands are planned. Breakfast cereals currently account for approximately two/thirds of our turnover and is expected to continue to be the major chunk of our business (50 per cent) in the years to come. This means we will continue to grow our breakfast cereal business strongly even while growing rapidly in the new categories.”

For its breakfast cereals, the company’s primary target audience includes children in the age group 5 to 12 years of age. Its secondary target group will include older children and adults, says Mr Venkateish.

Informs Mr Venkateish: “Our focus is to provide top quality display and merchandising aids to our trade partners to enable them to merchandise and display the entire range effectively and increase throughput at point of sale.”

As for the company’s new developments in merchandising to enhance its brand visibility, Mr Venkateish explains that disposable floor stands which are made of corrugated board and which allow for high quality merchandising have been used effectively by the company.

As regards instore promotions, explains Mr Venkateish: “Our focus will be to maximise impulse to drive trials as well as spur brand recall at point of

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