In a bid to sustain its leadership in the Rs 400-crore branded breakfast cereal market in India, Kellogg India is chalking out an aggressive growth strategy which includes new product launches and extension of manufacturing capacity.
The company is enhancing its production facility at Taloja in Raigarh district to meet the growing consumer demands. With sales in 2008 amounting to nearly $13 billion, Kellogg Company is one of the world?s leading producer of cereal and convenience food.
Enthused by the success of its flagship brand ?Chocos? in India , the company is introducing yet another international brand `Honey Loops? from the Kellogg?s stable. On the company?s strategy, Kellogg India Pvt Ltd managing director Anupam Dutta said, ?Our core focus is on cereal brands in India . Currently, we have 70% market share in the Rs 400 crore branded breakfast cereal markets in India .?
To gain high visibility for its brands, Kellogg India is planning to increase its advertising budget considerably in FY10.
To announce its new launch `Honey Loops? the company is getting ready to launch an integrated marketing plan which includes print, television, outdoor and radio advertising. ?We are looking at ground activation and sampling exercises too.
Our new launch is targeted at kids in the mass market segments,? he said.
