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Kellogg reportedly took 27 years to change the Japanese food habits, from their regular breakfast of sea weed, raw eggs, rice and fish to sugar-laden cereals.
From 1963 to 1990. https://twitter.com/anexcommie/status/1330509300708634627
Kellogg reportedly took 27 years to change the Japanese food habits, from their regular breakfast of sea weed, raw eggs, rice and fish to sugar-laden cereals.
From 1963 to 1990. https://twitter.com/anexcommie/status/1330509300708634627
Here is where you can get more info on this from https://www.latimes.com/archives/la-xpm-1990-09-25-wr-1240-story.html
Kellogg's in India has been around for nearly 26 years now (since 1994) ... and they proudly proclaimed their INR 500 crore achievement in 2013 (a full 19 years after their arrival) .. imagine INR 500 crores is something many companies delivered in 2013 "just like that"
Here are details https://economictimes.indiatimes.com/industry/cons-products/food/kellogg-grows-31-to-cross-rs-500-crore-sales-mark-in-india/articleshow/27987981.cms
Just like
Maggi came up with an Indian masala,
Coke had to retain the Indian Thums Up,
Colgate had to respond with Vedshakti,
McD had to offer Aloo Tikki McBurger,
just like .... (fill in your favorite example)
Kellogg's also has had to come up with Upma
Maggi came up with an Indian masala,
Coke had to retain the Indian Thums Up,
Colgate had to respond with Vedshakti,
McD had to offer Aloo Tikki McBurger,
just like .... (fill in your favorite example)
Kellogg's also has had to come up with Upma
Now await more such Indian flavours in Kellogg's portfolio
- their oats are a dull sweet strawberry
- their rest of the portfolio remain an also-ran
- their spiciness quotient is next to zero
- their oats are a dull sweet strawberry
- their rest of the portfolio remain an also-ran
- their spiciness quotient is next to zero
Kellogg's Cereals bombed in India because they don't consider the three key reasons (IMO) that require to be addressed for the Indian breakfast table:
(a) Freshness
(b) Spiciness
(c) Preparation
(a) Freshness
(b) Spiciness
(c) Preparation
Freshness - cereals, pre-packaged as they are, are the perfect anti-thesis of fresh breakfast. One can't get worse than pouring out from a cardboard box & top it up with cold milk (suggested serving by Kellogg's)
Spiciness - sugar in hot coffee / tea is fine; sugar in jalebi, in addition to a paratha, is fine. But sugar alone as a key ingredient in breakfast - what a spectacularly dangerous red-flag to Indian moms. But try telling that to the product managers in Kellogg's!!
Preparation - two things are clear on the breakfast table -
Hot food rules
Mom rules
Point-1 on freshness rules out Kellogg's cereals' attraction (cold milk)
Pouring even hot milk doesn't entice many an Indian mom - it challenges her idea of prepping the family
Hot food rules
Mom rules
Point-1 on freshness rules out Kellogg's cereals' attraction (cold milk)
Pouring even hot milk doesn't entice many an Indian mom - it challenges her idea of prepping the family
Pour out from a cardboard box, fool yourself with a hot glass of milk poured on top of it - nah!
Any mom who packed lunch for her child knows that cereals digest pretty quickly & the child is already cranky (hunger crankiness) at about 10am, at school or at home.
Any mom who packed lunch for her child knows that cereals digest pretty quickly & the child is already cranky (hunger crankiness) at about 10am, at school or at home.
Give them 6 idlis or 4 dosas or 2 pranthas or 4 pooris - that gives them the kick of having given their children healthy, hot and filling breakfast.
Try replacing that with a Kellogg's box of cereals.
Try replacing that with a Kellogg's box of cereals.
What about oats? Same as in the case of hot milk being poured out or sweet breakfast .. gives a feeling of "revulsion" in her mind.
Hence, Marico & others like GSK with flavoured oats give the regular oats companies a run for their money.
Oats, with its spiciness, and increased prep-time, can satisfy the gap left by cereals in the Indian breakfast table, as long as the Indian moms buy into the story of oats being a healthier cereal.
You'd see a plateauing sales growth graph here.
You'd see a plateauing sales growth graph here.
It is a long haul for Kellogg's and Competitors. Healthier, Traditional alternatives abound. The change-over is at best incremental. Excitement is of low shelf-life. Innovation is key, but not sufficient for success. Taste buds don't change that quickly
My gyaan vachan to end!
My gyaan vachan to end!
