kelloggs 2010
DESCRIPTION
Case Study Solution and Presentation on Kelloggs - 2010 related to Product ManagementTRANSCRIPT
Product Management
Kellogg’sGRBS College – Vapi, Gujarat, India
Presented By : Bhumika RavalHarendra RajpurohitMohammad Iqbal KhanKiran Thakur
INDEX1. Introduction2. Porters 5 Force - Industry3. Product Portfolio4. KFS5. Product Life Cycle (Nutri Grain)6. Supply Chain and Its Effectiveness 7. Competitive Strategies8. Product Market strategies9. SWOT10.Conclusion
Introduction• Company began in 1906• Between 1938 Kellogg’s opened
manufacturing plants in the UK, Canada, Australia, Latin America and Asia.
• Mfg. in 19 & Sold More than 160 countries
• Cereal products like Kellogg’s Corn Flakes, Rice Krispies etc.
Introduction
• Focus on reducing energy and emissions in manufacturing.
• Org. growth through better serving the needs of our consumers
• Responsibility in all sections of the supply chain.
Porter’s 5 Force
Product Portfolio
KFS• Healthy image• Convenience• Healthy options• Brand awareness• Something for everyone• Innovation• Value for money• Quality
PLC of Nutri Grain
Product Life Cycle
Supply Chain
Primary SectorRaw Material
SuppliersNatural
ProductsEg : Wood, Oil, Food Stock &
minerals
Secondary Sector
Manufacturer and Producers
Eg : Cornflakes, Card and
Boxes, Glass & Pottery
Tertiary Sector
Wholesalers / RetailersEg : Super Markets
Consumers
Transport & Warehousin
g
Transport & Warehousin
gTransport
Effective Supply Chain
• Proper Marketing Mix• Distribution Channels• Cost Effective Price• Work with Retailer for
Promotion• Reduce Ware Housing
Cost
Competitive Strategies
• Supporting improved
food labeling
• Sponsoring swimming
programs
• Promoting exercise
Product Market Strategies
Product developmentConstant innovation. Introduction of new product to present customers.
DiversificationIntroduction of new products to fit new customers needs
SWOTSTRENGTHS
Hold Global MarketStrongest brand
recognitionAdvertising recollection
of all the cereal
WEAKNESSESHave not aggressively developed many new
cereal lines
OPPORTUNITIESInternational expansion
slowly diversifyLower prices will
increasing their market share.
THREATSNew Entrant
Price Competition
Major Competitors
Company Comparison
Company
Net Revenue
(in millions)
International Rev as % of sales
Gross Margin %
Kellogg $10,906 32.6% 44.2%
General Mills
$12,442 17% 36%
Kraft $34,356 32.4% 36.1%
Conclusion
• Ensure Quality Goods or
Services
• Efficient delivery
• Effective collaboration with all
partners
• Partnering with other industry
Thank You