<p>The company in the next ten days will be launching a 360 degree marketing campaign including television, print, radio, on-ground activation such as setting up kiosks at malls and strategic locations, to re-position itself as a tasty breakfast option for children.<br /><br />"India is a different market all together, where taste comes above health benefits. We are now focussing on this aspect and are re-launching chocos as a tastier and healthy cereal breakfast.<br /><br />We will also look at our other products moving ahead to improve the overall taste," Kellogg India's Director (Marketing) Vikram Behl, told PTI here today. The company, which enjoys a healthy 60 per cent share in the Rs 400-crore cereal market in India, is of late facing stiff competition from international players, such as Nestle and Unilever in the breakfast segment.<br /><br />Most of them have changed their strategies for the Indian market, keeping in mind the tastier healthy option. While Nestle has brought a lot of innovation into its Maggi brand, another brand HUL, which is targeted towards kids, has launched several localised flavours last year, including Knorr soupy noodles as a breakfast as well as healthy snacking product. <br /><br />Meanwhile, competition from domestic players is also growing as companies like the Future Group and Britannia have entered the breakfast segment with a wide range of offerings-- from corn-flakes, oat meals, pasta and porridge to ready-to- eat upmas.<br /><br />"Our objective going ahead would be to educate the consumer, grow the category and provide accessible options, that works best for Indian consumers," he said, adding that small packs was a huge hit in the Indian market.</p>
<p>The company in the next ten days will be launching a 360 degree marketing campaign including television, print, radio, on-ground activation such as setting up kiosks at malls and strategic locations, to re-position itself as a tasty breakfast option for children.<br /><br />"India is a different market all together, where taste comes above health benefits. We are now focussing on this aspect and are re-launching chocos as a tastier and healthy cereal breakfast.<br /><br />We will also look at our other products moving ahead to improve the overall taste," Kellogg India's Director (Marketing) Vikram Behl, told PTI here today. The company, which enjoys a healthy 60 per cent share in the Rs 400-crore cereal market in India, is of late facing stiff competition from international players, such as Nestle and Unilever in the breakfast segment.<br /><br />Most of them have changed their strategies for the Indian market, keeping in mind the tastier healthy option. While Nestle has brought a lot of innovation into its Maggi brand, another brand HUL, which is targeted towards kids, has launched several localised flavours last year, including Knorr soupy noodles as a breakfast as well as healthy snacking product. <br /><br />Meanwhile, competition from domestic players is also growing as companies like the Future Group and Britannia have entered the breakfast segment with a wide range of offerings-- from corn-flakes, oat meals, pasta and porridge to ready-to- eat upmas.<br /><br />"Our objective going ahead would be to educate the consumer, grow the category and provide accessible options, that works best for Indian consumers," he said, adding that small packs was a huge hit in the Indian market.</p>