Kellogg's to focus more on taste, health benefits

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.

"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.

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.

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.

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.

"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.