Breakfast Industry Overview

Topics: Breakfast cereal, Breakfast, Corn flakes Pages: 19 (5780 words) Published: August 25, 2013
Marketing for Breakfast Industry

Abstract

Breakfast though being the most important meal of the day has seen the most changes in the recent years. Rising incomes and flexible work hours have caused the change in the breakfast habits of Indian people from the traditional to western to sometimes having none at all. This “need gap” is slowly being catered by the organised breakfast market worth INR 500 crores. A huge part of the breakfast market is still unorganised and rice, wheat, pulses and potato are the common ingredients in it. Cereals as a breakfast have gained hold in the recent years with the change in work habits as well as lifestyle of the people. As the cereal market is growing rapidly, companies like Kelloggs, Pepsi Co, Mohan Meakins, Britannia are launching new products to increase their share in this segment. This project focuses on the marketing strategies adopted by these companies to gain a strong foothold in The Great Indian Breakfast Market.

Table of Contents
1. Introduction
2.1 Indian Breakfast Industry........................................................................................... 3 2.2 SWOT analysis: Indian breakfast market................................................................. 4 2.3 Analysis of Cereal Industry......................................................................................... 5 2.4 Hurdles in Indian Market............................................................................................ 6 2.5 Competition in Breakfast Cereal Industry................................................................ 7 2.6 Breakfast Market Segmentation................................................................................ 8

2. Marketing Strategies of the Major Breakfast Cereal Players........................................ 9 3.7 Products and Strategies of Kellogg’s India................................................................ 9 3.8 Kellogg's Product Portfolio.........................................................................................10 3.9 Kellogg’s Cereal Products and Strategies Adopted..................................................11 3. Product and strategies of PepsiCo for Quaker Oats.......................................................14 4.10 What has been their strategy so far........................................................................... 14 4.11 Strategies Today...........................................................................................................15 4. Products and Strategies of Marico....................................................................................16 5.12 Promotion......................................................................................................................17 5.13 Saffola........................................................................................................................... 18 5. Products and Strategies of Britannia................................................................................19 6.14 Healthy Start................................................................................................................19 6. Products and strategies of Bagrry’s................................................................................. 21 7.15 Product Portfolio......................................................................................................... 21 7. Conclusion...........................................................................................................................23 8. References........................................................................................................................... 24

1. Introduction
1.1 Indian Breakfast Industry
The Indian breakfast industry is largely unorganised with a market value pegged at INR 2000 cr. Out of...

References: * http://economictimes.indiatimes.com/features/sunday-et/companies/cereals-battle-begins/articleshow/2415598.cms?intenttarget=no
* http://www.thehindubusinessline.com/companies/article1200013.ece
* http://www.business-standard.com/india/news/marico-taps-cereals-marketsaffola-oats/400388/
* http://www.saffolalife.com/saffola-oats/about-saffola-whole-grain-oats
http://www.bagrrys.com/index.html
http://www.kelloggs.com/en_US/home.html
https://www.kelloggcompany.co.in/(S(gi5nlxy0vm2zuavy54vke0hg))/Kelloggs_Story.aspx
http://www.britannia.co.in/
http://www.quakeroats.com/home.aspx
http://pepsicoindia.co.in/brands/quaker-oats.html
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