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m Mahesh Deshkmukh --- 59

m Pooja Krishnan --- 33

m Vijayalaxmi Naickar --- 64

m Amit Gupta --- 01

m Prabir Ghosh --- 34

m Kellogg's was founded as
the Battle Creek Toasted
Corn Flake Company on
February 19, 1906, by
Will Keith Kellogg with
his brother John Harvey
Kellogg .
m Company was renamed
as Kellogg company in
m Vision and Mission statements define our focus upon
sustainable growth, our broadened definition of social
responsibility and the true strength of our company Ȃ our
people and our brands.
m In 1940, Kellogg provided packaged K-rations for the U.S.
armed forces .
m 1950 company introduced : Y 
Y    and Y  Y 
m In the Year 2000 Kellogg benefited from the acquisition of
health foods leader Kashi Company
m In 2006, Kellogg Company celebrated its 100th
m In the year 2009 with sales of nearly $13 billion, Kellogg
Company is the worldǯs leading producer of cereal.
m Kelloggǯs India came as the 100% subsidiary of
Kelloggǯs company .
m Kelloggǯs India Head Quarters is located in Mumbai,
Powai Hiranandani.
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m They had accidentally invented a whole new industry
of corn flakes.
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m In the 1920s Kellogg continued to expand into new
markets, exporting cereal to England
Market segmentation segments your
potential customers from the whole
market by considering demographic,
psychographic, and behavioral
characteristics that distinguish your
potential customers from everyone
m Initial trend followed for marketing was Mass
m Mass Marketing was engaged in mass production,
distribution and promotion.
m This created several problems which lead to micro
m Market segmentation is known as Micromarketing.
m Segmentation divides the market into different levels
so that it can capture the market in efficient manner.
m Types of Market Segmentation are:

· Segment Marketing.

· Niche Marketing.

· Local Marketing.

· Individual Marketing.
m A Market segment consists of a group of customers
who share similar sets of needs and wants.
m Segment marketing offers key benefits over mass
m Benefits like better design, price, disclose and deliver
the product or service in a better way.
m For Example, Automobile companies offer different
versions of the same model with different features.
m Airlines offering Business Class and Economic Class.
m Niche marketing divides a segment into sub segments.
m Customers have distinct set of needs.
m For Example, Crack Ointment from Paras
Pharmaceuticals is an example of Niche focus, where
company focus on females.
m TV channels like Aastha focus on religion, sports
channels focus on sports.
m Local Marketing leads to marketing programs tailored
to needs & wants of local customer groups.
m Local Marketing reflects a growing trend called
grassroots marketing.
m Banks have specialized branches that focus on
corporate customers.
m Movies are released are different marketing languages
for different group of peoples.
m The ultimate level of segmentation leads to Dzsegments
to onedz, Dzcustomized marketingdz or Dzone-to-one
m Companies talk more on Individual initiative in
determining what and how to you.
m Consumers log onto the Internet and purchase the
product or services as per their requirement.
m Asian Paints allows consumers to choose the colors by
mixing desired colors of their choice.
m Different bases for Market Segmentation are:

· Geographic Segmentation.

· Demographic Segmentation.

· Psychographic Segmentation.

· Behavioral Segmentation.
m Geographic segmentation segments the market into
different geographical units such as:
· Nation
· States
· Region
· Countries
· Cities
· Neighborhoods
m One of major geographic segmentation variables for
marketers is the division of markets into rural & urban
m Parameters that differ from rural & urban markets are
literacy levels, income, spending power and availability of
m In demographic segmentation market is divided into
groups on the basis of variables such as :
· Age
· Family size
· Gender
· Income
· Religion & social class
· Occupation
m It is often associated with consumer needs & wants.
m It is easy to measure.
m In Psychographic Segmentation the market is divided
into groups on basis of:
· Psychological/ Personal traits.
· Lifestyle
· Values
m Buyers with same demographic group can exhibit very
different psychographic profiles.
m Values & Lifestyles can affect product & brand choice
of customers.
m Religion has significant influence on values &
m In Behavioral Segmentation the market is divided into
groups on basis of:
· Knowledge of Product
· Attitude towards Product
· Occasions
· User Status
· Usage Rate
m Individual consumers have different behavioral aspects
over different products & services.
m Individuals
m Shop Owners
m Geographic Segmentation:
· Cities
· Rural Areas
m Demographic Variables:
· Family Size
· Income
· Age Group
· Gender
· Occupation
m Psychographic Variables:
· Values
· Lifestyle
m Behavioral Variables:
· Knowledge of Product.
· Attitude towards product.
· Usage Rate