Kellogg Co

Euromonitor International's company profile, Kellogg Co offers detailed strategic analysis of the company's business, examining its performance in the packaged food market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .

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Table of contents

STRATEGIC EVALUATION

SWOT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

PROSPECTS FOR THE PACKAGED FOOD BUSINESS

Kellogg looks well set for the future but strategies not without risks

Greater differentiation required in its wellbeing and convenience portfolio approach

Overlapping healthy with premium and indulgence a possible development path

More functional foods an option for Kellogg; over 55s demographic offers potential

Fruit snacks offer Kellogg another opportunity for wellbeing sector leverage

Impulse channels key in the US; schools to embrace healthier snacks?

Kellogg must improve its emerging world profile but costs may restrict pace of any growth

Table 1 Kellogg Co: World Sector Sales Performance 2005

Table 2 Kellogg Co: Packaged Food Regional Sales Performance 2005

CORPORATE OVERVIEW

Snacks drive North American sales as Kellogg posts another year of steady net sales growth

UK, France and Mexico lead healthy International sales division performance

Profit margins hit by heavyweight spending and rising costs

Kellogg top 10 global packaged food player

STRATEGIC OBJECTIVES AND CHALLENGES

Added-value focus paying dividends for far-sighted Kellogg

Huge spend on innovation and advertising starts to erode operating margin at Kellogg

Wellbeing and convenience main tenants of portfolio development strategy

Greater emerging world coverage needed to offset slowing core cereals markets?

OPERATIONAL AND DISTRIBUTION STRATEGIES

Cereal and snacks key to Kellogg’s businesses

Added-value and greater cashflow key strategies at Kellogg

Kellogg teams up with Walt Disney, EBookers and Lonely Planet

Kellogg streamlines global manufacturing and distribution network in 2006

Direct to store delivery key US distribution strategy for Kellogg

Television advertising major component of Kellogg’s brand-building strategy

OWNERSHIP EVENTS

Kellogg acquires a presence in the burgeoning US fruit snacks market

Turkish joint venture illustrates emerging market ambition at Kellogg

Summary 1 Kellogg Co: Key Facts by Value

PERFORMANCE BY REGION AND BY SECTOR

PACKAGED FOOD MARKET ASSESSMENT

Kellogg steers out of troubled waters

Bakery products main sector for Kellogg; breakfast cereals core focus

Cross-branding gives Kellogg leverage in snack bars

Frozen processed food and meal replacement products tertiary sectors for Kellogg

BAKERY PRODUCTS

Competitive landscape

Prospects

SNACK BARS

Competitive landscape

Prospects

MEAL REPLACEMENT PRODUCTS

Competitive landscape

Prospects

FROZEN PROCESSED FOOD

Competitive landscape

Prospects

Table 3 Kellogg Co: World Shares & Rankings in Packaged Food by Sector 2004-2005

Table 4 Kellogg Co: World and Regional Shares in Packaged Food by Sector 2005

BRAND ASSESSMENT

BRAND STRATEGY

Corn Flakes, Rice Krispies and Nutri-Grain brands head-up Kellogg’s packaged food portfolio

Kellogg switches to value-added focus and invests heavily in innovation and advertising

Health and wellness and convenience major themes of portfolio development strategy

Food labelling initiative forms part of wellbeing-led product strategy

Kellogg combines wellbeing with premium and indulgence to reach out to complex consumers

Kellogg hones in on on-the-go market, developing specific convenience-related formats

KEEBLER

Keebler loses leadership in global biscuits as limited geographical reach tells

Kellogg looks to packaging development and organics trend to revitalise Keebler

Tough times ahead in North America for Keebler; global profile set to wilt further?

KELLOGG’S CORN FLAKES

Corn Flakes struggles in key markets but maintains top five global breakfast cereal status

Corn Flakes sees little innovation but 2006 activity suggests tide is turning

Corn Flakes must adapt to major trends in the UK and the US; restrictions on emerging market growth

KELLOGG’S FROSTIES

Frosties top five global cereal but weak health profile pegs back growth

Frosties sees little innovation as Kellogg focuses on healthier brands

Frosties’s main markets to yield little growth; better for you development a must?

KELLOGG’S NUTRI-GRAIN

Nutri-Grain leading global breakfast bar

Special K casting a shadow over Nutri-Grain

Wellbeing-led development for on-the-go orientated Nutri-Grain

Continued innovation key for Nutri-Grain; organic-led development holds potential

KELLOGG’S RICE KRISPIES

Rice Krispies top 15 player in global breakfast cereals and snack bars

Rice Krispies keeps pace in cereals but feels the heat in snack bars

Kellogg reaches out to a number of bases with Rice Krispies new product activity

Core market slowdown makes innovation crucial for Rice Krispies in the short term

Table 5 Kellogg Co: Keebler World Shares & Rankings in Packaged Food by Sector 2004-2005

Table 6 Kellogg Co: Keebler Regional Shares in Packaged Food by Sector 2005

Table 7 Kellogg Co: Kellogg’s Corn Flakes World Shares & Rankings in Packaged Food by Sector 2004-2005

Table 8 Kellogg Co: Kellogg’s Corn Flakes Regional Shares in Packaged Food by Sector 2005

Table 9 Kellogg Co: Kellogg’s Frosties World Shares & Rankings in Packaged Food by Sector 2004-2005

Table 10 Kellogg Co: Kellogg’s Frosties Regional Shares in Packaged Food by Sector 2005

Table 11 Kellogg Co: Kellogg’s Nutri-Grain World Shares & Rankings in Packaged Food by Sector 2004-2005

Table 12 Kellogg Co: Kellogg’s Nutri-Grain Regional Shares in Packaged Food by Sector 2005

Table 13 Kellogg Co: Kellogg’s Rice Krispies World Shares & Rankings in Packaged Food by Sector 2004-2005

Table 14 Kellogg Co: Kellogg’s Rice Krispies Regional Shares in Packaged Food by Sector 2005

APPENDICES

FINANCIAL SUMMARY

Table 15 Kellogg Co: Financial Summary 2002-2006

COMPANY BACKGROUND

Summary 2 Kellogg Co: Historical Development

Summary 3 Kellogg Co: Subsidiaries 2005

Summary 4 Kellogg Co: Packaged Food Brands 2005

Summary 5 Kellogg Co: Company locations

Summary 6 Kellogg Co: Websites

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