Afaqs: The small pack strategy seems to be the trend these days and the latest one to follow it is none other than Kellogg’s. One can now avail Kellogg’s corn flakes for just Rupees 10. It is called the Kpak format.
The adoption of this strategy will help the brand reach out to large number of masses as the breakfast cereals still has a small market in India. Anupam Dutta, Managing Director, Kellogg’s India, says, “Low price points help us reach the Tier II and III towns. We launched Chocos Kpak in Tamil Nadu first and then rolled it out nationally. The small pack for Kellogg’s’s Corn Flakes was first test-marketed in Tamil Nadu, and going by the response, we decided to launch it nationally this year.”
This is a low fat snack called as the Iron shakti will now be also promoted as the evening snack. This is to promote out of home consumption. This new strategy is sure to push up sales for the brand in Tier II and II towns.