Kellogg's
Culture is the culmination of patterned behavior of people who identify with one another and share common beliefs. These patterns are driven by geographical location, socio-economic factors, and much more.
Like every other aspect of life, culture also has an impact on packaging and products are used. Following are a few case studies of how different cultures and cultural beliefs were taken into account by the same brand to modify packaging and marketing:
Kellogg’s
Kellogg’s is an American food manufacturing company known internationally for its cereals and convenience foods. It entered the Indian market in September 1994, marketing its products as “crispy breakfast foods”. However, cold breakfast was a foreign concept to the Indian population and would add hot instead of cold milk to the cereal. This made the flakes soggy and negated the promise of “crispy”.
To overcome this hurdle, Kellogg’s reintroduced its product as an “All Day Meal” and focused more on the nutritional value.
In 2016, the Indian market alone contributed 10% to the parent's Asia-Pacific revenues of Kellogg’s, making the country its fastest-growing market in the region.
Paper Boat
Paper Boat made its debut in the Indian market in August 2013 as a non-carbonated drinks company and branded itself as a “traditional, indigenous, authentic drink”. It is packaged in eco-friendly packaging. The drinks were produced from locally available spices, fruits, and some locally available fruits that are grown wild. It adopted the local flavors in the country like drinks with a taste of ―Jamun, Kala Khatta, AamRas, Anardana, Kokum, etc. with the tagline of “Drinks and memories” which immediately connected with the Indian audience.
REFERENCE STUDY:
Mun, Mun & Ghosh, Munmun & Ghosh, Arindam & Ghosh, Moumita. (2016). Impact and Influence of Culture on Brands in the Indian Market. Journal of Business and Management (IOSR-JBM). 18. 54-60. 10.9790/487X-18
