India's first ever diet cereal

Today I came across an advertisement of Kellogg’s K Special, which is a diet cereal. This cereal promises to lower your weight by 2.5 kgs in mere 2 weeks.  This is an entirely new item from the house of Kellogg’s.

Kellogg’s had targeted middle class mothers for its cornflakes category by introducing iron shakti. Again the strategy is a bit similar, targeting middle aged women, but only those belonging to SEC A and B. These are obese women of urban India, who can afford the cereal for Rs. 45/140gms.

Anupam Dutta, Managing Director, Kellogg’s India, says, “In today’s fast-paced environment, women are looking for a simple and tasty solution to their weight management concerns. Kellogg’s understands these concerns and for this reason has decided to introduce the new brand.”

Kellogg’s currently holds 66% share of 60 crores market in India. Now, there are a lot many ways of enhancing the market share for a brand. There can be line as well as brand extension, but what do we call the introduction of K Special cereals???

Well, this is a new category of diet cereals, but it’s still in food category. May be it is a new sub-brand, offering unique attributes and benefits to its consumers, with a totally new targeting and positioning.