Marketers can't do much if a product is not available to sell and that is exactly what is happening at Kellogg where production problems have all but shut down manufacturing of one the company’s strongest brands – Eggo Waffles. As people around the U.S. are discovering, locating this product is becoming more and more difficult. And according to Kellogg, inventory is not expected to return to normal until next summer.
In the mean time, marketers at Kellogg face some tough times ahead. They have already alerted customers to the problem via a website posting and notices to media, but they now face the real problem of another company coming in and stealing market share. There is little doubt major food retailers will seek other options as frozen waffles are a strong selling product category.
The company's Atlanta plant was shut down for an undisclosed period by a September storm that dumped historic amounts of rain in the area. Meanwhile, several production lines at its largest bakery in Rossville, Tenn. are closed indefinitely for repairs...
What methods can Kellogg use now to guard against competitors taking significant market share?
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