General Mills is a major food company that started as a flour milling business in the 1850s. It has since expanded into cereal and other packaged foods. General Mills faces issues with how its marketing and products relate to childhood obesity in America. The company formed an Obesity Committee to research the problem and suggest solutions. The committee evaluated 5 potential solutions based on criteria like brand loyalty, nutrition standards, ethical marketing, and competition. It recommends lowering sugar content in cereals to less than 12g per serving to make products healthier while fulfilling the evaluation criteria. This solution would help address obesity by providing nutritious options for children.
General Mills is a large food company that produces many well-known brands like Cheerios, Pillsbury, and Betty Crocker. The document discusses General Mills' business, challenges in competing with other major brands, and goals of promoting healthy eating. It proposes using social media to promote General Mills breakfast products and ease parents' morning routines, evaluating the campaign through incentives, and maintaining social media efforts throughout the year.
The document provides an analysis of the cereal industry and environment for Honey Nut Cheerios. It discusses key points:
- Cereal industry sales were $9.1 billion in 2008, peaking at $10.8 billion in 2009, then declining to $9.51 billion in 2012. Consumption has dropped 1% annually for a decade.
- The industry faces challenges like consumers choosing healthier/more convenient breakfasts and declining birth rates reducing the target demographic of children.
- General Mills' top competitors are Kellogg, Kraft, and PepsiCo, who together control 55% of the market. General Mills has 31% share.
- Trends impacting General Mills include
The document discusses breakfast cereals, including the 10 most popular brands in the United States. It notes that nearly half of Americans eat cereal each day and over 2.7 billion boxes are sold annually. The text also addresses nutrition facts about the top cereals, mentioning that only one of the top 10 is generally considered healthy while three are considered the unhealthiest options. It concludes by noting the cereal industry competition between big brands like Kellogg's, General Mills, and Post.
Breakfast cereal industry final presentationDicky Cahanaya
This document provides an analysis of the breakfast cereal industry in the United States. It discusses the industry structure, key factors such as high concentration and barriers to entry. It also analyzes advertising strategies used by major companies like Kellogg, General Mills, and Ralcorp. These include television, print, and online advertising with a focus on segmentation, promotions, and celebrity endorsements. The document concludes with recommendations on investment in this mature but still profitable industry.
This document summarizes research on consumer attitudes toward the cereal Weetabix in Mauritius. A questionnaire was used to gather primary data from Weetabix consumers over 15 days. The findings show that Weetabix is widely known and preferred for its health benefits and versatility. While some find it expensive, most see it as a nutritious breakfast option. Recommendations include improving packaging, marketing, and promotion strategies to increase trial and regular consumption.
Segmentation, targeting and positioning strategy for HAFERAnkit Uttam
HAFER is developing a marketing strategy for its new Oat Bran Flakes product. The strategy involves segmenting customers based on geographic, demographic, psychographic, and behavioral factors. The target market will be a concentrated strategy focusing on working couples and kids. HAFER will position the product as both "sweet and healthy" to appeal to kids' tastes but also promote adult health benefits. Communication of these strategies both internally and externally will be key to the product's success.
General Mills is a large food company that produces many well-known brands like Cheerios, Pillsbury, and Betty Crocker. The document discusses General Mills' business, challenges in competing with other major brands, and goals of promoting healthy eating. It proposes using social media to promote General Mills breakfast products and ease parents' morning routines, evaluating the campaign through incentives, and maintaining social media efforts throughout the year.
The document provides an analysis of the cereal industry and environment for Honey Nut Cheerios. It discusses key points:
- Cereal industry sales were $9.1 billion in 2008, peaking at $10.8 billion in 2009, then declining to $9.51 billion in 2012. Consumption has dropped 1% annually for a decade.
- The industry faces challenges like consumers choosing healthier/more convenient breakfasts and declining birth rates reducing the target demographic of children.
- General Mills' top competitors are Kellogg, Kraft, and PepsiCo, who together control 55% of the market. General Mills has 31% share.
- Trends impacting General Mills include
The document discusses breakfast cereals, including the 10 most popular brands in the United States. It notes that nearly half of Americans eat cereal each day and over 2.7 billion boxes are sold annually. The text also addresses nutrition facts about the top cereals, mentioning that only one of the top 10 is generally considered healthy while three are considered the unhealthiest options. It concludes by noting the cereal industry competition between big brands like Kellogg's, General Mills, and Post.
Breakfast cereal industry final presentationDicky Cahanaya
This document provides an analysis of the breakfast cereal industry in the United States. It discusses the industry structure, key factors such as high concentration and barriers to entry. It also analyzes advertising strategies used by major companies like Kellogg, General Mills, and Ralcorp. These include television, print, and online advertising with a focus on segmentation, promotions, and celebrity endorsements. The document concludes with recommendations on investment in this mature but still profitable industry.
This document summarizes research on consumer attitudes toward the cereal Weetabix in Mauritius. A questionnaire was used to gather primary data from Weetabix consumers over 15 days. The findings show that Weetabix is widely known and preferred for its health benefits and versatility. While some find it expensive, most see it as a nutritious breakfast option. Recommendations include improving packaging, marketing, and promotion strategies to increase trial and regular consumption.
Segmentation, targeting and positioning strategy for HAFERAnkit Uttam
HAFER is developing a marketing strategy for its new Oat Bran Flakes product. The strategy involves segmenting customers based on geographic, demographic, psychographic, and behavioral factors. The target market will be a concentrated strategy focusing on working couples and kids. HAFER will position the product as both "sweet and healthy" to appeal to kids' tastes but also promote adult health benefits. Communication of these strategies both internally and externally will be key to the product's success.
Team works presentation on "Customer insight toward Breakfast Cereals"
Market Analysis, Customer Needs, Customer insight, Segmentation, Target
University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Customer and Market Dynamics Course (CMD)
This document provides a marketing plan for Kellogg's to introduce a new yogurt-covered granola snack called Yogra Bits. It analyzes the growing market for on-the-go breakfast products and granola snacks. The plan targets families and health-conscious consumers by positioning Yogra Bits as a convenient, tasty, and nutritious snack. It recommends a multi-segment marketing strategy to appeal to various customer groups, such as families with busy lifestyles, kids in activities, and people focused on healthy eating. A SWOT analysis is also included, noting Kellogg's strengths in marketing and worldwide availability while outlining threats from competitors.
This document summarizes research conducted on the Honey Nut Cheerios brand. Primary research included focus groups and an online survey of 40 participants ages 18-24. Secondary research analyzed the brand's history, competitors, and marketing strategies. The research provided qualitative and quantitative insights into perceptions of the product. Key findings include that the target market sees it as a familiar childhood cereal but lacks awareness of mascot Buzz, despite his prominent role in advertising. The research evaluated the cereal's packaging, ingredients, taste, and role in a healthy breakfast.
Drawing upon theories that reconceptualize toys and artifacts as identity texts, this study employs
mediated discourse analysis to examine children’s videotaped writing and play interactions with princess
dolls and stories in one kindergarten classroom.
Bolthouse Farms produces smoothies that are healthy and convenient. However, consumers are unaware of Bolthouse Smoothies in the marketplace. The campaign aims to inform consumers about Bolthouse Smoothies and their role in a healthy lifestyle. Roots Agency plans to accomplish this through an advertising plan that will reach 70% of the target market of women and men aged 25-49 at least four times over the course of a year. [END SUMMARY]
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
The marketing plan aims to increase Quaker Chewy Granola Bar sales by 13.37% and market share by 1% in 2005. Key strategies include a 10 cent price increase for promoted bars, expanding advertising spending to $1 million focused on television, magazines, internet and outdoor media targeting parents and children, and sponsoring sporting events to promote healthy, active lifestyles. The plan aims to strengthen Quaker Chewy's brand positioning through an integrated promotional campaign across multiple channels.
Arctic Home: Coca-Cola and World Wildlife Fund projectmollymalexander
Coca-Cola partnered with the World Wildlife Fund (WWF) in 2011 to launch a campaign to raise awareness and funds to protect polar bears. As part of the partnership, Coca-Cola committed $2 million and agreed to match up to $1 million in consumer donations made through texting codes from product packages. The campaign goals were to raise $1 million for WWF polar bear conservation efforts, increase sales of Coca-Cola products by 5%, and increase awareness of polar bear endangerment and WWF conservation work by 10% by February 2013. The campaign utilized promotional packaging, advertising, in-store displays, and an IMAX film to encourage donations and highlight the threats polar bears face from habitat loss.
Verve Inc. produces Glee Gum, an all-natural chewing gum made from harvested rainforest chicle. The company was founded with the goal of supporting chicle-harvesting communities in Guatemala. Glee Gum uses only natural ingredients and supports environmental and social justice organizations. It aims to increase brand awareness and promote its message of environmental sustainability through advertising, public relations, and partnerships.
The cereal category has seen flat sales growth in recent years due to lack of innovation and changing consumer habits. Cinnamon Toast Crunch, produced by General Mills, has been on the market since 1984 but faces challenges from more popular cereals and changing breakfast trends. Research found that while women like the taste of Cinnamon Toast Crunch, the target audience could be expanded to include busy young professionals who want a convenient breakfast. Qualitative research with women ages 25-34 found that most eat a fast breakfast on weekdays due to busy mornings.
Newman's Own is a food company founded in 1982 by actor Paul Newman and author A.E. Hotchner to produce salad dressings. Today, Newman's Own produces nearly 100 food products across 8 categories and donates all after-tax profits to charity. The company analyzes its product line of salad dressings, which includes popular varieties like ranch and Caesar as well as unique flavors. Newman's Own promotes its philanthropic mission and use of all-natural ingredients. The document provides a breakdown of ingredients in regular, lite, creamy, and organic dressing options to highlight nutritional differences. It also discusses FDA regulations regarding labels like "organic" and "all-natural." Previously, Newman's Own used product labels to
This document summarizes a business development workshop for a beverage dispenser called Tap-It. The workshop covered marketing information like target customer segments, positioning, and competitors. It also discussed operations topics such as suppliers, costs, and critical success factors. The target segments are families with children ages 6-17 and older households without children. The positioning positions Tap-It as an easy-to-use, spill-proof dispenser for kids. Critical success factors include gaining market share each year and using BPA-free materials.
This document provides a digital marketing campaign plan for Innocent Drinks using the RACE framework. It includes a situation analysis with an audience and customer analysis, competitor benchmarking, and a SWOT analysis. Objectives for the campaign include increasing online revenue contribution, acquiring new digital customers, and engaging current customers. Key performance indicators to measure the objectives include increases in website page views, social media engagement rates, and app downloads/interactions. The proposed tactics include search engine marketing, digital advertising, social media marketing, email marketing, optimizing the customer journey and experience on the app and website.
The digital marketing strategy targets women ages 25-50 interested in healthy lifestyles and weight loss to increase sales of Special K products. Social media, blogging, search engine optimization, pay-per-click advertising, and a mobile app will promote Special K's message of healthy living and showcase how their products support this. The six-month, $65,000 per month campaign aims to boost Facebook likes, Twitter followers, and traffic to Special K's website to ultimately grow Special K product sales.
Campbell Soup Company produces and markets food products globally. The document discusses Campbell's mission, history, product lines, current activities including strategies, finances, competitors, and e-commerce initiatives. It performs SWOT and external factor analyses, and recommends long-term strategies of expanding international presence and stabilizing finances through reducing costs and increasing sales. A timeline is provided to implement strategies over the next two years.
Campbell Soup Company produces canned soups and other food products that are sold in over 120 countries worldwide. The company aims to nourish people's lives through convenient and affordable food options. However, Campbell has faced problems as the packaged food market becomes more saturated with competitors. While Campbell's total revenue has remained stable, its net profit has dramatically decreased from 2011-2013. Campbell offers a wide range of soup products, including their Signature soups and premium Reserve soups, as well as beverage brands like V8 juices. The company is working to develop its brands and expand internationally while improving organizational performance.
This document provides an overview and analysis of Newman's Own salad dressing business. It discusses the company's mission and donations over $450 million to charity. It analyzes the product line, marketing strategy of focusing on ingredients instead of labels, and brand positioning. The document also examines industry trends of 4% annual growth, competition from brands like Hidden Valley, and consumer insights into health-conscious "Do-Gooders." A SWOT analysis identifies strengths in charitable donations but weaknesses in limited advertising. It provides recommendations to increase cause marketing and align with consumer health trends.
Krispy Natural is Pemberton's new snack product targeting the healthy consumer market. Pemberton acquired Krispy in 2008, which has 3 production plants in the Southeast US primarily marketing to convenience stores and vending machines. Market testing found high purchase intent and taste preferences for Krispy's portable natural cracker options. Pemberton forecasts $500 million in first year sales and 13% profit from a national rollout, but faces competition risks from brands emphasizing healthier products.
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
Edison Grainery is a family-owned organic ingredients supplier founded in 2011 in Oakland, CA. It has expanded from a small space to facilities totaling 30,000 sq ft while maintaining low prices and a mission of sustainability and affordability. The company sources from around the world and offers a variety of grains, flours, pastas, beans and more. To further growth, a proposed Google AdWords campaign aims to increase brand awareness and online sales of Edison Grainery through targeted keyword advertising. The campaign utilizes seven campaigns and thirteen ad groups focused on popular products like quinoa, grains and beans. Success will be measured by social media growth and increased online sales.
Tim Mason has over 15 years of experience in customer service, sales, and music education. He has strong communication, problem solving, and technical skills. His most recent roles include working as a sales chat representative and technical support agent for Teleperformance, where he received an award for his performance. He aims to provide engaged customer service in fast-paced environments.
Team works presentation on "Customer insight toward Breakfast Cereals"
Market Analysis, Customer Needs, Customer insight, Segmentation, Target
University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Customer and Market Dynamics Course (CMD)
This document provides a marketing plan for Kellogg's to introduce a new yogurt-covered granola snack called Yogra Bits. It analyzes the growing market for on-the-go breakfast products and granola snacks. The plan targets families and health-conscious consumers by positioning Yogra Bits as a convenient, tasty, and nutritious snack. It recommends a multi-segment marketing strategy to appeal to various customer groups, such as families with busy lifestyles, kids in activities, and people focused on healthy eating. A SWOT analysis is also included, noting Kellogg's strengths in marketing and worldwide availability while outlining threats from competitors.
This document summarizes research conducted on the Honey Nut Cheerios brand. Primary research included focus groups and an online survey of 40 participants ages 18-24. Secondary research analyzed the brand's history, competitors, and marketing strategies. The research provided qualitative and quantitative insights into perceptions of the product. Key findings include that the target market sees it as a familiar childhood cereal but lacks awareness of mascot Buzz, despite his prominent role in advertising. The research evaluated the cereal's packaging, ingredients, taste, and role in a healthy breakfast.
Drawing upon theories that reconceptualize toys and artifacts as identity texts, this study employs
mediated discourse analysis to examine children’s videotaped writing and play interactions with princess
dolls and stories in one kindergarten classroom.
Bolthouse Farms produces smoothies that are healthy and convenient. However, consumers are unaware of Bolthouse Smoothies in the marketplace. The campaign aims to inform consumers about Bolthouse Smoothies and their role in a healthy lifestyle. Roots Agency plans to accomplish this through an advertising plan that will reach 70% of the target market of women and men aged 25-49 at least four times over the course of a year. [END SUMMARY]
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
The marketing plan aims to increase Quaker Chewy Granola Bar sales by 13.37% and market share by 1% in 2005. Key strategies include a 10 cent price increase for promoted bars, expanding advertising spending to $1 million focused on television, magazines, internet and outdoor media targeting parents and children, and sponsoring sporting events to promote healthy, active lifestyles. The plan aims to strengthen Quaker Chewy's brand positioning through an integrated promotional campaign across multiple channels.
Arctic Home: Coca-Cola and World Wildlife Fund projectmollymalexander
Coca-Cola partnered with the World Wildlife Fund (WWF) in 2011 to launch a campaign to raise awareness and funds to protect polar bears. As part of the partnership, Coca-Cola committed $2 million and agreed to match up to $1 million in consumer donations made through texting codes from product packages. The campaign goals were to raise $1 million for WWF polar bear conservation efforts, increase sales of Coca-Cola products by 5%, and increase awareness of polar bear endangerment and WWF conservation work by 10% by February 2013. The campaign utilized promotional packaging, advertising, in-store displays, and an IMAX film to encourage donations and highlight the threats polar bears face from habitat loss.
Verve Inc. produces Glee Gum, an all-natural chewing gum made from harvested rainforest chicle. The company was founded with the goal of supporting chicle-harvesting communities in Guatemala. Glee Gum uses only natural ingredients and supports environmental and social justice organizations. It aims to increase brand awareness and promote its message of environmental sustainability through advertising, public relations, and partnerships.
The cereal category has seen flat sales growth in recent years due to lack of innovation and changing consumer habits. Cinnamon Toast Crunch, produced by General Mills, has been on the market since 1984 but faces challenges from more popular cereals and changing breakfast trends. Research found that while women like the taste of Cinnamon Toast Crunch, the target audience could be expanded to include busy young professionals who want a convenient breakfast. Qualitative research with women ages 25-34 found that most eat a fast breakfast on weekdays due to busy mornings.
Newman's Own is a food company founded in 1982 by actor Paul Newman and author A.E. Hotchner to produce salad dressings. Today, Newman's Own produces nearly 100 food products across 8 categories and donates all after-tax profits to charity. The company analyzes its product line of salad dressings, which includes popular varieties like ranch and Caesar as well as unique flavors. Newman's Own promotes its philanthropic mission and use of all-natural ingredients. The document provides a breakdown of ingredients in regular, lite, creamy, and organic dressing options to highlight nutritional differences. It also discusses FDA regulations regarding labels like "organic" and "all-natural." Previously, Newman's Own used product labels to
This document summarizes a business development workshop for a beverage dispenser called Tap-It. The workshop covered marketing information like target customer segments, positioning, and competitors. It also discussed operations topics such as suppliers, costs, and critical success factors. The target segments are families with children ages 6-17 and older households without children. The positioning positions Tap-It as an easy-to-use, spill-proof dispenser for kids. Critical success factors include gaining market share each year and using BPA-free materials.
This document provides a digital marketing campaign plan for Innocent Drinks using the RACE framework. It includes a situation analysis with an audience and customer analysis, competitor benchmarking, and a SWOT analysis. Objectives for the campaign include increasing online revenue contribution, acquiring new digital customers, and engaging current customers. Key performance indicators to measure the objectives include increases in website page views, social media engagement rates, and app downloads/interactions. The proposed tactics include search engine marketing, digital advertising, social media marketing, email marketing, optimizing the customer journey and experience on the app and website.
The digital marketing strategy targets women ages 25-50 interested in healthy lifestyles and weight loss to increase sales of Special K products. Social media, blogging, search engine optimization, pay-per-click advertising, and a mobile app will promote Special K's message of healthy living and showcase how their products support this. The six-month, $65,000 per month campaign aims to boost Facebook likes, Twitter followers, and traffic to Special K's website to ultimately grow Special K product sales.
Campbell Soup Company produces and markets food products globally. The document discusses Campbell's mission, history, product lines, current activities including strategies, finances, competitors, and e-commerce initiatives. It performs SWOT and external factor analyses, and recommends long-term strategies of expanding international presence and stabilizing finances through reducing costs and increasing sales. A timeline is provided to implement strategies over the next two years.
Campbell Soup Company produces canned soups and other food products that are sold in over 120 countries worldwide. The company aims to nourish people's lives through convenient and affordable food options. However, Campbell has faced problems as the packaged food market becomes more saturated with competitors. While Campbell's total revenue has remained stable, its net profit has dramatically decreased from 2011-2013. Campbell offers a wide range of soup products, including their Signature soups and premium Reserve soups, as well as beverage brands like V8 juices. The company is working to develop its brands and expand internationally while improving organizational performance.
This document provides an overview and analysis of Newman's Own salad dressing business. It discusses the company's mission and donations over $450 million to charity. It analyzes the product line, marketing strategy of focusing on ingredients instead of labels, and brand positioning. The document also examines industry trends of 4% annual growth, competition from brands like Hidden Valley, and consumer insights into health-conscious "Do-Gooders." A SWOT analysis identifies strengths in charitable donations but weaknesses in limited advertising. It provides recommendations to increase cause marketing and align with consumer health trends.
Krispy Natural is Pemberton's new snack product targeting the healthy consumer market. Pemberton acquired Krispy in 2008, which has 3 production plants in the Southeast US primarily marketing to convenience stores and vending machines. Market testing found high purchase intent and taste preferences for Krispy's portable natural cracker options. Pemberton forecasts $500 million in first year sales and 13% profit from a national rollout, but faces competition risks from brands emphasizing healthier products.
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
Edison Grainery is a family-owned organic ingredients supplier founded in 2011 in Oakland, CA. It has expanded from a small space to facilities totaling 30,000 sq ft while maintaining low prices and a mission of sustainability and affordability. The company sources from around the world and offers a variety of grains, flours, pastas, beans and more. To further growth, a proposed Google AdWords campaign aims to increase brand awareness and online sales of Edison Grainery through targeted keyword advertising. The campaign utilizes seven campaigns and thirteen ad groups focused on popular products like quinoa, grains and beans. Success will be measured by social media growth and increased online sales.
Tim Mason has over 15 years of experience in customer service, sales, and music education. He has strong communication, problem solving, and technical skills. His most recent roles include working as a sales chat representative and technical support agent for Teleperformance, where he received an award for his performance. He aims to provide engaged customer service in fast-paced environments.
El capítulo describe las diferentes formas de gobierno, incluyendo democracia, aristocracia y monarquía. Explica que cuando se establece un poder soberano, no puede haber otro representante del mismo pueblo. También advierte que la democracia y la aristocracia pueden conducir a guerras civiles si no se manejan correctamente.
El documento describe el contexto político en Europa después de las guerras napoleónicas y el Congreso de Viena de 1815. Las potencias europeas intentaron restaurar el absolutismo y el Antiguo Régimen, pero surgieron nuevas fuerzas como el liberalismo y el nacionalismo que combatieron este orden. Esto llevó a oleadas revolucionarias en la década de 1820 y la revoluciones de 1830 y 1848 que sacudieron el continente en demanda de derechos y gobiernos constitucionales.
Alufoil Products Pvt. Ltd., Kolkata, Container And Casserole Making Machineindiamartsupplier
Alufoil Products Pvt. Ltd., are a Private Limited Company, engaged in Manufacturing, Exporting and Supplying of the best quality Container Making Machine, Casserole Making Machine, Foil, Stick Gum Wrapper, Shoe Polish Lids, Laminated Foil And Mewa Bites Wrapper, Aluminium Bottle Neck Labels, Aluminium Foil, etc.
Melanie Fundanish is an experienced executive administrative professional with over 33 years of experience supporting senior executives. She has a proven track record of managing calendars, travel, events, projects and providing comprehensive administrative support. Her areas of expertise include documentation, strategic planning, meeting planning, problem solving and teamwork. She is skilled in time management, financial tasks and interpersonal communication. She holds a graduate degree and is proficient in various software programs.
Pulp Fiction is a 1994 crime film directed by Quentin Tarantino. The film uses a nonlinear storyline and intertwines several plot lines. It follows the adventures of two mob hitmen, a boxer, a gangster's wife, and a pair of diner bandits in Los Angeles.
Los hombres son iguales por naturaleza, lo que lleva a la desconfianza y la guerra. Además, los hombres no disfrutan de reunirse y hay tres causas principales de discordia: la competencia para lograr un beneficio, la desconfianza para lograr seguridad y la búsqueda de gloria para ganar reputación.
Streamer Viewer is a tool for viewing live video streams. It allows users to watch live streams and provides curation functionality to organize different live streams. The tool was created by Gordon Mangum at MIT and can be accessed on the web at www.deepstream.tv or by contacting the creator via email or Twitter.
Risposta al Buffone "Corso Venditore Vincente Frank Merenda Posta Power Falli...MaurizioRatti
Visto che il Buffone che ha creato queste Slide, che provvederò a querelare:
http://www.slideshare.net/Marcus2023/frank-merenda-posta-power-fallimento-venditore-vincente?qid=80533326-dba2-4a6b-b83e-e4ac7b95bee3&v=default&b=&from_search=4
Ha scritto falsità e continua a cancellare il mio commento, lo riporto qui:
Ad un anonimo marcus2023 non mi andrebbe neanche di rispondere. Ma in questo caso mi vedo chiamato in causa in quanto io Maurizio Ratti sono stato titolare, Amministratore e oggi, liquidatore, della Posta Power Monza s.r.l. citata sopra.
Chiarisco che tale società è una S.r.l. autonoma, in liquidazione (e a breve definitivamente chiusa) che non ha nessuna quota/partecipazione (anche indiretta o per terza persona) con Frank Merenda e tantomeno con Venditore Vincente.
Quindi chi scrive il post di cui sopra risulta malamente informato (basta vedere un camerale alla camera di commercio, che è pubblico) o, come credo, palesemente in malafede.
We manufacture LED products for various applications like street light, Passage light, Small area lighting etc. We use world class LED & reliable LED drivers to make our product excellent in all respects. For more details visit: www.thriamled.com
This document discusses childhood obesity and focuses on three main issues - individual responsibility versus government policy, nutritional value of foods, and marketing tactics. It notes that one serving of ketchup contains 14g of sugar, 160mg of sodium, and 7g of fat. Food companies utilize appealing commercials that present products as bringing happiness. The document calls for policies that regulate junk food ingredients, remove high fructose corn syrup from the American diet, and reduce food company influence on children's food choices.
The PR campaign aims to increase awareness of sugar's harmful effects and obesity rates in Pennsylvania schools and communities. Tactics include educational school assemblies, distributing brochures and t-shirts, a mobile app, and a news release. Success will be evaluated based on pre/post surveys, sign-ups for advocacy groups, and potential policy/program changes by Fall 2016. The campaign targets multiple audiences and carefully aligns tactics to objectives to effectively educate students, parents, and health experts on sugar's impacts.
This document discusses McDonald's struggles with its image and sales in various countries due to concerns over childhood obesity. It provides details on:
- Global reactions and regulations against fast food advertising aimed at kids.
- McDonald's responses including changing menus, ads, and promotions to focus on healthier options.
- Mixed results with some sales suffering initially but recovering later as McDonald's adapted.
- Criticism from figures like Prince Charles that McDonald's contributes to obesity trends.
Growing rates of childhood obesity in the US and Europe prompted Disney to reconsider its food licensing strategy. Disney conducted research and found a gap between healthy foods kids wanted and what parents bought. To address this, Disney established nutritional guidelines, phased out unhealthy foods, and began licensing its characters to Imagination Farms to promote fruits and vegetables. However, Disney faced risks such as pricing, legacy expectations, and competition from other brands also promoting healthier foods to children.
Disney faced criticism for contributing to childhood obesity through unhealthy food marketing. In 2004, Disney Consumer Products underwent a transition to focus on marketing nutritious foods to children. They developed new food products that met FDA nutritional guidelines and appealed to both children and parents. Disney believed their popular brand could help promote healthier eating habits. They aimed to provide leadership to the food industry and find win-win solutions for families and their business through socially responsible marketing practices.
OuterBrand, LLC has developed a brand identity for 500Cal. This is the brand style guide that was created for 500Cal franchise. The style guide talks about the brand development in various stages of development. The guide is broken down into 3 different sections, Research, Development and Implementation.
500Cal is a fast food franchise that OuterBrand, LLC had an opportunity to brand. During the branding process we focused on brand positioning, brand engagement and the brand voice.
Please view the 500Cal brand guide.
Fiona Watson's presentation on the Food Foundation's work towards a UK Food-EPI exercise,10 February 2016.
Audio: https://goo.gl/WMFWhp
More info: http://foodfoundation.org.uk/activities/projects/
- The document discusses obesity and McDonald's role. It provides background on McDonald's history and size. It also discusses the link between fast food and rising obesity rates, especially among children. Governments and health advocates have pressured McDonald's to make changes.
- McDonald's has responded by adding healthier options to menus in some countries and using campaigns with characters like Ronald McDonald to promote nutrition and exercise. However, critics still argue fast food advertising targeting children and large portions contribute to obesity. Ongoing debate exists around regulating fast food marketing and addressing obesity worldwide.
The document discusses food marketing practices targeted at children. It finds that while some improvements have been made, food companies are still promoting unhealthy foods to children through various means. Specifically, it notes a shift towards targeting teens online through social media sites. It also uncovered new marketing trends like viral videos, mobile promotions, and using licensed characters. The document calls for stronger regulations and industry standards to curb irresponsible food marketing to children.
The document proposes a new advertising campaign to target children ages 5-11 and revitalize sales of Skippy peanut butter. The campaign would use a circus theme featuring circus character mascots. Advertising would utilize TV, magazines, outdoor displays, grocery store promotions, online games and banners, and an elementary school art curriculum. The goal is to make Skippy a fun brand for children and create lifelong customers as the children grow up.
The document discusses the impact of U.S. marketing and advertising on childhood obesity. It notes that 1 in 3 children are overweight or obese, and the medical costs associated with treating childhood obesity are high. The Federal Trade Commission and other government agencies have proposed guidelines to limit food marketing to children. However, many restaurant chains still market unhealthy meals to kids. The document also discusses Subway's marketing strategies to children and their corporate social responsibility programs promoting healthy eating and physical activity.
The document discusses the issue of childhood obesity. Some key points made include:
- Nearly 1 in 3 American children ages 2-9 are overweight or obese, putting them at higher risk for health problems.
- Being overweight as a child often leads to weight issues as an adult.
- Goals to address childhood obesity include promoting healthy eating, physical activity, and less screen time.
- However, efforts to address childhood obesity through school programs have faced challenges, as parents and children resist healthier options due to preferences for fatty and processed foods. Sustainable solutions are needed that can actually effect positive change for children.
The document discusses marketing of unhealthy cereals to children. A study found that cereals marketed to children have much higher sugar, lower fiber, and more sodium than cereals marketed to adults. However, the author argues that cereal companies do not force parents to buy or feed these cereals to children. Rather, the problem lies with parents who purchase these nutritionally poor cereals and feed them to their children without understanding basic nutrition. The solution is for parents to educate themselves on nutrition and make informed choices about the foods they buy and feed their families.
Disney consumer products marketing nutrition to childrenNitya Joshi
Disney faced issues with promoting unhealthy food to children. It decided to introduce nutritious product lines by filling gaps in its portfolio. Disney evaluated its existing products against a 1800 calorie nutrition model. It would retain some product lines, reform others, and remove some. Disney partnered with brands like Imagination Farms and Kroger using different marketing models to introduce these changes and target both children and parents. Surveys showed filling gaps in choices and positioning products as fun would satisfy both groups. Disney aimed to build credibility around nutrition through these strategic changes to its food products and partnerships.
This document discusses the growing problem of childhood obesity in the US. Some key points:
- 1 in 3 children born in 2000 will become obese, putting them at risk for various health issues.
- Factors contributing to obesity include reductions in PE, increased fast food consumption, and predatory food marketing targeting kids.
- Federal laws and school programs have attempted to address the problem, but lobbying efforts have watered down reforms.
- Empowering youth leadership and developing a sense of agency in young people is important for effective solutions. Groups like Youth L.E.A.D. in Miami provide models for empowering youth around health and wellness issues.
- Childhood obesity rates in Australia are high, around 20-25% of children are overweight or obese, and energy consumption has increased.
- Most food advertisements during programs watched by children are for unhealthy foods high in energy but low in nutrients. Various marketing techniques target children online and through packaging as well.
- The current co-regulation system in Australia involves government bodies setting standards and codes that the food industry is meant to comply with voluntarily. However, these codes do not adequately restrict all forms of marketing to children.
Disney Consumer Products: Marketing Nutrition to ChildrenShalin Mayank
This document summarizes Disney Consumer Products' efforts to market more nutritious foods and beverages to children given criticism over contributing to childhood obesity. It discusses:
1) Disney facing criticism for branded foods high in sugar and calls to provide healthier options.
2) In 2006, Disney established nutritional guidelines to control sugar, fat and additives in licensed products and introduced new "Better For You" foods.
3) Disney took three approaches - offering already healthy foods, making healthy foods more fun, and inspiring product sampling through packaging.
I. Introduction
Define ethics, ethics in business and the important of ethics in business context
II. Background of the business
Introduce to McDonald’s
III. Case Outline
The case of unhealthy ingredients
IV. Stakeholder (Direct and indirect)
The people affected by the issue directly and indirectly
V. Key Ethical Issue
Consequences from this issue
VI. Ethical Analysis
Ethical analysis on alternative reasons behind the occurrence of the issue
VII. Recommendation
Our comments and suggestions to McDonald’s , the US government and consumers
1. General Mills, Inc.
15200 Industrial Park Blvd NE
Covington, GA 30014
Ken Powell
General Mills, Inc.
Number One General Mills Blvd
Minneapolis, MN 55426
Dear Mr. Powell,
In this report, you will find the information you requested, to evaluate our situation with
the issue of child obesity. We have also provided you five solutions along with our four
criteria that we evaluated our solutions with.
Our criteria assessed several prominent segments that will help us handle the issue of
child obesity. To help you make your decision on this issue: child marketing, our
nutrition standards, our image and our company’s profitability.
In order to make a change, we have provided these five solutions that we heavily believe
will turn our company’s current image and profits around. We are one of the largest
cereal providers in the world, and in order to continue our current standings, we must
evolve.
By researching how obesity in America is affected by our advertisements and how
America’s youth is leading an unhealthy lifestyle, we realized the changes that could be
made to further our company’s success. The implementation of these changes could not
only increase our company’s profits but our image as well.
We appreciate your faith in our committee to research to create five solutions that can
serve as a guide for our company to move forward, and serve as a positive role model for
American consumers, and other companies.
We will be happy to answer any questions our methods or the processes that would have
to be put into place if our solutions were implemented. Please contact us at (847) 234-
5678 or email us at ObesityCommittee@GerenalMills.com. We look forward to
discussing starting a solution in order to improve our company.
Sincerely,
General Mills Child Obesity Research Committee
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2. Executive Summary
General Mills is one of the leaders in cereal production. Our company is the face of child
cereal brands, which makes us responsible to establish a healthy lifestyle. However,
General Mills has failed to market healthy, low-sugar cereals to children. Obesity has
become a major issue in the United States, and our company is not helping the the current
situation. Our mission is to be a positive role model for children and their families.
In order to improve the health and quality of life for our customers and the image of our
company, serious action needs to be taken. The following solutions have been suggested
among General Mills Obesity Committee, to ensure that the marketing and health issues
will not impede on General Mills success. The possible solutions have been deliberated
under the following criteria: brand loyalty, nutritional standards, ethical marketing and
competition with other brands.
Our solutions are:
1. Maintain our current practices: The last quarter, our company was leading in our sales,
but cereal production has been declining over the past few years. If we are to keep up
with our current production standards, maintaining our current practices could be a viable
solution.
2. Stop marketing to children: Will eliminate the ethical problem of using children to gain
profits and instead broaden our spectrum of marketing to adults. This will help improve
our company’s image.
3. Parent education program: Just because the product is on the shelf does not mean
parents and guardians have to purchase them. This solution educates caregivers on what
they are putting on the table and how it can positively or negatively affects their children.
It informs adults of the health information in a quick and easy way online.
4. Establish a healthy campaign: The “Go Big G” campaign will be implemented by
displaying the mascots of cereal brands running, playing sports, and being active. The
“Go Big G” campaign will be plastered across cereal boxes. By doing so, children will
be influenced that being active is an important part of a healthy lifestyle.
5. Lower the sugar content: Over time, the importance of health and the movement of
health awareness has become more apparent. With this solution, we would be eliminating
the sugars in cereals over the daily recommendation for children ages 4-8 years old. By
doing this, we will be able to appeal to the new movement of healthy living.
Based on these possible solutions, we recommend that we lower the sugar content in our
cereals over 12g per serving. By doing this, we will be able to make our products
healthier, while still fulfilling each of our criteria- staying faithful to our brand,
maintaining nutritional standards, marketing ethically, and being able to compete with
other brands.
2
3. General Mills and childhood obesity
I. History/background of Company
A. Overall History
1. Started with two flourmills in the 1860’s- Washburn formed the
Minneapolis Milling Company in 1856
2. People said demand for flour in the midwestern spring wheat would
never match what Washburn’s company could supply
3. Within five years, half of Minneapolis’ milling capacity was wiped out
due to a flour dust explosion
B. History with cereal production
II. Public Image
A. Diversity
1. Networks within the corporation
a. American Indian Council
b. Asian heritage Network
c. Lesbian, Gay, Bixsexual, Transsexual (LGBT) Network
d. ... & more
2. 19.4% of employees are minorities
B. Integrity
1. Ethics and compliance group
2. Work Environment
a. Fortune Magazine’s “100 Best Companies to Work For”
b. Financial Time’s “United Kingdom’s 50 Best Workplaces”
c. Canada’s Great Place to Work Institute’s “Top 75 Best
Workplaces”
3. Global
a. 6th
largest food company
b. Sells to over 100 countries
c. Offices or manufacturing facilities in over 30 countries
III. Financial Background
A. Company has improved since the recession
1. Packaged food company’s benefit
2. Stock fallen 26%- not nearly as bad as other companies
3. More families stay home and cook
B. Ingredients
1. Costs for ingredients and energy rise 5%
2. Company expects cost of inflation 7%
C. Media spending increase
1. Advertising and media spending 33% increase
2. Yoplait light sales grew
3. Meal kits- easy and affordable for families
IV. History of Obesity
A. Obesity in America
1. Lowest Percentage State- Colorado- 20.7%
2. Highest Percentage State- Mississippi- 34.9%
3
4. B. Childhood Obesity
1. Increase over time
a. 5% in 1976-80 to 13.9% (2003-04)
b. Since 1967, ages 6 to 11, percentage went from 5 to 14%
c. Since 1967, ages 12 to 19, percentage went from 5 to 17.1%
2. 2003
a. Highest Percentage State- West Virginia- 20.9%
b. Lowest Percentage State- Utah- 8.5%
3. 2005
a. Highest Percentage State- Kentucky- 38.2%
b. Lowest Percentage State- Colorado- 21.9%
4. 2007
a. Highest Percentage State- Mississippi- 44.4%
b. Lowest Percentage States- Minnesota and Utah- 23.1%
C. Trends in Preschoolers
1. 1 in 8 are obese
2. 5 times more likely to be obese as adults
D. Recent Trends
1. Rates are at a record high
2. Recent risks of type 2 diabetes
E. Trends Related to Sugary Cereals
1. Ingredients
a. More sugar leading to more calories
2. Children’s small allowance for calories from sugars
a. 12 grams from sugars/day
3. Example of General Mills
a. Wheaties Fuel- contains more sugar than the 18 grams packed
into a Twinkie
V. How cereal relates to a healthy lifestyle
A. Statistics on cereal production
1. Obesity among children aged 6 to 11 has more than doubled
in the past 20 years, going from 6.5% in 1980 to 17% in 2006.
2. Kids who ate more cereal got more vitamin D, B-3, B-12
3. The study finds that cereals marketed to kids have 85 percent more
sugar, 60 percent more sodium and 65 percent less fiber than
those aimed at adults.
B. How much cereal children eat
1. 31% of Americans eat breakfast
2. Regularly eating cereal for breakfast is tied to healthy weight for
kids
C. Other contributors to obesity
1. Not eating breakfast in general creates a higher risk for obesity
VI. History of government involvement with focus on children
A. How America feels
1. More serious than smoking
2. Concern has increased
4
5. B. Government Implications
1. Both parties agree that obesity is issue
2. Divide in how to handle issue
3. Dietary guidelines created
4. Children’s Television Act
C. Self-Regulation
1. Children’s Food and Beverage Advertising Initiative
2. Children’s Advertising Review Unit
D. How General Mills feel about regulations
1. System is flawed
2. Failed pledges
VII. Advertising
A. Nutritional Ads
1. General Mills has guidelines for healthy dietary choices and
sugar guidelines
2. Must contain 175 calories or less per labeled serving and less than 12
grams or less of sugar per serving
3. Not marketed to children under the age of 12
B. Strict guidelines
1. No product advertising or marketing to children in K-12 schools
or school settings.
2. Children in advertisements must be active
3. General Mills website targeting children, includes a 30- minute activity
break
C. Advertising to children
1. General Mill’s Policy
a. Evaluating advertisements
b. No child social networking advertisements
2. Social Networking scandals
a. Had to shut down our websites
b. Make sure to keep watch in future
3. General Mills’ Child Advertising Campaigns
a. Decreased website ads
b. Heavily market cereal
4. Misplaced Advertising
a. Targeting healthy cereals to parents, sugar to adults
b. Should look into marketing healthy cereal to children
D. Change in Marketing from Children to Parents
1. Marketing to Children
a. Stressing the importance of breakfast
b. Specific cereals: Trix, Cocoa Pebbles, and Lucky Charms
2. Marketing to Parents
a. Mission statement
1. “Live healthier, easier, and richer. Nourishing Lives”
2. Nutrients
5
6. a. Vitamins
b. Minerals
c. “Key Essential Nutrients”
d. Fiber
e. Less fat & Cholesterol
b. Social Networking
1. Twitter
2. Facebook
3. Instagram
4. Web site
VIII. Nutrition
A. 31% of Americans eat cereal for breakfast
B. Many Americans are consuming too much sugar in cereal
C. Many cereals advertised or found as healthy has just as much or more sugar
than Fruity Pebbles
IX. Parent Groups
A. Aware of marketing on T.V. and in magazines, but not aware of marketing in
other areas
1. Parents angry that some foods look fun
2. Some parents like that family is idealized
3. Parents unaware of the hidden marketing strategies
4. Parents recognize and applaud companies that improve nutrition of
product
5. Believe company is making money off children
X. Long term/short term
A. More Sugar
B. Genetically Modified Organisms
C. Effects
1. Weight gain
2. Disease
a. Type II diabetes
3. Unhealthy lifestyle
4. Elevated blood pressure
XI. Consumer demand
A. General Mills
B. Best Selling Brand
1. Cheerios
C. Healthy Cereals
XII. Criteria
A. Brand Loyalty
B. Nutrition
C. Ethical Marketing
D. Competition with Other Brands
XIII. Potential solutions
A. Stop marketing to children
1. Focus on marketing to parents
6
7. 2. Ethical reasons market only nutritional cereals
3. Nutrition reduce risk of childhood obesity
4. Brand Loyalty does not apply to solution
5. Competition with other brands advertise children being more active in
commercials
6. Focusing on marketing to parents/adults
7. Ethical reasons help reduce our impact on childhood obesity
B. Maintain Current Practices
1. Brand Loyalty
a. Keeping our same product would make us loyal
2. Nutrition
a. Have not delivered on promises
3. Ethical Marketing
a. Our company is not doing as well
b. Need to market
c. Not delivering on pledges
4. Competition with other brands
a. Cereal brands not doing well
b. Lead with profits in last quarter
c. Changing cereal could change that
5. Conclusion
a. Not following through on promises
b. Change must be made
C. Program to Educated Parents and Guardians
1. Proposed Solution
2. Fit to criteria
a. Loyalty to Brand
b. Nutrition
c. Ethical Marketing
d. Competition with Other Brands
D. Healthy campaign
1. Promoting a healthy lifestyle
a. Activity- playing sports & exercise
b. Eating nutritious food- balanced diet with General Mills
cereal
2. Labeled on boxes, commercials, General Mills website (various media
outlets).
3. Advertisements will show the cereal “mascot” being active
a. Example: Trix the rabbit running, Tony the Tiger jumping,
Captain Crunch playing soccer, etc.
b. Any advertisement will promote some type of activity.
E. Lower sugar content
1. Proposed Solution
a. Change- new standard is 12g or under
b. Children ages 4-8 only allowed 12g of sugar per day
c. 7 brands over 12g
7
8. 2. Competitors’ Efforts
3. Strategy
4. Fit to Criteria
a. Faithfulness to the brand
b. Nutrition
c. Ethical Marketing
d. Competition With Other Brands
XIV. Our Recommendation
8
9. ("Google Images", 2013, “General Mills” history".)
“Google Images “, 2013, “General Mills”
General Mills: History
General Mills started in 1856 when
Cadwallader C. Washburn formed the
Minneapolis Milling Company and leased
the rights to milling operators. Ten years
later he built his first flour mill near the
falls of St. Anthony, Minneapolis. Critics
at first said that “The demand for flour
from Midwestern spring wheat would never
match what Washburn’s company could
supply”(General Mills, 2013, para. 1).
Washburn thought differently though and was determined to expand production. He even
opened up a second larger factory in 1874 after even more criticism. Washburn also
started using new state of art equipment to produce his flour making it higher quality.
From that point on Washburn strived to become the best producer and seller of flour in
America.
He accomplished his goal in 1880 “when he entered a finest flours in competition at the
first International Millers’ Exhibition in Cincinnati, Ohio, winning the gold, silver and
bronze medals”(General Mills, 2013, para. 5). finally proving to everyone that he had the
best flour in the world.
Our first big boom of cereal production started in 1941 with “Cheeri Oats”. The process
took “months of trial and error to figure out how to “puff” the oats we used into a shape
which, since then, has delivered good times and whole grain nutrition to lots of kids,
adults and families”(Cheerios, 2013, para. 2). Through the years we have come a long
way “Our mission is to nourish everyone by making lives healthier, easier and richer” has
never changed (Cheerios, 2013,para. 1).
In recent news we have made massive
strides in expanding “General Mills
manufactures its products in 15 countries
and markets them in more than 100
countries. The Company's joint ventures
manufacture and market products in more
than 130 countries and republics
worldwide” (General Mills Inc, 2013, para.
1).
This is just another example of how we
push ourselves to give the best quality service possible. “The company belongs to the
Fortune 500, and it is well known as a good place to work, with excellent benefits and
policies which promote the hiring of women and minorities”(Wise Geek, 2013, para. 5).
We have always stood by our values of “Nourishing Lives, Nourishing Communities,
9
10. Nourishing the Future”(Cheerios, 2013, para. 1). These values have always been with us
from the beginning and will forever continue to be.
Public Image
Diversity
In the eye of the public, our firm actually has a strong image and looks like a very
professional, caring company that people want to buy from. First off, we are known to be
diverse and hire diverse employees. We pride ourselves in having our products “apply to
as broad a customer base as possible” (General Mills: Breakfast, Lunch and Dinner,
2012, Pg. 1). We do this by many strategies.
For one, in 2010, we “reached its highest diverse employment rates since the
corporation’s birth” with “19.4% of all General Mills employees as minorities” (General
Mills: Breakfast, Lunch and Dinner, 2012, Pg. 2). We are also a part of many ranking
lists showing its efforts with diversity, some being “Best Companies for Multicultural
Woman”, “Best Places for LGBT Employees”, “50 Best Companies for Latinas”, and
more (General Mills: Breakfast, Lunch and Dinner, 2012, Pg. 2).
(“Google Images”, 2013, “General Mills diverse employees”.)
Excellent Workplace
We are also known to be an excellent workplace that values their employees and
customers. We have a fair attitude towards their employees. For example, we have great
employee recognition. Our firm has a company blog that highlights good work by
employees (General Mills: Breakfast, Lunch and Dinner, 2012, Pg. 5). By doing this, we
have increased employee moral, which resulted in the employees continuing to do the
work they’ve been doing because they feel wanted and needed.
Because of their employee relations, our company has been listed on things such as
Fortune Magazine’s “100 Best Companies to Work For”, Financial Time’s “United
10
11. Kingdom’s 50 Best Workplaces, and Canada’s Great Place to Work Institute’s “Top 75
Best Workplaces” (General Mills: Breakfast, Lunch and Dinner, 2012, Pg. 5).
Global Presence
As a company, we look good to the public because we are so well recognized since we
are a globally known company. “General Mills is the world’s 6th
largest food company
and sells its products to over 100 countries” (General Mills: Breakfast, Lunch and
Dinner, 2012, Pg. 7). By being this recognized, we look good to the public, we are well
known and if we weren’t doing well as a company, then we wouldn’t be so large of a
corporation.
We also support other brands internationally. As a company, we support brands in
countries such as the United Kingdom, Venezuela, Argentina, China, and others (General
Mills: Breakfast, Lunch and Dinner, 2012, Pg. 7). By doing this, we are getting our name
out there and becoming more known to potential and current customers.
Financial Background
General Mills Success
General Mills is a company that has been
growing over the years. When other companies
struggled, General Mills thrived throughout the
recession. The recession was regarded a
blessing to the General Mills stock (Cohn 2009,
par. 2).
The recession meant that more families stayed
in to cook, and the number of families going out
to eat decreased. Families ate more meals in,
which meant that packaged food companies
benefited. The marketer of cheerios, Pillsbury,
Yoplait and Betty Crocker has become a
stalwart of the Great Recession, thanks to
increased spending, but also product innovation
and its ability to capitalize on the trend toward
in-home eating (York 2010 par. 2). The fact
that individuals are not eating out as much and
are utilizing products in the U.S. food
industry improves General Mills financial
status.
11
(“Google Images,” 2013, “General Mills meal kits.”)
12. Recovering in Sales
The company’s stock decreased similar to other companies, but it was not as bad as most
companies, and General Mills was able to recover from the 26% decrease in stock (Cohn
2009, par. 4).
General Mills was able to recover due
to quality advertising. They increased their
Advertising and media spending
33% (York 2010, par. 2). Now Yoplait light sales grew, due to the promotions on healthy
yogurt, and the side dishes and main dishes meal kit sales increased. It is easy for
families to spend money on a meal kit, rather than going out (York 2010, par. 2).
History of Obesity
Obesity in America
Obesity has been a problem in the U.S. in the past, but has been especially problematic
within the past few years. For example, just two years ago in 2011, every state had an
obesity rate over 20% (Trogdon, Finkelstein, Feagan, & Cohen, 2012, Figure 2). This
figure is shocking- it means that 1 out of every 5 people in America are obese, or have a
body mass index (BMI) of 30 or higher.
The state with the lowest percentage obesity in America is Colorado with a percentage of
20.7%, and the highest being Mississippi, with a percentage of 34.9% (Trogdon, et al.,
2012, Figure 2). This is a problem, because in Mississippi, it means that over 1 in 3
people are obese.
Childhood Obesity
Child obesity is another serious issue, because it means that our future is going to have
more obese individuals if the trend continues. Childhood obesity has also been on the rise
in the past few years. In 2003, the lowest percentage state of children in America with
obesity was Utah with 8.5% and the highest was West Virginia with 20.9%. (Ogden, et
al., 2013, Figure 4).
12
(“Google Images,” 2013, “General mills.”)
13. These percentages increased
dramatically just four years later in
2007, with the lowest percentage
state of U.S. adolescents with obesity
being Utah and Minnesota (tied)
with 23.1% and the highest being
Mississippi with 44.4%. In just four
years, the state with the highest
percentage of children with obesity
in 2003 was still less than the lowest
percentage state in 2007.
Another 2013 study showed that
obesity is prevalent in children as
young as the pre-school age. The figures showed that 1 in 8 pre-school children are obese
in the U.S. today (Office, 2013, Figure 1). The increase of children with obesity is a huge
problem that needs to be taken control of.
Recent Trends
As seen in the studies related to obesity in America and obesity in children, the rates of
obesity are rising at a surprisingly high rate. Studies have shown that “obesity rates are at
a record high” and “children continue to be inundated with marketing for foods high in
fat, sugar, salt and calories” (Campaign, n.d., Para. 1).
It has also been noted that the recent trends of the increase in obesity rates have resulted
into more health problems, a serious one being type-2 diabetes (Campaign, n.d., Para. 3).
The recent trends of the obesity rate increase is leading to more health problems and is
one of the reasons why it needs to be lowered.
Obesity Trends Related to Sugary Cereals
The obesity rate has increased for many reasons, with sugary cereals being one. It has
been seen that, “ready-to-eat cereals are the fourth biggest source of added sugars in
Americans’ diets, behind sugary drinks, desserts, and candy” (Wootan et al., 2012, Para.
5). The sugar in cereals is a contribution to obesity, especially in children, since “children
ages 4 to 8 years old have a small allowance for calories from added sugars, about 12
grams per day” (Wootan, et al., 2012, Para. 5).
Here at General Mills, one of our cereals, “Wheaties Fuel”, has over 18 grams of sugar in
a single serving (Torrisi, 2011, Para. 2). The amount of sugar in this type of cereal is 6
grams over the serving that young children should have in a day- and is only for one
meal.
Other cereals that we have that have 12 grams or more of sugar include Basic 4 (13g),
Fiber One Frosted Shredded Wheat (12g), Fiber One Nutty Clusters and Almonds (12g),
13
(“Google Images”, 2013, “Percentage of children who are
overweight or obese”.)
14. Fiber One Raisin Bran Clusters (14g), Oatmeal Crisp Crunch Almond (16g), Oatmeal
Crisp Hearty Raisin (19g), Raisin Nut Bran (14 g), and Total Raisin Bran (17g) (General
Mills, Inc. (2013). “Big”, Para. 1).
The sugars in these cereals are way too high and cause health problems including obesity
and type-2 diabetes. This is a problem many children eat sugary cereals, the rate of
obesity in children and in America will likely increase if the trends of eating these sugary
cereals keep increasing.
How cereal relates to a healthy lifestyle
Studies have shown that “obesity among children aged 6 to 11 has more than doubled in
past 20 years, going from 6.5% in 1980 to 17% in 2006” (Roberts, Grey, 2009, para. 11).
Obesity has become one of the leading causes of death in America. Cereals have played
a role in childhood obesity, but the impact has been both positive and negative.
The positive impacts have come from companies such as General Mills, Kellogg’s, and
other big name cereal producers taking the time to make
cereal a healthy breakfast option. “ Kids who ate more
cereal got more vitamin D, B-3, B-12, riboflavin, calcium,
iron, zinc and potassium in their diets than kids who ate less
cereal or none at all”(Fox News, 2013, para. 10). All of our
Big G cereals have these vital vitamins nutrients and whole
grains to help maintain a healthy lifestyle.
Eating cereal is also much healthier than eating nothing for
breakfast at. All studies have proven that “Research
confirms that breakfast is the most important meal of the
day for children’s health, academic achievement, cognitive
development and mental health. (School Breakfast, 2013,
para 1). Children who do not eat cereal for breakfast can
miss out on getting the vital vitamins and minerals into their
body, or worse not eating any form of nutrients from
breakfast. Lastly, the advertising that cereal companies do
to children is both positive and negative.
The positive side of cereal ads talk about getting active and making children want to eat
breakfast, but also maintain a healthy lifestyle by being more active in any area of life.
Some companies use characters to market to children. Kellogg’s, for example, uses
“Tony the Tiger”. The slogan “earn your stripes” has been used as a way of an incentive
for children to get outside and play a game of basketball or any sport. Kellogg’s
advertisement strategy was to see children become more active, instead of just playing
inside all day, do nothing but watch television and playing video games.
Some advertisements can have negative effects, because of how the commercial or ad is
made for children to view. Companies have targeted children as young as 2 years old
14
(“Google Images”, 2013,
“kids eating healthy cereal”.)
15. because studies have shown that “Researchers found that the average American
preschooler sees 642 cereal ads a year, and the vast majority of those ads are for sugared
cereals.” (KABC, 2009, para. 4). These companies do not care about the health of the
young children. They only care about getting the children hooked on their specific cereal.
These companies not only target young children but make there cereals seem “cool” and
better than the competition by advertising how delicious the cereal is and how eating
cereal could cause them to be transported to another imaginary world filled with
delicious cereal.
The problem with this lies in making of the cereal and the idea the advertisement is
giving children. The message children are receiving is to just stay inside or go to this
imaginary world and simply do nothing but eat cereal. This is shown by the Lucky
Charms commercial; once kids take one bite of lucky charms they can go on a wild
adventure of simply eating cereal all day. This is the complete opposite of what we need
children to be doing in today’s society. Instead we should be focusing our advertisement
on the wellness of children and getting children of all ages active.
Furthermore, studies have shown that “cereals marketed to kids have 85 percent more
sugar, 60 percent more sodium and 65 percent less fiber than those aimed at
adults”(KABC, 2009, para. 12). The cereals that are being advertised to children are not
healthy. Instead, they are filled with sugars, salts and fake dyes. The negative impact
cereals have on obesity is when children are eating cereal that only gives them extra
sugars and no other vital nutrients. Not all cereals are like this though but “General Mills
six of the ten least healthy cereals, markets to children more than any other cereal
company” (Daily Finance, 2009, para. 2).
Obesity is a major problem in America. More and more Americans are becoming obese
each year. This can be stopped, an example being that we have been a large contributor
to the children advertising scene but have seen the harsh effects it has on children and are
trying to make our cereal healthier for everyone. All of our “top ten cereals in all will go
on a diet, with the goal of reducing the sugar grams within to the mere single digits per
serving. The reduction could prove substantial. For instance, the sugar in Cocoa Puffs
could dip 25% lower than it was a few years ago”(Daily Finance, 2013, para. 3).
When healthy cereals are given to children it makes the world of difference, Instead of
giving them extra sugars that simply hurt a child’s body. We need to be giving them
nutrients that help their body and continue to maintain a healthy lifestyle. This will then
transfers over into everything children do from work at school to sports at home.
History of government involvement with child
obesity
How America feels
15
16. According to a 2012 survey from Gallup, most Americans rate obesity as a "very serious
problem," even more serious than smoking (Gallup, 2012, para. 1). According to the
survey, 81 percent of the people Gallup asked rated America's obesity as "very serious,"
which has increased from the 69 percent in a 2005 poll (Gallup, 2012, para. 1). Clearly,
obesity is an issue that Americans care about and is one that has a great impact American
society.
Government Implications
All across party lines, people are in agreement about the fact that obesity is a problem.
According to a survey done by Gallup, though, the difference is, is that Democrats are
largely in favor of federal programs deal with obesity, whereas Republicans are not
(Gallup, 2012, para. 7). Gallup cites that "79%" of Republicans and "89%" of Democrats
see obesity as a "serious problem," and "27%" of Republicans and "82%" of Democrats
see a serious need to have programs to address the obesity level (Gallup, 2012,
“Majorities See”).
Under the Obama Administration, the Task Force on Childhood Obesity was created to
help keep the children of America healthier, with the goal of reducing childhood obesity
by 5 percent by 2030 (Let’s Move, retrieved Oct. 22, 2013, para. 2). In 2010, the task
force also published a report to the President on their recommendations to keep
Americans healthier (Let’s Move, retrieved
Oct. 22, 2013, para. 2).
In this report, they created a Dietary
Guideline in 2010 that recommends what
16
(Gallup, 2012, “How Serious a Societal Problem is Obesity?”)
(“Google Images,” 2013, “Michelle Obama.”)
17. Americans should do to stay healthy by telling them what they should cut down on
(White House Task Force on Childhood Obesity, 2010, p. 24). One such change is to
“reduce daily sodium intake to less than 2,300 milligrams” (U.S. Departments of
Agriculture and Health and Human Services, 2010, p. X).
The report references the creation of the Joint Task Force on Media and Childhood
Obesity in 2006 that set out to develop “voluntary standards” that help limit the
advertising meant for children, but the task force was unable to establish a set of
guidelines (White House Task Force on Childhood Obesity, 2010, p. 29).
However, there has been certain laws in place for decades, such as the 1990 Children’s
Television Act that regulates that advertisements per hour for children under 12 must be
“10.5 minutes on weekends” and “12 minutes on weekdays” (Advertising Educational
Foundation, 2013, para. 6). Advertisers also must obtain “licenses” that must be
“renewed” for advertisements targeted at children under the age of 16 (Advertising
Educational Foundation, 2013, para. 6). Currently, most cereal companies now are self-
regulated.
Self-Regulation
Though the government struggled to
ascertain these rules, in 2006, the
Council for Better Business Bureau
created the Children’s Food and
Beverage Advertising Initiative
(CFBAI) as a way to “self-regulate” the
market (White House Task Force on
Childhood Obesity, 2010, p. 29). General Mills
is a part of this group (White House Task Force on
Childhood Obesity, 2010, p.
29).
Our company, along with 16
other members, have agreed to the following points: that child-ads and games must
promote a healthy “lifestyle,” that companies limit the unhealthy “third-party licensed
characters” they may use when advertising, that companies cannot place their products in
“entertainment directed at children” and they must not advertise in schools (White House
Task Force on Childhood Obesity, 2010, p. 29).
The Children’s Advertising Review Unit (CARU) in 2009 created “guidelines” for
advertisers, one being that advertisers cannot “mislead children,” which would include
increased “popularity” or “exploiting a child’s imagination” (LoDolcle, Harris and
Schwartz, 2013, p. 12).
Basically, an advertiser cannot take advantage of a child, but, according to the article, due
to the number of advertisements even we have featuring our characters, such as the
17
(“Google Images,” 2013, “Do CFBAI participants meet the
criteria?.”)
18. leprechaun from Lucky Charms, that display increased “emotions” towards the cereal,
CARU’s guidelines are not being strictly enforced (LoDolcle, Harris and Schwartz, 2013,
p. 12).
How General Mills feels about regulations
Our company has not been entirely cooperative with these regulations. Back in 2011,
when the CARU’s standards were published, we called them “arbitrary, capricious and
fundamentally flawed,” especially the section that states
that all cereals companies produce should contain 7 or 8
grams of sugar, and if they do not, then that company
should not be allowed to advertise (LoDolcle, Harris and
Schwartz, 2013, p. 12).
While we have made comments like this, we have also
made a pledge in 2009 to get ten of our cereals “into the
single digits” when it comes to sugar content, according to
an article from CBS News (2009, para. 1). This year, we
have only five out of our ten cereals containing less than 10
grams of sugar, and of those five, only two are within
CARU’s guidelines (Better Business, 2013).
Those two are Peanut Butter Toast Crunch and Hershey’s
Cookies ‘n’ Cream, both of which are not nearly advertised
as much as cereals like Honey Nut Cheerios, which
contains nine grams of sugar per serving (Better Business
Bureau, 2013, “Peanut Butter,” “Hershey’s” and “Honey Nut”). Overall, we are not
achieving the goals or guidelines that we are supposed to be following.
Our Current
Advertising
Campaign
Targeting Youth
Marketing to children is a
common way advertisers market
18
(“Google Images,” 2013
“Honey Nut Cheerios.”)
19. their product. However, some companies or brands market to children more frequently.
One group that frequently markets to children are companies that sell cereal. Food
marketers are interested in youth as consumers because of their spending power, their
purchasing influence, and as a future consumer (Story, & French, 2004, pg. 1).
This has become a major concern
due to the fact that a majority of the cereals marketed to children are neither healthy nor
nutritious. According to, Journal of public health policy, Children in the United States
view nearly 5500 food advertisements per year and 98 percent of those ads promote
products high in fat, sugar, or sodium (Schwartz, Ross, Harris, Jernigan, Siegel, and
others, 2010, pg. 60). Viewing numerous advertisements, which promote non-nutritious
food, is harmful to young children.
The heavy marketing directed towards youth, especially young children, appears to be
driven largely by the desire to develop and build brand awareness/recognition, brand
preference and brand loyalty (Story, & French, 2004, pg. 3). By enforcing this at a young
age, children will grow up with the brand, and try to get their parents to purchase the
brand, in this case, the brand being a type of cereal.
Implementing Media Outlets
Our company advertises through a variety of
media outlets. Multiple techniques and
channels are used to reach youth, beginning
when they are toddlers, to foster brand-
building and influence food product purchase
behavior. These food marketing channels
include television advertising, in-school
marketing, product placements, kids clubs,
the internet, toys and products with brand
logos, and youth-targeted promotions, such as
cross-selling and tie-ins (Story, & French,
2004, pg. 1).
By covering all sources, children do not have a
way to escape, and it becomes a way of life. For example, the General Mills have a
website You Rule School. You Rule School is the kids’ link for this site and features the
Trix rabbit and the Lucky Charms leprechaun leading kids through the Homework Free
Zone schoolhouse of games and activities (Story, & French, 2004, pg. 6). This is a way
advertisers influence brand awareness/recognition. Even when children are completing a
fun activity online that is educational, they are being manipulated by cereal brands.
19
(“Google Images,” 2013, “Advertising General Mills.”)
(“Google Images,” 2013, “General Mills
marketing to children.”)
20. Is
the
exposure too much?
The fact that our company markets to children is alarming due to the fact that the cereal
being promoted is high in sugar and fat content and is not a healthy breakfast choice for
children. According to Journal of public health policy, Companies have pledged that at
least 50% of advertising primarily directed to children will be for healthier foods
promoting healthier lifestyles.
According to a scientifically validated nutrition profile model, 98% of children’s
exposure to cereal advertising in 2007 was for less healthy brands (Schwartz, Ross,
Harris, Jernigan, Siegel, and others, 2010, pg. 68). Children are being exposed to
unhealthy cereal in large doses, much more than adults are.
Advertising to Children
Our Policy
According to our website, we are currently evaluating “one-
third” of the products we are advertising so that we can either
change our advertising policy or get rid of those advertisements
(General Mills, 2013, para. 3). We are also currently evaluating
what is and what is not permitted when it comes to advertising
20
(“Google Images,” 2013, “General Mills marketing to children.”)
(“Google Images,”
2013, “General Mills
Child Advertising.”)
21. to children under the age of 12 (General Mills, 2013, para 4). General Mills is also not
going to permit advertising children to log on to social networking cites (General Mills,
2013, para 5).
Social networking scandals in the past
Back in 2012, our company, along with five other large corporations, was accused of
illegally marketing products and “collecting data” from children under the age of 13
(Markowitz, 2012, para. 2). We were accused of encouraging minors to share their
information as well as possibly even a photo with fellow users (Markowitz, 2012, para.
5).
Our company’s actions violated the Children’s Online Privacy Protection Act of 1998
that regulates how corporations can advertise to those under the age of 13 (Markowitz,
2012, para. 4). This is an issue that we will have to make sure to heavily regulate in our
industry so that we are not breaking the law or our own ethical standards.
General Mills’ Child Advertising Campaigns
As previously mentioned, our company has made numerous pledges when it comes to
advertising that we have not always entirely followed through with. We, along with other
cereal production companies, pledged to limit advertising on “unhealthy products” as part
of the Children’s Food and Beverage Advertising Initiative (Nordqvist, 2012, para. 2).
While we have started to make our cereals
healthier, we have not been following through on
our promises to advertise healthier products. Even
though, in the past few years, General Mills has
decreased their “advertising in children’s
websites” by “43%,” we are not doing enough
(Nordqvist, 2012, para. 12). We are still
advertising our most unhealthy cereals the most to
children (Nordqvist, 2012, para. 20).
In 2011, we produced “four out of the five top brands” advertised on television to
children (Harris, Schwartz, Brownell, Sarda, Dembek and others, 2012, p. 17). Our top
two brands were Cinnamon Toast Crunch and Lucky Charms, according to Yale Rudd
Center’s Cereal FACTS 2012 report summary (2012, “Cereals most”). Cinnamon Toast
Crunch contains nine grams of sugar per serving, making it one of our unhealthier
cereals, and Lucky Charms contains 10, making it one of our five most unhealthy cereals
(Better Business Bureau, 2013, “Cinnamon” and “Lucky”).
Misplaced Advertising
Our products that are considered to be on the healthier
21
(“Google Images,” 2013, “Lucky
Charms Online Advertisements.”)
(“Google Images, 2013, “Cinnamon
Toast Crunch advertising.”)
22. side, like Cheerios, are being targeted to parents, while the children are receiving
advertisements about our more sugary cereals (Nordqvist, 2012, para. 21). Christian
Norqvist, in his article about sugary cereals being marketed to children in Medical News
Today, cites Marlene Schwartz, one of the authors of Cereal FACTS, a report that looks
at different cereal companies and their marketing strategies.
Schwartz claims that cereal companies have slightly increased how healthy cereals are
and market those to adults, while the children receive advertisements featuring cereals
with “56% more sugar, half as much fiber and 50% more sodium” than the cereals being
marketed to their parents (Schwartz qtd. in Nordqvist, 2012, para. 23).
In order to follow the ethical standards we have set, we should start marketing our
healthy cereals to not only adults, but children as well. We should also look into
strategies to help make us more complacent with our marketing and nutritional standards.
Change in Marketing from Children to Parents
Marketing to Children
The problem with the way we, General Mills, advertises is that we market healthy cereals
to adults and sugary, unhealthy cereals to children. According to Wootan & Ludwig
(2012), “the vast majority (85%) of food products marketed to children continue to be too
high in added sugars, refined grains, salt, and calories...” (Para. 8). This high percentage
of advertising sugary cereals plays an important part in what children want to eat,
because it’s what they’re accustomed to seeing.
Poussaint and Kanner (2005) reminded us that we had a campaign for sugary cereals
including Trix, Cocoa Pebbles, and Lucky Charms. After the commercial, a public
service announcement would be shown explaining the benefits of eating breakfast (Para.
2). This strategy is hypocritical because eating sugary cereals such as the ones General
Mills is making does not have many benefits. However, healthier breakfasts do have
benefits that these cereals do not have.
Marketing to Parents
We market to children and parents much differently. On advertising to parents, we tend to
market the healthier cereals and food items towards them. On our website, General Mills
Inc. (2013) we stress our mission, “To make lives healthier, easier and richer. Nourishing
lives” (Mission. Para. 1). We claim that we make lives healthier by “delivering important
nutrients and increasing people’s intake of whole grains” (Para. 2).
22
23. (“Google Images”, 2012, “General Mills Nourishing Lives”.)
We also state that our cereal is rich in vitamins, minerals, and key essential nutrients
(Para. 8). The claims that we make are appealing to parents because by this, they are
thinking that the cereals that they are giving to their children are healthy and provide
important nutrients.
Another way that we market to parents is through social media. By our web site, Twitter,
Instagram, Tumblr, and Facebook pages, we make sure to reach out to parents and inform
them about our products (Newman, 2013, Para. 2). We use these social networking sites
to promote recipes that have been created using their brand of cereals.
For example, we posted recipes like “Crunchy Chicken Nuggets” (with the coating made
from crushed Cheerios) and
“Cinnamon Toast Crunch Fried Ice
Cream” (Newman, 2013, Para. 11).
By using this strategy of posting
recipes with their products being
used, we advertise kid-friendly
meals to parents who could benefit
from these recipes.
Nutrition
Unhealthy Lifestyle
A major apprehension among
23
24. individuals is that advertisements are prompting unhealthy eating habits and unhealthy
lifestyles of Americans. According to Journal of public health policy, Marketing of
unhealthy food products has been clearly identified as a contributor to the poor eating
habits of United States youth (Schwartz, Ross, Harris, Jernigan, Siegel, and others, 2010,
pg. 71). Children are consuming a large amount of sugar because a majority of
children’s cereal does not have many nutrients. This may also affect their food choices
for other meals of the day. Regularly feeding high-sugar cereals to children may increase
their preferences and consumption of sweeter cereals overtime and potentially increase
their preferences for highly sweetened foods overall (Harris, Schwartz, Ustjanauskas,
Ohri-Vachaspati, & Brownell, 2011, pg. 76).
In addition, when children consume cereal that is high in sugar, they not only incorporate
excessive amounts of sugar in their diet, they also tend to shy away from healthy food
choices. According to a study comparing the consumption of cereal high in sugar, to the
consumption of cereal low in sugar, children in the low sugar condition were significantly
more likely to put fresh fruit on their cereal (54%0 compared with children in the high-
sugar condition (8%) (Harris, Schwartz, Ustjanauskas, Ohri-Vachaspati, Brownell, 2011,
pg. 74).
Nutritional Standards
The nutritional standards of cereal for children are not up to par. According to a study
done by, Journal of public health policy, 86% failed to meet the ‘healthy’ criteria. These
unhealthy cereals made up 98% of the total advertising exposure for children (Schwartz,
Ross, Harris, Jernigan, Siegel, and others, 2010 pg. 65). According to the General Mills
website, our company has specific guidelines for healthy dietary choices, and specific
sugar guidelines. These guidelines are: 175 calories or less per serving, zero
grams of labeled trans fat, or 175 calories or less per serving, supplies labeled one-half
serving of food for increased consumption, less than 230 milligrams of sodium or less for
cereal and snacks less than 2 grams of saturated fat, and zero grams of trans fat (General
Mills, 2013).
24
(“Google Images,” 2013, “Healthy kids.”)
(“Google Images,” 2013, “General mills.”)
25. Importance of Breakfast
However, breakfast is a very important meal of the day for children to consume. There is
a consensus that children should eat breakfast every morning. Children who eat breakfast
have healthier overall nutrition and lower BMI, and breakfast consumption may enhance
academic achievement (Harris, Schwartz, Ustjanauskas, Ohri-Vachaspati, & Brownell,
2011, pg. 72).
Cereal is a meal that children are
inclined to have, and this makes it tough
on parents regarding what their children
eat for breakfast. Because of the
prevalent marketing of high-sugar
cereals to children, many parents feel
that they are faced with a choice
between purchasing high-sugar
children’s cereal versus having their
child eat no breakfast at all (Harris,
Schwartz, Ustjanauskas, Ohri-
Vachaspati, Brownell, 2011, pg. 76).
This decision hinders a child’s ability
to function properly. Though, the main decision is based off of if the parent allows their
child to buy a cereal that is high in sugar and fat. Children’s exposure ‘it remains the
primary responsibility of parents to guide their children’s behavior’ (Schwartz, Ross,
Harris, Jernigan, Siegel, and others, 2010, pg. 69).
Response of Parents
Promoting Cereal
Even though children are the ones consuming the cereal, their parents are the ones
who purchase the cereal and allow them to eat the high-sugar breakfast. On average, an
American child was exposed to approximately 758 cereal advertisements on television.
In comparison, adolescents saw an average of 417 cereal ads and adults saw 321
(Schwartz, Ross, Harris, Jernigan, Siegel, and others, 2010, pg. 65). The parents, or
guardians of children are exposed to as many as 437 less cereal advertisements than their
kids are. This should be an alarming figure, due to the fact that that the advertisements
25
(“Google Images,” 2013, “Children eating cereal.”)
26. geared towards children does not promote healthy cereal. B&G Foods, Gerber, Nature
Valley, Glucerna, Kashi did not have any cereals marketed primarily to children, and had
significantly better nutrition profiles (Schwartz, Ross, Harris, Jernigan, Siegel, and
others, 2010, pg. 65). It is rare to see a healthy advertisement over an advertisement that
is aimed towards children, who are the main targets for advertisers.
High Amount of Sugar
There has been an increasing awareness
on the amount of sugar in cereal, which has
brought some concern to many parents. Some parents even went as far as to considering
government intervention: “This should be against the law…they’re making money off of
our kids” (Ustjanauskas, Eckman, Harris, Goren, Schwartz, and others, 2010 pg. 5).
They did know that their children are exposed are exposed to food advertising and that it
has an impact, but this awareness was limited (Ustjanauskas, Eckman, Harris, Goren,
Schwartz, and others, 2010 pg. 3).
Most parents were unaware of the variety of media outlets that their children are
exposed to, which market cereal. Parents were annoyed that marketing often makes their
children demand certain foods and that its “fun and friendly appearance” can make
viewers more vulnerable to its claims (Ustjanauskas, Eckman, Harris, Goren, Schwartz,
and others, 2010 pg. 3).
Long term/Short term effects
Consuming sugary cereals, like the ones our company produces, can have a very negative
effect on children and their health. Most of the cereals we produce and market toward
children contain high amounts of sugar.
For example, Reese’s Puffs cereal contains 10 grams of sugar per 3/4 cup (Better
Business Bureau, 2013, “Reese’s”). This is an extremely high number when considering
children ages 4-8 should consume 12.5 grams per day, and pre-teens should limit theirs to
21 – 33 grams per day (Nall, 2013, para 2).
Consuming products like this on a daily basis can have negative effects, like weight gain,
disease, and elevated blood pressure, at a young age, children should not be dealing with
26
(“Google Images,” 2013, “Family eating breakfast.”)
(“Google Images,” 2013, “General mills.”)
27. health issues as serious as these.
More Sugar
/
/Children’s cereals on average tend to have more sugar than
cereals marketed to adults (Hellmich, 2009, USA Today, para
1). It has also been found that children’s cereals tend to have
more sugar than some well-known junk food desserts. “General
Mills Wheaties Fuel has more sugar, 18.7 to 20 grams, than a
Hostess Twinkie (17.5 grams)” (Pestano, 2011, Study findings,
para 3). “The official recommendation is not to consume
products whose sugar content exceeds 25% of total calories”
(Greenfield, 2013, para 5), for example, General Mills’ cereal
Cookie Crisp when “44% of the product’s total calories come
from sugar” (Greenfield, 2013, para 5).
How they are made
/One leading cause as to why they are so unhealthy is because of the way sugary cereals
are made. In order to turn the cereal into the recognizable shapes they are sold in, the
cereal must undergo a food excursion process. “Basically the corn or wheat is ground,
mixed with water, and then, with some heat and pressure applied, forced through a mold
that sets the final shape. The high temperature and pressure involved basically strips
away the grains’ nutrients. Beneficial unsaturated fatty acids and proteins like the amino
acid lysine are dissolved and lost because the cellular structures that contain them are
broken up by the machine” (Greenfield, 2013, para 4).
Genetically Modified Organisms
/Children’s cereals use genetically modified organisms
(GMO) corn, and the long-term effects are still
undetermined. There are many studies being conducted
to settle this matter, but until then there is no reason for
food companies to worry about it. “Complicating the
issue is the fact that there are no regulations that require
food manufacturers to properly label products made from such ingredients” (Greenfield,
2013, para 7).
Effects
All of these health issues cause a short, and long-term effect to the human body. The
effects of sugar intake are well documented, and much research indicated that it is not
healthy.
27
(“Google Images” 2013.
“Bags of sugar”)
(“Google Images” 2013. “Genetically
modified organisms.”)
28. Weight Gain
One effect of consuming sugary cereal is weight gain. “Sugar contains calories, but those
calories do not fuel the body with long-term energy. The extra calories from sugary foods
cause weight gain, especially when used over a sustained period of time” (Connell, 2011,
para 2).
Our company’s cereals that target children have been criticized for having an excess
amount of sugar, as stated earlier. This leads to childhood obesity, which is a serious
effect of weight gain (Sharples, 2007, para 4).
Disease
Another effect is that sugary cereals are a contributor to disease. The long-term effect of
the added sugars in these cereals contributes to diseases to people of all ages. Excess
sugar also contributes to obesity, when contributes to diabetes. “The American Heart
Association suggests that there is a correlation between diabetes mellitus, heart disease
and stroke as a result of added sugars in the diet” (Connell, 2011, para 4). University of
Maryland Medical Center states that diabetes is a long-term condition caused by excess
sugar in the blood (University of Maryland Medical Center, 2011, para 1).
Type II Diabetes
Type II diabetes means that “the body does not make enough insulin or it can't use its
insulin as well as it should. This causes too much sugar to build up in the blood, which is
known as Hyperglycemia or high blood sugar. Research shows that many obese children
and adolescents have impaired glucose tolerance, a condition that often appears before
the development of type II diabetes” (Virginia Department of Health, 2013, para 2).
Unhealthy Lifestyle
The recent rise in type II diabetes in the youth is widely caused by the increase in
unhealthy eating. Consuming cereals containing high sugar, like Cookie Crisp, on a daily
basis is a big reason why it is prevalent in children. The Virginia Department of Health
stated that, “an alarming fact is that children are exhibiting health problems normally
associated with middle age. The accelerated onset of Type 2 diabetes is the result of
modern-day lifestyle habits that include
consuming too many high-fat calories and
not getting enough exercise.”
Elevated Blood Pressure
/
Elevated blood pressure is a serious effect
of sugary cereals. “Some food substances
elevate blood pressure, and sugar is one of
28
(Google Images. 2013 “Elevated blood
pressure.”)
29. those detrimental substances” (Connell, 2011, para 3). High Fructose corn syrup, a type
of sugar found in many popular General Mills cereals like Wheaties, Trix, Lucky
Charms, Fiber One, Cheerios (A Calorie Counter, 2013, “Breakfast Cereal”), can put
someone’s blood pressure in a high-risk zone. According to a study in the Journal of
American Society of Nephrology, “Drinking 2.5 cans or more of non-diet soda per day--
or consuming an equivalent amount of fructose from other foods--increases your risk of
hypertension by at least 30 percent, the study found” (Gardner, 2010, para 2).
Consumer Demand
General Mills
We have a wide consumer basis, especially in the cereal
production division. According to Advertising Age, 100
leading advertisers, the top selling cereal brands from July
2012 – 2013 out of the top 10, General Mills holds 3 of the
spots, including the top selling cereal, Honey Nut Cheerios
(Nestle, 2013, “Rank, cereal”).
Best Selling Brands
Cheerios
/
Our best selling and most demanded cereal brand is Cheerios, which is also “the most
popular cereal brand family in U.S. stores” (Hunt, 2013, para 10). In fact, Cheerios has
been General Mills’ best selling cereal brand since 1954 (Hunt, 2013, para 8).
• 1941 - “CheeriOats” first came on the market in
• /1951 – Cheerios became General Mills’ number one cold cereal
• 1997 – The Food and Drug Administration issued a claim that Cheerios could
lower the risk of heart disease
• 2000- “The Honey Nut Cheerios bee is finally given the name BuzzBee after a
nationwide naming contest for kids ages 5-12”
(Cheerios, 2013, Our History)
Healthy Cereals
/
Certain nutrition labels steer consumers
to choose healthier cereals, which
ultimately increases the consumer
demand for healthier cereals instead of
the sugary alternative.
29
(“Google Images” 2013.
“Cheerios”)
30. /For example, a Maine-based Hannaford Supermarkets uses a gold star rating system
called Guiding Stars (The Washington Post, 2013, para 1-4). The more stars a product
has, the healthier it is.
A study was done to test this system.
“They compared data from 134
Hannaford grocery stores in the
Northeast against an equal number of similar stores across the country. During the first
20 months of the program, sales of no-star cereals fell in both groups: 13 percent at
Hannaford stores and 10 percent at the other stores. Likewise, the shift to healthier
cereals was slightly greater at Hannaford stores, compared with the others. The study’s
authors said they believe the additional shift in sales was due to the influence of Guiding
Stars” (The Washington Post, 2013, para 6).
Another study also has the same result that consumers prefer healthier cereals to sugary
ones. Yale conducted a study, and found that children prefer less sugary cereals. There
were 91 children chosen and half were given less sugary cereal, while the other half was
given sugary cereal. The kids with less sugary cereal ate double what the kids ate who
had the sugary cereal (Saltzman, 2010, para 1).
These results show that consumers are demanding healthier cereals instead of the sugary
ones. As a company, we should take this information into account and market the less
sugary products more, and the high sugar content ones less. This would be most
beneficial for our company because this is what our customers are demanding.
Criteria
Criteria of the solutions will include brand loyalty – if long time consumers will continue
to buy our product and stay faithful to our brand, nutrition – how nutritiously beneficial
each solution would be to consumers, ethical marketing – how moral our marketing
strategy is in each solution and competition with other brands -
Brand Loyalty
Brand loyalty will look into how current consumers will react to each solution. Loyal
consumers of General Mills have purchased our product for many years, therefore it is
very important to keep their opinion in mind while coming up with a solution that may
potentially alter their favorite cereal. We want to evaluate how faithful long time
customers stay to our brand, and if they keep constant in their loyalty to us.
Nutrition
Nutrition is another major criteria. The key problem our company is dealing with is the
30
(“Google Images” 2013. “Healthy cereal”)
31. issue of childhood obesity and how we play a part in it. Webster Dictionary defines
nutrition as, “the process of eating the right kind of food so you can grow properly and be
healthy” (Merriam-Webster, 2013, “Nutrition”). This is the foundation of how each
solution will be evaluated regarding sugar content. Specifically we will focus on
following the guidelines of the standards children’s food should have. Our solutions
should deal with the concern of nutrition and how each one can positively fix the problem
of childhood obesity and sugary cereals.
Ethical marketing
Ethical marketing will be viewed on all aspects of the way we advertise, specifically, to
children. We will compare how cereals are currently being marketed to how the solution
will adjust the present advertising strategies. Our company will also view how each
solution and certain marketing approaches affects children.
Competition with other brands
/The last criterion is how each solution will
or will not put General Mills ahead of our
competition. As of 2012, Kellogg’s, whose
brands of cereal include Special K and
Frosted Flakes, is the leading cereal
company, next is us, General Mills, after
us comes Cereal Partners Worldwide, a
collaboration of Nestlé and General Mills, then PepsiCo Inc, which is the Quaker brand
(Culliney, 2012, para 1-4). As a company we want to make sure we are doing what is best
for our consumers, as well as what is best for General Mills too.
Solution:
Stop marketing to children all together
One solution to fix our problem is for us to stop marketing to children all together. This
will eliminate the ethical problem of advertising sugary cereals to children and then move
our focus from children to the average parent and what parents find necessary for
children to have. We believe that children need a balanced breakfast such as “Ready-to-
eat cereals are rich in important vitamins and minerals, yet lower in calories than many
other breakfast options”(General Mills, 2013, Para. 1).
Striving to target our brands to adults will give us a greater public image in the eyes of
the parents who are one of our largest consumers. “In 2008, General Mills leading the
way—spent $156 million marketing to children”(PreventObesity.net, 2011, para. 8).
31
(“Google Images” 2013. “Kellogg’s”)
32. Ethical: We need to market our cereals as nutritious and healthy for parents instead of
having cartoon figures aimed towards kids. This only teaches children to simply eat the
cereal and do nothing else. We will be advertising the nutritious increases in our cereals
so that parents and adults will be able to give their children and loved ones healthy
cereals.
Nutrition: we are aware that we have played a role in childhood obesity. Although by no
longer advertising to children we hope to greatly lessen our input to childhood obesity.
Instead we aim for children to be eating a healthy nutritious breakfast everyday such as
heart healthy Cheerios. Which are “Certified by the American Heart Association to
lower cholesterol”(Cheerios, 2013, para. 3).
Instead of marketing to children, we will be marketing to the average parent through
these processes:
• Heart healthy increase
• Lowering cholesterol
• Increasing amount of vitamins and minerals
Brand Loyalty: This does not directly apply to stop marketing to children all together
because it would completely alter and weaken our child marketing basis. Although we
are changing many aspects of our company we still stand by the same priorities and
ideals. The changes we are making are only here to help us give more to our customers
and better improve parent satisfaction.
Competition with other brands: One of our biggest competitors, Kellogg’s, advertises to
children but implements physical activity in all of their advertising. An example of this
how they use “Tony the Tiger” to appeal to children, In the advertisement Tony is always
active and telling children to “Earn your Stripes” by playing outside and being active.
We need to implement what Kellogg’s has done by having children be active in all our
commercials but also add how nutritious and healthy our cereals are for parents/adults.
Solution: Maintain Current Practices
One solution to the obesity problem would be to allow our current work environment to
continue to the way it is, which would entail not altering our marketing strategies or
nutritional standards at all.
Brand Loyalty
This solution would benefit consumers the most, since our costumers already consume
the cereal that we have and are loyal to it. So, fundamentally changing the cereal’s
content could defer our customers from enjoying our brand.
Nutrition
32
33. Over time, we have significantly reduced the amount of sugars so that at least some of
our cereals meet the Interagency Working Group on Food Marketed to Children’s
guidelines of 10 grams of sugar per serving (Harris, “Cereal FACTS 2012: Limited,” p.
5).
The problem with this 10-gram standard, though, is that it
goes against all of the promises that we have made in the
past. In 2009, we made a pledge to have all of our cereal’s
sugar within the “single-digits” of grams per serving (CBS
News, 2009, para. 1).
Now, in 2013, half of our brands still contain ten grams of
sugar per serving, including Cocoa Puffs, Reese’s Peanut
Butter Puffs, Lucky Charms, Trix and Chocolate Lucky
Charms (Better Business, 2013, “Coca,” Reese’s,” “Lucky,”
“Trix” and “Chocolate”). Our company is essentially lying to
the populous, and that could ultimately hurt our reputation.
We have not delivered on our past pledges, and not delivering on them means that we are
lying to the public. Therefore, doing nothing to improve our nutritional standards could
end up hurting our image as well as our profits.
Ethical Marketing
In 2011, we spent over 228.8 million dollars on advertising just for child and family
brands (Harris, Schwartz, Brownell, Sarda, Dembek and others, 2012, p. 17). The quarter
that ended Aug. 25 showed that our company “reported a profit of $459.3 million, or 70
cents a share, down from $548.9 million, or 82 cents a share, a year earlier” (Tadena,
2013, para. 5). Our cereal and yogurt brands have actually been doing poorly this past
year, so decreasing our marketing could severely hurt our profits
Overall, our profits from our cereal brands have not been doing as well as they used to be
(Tadena, 2013, para. 3). Cutting our advertising could possibly hurt our company even
more when it comes to our profitability, and our brand loyalty may not be strong enough
to combat the advertising loss. That being said, we have not delivered on these promises;
so maintaining our current practices may be difficult. While we claim to only market
healthy cereals to children, in actual practice this tends to not be completely true.
In 2006, we signed a pledge with the CFBAI for all of our cereals to contain either 7 or 8
grams of sugar, otherwise we could not run ads for them (LoDolcle, Harris and Schwartz,
2013, p. 12). This has not been accomplished, with only two of our cereals actually
within that limit (Better Business Bureau, 2013, “Peanut” and “Hershey’s”). Therefore,
while there is a necessity for us to market our products, we are not doing what we
promise, and we are not meeting the criteria to market our products ethically.
Competition with other brands
33
(“Google Images,” 2013,
“General Mills Cereals.”)
34. General Mills is one of the leading cereal producers and actually had higher profits than
Kellogg’s in the last year due to “price promotions” in August (Gasparro, 2013, para. 13).
According to Nathalie
Tadena’s article the Wall
Street journal, our CEO, Ken
Powell, said “the company's
sales growth in the latest
period reflects healthy mix of
gains from established
brands, strong introductory
shipments for new products
and contributions from new
businesses” (2013, para. 4).
Last month, Jim Murphy, the
President of our cereal
division, stated that "the
number of cereal boxes sold
in the U.S. has declined over
the last three years…and frankly…other brands aren't doing enough innovation or
advertising to keep the milk-and-bowl breakfast relevant" (Horrigan, 2013, para. 12).
Keeping up with our current practices would allow us to improve our falling profits as
well as have the leading profits against our competitors again next quarter, which is an
important factor in our company’s current development.
Conclusion
While this solution does help sustain our brand loyalty and our high grossing profits, we
are also not addressing problems that have been in place for almost a decade. Therefore,
change is needed.
Solution: Program to Educate Parents and
Guardians
Proposed Solution
One solution to resolve the issue of our cereal’s
high sugar content is to implement a program
educating parents and guardians on what they
are buying for their children.
/Similar to a parent program designed by the
National Heart, Lung, and Blood Institute, this
34
(“Google Images,” 2013, “General Mills vs. Kelloggs profits.”)
35. program would be a four session, online training course. This would be designed for
parents and primary caregivers to gain the knowledge of the nutrition content in General
Mill’s children’s cereals and how it compares to the recommended daily intake. It would
also inform caregivers of healthy alternatives General Mills has to offer instead of the
high sugar products, like choosing Cheerios instead of Cinnamon Toast Crunch.
/Each session would use informational activities
to help parents learn skills to help their children
and family members make more nutritious and
educated choices. There will also be a session on how to get the family more physically
active, and lessen TV, computer, and video game intake.
Online training is beneficial to caregivers, especially ones with busy schedules, like most
modern day families. The National Heart, Lung, and Blood Institute states that, “the
beauty of having an online training to help you and other facilitators run the Parent
Program is that you can do it at any hour of the day or night, go through it at your own
pace, and don’t need to take time out of your busy work schedule” (2013, para 5).
Fit to Criteria
Overall, the idea to create an educational program for parents and guardians fits with
three out of the four criteria; loyalty to brand, ethical marketing and competition with
other brands. This solution would be more beneficial than negative to our company
because the only criteria that does not apply is nutrition.
Nutrition
This criterion does not apply directly to the solution of parent and guardian educational
programs because the program does not change the nutrition of our products in anyway.
It does, however, promote nutritional eating and education.
Loyalty to Brand
With the implementation of a caregiver’s educational program we would still keep our
loyal and longtime customers. By doing this, we are not taking anything away from our
product or changing any aspect of it, we are only adding to what we have already
established. This program is an added bonus for our longtime customers, and if this
program is something they do not want, they are not forced to view it.
Ethical Marketing
This educational program will promote our company in a positive, and ethical way. The
main purpose for this plan is to educate caregivers on what their children are eating. We
are promoting a healthy lifestyle for children, all while doing so progressively.
35
(“Google Images” 2013. “Parenting
education”)
36. Competitors
This program is not one any of our competitors have done before. We are paving the way
for a new approach to view healthy eating. This is beneficial to our company, because we
will be the first to introduce this idea in the cereal market, which could improve our
company’s image as well as our profits.
“Go Big G”
In order to improve the health of General Mills customers, and to promote a healthy
lifestyle, General Mill will launch the all new children’s health campaign “Go Big G.”
This campaign will be to promote being active, eating nutritious food, and living a
healthy lifestyle. The “Go Big G” campaign will be labeled on General Mills cereal
boxes, on the website, on television, or any type of media outlet that General Mills
advertises on.
36
(“Google Images,” 2013, “active children”)
37. According to a study done in New Orleans, a mass media campaign was out to promote
walking and eating fruit and vegetables (Beaudoin, Fernandez, Wall, Farley, 2007, pg. 1).
After the campaign was advertised across television, radio, and bus and street signage,
the people had an overall better attitude towards being active and eating healthy food
(Beaudoin, Fernandez, Wall, Farley, 2007, pg. 1). This is a great example how a new
campaign geared towards being active, eating nutritious food, and living a healthy
lifestyle can change the viewpoint of many individuals.
The goal of implementing the “Go Big G” campaign is to motivate to live a healthy
lifestyle by be active by making nutritious food choices. The campaign will include
children playing sports, being active, and re-fueling by eating healthy meals. This will
show children that balancing exercise and healthy food leads to nourishing lifestyle.
Brand Loyalty
So far, General Mills already has the “Big G,” which means that those cereals labeled
“Big G” are made with whole grain General Mills (Big G Cereals, 2013). General Mills
already taken the correct steps in order to promote whole grain, which is important in a
diet. However, there is nothing on the General Mills website or cereal boxes that
promote exercise. By adding onto the “Big G” brand, and creating the “Go Big G”
campaign, our company will be promoting an overall healthy lifestyle, which is a very
encouraging message for young children.
Competitors
To compare, one of the other leading cereal brands is Kellogg Co. After logging onto
Kellogg’s website, there is a section labeled Nutrition. As soon as you click on Nutrition
an image of kids playing soccer emerges (Kellogg Co, 2011). This emphasizes the
importance of being active, and how it plays a role in the overall factor of Nutrition.
If one were to log onto the General Mills website, he or she would not see a section
labeled Nutrition. Furthermore, after the “Go Big G” campaign is implemented there will
be a section on the General Mills website that will provide images of active children and
how they refuel their bodies with the proper nutrition. The healthy balance of being
active and eating right will be a great way to market in a positive way to children.
The steps to implementing the solution will follow:
37
38. 1. Immediately logging onto the General Mills website, there will be images of
children running,
playing sports, and
being active.
2. When commercials of
and General Mills
cereal is played, the
“mascot” of the cereal
will be shown being
active. For example,
Trix the rabbit, the bee
from Honey Nut
Cheerios, the
leprechaun from Lucky
Charms will be
displayed playing
soccer, playing jump
rope, running a race,
etc.
3. The company will have
a “Go Big G” team that
will be at sporting
events, festivals, and
conferences, which will
have obstacles courses,
games, and sports for
children to play.
Applying the” Go Big G ”campaign to criteria:
• Brand loyalty- Consumers are already familiar with the “Big G” label that is
labeled on General Mills cereal boxes, which contains whole grain cereal. The
“Go Big G” campaign puts an active spin onto the campaign, which markets an
overall healthy lifestyle.
• Nutrition- This campaign ensures that with the proper nutrition from the cereal,
children will have more energy to be active and exercise.
• Ethical marketing- The Bee from Honey Nut Cheerios, the rabbit from Trix
cereal, and the other faces of particular cereals are how children recognize the
brand. By seeing their favorite characters engage in activities, they ay be more
inclined to do so. The “Go Big G” campaign influences children to be active and
exercise.
• Competition with other brands- Kelloggs is a major competitor of General Mills.
Kelloggs’ website discusses nutrition and how eating right and eating breakfast is
38
(Google Images,” 2013, “General Mills mascots”)
39. good for a balanced diet (Kellogg Co, 2011). The “Go Big G” campaign from
General Mills goes above and beyond their competitors to demonstrate that
nutrition and exercise is essential to a healthy life.
Solution: Lower Sugar Content
Proposed Solution
One solution to the problem of cereals being too sugary is to simply lower the amount of
sugar in our cereals. As mentioned earlier, children between the ages of 4 and 8 are only
supposed to have 12 grams of sugar per day (Wootan, et al., 2012, Para. 5). If we were to
re-create every brand of cereal that is over 12 grams, then this standard would be met.
In order to fix this solution, we should reduce the amount of sugars in their cereals. A
maximum of 1 g of sugar per serving size should be the standard for all of our cereals.
With that being said, we should make efforts to reduce sugars in our 7 cereals that are
over 12g of sugar. Again, these cereals are Basic 4 (13g), Fiber One Raisin Bran Clusters
(14g), Oatmeal Crisp Crunch Almond (16g), Oatmeal Crisp Hearty Raisin (19g), Raisin
Nut Bran (14 g), Total Raisin Bran (17g), and Wheaties Fuel (18g) (General Mills, Inc,
2013, Big).
39
(“Google Images,” 2013, “active children”)
40. Past Efforts
We as a company have taken somewhat of an initiative to lower sugars in our cereals. In
2005, we tried to “set the goal of taking out 10% of something on the bad list, such as
sodium, sugar, fat or calories, or adding 10% of something beneficial, such as vitamins,
fiber or whole gran” (Jargon, 2011, Para. 6).
By doing this, we were able to get most of our cereals down to 10g of sugar (or less) per
serving (Jargon, 2011, Para. 12). However, director of nutrition policy for the Center for
Science in the Public Interest Margo Wootan states, “...since a serving size is only 30
grams or less, a third of that serving is still sugar” (Jargon, 2011, Para. 13). Although it is
1/3 sugar, our product is still under the daily 12g for children 4-8, so cereals with this
amount of sugar are still reach our goal.
Health Movement
Within the past few years, consumers have been health-conscious and have been looking
to purchase healthy products. For example in 2011, ‘...56% of [General Mills’] sales
came from products that the company categorizes as “better for you”’ (Jargon, 2011,
Para. 21). Because of this movement, we as a company would benefit in reducing sugar
in cereals to appeal to the health-conscious consumers, which is on the rise today.
We took this approach into consideration earlier this year with the reduced-calorie
Yoplait Greek 100. With the selling of this product we brought in $150 million in sales,
which resulted in a net sale growth of 8% (Abrahamian, 2013, Para. 3 &7). By having
this low-calorie yogurt, consumers saw this as appealing and resulted in an increase in
revenue for General Mills.
Competitors
In 2007, our competitors Kellogg Co. reduced the sugar in their cereals, as well. For
example, their brands of cereal Froot Loops, Apple Jacks, and Corn Pops were all in
between 15-16g of sugar before the reduction. After Kellogg Co. decided to reduce the
amount of sugars, the amount was in between 10-12g per serving in each cereal (Jargon,
2011, Para. 16). Since our competitors are taking notice of the health movement, it would
be wise if we did the same to keep up with the improving health of cereals.
40
41. (“Google Images”, 2012, “Kellogg Froot Loops Apple Jacks Corn Pops”.)
Strategy
With changing the ingredients and reducing the amount of sugar in cereals, the taste
becomes an important factor. However, there are simple ways to make the cereal still
taste good while still making it more nutritious. For example, food scientists can make
reduced-sugar cereals taste the same by adding natural flavors instead of actual sugar
(Jargon, 2011, Para. 7).
Another way that scientists reduce the sugar is by changing “...the placement of the sugar
from within the puff or flake to a coating around it” which is said to “change how your
palate receives the sweetness” (Jargon, 2011, Para. 7). This will allow the piece of cereal
to have less sugar because there will only be added sugar on the actual cereal piece, as
opposed to within it.
Fit to Criteria
Overall, the strategy to reduce the amount of sugar in all cereals over 12g of sugar fits
with the four criteria faithfulness to the brand, nutrition, ethical marketing, and
competition with other brands. This strategy would be beneficial to our company because
it fits with all of these aspects.
Faithfulness to the Brand
With the change of lowering the sugar content in high sugar cereals, we are still staying
faithful to their brand. Again, our mission is “To make lives healthier, easier and richer.
Nourishing lives” (General Mills Inc., 2013, Mission. Para. 1). With this being said, the
strategy of lowering the amount of sugar still supports our goal of nourishing families and
providing them with a healthy lifestyle.
Nutrition
By using the strategy to lower sugars in our cereals, we are obviously fulfilling the
criteria of making our product more nutritious. As mentioned, our goal is to reduce each
of our cereals to 12g of sugar or less per serving. By doing this, we as a company will be
at the 12g mark of daily sugar allowance for children ages 8-12. This way we cannot be
criticized for providing children with over their daily allowance of sugar.
Ethical Marketing
We will be able to have more ethical marketing if we reduced our sugar content in our
cereals. Since sugars will be lowered, it would make it more ethical to market to children
because we will not be marketing cereals that are over a child’s daily intake of sugar to
kids, directly.
41
42. Competition with other brands
Lastly, with the goal to reduce sugars in our cereals, we will be able to compete with
other cereal companies. As mentioned earlier, our competitor, Kellogg Co. reduced
sugars in their cereals in 2007. For cereals like Froot Loops, Apple Jacks, and Corn Pops
that were originally between 15-16g of sugar, Kellogg Co. reduced the sugar content in
these cereals to between 10-12g (Jargon, 2011, Para. 16). If we were to take a similar
approach and reduce sugars in our cereals, we would be able to compete with Kellogg
Co. with the idea of reducing sugars.
Our Recommendation
After deciding if each proposed solution fit to each of our criteria, we recommend that
General Mills lowers the sugar content in cereals over 12g of sugar per serving. This
would be the best option for us to take, because lowering the sugars to 12g per serving
will limit health issues such as obesity relating to consumption of our products, without
completely altering our product.
By using this strategy, we can improve the health of our products while still fulfilling
each of our four criteria. We stay faithful to our brand because of our movement to
becoming more healthy, maintain nutritional standards because we are lowering the
sugars, being ethical in our marketing because our product will reflect our healthy
marketing, and will stay in the competition with other brands because we are reducing
our sugars which many other brands are doing today.
42
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