The main competition will be from our top competitors; General Mills, Ralcorp, Nestles’, and Quaker. All of them offer breakfast cereal as part of their product mix and most have some type of an instant breakfast product. None however offer a product that is set up to eat cold by adding only water this will provide Kellogg with a competitive advantage. General Mills – A fortune 500 company, food products is its primary business. “The world’s sixth largest food company (General Mills, 2010).” General Mills markets many popular cereal products including Cheerios’ and Lucky Charms both of which are very competitive with our current product line. They have a global presence with revenues of USD 14,796.5 million and will remain one of our top
competitors. Ralcorp Holdings – Ralcorp is the parent company of Post Foods and is also a nationally acclaimed Ready-To-Eat cereal company. Post Foods products include Honey Bunches of Oats, Pebbles in the US and Shreddies in Canada. Post Foods is currently expanding especially using brand extension strategies. During the past year Post made significant improvements in their production capabilities and have. “Unique marketing programs for consumers, as well as customized packaging and category management information for retailers, further enhance the high value of Post brands and strengthen shopper loyalty.” Nestles’ – Nestles’ S.A. is actually a Swiss company founded in Vevey, Switzerland. Nestles’ offers many types of instant breakfast products and is the largest consumer packaged goods company in the world. Nestles’ currently operates in 86 countries and is a true global competitor. Nestles’ experience with instant breakfast offerings will place them in a position to be a major competitor for TruMoo in the future. Quaker Oats – Quaker Oats was founded in Ravenna, Ohio when four oat mills decided to merge. Quaker was bought out by PepsiCo in 2001and is now the fourth largest consumer goods company in the world. Quaker offers a wide variety of breakfast cereal including Cap’n Crunch, Life, and Quisp. Quaker’s cereal products are marketed as a healthy choice to consumers and will compete with TruMoo from the health conscious aspect.
Brookshire’s Grocery Company is a privately held Texas based retail food chain that operates in Texas, Louisiana, and Arkansas. The company’s corporate office and headquarters are located in Tyler, Texas at the Tyler distribution center. Brookshire’s operates under three distinct banners: Brookshire’s food stores which are full service supermarkets, Super 1 Foods stores which are upscale warehouse style stores, and FRESH by Brookshire’s which is a concept store. Brookshire’s Grocery is rated #193 on the Forbes America’s Largest Private Company List with revenues of 2.4 billion as of December of 2013 (Forbes, 2013).
Nutri-Grain cereal bars were created by the Kellogg Company and first introduced in the 1970’s Australia. They were later introduced to the United States and other countries. As more women began to work outside the home, the ritual of a family breakfast became obsolete as many individuals turned to quicker solutions for breakfast. The Nutri-Grain bar soon became popular as the on-the-go snack during the 1990’s. The cereal bar also comes in a variety of flavors that kids love, from blueberry to strawberry yogurt and has the texture a soft, homemade cookie. This television commercial centers on the theme of fostering a relationship between today’s kids and nature (see Appendix A). As the youth of today spends more time in the electronic world,
John Harvey Kellogg wanted to cure “Americanitis”, which was the stomachache caused by the typical American breakfast. This breakfast consisted of sausage, fried ham, beefsteak, bacon, with whiskey and salt added on top. He decided to build a tiny health center that helped American improve their heath. In that center, he provided tips for healthy eating, and exercises. He did not allow fats, salt, or sugar in his clinic. In 1894, he took a trip to Denver, where he met an entrepreneur who invented a cereal made of shredded wheat. This inspired Kellogg to take this idea back home, and share with his brother, Will. Kellogg and his brother began to experiment, and created many cereals. They then met C.W. Post, and decided to collaborate and were eventually called themselves The Big Three. They invented 108 different brands of cereals. In the 1940s, they began adding a candy coating to the cereal. The Big Three controlled about 85% of the cereal market. The public’s enthusiasm for cereal grew drastically because women, who had children, had more time in the morning. Although convenience was the key to starting the day, the Big Three could not control the breakfast table without being finessed.
Cheerios are breakfast cereal eaten by millions of Americans every day. General Mills shares with the public through their ads that Cheerios are a healthy breakfast and snack that brings the benefits of oats, low sugar, and vitamins and minerals into our diet. Honey Nut Cheerios is one of the many cereals that General Mills have which they claim is good for our health because of the ingredients they use. Some of the ingredients that are in the cereal have raised red flags for consumers, like the sugar content that is much higher than other cereals and the GMO’s that are in it. Since this information is not widely publicized, consumers who are unaware of the different serving sizes and ingredients will consume a higher amount of unwanted sugar that would put them at risk of diabetes and other health issues in the long run.
“If you live in a free market and a free society, shouldn’t you have the right to know what you’re buying? It’s shocking that we don’t and it’s shocking how much is kept from us” (Kenner). For years, the American public has been in the dark about the conditions under which the meat on their plate was produced. The movie, Food Inc. uncovers the harsh truths about the food industry. This shows that muckraking is still an effective means of creating change as shown by Robert Kenner’s movie, Food Inc. and the reforms to the food industry that followed its release.
Vitamin B-12 is essential for energy production as well as influencing the way your body uses carbohydrates.
F.M.C.G. Company Heinz is the most global U.S. based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.
For this case, I had role of VP Customer Relations. I negotiated against other VP’s to improve Snapple’s market share and brand image. The main goal of the group was to resolve the issues for Quaker Oats after its association with Snapple. I believed that this can be best accomplished by introducing a sports drinks and not focusing on expanding the variety of flavors in fruit drinks. My views regarding this interest were determined by fact that it will exalt the prestige of my department, thus fulfilling my interest too. However, I felt that these views were in direct contrast with other VP’s, especially with VP’s of Marketing and Finance.
Coolcargo and Frito-Lay implemented technical solutions for agricultural-products transportation following customers’ requirements. Coolcargo developed a transport-system for maintain fresh asparagus at controlled temperature from production site in Thailand to final destination in UK (UOL, 2013). Frito-Lay developed a global agile supply-chain for manufacturing and distributing salty-snacks to end-customers that allows processing agricultural-products in less than 24 hours for flavor guarantee (PepsiCo, 2013).
Mondelez International Inc. is a global snacking powerhouse with 2012 revenue of $35billion. ("Mondelez international reports," 2013) Mondelez International Inc. is selling its products in 165 countries, and it is a leader in the world in selling candy, coffee, chocolate, biscuits, etc, with brands such as Milka Chocolate, Cadbury Dairy Milk, Cadbury, LU, Jacobs coffee, Oreo biscuits and Nabisco, Trident Gum and Tang. ("Mondelez international reports," 2013)
Weis Markets is now expanding in the Mid-Atlantic. After buying 38 Lion Food stores which also includes twelve from the Baltimore area.
The purpose of this project is to show how financially stable the Kraft Foods Group is and demonstrates what its strengths and weaknesses are. The reader can expect to find out what Kraft Food Group is and about their financial history for the last five years. This business participates in the consumer packaged food and beverage industry. The markets that Kraft Food Group sell to are the United States and Canada. Some brands that are included in this company are Kraft, Maxwell House, Oscar Mayer, Planers, Kool-Aid, Velveeta, Capri Sun, and Philadelphia to name just a few. This company was started in 1903 by James Lewis Kraft. Mr. Kraft used a wagon and horse and started selling cheese to businesses in Chicago, Illinois. In 1909,
Toothbrush manufacturers have poured millions of dollars and hours, to marry form and function in oral health care products that enable their users to brush frequently, comfortably, and above all, properly. Along the way, they have built the U.S. oral care market into a $2.9 billion industry, changed the brushing habits of millions and turned the lowly toothbrush into a trendy lifestyle accessory.
c.) Some iconic brands include; Beverage: Pepsi, Mountain Dew, Gatorade, Sierra Mist, Tropicana, Brisk, Lipton; Food: Quaker Oats, WBD, Rold Gold pretzels; Snack: Lay’s, Doritos, Cheetos, Tostitos. The mission statement is “to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats”. We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth.” II.
Ben Cohen and Jerry Greenfield founded Ben & Jerry's Homemade Ice Cream in 1978. Over the years, Ben & Jerry's evolved into a socially-oriented, independent-minded industry leader in the super-premium ice cream market. The company has had a history of donating 7.5% of its pre-tax earnings to societal and community causes. Ben and Jerry further extended their generosity by offering 75,000 shares at $10.50 per share exclusively to Vermont residents, so that they may help those who first supported the company; Ben and Jerry's wanted residents to profit from their venture as well. In addition, steady growth and a widely recognized brand name helped Ben and Jerry's obtain 45 percent of the premium ice-cream market, yet the company stock price remained stagnant at $21 a share for several years.