...Case Analysis Cereal Wa Consumer Behavior (BME-213914-13sp1) April 30, 2013 Dr. Lydia MacKenzie Abstract The cereal market which was highly competitive was decreasing in the 1990s. The sales were dropping increasingly. The sales were flat and not getting any better. According to Fraser, Jill Andresky “with sales basically flat, gross profit margins slipped from 53.2% in 1996 to 52.1% in 1997 and 51.5% in 1998. Earnings per share (EPS) dropped from $1.53 to $1.35 during the same period.” This struggles changes when in 1999 Carlos Gutierrez was appoint as the CEO of Kellogg, a longtime company insider, bringing the company to be the top cereal seller for the first time ever. He accomplished this by aggressively making the largest acquisition in Kellogg’s history when he purchases other companies. According to Fraser, Jill Andresky “the 2001 purchase of Keebler Foods Co., a successful cookie and snack-food manufacturer. This purchase helped push corporate revenues from about $6 billion in 2000 to $8.3 billion in 2002. More important, it broadened the company's universe beyond the highly competitive, flat-growth world of breakfast cereals and provided new avenues through which to expand proven brands while boosting margins and earnings.” Consumer-product Relationship for Three Segments Breakfast Cereal Market Marketers need to understand how kids, teens/young adults and baby boomers see breakfast cereal accommodating into their life style, so marketers need to understand...
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...1572081 The Ready-to-Eat Breakfast Cereal Industry in 1994 (HBS 711462) Q.№1 – Why has the RTE cereal been such a profitable business? What changes have led to the industry crisis of 1994? To begin, historically the RTE cereal industry market shares showed great persistence. There are several reasons of it. Firstly, the industry is been oligopolized by Big Three (Kellogg, General Mills, General Foods) and had restrained competition among themselves by achieving effective unwritten agreement to limit in-pack premiums- free toys or gifts included in the package – to one brand at a time for each company and to refrain from trade dealing-offering discounts to retailers for special treatment or special promotions. Then, the Big Three had prevented entry into the industry by encouraging supermarkets and other retailors to adopt a shelf space plan that ensured that the Big Three’s products received the most valued position. Crisis appeared in 1994, when major firms continually introduced new products that market became fragmented. The two most highly touted product introductions of 1994 were “co-branded” cereal. As a fact, low price was the primary appeal of private label cereals. Also, they perceived to offer better margins to the retailers. Q.№2 – Imagine that your group wants to enter the RTE Cereal industry in 1994. What are the investment items you should consider? How much should these items cost in total? RTE cereal plant was estimated to require a capacity...
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...growing is used to feed our animals and only ten percent of it is used to produce human foods. You can consume oats in many products, such as the most common is cereals. Cereal brands such as honey bunches of oats, Honey nut O’s, Oatmeal, granola bars, porridge etc and other tasty treats such as oatcakes and oatmeal cookies. General mills produces cheerios in which are made with oats. When General mills market their cheerios product, they use a cartoon image such as the bee to promote its honey nut cheerios. They also use bright colors that represent the cheerios flavoring. For example Apple cinnamon cheerios green box, banana nut cheerios is in a bright yellow box, bright blue box for the frost cheerios. So not only do the bright colors attract your eye but associate with you choice of flavor. One of My favorite products in which you can find oats in is General Mills cereal products. Cascadian farms cereal which is an organic cereal is my favorite brand they distribute. The Cascadian farms are located in Rockport, WA. On there 28-arce farm they grow their own crops and protecting their local ecosystem by using organic methods. They also grow their own organic strawberries, raspberries, hardy kiwis, peppers, corn and pumpkins, which one could imagine would come in handy when it comes to making cereals with various...
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...examples fiber helps to protect against breast cancer, and colon cancer. Fiber lowers cholesterol, stabilizes blood sugar, and helps to prevent obesity by making a person feel like they are full longer and as a result, eat less. There are two kinds of fibers; soluble and insoluble. Soluble fiber dissolves in water to form a gel – like substance that swells. Soluble fiber helps to keep blood glucose levels where they should be and lowers ones cholesterol. Examples of soluble fibers are oats, beans, peas, apples, and berries. The other type of fiber is insoluble fiber; this type of fiber does not dissolve. Insoluble fibers increase the movement of material through ones digestive tract. Examples of insoluble fiber are whole wheat breads, wheat cereals, cabbage, beets, carrots, Brussels sprouts, and apple skins. It is important that an adult who consumes a diet that consists of two thousand calories daily should eat six to eight servings of grains each day and a total of twenty five grams of fiber daily. It is recommended that children follow the rule for ages five plus. An example would be a seven year old should be eating thirteen grams of fiber daily. When looking for information on the amount of fiber an adult should be consuming daily one can easily find it on the internet. Reference American Heart Association (2010). Heart and stroke, fiber. Retrieved from...
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...currently in their development phase. The problems they may face at time of launch are whether or not the pump would be gentle enough not to rupture blood cells. The uncertainties that exist are whether or not the magnetic levitation heart pump would meet the long term industry standard. World Heart can use today’s micro tech ology to exist in managing any uncertainties. Ch. 03 - New Product Strategy at Kellogg. Smores grain bars. PIC (Product Innovation charter) Background develops a good tasting yet healthy snack bar. The guidelines are to be the first ones to hit the market with a great tasting snack bar. The goal is to market dominance and a 25% market share the first year. Kellogg’s PIC has brought them from #2 back to #1 in the cereal market and the focus is to stay there. Various new products such as collaboration with Reese’s and Girl Scout cookies offer a new taste everyone will love. Ch. 03 - New Product Strategy at Kellogg. Smores grain bars. PIC (Product Innovation charter) Background develops a good tasting yet healthy snack bar. The guidelines are to be the first...
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...other nutritional benefits that benefit other parts of the body such as with the gastrointestinal digestive system. Some of the differences between soluble and insoluble fiber would be the capacity of water they are able to hold; for example “soluble” fibers have a high water-holding capacity. Soluble fiber has been associated with increased diet quality and decreased risk of cardiovascular disease. Foods high in soluble fiber include oat bran, oatmeal, beans, peas, rice bran, barley, citrus fruits, strawberries and apple pulp. Insoluble fiber has been associated with decreased cardiovascular risk and slower progression of cardiovascular disease in high-risk individuals. Foods high in insoluble fiber include whole-wheat breads, wheat cereals, wheat bran, rye, rice, barley, most other grains, cabbage, beets, carrots, Brussels sprouts, turnips, cauliflower and apple skin. According to the article, part of the recommendations for children and fiber are that children consume the amount of energy intake needed and as they grow into an adult with an adult caloric intake; approximately 1500 or more. When determining the amount of fiber to be in taken by a child the “age plus five” rule is mentioned. A good way to explain it would be to take the child’s age plus five and that would be the number of grams of fiber per day recommended; verses an adult recommendation of 25 to 30 grams per day. Fiber impacts Coronary Heart Disease by reducing your risk of developing a heart attack...
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...Natural Cereals Case Questions Question 1: After strongly reviewing this situation over and over again, I have realized how difficult and important this decision really is to our company. I believe my co-workers Sally Thompson and Joe Bradley have done an exceptional job so far, and have definitely pointed our marketing department in the right direction. After our company implemented Sally’s proposal, our market share increased three points, which she definitely deserves credit for. However, her proposal has led to some active criticism from the public which has left our group manager Tom Miller displeased because of how valuable this proposal is to our Natural Cereals division. Sally’s proposal included a limited health message to the high fiber content in our bran cereals. She indicated in a very cautious way that food high in fiber has been associated with studies to lower rates of some forms of cancer; however, she did not go about saying that our bran cereals had more bran than other competing bran cereals. She also went about featuring our new “Re-sealable Pack,” which allows the inside bag to be resealed for freshness, and included a 35 cent coupon toward the next purchase of a product of Natural Cereal. Although she believed her proposal avoided deception to our consumers, one key criticism we have received for Sally’s efforts is that we jumped on the company bandwagon that makes often misleading or incomplete health claims. Tom believes we cannot afford...
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...Wintone Machinery is a professional rice mill machinery manufacturing enterprise, the main products are rice processing equipment including: the raw grain cleaning machine, de-stone machine, paddy husker, paddy separating machine, horizontal rice milling machine, vertical rice milling machine . The grinding mill can also be combined with a variety of other devices such as the rice sorting machine, rice polishing machine, bucket elevator, and power distribution cabinets. Our main products are RICE MILLING MACHINE, stone picker, flour miller, rice elevator, rice cake making machine and grain sorting machine. We wish to call your particular attention to this fact that our market share of rice milling machine of which horse power is from 3 to 5 class in Japanese domestic is over 50%, so we are absolutely sure that they are excellent in the rice milling efficiency and those finish. In overseas countries there are actual export to Korea, China, Thailand, Vietnam and Sri Lanka. For the farm areas, we have succeeded to develop the special type of machine unified the functions of hulling and rice milling for Asia only. Rice milling of low cost and high quality is completed by joining together stone picker and sorting machine. In addition it, the RICE MILLING MACHINERY business used at the store, for example, the Supper Market and the Department Store, can make a free choice of such rice milling finish as partial pounding and clean pearled rice without water, and it is easily possible...
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...First, what is CORN CLEANING MACHINE ? Corn cleaning machine refers to the TQSF single gravity destoner machine here. The gravity destoner machine is the most ideal corn cleaning machine in the world. TQSF corn cleaning machine has the dual functions of classifying and stone removing. It includes screening, classifying, stone removing and winnowing. In recent years, the people looking for investment chances are more and more. Corn and grain, as the necessary part in our daily life, will definitely attract more attentions. Therefore, corn cleaning machine will be a thriving industry. Investment in this industry will be a wise choice. Maybe you are not strange to corn cleaning machine. As the corn and grain planting superpower, China exports large quantity of food each year. This will be the booster for the corn cleaning machine development. Current corn cleaning machine is well received by the people for its advance corn cleaning machine and grain processing equipment, automatic control system and continuous innovation. Then, let's analyze corn cleaning machine in Africa. We take corn cleaning machine as the example. In Africa, corn cleaning machine is among the most traditional and necessary units. Taking into consideration the African market needs and market requirement, corn cleaning machine is considered to become more and more popular. It can not only be established at a lower cost but is versatile as well - since maize flour can be obtained from it for commercial...
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...Gravity destoner machine is not only widely applied for removing stone from all kinds of seeds and grains, also can be used in other fields such as remove stone from active carbon. Using the difference of specific gravity and suspending speed between grains and stones, and by means of air stream passing up through space of grain kernels, the stoner separates stones from grains. GRAVITY DESTONER MACHINE produced by Win Tone Machinery is absolutely reliable. The heavy impurities such as stones having the same size and shame with grain kernels are in the lower layer and move to the stone outlet by means of directional, slope and reciprocating movement of stoning sieve plate, while grains floating in the upper layer roll under self gravity to discharge outlet, so as to separate from grains the stones having the same size and shame with grain kernels. Wintone Machinery is mainly engaged in gravity destoner machine, wheat processing engineering, wheat equipment manufacturing, installation, commissioning and training service. Win Tone machinery has rich experience in gravity destoner machine installing and producing, scientific management methods, complete quality assurance system, which guarantee us to finish our each oil processing project reliably. Gravity destoner machine is tested on various quality parameters and is designed in compliance with the set industry standards. We offer these machines according to the customers requirements at affordable prices. Want to know...
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...Buying Rice Vibrating Cleaning Sieve from China TQLZ series Rice Vibrating Cleaning Sieve is suitable for cleaning raw grain for grain processing plant and grain storage. The Rice Vibrating Cleaning Sieve of different specification can separate large, small and light impurities from wheat, paddy ,corn and oil bearing materials. Rice Vibrating Cleaning Sieve is designed with doubledecked sieve, and good seal. It has much better effects especially for big impurities contained in grain. It is also used for granule separation in food and chemical industry. The Rice Vibrating Cleaning Sieve is driven by double vibratory motors , which enables the airtight sieve to keep a back-and-forth track of movement with different angles and amplitude . It can be used in the cleaning stages for grain warehouse , mills ,feed-grain process factory and oil factory to remove impurity and barnyard grass from paddy , wheat , corn and sunflower seeds , in addition , it can also be used in the grading of intermediary and final rice products . We can supply you with reasonable and competitive price and good quality TQLZ Series Rice Vibrating Cleaning Sieve. If you are interested in any of products, please contact us for more information. TQLZ series Rice Vibrating Cleaning Sieve is suitable for cleaning raw grain for grain processing plant and grain storage. The Rice Vibrating Cleaning Sieve of different specification...
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...Introduction of the Product: Special K Special K is a lightly toasted breakfast cereal manufactured by the Kellogg Company. The cereal was introduced to the United States in 1956. It is made primarily from rice and wheat. The core target for Special K is usually women from 25 to 49 years. First and foremost the brand is supposed to speak to weight conscious women, who desire to attain a slimmer shape either for a healthy lifestyle or for an occasion. It is marketed primarily as a low-fat cereal that can be eaten to help one lose weight. It frequently has give-away offers for various health and fitness products or contains dieting information on the back of the box. It is also generally targeted at adults, rather than children. It is a multigrain cereal of oats, corn and wheat and flakes balanced with natural carbohydrates and vitamins, which enriches the daily diet with protein and fiber. The Special K line was introduced as a weight management product that helps reducing weight in an easy and faster way. The Special K line is available in these eight main flavors in Spain: * Special K Classic * Special K Chocolate Negro * Special K Chocolate con Leche * Special K Frutas Rojas * Special K Avena Integral con Miel Special K comes in 360g and 630g packs. All items in the product line are labeled according to Kellogg’s and ‘Special K’s corporate designs. Hence it is easy to recognize in-store and by this the shopping process is eased The diet that Special K advocates...
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...| | FRECUENCIA DE ALIMENTOS(cuantos días de la semana consume estos grupos de alimentos siendo un 7 todos los días y un 0 ninguno) | FRUTAS 0 | VERDURAS 2 | ALERGIAS: ninguna | CEREALES C/GRASA 3 | CEREALES S/GRASA 3 | INTOLERANCIAS: ninguna | LEGUMINOSAS 2 | POA | ALIMENTOS QUE NO LE GUSTEN: cilantro | LECHE (E)(S) (D) 0 | AZUCAR 1 | GRASA VEGT 0 | GRASA SAT 3 | PESO HABITUAL (ULTIMOS 6 MESES): | PESO MAXIMO: 89 | ULIMOS 6 MESES GANO O PERDIO PESO: | PESO ACTUAL: 85 | ESTATURA: 1.80 | RECORDATORIO DE 24 HORAS (Escriba detalladamente su rutina diaria y todo lo que comió hoy en el día desde que despertó o en un día normal. Ejemplo; despierto a las 7 am voy al gimnasio, después desayuno un cereal y voy al colegio etc…) El dia de hoy: Me levante alas 9 am y solo tome agua, fui a clase de 10 a 1pm. No comi nada hasta las 6 pm, comi alitas de pollo Normalmente: Me levanto a las 9, tomo agua, me voy a clase de 10 a 1 pm. Regreso a casa, como algun guisado con arroz, o aveces ensalada, regreso a clases...
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...often say "eat more grains," "grains on the body good" and "Cereal is a good thing." Why eat grains, it what good is it? Eat whole grain cereals can increase the supply of nutrients Eat whole grains allows people to get more nutrients under the premise eat. Gastrointestinal bad people do not because the coarse grain "rough" appearance and refused to eat whole grains, simply choose the good kind, not only will not increase the burden on the digestive system, but can help to absorb more nutrients. Such as millet, big yellow rice, sorghum, rice, brown rice, lotus seeds, etc., porridge eating easily digested and absorbed. Eat whole grain cereals strong sense of fullness, not hungry porridge Eat a bowl of bean porridge grains very full, very long time hungry. The same energy, rice, bread to eat fast satiety poor, it is easy to feel hungry, the result is not consciously let the body intake of calories. To long-term weight loss, you need to control dietary energy, and vitamins and minerals and other nutrients like Less, obviously not feeling hungry. That being the case, why not select energy such circumstances satiety stronger, more nutritious grains porridge it? Eat whole grain cereals can help prevent obesity Studies have shown that everyday people ate the most whole grain, fat with age, the risk is relatively small, and eat refined white rice, refined flour man, middle-aged fat risk is very large. Eat whole grain cereals is not easy to overeating, and postprandial glucose rise slowly...
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...Corn Flour Milling Machine Model: NF series duplex This Corn Flour Milling Machine Features: Complete function, low noise, no dust, high degree of automation, convenient installation and low production cost. High automation degree, reasonable structure, stable running, reliable features, low energy consumption, high efficiency, low production cost, good benefit, low noise, no dust, safety and sanitation, energy conservation and environmental protection, easy installation and convenient maintenance. It grinds wheat, flour or other cereals or grains into flour by the grinding roll of the grinder. Then the flour is winnowed and screened by the circular screen. At last, we package the flour and the bran separately. Duplex Corn Flour Milling Machine is mainly used in small size of coarse grain flour processing plants. Corn Flour Milling Machine working principle and features: The moisture content of the unprocessed grains should be 13.5～14.5%. Start the blower and then start the grinder. When the blower and the grinder are both started, the workbin can be blanking. When the grinding head stock bin has material, then we operate by the order of the combined grinding brake. When we shut down the machine, we should shut down the grinder first, then the blower. Flour milling process should be repeated. We can adjust the roll clearance three to four times successively until it reaches the flour yield. It can adjust the flow by adjusting the clearance between the flow...
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