...In this essay, we will use "Yoplait" yogurt company to discuss what is positioning and how has the company positioned its products? Yogurt is a dairy product produced by bacterial fermentation of milk and is believed to be found in 2000 BC. Dairying is Australia's third largest rural industry nowadays. It is also a major regional employer, not only on-farm but also through processing, manufacturing and distribution of finished products. Yoplait yogurt company is originally a French company and it is now the world's second-ranking brand in ultra-fresh products. Yoplait was launched in Australia and was pioneers of the yogurt market in Australia. In 1995, National Foods Ltd. secured the rights to manufacture and distribute Yoplait fresh dairy food products in Australia (Yoplait Australia, 2011). According to Kotler, Brown, Burton, Deans & Armstrong (2010), "Product position, is the way the product is defined by consumers on important attributes -- the place the product occupies in consumers' mind relative to completing products" (p.280). The position of the product is usually decided by the company when it has decided to enter which segments of the market. Nowadays, information about products and services are everywhere in the atmosphere, customers is hard to evaluate products every time they make a buying decision. They usually organise products into different categories, therefore, the product's position is the complex set of perceptions, impressions and feeling hold...
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...KENT NYANDIEKA GENERAL MILLS SWOT ANALYSIS MGMT303 GENERAL MILLS HISTORY Critics criticized Cadwallader C. Washburn idea of starting a milling company. They said demand for flour from Midwestern spring wheat would never match what Washburn’s company could supplies. He didn’t see it that way. Washburn formed the Minneapolis Milling Company in 1856 to lease power rights to mill operators, and 10 years later he built his first flour mill near the falls of St. Anthony on the Mississippi River in Minneapolis. Despite continued criticism, he built a second, even larger facility in 1874. (General Mills) Within five years Washburn’s mill was destroyed in a floor dust explosion. Undeterred, Washburn immediately began building a better mill containing evolutionary new machinery to enhance both the safety of the operation and the quality of the flour. In 1880, Washburn and Crosby entered their finest flours in competition at the first International Millers’ Exhibition in Cincinnati, Ohio, winning the gold, silver and bronze medals, and establishing the Washburn Crosby Company’s flour as the best in the world. (General Mills). Soon after, the company changed the name of its finest flour to Gold Medal flour, which is still the No. 1 flour brand in America today. MISSION STATEMENT Our mission is to nourishing lives- making life healthier, easier and richer. (Company, 2012) GENERAL MILLS STRENGTHS One of the major strengths of General Mills is that they have established food brands...
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...the wide range of food products. General Mills operates through three business divisions, U.S. retail, international services, and bakeries and food service. Its consumer brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, and Wanchai Ferry. Its main headquarter is in Minneapolis and the company operates in more then 100 countries. General Mills’ International operations have been growing rapidly in recent years. Fiscal 2012 international segment net sales are expected to exceed US$4 billion. including sales from the Yoplait international yogurt business acquired July 1,2011. International sales are growing 22%, although earnings will be flat with last year, capped by one-time charges in 2012 for acquisitions of brands in Canada, Brazil and the U.S. General Mills product line is very well increasing in revenue and one main product that has been a huge seller is the Greek 100. Greek 100 is General Mills’ biggest-selling new Yoplait product in at least 20 years. It’s expected to do $140 million in sales in its first full year. Only about 2 percent of new consumer product launches do over $50 million in their first year so that’s really a big move. Greek 100 helped Yoplait gain ground in the Greek segment over the past year, though its market share is still only in the high single digits. As far as the companies culture goes, one thing that is interesting is they practice meditation. For seven years...
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...General Mills 2014 ANNUAL REPORT PUTTING THE CONSUMER Our Fiscal 2014 Financial Highlights In millions, except per share and return on capital data 52 weeks ended 52 weeks ended May 25, 2014 May 26, 2013 Change Net Sales Adjusted Segment Operating Profit* Net Earnings Attributable to General Mills Diluted Earnings per Share (EPS) Adjusted Diluted EPS, Excluding Certain Items Affecting Comparability* Return on Average Total Capital* Average Diluted Shares Outstanding Dividends per Share $17,910 $ 3,154 $ 1,824 $ 2.83 $ 2.82 11.6% 646 $ 1.55 $17,774 $ 3,223 $ 1,855 $ 2.79 $ 2.72 12.0% 666 $ 1.32 + 1% − 2% − 2% + 1% + 4% −40 basis pts. − 3% +17% N ET SA LE S Dollars in millions 2010 201 1 2012 2013 2014 14,636 14,880 16,658 17,774 17,910 A DJ USTE D S E G M E NT O PE R ATI N G PRO F IT * Dollars in millions 2010 201 1 2012 2013 2014 2,854 2,946 3,012 3,223 3,154 A DJ USTE D D I LUTE D E A R N I N G S PE R S H A R E * Dollars 2010 201 1 2012 2013 2014 2.31 2.48 2.56 2.72 2.82 D I V I D E N DS PE R S H A R E Dollars 2010 201 1 2012 2013 2014 0.96 1.12 1.22 1.32 1.55 *See page 87 for discussion of non-GAAP measures. Putting the Consumer First At General Mills, our key strategy for growing our worldwide food businesses is to Put the Consumer First. We work to connect with consumers and develop deep insight into what they like to eat, where they shop for food, and how they approach cooking today. From product development to manufacturing...
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...you begin to look at the side of the box. What ingredients are in Cheerios? How are they processed and made? Who makes them? What does the factory look like? How are Cheerios packaged? What happens to the packaging when you throw the box away? How does General Mills do it all? How do they maintain customer loyalty? How do they manage their products? What is added to the product to satisfy the customer? General Mills’ brands are best known for quality and value added to their products. General Mills not only creates economic value, but it creates social and environmental value in the way it operates. General Mills is one of the largest companies in the world. Cheerios being one, General Mills manages 32 brands that offer various products. Yoplait offers many yogurt products focusing on the “goodness of taste” while supporting digestive health. Progresso offers a variety of soups and beans, as well as pasta dishes. Don’t forget about the Pillsbury crescent rolls at Thanksgiving or the chocolate chip cookies from Grandma’s house. These brands are all run by the company General Mills. As consumers, we sometimes question the entire process of how a product is made. Sometimes we wonder about the business that develops our products and what procedures they go through to create satisfaction for their customers. A ccording to their mission on the company website, General Mills strives to “nourish lives” by making them “healthier, easier, and richer” (General Mills, 2014). While this is...
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...THE DANNON COMPANY: MARKETING AND CORPORATE SOCIAL RESPONSIBILITY (A) Question 1) Should Dannon proactively communicate its CSR activities to the public? Discuss pros and cons of your decision. Answer: Dannon should not communicate its CSR activities to the public. Dannon and Yoplait are the two leading company in US with Yoplait have 35.4% market share and Dannon is second with 28.9% market share. Dannon is not too far behind Yoplait and so they don’t need to do much to become the number 1 player in America. Also, the consumers can gather more knowledge about the CSR activities of Dannon through the Dannon cares section on the website and the 16- page Corporate Social Responsibility Overview. So, it is not that the consumers are fully unaware of the company’s CSR activities. The pros of not communicating the CSR activities are: * When they will spend their marketing budget on TV ads, in-store shopper marketing tactics, branded websites etc. people will become more aware about the high health benefit products that they provide and thus increase the consumption. * Communicating its CSR activities to the public will not be of much benefit because consumers are more concerned about how much satisfaction the product can provide and how it impacts their life. * As the consumption increases, the loyalty will increase and there will be long-term sales impact. * Sometimes the consumers...
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...GENERAL MILLS, INCORPORATED A Cost Accounting Analysis COMPANY BACKGROUND General Mills (GSI) is the sixth largest food company in the world. The company currently operates in more than 100 foreign countries and employs over 35,000 people. . GSI manufactures and markets branded consumer foods worldwide and supplies branded and unbranded food products to the foodservice and commercial baking industries. The company manufactures cereals, yogurt, ready-to-serve soup, dry dinners, frozen vegetables, refrigerated and frozen dough products, dessert and baking mixes, frozen pizza, flour, fruit and snacks; and organic products, including soup, granola bars, and cereals; and ice cream and frozen desserts, and high fiber snacks. Its best knows product brands are Betty Crocker, Green Giant, Pillsbury, Old El Paso, Cheerios and Haagen-Dazs. It markets its products through its direct sales, broker and distribution a to grocery stores, mass merchandisers, membership stores, natural food chains, drug, dollar and discount chains, commercial and noncommercial foodservice distributors and operators, restaurants, and convenience stores. The company was founded in 1928 and is based in Minneapolis, Minnesota. GSI’s businesses are organized into three operating segments: U.S. Retail, International, and Bakeries and Foodservice. The U.S. Retail segment includes sales to grocery stores, mass merchandising, and membership stores such as BJ’s, Sam’s and Costco, natural food chains, drug,...
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...ingredients: M&M’S, Milk Chocolate (Sugar, Chocolate, Cocoa Butter, Milk Skim, Lactose, Milk Fat, Peanut(s), Soy Lecithin, Salt, Flavor(s) Artificial) , Sugar, Peanut(s), Corn Starch, Contains less than 11% of Corn Syrup, Acacia Gum, Color(s) (Blue 1 Lake, Yellow 6,Red 40 Lake, Yellow 5, Red 40, Blue 1, Blue 2 Lake, Yellow 6 Lake, Yellow 5 Lake, Blue 2) , Dextrin HERSHEY’S, MILK CHOCOLATE (SUGAR; MILK; CHOCOLATE; COCOA BUTTER; LACTOSE; MILK FAT; SOY LECITHIN; VANILLIN, ARTIFICIAL FLAVOR) Product #2: DANNON ACTIVIA yogurt (peach) VS. Yoplait yogurt (peach) Prices: $2.34/4pkg $0.64/pkg Position in the market: 3rd row in the yogurt freezer, easy to get. Main ingredients: ACTIVIA, milk Reduced Fat Grade A Cultured, Fructose Syrup, Peach(s), Sugar, Corn Starch Modified, Contains less than 11% of Fructose, Whey Protein Concentrate, Gelatin Kosher, Flavor(s) Natural, Annatto Extract, Carrot(s) Juice Concentrate color(s),Sodium Citrate, Malic Acid. YOPLAIT, Milk Non-Fat Grade A Pasteurized Cultured, Corn Syrup High Fructose, Peach(s),Corn Starch Modified, Whey Protein Concentrate, Gelatin Kosher, Flavor(s) Natural, Citric Acid, Tri Calcium Phosphate, Aspartame, Potassium Sorbate To Retain Freshness, Annatto Extract Added for Color, Vitamin A Acetate, Vitamin D3. Product #3: SMUGKER’S ORGANIC RED RASPBERRY PRESERVES VS. Polaner All Fruit with Fib Raspberry Seedless Preserves Prices: $3.49/pkg (SMUGKER’S) $2.09/pkg (Polaner) Shelf position in the market: 2nd row of the shelf near...
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...analysis of the three options under consideration Natureview Farm yogurt originated in 1989 and was based on the family recipe that used only natural ingredients, and no artificial flavors or thickeners. That was one of the main points of differentiation from bigger competitors such as Dannon, Yoplait, and Breyers, and gave the Natureview farm yogurt the privilege of a niche producer. Moreover, Natureview Farm’s yogurt’s average shelf life was 50 days, 20 days longer than that of competitors. That way special production process and ingredients helped Natureview Farm to save on efficient supply chain that competitors needed to reduce shipping time to their distributors. Strong reputation for high quality and great taste, as well as high perception of natural ingredients helped the company to grow quickly to national distribution. The Natureview brand occupied the organic & natural segment that was not served adequately through the normal retailing chains at that time. Natureview Farm was considering two growth strategies: through Supermarket Channel and through Natural Foods Channel. Supermarket Channel usually dominated by large manufactures such as Dannon and Yoplait. The product takes just four steps before it gets to final consumer. In this channel an 8oz cup sells for $0.74. However, in order to sell its yogurt in the supermarket channel, Natureview farm has to pay a “slotting fee” for each flavor of the same size cup. Moreover, the company - manufacturer...
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...GENERAL MILLS, INCORPORATED A Cost Accounting Analysis COMPANY BACKGROUND General Mills (GSI) is the sixth largest food company in the world. The company currently operates in more than 100 foreign countries and employs over 35,000 people. . GSI manufactures and markets branded consumer foods worldwide and supplies branded and unbranded food products to the foodservice and commercial baking industries. The company manufactures cereals, yogurt, ready-to-serve soup, dry dinners, frozen vegetables, refrigerated and frozen dough products, dessert and baking mixes, frozen pizza, flour, fruit and snacks; and organic products, including soup, granola bars, and cereals; and ice cream and frozen desserts, and high fiber snacks. Its best knows product brands are Betty Crocker, Green Giant, Pillsbury, Old El Paso, Cheerios and Haagen-Dazs. It markets its products through its direct sales, broker and distribution a to grocery stores, mass merchandisers, membership stores, natural food chains, drug, dollar and discount chains, commercial and noncommercial foodservice distributors and operators, restaurants, and convenience stores. The company was founded in 1928 and is based in Minneapolis, Minnesota. GSI’s businesses are organized into three operating segments: U.S. Retail, International, and Bakeries and Foodservice. The U.S. Retail segment includes sales to grocery stores, mass merchandising, and membership stores such as BJ’s, Sam’s and Costco, natural food chains, drug...
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...General Mills (NYSE: GIS) is not just a cereal maker, it is one of the largest packaged food producers in the world. Starting as a successful flour mill near the Mississippi River, it has grown to own some of the most recognizable brands, including Cheerios, Wheaties, Progresso Soup, Hamburger Helper, and Fruit Roll-Ups. Some of its #1 and #2 market-leading brands are Better Crocker, Gold Medal, Green Giant, Pillsbury, and Yoplait. General Mills operates in more than 130 countries worldwide and divides its business into three core segments: U.S. Retail (70% of revenue through major retailers), international (18% of revenue and supported by a joint venture with Swiss food giant Nestle SA), and bakeries and foodservices (12% of revenue). Currently, it’s growing its reach from grocery stores into new channels like super centers, drug and discount stores, and convenience stores. It is also expanding quickly into growing markets such as China, Russia, and Latin America. The goal of General Mills is to be among the most socially responsible food companies in the world in addressing the interrelationship of economic, environmental and social value. In 2012, they have reported continued progress in advancing their goals specifically in the health, environment, and sourcing areas. They have improved the health profile of their products again due to the increase of healthy and organic food choices, and have decreased natural resource consumption in global supply chain operations...
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...enthusiasts (Marquis, 2010). Over the next several decades, structural and product changes took Dannon is several different directions. In the 1980’s Dannon had 17 different product lines and had received FDA approval for a new sugar free sweetener which allowed for the most successful product launch to date, “Dannon Light”. In 1994, the company focused on rebranding their products, focusing on the overall health benefits of everything they produced (Marquis, 2010). Although the United States had had yogurt products available for over 60 years, research concluded that yogurt was not a core component to the American diet and the biggest potential for growth for Danone, rested within the United States. In 2009, Dannon was number two behind Yoplait in yogurt sales, and Dannon was participating in a comprehensive Corporate Social Responsibility platform that had very little public marketing behind it. Dannon’s Senior Director of Public Relations, Michael Neuwirth pondered whether communicating the CSR efforts of Dannon would take sales beyond that of the competition...
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...cosmetics and tattoo inks. ● Teachers often recommended not to give out any snacks that contain this dye. ● There are other healthier alternatives to adding color in certain foods and making them look more desirable including caramel coloring (E150), annatto which a reddish dye made from the seed of the achiote and many others. Corporations like McDonalds use fresh strawberries in shakes. ● Individuals are becoming more conscious of the foods that they are consuming, especially due to the rising rate of cancer and other diseases. Carmine Pros: ● Already used to color foods like popsicles, soft drinks, cereals, artificial crab meat, strawberry drinks, alcoholic beverages and other foods/drinks. ● Yoplait uses carmine in their yogart products and at this time they not not plan to discontinue its use. ● Considered a natural additive to some. ● Since 2009, the FDA requires that the inclusion of the ingriedient be included on labels. This eliminates any lawsuits from people who know that they have a carmine allergy. ●FDA does not find carmine to be a “significant...
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...General Mills Today alone General Mills will provide 60 million servings of ready-to-eat cereal, 27 million servings of Yoplait dairy products, 5 million Pillsbury Cookies, and 1 million servings of Häagen-Dazs ice cream. These impressive numbers prove what a large and varied food company General Mills is. Throughout the semester we researched and analyzed General Mills from four different angles. These include a business model analysis, accounting and accounting risk analysis, a financial analysis, and a valuation analysis. We have decided General Mills is a successful company that will continue its success into the future. General Mills manufactures and markets branded consumer foods across the globe. It also supplies unbranded food and products to many food service industries. The company was founded in Minneapolis 1928 and it is still based there today. It has acquired many companies since its origination leaving it today as one of the world’s largest food suppliers. General Mills operates in three segments, one being retailers, the second is bakeries/food industries, and The business model for General Mills is to obtain a larger consumer base. The more consumers that enjoy or use General Mills products the more their revenue will go up. General Mills is large in marketing and tries to attract all age ranges with specific foods. It also wants to reach all food segments to be able to reach all types of customers...
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...category of yogurt? (5 points) The category of yogurt is in the maturity stage of the product life cycle. 1b. What is the accompanying Marketing Objective for this stage? (4 points) In the Maturity stage, market attention is directed toward holding market share through further product differentiation and finding new buyers. Examples used in the case study included applying to different markets such as children and families, and the development of new flavors. 2. In what stage is Greek yogurt? (5 points) Greek yogurt is in the Growth Stage of the product life cycle. This is represented by its market share in 2007 of only 2% which grew to today’s 36% of the yogurt industry. This also includes the ever increasing revenues gained by Chobani, Yoplait, Fage and other companies selling Greek yogurt. 3. Describe the perceptual benefits of Chobani’s packaging. (6 points) In their early years, Chobani could not afford to advertise so the packaging including the label, shape, color, graphic, and actual container were of much importance. Ulukaya shows a lot of attention to detail in their packaging because he knows his main perceptual benefit is connecting with customers. The container the company uses is wider than typical yogurt brands to make it look bigger than others. Also using shrunken on sleeves to provide sharper, more appealing colors added to the connection. Another perceptual benefit used was cost reduction when he outsourced, contacting the Columbian supplier to make his containers...
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