Revitalization of the Cereal Category: Applying Brand Revival Techniques to Increase Sales of General Mills' Cereal

Persistent Link:
http://hdl.handle.net/10150/578929
Title:
Revitalization of the Cereal Category: Applying Brand Revival Techniques to Increase Sales of General Mills' Cereal
Author:
Watts, Amanda Elizabeth
Issue Date:
2015
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
In recent years, sales in the cereal category have been declining across major manufacturers' brands. Current literature depicts successful tactics involved in brand revival, however lacks information about the application of these strategies to an entire category. This study aims to analyze and apply these methods with a focus on General Mills' cereals in an attempt to make viable recommendations for the company to implement and increase overall sales. By making naturalistic observations both in a grocery store and online via YouTube and General Mills brand websites, this paper identifies how General Mills currently positions cereal. Furthermore, through the examination of social media posts and the use of interviews and surveys, this report portrays what consumers perceive about cereal in regards to the four aforementioned areas. The results provide areas of opportunity for General Mills to expand upon moving forward. Findings from this analysis indicate General Mills should focus on expanding nostalgia appeals, supplementing the snacking occasion notion, emphasizing cereal as an ingredient for others foods, and further researching the viability of reusable packaging for particular items.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona
Advisor:
Schau, Hope Jensen

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleRevitalization of the Cereal Category: Applying Brand Revival Techniques to Increase Sales of General Mills' Cerealen_US
dc.creatorWatts, Amanda Elizabethen
dc.contributor.authorWatts, Amanda Elizabethen
dc.date.issued2015en
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractIn recent years, sales in the cereal category have been declining across major manufacturers' brands. Current literature depicts successful tactics involved in brand revival, however lacks information about the application of these strategies to an entire category. This study aims to analyze and apply these methods with a focus on General Mills' cereals in an attempt to make viable recommendations for the company to implement and increase overall sales. By making naturalistic observations both in a grocery store and online via YouTube and General Mills brand websites, this paper identifies how General Mills currently positions cereal. Furthermore, through the examination of social media posts and the use of interviews and surveys, this report portrays what consumers perceive about cereal in regards to the four aforementioned areas. The results provide areas of opportunity for General Mills to expand upon moving forward. Findings from this analysis indicate General Mills should focus on expanding nostalgia appeals, supplementing the snacking occasion notion, emphasizing cereal as an ingredient for others foods, and further researching the viability of reusable packaging for particular items.en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.S.B.A.en
thesis.degree.levelbachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineMarketingen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorSchau, Hope Jensenen
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