Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. UVA-M-0465
Subject category: Marketing
Published by: Darden Business Publishing
Published in: 1995

Abstract

On April 4, 1994, General Mills, the number-two cereal manufacturer in the United States, announced a per-box price reduction of $0.30 to $0.70 on eight brands that accounted for 40% of its cereal volume. The case focuses on Kellogg''s possible responses to the General Mills price cut, providing opportunities to discuss various strategies for responding to private-label and store-brand competition. Specific responses discussed in the case include price cuts, couponing, other promotional vehicles, and advertising. Of particular interest is Kellogg''s use of advertising to shift consumer attention from the per-box price of cereal to the per-bowl price of cereal. Also see the B case (UVA-M-0472).

About

Abstract

On April 4, 1994, General Mills, the number-two cereal manufacturer in the United States, announced a per-box price reduction of $0.30 to $0.70 on eight brands that accounted for 40% of its cereal volume. The case focuses on Kellogg''s possible responses to the General Mills price cut, providing opportunities to discuss various strategies for responding to private-label and store-brand competition. Specific responses discussed in the case include price cuts, couponing, other promotional vehicles, and advertising. Of particular interest is Kellogg''s use of advertising to shift consumer attention from the per-box price of cereal to the per-bowl price of cereal. Also see the B case (UVA-M-0472).

Related