The History of Breakfast Cereal
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Transcript of The History of Breakfast Cereal
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The History of Breakfast Cereal
Cereal Industr
y
James Caleb
Jackson
John Kellogg
Will Keith
Kellogg
Charles William
Post
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• Created by Will Keith Kellogg in 1906• Headquartered in Battle Creek, Michigan• 30, 900 Employees• World’s leading producer of cereal and convenience foods• Revenues of $12, 575 million in 2009
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Kellogg's43%
General Mills18%
Quaker Oats (PepsiCo)
14%
Post Cereals (Ralcorp Holdings Inc.)
10%
Other15%
Cereal Industry in Canada Popular Cereal Products
Kellogg’s = Frosted Flakes, Mini-Wheats, Special K, Rice Krispies
General Mills = Cheerio’s, Wheaties, Cinnamon Toast Crunch
Quaker Oats = Quaker oatmeal and granola bars
Post Cereal = Honey-Comb, Golden Crisp, Alpha-bits
Competition
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Young Adults*aged 18-24• Tech savvy (98% own a computer)• Very mobile (1 in 4 Canadians actively seek new education and employment)• Making fewer transitions into adulthood• Spend a longer time living at home• Family members and parents have a greater influence
in food consumption
** pictures of us on this slide? Might be kind of fun?
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SWOTKellogg’s Cereal
STRENGTHS WEAKNESSES
High brand recognition International reach Strong product growth and innovation Large advertising capacity
Large portion of revenues coming from a small number of top customers
Product recalls from Salmonella and other bacteria in 2009 harmed brand image
OPPORTUNITIES THREATS
Untapped market of young adults Emerging economies of health-
conscious consumers Cost saving programs to generate
revenue
High levels of regulation from Canada's Food and Drugs Act
Intense competition