Breakfast Battles

Paper Summary:

This paper begins with the history of the the ready to eat (RTE) breakfast cereal in America. It continues to highlight the marketing strategies of the three leading companies in this arena, namely, Kellogg's, Post and General Mills. The author concludes with an objective critique on the marketing of Cheerios.

Table of Contents:
The Marketing Environment of the American Breakfast
The Marketing Mix Evolves and a Trendsetter Emerges
An Objective Critique of Cheerios Marketing
Works Cited and Reviewed

From the Paper:

"In 1941, General Mills created the first oat-based RTE cereal, creating an interesting new alternative to traditional corn, wheat or barley cereals. From the beginning, not only was the product different, but the marketing was different as well. In an effort to create a unique brand identity for this new food, that was similar yet different than its predecessors, General Mills named its new creation CheeriOats, and a cute mascot, Cheeri O'Leary, was introduced in 1942. This mascot was not given a warm reception by the buying public, however. During World War II, Cheerios were successfully marketed with the tagline "CheeriOats: For Fighters on the Homefront". The product also gained wide acceptance during this time because many mothers had to enter the workforce and RTE cereal was an easy way to feed children well within a busy schedule and the absence of the father of the family. "

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