Abstract This paper examines Ralston's options for reducing the amount of shipping damage to its cereal boxes when shipping to its customer, Publix. Options for changing the cereal boxes, the packing of the boxes, and the handling of the boxes are all considered.
From the Paper "Ralston Cereal's third largest customer is Publix which will not accept any cases of cereal with dents or damages on them. Ralston ships Publix approximately three truckloads of the cereal per week comprising ..."
Abstract This paper examines how the branded ready-to-eat (RTE) cereal industry in the United States is an oligopoly dominated by four firms: Kellogg's, General Mills, Post and Quaker Oats and how these firms hold a large, though declining, share of the market. Due to low costs of inputs, product differentiation and price discrimination, cereal producers can charge prices well above costs, earning substantial profits. It also discusses how increasing pressure from producers of cheap private label cereals has recently led the big four to break from tradition, slashing prices one by one.
Outline
Abstract
A Short History of Cereal Structure of the Branded Cereal Industry
Barriers to Entry
Competition in the Cereal Industry
Theoretical Models of the Industry
Price Discrimination
From the Paper "Market share in the cereal industry has been declining slightly in the past few years for all four firms. Kellogg's, for instance, held an impressive 41.39% of the market in 1988; only four years later, this number dropped to 34%. One reason is the decline of cereal's popularity as a breakfast food due to the emergence of new, portable options more suited to today's busy lifestyle. More and more consumers now rely on pop tarts, breakfast bars, or a cup of coffee to start of their day. Besides substitute products, the big four's main competition is private label products, also known as store brand cereal. Lacking brand recognition, this cereal is considerably cheaper than any of the brands marketed by the big four."
Tags: kellogg's, general, mills, post, quaker, oats
Abstract This paper analyzes the cereal industry especially with regards to the "euro-consumer" and makes recommendations for the future of the industry. The paper specifically considers the three major cereal types (staple, healthy, children's) and focuses on the top two cereal producers, Kellogg and Cereal Partners, the latter being a strategic alliance between General Mills and Nestle.
Table of Contents:
Abstract
Market Background
The Euro-consumer
Market Shares and the Joint Venture in European Breakfast Cereals: Barriers & Solutions
General Strategies
Staple Products
Analysis
Recommendations
Children's Market
Analysis
Recommendations
Healthy Products
Analysis
Recommendations
From the Paper "Since it is a children's market, it may be viable to explore more creative product concepts that would capture the taste of Euro-consumers. Probably researching and developing new flavours, coming from delectable fruits will do. Also, it should be leaning towards a healthier packaging to be able to provide better nutrition to the market. After all, it is still the parents who get a say in buying or not buying the product, and health issues are always a concern for them. This means that the products should have more vitamins and minerals as compared before. Such tactic is viable in that breakfast cereals have become a staple meal for many children and thus it requires all the needed nutrients for growth and development. For those who are lactose intolerant, it might be better for the companies to innovate breakfast cereals in such as way that the taste and nutritional content will not alter. An example of which is cereal cookies or cereal chocolate bars. In this case, we can also capture the market of those who might not be able to consume the typical cold milk and cereals. That is, one must assume that there is a perceived and potential market for such a product."
Abstract This paper proposes a code of ethics for the Ralston cereal factory. The code is predicated in part on the Ralcorp Director Code of Ethics, but additional rules are added to address ethical issues at the factory level. Extensive clarification is included to address the implementation of the code, and processes are suggested for handling issues that are variations from the code.
From the Paper "The code of ethics for my organization needs to reflect both the ethical considerations at the organizational level and those of the company as a whole. I work for a very large company Ralston Foods but my job is in the warehouse department where..."
Abstract 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. "
Abstract The writer asserts that because of advertising to children on television, children now nag their parents to buy what they want and they become the consumers of the future. The writer reveals that advertisers know that children are cognitively not developed enough to resist such advertising and once these consumption patterns are established early on in life, they will be difficult to eradicate. The writer uses the Dora the Explorer television character to illustrate how an entertainment show has become an advertising medium for an expensive cereal. The writer discusses the need to ban advertising to children and proposes that parents should simply ban television from their home and reinstate the family meal as an institution. The writer is passionate about not buying food masquerading as toys, like the Dora the Explorer cereal.
From the Paper "Turn off the television. This may sound like a simplistic and perhaps extremist statement to make to America's families. But when we as a society get to the point where we are consuming what we watch on television even in our breakfast bowls, it is time to take control of our leisure time and lives. In particular, with children's advertising, the line between entertainment and advertising has grown so blurry that television characters like Dora the Explorer have 'become' cereals, and advertisements for unhealthy processed foods and cheap toys are made to resemble the advertisements of cartoon shows."
Tags: consumers, advertising, eating, habits, Dora, the, Explorer
Abstract This paper presents a discussion of the work of Andy Warhol. Warhol's often controversial portrayals of pop culture are analyzed in order to define the symbolism and meaning behind them. To this end, the subjects, qualities and styles used are examined through examples of various works.
From the Paper "Andy Warhol portrayed Pop Culture from a very human perspective. Sometimes his work poked fun at serious art figures such as Picasso's portrayal of himself as the bull in his bull fighting scenes (Knight 2002). His cow wallpaper is a parody of this idea. Often his works included famous people of the era ranging from Marilyn Monroe to Jacqueline Kennedy to Grace Jones. He sought to portray the irony of Pop Culture and show its absurdity. His subjects were symbols of ideals of the time, a type of twentieth century iconography. Christopher Knight of the LA Times said, "Raised Byzantine Catholic, Warhol understood the power of an icon" (Knight, 2002). Most of his work centered on portraying the ideas that permeated pop culture in a sarcastic manner."
Completed research on marketing products (Barbie Dolls and cereals) to children six to 16 years old, survey guidelines, questionnaire for adults and its implications.
2,250 words (approx. 9 pages), 10 sources, 1999, $ 79.95
From the Paper "MARKETING TO CHILDREN: AN INVESTIGATION OF CONFLICTING VALUES
Summary
An exploratory investigation was conducted to assess several issues associated with the targeting by marketing organizations of the children's market segment. A small (20 subjects) convenience sample of parents of children from six-to-16 years old were administered a survey questionnaire to develop the data required to investigate the following research question: "What approaches and practices can be implemented by marketing organizations in successfully targeting the children's market segment that likely will generate the lowest levels of opposition from parents? The general findings of the investigation of the research question were that (1) a majority of parents do not in principle object to advertising and ..."
From the Paper " This research developed a marketing plan for the "Apple Jacks" breakfast cereal product produced by the Kellogg Company. "Apple Jacks" is an apple.flavored cereal grain product, which is presugared. In fact, "Apple Jacks" has one of the highest concentrations of sugar of any breakfast cereal product marketed in the United States.
The differential advantages of the product are relative. First, the product has a fruit flavor . apple. For the consumer desiring a fruit flavor without actual fruit, this advantage is real. Second, the product has a high sugar content coating. Presugared cereal products are no longer unique; however, the level of sugar in the coating of this product is higher than that for almost any cereal. This differential advantage can also be a (...)"
Abstract Kids decoder rings in cereal boxes, the puzzles in the comic pages of the daily newspapers and high-tech encryption all have something in common, they are all variations of cryptography. The paper shows how, ever since the early days of civilization, people have been trying to encode massages to keep secrets from falling into the hands of the wrong person. Today the science and math of cryptography go way beyond switching letters around according to a certain pattern, but if a person remembers that the basic idea is the same, cryptography can be a fascinating endeavor into math, science, and even into language itself. This paper reviews the history of cryptography and the many things encryption has been used for in the past. It then looks at how encryption is used in modern times and for what purposes. The paper explains cryptography from a mathematical point of view, following the development of encryption and cryptography mathematically. Finally, it looks at the future of this science.
From the Paper "One of the most important developments came in the form of the Wheel Cipher. The Wheel Cipher was created by Thomas Jefferson, possibly with the help of Dr. Robert Patterson, a mathematician at the University of Pennsylvania. In 1913, Captain Parket Hitt reinvented the Wheel Cipher in strip form. This lead to the creation M-138 -A, used in World War II. Just a few years later in 1916, Major Joseph O. Mauborgne ut Hitt's strip cipher back into the wheel form, strengthened the alphabet construction, and produced the device that would lead to the M-94 cipher device. These devices, along with encryption courtesy of the Navajo people, helped the allies defeat Germany, Japan, and Italy in World War II."
Abstract This paper provides an insight into the Quaker Oats Company, a manufacturer and marketer of packaged food and sports beverage products. It shows how the company manufactures hot and ready-to-eat cereals, pancake syrups, grain-based snacks, cornmeal, hominy grits and flavored rice products and how it owns numerous trademarks such as Quaker, Cap'n Crunch, Life, Quaker Toasted Oatmeal and Gatorade products. It examines the history of the company from its foundation in 1901, when several American pioneers in oat milling joined together to incorporate under the name the Quaker Oats Company to the multi million company it is today. It looks at some of its marketing techniques and some of the manufacturing processes.
From the Paper "The Quaker Oats Company markets many of its products to children. Perhaps one of its best examples is what it has done with its breakfast cereal, Cap"n Crunch. Created in 1963, Cap'n Horatio Crunch is a fun-loving sea captain cartoon character. According to Quaker Oats and its marketing department, he was born and raised on Crunch Island, which is located in the Milk Sea. He wears a blue captain's uniform, and a large blue captain's hat. His ship is the S.S. Guppy, which he sails with his first mate, Seadog (1963), and his crew of four kids. Their mission is to keep the cargo hold of cereal from falling into the hands of Jean La Foote the Barefoot Pirate (1968). Competition for the market share will continue to be fierce among major U.S. food companies. Kellogg"s, Post, and General Mills. Relying on heavy advertisement support, the companies ? including Quaker Oats ? will continue to fight for market share.""
Abstract This paper uses a SWOT analysis to determine its present position in the market place. The author includes recommendations at the end of this case paper.
Abstract This paper analyzes the Kellogg Company and the manner in which Kellogg runs and operates its business at various locations. It looks at how the company has annual sales of more than $9 billion all around the world, has manufacturing plants in the U.S. and in 16 other countries, and how it markets its products in approximately 160 countries around the world. It discusses some of the strategies, organizational structures, marketing techniques, size, and technology used by the Kellogg Company to sell and maintain its market share, as well as some of the factors that affect the operations of the organization and are generally interdependent on both the internal and external environments affecting the company.
From the Paper "During the depression in the late 1931, Kellogg was one of the few companies that shortened hours to save jobs and retain their employees. Kellogg believed in the skill set of its employees, morale and employee innovation rate and believed that their employees were their best customers. For over 50 years, Kellogg offered a 30-hour workweek option. When this 30-hour option was introduced in the 1930's employees were paid for 35 hours although they worked only 30 hours. After the depression employees were offered a 30/40-workweek option. This decision was however, eventually reversed. Kellogg went to a normal 40-hour workweek."
Abstract This paper examines the current position of General Mills in the global market. It provides an overview of its current holdings and industries, then looks at organization's mission. It discusses the environmental scan of General Mills, as well as its core competencies. A SWOT analysis is provided, and recommendations and evaluations are also given.
From the Paper "General Mills markets in more than 90 countries worldwide, and two joint ventures are responsible for much of this activity: a 50?50 enterprise with Nestle S.A. called Cereal Partners Worldwide, producer of ready"to"eat cereals outside North America; and Snack Ventures Europe, a venture with PepsiCo, Inc., with General Mills owning 40.5 percent of the company that makes and markets snack foods in continental Europe. General Mills also has a foodservice unit which markets products under the company's various brands to educational, hospitality, and healthcare institutions, convenience stores, and vending machine operators ("General Mills, Inc.")."
Abstract This paper explains that Premium Pork Products is seeking to shift its current company status from a commodity business to a business providing consumer-packaged goods. The author points out that pork's traditional role in a bacon-and-eggs breakfast, one the most tantalizing selling points of the Atkins Diet, creates an ideal tome for a potential rise in consumer interest in pork. Thus, by creating easy-to-prepare, high-protein, low-carbohydrate "comfort food" TV dinners or pre-prepared frozen foods, PPP can create a marketable niche for itself. The paper recommends that advertisement of PPP products should create a brand that is seen as sinfully rich and decadent, yet paradoxically, healthy, perhaps solidified in the image of a lean pig, fresh from working out, kicking away a bowl of cereal from the lunch table or outrunning a pudgy, dumpy, overstuffed turkey in a race.
Table of Contents
The Pork Industry and Its Major Competitors in the Frozen Food and Refrigerated Meat Sections
People's Needs and Wants Regarding Cooking with Meat Products and Convenience Food Products
Conflicting Desires for Quick Food Preparation vs. Meals from Scratch
Opportunities for Increasing Pork Consumption
Consumer Purchase Behavior of Meat
Recommendations of Developing the Business
From the Paper "Conventional dietary wisdom as of late has proclaimed America's lack of interest in consuming and purchasing pork products. Despite the supposed identity of pork as the "other" white meat, according to the industry's advertising campaign, for the past two decades, low fat and high carbohydrate eating has become the standard dietary recommendation for health-conscious consumers by both their physicians and by the federal government, in the form of the FDA. Turkey and chicken meat alone has benefited from this low-fat trend, as well as companies that sell meat alternatives, like soy and garden burgers."
