TITLE

Kellogg's golden era flakes away

AUTHOR(S)
Liesse, Julie; Dagnoli, Judann
PUB. DATE
August 1990
SOURCE
Advertising Age;8/13/1990, Vol. 61 Issue 33, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decreasing gap between the shares of General Mills USA and Kellogg Co. in the U.S. breakfast cereal market, as of August 1990. According to Nielsen Marketing Research, General Mills came close to being within 10 share points of Kellog in dollar sales in June. General Foods has been experiencing decreases in its market share. Quaker Oats Co. and Nabisco Foods Co. each lost 0.7 share points based on the Nielsen data. There are several factors affecting shifts in the cereal market, including intense couponing and the changing role of new products. General Mills has made a smooth transition in its advertising strategy for its Cheerios product.
ACCESSION #
10484785

 

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