Steady spending, new products keep Gen'l Mills cooking

Thompson, Stephanie
June 2000
Advertising Age;6/12/2000, Vol. 71 Issue 25, p4
Trade Publication
The article reports that General Mills has survived the competition in the cereal market by focusing on marketing and innovation. This strategy has been extended to other divisions, most recently in its Betty Crocker unit. J.P. Morgan Securities analyst Erika Long explains that General Mills' success is due to its consistency of investment and overall brand portfolio.


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