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Healthy Berry Crunch - New product, Multi-market Eurobrand launch
Competitors in Europe(we have 20% Market Sh be)
1.Kellog 26%
a. utilize its al-Quran to lower OC and establish shelf space
2.Cereal Partners(JV with General mill and Nestle) 17%
a. loaded brands such as cheerios and shredded wheat
b.leveraged nestles proficient expertise and its European retailer relationships
3.UK maked Weetabix 7%
a.littler private company
b.relied on strong branding and promotions
4.smaller manufacturers combine 30%
a.hold niche market positions
b.challenged larger players with targeted value promotions
Key Phrases
Listen to the customer
1.Led to be a pioneer in the use of consumer reasearch and focus groups
Spot the trend, convey the market
1.led to extensive market research and interrogation prior to launching products
Honoring the past while comprehend the future
1.many of its products are still market leaders and kicked the conventional wisdom out the door
Maybe base the sections off of these three key sayings
Profitability depended on
1.strong brand management
2.advertising and marketing
3.operating efficiently
4.managing material costs,
5.



maximizing retail shelf space
European Market
difficult to judge because markets are so different
Markets that we can replicate
United Kingdom
Germany
Markets we need to have topical anaesthetic responsiveness
italy
france
Europe Strategy
1.Have many subsidiaries that are exactly interchangeable the parent company
a.must conform to the UC Way
2.customized the products for the specific region
a.used different marketing strategy in different countries
b.i.e. put forward Up! and Mother Hubbards Pies
Increasing Price and Profit Pressure
referable to increased competition, it made it harder to maintain same mentality
costs were as well high and product introduction lagged
CMs leaned more towards product extensions everyplace new products
Led to the Europeanization Initiative
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