Word: kellogg
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Dates: during 1990-1999
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...What the Kellogg's move signals is a shift by the industry to a lower pricing level, one that will be paid for with more efficient marketing--or simply less of it. Say goodbye to BOGOS--buy one get one free. Currently, the industry spends nearly a third of its sales on marketing...
...possible that breakfast-cereal manufacturers are out to eat one another's lunch? That's the impression that Kellogg's gave last week when the company announced price cuts averaging 19% on two-thirds of its product line (not included: best sellers Rice Krispies and Special K). The move came in the wake of sharp gains by the Post Cereal unit of Kraft Foods, owned by Philip Morris. Post lowered prices on its brands 20% on April 15, and quickly stole nearly 4 points of Kellogg's 35.5% share of this $8 billion market. "This is not a price...
...expected to align itself with the others. But barring growth, the industry could be forgoing about $1 billion in revenues. Any more would seriously hurt the bottom line. "We are still offering the best values in the cereal aisles," boasts Post Cereal boss Mark Leckie, reacting to the Kellogg's announcement. But as far as price cuts are concerned, he says, "We are done...
...core players were missing and we were always trying to fill in the holes," senior Stacey Kellogg said. "Our focus definitely shifted more toward defense...
Other Key Players: A.J. Mleczko '97, Stacey Kellogg '96, Christa Calagione '97, Jen Bowdoin '98, Kyle Walsh '99, Alice Dubois...