General mills presentation

General Mills By: Stephanie Kastelic

Sunday, April 10, 2011

Hi everyone,

I choose to do my presentation on General Mills. I thought that they would be an interesting company to work with for social media.

General Mills BusinessOn average, U.S. shoppers place at least one General Mills product into their shopping cart each time they visit the grocery store.

Some of the brands that are included:


I’m sure everyone has heard of General Mills before.. One quote that I found interesting was “On average, U.S. shoppers place at least one General Mills product into their shpping cart each time they visit the grocery store.

General Mills has many brands that are under the parent name: they include Pillsbury, Green Giant, Betty Crocker, Nature Valley, Cheerios, and Fiber One.

Challenges & GoalsChallenges

Competitors

Goals

Promote breakfast as the most important meal of the day.

Accomplish healthy eating among children and teens.


General Mills mission statement is to nourish every one by making their lives healthier, easier and richer. General Mills is Nourishing Lives.

Some of General Mills competitors are Kellogg, Danone (Dannon), Seneca Foods.

You say Danone, I say Dannon; let's call the whole thing one of the largest dairy food and water producers in the world.

Seneca Foods has a can-do attitude. The company mainly cans and freezes vegetables, but it also makes apple chips, maraschino cherries, and candied fruits used in baked goods. A top US producer of canned vegetables, its brands include Aunt Nellie's, Blue Boy, Diamond, Libby's, Seneca, and Stokely. About 19% of the company's sales come from processing Green Giant vegetables for General Mills.

Location as irony -- Battle Creek, Michigan-based Kellogg is in a constant battle for the #1 spot in the US cereal market with its main rival, General Mills. (In 2009 General Mills' sales were some $14.7 billion, compared to Kellogg's second place $12.6 billion.) But Kellogg's boasts many a familiar brand name, including Kellogg's Corn Flakes, Frosted Flakes, Corn Pops, and Rice Krispies.

Integrated Theme

Mom’s have enough things to worry about in the morning. Why not have one less thing to worry about? Try General Mills breakfast products to ease the day!


Message•Breakfast is the most important meal of the day. No matter how hectic the morning is your family and you need to make time to eat something healthy for breakfast.

Key Components


Big Idea to motivate online sharing •When General Mills promotes the healthy living on their social media sites the fast paced mom will be able to view it on the go. Hopefully, moms realize that young children and teens aren’t getting the right nutrition and that they can help change their diet by giving them a healthy breakfast to start the day!

In 2009, General Mills had a blog about Hot Mom Reviews, Hot Product Reviews by Cool Moms and I think it would be a good way to get the consumers involved in the products and give reviews.

Evaluation

Incentives on Social Media Sites


•General Mills could evaluate the success of this campaign by offering an incentive on Facebook, Twitter, and their Blog to see how many people are actually viewing their content. When people like or tweet about a product doesn’t mean that they are actually buying the products. For General Mills to get an accurate evaluation they will need to offer an incentive that will make mom’s want to partake in General Mills campaign.

Budget & Timeline

15% of General Mills advertising budget should be towards social media.

Social Media needs to be continued all year:

To keep the consumers informed

So they don’t forget about the General Mills brand.


•It’s hard to give General Mills a budget because they make millions of dollars a year. Normally, when your working with a client they will give you a budget that your company has to work with. So I thought that if I was to use 15% of their spending towards social media that would help get the point across to reach the target demographic.

I did find out that in 2009 that they spent half of there advertising budget on online advertising. General Mills has increased their marketing to Hispanic-Americans by 70% in 2010 which means that they are spending 66 million on advertising to Hispanic-Americans.

•For an effect campaign I believe that General Mills campaign should be a year long. There needs to be time to get the message out and then for it to spread through the internet.

Education

General mills presentation