Revitalization of the Cereal Category: Applying Brand Revival Techniques to Increase Sales of General Mills' Cereal

Abstract

In recent years, sales in the cereal category have been declining across major manufacturers' brands. Current literature depicts successful tactics involved in brand revival, however lacks information about the application of these strategies to an entire category. This study aims to analyze and apply these methods with a focus on General Mills' cereals in an attempt to make viable recommendations for the company to implement and increase overall sales. By making naturalistic observations both in a grocery store and online via YouTube and General Mills brand websites, this paper identifies how General Mills currently positions cereal. Furthermore, through the examination of social media posts and the use of interviews and surveys, this report portrays what consumers perceive about cereal in regards to the four aforementioned areas. The results provide areas of opportunity for General Mills to expand upon moving forward. Findings from this analysis indicate General Mills should focus on expanding nostalgia appeals, supplementing the snacking occasion notion, emphasizing cereal as an ingredient for others foods, and further researching the viability of reusable packaging for particular items.