question archive General Mills makes a lot of food
General Mills makes a lot of food
Subject:ManagementPrice: Bought3
General Mills makes a lot of food. As the sixth largest food company in the world, it sold almost $15 billion worth of packaged food last year. In the United States alone, General Mills markets more than 100 leading brands, such as Cheerios, Betty Crocker, Pillsbury, and Green Giant. With all this experience in managing brands, it has an advantage when it comes to building equity in brands.
Such is the case of GoGurt. The GoGurt video illustrates how General Mills virtually created the category of portable yogurt. But as competitive pressures mounted and dipped into GoGurt’s market share, the brand faced many challenges. GoGurt managers needed to apply many branding and brand management concepts to turn GoGurt around and reestablish it as the dominant market leader. After viewing the video featuring GoGurt, answer the following questions about the company.
1. GoGurt is the pioneer brand in its category. Is that an advantage or a disadvantage?
2. Discuss brand equity as it relates to GoGurt.
3. How did the managers of GoGurt apply principles of branding to confront the challenges that the brand faced?
