The History of Breakfast Cereal
Cereal Industr
y
James Caleb
Jackson
John Kellogg
Will Keith
Kellogg
Charles William
Post
• Created by Will Keith Kellogg in 1906• Headquartered in Battle Creek, Michigan• 30, 900 Employees• World’s leading producer of cereal and convenience foods• Revenues of $12, 575 million in 2009
Kellogg's43%
General Mills18%
Quaker Oats (PepsiCo)
14%
Post Cereals (Ralcorp Holdings Inc.)
10%
Other15%
Cereal Industry in Canada Popular Cereal Products
Kellogg’s = Frosted Flakes, Mini-Wheats, Special K, Rice Krispies
General Mills = Cheerio’s, Wheaties, Cinnamon Toast Crunch
Quaker Oats = Quaker oatmeal and granola bars
Post Cereal = Honey-Comb, Golden Crisp, Alpha-bits
Competition
Young Adults*aged 18-24• Tech savvy (98% own a computer)• Very mobile (1 in 4 Canadians actively seek new education and employment)• Making fewer transitions into adulthood• Spend a longer time living at home• Family members and parents have a greater influence
in food consumption
** pictures of us on this slide? Might be kind of fun?
SWOTKellogg’s Cereal
STRENGTHS WEAKNESSES
High brand recognition International reach Strong product growth and innovation Large advertising capacity
Large portion of revenues coming from a small number of top customers
Product recalls from Salmonella and other bacteria in 2009 harmed brand image
OPPORTUNITIES THREATS
Untapped market of young adults Emerging economies of health-
conscious consumers Cost saving programs to generate
revenue
High levels of regulation from Canada's Food and Drugs Act
Intense competition
