Data Management Investigate

Using Promotion To Boost Sales And Brand Value

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Executive Summary

How much cereal do you eat? Who makes most of it? The British are almost the biggest consumers of cereal in the world, second only to IreLand. Kellogg is the prominent player in the world of breakfast and produces more than three out of every ten packets eaten in the UK. The company manufactures and markets ready-to-eat cereals (i.e. not hot cereals like porridge) and nutritious snacks such as cereal bars. Kellogg has 42% value share of the market for ready-to-eat cereals in the UK - a market that Is worth ?1 billion at retail sales value.

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