Wheaties Fuel Cereal Case Study: re-energizing a stalling cereal brand

Wheaties Fuel Cereal Case Study: re-energizing a stalling cereal brand

Introduction

This case study on Wheaties Fuel forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how General Mills has attempted to revive flagging sales of the iconic Wheaties cereal brand with a new brand extension that is targeted specifically towards men.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
The US cereal market is mature and changes are often incremental 2
The US cereal market is dominated by Kellogg's and General Mills 3
While Wheaties is an iconic brand, its need for reinvigoration has been noted 4
The Wheaties brand has leveraged sportiness for many decades 4
Masculine positioning is a likely future commercial strategy in the cereal category 5
Wheaties Fuel taps into the sportiness of the original product and amplifies its positioning while making it more gender-specific 5
The development of the Wheaties Fuel cereal is in stark contrast to the original 6
Wheaties Fuel is a consumer-generated cereal brand 7
Wheaties Fuel will have a new nutritional profile which is yet to be decided 8
Conclusions 8
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 11
Ask the analyst 11
Datamonitor consulting 11
Disclaimer 11
List of Tables
Table 1: Breakfast cereal market value (US$ m), US, 2003-2013 3
Table 2: Breakfast cereal market share by company (US$ m), US, 2002-2008 4
Table 3: Breakfast cereal consumption by gender and age, US, 2003-2006 6
List of Figures
Figure 1: The Wheaties brand has a strong heritage that is reflected in its iconography 2
Figure 2: The Wheaties Fuel brand makes good use of relevant marketing channels and tactics 7