Cheerios: Moments of Good

Cheerios, a cereal brand, increased sales in Walmart by delighting customers with “Moments of Good” – in-store demos and surprises for shoppers.

Market background and context

General Mills was enjoying gains at Walmart
  • Cheerios, the cereal brand made by General Mills, is a long-time household staple and family favorite.
  • Following a five-year period when sales had remained largely flat, General Mills had seen its share grow in the ready-to-eat cereal segment at retailer Walmart.
  • More specifically, General Mills had enjoyed 2% share growth against Kellogg, its major rival.
Millennials wanted something different
  • The entire category, however, faced a challenge, as millennials wanted a breakfast experience that mixed convenience and flavor.
  • Finding the best option was rendered more difficult by the fact the...

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