karyn dilone carmen marin jessica toporoski crystal allard

Team Members

Karyn Dilone Carmen Marin

Jessica Toporoski Crystal Allard

vs.

Kellogg's - General Mills in food fight

34%

31%

14%

10%

7% 4%

Kellogg’s Leader Of Market Share:General Mills A Close Second

Kellogg

General Mills

Kraft

Private Label

PepsiCo (Quaker)

Other

Stocks dropped dramatically on June 25 due to a massive recall of 3 of Kellogg’s best selling cereal.

28 million boxes recalled

In a press release on October 21, 2010, they announced a 4% decrease in their 2010 financial forecast:

Kellogg Company President and CEO, David Mackay, commented, “2010 has clearly been a challenging year, and we are disappointed with our third quarter performance.”

• Weak performance• Intense competition• Lingering effects of

cereal recall

2 year Common Stock Comparison

Balance

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Wk kellog

“…these two giants each have just over 32 percent of the market.”

“Though they still dominate the $7.5 billion U.S. breakfast cereal market, Kellogg’s and General Mills have moved into other food categories.”

By: Tom Costello

Cereal is a $7.5 billion business. Each morning, millions of Americans consume a product from one or both companies.