Forum Archive Index - October 2000

[Marilyn Munroe <who.c@res.co.nz>]

I have been unhappy with the performance of a certain aspect of the
performance of Goodman Fielder. Poor Neil Selman has posted to this
forum on another matter, and for his popping his head above the parapet
cops it from me.

As a Goodman Fielder share holder in the South Island of N Z, every time
I walk down the breakfast cereal isle of a supermarket I cringe.

G F's brand management in the breakfast cereal category is awful. The
only point of presence in this category is in oatmeal type products,
hardly a high value added category killer. Previously the only other
point of presence was "Grinners" a high cost reformed cereal, but it
seems to have disappeared lately.

The category killer in breakfast cereals is the wheat biscuit category.
The God Squad (Sanitarium), the Yankee Imperialists (Kellogg's), and the
supermarkets own brand all have shelf space dedicated to this category.
Where is Uncle Toby's?

There is also a market segment that believes that only a high priced
concoction of the right blend of cereals nuts, and  raisins will
contribute to the right feeling of self worth at the start of the day.
Where are the G F products that cater to this feeling of insecurity?

This contrasts to their presence in the bread & baked goods section
where the combination of their Quality Bakers breads and recently
acquired Earnest Adams baked goods are pushing competitors George
Westons products down to the far end of the isle.

Neil I hope your function within the organization is not brand
management in the breakfast cereals area.

Let us hope that this area of the business is not something that
"Steggles" away from the company for want of diligent application.

Boop-boop-de-do Marilyn


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