General Mills' Global Sweet Spot  

Oleh:

Kaplan, David A.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: Fortune vol. 163 no. 7 (May 2011), page 84-90.
Topik: Corporate Profiles; Financial Performance; Ice Cream; Restaurants; Advertising Campaigns; Multinational Corporations; Brands
Fulltext: General Mills' Global Sweet Spot.pdf (51.51KB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: FF16.45 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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A 30-second television spot from General Mills will soon be airing around the world, the first commercial for Haagen-Dazs ever to play across national boundaries. Managing the Haagen-Dazs brand, celebrating its 50th anniversary this year, is a particular challenge for General Mills, which has owned it since acquiring Pillsbury entirely in 2001. General Mills, No. 166 on the Fortune 500 and the third-largest domestic food company, had revenues of $14.8 billion last year, with about 18% coming from international sales. Although Haagen-Dazs brings in only half to three-quarters of a billion dollars in sales, it's a vital part of the international business. It is in China that every Haagen-Dazs executive says the potential of the brand lies. Unlike in other countries, about 80% of Haagen-Dazs revenue in China comes from shops. So Haagen-Dazs for the moment is a shops-driven business, all the more so during the lunar year when the mooncakes come out.

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