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S/B/361. Crunches to health: European Cereal Market

(2008, 4400 words)

The paper reports on the European cereal industry describing its market background, identifying the features of an average euroconsumer, examining the barriers to the formation of Joint Ventures in European breakfast cereals and conducting a case study of the strategies of Kelloggs (Cereal Partners) and Nestlé (General Mills). Kelloggs' brands are analyzed with respect to their advertising campaigns, representation in the children's market, products' characteristics, etc.
 
   
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