logging in or signing up United Cereal Case; abgehlha Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 237 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: July 08, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript United Cereal Case Eurobrand Launch: United Cereal Case Eurobrand Launch Abby Gehlhausen, Jianhan Wang, Gunhee Yae & Joe MattinglyMcKinsey’s 7S Framework: McKinsey’s 7S Framework Strategy Structure Shared ValuesCurrent UC Strategy: Current UC Strategy Customer-Centric Decisions “See us coming a mile away, but bet the farm ” Brand EquityEurobrand Strategy: Eurobrand Strategy Homogenization of product offerings Reduction in Marketing costs Smaller focus groupsStrategic Information: Strategic Information Small scale tests vs. Larger launches Costs savings vs. F ailed launch costs Are taste differences truly eroding? Initial pricing strategy Advertising initiatives L ong term ads are 60% more likely to work than short term sales promotions.Current UC Structure : Current UC Structure Brand Manager currently only oversees one product Country Managers have authority over individual country To launch a new product approval of many is needed Country Manager’s follow United Cereal’s structureEurobrand Structure: Eurobrand Structure Centralized Leadership Dilutes responsibility from Country Managers Eurobrand TeamsInformation for Structure: Information for Structure Comfort with o rganizational changes Reduction of Brand Equity? Smaller Share of Market? Did the product concept complete the new product development stages? i.e. test markets Making the advertisementsUC’s Current Shared Values: UC’s Current S hared V alues Conservative Culture Heavy Investment in R&D Long Authorization ChannelsEurobrand Shared Values : Eurobrand Shared Values Likely to become more aggressive as a result of Eurobrand Initiative Less Research and Delays Potential loss of the UC way, which is “Listen to the customer”Importance of Eurobrand’s Shared Values : Importance of Eurobrand’s Shared Values Can United Cereal maintain their customer focus without as much market research? Employee response to more decision making freedomThank You: Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.