TAILIEUCHUNG - Cereal FACTS 2012: Limited progress in the nutrition quality and marketing of children's cereals

The second set of assumptions is contained in the firm’s marketing model. This contains managers’ analysis of which customers the firm can most profitably target and knowledge about what their wants are. It also contains the analysis of the competition: what strategies competitors are likely to follow, what their strengths and weaknesses are, and what capabilities are needed to create a competitive advantage. Next is the operations model, which contains the analysis of the best way to structure the firm’s value chain to produce and deliver products and service to customers. Then comes the budgeting model which contains the key financial ratios management will use. | Limited progress in the nutrition quality and marketing of children s cereals YALE RUDD CENTER FOR FOOD POLICY OBESITY Cereal FACTS 2012 Limited progress in the nutrition quality and marketing of children s cereals Authors Jennifer L. Harris PhD MBA Marlene B. Schwartz PhD Kelly D. Brownell PhD Vishnudas Sarda MBBS MPH Cathryn Dembek MBA Christina Munsell MS RD Carol Shin MBA Amy Ustjanauskas BA Megan Weinberg MA Rudd Center for Food Policy Obesity June 2012 Acknowledgements We would like to thank the following people for their valuable assistance in collecting data and preparing the report Susannah Albert-Chandhok Kate Barnett Ande Bloom MS RD Ryan Gebhard Andrew Lipsman Jenna Lupi Fran Fleming Milici PhD Grant Olscamp Ashita Soni Thank you to our colleagues at the Rudd Center especially Andrea Wilson Megan Orciari Patrick Mustain and Tricia Wynne. We thank Cavich Creative LLC and Chris Lenz for their assistance in preparing the manuscript and website. Finally we thank the leadership and staff at the Robert Wood Johnson Foundation with special thanks to C. Tracy Orleans Kathryn Thomas and the rest of the Childhood Obesity Team. Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation. Tables and Figures. 3 Executive Background . 7 Overview of cereal market. 9 Changes since Cereal nutrition Improvements in nutrition Additional nutrition Traditional media Advertising TV advertising Internet Website Banner advertising on third-party Social Marketing to Hispanic and black Advertising on Spanish-language Exposure to TV advertising by black Hispanic and black youth visitors to child-targeted Total cereal advertising Ranking A. Methods. 50 B. Nutrition Profiling C. .

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