General Mills, Auditing
THE CHALLENGE
General Mills wanted to be more aware of immediate market trends (price, promotion, availability etc) of their (and competitor) products in the Multiples. They believed they were not up to date with current market information.
FSS APPROACH
We recruited a team of Brand Ambassadors who visit a UK wide cross section of Asda, Tesco, Sainsburys and Morrisons every Monday morning to conduct a price, promotional and compliance audit of the range of General Mills products (Old El Paso, Green Giant, Haagen-Dazs, Nature Valley etc) and competitive products e.g. Mexican ethnic food.
RESULTS
The results are keyed in on PDAs and email alerts are immediately sent to varying levels of General Mills management e.g.
- 0 - 10% price movement to Account Manager.
- 10% - 30% price movement to Account Director.
- 30% + to Sales Director.
On Monday morning General Mills management can react to any market changes.