Marketing Science

http://e.ccialerts.com/a/hBKWx56AHJQfmAUDSLFASbv4ulI/clck15

General Mills No Longer Needs Huge Budgets to Talk to Specific Segments

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CHICAGO (AdAge.com) — The package-goods model has always been a no-brainer: Create a mass-appeal product; distribute it nationally; stoke demand with big-budget, shotgun-style advertising to spray the widest possible market; and hope sales hit the magical $100 million first-year benchmark. But that traditional model is evolving at major marketers such as General Mills.

FULL ARTICLE http://e.ccialerts.com/a/hBKWx56AHJQfmAUDSLFASbv4ulI/clck15

Avis sponsored rentals (partnership with General Motors)

Stouffers in-flight meals (partnership with American Airlines)

IKEA hotels (partnership with mid- to low-end hotel chain)

Cereal bars (new product development by General Mills)