Competitive Intelligence – Module 7

For this post, we will use Google Trends to analyze traffic trends as compared to GMI’s largest competitor, Kellogg’s.

As we’ll see from the report, General Mills and Kellogg’s are nearly “neck and neck” when it comes to search – albeit with slightly different geographies.

General Mills Regional Interest and Related Terms Report

As we can see from the screenshot, our regional relevancy is very strong within the U.S., and nearly as strong in Canada. However – when compared to the competition – our global relevancy could be much better.

Some of our most popular/relevant search terms are:

Some of our biggest rising search terms are:

Now let’s take a look at Kellogg’s.

Kellogg’s Regional Interest and Related Terms Report

As we can see Kellogg’s regional relevancy is very strong within the U.S. as well, however, their global demographics differ in that they seem to be more popular in Ireland and the UK rather than the US (where GMI is popular.)

Kellogg’s top terms seem similar in that their brand is popular, as well as their “Special K” weight loss product line.

We can also see that careers at Kellogg company have become popular, as well as product coupons and rewards.

Recommendations

Based on the data presented by Google Trends, I would have several recommendations for marketing and management to consider

   1.)  Increase marketing efforts in Kellogg’s popular markets including Ireland and the UK.

   2.)  Launch a coupon campaign targeted at our Big G cereal line.

   3.)  Increase promotion rates across the web for our Big G and Fiber One lines to directly compete with Special K.

Since we already have a unique partnership with Nestle – the worlds largest global CPG manufacturer – we can leverage our resources as well as theirs to achieve a successful global “push,” (which the company is actually working on right now.)