In June 2004, when the newly appointed Vice President of the Meals Division, Jim Murphy was in a crisis with one of the most important brands of General Mills Hamburger Helper. The metrics for this brand was universally with marketing margin, volume, penetration and buy rate, advertising panels and target rating points all fell down. In addition, Hamburger Helper was facing an increasingly competitive environment in the category dinner with force, Lipton, ConAgra and Campbell’s all in the recently ma … Read more »

In June 2004, when the newly appointed Vice President of the Meals Division, Jim Murphy was in a crisis with one of the most important brands of General Mills Hamburger Helper. The metrics for this brand was universally with marketing margin, volume, penetration and buy rate, advertising panels and target rating points all fell down. In addition, Hamburger Helper was facing an increasingly competitive environment in the category dinner with force, Lipton, ConAgra and Campbell everything is recently on the market. Brainstorm Hamburger Helper brand management team has led to two possible solutions: (1) the production costs by simplifying the Hamburger Helper line to reduce by to reconsider the complexity of the product and eliminate the less successful SKUs and (2) the innovation that was used in the development of their brands. How should Jim Murphy and his brand management team to turn this brand crisis?
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from
Raymond Gilmartin,
Marco Iansiti,
Bianca Buccitelli
Source: Harvard Business School
18 pages.
Release Date: 11 December 2007. Prod #: 608004-PDF-ENG
General Mills (A) HBR case solution