When retailers are asked to name the stars of category management, General Mills is often among the first companies named.
They cite the company’s ability to draw insights from data, and put them to action with strategies that generate benefits that go beyond sales of a particular product.
“Best-in-class companies are looking at total aisle. For example, General Mills and Kraft are looking at total frozen, dairy and meals,” one retailer, quoted in Kantar Retail’s annual
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