General Mills: Winning with Multicultural Consumers

November 8, 2010

Executive Summary

General Mills recently announced that Hispanics are one of three groups the company has targeted to fuel future growth. Marketing to Hispanic consumers is a top priority for General Mills, and the company is not waiting for the results of the latest U.S. Census survey to reach out to this growing and profitable segment. To drive growth, marketing efforts to African Americans are also expanding.

Mark Addicks, SVP & CMO of General Mills, showcased General Mills' approach to multicultural marketing, steps taken over the past four years to cultivate these consumer segments, and plans to continue building relationships in the future. He also presented GM's online and social media approach to communicating with these critical growth segments.

Speaker: Mark Addicks, Senior Vice President, Chief Marketing Officer, General Mills

View video below.

Source

"General Mills: Winning with Multicultural Consumers." Mark Addicks, Senior Vice President, Chief Marketing Officer, General Mills. ANA 2010 Multicultural Marketing & Diversity Conference, 11/07/10.