UC Policy
& Rules
& Rules
This phrase showed UC's belief in careful testing before launching new products.
What is "Spot the trend, make the market"?
She was UC's European vice president, making the big decision in 2010.
Who is Lora Brill?
UC Europe's decentralized setup caused this cost category to be 25% higher than in the U.S.
What are SG&A expenses?
The name of the new organic, blueberry-based cereal from the French team.
What is Healthy Berry Crunch?
What is the "Eurobrand" concept?
UC required new products to hit at least this percentage for repurchase intent before launch.
What is 60%?
This French country manager was pushing hard to launch Healthy Berry Crunch asap.
Who is Jean-Luc Michel?
UC celebrated this major milestone in 2010.
What is its 100th anniversary?
This French city hosted the test market for Healthy Berry Crunch.
What is Lyon?
What are Eurobrand Teams?
The Lyon test market only reached this repurchase rate, missing the target.
What is 56%?
This Norwegian executive led UC Europe before Brill and started the failed "Europeanization Initiative."
Who is Arne Olsen?
Brill estimated that coordinated Eurobrand strategies could save this percentage range.
What is 10% to 15%?
Healthy Berry Crunch was designed as a flavor extension of this existing UC brand.
What is Healthy Crunch?
Brill wanted regional VPs to take this type of limited role in the new system.
What is advisory?
UC built its local offices to mirror headquarters, earning this nickname.
What are "mini UCs"?
This Northern Europe VP supported the Eurobrand launch, saying European tastes were becoming similar.
Who is Kurt Jaeger?
In 2009, SG&A expenses made up this percentage of UC Europe's sales.
What is about 35%?
This competing cereal was rumored to launch in France, making UC rush their plans.
What is Berry Burst Cheerios?
Each Eurobrand Team would be led by the country chosen as this.
What is the "lead country"?
UC was known for taking calculated risks, cautious but willing to invest big when needed.
The Southern Europe VP worried about the $20 million cost and weak markets in Spain and Italy.
Who is Jorge Sanchez?
Cereal companies typically spend this share of revenue on marketing ads.
What is more than 10%?
In 2010, Europe's cereal market made up roughly this portion of global cereal revenues.
What is about $7 billion?
James Miller thought Brill's plan was too complex and preferred this simpler structure.
What is a European product structure?