In order to be classified as a cash cow, it has low growth and a high market share. For example, the cereal product line includes: Cheerios, Chex, Lucky Charms, etc… Using the Boston Consulting Group’s Growth-Share Matrix to analyze General Mills’ products, one product line from those listed above will be identified with one of the four quadrants of the BCG Matrix.įor General Mills, the cereal product line is the cash cow. Each individual type in the product mix is known as a product line. Taken right from General Mills Canada website and how they organize their brands for consumer friendliness, their product mix includes: baking products, cereals, dough/pastries, fruit, ice cream, meals, organic/natural, pasta, pizza, snacks, soup, vegetables, and yogurt. When these brands are organized into different categories, General Mills’ product mix is the result. Their primary brands include Cheerios, Nature Valley, Pillsbury, Green Giant, Old El Paso, Hamburger Helper, Betty Crocker and Yoplait (General Mills Canada). General Mills is a company that has many brands in the food industry, however, they are more famously known for their individual brands.
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