Figure 22-10: General Mills Marketing Dashboard
-Consider Figure 22-10: General Mills Marketing Dashboard above.As part of the Warm Delights team at General Mills,you are asked to analyze and interpret the marketing dashboard for Warm Delights Minis.After a careful analysis of all four charts in the dashboard,what explains the increased monthly unit sales and sales revenue of Warm Delights Minis in the drugstore channel in late 2011?

Question

Quizplus · Accepted Answer

The increased monthly unit sales and sales revenue of Warm Delights Minis in the drugstore channel in late 2011 can be attributed to both the increased percentage of drug stores carrying the brand and the increased average number of flavors carried by a drug store, as shown in the first two charts of the dashboard. The charts indicate that the brand was able to penetrate more drug stores and increase its presence by offering a wider variety of flavors, leading to increased sales revenue and unit sales. The shift in sales from the grocery channel to the drug channel and the corresponding increase in total sales revenue from November to December is not the sole explanation for the overall increase in sales revenue and unit sales of Warm Delights Minis in the drugstore channel.