In June 2004, as the newly appointed vice president, food, Jim Murphy was facing a crisis with one of the key brands of General Mills, Hamburger Helper. Metrics for this brand were universally down with the marketing margin, volume, penetration, buy rate, cladding and advertising target rating points all down. In addition, Hamburger Helper has been facing an increasingly competitive environment for lunch category with Kraft, Lipton, ConAgra and Campbell all recently entering the market. Brainstorming on brand management team Hamburger Helper led to two possible solutions: (1) reduce production costs by simplifying the Hamburger Helper line by reducing the complexity of the product and eliminate less successful titles, and (2) to revise so that innovation has been engaged in the development of brand. Jim Murphy and his brand management team to turn this crisis around the brand? "Hide
by Raymond Gilmartin, Marco Iansiti, Bianca Buccitelli Source: Harvard Business School 18 pages. Publication Date: December 11, 2007. Prod. #: 608004-PDF-ENG
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