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Dorothy Amos: A Famous Cookie Brand

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1. Executive Summary Famous Amos is one of the most recognizable cookie brands in the world and its products are positioned as premium quality. Initiated by Wally Amos in 1975, the brand currently belongs to the Kellogg Company and is available in most parts of the world. However, it remains alien to China and this report is dedicated to Famous Amos’ entry into Shanghai. Its products include bite-sized chocolate cookies, sandwiched cookies and muffins that come in various flavors. Apart from that, it offers customized wrapping services at its specialty stores. Parallel with the goals of its parent company, Famous Amos is focused on achieving sustainable growth through the expansion of its operations. It was identified that Famous Amos …show more content…

Its portfolio consists of famous brands such as Kellogg’s Corn Flakes, Pop-Tarts, Froot Loops, Cheez-It and Famous Amos.

Famous Amos was initiated by Wally Amos in 1975 specializing in cookie-making and became a huge hit grossing over $5 million within five years of operation (Frost 2002). Due to mismanagement, the brand went through numerous ownerships from Bass Brothers to Shansby Group; and currently belongs to the Kellogg Company. Famous Amos cookies are available in most countries and come in flavors like No Nuts Chocolate, Macadamia and Raisins. Its line includes sandwiched biscuits in Vanilla, Peanut Butter and Oatmeal Macaroon flavors. It also offers customized and ready-packed gifts for celebration of all kinds. Famous Amos is positioned as the world’s best chocolate chip cookie, where its premium quality is unrivalled in the cookie industry. It won the Automatic Merchandiser Magazine Readers’ Choice Award as the most requested product for three straight years (Automatic Merchandiser 2007). Cookies sold at its specialized stores are freshly baked whereas those sold in retailers are pre-packed for convenience. As a brand under the Kellogg Company, Famous Amos shares similar mission, goals and strategies as its parent brand.

2.1 Vision and Mission At the Kellogg Company, the vision is to be the food company of choice with a mission to drive sustainable growth through

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