2. EXPAND the product name (PN=) to find the product code (PC=).

Note the product code for breakfast cereal is 204300.

?B 9    

File   9:Business & Industry(R) Jul/1994-2007/Dec 17
       (c) 2007  The Gale Group

      Set  Items  Description
      ---  -----  -----------
?e pn=breakfast cereal

Ref   Items  Index-term
E1      703  PN=BRASSIERES, GIRDLES AND ALLIED GARMENTS (2342
E2     2739  PN=BREAD, CAKE AND RELATED PRODUCTS (205100)
E3        0 *PN=BREAKFAST CEREAL
E4     2460  PN=BREAKFAST CEREALS (204300)
E5      144  PN=BREATHING DEVICES EXCEPT ANESTHETIC APPARATUS
E6        6  PN=BREWERS' SPENT GRAINS (208284)
E7      272  PN=BRICK AND STRUCTURAL CLAY TILE (325100)
E8       61  PN=BRICK, STONE, AND RELATED CONSTRUCTION MATERIAL

4. SELECT the appropriate “E” Reference number(s). In this case we want to include all product codes covering cereals. Product code 2043 cascades to include the subcategories.

      Set  Items  Description
      ---  -----  -----------
?E PC=2043

Ref   Items  Index-term
E1       79  PC=20419
E2       79  PC=204193 (MILLED GRAINS NEC)
E3     4516 *PC=2043
E4     2460  PC=20430
E5     2460  PC=204300 (BREAKFAST CEREALS)
E6     1625  PC=20432
E7     1625  PC=204324 (READY-TO-SERVE CEREAL BREAKFAST FOODS
E8      140  PC=20437
E9      140  PC=204372 (INFANTS' CEREALS, ALL TYPES)
E10     338  PC=20438
E11     338  PC=204388 (CEREALS TO BE COOKED BEFORE SERVING)
E12    1067  PC=2044

Enter P or PAGE for more

?s e3
      S1    4516  PC='2043'

6. Combine Sets 1 and 2 (S1 and S2).

7. Limit the search to the last couple of years. Use the colon (:) for the range of years.

?s ct=market share
      S2  112509  CT=MARKET SHARE

?s s1 and s2
            4516  S1
          112509  S2
      S3     318  S1 AND S2

?s s3/2006:2008
             318  S3
          469215  PY=2006 : PY=2008
      S4       4  S3/2006:2008

8. TYPE records in Format 8 to browse titles, descriptors, word counts and publication dates.

To select the appropriate record number, look at the range of records in the TYPE command (e.g., 3/8/2).

Note: Some records are omitted from the display.

?T 4/8/ALL

4/8/1 
  DIALOG(R)File 9: Business & Industry(R)
  (c)2007 The Gale Group. All rights reserved.
  
  04281819  Supplier Number: 

166989718 (USE FORMAT 7 OR 9 FOR FULLTEXT)
  Grocery reigns supreme for in-store promotions: cereals have
kept grocery on top of the promotional chart, but as the summer 
kicks in its nearest rival, alcohol, is fighting back. 
  
  July 14, 2007 
  Word Count: 338

  Industry Names: Alcoholic beverages; Beverage; Food 
  Product Names: Breakfast cereals (204300); Distilled and 
blended liquor except brandy (208500) 
  Concept Terms: All market information; Market share 
  Marketing Terms: All media; Point-of-purchase 
  Geographic Names: European Union (EUCX); United Kingdom 
(UNK); Western Europe (WEEX) 

4/8/2 
      DIALOG(R)File 9: Business & Industry(R)
(c) 2007 The Gale Group. All rights reserved.

04147766  Supplier Number: 157361256 (USE FORMAT 7 OR 9 
FOR FULLTEXT) 

Oats: the newest superfood: the hot cereals sector is 
driving this consistently  growing market as manufacturers 
continue to extend brands and stump up large  marketing 
budgets to give consumers healthier product alternatives. 

December 16, 2006 
Word Count: 961 

Special Features: Table 
Industry Names: Food 
Product Names: Grain mill products (204000); 
Breakfast cereals (204300) 
Concept Terms: All market information; Industry forecasts; 
Market share; Trends 
Geographic Names: European Union (EUCX); United Kingdom 
(UNK); Western  Europe (WEEX)

9. TYPE selected records in Format 7, which gives the bibliographic citation and the text.

Note: Portions of the record are omitted from the display.

?T S4/7/2
  
  4/7/2 
  DIALOG(R)File 9: Business & Industry(R)
  (c) 2007 The Gale Group. All rights reserved.
  
  04147766  Supplier Number: 157361256 (THIS IS THE FULLTEXT) 
  Oats: the newest superfood: the hot cereals sector is 
driving this consistently growing market as manufacturers 
continue to extend brands and stump up large marketing 
budgets to give consumers healthier product alternatives. 
  (cereals) 
  
  Grocer (The) , v 229 , n 7785 , p 71 
  December 16, 2006 
  Word Count: 961 
  
  TEXT:
The cereals market has enjoyed steady growth in the last 
year, rising 4.1% to 1.24bn (pounds sterling). This was 
helped considerably by the nation's ever-increasing 
appetite for better-for-you offerings.
. . . .

                                    52 W/E       52 W/E
                                   8 OCT 06     7 OCT 06
                                   (K (pounds   (K (pounds     Y-O-Y

TOP 20 CEREAL BRANDS              sterling))   sterling))   CHANGE (%)
 1 Weetabix                          86,842       98,119         13
 2 Kellogg's Special K               84,102       95,554       13.6
 3 Kellogg's Corn Flakes             65,593       64,504       -1.7
 4 Kellogg's Crunchy Nut Corn Flakes 53,915       58,858        9.2
 5 Kellogg's Coco Pops               36,203       40,625       12.2
 6 Kellogg's Rice Krispies           35,017       35,816        2.3
 7 Nestle Shreddies                  32,921       33,174        0.8
 8 Quaker Oatso Simple               26,469       28,541        7.8
 9 Nestle Cheerios                   26,919       28,415        5.6
10 Kellogg's Frosties                30,239       27,908       -7.7
11 Kellogg's All-Bran Bran Flakes    27,567       27,551       -0.1
12 Nestle Shredded Wheat             29,634       26,573      -10.3
13 Kellogg's Fruit 'n' Fibre         25,086       22,552      -10.1
14 Big Bear Sugar Puffs              21,707       20,430       -5.9
15 Weetabix Minis                    16,030       18,224       13.7
16 Kellogg's Variety pack            15,958       17,038        6.8
17 Nestle Shredded Wheat Bitesize    15,884       14,692       -7.5
18 Kellogg's All-Bran                14,978       13,854        -7.5
19 Alpen                             16,329       13,686       -16.2
20 Jordans Country                   12,548       13,536         7.9
   Total GB cereals market        1,195,246    1,244,476         4.1

Copyright 2006 William Reed Ltd.