general mills marketing challenge
DESCRIPTION
TRANSCRIPT
GENERAL MILLS CASE COMPETITIONAPPLE CINNAMON CHEERIOS
• ACC has held a constant market share for over a decade
• ACC has ranked highly among adults, however the children category is the largest and fastest growing segment
• Health trends discourage parents from purchasing cereals perceived to be high in sugar
Apple Cinnamon Cheerios is a cereal that is well loved by children and adults
How can Apple Cinnamon Cheerios (ACC) capture a larger segment of the children’s sweet cereal category?
Brand Strategy
Implementation
Expected Results
Consumer perceptions
Portfolio Fit
Agenda
• Jessica loves starting off each day with a bowl of cereal
• Jessica also has a bit of a sweet tooth
• Unfortunately for Jessica, her Mom decides what goes in the grocery cart
Meet our friend Jessica
How can ACC ease Mom’s health concerns, while keeping Jessica happy each morning?
BRAND IMAGE BRAND VALUE BRAND VISIBILITY
Positioning ACC as a fun, tasty cereal that is also healthyfor kids!
We recommend ACC adopt a three-pronged brand strategy
ACC’s brand image should incorporate elements that connect with children aged 6-11
Why mascots?
• Children react more to images than words
• Align brand image with children’s values
• Create a positive relationship between the child and the brand that can be carried into adulthood
• Capture share of life for a segment where share of wallet is not possible
Did you know that apples help
protect and strengthen your bones? Why Health?
• Increasing demand for healthy products that kids would actually like
• There are no competitors for the healthy & fun kids segment
• ACC is already healthy, same calories as Special K!
• ACC is made with apple puree and real cinnamon but it is not communicated
ACC’s brand value should resonate strongly with parental values
Visibility
Why Visibility?
• Opportunity to stand out in a crowded cereal aisle
• Focus on kids’ cereal area
• Expand on healthy benefits
• Innovative displays with low costs
Did you know that
apples help protect
and strengthen
your bones?
Implementation
Apple Cinnamon
Cheerios
Outline health benefits
Introduce details on “Mascot Wanted” contest
Launch kids contest website
Advertise on kids websites
Launch new cereal box
Introduce new mascot
Phase 1: Design your own mascot
Phase 2: Show time!
• Modify theme (eg: Winter Olympics 2010)
• Creative in-store advertising
• Cross Merchandising
• Continue promoting health aspect while maintaining fun position
Expected Results
2009 2010 2011
+ 50%
+ 40%
14.3
6.8
10.2
Projected Sales for ACC (Millions of CDN)
Perceptual Map
Fun
Healthy
Opportunity to position ACC as a fun and healthy product!
Sweet & HealthySweet
Helps you stay regular
Cheerios Portfolio will include a new category
Traditional
Thank you!