15837550
Description
Mind Map by Timothy McGeein, updated more than 1 year ago
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Created by Timothy McGeein
about 6 years ago
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Marketing Mix and Market Segmentation: General Mills
- Cinnamon Toast Crunch
- Marketing Mix: The Four P's
- Product
- Product Cinnamon Toast Crunch is a cereal that is targeted specifically for children. A product of
General Mills, Cinnamon Toast Crunch uses bright colours, and simplistic, yet childish, characters that
appeal to children. It is a product that is high in sugar, and tastes very sweet. It contains little
nutritional value: 4g of fat, 293 mg of sodium and 13.3g of sugar. A study done by ‘stack.com’ ranks the
top 10 selling cereals by their grams of sugar per serving, and Cinnamon Toast Crunch ranks 7th,
(Stack, 2015). Cinnamon Toast Crunch is the 5th most popular cereal in the United States based on
national sales (News, 2016).
- Product Cinnamon Toast Crunch is a cereal that is targeted specifically for children. A product of
General Mills, Cinnamon Toast Crunch uses bright colours, and simplistic, yet childish, characters that
appeal to children. It is a product that is high in sugar, and tastes very sweet. It contains little
nutritional value: 4g of fat, 293 mg of sodium and 13.3g of sugar. A study done by ‘stack.com’ ranks the
top 10 selling cereals by their grams of sugar per serving, and Cinnamon Toast Crunch ranks 7th,
(Stack, 2015). Cinnamon Toast Crunch is the 5th most popular cereal in the United States based on
national sales (News, 2016).
- Price
- To correctly compare the price if Cinnamon Toast Crunch to other products, I broke down the cost of
the product to the value if it were only 1 ounce. Of the 4 brands I researched, Cinnamon Toast Crunch
is the most expensive per ounce, however, it is not drastically different. For example: Cinnamon Toast
Crunch is $0.74 per ounce, Froot Loops is $0.69 per ounce, Raisin Bran is $0.23 per ounce and Cheerios
is $0.18 per ounce (Costs retrieved from Amazon.com). So, compared to other cereals marketed to
children (Froot Loops) it is competitively priced; only a margin of $0.05 per ounce. However, when
compared to adult marketed cereals, the price comparison is more noticeable.
- To correctly compare the price if Cinnamon Toast Crunch to other products, I broke down the cost of
the product to the value if it were only 1 ounce. Of the 4 brands I researched, Cinnamon Toast Crunch
is the most expensive per ounce, however, it is not drastically different. For example: Cinnamon Toast
Crunch is $0.74 per ounce, Froot Loops is $0.69 per ounce, Raisin Bran is $0.23 per ounce and Cheerios
is $0.18 per ounce (Costs retrieved from Amazon.com). So, compared to other cereals marketed to
children (Froot Loops) it is competitively priced; only a margin of $0.05 per ounce. However, when
compared to adult marketed cereals, the price comparison is more noticeable.
- Place (Distribution)
- The location of a product in a grocery store will help dictate how that product sells compared to its
competitors. A new study suggests that when characters on cereal boxes are placed to make eye
contact with the consumer, it is likely to create a form of brand loyalty. Researchers found that
children’s cereal is placed 23 inches (58.42cm) off the ground, and adult cereal is placed 48 inches
(121.92cm) off the ground (Bowerman, 2014). This is designed to ensure the characters on each type of
marketed cereal make eye contact with the market they are attempting to gain the interest of. The
article also suggests that brand loyalty and trust was 16% higher in brands where the character makes
eye contact with the consumer (Bowerman, 2014).
- The location of a product in a grocery store will help dictate how that product sells compared to its
competitors. A new study suggests that when characters on cereal boxes are placed to make eye
contact with the consumer, it is likely to create a form of brand loyalty. Researchers found that
children’s cereal is placed 23 inches (58.42cm) off the ground, and adult cereal is placed 48 inches
(121.92cm) off the ground (Bowerman, 2014). This is designed to ensure the characters on each type of
marketed cereal make eye contact with the market they are attempting to gain the interest of. The
article also suggests that brand loyalty and trust was 16% higher in brands where the character makes
eye contact with the consumer (Bowerman, 2014).
- Promotion
- A promotion tool used by Cinnamon Toast Crunch was to include Pokemon cards in the boxes of cereal.
With each box purchased, there was a chance that children could collect rare cards, that are only
available through the purchase of Cinnamon Toast Crunch. The purpose of this promotion was to
attract the attention of children even more and trying to bring new consumers to the product who
may have been buying a different product prior to that.
- A promotion tool used by Cinnamon Toast Crunch was to include Pokemon cards in the boxes of cereal.
With each box purchased, there was a chance that children could collect rare cards, that are only
available through the purchase of Cinnamon Toast Crunch. The purpose of this promotion was to
attract the attention of children even more and trying to bring new consumers to the product who
may have been buying a different product prior to that.
- Product
- Marketing Mix: The Four P's
- Brand
- Four P's
- Four P's
- Brand
- Four P's
- Four P's
- Brand
- Four P
- Four P
- Brand
- Four P's
- Four P's
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