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Cheerios Presentation Transcript

  • 1. Apple Cinnamon CheeriosGeneral Mills Case Competition |March 19th 2009
    Brenda Balcazar
    Ibrahim Mir
    Ricardo Palacios
    Danielle Wedge
  • 2. Brand Strategy
    Implementation
    Expected Results
    Consumer perceptions
    Portfolio Fit
    Agenda
  • 3. Brand Strategy
    Positioning ACC as a fun, tasty cereal that is also healthy for kids!
    Healthy!
    Fun!
    Display!
    BRAND IMAGE
    BRAND VALUE
    BRAND VISIBILITY
  • 4. Image
    Why a mascot?
    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
  • 5. Value
    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
    Made with real
    cinnamon and apples !
  • 6. Visibility
    Why Visibility?
    Opportunity to stand out
    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?
  • 7. Implementation
  • 8. Phase 1: Mascot Wanted!
    Apple Cinnamon
    Cheerios
    Hep build the box!
    See reverse for details!
  • 9. Phase 2: Show time!
    • Modify theme (eg: Winter Olympics 2010)
    • 10. Creative in-store advertising
    • 11. Cross Merchandising
    • 12. Continue promoting health aspect while maintaining fun position
    Made with Real Apples
  • 13. Expected Results
    Projected Sales for ACC (Millions of CDN)
    14.3
    + 40%
    10.2
    + 50%
    We will more than double ACC sales
    6.8
    2009
    2010
    2011
  • 14. Perceptual Map
    Fun
    Opportunity to position ACC as a fun and healthy product!
    Healthy
  • 15. Portfolio
    Helps you stay regular
    Traditional
    Sweet & Healthy
    Sweet
  • 16. Thank you!