Apple Cinnamon CheeriosGeneral Mills Case Competition |March 19th 2009 Brenda Balcazar Ibrahim Mir Ricardo Palacios Danielle Wedge
Brand Strategy Implementation Expected Results Consumer perceptions Portfolio Fit Agenda
Brand Strategy Positioning ACC as a fun, tasty cereal that is also healthy for kids! Healthy! Fun! Display! BRAND IMAGE BRAND VALUE BRAND VISIBILITY
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
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 !
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?
Phase 1: Mascot Wanted! Apple Cinnamon Cheerios Hep build the box! See reverse for details!
Phase 2: Show time!
Modify theme (eg: Winter Olympics 2010)
Creative in-store advertising
Continue promoting health aspect while maintaining fun position
Made with Real Apples
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
Perceptual Map Fun Opportunity to position ACC as a fun and healthy product! Healthy
Portfolio Helps you stay regular Traditional Sweet & Healthy Sweet