The document analyzes the target audiences of 6 different cereal packages based on their packaging design and imagery. It identifies demographic, psychological, and situational characteristics that each cereal seems to target. Potential speech topics are proposed for each cereal's target audience, such as "A Breakfast That Keeps You Moving" for Wheaties targeting athletes, and "Stretching Your Grocery Budget" for families targeted by the large bag of Malt-O-Meal Frosted Flakes.

1. Cereal Packages Their Target Audience 1
Cereal Packages Their Target Audience
Author Autumn Moore
Bellevue University

2. CEREAL PACKAGES THEIR TARGETAUDIENCE 2
Abstract
Creating an audience analysis for 6 different cereal boxes brands and packages. Taking an in-
depth look about the psychological and demographic analysis for each of the six. To determine a
potential speech topic for each 6 of the cereal packages.

3. CEREAL PACKAGES THEIR TARGETAUDIENCE 3
Cereal Packages Their Target Audience
Americans love cereal with over $7.7 billion dollars spent on the breakfast favorite each
year. (NPD Group 2015).How does the consumer decide on what cereal makes it the table?
Packaging is what grabs the customer attention. Reviewing the packaging for 6 completely
different breakfast cereal, analyzing the target audience by the packaging alone to determine an
appropriate speech topic to each target audience.
During each analysis on the packaging will take a look the three elements of audience
analysis. The demographic characteristics which are considered to be age gender sexual
orientation cultural ethnic or racial background group membership and socio-economic status.
The psychological characteristics such attitudes beliefs and values; and also the situation
characteristic such as the time audience size and location (BeeBee, 2015).
The first analysis will be of the General Mill's Brand, Wheaties box that developed in
1976 after Bruce Jenner's Olympic Win in the decathlon (Rivera 2015). The packing is eye
catching with a bright orange background to the white Wheaties brand logo, positioned to
achieve movement with the Bruce Jenner figure. The catch phrase “Breakfast of Champions”
grabs the attention those consumers who are athletic. Using the characteristics found in the
psychological elements of the audience analysis, taking into the consideration that many athletes
value the nutritional needs that a breakfast cereal contains. The Wheaties box clearly states this is
a good source of natural bran fiber and is fortified to give 25% of daily needs and is stamped
with the seal of approval from the US government. The demographic characteristics that the box
is attracting would be at any age gender or social economic status. The group memberships that
could easily be targeted would be that of gyms, sports teams, yoga classes or possibly Weight
Watchers both types of group memberships would be a perfect target audience for this box. This

4. CEREAL PACKAGES THEIR TARGETAUDIENCE 4
box in 1976 would not have had an effect on sexual orientation however if you take a look at the
situation and characteristics of the same box in 2015, the target audience could be affected as
Bruce Jenner has become Caitlin Jenner, the homosexual community may be driven to purchase
this cereal to support their fellow trans-gender symbol. This could also turn away prospective
customers due to the fact there are many people that currently do not support transgender or
same-sex marriage. This audience, would appreciate a speech titled "A breakfast: Keeps You
Moving.” This title would target the largest amount within the audience analysis and that is those
who are concerned with their body image and athleticism. It would also appeal to the previous
group membership mentioned without offending any concerns regarding sexual orientation.
Reviewing the General Mills packaging for the cereal Curves, that includes a very
healthy looking woman jumping for joy as she has found a cereal that not only allows for her to
stay healthy has an amazing taste of honey 28 grams of protein and 5 grams of fiber. With a
white background trimmed in a purple measuring tape. This Package is targeting the 60 percent
of American Woman who struggle with weight issues (womenhealth.gov 2012). Starting with
preteen age till death many women struggle to keep that ideal body image. Curve’s a workout
and diet group that target women would also be the main membership targeted but this package
will also attract women from other membership like Weight Watchers, Jenny Craig or those
following diets like slim fast maybe curious to find if this cereal can give them the sweet taste
they need without hindering their diet. “Curving The Pounds” would be a wonderful speech
topic for this group of ladies explain how keeping the weight off through proper diet and exercise
is possible.
Next we analyze the Cheerios box that was designed to celebrate its 10 year anniversary
of "The Spoon Full of Stories Program." (Brimful 2012) The imagery on the front of this

5. CEREAL PACKAGES THEIR TARGETAUDIENCE 5
Cheerios box pictures the cover of the children book "Olivia" being held by Faceless childlike
character surrounded by the words free book. The specific demographical characteristics that are
targeted by this box or that group membership parents or grandparents age range would be
extremely open that as gender too. This package speaks more to the psychological
characteristics of the attitudes of those parents find the idea of literacy very important. The
book Olivia on the front of the box narrows down be targeted parents or grandparents with
toddler to mid Elementary students. Thus providing a topic great potential speech to reading at
the breakfast table, spreading information about how important it is to read at the table with
children.
In the fall of 1995 Kellogg's produced this package for fruit loops, attracting Star Wars
fans for repeat purchases as with two proofs of purchase, a free storm trooper could become
their very own (Syczylo 2015).Thus targeting those Star War's Fans and parents of Star War's
Fan. The cartoon image of Toucan Sam of course draws in normal the normal demographic to
those parents of children toddler age and up. Using the brightly colored cereal to depict the fruit
flavors inside the box. This could be a very situation target making sure that it is an appropriate
time to advertise of Star Wars with mean that perhaps a new Star Wars movie was about two
box office. A great topic for a speech to this demographic with being the effects of action
packed videos on children as the demographics say that this is for fans of Star Wars which is
action packed and also towards parents who want the best for their children.
Kashi’s sleek and simple design targets a mature audience no cartoon characters for the
children. The words go lean crunch, introduce us to the target market both supermarket
consumers that are concerned about body image whether it be male or female. The emphasis
on protein narrows down the target market to those who might be vegetarian or vegan as it states

6. CEREAL PACKAGES THEIR TARGETAUDIENCE 6
as much protein as an egg. Many vegetarians are vegans may be lacking in the nutritional intake
of proteins preventing them from getting the lean muscle structure they may desire. A great
topic for this group might be getting muscle tone for the vegan. Discussing topics about what
type of boots I think you might be allowed to eat that have a high protein content and how to
achieve the muscle mass they desire through wheat proteins.
The Malt O Meal bag of Frosted Flakes targets a family-oriented group, those households
that contain numerous family members, this is supported by the large 50% more stamp on the
front of the bright blue bag. Comparing the amount of cereal the consumer will receive for its
purchase. Most likely families of this target audience is that of lower socioeconomic status,
little warning to ensure they get the most servings for the money. A potential speech topic for
these family oriented low-income targets might be stretching your grocery budget. Discussing
with parents the importance of couponing and low cost food brands.
Just taking a deeper look into 6 different cereal packaging, we have been able to
determine potential speech topics for each targeted group. Taking more into consideration
around the psychological characteristics of each target audience, allowed for a convincing
analysis of different topics. Whether it is a group of athletic enthusiast consuming Wheaties to
get through the marathon, families who take early education to heart, or those struggling parents
to keep food on the table understanding the elements of the audience will allow for a better
connection.

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References
Beebe, S. A., & Beebe, S. J. (2015). Public Speaking An Audience- Centered Approach (9th ed.).
Boston, MA: Person.
Chapter 3 page 48 and 49.
Curisosities, B. (2012, May 4). Cheerios Spoonful of Stories Book Giveaway - Mostly Monsterly
by
Tammi Sauer Review [Blog post]. Retrieved from Brimful Curiosities website:
http://www.brimfulcuriosities.com/2012_05_01_archive.html
NPD Group. (2015, March 17). Breakfast Cereal Statistics. Retrieved December 20, 2015, from
Statistic Brain Research Institute website: http://www.statisticbrain.com/
breakfast-cereal-statistics/
Rivera, Z. (2015, April 28). Bruce Jenner's 1976 Wheaties cereal box for sale on eBay. Retrieved
December 20, 2015, from Daily News website:
http://www.nydailynews.com/entertainment/gossip/
bruce-jenner-1976-wheaties-cereal-box-auction-article-1.2200926
Syczcylo, D. (2009, January 5). Mail-Away Figure. Retrieved December 20, 2015, from Sand
Troopers
website: http://www.sandtroopers.com/sandwatch/potf2/exclusives/floops_han/
Women Health, O. O. (2012, July 16). Overweight, obesity, and weight loss fact sheet. Retrieved
December 20, 2015, from Womenhealth.gov website:
http://www.womenshealth.gov/publications/
our-publications/fact-sheet/overweight-weight-loss.html

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