As part of my Gamification course under Wharton University, in this project I created a gamification system, engaging customers better, to increase the sales of a Cereals company.

1. CerealSales with Gamification
Report by Sagar Ladhwani
Project Part I: You are an employee of Cereals Incorporated, a large manufacturer of
breakfast food products. Your supervisor, Madison County, approaches you because she
knows you recently took a course on gamification, which she has heard will revolutionize
marketing.
She tells you that Cereals Inc. is about to release a new line of ready-to-eat breakfast
pastries, and she wants to know whether to use gamification as part of the marketing
strategy. The breakfast pastries will be aimed at the 18-35 age bracket. Surveys show
members of this demographic often skip breakfast because they don’t want to eat the typical
cereals of their youth, and they are too active to cook their own breakfasts. Market research
indicates that the pastries are likely to appeal more to women than men by a 65%-35% ratio.
Cereals Inc. has a 35%share of the overall breakfast food market, but only a 10% share of the
fragmented ready-to-eat segment.
Provide as many reasons as you can why gamification could be a useful technique to apply
to the situation your manager has presented to you. Explain why these reasons address the
specific scenario provided.
 Actual Presence of Demand:
As the supervisormentioned,the targetedaudiencesdemographicskipthe breakfast
because of not a reallygoodaffinitytowardscerealsof theirage andbecause theyare
lazyto cook somethingontheirown,meansthatready-to-eatbreakfastisexactlywhat
they’ll be interestedin(MarketDemandexists)
 Issuesorblockages:
But if the demandexistswhyaren’ttheyconsumingthe existingproducts.There canbe
multiple reasons:
1. Theyaren’taware of the brands offeringthose ready-to-eatbreakfastproducts
2. Theydon’tcare or are unaware of the ill effectsof skippingbreakfast
3. Theydo care but theyare not able to rememberitona dailybasisorget into
the habitof eatingbreakfastdaily
 How andWhy Gamificationcanhelpinthiscontext:
o Gamificationwillbe reallyimpactful inspreadingthe wordwiththe helpof referralsand
‘share-it-with-your-friendsandearnadditional discountpoints’canhelpthe productto

2. reach the audienceswhoaren’taware aboutthe brandand thissegmentof breakfast
food
o An elementlikeasurprise stickerornote can be put inside everypastrybox witha
healthfactindicatingthe benefitsof dailybreakfasteatingorthe consequencesof
skippingit,whichrelatestothe surprise gamificationaspect
o Incentivesif providedforbuyingthe productona dailybasislike adailystreakor loyalty
program woulddirectlyaffectthe behavior/habitof consumersandthe gamified
aspectsbackedwithpointscollectionwillbringasense of goofyfuntoconsumers
o Our companyhas a mere 10% penetrationinthe marketsothere isa goodscope of
expansionandevenif itfailsthere isn’tmuchtolossbut if itworkedthe companywill
be in a reallygoodposition
To summarize,Gamificationcanincrease the reachof the product bysmartlycreatinga referral
program aroundit; PBL mechanismscanbringinthe joyaspect andthe surprise noteswillmake people
feel goodaboutchoosingourproducts. It will helpmake anotherwise simple dull breakfasteating
activitya funexercise forconsumers.Thus,Gamificationisagood approachfor thisbusiness!