APPLE CINNAMON CHEERIOS
   GENERAL MILLS CASE COMPETITION
Apple Cinnamon Cheerios is a cereal that is well loved
by children and adults

• ACC has held a constant market share for ...
Agenda

Brand Strategy
Implementation
Expected Results
Consumer perceptions
Portfolio Fit
Meet our friend Jessica

• Jessica loves starting off each day
  with a bowl of cereal

• Jessica also has a bit of a swee...
We recommend ACC adopt a three-pronged brand
strategy




 BRAND IMAGE         BRAND VALUE         BRAND VISIBILITY

Posit...
ACC’s brand image should incorporate elements that
connect with children aged 6-11

                      Why mascots?

  ...
ACC’s brand value should resonate strongly with
parental values
   Did you know that apples help
protect and strengthen yo...
Visibility
                         Why Visibility?

                         • Opportunity to stand out in a
            ...
Implementation
Phase 1: Design your own mascot




Apple Cinnamon                                           Launch new
   Cheerios
      ...
Phase 2: Show time!

• Modify theme (eg: Winter
  Olympics 2010)
• Creative in-store advertising
• Cross Merchandising
• C...
Expected Results
       Projected Sales for ACC (Millions of CDN)


14.3
                                + 40%


10.2
    ...
Perceptual Map

Fun




                            Opportunity to
                          position ACC as a fun
       ...
Cheerios Portfolio will include a new category

           Traditional         Helps you stay regular




             Swe...
Thank you!
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General Mills Marketing Challenge

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General Mills Marketing Challenge

  1. 1. APPLE CINNAMON CHEERIOS GENERAL MILLS CASE COMPETITION
  2. 2. Apple Cinnamon Cheerios is a cereal that is well loved by children and adults • ACC has held a constant market share for over a decade • ACC has ranked highly among adults, however the children category is the largest and fastest growing segment • Health trends discourage parents from purchasing cereals perceived to be high in sugar How can Apple Cinnamon Cheerios (ACC) capture a larger segment of the children’s sweet cereal category?
  3. 3. Agenda Brand Strategy Implementation Expected Results Consumer perceptions Portfolio Fit
  4. 4. Meet our friend Jessica • Jessica loves starting off each day with a bowl of cereal • Jessica also has a bit of a sweet tooth • Unfortunately for Jessica, her Mom decides what goes in the grocery cart How can ACC ease Mom’s health concerns, while keeping Jessica happy each morning?
  5. 5. We recommend ACC adopt a three-pronged brand strategy BRAND IMAGE BRAND VALUE BRAND VISIBILITY Positioning ACC as a fun, tasty cereal that is also healthy for kids!
  6. 6. ACC’s brand image should incorporate elements that connect with children aged 6-11 Why mascots? • 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
  7. 7. ACC’s brand value should resonate strongly with parental values 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
  8. 8. Visibility Why Visibility? • Opportunity to stand out in a crowded cereal aisle Did you know that • Focus on kids’ cereal area apples help protect and strengthen your bones? • Expand on healthy benefits • Innovative displays with low costs
  9. 9. Implementation
  10. 10. Phase 1: Design your own mascot Apple Cinnamon Launch new Cheerios cereal box Launch kids contest website Introduce new mascot Advertise on kids Outline health websites benefits Introduce details on “Mascot Wanted” contest
  11. 11. Phase 2: Show time! • Modify theme (eg: Winter Olympics 2010) • Creative in-store advertising • Cross Merchandising • Continue promoting health aspect while maintaining fun position
  12. 12. Expected Results Projected Sales for ACC (Millions of CDN) 14.3 + 40% 10.2 + 50% 6.8 2009 2010 2011
  13. 13. Perceptual Map Fun Opportunity to position ACC as a fun and healthy product! Healthy
  14. 14. Cheerios Portfolio will include a new category Traditional Helps you stay regular Sweet Sweet & Healthy
  15. 15. Thank you!

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