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  1. 1. Apple Cinnamon CheeriosGeneral Mills Case Competition |March 19th 2009<br />Brenda Balcazar<br />Ibrahim Mir<br />Ricardo Palacios<br />Danielle Wedge<br />
  2. 2. Brand Strategy<br />Implementation<br />Expected Results<br />Consumer perceptions<br />Portfolio Fit<br />Agenda<br />
  3. 3. Brand Strategy<br />Positioning ACC as a fun, tasty cereal that is also healthy for kids!<br />Healthy!<br />Fun!<br />Display!<br />BRAND IMAGE<br />BRAND VALUE<br />BRAND VISIBILITY<br />
  4. 4. Image<br />Why a mascot?<br /> Children react more to images than words<br /> Align brand image with children’s values<br /> Create a positive relationship between the child and the brand that can be carried into adulthood<br /> Capture share of life for a segment where share of wallet is not possible<br />
  5. 5. Value<br />Did you know that apples help protect and strengthen your bones? <br />Why Health?<br />Increasing demand for healthy products that kids would actually like<br />There are no competitors for the healthy & fun kids segment<br />ACC is already healthy, same calories as Special K!<br />ACC is made with apple puree and real cinnamon but it is not communicated<br />Made with real <br />cinnamon and apples !<br />
  6. 6. Visibility<br />Why Visibility?<br />Opportunity to stand out <br />Focus on kids’ cereal area<br />Expand on healthy benefits<br />Innovative displays with low costs<br />Did you know that apples help protect and strengthen your bones? <br />
  7. 7. Implementation<br />
  8. 8. Phase 1: Mascot Wanted!<br />Apple Cinnamon<br />Cheerios<br />Hep build the box!<br />See reverse for details!<br />
  9. 9. Phase 2: Show time!<br /><ul><li>Modify theme (eg: Winter Olympics 2010)
  10. 10. Creative in-store advertising
  11. 11. Cross Merchandising
  12. 12. Continue promoting health aspect while maintaining fun position</li></ul>Made with Real Apples<br />
  13. 13. Expected Results<br />Projected Sales for ACC (Millions of CDN)<br />14.3<br />+ 40%<br />10.2<br />+ 50%<br />We will more than double ACC sales<br />6.8<br />2009<br />2010<br />2011<br />
  14. 14. Perceptual Map<br />Fun<br />Opportunity to position ACC as a fun and healthy product!<br />Healthy<br />
  15. 15. Portfolio<br />Helps you stay regular<br />Traditional<br />Sweet & Healthy<br />Sweet<br />
  16. 16. Thank you!<br />