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MKTG 300 Week 2 Assignment Cereal Aisle Analysis
WeekTwo:Cereal Aisle Analysis
Purpose
• developworkinghypothesesbasedonobservationsof marketingpractice
• explore the conceptsof marketingresearch,value,branding,andretailing
• applybasicmarketingtermsandconcepts
L3 traits
Overview
The Cereal Aisle Analysis,Cereal ProductDevelopmentProposal,andCereal ProductPromotion
assignments,are tobe writtenasif you have beenrecentlyhiredtoworkinthe product development
and marketingdepartmentof alarge producerof breakfastcereals.Naturally,youbeginbylearninghow
breakfastcereal isretailed.Inthe Cereal AisleAnalysisassignment,visitagrocerand lookcloselyatthe
differentbrandsof cereal,theirpackaging,theirplacement onthe shelves,andthe behaviorsof people
as theyshop.

2. Your papershoulddemonstrate thatyouhave made a careful observation,collecteddata,andthen
drawnupon yourdata and yourreadingsto developtestableinsightsregardingthe merchandisingof
cereal.Notingthatthere are 157 differentkindsof cerealsdoesnotindicate asmuchthoughtas a brief,
well-reasonedexplanationasto whythere mightbe 157 differentkindsof cerealsandwhatthisvariety
meansto the consumerandto channel members.
Note:ThisassignmentisintroducedinWeek1andsubmittedinWeek2.
Image References
kashi.com;kelloggs.com;post.com;wikipedia.com
ActionItems
1. CarefullyreadthisassignmentandreviewyourWeek1& 2 readings.
2. Conductan observational research studyinthe cereal sectionof amajor grocerystore inyour
area.
Learn as muchas you can about the marketingof breakfastcerealsfromyourobservations.Lookatthe
varietiesof cereals,howmanydifferentbrandsthere are,how theyare organizedonthe shelf,their
packaging,theirprice,anyin-store promotion,etc.Discreetlyobserve customerbehavior.How long
doesittake forshopperstomake a selection?How manypackagesdoeseachshopperbuy?What
assortmentdotheybuy?If twoor more people are shoppingtogether,whichpersonismakingthe
decision?Canyoudiscernanypatternsinshoppingbehaviors?
Take noteson whatyou observe.
To helpyouprepare forCereal ProductDevelopmentProposal andCereal ProductPromotion,be onthe
lookoutfornewproductopportunities.Are there marketsegmentsthatare underserved?Are there
productsmissing?Couldproductformorpackagingbe modified?
3. Write a two-page (plusattachments) businessmemo.Adheretothe GuidelinesforWritten
MarketingAssignments.Yourreportshoulddemonstratethatyouhave studiedthe requiredreadings
for Weeks1 and 2 by correctlyusingmarketingvocabularyandmakingreferencestoinformationfrom
your textbook.Yourpaperistoinclude:
• Header(inmemostyle):
o To: your instructor'sname
o From: yourname
o Date: of submission
o Subject:assignmenttitle

3. • Introduction(itemsmaybe inanyorder):
o Indicate the name andgeneral locationof the store (e.g.,Krogeratthe suburbanMill Run
shoppingcenter)
o Provide the date aswell asthe startingandendingtime of yourobservation
o Describe the cereal aisle includingsize of the aisle,locationwithinthe store,andansummaryof
the typesand numbersof cerealsfoundthere
• Body:
o In 4 to 5 paragraphs,describe whatyouobservedincludinganypatternsyounoted.Summarize
the importantdata youcollected.
Note:Withthe limiteddatayougathered,youcannotdraw accurate conclusionsaboutcustomer
behaviorwithregardtopurchasingcereal.Limitthissectionof yourreporttowhat youobserved.Do
not make anyextrapolationsorinterpretations.
o Belowisan illustrationof twodifferentapproachestoreportingthe same data:
Marginal:There are 27 differentgardenhosesof differentquality,prices,andlengths atthe Lowe'sI
visitedinWorthington.Oldercustomersandyoungeroneslookedathosesandsome people made
some purchases.Some peoplelookedbutdidnottake anythingoff the shelf.
Better:All of the hosesare sortedby expectedlife of the product, from5 yearsto lifetime warranty,as
well asby length,from25 feetto100 feet.There are comparativelyfewexpensive hosestochoose from
and onlyinlengthsof 75 to 100 feet.All of the hosesare inone aisle,nexttothe sprinklers.The higher
quality,heavierhosesare higheruponthe shelvesthanthe lighterhoses.Six typesof customer
behaviorwere observed:1) about7 out of 10 customersappearedtobe 55 or older,2) oldercustomers
weighedoptionsbetweenexpensive hosesand,of those whopurchased,chose the higherendproducts,
3) about three quartersof the potential customersinthe 55+ yearage range lookedbutdidnot buya
hose,4)youngercustomerslookedatall optionsbutmostlypurchasedlessexpensive hoses,5) younger
customersspenttwoto three timeslongerdecidingona selectionthanolderconsumers,6) several
oldercustomersdroppedthe expensive,higherqualityhoseswhengettingthemoff the shelf.
• Conclusions
o The body of your reportisa summaryyourobservations.Incontrast,the conclusionssection
shouldbringmeaningandinterpretationtothatdata.What insightsdoyoubelieve canbe drawnabout
the retailingof breakfastcereals?Withoutsufficientdatatotestthem, these insightare justhunches.It
wouldbe unwise forabusinesstoact on a mere hunch.

4. But a hunchcan become the basisof a testable hypothesis.Inaparagraphor twoeach,suggestyour
hypothesesaboutconsumerbehaviorwithregardtobuyingcereal.Identifythe questionsyouwould
needtoask in subsequentresearchandthe datayou wouldcollecttosupportorrefute eachhypothesis.
Example of a concludingparagraph:Fourof the six typesof observedshoppingbehaviorsindicate
choicesbyoldercustomers;there appearstobe a disproportionate amountof low-qualityhosesforthe
demographicof customers;the selectionof high-quality,shortandlight-weighthosesisverysmall and
thismay discourage oldercustomers.
For oldercustomers,the high-quality(andheavier) hosesthattheyseemtopreferare apparentlytoo
highup on the shelves.Youngercustomersseemtohave toomanyoptionsto choose from--the
selectionof low-qualityhosesmaybe redundant.There appeartobe twomainprice categoriesthat
match the qualitycategoriesandwithinthe categoriesthe pricesseemrightbutthe selectionand,inthe
case of hose placementforthe heavierhoses,improvementseemsneeded.
Example of hypothesis(withinconcludingparagraph):Age andincome of customerappeartobe
stronglycorrelatedto price sensitivityanddesiredproductqualityandfeaturesinthe purchase of
gardenhoses.Assumingthatmostpeople paywithacreditcard, we couldcombine datafromcash
registerswithdatafromthe My Lowe'sloyaltyprogramtoverifythishypothesis.
If this hypothesisissupportedbythe data,Lowe'smightadjustitsmerchandisingmix fromstore to
store to achieve maximumprofitpersquare footbasedonthe demographiccharacteristicsof the
populationinthe retail servicearea,i.e.,devote lessfloorspace tolower-quality/low-pricedhosesand
more floorspace to high-quality,shorterandlighterhosesinthose storesthatservice manyolder
customers.
Example of supportingquestions:Examplesof questionstoask,the answerstowhichwould supportthis
hypothesis,are:Whatisthe ratioof oldercustomerstoyoungercustomerswhoshopat thisLowe's?;
What are the income levelsof each?;Whatare the gardenhose preferencesof eachmarketsegment?;
How satisfiediseachmarketsegmentwiththe selectionandplacementof gardenhosesinthe store?
Examplesof datathat wouldhelptoanswerthese questions:Surveydata,interview data,focusgroup
data
• Appendix (notpartof yourpage count):

5. o Attach a copy of your original notes(hand-writtenisokay).Includeall datacollected(e.g.,your
notesontypesof cereals,brands,where locatedonthe shelf,packaging,price,behaviorof customers,
numberof cereals).
• Citationsandreference page.
o Cite all referencesyouusedwithin-textcitationsandareference page.All citationsandthe
reference page are tobe in APA format.
4. Submityourdocumenttoturnitin.com.(Yourprofessorwill provide the logininformation.)
Make revisionsbasedonthe feedbackyoureceivefromturnitin.com.
SubmissionInstructions
Uploadyour assignmentusingthe Submittool bythe due date indicated.
For studentsinthe face-to-face sections:be preparedtodiscussyourworkonthisassignmentinclassof
week2.
GradingCriteria
PointsEarned
At the college level,the emphasisingradingisonthe contentof assignmentsandthe effectivenessof
communication. ExpectedPoints
AssignmentMeetsAll Requirements MaximumPoints
AssignmentSignificantlyExceedsRequirements
Content(75%)
Data has beencarefullycollected,recorded,andsummarized;marketingtermsandconceptsare
appropriatelyused;conclusioniswell reasonedandsupported.See gradingrubric.
56 75
Presentation(25%)
Contentispresentedinaclear,concise mannerthatsupportsthe writer'sposition 19 25
Subtotal (pointsearnedbefore anyapplicable deductions) 75 100
PointsDeducted
Error-free mechanicsandmeetingstatedformatcriteriaare the baseline expectationsforassignments.
Pointswill be deductedforfailingtomeetthese requirements.

6. Mechanics(~ -15%)
Grammar, sentence structure,and/orwordchoice are flawed;typographical and/orspellingisflawed
up to -15
Format (~ -15%)
Citationsandresourcesare notin APA format;lengthrequirementsare notmetor were exceeded;
up to -15
Turnitin.com(~-15%)
Assignmentwasnotsubmittedtoturnitin.com
up to -15
Total (pointsearnedminusanyapplicabledeductions) 0 – 100
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