1. The document provides an overview of the Cheerios brand, including its target audience, key features and benefits, brand image, competitors, and advertising goals.
2. Cheerios targets young families looking for an affordable, healthy breakfast option that can be prepared quickly. Its key strengths are being heart healthy, kid friendly, and affordable.
3. Currently, Cheerios brands itself as a family friendly cereal. It focuses on family values and heart health in its marketing. Its top competitors are Kellogg's, Post Foods, and Quaker Oats, which respectively emphasize nutrition, history, and providing energy.
Disney Consumer Products-Marketing Nutrition To ChildrenKrishna Khandelwal
This presentation is on a Harvard Business School case study on how Disney Consumer Products re-positioned its brand image, to focus on nutritious food for children considering the rise in overweights and obese children.
Disney consumer products : Marketing Nutrition to childrenSameer Mathur
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
Team works presentation on "Customer insight toward Breakfast Cereals"
Market Analysis, Customer Needs, Customer insight, Segmentation, Target
University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Customer and Market Dynamics Course (CMD)
Case Study on Succuessful Journey of Kelloogg's Corn FlakesVARUN KESAVAN
Kellogg's (also Kellogg, Kellogg Company, and Kellogg's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks, frozen waffles, and vegetarian foods. The company's brands include Loops, Corn, Frosted Flakes, Rice Krispies, Special K,Cocoa Krispies, Keebler , Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive."[3]
Kellogg's products are manufactured in 18 countries and marketed in over 180 countries.[4] Kellogg's largest factory is at Trafford Park in Manchester, United Kingdom, which is also the location of its European headquarters.[5] Kellogg's holds a Royal Warrant from Queen Elizabeth II and the Prince of Wales.
Disney Consumer Products-Marketing Nutrition To ChildrenKrishna Khandelwal
This presentation is on a Harvard Business School case study on how Disney Consumer Products re-positioned its brand image, to focus on nutritious food for children considering the rise in overweights and obese children.
Disney consumer products : Marketing Nutrition to childrenSameer Mathur
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
Team works presentation on "Customer insight toward Breakfast Cereals"
Market Analysis, Customer Needs, Customer insight, Segmentation, Target
University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Customer and Market Dynamics Course (CMD)
Case Study on Succuessful Journey of Kelloogg's Corn FlakesVARUN KESAVAN
Kellogg's (also Kellogg, Kellogg Company, and Kellogg's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks, frozen waffles, and vegetarian foods. The company's brands include Loops, Corn, Frosted Flakes, Rice Krispies, Special K,Cocoa Krispies, Keebler , Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive."[3]
Kellogg's products are manufactured in 18 countries and marketed in over 180 countries.[4] Kellogg's largest factory is at Trafford Park in Manchester, United Kingdom, which is also the location of its European headquarters.[5] Kellogg's holds a Royal Warrant from Queen Elizabeth II and the Prince of Wales.
Student produced advertising campaign for KIND Bar products. Created "Media Monkey" advertising agency comprised of five individuals to address advertising and marketing concerns surrounding KIND products as found in research. Assigned the role of Graphic Designer and Creative Director within the group. Designed page layouts and graphics, as well as advertising executions. Done in an Advertising class taken at Ithaca College, taught by Professor Scott Hamula.
This advertising plan was developed during Fall 2012 by Casey Bariteau, Richard Salazar, Giovanna Gonzalez, and Sara Ketabi in our Introduction to Advertising course at Boston University - College of Communication. We began with a situation analysis of the product category, key trends, competitive analysis, and brand analysis. We then defined the target audience and where we would find them using databases and original research. We highlighted our key insight, and created a new brand positioning statement and advertising objective. From there, we thought up an intriguing new creative strategy and explained our creative execution, including our plan of action involving media.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
In advertising class we were assigned to re-brand any brand of our choice. We chose Cheez Doodles because of their lack of marketing. Here is the final advertising plan our agency, Top Tier Advertising, produced.
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
Macro Trends from Expo West (April 2015)MBGenhance
“Natural” is becoming one of the most alluring terms for both consumers and marketers. As more people seek to lead healthier lives, they’re increasingly turning to toxin-free, natural products. Indeed, the market for natural products has surged in recent years and continues to grow: U.S. consumer sales of natural, organic and healthy products are forecast to grow 64% from $153 billion in 2013 to $252 billion in 2019, a rate nearly double that of mainstream consumer packaged goods, according to New Hope Natural Media, the organizer of Expo West.
This report is based on findings from Expo West, the world’s largest natural, organic and healthy products event. Expo West, which took place March 4-8 in Anaheim, California, brought together more than 71,000 industry members and over 2,700 exhibiting companies. With dozens of panels and hundreds of networking events, Expo West is ground zero for emerging trends and innovative products.
Oat products have seen increased new product development in the UK over the last 4 years. This is good news for oat farmers who could benefit from increased demand.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Media plan created for Silk Soymilk in my sophomore Advertising class. I was responsible for the design of the book and advertisements (print, television, out-of-home).
UV1019 Dec. 23, 2008 This case was prepared by C.docxdickonsondorris
UV1019
Dec. 23, 2008
This case was prepared by Chris Aprill (MBA �’08), Daniel Payne (MBA �’08), Stephanie Ring (MBA �’08), and
Kristin Strauss (MBA �’08), under the supervision of L. J. Bourgeois, the Paul M. Hammaker Research Professor of
Business Administration. Copyright 2008 by the University of Virginia Darden School Foundation,
Charlottesville, VA. All rights reserved. To order copies, send an e-mail to [email protected]
o part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in
any form or by any means�—electronic, mechanical, photocopying, recording, or otherwise�—without the permission
of the Darden School Foundation.
WHOLE FOODS MARKET AD WILD OATS MERGER
John Mackey, chairman, CEO, and cofounder of Texas-based Whole Foods Market, sat at
his desk, rubbing his eyes. It was April 23, 2008, over a year since Whole Foods announced its
intention to acquire Colorado-based Wild Oats Markets, its closest competitor, in February 2007,
and the acquisition was still in legal turmoil. After defeating an antitrust lawsuit filed by the U.S.
Federal Trade Commission (FTC), Whole Foods had moved forward with its acquisition of Wild
Oats in August 2007. But in October 2007, Mackey received word that the FTC had filed an
appeal with the U.S. Court of Appeals for the D.C. Circuit; however, nothing had been decided.
Despite the challenging regulatory environment, Mackey and his management team had
already begun integrating Wild Oats into Whole Foods. Of the initial 109 Wild Oats stores,
Whole Foods sold 35, closed 12, and converted one-third of the remaining stores into Whole
Foods outlets.1 Mackey had no idea how Whole Foods would �“undo�” the deal if the court did not
rule in its favor. Yet, even if Whole Foods won the court battle, the mounting legal fees and
potential distraction from operations was sure to have a negative impact on the benefits expected
from the $565 million deal. Now, as Mackey thought back to last February, he was uneasy about
the decision he and his management team had made to purchase Wild Oats. He was also unsure
how to react to the possible implications of the court�’s impending decision.
Whole Foods Company Background
In 1978, Mackey and his then-girlfriend Renee Lawson Hardy, both University of Texas
drop-outs, borrowed $45,000 to open a small natural-foods store named SaferWay in Austin,
Texas. After some initial success, in 1980, they partnered with Mark Skiles and Craig Weller,
owners of Clarksville Natural Grocery, to form the first Whole Foods Market. This first store
measured 12,500 square feet and had 19 employees, making it one of the largest health-food
1 Christopher Rugaber, �“Court Weighs FTC�’s Request to Halt Whole Foods Deal,�” Yahoo! Finance
http://biz.yahoo.com/ap/080423/whole_foods_transaction.html (accessed April 28, 2008).
For the excl ...
Disney Consumer Products:Marketing Nutrition to ChildrenVijay Arora
A Harvard case study analysis
CREATED BY VIJAY ARORA,COLLEGE OF TECHNOLOGY,PANTNAGAR DURING MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR,IIM LUCKNOW.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
The Fascinating World of Bats: Unveiling the Secrets of the Nightthomasard1122
The Fascinating World of Bats: Unveiling the Secrets of the Night
Bats, the mysterious creatures of the night, have long been a source of fascination and fear for humans. With their eerie squeaks and fluttering wings, they have captured our imagination and sparked our curiosity. Yet, beyond the myths and legends, bats are fascinating creatures that play a vital role in our ecosystem.
There are over 1,300 species of bats, ranging from the tiny Kitti's hog-nosed bat to the majestic flying foxes. These winged mammals are found in almost every corner of the globe, from the scorching deserts to the lush rainforests. Their diversity is a testament to their adaptability and resilience.
Bats are insectivores, feeding on a vast array of insects, from mosquitoes to beetles. A single bat can consume up to 1,200 insects in an hour, making them a crucial part of our pest control system. By preying on insects that damage crops, bats save the agricultural industry billions of dollars each year.
But bats are not just useful; they are also fascinating creatures. Their ability to fly in complete darkness, using echolocation to navigate and hunt, is a remarkable feat of evolution. They are also social animals, living in colonies and communicating with each other through a complex system of calls and body language.
Despite their importance, bats face numerous threats, from habitat destruction to climate change. Many species are endangered, and conservation efforts are necessary to protect these magnificent creatures.
In conclusion, bats are more than just creatures of the night; they are a vital part of our ecosystem, playing a crucial role in maintaining the balance of nature. By learning more about these fascinating animals, we can appreciate their importance and work to protect them for generations to come. So, let us embrace the beauty and mystery of bats, and celebrate their unique place in our world.
Understanding the Mahadasha of Shukra (Venus): Effects and RemediesAstro Pathshala
The Mahadasha of Shukra (Venus) is one of the most significant periods in Vedic astrology. Shukra is known as the planet of love, beauty, wealth, and luxury. Its Mahadasha can bring about profound changes in an individual's life, both positive and negative, depending on its placement and condition in the natal chart.
What is Shukra Mahadasha?
Mahadasha is a planetary period in Vedic astrology that affects various aspects of an individual's life for a specific number of years. The Mahadasha of Shukra lasts for 20 years and is known to bring a period of significant transformation. Shukra is associated with pleasures, creativity, relationships, and material comforts. During its Mahadasha, these areas of life tend to get highlighted.
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
At Affordable Garage Door Repair, we specialize in both residential and commercial garage door services, ensuring your property is secure and your doors are running smoothly.
Types of Garage Doors Explained: Energy Efficiency, Style, and More
Creative brief
1. 1
Cheerios:
Creative
Brief
An
Overview
Of
The
Cheerios
Brand
Jessica
Lebel
and
Jackson
Vickery
2. 2
Table
of
Contents
Front
Cover:
1
Table
of
Contents:
2
Client:
3
Target
Audience:
4
Features
and
Benefits:
5-‐6
Current
Brand
Image:
7-‐8
Desired
Brand
Image:
9
Direct
Competitors:
10-‐11
Indirect
Competitors:
12
Advertising
Goal:
13
Strategic
Message:
13
References:
14
(Cheerios,
n.d.).
3. 3
Client
General
Mills,
one
of
the
top
cereal
makers
in
the
world,
is
known
for
cereals
like
Cheerios,
Chex,
Lucky
Charms,
and
Wheaties.
While
Cheerios
is
one
of
its
top
sellers,
General
Mills
strives
to
differentiate
its
company
by
creating
new
products
and
merging
with
new
companies
(“General
Mills,
Inc,”
n.d.).
In
1856,
Cadwallader
C.
Washburn
formed
the
Minneapolis
Milling
Company,
which
was
started
to
help
lease
power
rights
to
mill
operators.
It
wasn’t
until
1866
that
Washburn
opened
up
his
first
flourmill.
From
then
on,
Washburn
built
his
company,
Washburn
Crosby
Company,
which
eventually
became
one
of
the
best
flour
companies
in
the
world.
Later,
the
company
evolved
into
what
is
known
as
General
Mills
(General
Mills,
n.d.).
In
1941,
Lester
Borchardt,
a
General
Mills
executive,
invented
the
original
Cheerios.
Although
the
first
name
for
Cheerios
was
Cheerioats,
the
brand
has
since
stayed
true
to
its
promise
of
healthy
and
wholesome
oats
that
customers
still
enjoy
today
(Cheerios,
n.d.).
Today,
General
Mills
is
one
of
the
world’s
largest
food
companies.
In
May
of
2014,
the
company
accounted
for
$17.9
billion
in
sales
in
fiscal
year
2014.
This
is
largely
due
to
the
success
of
their
products
like
Big
G
cereals,
Hamburger
Helper,
Pillsbury,
Yoplait,
and
Betty
Crocker.
The
company
continues
to
merge
and
find
new
businesses
to
invest
in,
like
Annie’s
and
Parampa.
General
Mills
has
offices
and
manufacturing
facilities
in
over
thirty
countries,
including
Canada,
Latin
America,
Europe,
the
Middle
East,
Asia,
and
Australia
(“General
Mills,
Inc,”
n.d.).
4. 4
Target
Audience
The
target
audience
for
Cheerios
is
men
and
women
aged
18-‐34
with
families.
The
people
who
want
Cheerios
are
looking
for
a
food
that
is
affordable,
quick
to
prepare,
and
a
healthy
alternative
to
other
items
in
the
“quick
meal”
category
(“Hot
and
Cold
Cereals
–
US
–
August
2014,”
2014,
August)
Research
has
shown
that
94
percent
of
adults
in
the
United
States
eat
cereal,
whether
it
is
hot
or
cold.
In
a
recent
study,
42
percent
of
adults
in
the
United
States
are
eating
more
cereal
than
the
year
before
(“Hot
and
Cold
Cereals
–
US
–
August
2014,”
2014,
August).
With
most
young
families
not
consuming
expensive
breakfasts
everyday,
cereal
is
a
great
go-‐to
because
it
can
be
found
at
almost
every
grocery
store
in
different
price
ranges.
Also,
with
young
families
being
on
the
go,
cereal
is
a
great
go-‐to
because
it
is
quick
to
prepare
and
can
be
taken
along.
Lastly,
while
most
young
families
struggle
to
find
a
healthy
snack
that
can
be
eaten
at
any
time
of
the
day,
cereal
is
a
great
alternative
to
other
snacks
in
the
grocery
store.
It
was
shown
that
87
percent
of
the
consumers
that
eat
cereal
agree
that
cereal
can
be
eaten
at
any
time
of
the
day
(“Hot
and
Cold
Cereals
–
US
–
August
2014,”
2014,
August).
5. 5
Key
Features
and
Benefits
Product
Feature
Product
Benefit
Heart
Health
Rich
in
the
beta-‐glucan
fiber
that
helps
remove
cholesterol
(Cheerios,
n.d.)
Kid
Friendly
Dissolves
easily
in
mouth,
easy
to
grab
and
swallow,
low
on
sugar
(1
gram)
(Cheerios,
n.d.)
Vitamin
Rich
11
vitamins
and
minerals,
whole
grain
oats
(Cheerios,
n.d.)
Variety
There
are
15
flavors
of
Cheerios
(Cheerios,
n.d.)
Sustainable
Boxes
are
made
of
recycled
paper,
and
cheerios
facilities
have
reduced
energy(12%)
and
water
use(31%)
by
2006
(Cheerios,
n.d.)
Owned
by
General
Mills
Huge
company
with
credibility
that
has
made
Cheerios
for
70
years
(General
Mills,
n.d.)
Affordable
Offer
coupons
on
their
website.
$3.69
at
Walmart
(Walmart,
n.d.)
Quick
to
eat
Quick
to
take
to-‐go
without
milk
as
a
snack
Easy
to
purchase
Found
at
almost
all
local
grocery
stores
Community
Service
Takes
part
in
promoting
education
and
reading
(Cheerios,
n.d.)
Versatile
They
offer
recipes
to
make
with
Cheerios
online
(Cheerios,
n.d.)
6. 6
Kid friendly
Cheerios “Toasted Whole Grain Oat Cereal”
Affordable
Heart healthy
Vitamn rich
Wide variety
Quick to eat
Easy to find
Established brand
Versatile product
(Cheerios.com, n.d.)
7. 7
Current
Brand
Image
The
current
band
image
of
Cheerios
is
a
heart
healthy
family
friendly
product.
On
Cheerios.com,
the
first
thing
you
see
is
the
company
introducing
the
“Family
Breakfast
Project”
which
implies
it
is
important
to
eat
breakfast
as
a
family
(Cheerios,
n.d.).
Below
is
a
picture
from
a
scene
in
the
“Family
Breakfast
Project”
video
(Cheerios,
n.d.).
(Cheerios,
n.d.).
The
video’s
message
is
about
how
cheerios
teamed
up
with
a
team
from
the
“Family
Dinner
Project”
to
create
the
“Family
Breakfast
Project.”
The
actors
said
that
eating
breakfast
together
as
a
family
sparks
good
conversation
and
brings
you
closer
together
(Cheerios,
n.d.).
Cheerios.com
also
has
a
web
page
titled
“Why
is
Cheerios
a
Great
First
Finger
Food?”
appealing
to
mothers
to
buy
Cheerios
for
their
young
children
(Cheerios,
n.d.).
Cheerios
has
been
branded
with
a
character
named
“Buzz
the
Bee”
who
is
a
playful
insect
that
embodies
the
Cheerios
brand
(Cheerios,
n.d.).
The
subject
of
the
cheerios
latest
5
commercials
is
based
around
heart
health
(Cheerios,
n.d.).
One
commercial
is
a
kid
telling
adults
that
Cheerios
helps
lower
cholesterol
(Cheerios,
n.d.).
Cheerios.com
has
a
heart
healthy
quiz
to
encourage
people
to
learn
more
about
how
to
help
your
heart
stay
in
good
condition
(Cheerios,
n.d.).
Also,
the
front
of
the
original
Cheerios
box
has
a
cereal
bowl
shaped
like
a
heart
(General
Mills,
n.d.).
This
draws
your
attention
to
the
fact
that
they
are
good
for
your
heart.
(Cheerios,
n.d.).
8. 8
On
viewpoints.com
reviews
Cheerios
received
94
percent
out
of
100
percent
indicating
that
the
90
reviewers
of
the
product
really
like
it.
One
reviewer
said
that
she
feels
comfortable
giving
Cheerios
to
her
one
year
old
niece
when
she
comes
over
and
wants
a
snack
because
it
does
not
contain
a
lot
of
sugar.
Other
reviews
said
that
they
like
Cheerios
because
of
their
nutritional
value
(“General
Mills
Cheerios
Cereal
Reviews,”
n.d).
9. 9
Desired
Brand
Image
Cheerios
is
the
healthy
and
affordable
option
for
families
who
are
looking
for
a
go-‐to
meal,
whether
it
is
eaten
for
breakfast
or
a
snack.
Cheerios
also
comes
in
a
variety
of
different
flavors
like
Honey
Nut,
Multi
Grain,
Apple
Cinnamon,
and
Chocolate
(Cheerios,
n.d.).
This
provides
every
member
in
the
family
the
option
to
choose
which
type
of
cereal
they
want.
While
Cheerios
is
known
as
cereal
for
being
a
healthy
alternative
and
coming
in
a
wide
variety,
it
is
also
important
that
the
Cheerios
brand
maintains
a
relationship
with
the
family.
As
the
children
in
the
family
continue
to
grow
up,
it
is
important
to
remember
Cheerios
as
they
continue
on
in
their
life
(Cheerios,
n.d.).
10. 10
Direct
Competitors
The
top
three
direct
competitors
of
Cheerios
are
Kellogg’s,
Post
Foods,
and
Quaker
Oats
(“General
Mills,
Inc,”
n.d.).
The
brand
image
of
Kellogg’s
is
focused
on
nutrition.
The
first
thing
on
the
Kellogg’s
website
is
a
page
titled
“Nutritious
at
its
most
Delicious,”
which
talks
about
the
protein
and
grains
in
their
cereal
(Kellogg’s,
n.d.).
Kellogg’s
points
out
that
breakfast
is
an
important
meal
that
should
help
you
get
through
the
day.
Kellogg’s
has
23
different
kinds
of
cereal
putting
them
ahead
of
Cheerios
in
amount
of
variety
offered
(Kellogg’s,
n.d.).
The
image
that
Post
Foods
portrays
is
history
and
location.
On
this
website,
the
company
talks
about
how
they
are
“North
American
Grown”
and
“True
to
our
roots”
by
developing
breakfast
products
for
over
a
century
(Post
Foods,
n.d.).
Post
Foods
has
14
different
cereals
they
have
created
(Post
Foods,
n.d.).
(Post
Foods,
n.d.)
Quaker
Oats
focuses
on
energy
as
their
main
image.
They
have
a
commercial
from
February
of
2014
that
says
“It’s
how
we
get
go-‐getters
like
you
going
and
getting,”
(Quaker
Oats,
n.d.).
This
company
is
all
about
how
Quaker
Oats
will
fuel
you
for
the
day
if
you
eat
it
for
breakfast.
Another
image
that
Quaker
Oats
portrays
is
their
wide
variety
in
breakfast
products.
Their
website
has
a
slide
show
at
the
top
and
one
of
the
slides
says
“Enjoy
a
delicious
combination
of
fruits
and
nuts
at
home
or
on
the
go
with
Real
Medleys
11. 11
Bars,
Cereal,
and
Oatmeal.
Quaker
Oats
only
has
10
different
kinds
of
cold
cereal
but
their
main
product
is
hot
cereal
(oatmeal)
where
they
have
15
different
options
(Quaker
Oats,
n.d.).
12. 12
Indirect
Competition
Indirect
competition
for
Cheerios
includes
Pop
Tarts
and
Eggos.
While
these
two
items
are
also
focused
on
the
same
demographic
and
are
easy
to
prepare,
they
are
an
unhealthy
alternative
compared
to
Cheerios.
Cheerios
prides
itself
on
being
the
cereal
that’s
healthy
and
full
of
wholesome
oats,
while
these
other
two
items
are
filled
with
artificial
ingredients
and
preservatives
(Pop
Tarts
and
Eggo,
n.d.).
13. 13
Advertising
Goal
Cheerios
sets
out
to
provide
a
product
that
is
affordable,
quick
to
prepare,
and
a
healthy
alternative
to
other
breakfast
items
in
their
respective
market
(“Hot
and
Cold
Cereals
–
US
–
August
2014,”
2014,
August).
Strategic
Message
Cheerios
is
a
well-‐known
brand
that
focuses
on
the
importance
healthy
eating
and
family
values.
(Cheerios,
n.d.)
14. 14
References
Cheerios.
(n.d.).
Retrieved
from
http://www.cheerios.com
Eggos.
(n.d.).
Retrieved
from
https://www.leggomyeggo.com
General
Mills
(n.d.).
Retrieved
from
http://www.generalmills.com
General
Mills,
Inc.
(n.d.).
Hoovers.
Retrieved
from
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?co
mpanyId=10639000000000
General
Mills
Cheerios
Cereal
Reviews.
(n.d).
Retrieved
from
http://viewpoints.com
Hot
and
Cold
Cereals
–
US
–
August
2014.
(August
2014).
Mintel.
Retrieved
from
http://academic.mintel.com.www2.lib.ku.edu/display/680566/
Kellogs.
(n.d.).
Retrieved
from
http://www.m.kelloggs.com/en_US/home.html
Pop
Tarts.
(n.d.).
Retrieved
from
https://www.poptarts.com
Post
Foods.
(n.d.).
Retrieved
from
http://www.postfoods.com/
Quaker
Oats.
(n.d.).
Retrieved
from
http://www.quakeroats.com/home.aspx
Walmart.
(n.d.).
Retrieved
from
http://walmart.com