General Mills launched a gluten-free cereal called Gluten-Free Chex Cereal to address the growing market for gluten-free products and consumers with celiac disease or gluten intolerance. While the product has received some positive attention online, it lacks widespread awareness. The advertising plan aims to increase awareness of celiac disease, position General Mills as socially responsible for addressing this health issue, and gain market share for Gluten-Free Chex Cereal and other potential gluten-free products. The plan proposes utilizing both "push" and "pull" strategies to spread information and build broader awareness among target audiences.
Danish pharmaceutical company Novo Nordisk (founded in 1923) is a global leader in diabetes care with 52% of the insulin market share. As of November 2008, it had a market capitalization of $33 billion. Novo Nordisk focuses on diabetes care, haemostatic agents, hormone replacement, growth disorders, obesity, and inflammation therapies. It has a strong pipeline of new drugs for diabetes care, including two new insulins due in early 2009. The company aims to increase its market share in diabetes care and expand into related areas like obesity and inflammatory diseases.
Procter & Gamble is an American multinational consumer goods corporation founded in 1837 by William Procter and James Gamble. It is headquartered in Cincinnati, Ohio and has annual sales of over $83 billion worldwide. P&G operates through three global business units - Beauty, Health and Well-Being, and Household Care. It produces a wide range of products including Crest toothpaste, Tide laundry detergent, Gillette razors, and Pampers diapers. P&G aims to reduce its environmental impact through decreasing packaging waste, energy and water usage. It also supports social initiatives like girls' education programs.
NYU 2016 Fall Managing Product & Brand final project-new product development and brand strategy
Presented by Avril Chang, Barbara D‘Agosto, Muriel Wiedenkeller, Xin Zhang
Instructor: Sekou White
Product: a new female beer brand
Content:
I. AB InBev Background
II. Situation Analysis
III. The Opportunity
IV. The New Product
V. The Brand
VI. GTM Strategy
This document provides an agenda and situational analysis for developing a protein supplement product. It begins with identifying the key market problems such as most adults in India being protein deficient and unaware of protein supplement needs. The opportunity identified is addressing general protein deficiency as well as using protein to aid in weight reduction. Primary research through consumer and doctor surveys validate the opportunities and help define target segments. Competitive products are assessed and various distribution options are proposed, including supermarkets, online, chemists, nutrition stores, and institutions. The business case cites increasing health awareness and busy lifestyles as growth drivers for protein supplements.
This document outlines a marketing plan for a new pharmaceutical product. It discusses objectives like increasing market share and brand strength. It then covers the marketing planning process and performing an environmental analysis including strengths, weaknesses, opportunities, and threats. Finally, it proposes strategies for market penetration, development, positioning, branding, public relations, product development, pricing, distribution, promotion, and commercialization.
The pharmaceutical industry is shifting away from the traditional blockbuster drug model towards new business models. Long term strategies include adopting an integrated model that bundles drugs, healthcare services, and medical devices. Companies are also focusing on personalized drugs, disease management, and partnerships with biotech firms. Short term strategies involve semi-blockbuster portfolios, pre- and post-patent competition, and network-based research models relying more on outsourcing.
PediaSure is a nutritional supplement drink for children aged 2-10 formulated with 37 vital nutrients. It is positioned as providing complete balanced nutrition, especially for children with fussy eating habits. PediaSure contains more disclosed nutrients than competitors and helps increase height, weight, and strengthen immunity. It is available in various flavors and package sizes through multiple retail channels including modern trade outlets, general stores, and e-commerce websites. Abbott promotes PediaSure through TV advertisements targeting mothers and social media engagement.
Danish pharmaceutical company Novo Nordisk (founded in 1923) is a global leader in diabetes care with 52% of the insulin market share. As of November 2008, it had a market capitalization of $33 billion. Novo Nordisk focuses on diabetes care, haemostatic agents, hormone replacement, growth disorders, obesity, and inflammation therapies. It has a strong pipeline of new drugs for diabetes care, including two new insulins due in early 2009. The company aims to increase its market share in diabetes care and expand into related areas like obesity and inflammatory diseases.
Procter & Gamble is an American multinational consumer goods corporation founded in 1837 by William Procter and James Gamble. It is headquartered in Cincinnati, Ohio and has annual sales of over $83 billion worldwide. P&G operates through three global business units - Beauty, Health and Well-Being, and Household Care. It produces a wide range of products including Crest toothpaste, Tide laundry detergent, Gillette razors, and Pampers diapers. P&G aims to reduce its environmental impact through decreasing packaging waste, energy and water usage. It also supports social initiatives like girls' education programs.
NYU 2016 Fall Managing Product & Brand final project-new product development and brand strategy
Presented by Avril Chang, Barbara D‘Agosto, Muriel Wiedenkeller, Xin Zhang
Instructor: Sekou White
Product: a new female beer brand
Content:
I. AB InBev Background
II. Situation Analysis
III. The Opportunity
IV. The New Product
V. The Brand
VI. GTM Strategy
This document provides an agenda and situational analysis for developing a protein supplement product. It begins with identifying the key market problems such as most adults in India being protein deficient and unaware of protein supplement needs. The opportunity identified is addressing general protein deficiency as well as using protein to aid in weight reduction. Primary research through consumer and doctor surveys validate the opportunities and help define target segments. Competitive products are assessed and various distribution options are proposed, including supermarkets, online, chemists, nutrition stores, and institutions. The business case cites increasing health awareness and busy lifestyles as growth drivers for protein supplements.
This document outlines a marketing plan for a new pharmaceutical product. It discusses objectives like increasing market share and brand strength. It then covers the marketing planning process and performing an environmental analysis including strengths, weaknesses, opportunities, and threats. Finally, it proposes strategies for market penetration, development, positioning, branding, public relations, product development, pricing, distribution, promotion, and commercialization.
The pharmaceutical industry is shifting away from the traditional blockbuster drug model towards new business models. Long term strategies include adopting an integrated model that bundles drugs, healthcare services, and medical devices. Companies are also focusing on personalized drugs, disease management, and partnerships with biotech firms. Short term strategies involve semi-blockbuster portfolios, pre- and post-patent competition, and network-based research models relying more on outsourcing.
PediaSure is a nutritional supplement drink for children aged 2-10 formulated with 37 vital nutrients. It is positioned as providing complete balanced nutrition, especially for children with fussy eating habits. PediaSure contains more disclosed nutrients than competitors and helps increase height, weight, and strengthen immunity. It is available in various flavors and package sizes through multiple retail channels including modern trade outlets, general stores, and e-commerce websites. Abbott promotes PediaSure through TV advertisements targeting mothers and social media engagement.
This document provides a marketing plan for a new healthy food delivery app called Healthalicious. It begins with an executive summary of the market opportunity in healthy eating and food delivery in India. It then outlines the company's goals and strategy, which include targeting students, families, fitness enthusiasts and professionals. Key tactics discussed include developing a premium app with meal planning features, partnering with gyms and student housing, and positioning the brand as a healthy solution for all hunger needs. An implementation plan describes the organizational structure, business processes, and phased rollout approach across multiple Indian cities.
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
Annie's is looking to grow organically by targeting prime prospect households. They will focus on brand awareness of Annie's as a healthy brand and adding convenience to boost sales of new frozen product lines like lasagna, ravioli, and sesame chicken with 70% or more organic ingredients. Annie's marketing mix will use promotions and advertising in traditional and social media, along with seasonal discounts, to promote the new products and drive sales at grocery and mass retailers where prime prospects shop. The goal is to take advantage of growth in frozen categories and household purchasing habits around health and convenience.
This document discusses strategies for launching new products. It covers several key points:
1. Successful product launching depends on coordination across functions and preparation.
2. Strategic decisions for launching include identifying customers, product positioning, and developing an appropriate marketing mix.
3. Tactical decisions involve the "4 Ps" of marketing - product, price, place (distribution), and promotion.
4. The document provides an overview of different product life cycle stages and strategies for each stage.
Market scenario of Health Food Drink Industry in India. Major players & brands of Malted Food Drink Industry of India. GSKCH is the leader of Health drink segment & horlicks took first position in Malted food drinks segment.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
Kellogg's recognized that sales of its Nutri-Grain cereal bars were declining, putting the brand in the decline stage of its product life cycle. To extend the life of the brand, Kellogg's conducted research to identify issues with the brand message, product lineup, and marketing. Kellogg's then implemented an extension strategy focused on improving the core products, packaging, pricing, and promotion. This re-launch of Nutri-Grain was successful in returning the brand to growth above market rates.
Digital Food Marketing - 10 Of The Most Delicious Opportunities for 2014Big Spaceship
People's relationship with food is quickly evolving. Here are some ideas on how to Internet better for the edibles and juiceables.
If you like food and the Internet, you might enjoy the long version of this presentation here: http://spcshp.it/foodmarketing
10 step marketing plan for generic pharmacy yang zhaoyang zhao
This document outlines a 10 step marketing plan for Generics Pharmacy. It identifies the primary target market as people in the Philippines who need medicine but want to pay a lower price. It analyzes competitors like Mercury Drug and positioning, noting Generics Pharmacy offers lower prices and additional services. Market size estimates vary from 6.67 to 13.1 billion pesos based on different data sources. The marketing mix involves promotional activities, distribution of 880 stores nationwide, and a winning strategy of affordable generic drugs and extra services.
This document provides a brand plan for PRO PL, a nutritional supplement brand, from 2018-2020. It outlines the target customer as pregnant women and women of childbearing age. The brand aims to provide overall nourishment to mothers and fetuses. Key insights indicate issues like pregnancy induced hypertension affect many pregnancies annually in India. The document reviews the nutritional supplements market and competitors. PRO PL is currently the second ranked brand in its niche segment. The brand vision is to become the most prescribed brand in its category, with an objective to reach 100 crore rupees in sales by 2020.
The document discusses strategies for marketing the Ugg brand, including maintaining strong sales growth in the United States, targeting women ages 25 to 45, and positioning Uggs as a luxury outdoor sheepskin boot. It also outlines plans to introduce more affordable product lines, limited edition seasonal styles, and expand the men's line to attract more customers and increase revenue while preserving the brand's premium image.
Go-to-Market Strategy: Launching a Diabetes Treatment in ChinaKristy Burton
Complete go-to-market strategy for launching an endoscopic diabetes treatment in China. Presentation includes landscape assessment and strategic analysis of the diabetes treatment market in China.
Nestle Lanka PLC manufactures and distributes food and beverage products in Sri Lanka. Their Maggi instant noodle brand holds 45-50% of the noodle market share. Between 2008-2013, Maggi noodle revenue grew by 15% annually on average. The company faces competition from Prima and Alli noodle brands. To increase market share, Nestle will reposition Maggi as a family brand and launch new product lines fortified with vitamins and minerals while utilizing competitive pricing and widespread distribution. The marketing objectives are to increase Maggi's market share to 50-60% and brand awareness by 10% through new product launches, upgrading existing lines, and promotional activities over the next year.
Kellogg's conducted extensive market research to develop and launch a new product extension called Crunchy Nut Bites. The research involved 4 stages: 1) discovering new ideas through focus groups, 2) selecting the best idea through consumer ratings, 3) crafting the idea into products by testing recipes and packaging designs, and 4) forecasting sales through in-home product trials. This thorough process led to the successful launch of Crunchy Nut Bites in 2008, which achieved sales of £6.9 million in its first year, demonstrating the value of market research in new product development.
Kurkure is a brand of corn puffs produced by Pepsico India and launched in 1999. Named after the Hindi word for 'crunchy', it was the first snack developed entirely in India. It has become a INR 1000 crore brand that is exported to Nepal and Bangladesh and will soon be manufactured and sold in more countries. Kurkure offers a variety of products, including its core collet range of flavors and solid masti twisteez. It has a wide distribution network in India through Frito Lay and leverages Juhi Chawla and Parineeti Chopra in its brand communications to portray itself as a fun, family-oriented snack.
This document outlines a marketing communications plan for Dove chocolate. It begins with an executive summary that highlights using women's interest in chocolate's connection to sexual desire and satisfaction as a way to differentiate Dove. It then provides a business situation review, including Dove's history and a SWOT analysis. Marketing objectives are to increase awareness by 40% and positively impact Dove's image over six months using tactics like advertising, promotions, PR and direct marketing.
Pepsi is launching a "Feature Your Flavor" campaign to promote different Pepsi flavors by associating each with a persona. The campaign will target women ages 13-50 on YouTube, social media, and their website through quizzes, contests and ads to select models representing flavors. It will include paid YouTube ads, social media presence, a mobile app and text-in persona finder. Key metrics will track digital marketing hours and costs which total nearly $8 million including ad time, models, photo shoots and contest prizes.
Online Visibility Assessment for SweetGreen Ecem Acar
My group mates and I were challenged to assess the
holistic overview of a website in terms of evaluating general search functions, social media, outreach and user experience. This presentation provides our online visibility assessment as well as our recommendations for SweetGreen to excel further in the online world.
This document provides a marketing plan for a new healthy food delivery app called Healthalicious. It begins with an executive summary of the market opportunity in healthy eating and food delivery in India. It then outlines the company's goals and strategy, which include targeting students, families, fitness enthusiasts and professionals. Key tactics discussed include developing a premium app with meal planning features, partnering with gyms and student housing, and positioning the brand as a healthy solution for all hunger needs. An implementation plan describes the organizational structure, business processes, and phased rollout approach across multiple Indian cities.
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
Annie's is looking to grow organically by targeting prime prospect households. They will focus on brand awareness of Annie's as a healthy brand and adding convenience to boost sales of new frozen product lines like lasagna, ravioli, and sesame chicken with 70% or more organic ingredients. Annie's marketing mix will use promotions and advertising in traditional and social media, along with seasonal discounts, to promote the new products and drive sales at grocery and mass retailers where prime prospects shop. The goal is to take advantage of growth in frozen categories and household purchasing habits around health and convenience.
This document discusses strategies for launching new products. It covers several key points:
1. Successful product launching depends on coordination across functions and preparation.
2. Strategic decisions for launching include identifying customers, product positioning, and developing an appropriate marketing mix.
3. Tactical decisions involve the "4 Ps" of marketing - product, price, place (distribution), and promotion.
4. The document provides an overview of different product life cycle stages and strategies for each stage.
Market scenario of Health Food Drink Industry in India. Major players & brands of Malted Food Drink Industry of India. GSKCH is the leader of Health drink segment & horlicks took first position in Malted food drinks segment.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
Kellogg's recognized that sales of its Nutri-Grain cereal bars were declining, putting the brand in the decline stage of its product life cycle. To extend the life of the brand, Kellogg's conducted research to identify issues with the brand message, product lineup, and marketing. Kellogg's then implemented an extension strategy focused on improving the core products, packaging, pricing, and promotion. This re-launch of Nutri-Grain was successful in returning the brand to growth above market rates.
Digital Food Marketing - 10 Of The Most Delicious Opportunities for 2014Big Spaceship
People's relationship with food is quickly evolving. Here are some ideas on how to Internet better for the edibles and juiceables.
If you like food and the Internet, you might enjoy the long version of this presentation here: http://spcshp.it/foodmarketing
10 step marketing plan for generic pharmacy yang zhaoyang zhao
This document outlines a 10 step marketing plan for Generics Pharmacy. It identifies the primary target market as people in the Philippines who need medicine but want to pay a lower price. It analyzes competitors like Mercury Drug and positioning, noting Generics Pharmacy offers lower prices and additional services. Market size estimates vary from 6.67 to 13.1 billion pesos based on different data sources. The marketing mix involves promotional activities, distribution of 880 stores nationwide, and a winning strategy of affordable generic drugs and extra services.
This document provides a brand plan for PRO PL, a nutritional supplement brand, from 2018-2020. It outlines the target customer as pregnant women and women of childbearing age. The brand aims to provide overall nourishment to mothers and fetuses. Key insights indicate issues like pregnancy induced hypertension affect many pregnancies annually in India. The document reviews the nutritional supplements market and competitors. PRO PL is currently the second ranked brand in its niche segment. The brand vision is to become the most prescribed brand in its category, with an objective to reach 100 crore rupees in sales by 2020.
The document discusses strategies for marketing the Ugg brand, including maintaining strong sales growth in the United States, targeting women ages 25 to 45, and positioning Uggs as a luxury outdoor sheepskin boot. It also outlines plans to introduce more affordable product lines, limited edition seasonal styles, and expand the men's line to attract more customers and increase revenue while preserving the brand's premium image.
Go-to-Market Strategy: Launching a Diabetes Treatment in ChinaKristy Burton
Complete go-to-market strategy for launching an endoscopic diabetes treatment in China. Presentation includes landscape assessment and strategic analysis of the diabetes treatment market in China.
Nestle Lanka PLC manufactures and distributes food and beverage products in Sri Lanka. Their Maggi instant noodle brand holds 45-50% of the noodle market share. Between 2008-2013, Maggi noodle revenue grew by 15% annually on average. The company faces competition from Prima and Alli noodle brands. To increase market share, Nestle will reposition Maggi as a family brand and launch new product lines fortified with vitamins and minerals while utilizing competitive pricing and widespread distribution. The marketing objectives are to increase Maggi's market share to 50-60% and brand awareness by 10% through new product launches, upgrading existing lines, and promotional activities over the next year.
Kellogg's conducted extensive market research to develop and launch a new product extension called Crunchy Nut Bites. The research involved 4 stages: 1) discovering new ideas through focus groups, 2) selecting the best idea through consumer ratings, 3) crafting the idea into products by testing recipes and packaging designs, and 4) forecasting sales through in-home product trials. This thorough process led to the successful launch of Crunchy Nut Bites in 2008, which achieved sales of £6.9 million in its first year, demonstrating the value of market research in new product development.
Kurkure is a brand of corn puffs produced by Pepsico India and launched in 1999. Named after the Hindi word for 'crunchy', it was the first snack developed entirely in India. It has become a INR 1000 crore brand that is exported to Nepal and Bangladesh and will soon be manufactured and sold in more countries. Kurkure offers a variety of products, including its core collet range of flavors and solid masti twisteez. It has a wide distribution network in India through Frito Lay and leverages Juhi Chawla and Parineeti Chopra in its brand communications to portray itself as a fun, family-oriented snack.
This document outlines a marketing communications plan for Dove chocolate. It begins with an executive summary that highlights using women's interest in chocolate's connection to sexual desire and satisfaction as a way to differentiate Dove. It then provides a business situation review, including Dove's history and a SWOT analysis. Marketing objectives are to increase awareness by 40% and positively impact Dove's image over six months using tactics like advertising, promotions, PR and direct marketing.
Pepsi is launching a "Feature Your Flavor" campaign to promote different Pepsi flavors by associating each with a persona. The campaign will target women ages 13-50 on YouTube, social media, and their website through quizzes, contests and ads to select models representing flavors. It will include paid YouTube ads, social media presence, a mobile app and text-in persona finder. Key metrics will track digital marketing hours and costs which total nearly $8 million including ad time, models, photo shoots and contest prizes.
Online Visibility Assessment for SweetGreen Ecem Acar
My group mates and I were challenged to assess the
holistic overview of a website in terms of evaluating general search functions, social media, outreach and user experience. This presentation provides our online visibility assessment as well as our recommendations for SweetGreen to excel further in the online world.
Kellogg first struggled when entering the Indian market as their products did not align with local tastes and eating habits. They initially launched cornflakes, wheat flakes, and rice flakes but saw poor performance. Kellogg then decided to launch more popular brands like Chocos and Frosties. They also introduced the Mazza series of cereal in local Indian flavors like mango and coconut. Kellogg increased their focus on promotions in schools and offering free samples to get people to try their products. Over time, Kellogg Indianised their products, reduced prices, and repositioned their branding to focus on nutrition rather than just health.
Sweetgreen is a fast casual salad restaurant founded in 2007 in Washington D.C. that is expanding to London. The summary outlines Sweetgreen's background, target audience, promotional strategy, and schedule. The target audience is working professionals in London ages 25-45 who value health, sustainability and convenience. The promotional strategy utilizes social media, mobile apps, ads on buses and the tube to increase brand awareness and loyalty. The schedule runs promotions from March to September 2016 to achieve objectives of social media followers and mobile app downloads.
The document discusses strategies for healthy eating. It recommends eating enough calories from a variety of foods including fruits, vegetables, grains and legumes while keeping portions moderate. It also recommends limiting sugary foods, salt and refined grains, staying hydrated, and being physically active. The healthiest foods to eat include fruits, vegetables, nuts and seeds, whole grains, eggs, dairy, seafood, poultry and lean meats. A healthy diet should be guided by the healthy diet pyramid. Eating smart involves chewing food slowly, avoiding eating while distracted, listening to hunger/fullness cues, and eating small frequent meals.
The document discusses the eatwell plate and the importance of eating a balanced variety of foods from its five main food groups: fruit and vegetables; bread, rice, potatoes, pasta; milk and dairy foods; meat, fish, eggs, beans; and foods high in fat and/or sugar. It recommends eating at least 5 portions of fruit and vegetables daily, plenty of breads and starches, 2-3 dairy items, foods from the meat group, and only small amounts of high fat and sugar foods. A balanced diet with moderation is key to health.
The health food market in India is poised to significantly grow, reaching Rs. 22,500 crore by 2015. Major food companies are tapping into this market by developing new product lines focused on health and wellness. The market can be divided into categories like "better for you", functional, and natural foods. While the dairy and juice categories currently dominate, there is growing demand for other types of healthy foods and beverages. Factors like increasing lifestyle diseases, health awareness, and recommendations from scientists are driving further innovation in this expanding market.
Breakfast cereal industry final presentationDicky Cahanaya
This document provides an analysis of the breakfast cereal industry in the United States. It discusses the industry structure, key factors such as high concentration and barriers to entry. It also analyzes advertising strategies used by major companies like Kellogg, General Mills, and Ralcorp. These include television, print, and online advertising with a focus on segmentation, promotions, and celebrity endorsements. The document concludes with recommendations on investment in this mature but still profitable industry.
The document provides an analysis of the cereal industry and environment for Honey Nut Cheerios. It discusses key points:
- Cereal industry sales were $9.1 billion in 2008, peaking at $10.8 billion in 2009, then declining to $9.51 billion in 2012. Consumption has dropped 1% annually for a decade.
- The industry faces challenges like consumers choosing healthier/more convenient breakfasts and declining birth rates reducing the target demographic of children.
- General Mills' top competitors are Kellogg, Kraft, and PepsiCo, who together control 55% of the market. General Mills has 31% share.
- Trends impacting General Mills include
This document provides an integrated marketing communications plan for Sweet Freedom Bakery. It includes a situation analysis of the bakery industry and gluten-free trends. It analyzes Sweet Freedom Bakery's products, competitors, target demographics of mothers and young professionals, and weaknesses such as low social media engagement. The plan recommends initiatives like a "Free-From" social media campaign, an app, and increasing paid search and remarketing to raise awareness and foot traffic at the Collingswood location.
Perfect Food: The Silicon Valley Food MovementTrung Ho
What would the food system look like if we started over?
That's the question that investors, entrepreneurs, and food scientists in Silicon Valley are asking as they've been working towards creating a more sustainable food system as the global population inches closer to 9.6 billion by 2050. Mayonnaise without eggs? Real-tasting meat made from plants? Living a healthy life on a nutritious drink alone? Food from the Silicon Valley Food Movement may sound crazy, but they're becoming more and more popular as large groups of investors, chefs, environmental and animal activists, consumers, and just about all walks of life are gravitating towards the idea that food can and should be healthy, tasty, and help make a positive difference in the world's future.
This report looks at the different food startups and its corresponding trends/driving factors, as well as its implications for big food brands. This report also takes a look at related food trends and its manifestations that are occurring outside of Silicon Valley.
Kellogg's primary target market is parents with kids or adults who want a healthy breakfast cereal. Their main competitors are Nestle and Cheerios. Kellogg's has a larger market share globally at 42% of the nearly $9.7 billion cereal market. Kellogg's cereal is positioned as a healthy breakfast option that is priced 20% lower than Nestle but 10% higher than Cheerios. Kellogg's promotes their cereal through TV ads, events, experiences, and coupons and distributes globally across 120 countries leveraging their strong brand recognition.
A presentation on the following question: Is the diet & weight loss industry ethically justified in their advertising methods, especially in the United States? Created by Brittney Johns
Up to 20% of the global population avoids gluten for medical or non-medical reasons. The gluten-free market is valued at over $10 billion in the US alone and is growing rapidly due to increased consumer demand. While originally driven by those with celiac disease or gluten intolerance, many consumers now avoid gluten for perceived health or weight loss benefits despite a lack of evidence. Food and beverage companies have launched over 9,500 new gluten-free products globally since 2008 to meet this demand, focusing on convenient, healthy options. Further innovation in functional beverages and supplements could help companies expand into new markets and appeal to broader health-conscious audiences.
Low income populations (i.e., those living on $2-13 USD/day) in developing countries are disproportionately vulnerable to what is affordable, accessible and aspirational, and are increasingly incorporating available “unhealthy foods” (high in fat,sugar, salt, and calories with little nutritional value) into their diets. While changing food markets may bring potential benefits including improved food safety, security, and product diversity, overconsumption of these unhealthy foods leads to a burden of health and financial impacts, including obesity, hypertension, diabetes, loss of productivity and absenteeism for these low income individuals, their families and the broader societies in which they live.
Whole Foods Market faces strategic challenges including increased competition from mainstream grocery stores offering organic options, economic recession diminishing consumer spending, and the perception of high prices hurting sales. To address these issues, Whole Foods must reassess costs, refocus expansion, promote its brand emphasizing quality and value, and balance maintaining its mission while boosting awareness and sales. Whole Foods aims to strengthen its position through major restructuring and generating positive PR during the economic downturn.
The cereal category has seen flat sales growth in recent years due to lack of innovation and changing consumer habits. Cinnamon Toast Crunch, produced by General Mills, has been on the market since 1984 but faces challenges from more popular cereals and changing breakfast trends. Research found that while women like the taste of Cinnamon Toast Crunch, the target audience could be expanded to include busy young professionals who want a convenient breakfast. Qualitative research with women ages 25-34 found that most eat a fast breakfast on weekdays due to busy mornings.
Walmart, Google, Best Buy, Whole Food, Chrysler (Combined) report & case studiesNurer Asif
This document contains information about case studies for a strategic management course, including analyses of Rupayan Housing Estate Limited, Walmart, Google, Whole Foods, Best Buy, and Chrysler. It provides details on the board of directors and top management of Walmart and Google. The case studies are compared based on their current situations and corporate governance structures.
Special K is a Kellogg's cereal brand that became the first high-protein cereal in the 1950s. It has since expanded its product line to include bars, shakes, and other items. Special K targets women for weight loss and fitness goals. It has a 34% market share but faces competition from General Mills, Nestle, and Quaker. Special K's marketing emphasizes the products' role in helping women achieve their fitness goals through advertising, social media, and challenges. The document recommends expanding Special K's target market to include men while retaining female customers.
This document discusses food security and poverty reduction from a social justice perspective. It defines key terms like food security, food insecurity, and poverty. It also provides national statistics showing that certain groups like Blacks, Latinos, households with young children, and single mothers have higher rates of food insecurity and poverty. The document discusses how poverty and poor health outcomes are interrelated and how food security can be an intervening factor. It then outlines several options for improving food security, such as creating incentives for local farmers, increasing community gardens, and ensuring access to nutrition assistance programs at farmers markets. It also discusses ways to attract new grocery stores and support existing small stores in low-income areas.
Accessibiliy: Scalling Up for Global Access to Quality ProductsFrancine Schoenwetter
Broadly defined as the ease of access to something at the time it is needed, the concept of Accessibility—especially as it relates to healthy foods—is one that’s become increasingly important.
The movement to improve access to healthy foods dovetails with the rising demand for better-for-you products, creating a heightened consumer demand for
quality ingredients and sustainable sourcing.
Here we view the data on the food insecurity and an overview of the supply chain perspective on generating greater access to healthier products - how to bridge the gap between high demand and access.
The Indian food and beverage industry is on the brink of a major shift, with indigenous consumers gaining more exposure, engaging &becoming more health conscious.
This document discusses forces driving changing consumer demand for food, including health and wellness trends among millennial consumers. Millennials are increasingly concerned with organic, gluten-free, and allergen-friendly foods, and they are heavily influenced by health and nutrition discussions on social media. The aging population and concerns about childhood obesity are also increasing demand for healthier options. Government policies and increased scientific information are raising awareness of issues like processed meats and GMOs.
The document proposes a social marketing campaign by Whole Foods called "Bring on the Goodness of Wholesome Eating" to help prevent obesity. The campaign would target obese children, pregnant mothers, and low-income immigrant communities. It would promote healthy eating through recipes using Whole Foods private label products. The campaign would leverage Whole Foods' reputation for healthy, organic foods and spread awareness in obese communities. It would use humor and messaging around identity to persuade people to change behaviors and eat more nutritiously. The campaign would partner with organizations like the American Heart Association and measure its positive financial and social impacts.
Running Head: BUSINESS PLAN
BUSINESS PLAN 6
The Choice of Business: Preserving the World through Fresh Foods
Argosy University
January 2, 2019
Business Plan: Preserving the World through Fresh Foods
The initiative is a business plan that is aimed at establishing greenhouses which will grow different vegetables such as onions, tomatoes, lettuces, garlic, brassicas, carrots and different types of herbs. Food security is one of the 17 Sustainable Development Goals (SDGs), the world is aiming to achieve. While food accessibility in the United States has not been a major issue, access to quality food has been remained to be an issue of concern among Americans (Rubatzky & Yamaguchi, 2012). Quality food is expensive and, therefore, not many people can afford it in the required amounts. The initiative aims at enhancing food security by the engaging in agribusiness hence developing crops that are safe for consumption at lower prices.
Vision, Core Beliefs and Culture
The vision of the initiative is to achieve food security in the United States of America by providing cheap quality vegetables for the entire American population. The mission of the initiative would, therefore, be to become a highly profitable company through the production of quality vegetables and making sales at affordable prices to all Americans. The first major core belief of the business would be accountability, which will involve taking responsibility for all the tasks associated with the company. Integrity is another significant core belief which will involve being committed to excellence, consistency, and honesty. Respect is another major core belief the company will uphold. Teamwork and transparency are also key to ensuring the company achieve its goals, mission, and vision.
Social Responsibility Commitment
The business aims at creating a culture of customer focus, whereby most decisions and activities will always focus on how they impact the customers. Customers’ needs will thus be a major priority in dictating the quality of products and also performing other important activities such as marketing, adverts, and channel for sales. The company will be socially committed to championing healthy food consumption, which is important in avoiding the possibility of various chronic diseases.
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The notion of Dwayne Johnson kidnapping seems straight out of a Hollywood thriller. Dwayne "The Rock" Johnson, known for his larger-than-life persona, immense popularity. and action-packed filmography, is the last person anyone would envision being a victim of kidnapping. Yet, the bizarre and riveting tale of such an incident, filled with twists and turns. has captured the imagination of many. In this article, we delve into the intricate details of this astonishing event. exploring every aspect, from the dramatic rescue operation to the aftermath and the lessons learned.
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The Origins of the Dwayne Johnson Kidnapping Saga
Dwayne Johnson: A Brief Background
Before discussing the specifics of the kidnapping. it is crucial to understand who Dwayne Johnson is and why his kidnapping would be so significant. Born May 2, 1972, Dwayne Douglas Johnson is an American actor, producer, businessman. and former professional wrestler. Known by his ring name, "The Rock," he gained fame in the World Wrestling Federation (WWF, now WWE) before transitioning to a successful career in Hollywood.
Johnson's filmography includes blockbuster hits such as "The Fast and the Furious" series, "Jumanji," "Moana," and "San Andreas." His charismatic personality, impressive physique. and action-star status have made him a beloved figure worldwide. Thus, the news of his kidnapping would send shockwaves across the globe.
Setting the Scene: The Day of the Kidnapping
The incident of Dwayne Johnson's kidnapping began on an ordinary day. Johnson was filming his latest high-octane action film set to break box office records. The location was a remote yet scenic area. chosen for its rugged terrain and breathtaking vistas. perfect for the film's climactic scenes.
But, beneath the veneer of normalcy, a sinister plot was unfolding. Unbeknownst to Johnson and his team, a group of criminals had planned his abduction. hoping to leverage his celebrity status for a hefty ransom. The stage was set for an event that would soon dominate worldwide headlines and social media feeds.
The Abduction: Unfolding the Dwayne Johnson Kidnapping
The Moment of Capture
On the day of the kidnapping, everything seemed to be proceeding as usual on set. Johnson and his co-stars and crew were engrossed in shooting a particularly demanding scene. As the day wore on, the production team took a short break. providing the kidnappers with the perfect opportunity to strike.
The abduction was executed with military precision. A group of masked men, armed and organized, infiltrated the set. They created chaos, taking advantage of the confusion to isolate Johnson. Johnson was outnumbered and caught off guard despite his formidable strength and fighting skills. The kidnappers overpowered him, bundled him into a waiting vehicle. and sped away, leaving everyone on set in a state of shock and disbelief.
The Immediate Aftermath
The immediate aftermath of the Dwayne Johnson kidnappin
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Early Life and Backgrounds
Orpah Winfrey: From Humble Beginnings to Media Mogul
Orpah Winfrey, often known as Oprah due to a misspelling on her birth certificate. was born on January 29, 1954, in Kosciusko, Mississippi. Raised in poverty by her grandmother, Winfrey's early life was marked by hardship and adversity. Despite these challenges. she demonstrated a keen intellect and an early talent for public speaking.
Winfrey's journey to success began with a scholarship to Tennessee State University. where she studied communication. Her first job in media was as a co-anchor for the local evening news in Nashville. This role paved the way for her eventual transition to talk show hosting. where she found her true calling.
Dwayne Johnson: From Wrestling Royalty to Hollywood Superstar
Dwayne Johnson, also known by his ring name "The Rock," was born on May 2, 1972, in Hayward, California. He comes from a family of professional wrestlers, with both his father, Rocky Johnson. and his grandfather, Peter Maivia, being notable figures in the wrestling world. Johnson's early life was spent moving between New Zealand and the United States. experiencing a variety of cultural influences.
Before entering the world of professional wrestling. Johnson had aspirations of becoming a professional football player. He played college football at the University of Miami. where he was part of a national championship team. But, injuries curtailed his football career, leading him to follow in his family's footsteps and enter the wrestling ring.
Career Milestones
Orpah Winfrey: The Queen of All Media
Winfrey's career breakthrough came in 1986 when she launched "The Oprah Winfrey Show." The show became a cultural phenomenon. drawing millions of viewers daily and earning many awards. Winfrey's empathetic and candid interviewing style resonated with audiences. helping her tackle diverse and often challenging topics.
Beyond her talk show, Winfrey expanded her empire to include the creation of Harpo Productions. a multimedia production company. She also launched "O, The Oprah Magazine" and OWN: Oprah Winfrey Network, further solidifying her status as a media mogul.
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In the early 20
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2. Advertising Plan
Part A
I. The Problem
A. The Key Fact
General Mills, Inc. is the second largest company in the cereal industry next to
Kellogg’s. While General Mills net sales grew 8% in 2008, compared to a modest
compound industry growth of 2.9%, there are signs of a slow down and
increased competition in the future. Between 2008 and 2013, the industry is
expected to decelerate to a growth of 2.8%1.
Ready to eat cereal makes up over 85% of the cereal market2. It is a nutritionally
dense food that is affordable and a staple in many homes3. However, many
individuals can’t enjoy many mainstream cereals due to a natural product in
many grains called gluten. According to the National Institute of Health, over two
million consumers in the U.S. are gluten intolerant. Gluten is a natural protein
found in many foods that can cause reactions that range from unpleasant to fatal
for those who have Celiac Disease - an autoimmune disease (i.e. gluten
intolerance). Those with gluten intolerance that are exposed to gluten are at risk
for mal-absorption of nutrients, irritable bowel syndrome, lupus,
rheumatoid arthritis, kidney stones, type I diabetes, seizures, and certain types of
cancer. Children may experience lack of growth and behavior problems. Women
are at an increased risk for osteoporosis due to mal-absorption of vitamin D,
miscarriage and pre-term delivery4.
General Mills has responded to this unfortunate and serious health problem with
a break-through product: Gluten-Free Chex Cereal, an extension of their already
popular Chex Cereal line. As not many mainstream cereal or grain products offer
gluten-free versions, addressing this issue in a product is both innovative and
socially responsible. Gluten-Free Chex Cereal has the potential to help General
Mills gain market share and earn goodwill in the community. Despite the publicity
this product has received on various Celiac Disease and gluten-free food blogs, it
currently does not possess the kind of awareness that it requires to be a stand
out product that will significantly increase market share.
B. Advertising Objective
This large and relatively unsatisfied market presents an opportunity for General
Mills to increase its market share by providing consumers with gluten-free
cereals and other products, while educating individuals about Celiac Disease
1
http://0search.ebscohost.com.opac.sfsu.edu/login.aspx?
direct=true&AuthType=ip,cookie,url,uid&db=buh&AN=35416499&site=ehost-live
2
http://0search.ebscohost.com.opac.sfsu.edu/login.aspx?
direct=true&AuthType=ip,cookie,url,uid&db=buh&AN=39651411&site=ehost-live
3
http://0search.ebscohost.com.opac.sfsu.edu/login.aspx?
direct=true&AuthType=ip,cookie,url,uid&db=buh&AN=17632524&site=ehost-live
4
http://yourtotalhealth.ivillage.com/gluten-intolerance.html?pageNum=1
3. while staying in line with the company strategy of providing healthy foods. Since
General Mills has already established itself as a trusted household name and
leader in the cereal industry, the stage for gaining market share is already set.
Simply put, our advertising objective is as follows:
Inform consumers of the innovative and socially responsible product, Gluten-Free
Chex Cereal, that General Mills has created, while highlighting the growing
health concern of Celiac Disease and General Mills’ stance on this health issue
in order to gain market share. A more long-term intention is that this advertising
objective will also pave the way for other gluten-free General Mills products that
will continue to help them gain market share in the future.
II. The Creative Platform
Part A: The Product
I. The Reality
SWOT Analysis
Strengths (Internal):
• General Mills Chex Cereal is one of the few (if not only) mainstream gluten-free
cereal lines in the marketplace right now, excluding smaller specialty cereal
brands.
• As a mainstream cereal option, the Gluten-Free Chex Cereal line is more
affordable and accessible than its more expensive health food store brand
competitors.
• General Mills and its Chex Cereal lines are both well established and trusted
household names.
• The Chex Cereal line has already created an element of community with an
engaging website and contests for consumers that include their gluten-free line
(located at http://www.chex.com/Recipes/Recipes.aspx).
• According to a gluten-free blog, (http://gluten-free-blog.blogspot.com), the
Celiac Disease sufferer community is applauding General Mills for its pioneering
efforts through the launch of its gluten-free cereal line.
Weaknesses (Internal):
• A limited awareness of Celiac Disease and the Gluten-Free Chex Cereal line.
• Some bloggers and Celiac Disease activists have complained of still having
stomach problems from the Gluten-Free Chex Cereal and are concerned that
there might be cross-contamination from their other non gluten-free cereal lines.
• A possible, yet unintentional negative perception regarding taste, (being know
for being “healthy’ and “gluten-free”) may scare off potential target market
consumers.
Opportunities (External):
• For the Gluten-Free Chex Cereal line to become much more recognizable in the
mind of the consumer and to become a part of an evoked set of both gluten-free
and mainstream cereal brands.
• For the Gluten-Free Chex Cereal line to capture the non-Celiac Disease
sufferers market share, by appealing to the health conscious, matriarchal, aging
and medical communities.
4. • For the Gluten-Free Chex Cereal line to further extend complementary General
Mills gluten-free products (such as it’s Gluten-Free Betty Crocker baking mixes)
to help General Mills stand out as a pioneering, health-conscious and cutting-
edge company to gain market share over its biggest industry rival, Kellogg’s.
• For the Gluten-Free Chex Cereal line to find and satisfy any unfulfilled ethnic
market segments that may be geared to more corn or rice based breakfast
foods.
Threats (External):
• Main industry competitors, such as Kellogg’s and Danone may try to introduce
similar products.
• The smaller, already established gluten-free cereal brands have already
captured a portion of the marketplace and may already have loyal brand
ambassadors.
• These smaller competitors may also try to gain further awareness and
recognition of their product through any Chex Gluten-Free Cereal campaign.
• Consumer preference for the other gluten-free breakfast alternatives to cereal
that aren’t in danger of having cross-contamination (ie: fruit, yogurt, etc.).
Environmental Analysis
New products bearing the gluten-free banner have more than tripled since 2004,
reaching 700 in 2007. Through April 2009, 341 more gluten-free products have
also launched. Sales of gluten-free products will hit $1.7 billion by 2010.
Gluten-Free Products Launches, 2004-08
YEAR LAUNCHES % CHANGE
2004 214 N/A
2005 345 +61%
2006 575 +66%
2007 700 +21%
2008(*) 341 N/A
(*)2008 figure only includes products launched between Jan. 1-Apr. 29
Originally, gluten-free foods were sought out primarily by Celiac Disease
sufferers These days, however, many not afflicted with food digestive sensitivities
have chosen to adopt the products as part of a perceived healthier lifestyle, said
Lynn Dornblaser, director of CPG trend insight at Mintel. Lynn remarks, "We are
definitely seeing more diagnosis of Celiac Disease as doctors become more
aware of it, but there are also a growing number of consumers who are taking
gluten out of their diets as a lifestyle choice." She continues by saying the
increased media buzz has raised awareness about gluten-free products and is
being sought out by both health conscious and Celiac suffering consumers.
Chex’s Cereal has decided to reformulate its rice cereal for both a need to
respond to the increasing demands from consumers for gluten-free products as
well as the opportunity to stand out in the cereal aisle. Rohan Thakur, marketing
manager for Chex at General Mills Minneapolis, states that the number one
5. complaint consumers have had in the past 3 years is that they're searching for
gluten-free products or the lack there of. "If you go down the cereal aisle, you've
got 200 SKUs screaming for attention, so the sheer saturation in the marketplace
means that for us to stand out, we have to bring some new news to the
marketplace that would be good for consumers", say Rohan.
Even though there is no advertising plan in place, the Chex brand is first working
on partnering with advocacy groups like the Celiac Disease Foundation and
healthcare professionals, who are often the first resource that families and
individuals dealing with the affliction turn to. Thakur said that the company fully
"intends to talk about this product and invest the dollars to make it more visible in
the marketplace." General Mills spent $9 million on advertising in 2007 to create
this visibility.
With this advertising scheme, General Mills can leverage the once-niche dietary
category out of specialty foods and online retailers (that used to be the sole
suppliers for its consumers), and bring it into the mainstream aisles of grocery
stores nationwide. "These consumers haven't had the chance to walk into the
cereal aisle and buy a regular box of cereal for $3.50," added Thakur. "So that's
where we have a strong opportunity."
However, General Mills finding this opportunity to appeal to the mass market
might also destroy smaller brands that have serviced the gluten-free market.
Nature's Path, out of Vancouver, British Columbia, which produces organic and
gluten-free products (distributed at Whole Foods, Kroger and Wegmans, plus
specialty organic retailers) may be one of the companies that is affected by
General Mills’ aggressive move into the gluten-free market. Its annual sales
reach an excess of $150 million. Nature's Path Marketing Director, Maria
Emmer-Aanes, sees Chex moving into the gluten-free market as positive
exposure for the already existing companies servicing this market, which will
outweigh the perceived threats to competitors. "It's good for everyone because if
the consumer has a need and a giant like General Mills gets into it," she said.
"They raise awareness for the products that we already make. Just now people
are able to get these gluten-free products at their grocery stores. It's way better
than it used to be, even just three years ago."
Current Agency and Advertising Spending
As mentioned, General Mills spent $9 million on advertising to create initial
awareness in the minds of consumers, as they felt and feel there is a healthy
demand for gluten-free food products. Baking goods and cereal are General
Mills’ two superior performing products. With household names such as Betty
Crocker, Chex, and Honey Nut Cheerios (just to name a few) adapting to this
market will be quite beneficial for General Mills. "It used to be, as a marketer in
the food industry, you needed a $50 million idea to make the business model
work," says president of General Mills baking products, Ann Simonds. "Today,
you can meet an unmet need that will be a $5 million business…That would be
6. worth it for a company like General Mills."5
Although there is a fairly small percentage of actual Celiac Disease sufferers
(1%), General Mills is aiming the majority of their advertising of gluten-free cereal
and baking goods to the health conscious households as well. Research shows
that 12% of U.S. households see it important to reduce the amount of gluten
intake consumed. General Mills will not disclose exact figures on the amount of
advertising they are doing in their new found gluten-free products, but states that
it is much less than what it is usually accustomed to spending for national
product launches6. Regardless of less spending on these products, in its most
recent quarter, the company spent 16% more on marketing then it did in 2008, to
keep positioning at the top of consumers’ minds7.
Trends and practice show that General Mill’s is putting Chex Cereal and the rest
of its gluten-free products on the digital market, where it is cheaper and easier to
build awareness to niche segments of consumers. Larger companies such as
P&G and Mars Inc. have also successfully demonstrated in the past marketing
new products via the Internet with great success. Alison Chaltas, a marketing
consultant with Interscope LLC, says that General Mills is relying on websites
and direct sales to customers (via doctor’s word of mouth and specific retailers)
to build customer awareness and need to purchase their gluten-free products.
Google has been a primary source of General Mills’ advertising expenditures.
The company paid for product links to show up more significantly when people
search "gluten-free birthday cake mix" and "gluten free dessert mixes". With a
tremendous amount of “information seekers” searching the Internet for recipes,
ideas, and ingredients, General Mills shifted Betty Crocker's ad buys to more
than half its total spending geared to online advertising while generally, around
20% of General Mills ad budgets are spent online8. The company also sent
hundreds of product samples to bloggers who write about Celiac Disease,
motherhood and related issues. In addition, General Mills’ gluten-free brands
plan to spread the word by sponsoring online marketing, advertising in gluten-
free lifestyle magazines, and participating in gluten-related events. In early May,
Betty Crocker sponsored a booth at a Celiac Disease Foundation event in
California.9
As a MNC, General Mills is also continuing to advertise to its international
market, including its healthy food products such as the gluten-free line. Univision
55
&6 Ilan Brat. (2009, July 2). For General Mills, Wheat-Free Items Are Tricky to Make, Cheap to Market.
(Wall Street Journal) (Eastern Edition), p. B.1
6
7
Fine, J. (2009). Why General Mills' Marketing Pays Off. Business Week, (4140), 67-68. Retrieved from
Business Source Premier Database.
8
Fine, J. (2009). Why General Mills' Marketing Pays Off. Business Week, (4140), 67-68. Retrieved from
Business Source Premier Database.
9
Wall Street Journal Betty Crocker 2009 Retrieved from Business Source Premier Database.
7. Communications and General Mills just renewed it partnership and plans to
continue to reach the Hispanic market through on-air, online, mobile, and special
cooking presentations. Univision Communications is the leading Spanish-
language TV and radio broadcaster in the US, carried by more than 1,400
broadcast and cable affiliates. Que Rica Vida, “What a Good Life”, is General
Mills’ well known Spanish oriented lifestyle magazine and website as well as the
cornerstone of its Hispanic marketing program. General Mills has placed famous
and charismatic TV personality, Karla Matinez, co-host of Univision’s morning
show, as the face of the Que Rica Vida network. She will be a part of a series of
30-second vignettes that are aired on Univision to educate viewers with cooking
and nutritional facts that will feature General Mills’ brands. "Our research shows
that Que Rica Vida is playing an ever more important role in helping Latina
women in their daily lives," said General Mills Multicultural Marketing Director
Rudy Rodriquez. "We have been very pleased with the results of our partnership
with Univision over the past year, and hope to expand it even more, moving
forward." Ques Rica Vida is an essential element and key medium in the
Hispanic market to bring awareness of health and wellness to stay at home
moms in regards to their lifestyles and food products10.
Current Message Strategy
The current General Mills message strategy can be found by taking a look at
their website, which is focused on informing potential consumers about gluten (in
general) who it affects and introduces its’ product line of Gluten-Free Chex.
General Mills was the first global manufacturer to launch a gluten-free cereal,
Chex, in 200811. As this is such a new product that focuses on a disease that
few have even heard of (only 1- in- 4,700 are ever diagnosed), yet affects 1 out
of every 133 people12, General Mills’ current advertising outlets (website, blogs,
articles) are solely focused on providing information about this disease to the
public at large. General Mills says it's spending much less on the gluten-free
marketing effort than it normally does for national launches. Choosing to spread
the world via online marketing, advertising in gluten-free magazines and
attending gluten-related events13.
Though this strategy as worked thus far, we suggest utilizing both a push and
pull strategy. Instead of solely focusing on a pull strategy, where the consumers
are left to their own devices and must actively search out this information, we
suggest incorporating a push strategy. Utilizing a push strategy, General Mills
will be able to focus its effort on spreading awareness about this disease (and a
persons potential to have it) on strategically chosen target markets. This will
move General Mills from an information provider to awareness builder, which is
where we want them to be. Celiac Disease or gluten intolerance, affects people
10
General Mills Hispanic Marketing Platform Que Rica Vida Renews Successful Partnership with Univision:
Two new chefs join the Betty Crocker Kitchen's Cocina Hispana. (14 September). PR Newswire.
11
http://www.reuters.com/article/pressRelease/idUS146260+01-May-2009+BW20090501
12
[2] http://www.chex.com/Recipes/GlutenFree.aspx
13
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=109106
8. and they don’t even know it. With this in mind, General Mills must first bring
awareness to consumers at large of their potential to have this disease in
addition to providing information about it and how their products can help. There
is huge market potential for gluten-free products, which, transcends people with
this disease into other markets, such as: the health conscious and mothers (the
latter of which will be our target audience).
II. Perception
Those consumers with the Celiac Disease, who know they have it, mostly view
the brand in a positive light. There are numerous blogs, recipe/coupon sites, and
social networking sites that are focused on analyzing and promoting gluten-free
products. All have highlighted the General Mills product line, more specifically,
Chex, as an “amazing”14 product.
Informed consumers appreciate the attention General Mills is giving to this
disease. Prior to the official gluten-free product release, the Internet was buzzing
with anticipation for these products. “We were so excited to see the Rice Chex I
cried in the store! Last week we found the GF Honey Nut Chex and my kids
LOVE them!! I’m so excited to hear that they will make the other flavors as well!
Yeah!”15. There were six very similar comments attached to this article, all from
women, expressing their excitement for the General Mills gluten-free product line.
In addition to article posts, there are coupon websites, primarily focused on and
for mothers, to provide an outlet for coupon savings as well as a forum for
discussions on products (Mom to Monkeys is one such site). General Mills has
done an outstanding job translating the product standards of the original Chex
product line to the gluten-free line of Chex. They have utilized online media
outlets to transfer the brand equity they have built into the gluten-free realm,
recognizing an unfulfilled need and building the anticipation for their product
launch. Instead of altering the brands’ perception, we will take advantage of the
high (and positive) brand equity to build awareness and create demand for our
target market.
B. The Target Audience
Over the past few decades, research has shown that the typical age of American
mothers has been on the rise. In 2006 the average age of American mothers was
25 years old, up from 21.4 in 197016. When taking other countries into
consideration, Japan 29.2 and 29.4 in Switzerland, American mothers are still
relatively young. Though the average age of mothers are not the highest in the
world, American mothers are choosing to have children later in life so they can
focus on establishing their careers.
14
http://www.theglutenfreelife.com/articles/gluten-free-honey-nut-chex-available/
15
http://celiacdisease.about.com/b/2009/03/18/coming-soon-more-gluten-free-chex-cereals-plus-gluten-
free-mixes-from-betty-crocker.htm#gB3
16
http://www.associatedcontent.com/article/2103455/the_average_age_for_first_time_mothers.html?cat=52
9. When taking into consideration the country as a whole, women make up the
majority, consisting of 50.9% of the American population17. According to the US
Census Bureau, “White Americans” are the majority in the country, making up
roughly 75.1% of all persons in 200018. Though White Americans are the
majority, Asian Americans enjoy a higher median personal income than any other
racial demographic. The only exception is among the holders of graduate
degrees who constitute 8.9% of the population. Among those with a Master's,
Professional or Doctorate degree those who identified as White had the highest
median individual income. Most American households consist of 3.14 persons19
and earn less than $50K per year. Specifically for women, the average income is
approximately $33, 075, about $10,242 less than their male counterparts20.
On a psychographic level, the typical mother makes a conscious choice every
morning when deciding what they will feed their child for breakfast. They take
pride in providing a healthy, fulfilling meal that will start their child off on the right
foot. What’s more, they see this as a reflection of their success as a mother,
actively searching out and making healthy, informed purchasing decisions. They
appreciate companies that they can trust in offering honest, healthy choices as
an alternative to the norm (in this case, an alternative to sugary breakfast
cereals). They envision themselves as protectors and watch dogs of their child’s
diet and General Mills has already established itself as a trusted brand and now,
gluten-free Chex is an obvious, healthy choice.
Profile: Average American Mother
Name: Mary
Age: 25-35
Race: White
Gender: Female
Individual Income: $35,000
Career: Teacher
Lifestyle: Family orientated, “soccer mom” - daily routine includes:
making/providing breakfast, taking children to school, going to work, picking them
up, taking them to practice (for multiple sports), cooking dinner, helping their
children with homework and putting the children to bed. When she doesn’t have
to take/pick up her children from school, she enjoys working out, running errands
and occasionally going out to dinner with the girls.
Justification of Target Market
17
http://factfinder.census.gov/servlet/QTTable?_bm=y&-geo_id=01000US&-qr_name=DEC_2000_SF1_U_QTH2&-
qr_name=DEC_2000_SF1_U_DP1&-ds_name=DEC_2000_SF1_U&-_lang=en&-redoLog=false&-CONTEXT=qt
18
http://factfinder.census.gov/servlet/QTTable?_bm=y&-geo_id=01000US& qr_name=DEC_2000_SF1_U_QTP6&-
ds_name=D&-_lang=en&-redoLog=false
19
http://factfinder.census.gov/servlet/QTTable?_bm=y&-geo_id=01000US&
qr_name=DEC_2000_SF1_U_QTH2&-qr_name=DEC_2000_SF1_U_DP1&-
ds_name=DEC_2000_SF1_U&-_lang=en&-redoLog=false&-CONTEXT=qt
20
http://en.wikipedia.org/wiki/Personal_income_in_the_United_States
10. Celiac Disease and its Social and Personal Impact on Mothers
Women with celiac disease can cause feelings of loneliness and isolation for
both biologically, neurotically and social reasons. The disease untreated can
cause embarrassment with uncontrollable gas and feeling ill. Treated it can
cause isolation by not being able to partake in the same items that those without
the disease can. Neurologically it can cause depression. In all these ways, a
person who suffers from celiac disease can feel that are not a part of those
around them.
The mother-child relationship was studied in 28 children with celiac disease. It
was found that there was a high incidence of emotional symptoms in these
children, namely withdrawal, irritability and clingingness. Accompanying these
symptoms in the children there was a significant disturbance of the mother-child
relationship, with maternal anxiety, maternal depression and maternal
preoccupation. These symptoms in the mother and child disappeared or greatly
improved once the child had responded to a gluten-free diet, except when the
mother was already emotionally disturbed before the onset of the child's illness.”
(Gardiner, Porteous & Walker 1972)21
Frustration in the Doctor’s Office:
In addition to problems at home, many mothers find trouble in the doctor’s office.
Often the disease, with symptoms such as diarrhea and congestion are confused
with infections and diagnosed incorrectly. On the other hand, doctors may insist
that there is nothing wrong with the child. Diana Korn, an author about the
disease and considered to be a patient expert tells her story a story of a doctor’s
office threatening to ban her if she kept insisting something was wrong with her
child. She states, “They kept telling me not to worry and sending me away. After
several weeks of this, I just kept calling and trying to get in and, at one point, they
would not accept me in the office again. They said there was nothing wrong with
Tyler and that if I was going to continue pressing the matter, I would be
“excused” from the pediatric practice as a patient. So, in a way, we were fired!”
Often mothers are treated as if they were the neurotic ones. Diana Korn did not
find help until she found a gastroenterologist who was an expert in malabsorption
conditions (Korn 2009).22
21
AU: A. GARDINER, N. PORTEOUS, J. A. WALKER-SMITH, THE EFFECT OF COELIAC DISEASE ON
THE MOTHER-CHILD RELATIONSHIP, Journal of Paediatrics and Child Health VL: 8, NO: 1, PG: 39-43,
YR: 1972, ON: 1440-1754, PN: 1034-4810, AD: Department of Child Health, University of Sydney, and the
Royal Alexandra Hospital for Children, Sydney DOI: 10.1111/j.1440-1754.1972.tb01784.x US:
ttp://dx.doi.org/10.1111/j.1440-1754.1972.tb01784.x
22
Korn, D. (2009). A Mother’s perspective: danna korn tells her story. Promethius Therapuetics &
Diagnostics, 2009. Retrieved from http://celiacplus.com/patient/MothersPerspective.asp
11. Additional Responsibilities:
After diagnoses of the disease, mothers face the challenge of learning what will
be a healthy diet for those who are gluten intolerant and passing down this
information to their child. Many doctors and dieticians are not familiar with the
disease and spread misinformation about what the child can eat. A mother may
feel anxiety while feeding her child in fear of harming him or her because while
she knows the child is gluten intolerant, she may not know what gluten is.
Reinforcing this diet, while other children in the house are enjoying bread, pasta
and cereal can cause discord in the home. Young children may lack the capacity
to understand why gluten is bad for them. It can cause fights between parent and
child. The child feels left out while seeing brothers and sister enjoy food that he
or she can’t. A child must be taught from the start that they live in a gluten world
and must take responsibility for their own diet. The child must taught that a
gluten free diet is not a punishment and there are many other things they can
eat. For example when going to a birthday party, while they may not be able to
eat cake, they can enjoy the ice cream. Additionally, controlling the child’s diet
when he or she is away from the parent can be a daunting task. Parents most
become advocates and educator of the disease to any one that may provide food
for their child. It is not until the child gains maturity, often not the teen years that
the child can take responsibility for his or her own diet (Korn 2009). 23
Psychological Implications:
There are two different roads children with celiac disease may follow. One is of
empowerment where the child can be proactive in finding foods that are healthy
for him or her. These children live a normal lifestyle and maintain a positive
attitude. Instead of being left out, they become advocates and educators of the
disease themselves (Korn 2009)
The other road is one of anxiety. There is little feeling of control as the child has
not been empowered with information. The child is dependent of the parent to
tell the child what is the right or wrong thing to eat. The child avoids social
events, eating out in restaurants and does not learn how to build his or her self-
confidence. Teaching children independence can boost confidence for both the
mother and child.
Social Phobia and Depression
23
Korn, D. (2009). A Mother’s perspective: danna korn tells her story. Promethius
Therapuetics & Diagnostics, 2009. Retrieved from
http://celiacplus.com/patient/MothersPerspective.asp
12. In a study of forty individuals with celiac disease and fifty additional healthy
individuals without the disease, seventy percent of individuals with celiac disease
suffered from social phobia versus sixteen percent in the control group. Within
the group of individuals with the disease with social phobias, 73% were recently
diagnosed while 68% were on a gluten free diet; surprisingly, not a large
difference. Additionally 52.5 percent of those celiac disease suffered from
depression versus eight percent in the control group (Addollarto, 2008).24
An individual’s immune system with celiac disease immune system responds to
the protein gliadin differently than a person with out the disease. “The protein is
similar in structure to other proteins present in the body, including those of the
brain and nerve cells. A cross reactivity can occur whereby the immune system
“confuses” proteins in the body for the protein gliadin. This is called cellular
mimicry and the result is the body attacking its own tissues with inflammation
resulting. When inflammation happens in the brain and nervous system, a variety
of symptoms can occur, including depression.” (Addollarto 2008)25 In addition,
celiac disease interferes with absorption of nutrients including proteins and amino
acids. One such protein, tryptophan is a protein in the brain responsible for a
feeling of well-being and relaxation. A lack of tryptophan may cause depression,
anxiety and feeling not connected with others around them. It is possible that
some individuals diagnosed with having a chemical imbalance may actually
suffer from celiac disease. Celiac disease also can affect women in other ways
biologically and even interfere with a mother and child’s religious observations,
please see appendix I.
C. The Competition
The gluten-free cereal market is rapidly growing, but at this time it is still highly
fragmented with no industry leader. There are several reasons for this. First,
there is the lack of public awareness of Celiac Disease. Secondly, is that as of
October 26, 2009, there is no FDA standard for gluten-free products. A rule is
24
Addolorato G, Mirijello A, D'Angelo C, Leggio L, Ferrulli A, Vonghia L, Cardone S, Leso V, Miceli A,
Gasbarrini G. 2009, Institute of Internal Medicine, Catholic University of Rome, Rome, Italy Retrieved from
http://www.ncbi.nlm.nih.gov/pubmed/18365905
25
Addolorato G, Mirijello A, D'Angelo C, Leggio L, Ferrulli A, Vonghia L, Cardone S, Leso V, Miceli A,
Gasbarrini G. 2009, Institute of Internal Medicine, Catholic University of Rome, Rome, Italy Retrieved from
http://www.ncbi.nlm.nih.gov/pubmed/18365905
13. expected any day that all gluten-free products must have less than 20 parts per
million. Until then, any cereal can make a claim that they are gluten-free. It can
be expected that once a standard is established, some competitors will leave the
market due to being unable to reach the standard or afford testing and quality
control to ensure the standard. Lastly, is brand awareness. Most gluten-free
cereal brands are privately owned and found in privately owned specialty food
stores such Rainbow Grocery or Trader Joe’s a publicly owned Wholefoods.
In addition, most of these privately owned cereals also come with premium
pricing. One of the lower priced cereals is Bob’s Mill Five Grain Rolled Cereal at
$7.90 for 4.5 pounds. However, all of Bob’s Mill’s gluten-free cereals must be
cooked and are therefore, not ready to eat. An example for ready to eat cereals
is Gluteno’s Gluten-Free Honey-Nut sold at Albertson’s grocery stores for $5.69
for a 10 oz package. Nature’s Path Enviro-Kids Leaping Lemurs cereal meant
for kids also sells at a hefty $4.59 for a 10 oz package and makes the claim of
being environmentally friendly since it donates 1% of its proceeds to save
endangered species26. Nature’s Path lowest priced cereal is Enviro-Kids Amazon
Flakes at $4.59 for a 14 oz package. Additionally, Nature’s Path was voted
Canada’s greenest employer in 200927. At this point in time, Nature’s Path can
be considered General Mills largest competitor in the gluten-free market.
General Mills has worked hard to build it’s sustainability record (Socialfunds.com)
and it is vital that it brands itself as such to compete against other brands like
Nature’s Path and others that gain a similar perception by being sold in “health-
food” stores.
However, it does still appear that General Mills has a real competitive advantage.
It is an internationally recognized brand that is available in large retail grocery
stores reaching millions of consumers, and at a price of $3.99 for a 14 oz box of
cereal, it is the most competitively priced.
A possible substitute for General Mills is Captain Crunch, which contains oats.
It's not technically a gluten-free cereal, but oats themselves have much less
gluten so some people who have Celiac Disease may be able to tolerate this
cereal. However, since oat cereals are often made on the same equipment as
other cereals, gluten contamination is still a relevant concern. Oats also contain
another protein called Avenin, which can harm the intestines of people with
Celiac Disease. That said Captain Crunch could be a possible substitute
depending on the person.
D. The Single Most Compelling Benefit Our Brand Can Provide Them
The single most compelling benefit that General Mills’ Gluten-Free Chex Cereal
can provide to consumers is the slice of tradition and belonging that it represents.
According to datamonitor.com, General Mills is the sixth largest food company in
26
Na tu re 's , Pat h. (2009 , No v 03) . P ro d uc ts Re trie ve d fr o m
h ttp :/ /w ww . n at ur es pa th .c o m /p ro du ct
27
NN at ure ' s , Pa t h. (2009, N ov 03). N at ure . R e t ri ev e d from ht tp ://w w w . nat ure s p at h.c om /p rod uc t
14. the world, operating in more than 100 countries with more than 100 consumer
brands. Despite all of the choices available to consumers at their local grocers,
“on an average, the US shoppers prefer to place at least one General Mills
product into their shopping cart each time they visit the grocery store.” This
equates to the fact that General Mills holds the first or second position in every
category in which it competes28. Not only do General Mills products appear to be
readily available, they also appear to carry with them high brand recognition and
brand loyalty. With ready to eat cereals accounting for 88.10% of the Global
Breakfast Cereals Market Segmentation % share by Value (2008) and General
Mills accounting for 16.10% of Global Breakfast Cereals Market Share % by
Value (2008), their presence in international as well as domestic households is
quite large and meaningful29.
Bearing that in mind, General Mills as a company has a great presence and
underlying significance in many domestic households, with its Chex cereal line
acting as a part of food-related family traditions and daily routines that create
normalcy and consistency. As the need for gluten-free products can signify a
sense of isolation and differentiation, having a mainstream, trusted brand offer a
gluten-free product creates a sense of belonging on a simple but integral level.
While there are many benefits that any gluten-free cereal can provide for Celiac
Disease sufferers and non-Celiac Disease sufferers alike, General Mills Gluten-
Free Chex Cereal is different. Specifically, it offers the benefit of being both
readily available and cheaper than the competition, but most importantly it
leverages its time-built brand equity and all of the symbolism that comes with it.
For parents with or without Celiac Disease sufferers in their family, it’s a small
way, to provide their families with a healthy start for the most important meal of
the day. In summation, the single most compelling benefit that General Mills’
Gluten-Free Chex Cereal can provide to consumers is the slice of tradition and
belonging that it represents.
E. Why Should They Believe This?
Chex Cereal’s have been at the family breakfast table since 1937. It is a brand
with global recognition and trust. Many of its cereals are made from gluten free
ingredients. For those products labeled as ‘gluten free’ that are made from wheat
or multigrain, consumers can trust that the claims are accurate coming from
company under the public eye and trust. The FDA proposed regulation states
that gluten-free products contain less than 20 ppm gluten. General Mills products
with a gluten-free claim already comply with this proposed regulation.
Additionally, General Mills processes their gluten free products separately to
ensure no cross contamination occurs (Savy Celiac 2009). 30
28
1(n.d.). General Mills, Inc.. Datamonitor. Retrieved (2009, November 20) from www.datamonitor.com.
29
2 (2008). Global Breakfast Cereals. Datamonitor. Retrieved (2009, November 20) from
www.datamonitor.com
30
Anonymous, . (2009, April 10). Gluten-free chex cereals — ensuring “gluten-freeness”. The Savy Celiac,
15. F. Tone
In order to create awareness of General Mills’ Gluten-Free Chex Cereal line
among families (with and without a Celiac Disease sufferer in the family), we
suggest that our primary market segmentation focus on the family unit. While we
would like to emphasize a primary focus on the decision-making members of the
household (specifically mothers), we feel that our tone and messaging should be
relevant to the entire family unit.
As a brief background to better understand our tone and messaging, it is
important to recap that the main defining factor of having Celiac Disease is that
the person with this disease must avoid gluten-containing products on a daily
basis, often forcing them to observe an extremely strict and constraining diet and
even limiting certain social activities. According to the Celiac Disease Foundation
(http://www.celiac.org/) gluten is found in everything from bread and pasta to
processed luncheon meats, communion wafers and play-dough. Such
restrictions can prove to not only be expensive (having to specifically buy
specialized gluten-free products) but also socially stifling. Being a Celiac
Disease sufferer or having one in your family seems to create a sense of
disconnect and isolation, as illustrated by the various Celiac Disease support
groups, websites and blogs.
Already being a trusted household company (and brand), General Mills’ Chex
Cereal line is a part of many American families’ breakfasts and snacks (Chex
Mix) and is a pantry staple. It carries with it, a sense of routine and mainstream
normalcy – something that is missing in many Celiac Disease sufferers’ lives.
Being able to take part of a “normal” breakfast or snack routine without the
feeling of differentiation, references the Maslow-esque idea of “belonging” and
“social acceptance.” We would like to position General Mills Gluten-Free Chex
Cereal, not just as a healthy and delicious food, but also a link to mainstream
behavior and inclusiveness.
In summation, General Mills’ Gluten-Free Chex Cereal needs to project the idea
of belonging and mainstream normalcy. Its tone should be informative and
heartfelt, but light-hearted as well. The overall effect should be to tug at the mind
and heartstrings, while still infusing humor and “normalcy” into the heart of the
messaging.
III. The Creative Brief
Brand: General Mills’ Gluten-Free Chex Cereal
Why are we advertising?
To create awareness of General Mills’ new Gluten-Free Chex Cereal line, by
Retrieved from http://thesavvyceliac.com/2009/04/10/gluten-free-chex-cereals-ensuring-gluten-freeness/
16. promoting its healthful benefits, competitive price and accessibility, while
simultaneously leveraging the already existing brand equity of the Chex cereal
brand.
Who are we talking to?
HHI 35,000 plus, 25-35, white, mother or mother-like figure, looking for a healthy
breakfast cereal to feed her family (with or without a Celiac Disease sufferer).
She’s a busy woman with many priorities, but her first priority is her family and
providing them with a healthy and safe lifestyle.
What must the advertising say?
General Mills’ Gluten-Free Chex Cereal means more than just nutrition, it means
belonging and normalcy. A healthy start for everyone in the household.
Why should the consumer believe it?
A trusted and well-known brand with an innovative approach to mainstream
nutrition. A brand that offers a competitively priced and easily accessible product
for “the most important meal of the day” that everyone in a single household can
consume without dietary concerns.
What tone of voice?
Informative and heart-felt, but still light-hearted and slightly humorous.
Appendix I
Fertility, Menopause and Menstrual Cycles
Up to thirty-nine percent of women with untreated celiac disease may experience
irregular menstrual cycles or amenorrhea (no menstruation). Some studies indicate that as
much as eight percent of women untreated may suffer from infertility. Though, it is
difficult to ascertain the actual amount, since many women may not exhibit any other
symptoms other than infertility. Women with untreated or undiagnosed celiac disease
enter menopause three to five years later than women who treat their celiac disease by
eating a proper diet. However, once treated, most women return to normal fertility rates
for their age group (Burkhart 2009).31
Other Social Implications: “For Catholics with celiac disease, the most painful
personal and social aspect of living on strict gluten free is the inability to receive the host,
or bread, at Communion along with other members. Catholics believe that the bread is
transformed into the Body of Christ. This transformation and the reception of the Body of
Christ, called the Eucharist, takes place at Mass. Mass is the center around which the
31
Burkhart A MD PHD (2009) Pregnancy and Celiac Disease, National Center for Celiac Disease,
Retrieved from http://www.celiaccentral.org/News/Research/View-Research-News/Celiac-Disease-
Research/134/vobId__2030/
17. religious life of a Catholic revolves. To be suddenly denied this by virtue of having celiac
disease is devastating to many Catholics……… Because the Catholic Church states that
Communion bread must be made of only wheat and water with "sufficient gluten to attain
the confection of bread," the only option for the Catholic celiac has been to receive
Communion under the species of wine alone. Likewise, parents of celiac children are
troubled by having their child receiving Communion differently from other children or by
having their child drink wine (Coughlin 2009).”32
32
Coughlin M.D, B. (n.d.). Catholic communion and celiac disease: the options. Retrieved from
http://www.catholicceliacs.org/Options.html Last accessed Nov, 10 2009