General Mills is creating a marketing plan to promote Nature Valley granola bars during the summer. The target demographics are active, health-conscious individuals ages 18-38 living in Midwestern and Northern states. The marketing plan will use Facebook, Twitter, Google AdWords, internet, and mobile strategies. On Facebook, a summer video contest will be held. Twitter will utilize a hashtag to promote purchases. Google AdWords will display targeted ads. The $40 million budget will be used for SEO, social media, display ads, and a possible mobile app. Success will be measured quarterly using analytics tools.

1. GENERAL MILLS
A Mobile, Digital, and Internet Marketing
Analysis

2. Why Nature Valley
 Creating a marketing plan for the Nature Valley
line of products
 Focus on a product that will benefit consumers
during summer
 Affordable, delicious, non-perishable
 Perfect for on-the-go, outdoor adventures
 Great for health-conscious consumers

3. Demographics
Key Facts A Love for the Outdoors
 Residents of mid-western and
northern states
 Age range: 18-38
 Educated
 Health Conscious
 Active
 Tech Savvy

4. Facebook
-Continual page updating
-Drop spot for a summer video contest
-Video contest will promote the Nature Valley
granola bar line by having participants enter a
video of their summer outdoor activitie
-Winner who 'best represents the brand' will be
given $500 cash and $1000 in General Mills
products.

5. Twitter
-Utilize a Twitter Hashtag
-Create a special hashtag for the Nature Valley
contest
-Use of this hashtag will encourage purchasers of
the granola bars to promote their purchases and
allow for others to see/connect with, increasing the
desire to purchase/try those products.

6. Google AdWords
Google AdWords has transformed the entirety of Internet
advertising. It has changed the way that which products are
marketed online. This marketing service has become increasingly
popular in recent years because it provides a simple and low-priced
way for promoters to have their advertisements displayed in its
search lists and on associated sites. They help advertisers drive
targeted traffic to their websites.

7. Internet & Mobile Strategies
Internet Marketing Strategy Mobile Strategy
 Will consist of a combination  Will most likely involve the
of SEO, social media creation of a Nature Valley or
marketing, as well as display General Mills app.
advertising.  Must choose whether to
 Facebookads will be created create the app for iPhone or
to target the Android users.
demographics/geographies  An app could include a place
listed earlier. to upload photos or videos
 Display advertisements will (such as those to be
be used on website banners submitted for the contest), it
and sideline graphics that will could feature recipes using
directly transport the person the General Mills products,
to different areas of the and many other unique ways
General Mills, and more to freshen up the company
specifically, the Nature Valley image.
website.

8. Website
Nature
theme.
Page with
contest
details.
Place to
connect with
social media
sites.
Page
containing
contest
details.

9. Budget; Summary
The budget will be $40 million to be dispensed over
the next fiscal year. Measurement will be tracked
quarterly. Google Analytics, Facebook and Twitter
Insights will be used to measure success of social
media campaigns.

10. A great product will lead to success.