Submitted for partial fulfillment of award of Post Graduate Diploma in Management program in the subject of Marketing Research at INMANTEC Business School‚ Ghaziabad “A marketing research study on cereal breakfast and customer satisfaction” . INMANTEC Business School Executive Summary Consumer buying behavior is defined as the behavior that consumers display in searching for purchasing‚ using‚ evaluating and disposing of products and services that they expect
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Ready To Eat Cereal 1) The Big Three firms‚ Kellogg‚ General Mills‚ and Philip Morris‚ formed practically an oligopoly in the RTE cereal market. Their price and cost levels moved in lockstep‚ following signals sent mostly by the biggest player‚ Kellogg‚ while their tactics could be used against outside competition‚ as suggested in the scenario below. Although RTE cereal is a basic food item and production technology stabilized for about half century‚ the industry had effective barriers to entry
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Cereal Questionnaire Your gender? A .Male B. Female Your age? Under 20 B.21-30 C.31-40 D.41-50 E.51-60 F.61-70 G.Over 70 3.Do you regular eat breakfast? Yes B.No 4.How often do you eat cereal as breakfast? Every day B.Three times per week C.Five times per week D Never 5.Why do you choose cereal as breakfast? Healthy B.Convenient C.Cheap D.Other 6.What do you usually take into consider when you purchasing a cereal? Weight loss
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United Cereal: Lora Brill’s Eurobrand Challenge Decision: Healthy Berry Crunch – new breakfast cereal French Subsidiary-> Launch United Cereal: Breakfast Cereal Pioneer: 2010: 100 BDay Originially: packaged cracked wheat‚ rolled wheats‚ malt flakes Diversified: snack foods‚ diary products‚ drinks‚ beverages‚ frozen foods‚ and baked goods. Business= 9 Billion (cereal =1/3 x 9 = 3 billion. UC’s Corporate Values‚ Policies‚ Practices.: Commitment‚ Diligence‚ Loyalty The UC Way – processes & Practices
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The case United Cereal‚ one of the leaders in breakfast cereals‚ is trying to increase its share in the worldwide 21 billion Dollar market. Because it’s time to change something‚ to keep up with the market rivals and due to other different issues Ms. Laura Brill now challenges whether she should proceed with a “Eurobrand” strategy‚ which is an single model for whole Europe‚ or remain with the subsidiary-led country-by-country model. The two opportunities If Ms. Laura Bill could develop and apply
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completely new sites of operations via green field investment. Since 1952 the strategy United Cereal has adopted to expand its European presence was acquisition of established companies with local distribution channels. In general‚ every firm is confronted with some basic issues such as: - in which markets to operate - what products to offer and - how to distribute these products The “standard way” United Cereal used to enter the European market consisted of three main steps‚ namely acquisitions
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Company transformed their whole-wheat cereal brand Pep‚ into something that revolutionized the breakfast industry. Pep was the first cereal to be advertised as vitamin fortified‚ enriched with vitamins B and D as part of William Keith Kellogg’s mission to increase the nutritional content of his products. The altered product was advertised through many mass media outlets as a healthy‚ energizing alternative to their competitor’s average breakfast options. Pep cereal was massively advertised through many
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Kellogg’s was the best over all option. Advertisement‚ cost of product‚ ingredients‚ nutrition facts‚ appearance and taste of the cereals were all taken into consideration when comparing and contrasting both of the products. Advertisement and cost of the product are one of the first things I look at when selecting a box of cereal. While walking down the cereal aisle at Stater Bothers I noticed that the Kellogg’s frosted mini wheat’s and Stater Brother’s version called bite size frosted shredded
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United Cereal Strategically‚ do you think Healthy Berry Crunch should become the company’s first “Eurobrand” and be introduced in a coordinated manner throughout Europe? Or should the new product introduction be limited to a single or small group of countries? Support your response. I strongly believe that Healthy Berry Crunch should be rolled out in Europe‚ with its starting point in France‚ with support from Jean-Luc Michel‚ with supervision of Mrs. Brill‚ and seeing that the launch and acceptance
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* United Cereal can implement my recommendations by doing following steps: - Conducting a market research in details with larger target market in Europe to understand better consumer’s preferences. After receiving the result from the research‚ the company should gather the information to make appropriate products. - Then‚ they should prepare all resources that are necessary to launch the new products‚ for example: finances‚ marketing strategy for the launch‚ distribution & success of this product
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