BSAD 205 Chapter 9 Case Study General Mills Warm Delights
Brandi Clifford
BSAD 205 – Marketing
Jim Moes
Video Case 9 – General Mills Warm Delights; Indulgent, Delicious, and Gooey!
1. What is the competitive set of desserts in which Warm Delights is located?
The competitive set of desserts that Warm Delights is located in is baking mix products such as cake mixes, brownies, cookie mixes, etc. Indulgence treat desserts would also be a competitive set such as Little Debbie or Hostess snack cakes, ice cream or chocolate.
2. A. Who is the target market?
The target market is Women on the go with no children who want a small personal treat. The data revealed that this target market were the heaviest buyers of premium treats, this focused the team to advertise towards “her” and “What does she want?”
B. What is the point of difference in regard to the positioning for Warm Delights?
Point of difference regarding the positioning of Warm Delights is the convenience of it coming in a bowl, with no clean up required besides throwing the bowl away and maybe washing the fork. The $2.00 slightly cheaper price tag is also a point of difference comparing favorably against other single serving treats.
C. What are the potential opportunities and hindrances of the target market and positioning?
Potential opportunities of the target market and positioning of Warm Delights are that it’s affordable, convenient and eye catching to its target market. Some hindrances of the target market and positioning are that women on the go with no children as a market is extremely limited, branching out the target market towards kids and teens would help with the hindrance. 3. A. What marketing research did Vivian Callaway execute?
The marketing research that Vivian Callaway executed was collecting Primary Data in the process using an external approach of in store product test studies. They put Warm Delights on the shelf in real (different) stores and studied the sales. This gave them feedback from consumers on how they
BSAD 205 – Marketing
Jim Moes
Video Case 9 – General Mills Warm Delights; Indulgent, Delicious, and Gooey!
1. What is the competitive set of desserts in which Warm Delights is located?
The competitive set of desserts that Warm Delights is located in is baking mix products such as cake mixes, brownies, cookie mixes, etc. Indulgence treat desserts would also be a competitive set such as Little Debbie or Hostess snack cakes, ice cream or chocolate.
2. A. Who is the target market?
The target market is Women on the go with no children who want a small personal treat. The data revealed that this target market were the heaviest buyers of premium treats, this focused the team to advertise towards “her” and “What does she want?”
B. What is the point of difference in regard to the positioning for Warm Delights?
Point of difference regarding the positioning of Warm Delights is the convenience of it coming in a bowl, with no clean up required besides throwing the bowl away and maybe washing the fork. The $2.00 slightly cheaper price tag is also a point of difference comparing favorably against other single serving treats.
C. What are the potential opportunities and hindrances of the target market and positioning?
Potential opportunities of the target market and positioning of Warm Delights are that it’s affordable, convenient and eye catching to its target market. Some hindrances of the target market and positioning are that women on the go with no children as a market is extremely limited, branching out the target market towards kids and teens would help with the hindrance. 3. A. What marketing research did Vivian Callaway execute?
The marketing research that Vivian Callaway executed was collecting Primary Data in the process using an external approach of in store product test studies. They put Warm Delights on the shelf in real (different) stores and studied the sales. This gave them feedback from consumers on how they