Company: General mills
Campaign: Healthy Breakfast Cereals
Product or Service: Cheerios
Marketing Director: Enter Student Name here
Chief Marketing Officer:
Enter Teacher Name here
Enter Date here
Cheerios is an American brand cereal product that is manufactured General
Mills. The company manufactures the cereal product with the shape of a solid
torus. The cereals comprises of oats, and is manufactured in different flavors to
suit different customers tastes.
Description of Benefit
Whole grain Oats
The cereals are manufactured by 100% whole grain oats
All wheat that might have come into contact with the oat is removed
Products with honey have been blended with natural sweet honey.
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising
• Enhance the company’s image
Increase cheerios sales
Increase sales target by 10% in the next three
Acquire new customers
Capture atleast 85% of the target segment by the
end of six months.
Ensure we maintain a customer retention rate of
more then 98% at all times.
Increase customer satisfaction
Increase customer product rating from 4 to 5 within
Response: The target audience are young ranging from the ages of 2 to 19 years. The campaign also targets senior adults above the age
of 65. The audience range from students to retirees.
DIFFERENTIATION of your BRAND
How will you differentiate your brand from the competition?
Response: The packaging will be unique and decorated with unique writings and pictures to differentiate it from other brands
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below,
summarize how your campaign compares to the campaigns of these two competitors.
NAME of COMPANY and NAME OF
KEY FEATURES and BENEFITS:
What are the top features of the
product, from the customer perspective?
Describe the best target audience for
What is your best estimate of the cost of
the product or service?
COMPANY & PRODUCT/SERVICE
Mostly contains a picture of contents
2 to 19 years and above 65 years
Contains plenty of animation to
attract the children
3 to 12 years
Simple and straightforward
10 to 45 years
Customer Needs and Wants
What customer “need” does the product or service address? What value does it deliver to the customer? Why would a customer buy it?
Customers value a healthy meal in the morning that will keep them energized, while still ensuring they are eating healthy.
With most customers moving away from products with gluten, Cheerio cereals ensures delivers gluten free cereal products to the customer.
The cereal uses honey in some of its products to ensure customers get natural and healthy product with every serving
What customer “wants” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others?
Customers want a breakfast meal that will provide them with energy throughout the morning hours.
Customers who use our products are seen as customers who mind their health and that of their family.
The company has a social media page where customers can go chat with other customers and even engage the company on how the product
satisfies their daily routine.
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
Customers value and believe products that are healthy and that will add healthy amounts of calories in their body. Customers believe that
breakfast is the most important meal of the day, and therefore should only consume healthy meals in the morning.
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Our brand connection to customer needs and values is realized by the provision of a healthy meal product that is fast to prepare and ready
Marketing Messages and Story
What are the key features you need to highlight in your marketing messages for this campaign?
We need a healthy morning diet.
Cheerio promotes healthy growth in children.
Gluten free product
What is the “story” you will use to appeal to customers in this campaign?
Everyone needs a healthy, active and strong breakfast meal that will ensure they have the energy to undertake the various tasks ahead of
them during the day.
WORDS AND IMAGES
What words and images will you use to “frame” your marketing story in this campaign?
Healthy, strong, active, and energy.
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
Social Media Channel
Cons of Channel
Children and parents
From 2 to 65 years
Has a big audience
Children and teenagers
Between 2 to 19 years
20 to 55 years
Has a big audience
How will you use social media to engage your audience for this campaign?
By posting tips, short clips and engaging the audience on the product.
How will you use social media to spread your marketing message widely in this campaign?
Encourage users to share the content to their pages and friends and offer promotional discounts to encourage sharing.
Marketing Metrics and Budget Allocation
HOW WILL YOU ALLOCATE YOUR BUDGET FOR THIS CAMPAIGN?
Over 50% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
Why This Category?
Most target age of 25 and
above are active on Facebook
Increased engagement in
A high engagement may
translate to a high
Capture both local and
Number of advertisement
views and click rates.
More views and click
rate translates to more
Has a large audience
Increased number of
orders through phone call
TV Ads in between
programs can result in
Targets parents and adults.
Phone calls for ordering
To show whether the
ads are effective.
For Metrics, consider these questions: How will you measure your campaign’s performance? What are
the key data items you need? How frequently will you collect these data items? What metrics will you
calculate, based on the campaign data? Why are these metrics useful?
Why These Metrics?
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long term benefits of a successful campaign
Short term benefits include increased sales. Which translates to increased profits
Long term benefits include higher market share and company growth.
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
Increased profits, better company performance, and satisfied customers.
Thank your audience and invite questions
Thank you for being part of this presentation. I hope you have learned something.
• Your References list should reflect 7 weeks of learning and content, including textbook
readings, articles, lectures, and external content you found in your research.
• Berning, J., & Rabinowitz, A. N. (2017). Targeted advertising in the breakfast cereal industry.
Journal of Agricultural and Applied Economics, 49(3), 382-399.
• Longacre, M. R., Drake, K. M., Titus, L. J., Harris, J., Cleveland, L. P., Langeloh, G., ... &
Dalton, M. A. (2017). Child-targeted TV advertising and preschoolers' consumption of highsugar breakfast cereals. Appetite, 108, 295-302.
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