Marketing



Question 1

Marketing of Breakfast Cereals

Quaker Oats

What is the relationship of breakfast cereals with modern marketing techniques? To understand this story we must go back to 1881, when Henry Parsons Crowell persuaded the American people to consume what was once only eaten by the horses and the poorest people in Scotland and Germany, oat flakes. This designed what could be called the first modern campaign. The advertising was focused on its nutritional value with phrases like "eat cereal nations cope better physical fatigue than those who eat meat." Crowell introduced at present, regular freebies and coupons to exchange for more gifts or discounts. He also used the testimonies of celebrities extolling the virtues of oatmeal and scientists to support its product as healthy and nutritious. Train even created a Quaker, who used to deliver test samples throughout the American West (Booms, 1981).

Nesquik

Many manufacturers and advertisers are banking on the fact that cereals are an integral part of the diet of anyone who is struggling with being overweight. The television and Internet advertising, sponsorship, and merchandising are vital aspects of market sugary cereals to children. This is what leads to food manufacturers, especially in Western European markets and Asian; stay with the trends children's social pooling their breakfast cereal to the latest toys, sports, drawings popular movies and music. Manufacturers increasingly come to children and consumers young people through specific websites breakfast cereals where pets Product help young consumers (mostly 5 to 14 years who are widely viewed as the main goal of most breakfast cereals) to raise awareness about sugary breakfast cereals (Booms, 1981).

General Mills' Harmony

Many cereal products now often considered more than just food for breakfast and increasingly are seen by many consumers as products promote good health - such as Kellogg's Smart Start and General Mills' Harmony.

Analysts report that women and children are promising niche manufacturers of breakfast cereals in developed countries. While consuming women are usually interested in dietary needs / gender-specific nutritional (e.g., products that contain folic acid, iron and calcium), children are attracted to cereals with attractive taste and are fun to eat. While consumers in Western Europe and North America are both increasingly pressed for time and health-conscious, cereal manufacturers are launching innovative products to meet those demands (Booms, 1981).

Question 2

Marketing Strategy

Marketing strategy is the design and implementation of various marketing activities that are subject to the attainment of business (firm, organization, business structure) purpose. The marketing strategy is an integral part of overall company strategy as it defines the main areas of interest in the market for consumers and competitors. The marketing strategy of a company depends on its existing position in the market, assessing the prospects for market changes, marketing mix and future actions of competitors, as well as the objectives and existing resource constraint. Formally, developing a marketing strategy involves: 1) The diagnostic analysis (analysis external, internal analysis and diagnosis). 2) The setting of objectives. 3) The choice of options fundamentally the (target, source volume, positioning, brand) and priority setting. 4) The formulation and evaluation of the ...