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
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Is the cake isle ideal for this product because the average cake-aisle shopper is probably not browsing for an indulgent, single serve treat.
C. How did this affect the product’s marketing mix price, promotion, packaging and distribution decisions? Price: When compared to other single-serve indulgent treats, Warm Delights price of $2.00 closed matched competitors.
Promotion: The team used televised and store advertising.
Distribution: The team
C. advertising, product promotion, and changes in the real or perceived characteristics of a product
My current product is a variation of ice cream flavours, it is sold in store and can be also taken home if the consumers want it to be. There are many different flavours that can come in a tub, cone, or a bowl.
b. Does the issue of branded vs. private label enter into this consideration? Why or why not?
a) The first involved the disparity in the exposure that her product received and the availability of the product itself. From a logistical perspective, the challenge for her was how to continue to generate buzz and interest in the product prior to the actual ability to develop, manufacture, market and sell the product.
1. LS, Chapter 2, Self-Study problem 1. Solution is on p.61-62 with the following amendments: 4) Answer should a, and h. (Sales and marketing are often used interchangeably.) 7) Answer should be a, and NOT b. (The word-processing equipment is used for administration purposes and should not be inventorised.) 9) Answer should be a, and either g or h. (If the new product packaging is designed to attract customers’ attention and increase sales, the cost of material can also be considered a marketing cost.)
(b) diversified its product portfolio; extend target customers and meet the variable needs of customers.
By using the marketing model (Appendix 1) we recognize the following differences in the original and second product line:
Women are loyal to brands who deliver what they promise and examples of such brands who gained women’s attention according to Kraft’s observations are Apple, Volvo and Whole Foods. Apple production is easy to use and of high quality as mentioned in their messages, Volvo in order to gain female audience’s attention developed easy to load trunks and Whole Foods provide their customers with delightful atmosphere, high-quality sales personnel, and high-quality foods.
While I was in Victoria’s Secret I noticed that they have a very specific group of people that they try to advertise towards. This is why the target market consists mostly of women from the middle class between the ages of 20 to 40. However, they also try to target men that may be interested in shopping for their girlfriend or wife who also belong to the middle class.
A smile appears on your face when you smell something delicious nearby. You rush down the stairs faster than lighting as you are starving.You sense the smell getting closer. You eye the stove to see your favorite treat waiting for you. It's a frosted treat and a big smile is on your face now. You can't wait to dig in! Can you guess what this treat is? Its a cake! And boy do cakes have an interesting history! You could say you're in for a treat.
Prior to the arrival of David Homer, General Mills Canada had been a successful subsidiary of the General Mills brand. Although employees at General Mills Canada have generated positive sales growth every year before his tenure, Homer notices a lack of initiative, drive, and desire to embrace fundamental changes by his employees, a sign of progress hindered by risk aversion. He notices that data is pouring into the company and employees are using this data to analyze potential opportunities for growth, yet they are reluctant to take any actions. Thus, his ultimate challenge is to integrate innovative thinking into the General Mills Canada culture, and determine what “processes and tools” to use to achieve this goal, since employees are
Millie Lingerie has done a remarkable job at marketing their non-wired bars. One of the ways they marketed their bras is by having a plan on how many products they’re going to sell to potential customers. To demonstrate, Millie has set a goal to pre-sell 500 or more bras as a reward, Gift to someone special, or Gift to a Charity. This marketing method allows for Pringle’s products to get on to the hands of her target market. With the rewards system, Millie has sent out bra rewards designed to make sure everybody can get involved on their project whether if they’re: women, men, children, friends, and family. The rewards car method is a great way to reach out to their recipients and create customer loyalty. Millie has also allowed for their users to give feedback on their product to better improve it. To clarify, they have asked women after breast cancer how it feels to wear the bra in hope to receive vital feedback for ongoing product development, and further proof of market to future trade customers.
By spending approximately $50.000 to visit trade show and retailers, and less than $ 10,000 to advertise (it 's included to advertise in the magazine "Home and Shelter" in the rubric of Good Housekeeping.
With these unique features/offerings, the target market proposed is women age 25+ with higher income in the San Marcos and New Braunfels area. This target market will bring in customers who are willing to buy on the higher end and women who will keep coming in on a regular basis. Our focus is to target women who are already in the area shopping at the outlet.
In the last five years there have been several trends of plated desserts. A trend use in 2010 was desserts of smaller size and gluten free desserts. According to chicagoist, “Mini-desserts and gluten-free/food allergy meals seem like viable trends” (Becker, 2009). The individual dessert trend has been relevant since 2010. Both of those trends are still