...3. Take a closer look at consumer behavior. What are the determinants of their demand for breakfast cereal? Consumer behavior for the RTE cereal industry started to change in the early 90s. Before that, consumers were buying mainly the branded products of the Big Three as evidenced by volume market share of around 85% for decades. This is despite the fact that the branded products are more expensive compared to private labels. There was a perceived higher quality with the higher price of the branded products. This was supported by intensive advertising by the Big Three with an average advertising budget of 12% of revenue. The industry also was the top issuer of coupons for the consumers to buy the product. In addition, they were doing costly trade promotions particularly buy-one-get-one-free offers. Because of the high advertising and promotions spending, this is the justification used by the brands for constantly increasing prices with the process known as “price up and spend back.” This price promotion strategy increased the RTE cereal prices up to 15.6% from 1990 to 1993 which is the period where consumer behavior started changing. The price promotion strategy had the unintended consequence of widening the price gap between the branded cereals and private labels. In addition, it was during this time that the private labels increased in technological competence which led to improvement in quality that rivals branded ones and still able to maintain the lower manufacturing...
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...Assignment One: Cereal Aisle Analysis I work Mondays through Fridays and I do my grocery shopping every Saturdays even though I know it’s might be extremely busy and crowed, but this time it worked to my advantage because I was able to conduct the observations required for this assignment. I went to my local giant store here in Horsham, PA around 10am and I went directly to the cereal aisle for 30mn to have enough information from various people groups. The first group was the families’ mom, dad with children: they were always pulled by the kids toward the cereals they could recognize and that was on the lower shelves. The second group was the single men: they were walking quickly though the aisle because they knew exactly what they want and it was usually the plain ones. The third group was the senior: they were cautious about their selection, they had a list handy but they will read labels and did not seem to care about designs. The fourth group was the single moms: they came prepare with a list handy, will pick more than one box and were knowledgeable of the brand they were looking for. The first group selection was based on the choice of the children because they are the first consumer of it the household. The parents tried to pick one or two boxes out of the selection the kids made and they made sure they didn’t spend a lot of time in the aisle to avoid having the kids second guessing their choice. The second group determined the value based on what they like in the...
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...Clamp 10/12/2015 Subject: Cereal Analysis Information gathered from a Kellogg’s Raisin Bran Crunch survey concluded that seventy-two percent of thirty to thirty-five year-old Americans say great taste is the most important factor when choosing a breakfast cereal while the other twenty percent valued nutrition. More data was collected from a cereal aisle analysis conducted at the Meijer grocery store in Mansfield, Ohio on October 4th, 2015 at 7pm and ending at 8pm. The cereal aisle was very long consisting of a handful of different brands ranging from very sugary to very healthy and located on the right side of the store in the middle of all the food aisles. This business memo includes the exchange functions of the different brands of cereals, the competitive environment, the demographics as well as the shopping patterns of customers. To begin with, the exchange functions of the cereals in the Meijer cereal aisle included a common pricing strategy with nothing below two dollars and nothing above five. Their packaging included famous people on the cover along with slim people to target customers that want to be healthy along with famous movie characters on the cover including Star Wars and Minions along with animals and bright colors on the front of the boxes to target small children. The sales that were being promoted included a, “Get a free personalized fitness program” and “Earn up to $200 toward your next vacation” on the front of the cereal boxes. In the promotion strategies...
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...Cereal Aisle Analysis Assignment 1 Richelle Gibson Charla Session-Reed MKT305 Consumer Behavior 03FEB2012 Identify the store and the day and time you made your observation. In order for me to observe consumer behaviors, I went to my local grocery store Giant. Giant is a popular chain grocery store in my area and where I do all my grocery shopping. The two aisles I choose was the: Cereal Aisle and bread Aisle in order to see how consumer behavior varies for different products. In addition, realizing that consumers may behave differently depending on time of the day it is, I visited the store twice, once in the middle of week (around 2pm when there are not many shoppers there) and (around 5-6pm when the store is usually packed) with people getting off work and making a stop at the grocery store. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles. I observed 5 consumers in total, consumer A-B-C in the cereal aisle and consumer D and E in the Bread aisle. The details are listed in the Appendix. When making a purchase decision, a consumer goes through a process which is often composed of stages: recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. In this experiment, consumers recognized that they have the need to buy cereal or bread food goods. At the store, these consumers faced many options, especially for cereals. I have always...
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...To : Carlos Gutierrez From : Date : 16/10/2013 Subject : Kellog’s case Analysis The purpose of this memo is to recommend about Special K product innovation. Since Kellogs became number-one cereal maker in the world, Special K’s product is one of the most successfull product of Kellogs. Indeed, the company decided to focus on the snack product while not ignoring the cereal products. Special K products are now famous in a lot of country especially in America. The women were the main target. For the Special K product, heavy advertising and promotion has been established, and there is also new flavours that appeared with for example « Red berries » and « Vanilla Almond» to answer to the different needs. Then new kind of products were launched with several new snack products like : Snack Bites, Protein Bars etc.. to create a new way of consumption. We spent to a morning consumption (cereals) for daily consumption (with all the new products). And they also adapted their product with the new way of life with the « calorie-counting crowd ». Indeed, the advantages are the evolution of the product that interest the consumer. The product corresponds with the expectations and the behaviors of the society and especially the women. However, it is difficult to identify all kinds of products for the consumer, the range is maybe too large with more than 40 products. Maybe...
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...Main Cereal Company is a relatively new company that was established in 2007. It is an Australian owned and operated company. The head office and factory are located in Sydney, New South Wales and it is manufactured and distributed from this location. Main Cereal Company offers organic cereals, which consists of Australian grown whole grains, fruits and nuts. Main Cereal Company has developed a new breakfast cereal range called Bran Flakes. The range offers ‘Bran Flakes Original’ (only flakes), ‘Bran Flakes Mixed Fruits’ and ‘Bran Flakes and Nut’. The purpose of this paper is to provide an analysis of the six forces that operate and within the macroenvironment, the six influences are: demographic, economic, natural, technological, cultural, and political (Kotler, Brown, Burton, Deans and Armstrong, 2010). All six forces play a significant role in marketing Main Cereal Company’s new range. Demographic As explained by Kotler, et al. (2010) demographic environment is “the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics” (p.137). Statistics indicate Australia has lower fertility rates and people are living for longer. This has increased Australia’s median age, evidently resulting in Australian have an ageing population (Australian Bureau of Statistics, 2011). In the year 2007 Australian’s population for people over the age of 60 was sitting at 18%, however by the year 2050 they predict over a quarter of Australian’s...
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...comparative advantage to the rest of the global market in clothing, and things made by hand or on assembly lines. The US and Japan also have comparative advantage as noted in the below chart and we will discuss the comparative advantage of the US and Japan base on the following calculations. | United States | Japan | Cereals | +0.83 | -0.99 | Mineral Fuels | -0.82 | -0.93 | Pharmaceuticals | -0.25 | -0.51 | Vehicles | -0.41 | +0.81 | Aerospace | +0.58 | -0.44 | Electrical and electronic equipment | -0.26 | +0.41 | Optical, photo, medical and scientific equipment | +0.09 | +0.21 | Apparel (woven) | -0.92 | -0.96 | Finance and insurance | -0.10 | +0.08 | (p. 376) United State’s comparative advantage The United States has a few things they do very well in the global market the top commodity that the US is able to capitalize on in the global market is cereals. The US is right next to Australia and followed by Canada when it comes to cereal. I think we can attribute this to the natural resource we harvest which is grain. The US seems to have a great opportunity because we have such fertile land to plant and grow grain for cereal. The US is at the top of the Aerospace market when it comes to comparative advantage This may change in the near future since the government has cut spending in Aerospace technology unless private companies decide to embark on this endeavor. Finally the US does show some...
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...Healthy Eating Plan Siobhan N. Xavier SCI/241 September 18, 2011 Mr. David West Healthy Eating Plan Eating a well-balanced and nutrition-rich meal on a daily basis is just as important as maintaining the proper body weight and maintaining the proper personal care and hygiene on a daily basis. I believe that I live by a fairly healthy lifestyle and I exercise and eat the proper foods. However, upon completing my prior required assignment “Three Day Diet Analysis” and comparing my results to the recommended serving size and amount based on mypyramidtracker.gov website, I was shocked to find that my eating habits were not all that great despite the fact that I work-out five times a week, doing various physical activities such as, yoga, P90X, hip-hop abs, playing basketball, and running. Within this assignment, I will create a healthy eating plan for myself, implementing my personal recommendations from choosemyplate.gov website and my recommendations from mypyramidtracker.gov website. Furthermore, I will discuss my current eating habits and ways on how I plan to implement my healthy eating plan into my daily lifestyle. On any given day, I consume on average 2-3 8oz cups of Spanish espresso, way over the recommended daily amount, along with 1 12 oz. regular mountain dew. However, other than that I drink 1 full glass of 2% milk, 4-5 12 oz. bottles of water, 1-2 serving of fruits and vegetables, 4-6 serving of meats and beans and to be honest an unknown amount of fats...
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...Question one Environmental analysis of the global steel industry The environmental analysis of the industry involves the identification and explanation of the environmental factors and variables which affects the industry as a whole. It involves carrying out the SWOT analysis of the industry. Therefore in this paper I will analyse two major environmental variables evident in the Severstal steel industry which include opportunities and threats. The main core competitors for the severstal steel companies are the international steel players such as china, South Korea and many others. Other competitors in the industry include the Arcelor Mittal who is the largest producer of steel, Larkish Mittal who is also a chief producer of steel are the main chief competitors of Severtal group steel company. The main threats which have been experienced by the Severstal groups steel companies are numerous and they include the existence of huge demand variations in the regional markets making planning hectic. There is also threat to entry to these lucrative markets by international steel players. The industry is also fragmented despite many mergers it has formed with others. The industry concentration has also been a major cause of rivalry in the steel industry causing many threats to Severstal steel companies. Despite the enormous threats and the market rivalry in the market, the Severstal steel companies have experienced many opportunities which include, the upcoming markets of Africa,...
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...Observed Store The store I went to was Food Basics in Philadelphia, Pennsylvania. The date and time I observed these customers was on Sunday, October 26, 2014 at 12:45 pm. Observed Behavior The observation I seen in the aisles of the store was most of them couldn’t really find what they were looking for as well as positive answers such as finding their favorite cereals. They were also some of them trying to see what cereal was cheaper and/or on sale. How Consumers Determine Value blah blah blah (start typing your answer to the 3rd question here, deleting the blah words). Consumer Perception Process blah blah blah blah (start typing your answer to the 4th question here, deleting the blah words). Manufacturer Motivation Techniques blah blah blah blah blah (start typing your answer to the 5th question here, deleting the blah words). References Babib, B., & Harris, E. (2013). CB4 (4th ed.). Mason, OH: Cengage Learning. Reference 3 goes here Reference 4 goes here Find two more references and then use all four within your paper. Remember that you CANNOT list a reference here and not cite it within the document. Once you are satisfied with your paper, and you have compared it to the grading rubric, save it once more. Then, remove the cover page, the reference page, and all headings and subheadings, then save it with Your Name and “Assignment 1 for turnitin.com”. For example, if I was a student submitting this paper, the file name for the paper I submit to...
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...Review of Warehouse Receipt System and Inventory Credit Initiatives in Eastern & Southern Africa Final report commissioned by UNCTAD under the All ACP Agricultural Commodities Programme (AAACP) *The views expressed in this paper are those of the author and do not necessarily reflect the views of the United Nations September 2009 CONTENTS CONTENTS ............................................................................................................................................. i ACKNOWLEDGEMENT .....................................................................................................................iii GLOSSARY OF ABBREVIATIONS .................................................................................................. iv GLOSSARY OF ABBREVIATIONS .................................................................................................. iv SUMMARY ............................................................................................................................................ 1 Introduction ....................................................................................................................... 1 Observations on the different approaches ......................................................................... 1 Policy conclusions and recommendations ........................................................................ 3 Specific proposals .....................................................................
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...growing is used to feed our animals and only ten percent of it is used to produce human foods. You can consume oats in many products, such as the most common is cereals. Cereal brands such as honey bunches of oats, Honey nut O’s, Oatmeal, granola bars, porridge etc and other tasty treats such as oatcakes and oatmeal cookies. General mills produces cheerios in which are made with oats. When General mills market their cheerios product, they use a cartoon image such as the bee to promote its honey nut cheerios. They also use bright colors that represent the cheerios flavoring. For example Apple cinnamon cheerios green box, banana nut cheerios is in a bright yellow box, bright blue box for the frost cheerios. So not only do the bright colors attract your eye but associate with you choice of flavor. One of My favorite products in which you can find oats in is General Mills cereal products. Cascadian farms cereal which is an organic cereal is my favorite brand they distribute. The Cascadian farms are located in Rockport, WA. On there 28-arce farm they grow their own crops and protecting their local ecosystem by using organic methods. They also grow their own organic strawberries, raspberries, hardy kiwis, peppers, corn and pumpkins, which one could imagine would come in handy when it comes to making cereals with various...
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...examples fiber helps to protect against breast cancer, and colon cancer. Fiber lowers cholesterol, stabilizes blood sugar, and helps to prevent obesity by making a person feel like they are full longer and as a result, eat less. There are two kinds of fibers; soluble and insoluble. Soluble fiber dissolves in water to form a gel – like substance that swells. Soluble fiber helps to keep blood glucose levels where they should be and lowers ones cholesterol. Examples of soluble fibers are oats, beans, peas, apples, and berries. The other type of fiber is insoluble fiber; this type of fiber does not dissolve. Insoluble fibers increase the movement of material through ones digestive tract. Examples of insoluble fiber are whole wheat breads, wheat cereals, cabbage, beets, carrots, Brussels sprouts, and apple skins. It is important that an adult who consumes a diet that consists of two thousand calories daily should eat six to eight servings of grains each day and a total of twenty five grams of fiber daily. It is recommended that children follow the rule for ages five plus. An example would be a seven year old should be eating thirteen grams of fiber daily. When looking for information on the amount of fiber an adult should be consuming daily one can easily find it on the internet. Reference American Heart Association (2010). Heart and stroke, fiber. Retrieved from...
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...currently in their development phase. The problems they may face at time of launch are whether or not the pump would be gentle enough not to rupture blood cells. The uncertainties that exist are whether or not the magnetic levitation heart pump would meet the long term industry standard. World Heart can use today’s micro tech ology to exist in managing any uncertainties. Ch. 03 - New Product Strategy at Kellogg. Smores grain bars. PIC (Product Innovation charter) Background develops a good tasting yet healthy snack bar. The guidelines are to be the first ones to hit the market with a great tasting snack bar. The goal is to market dominance and a 25% market share the first year. Kellogg’s PIC has brought them from #2 back to #1 in the cereal market and the focus is to stay there. Various new products such as collaboration with Reese’s and Girl Scout cookies offer a new taste everyone will love. Ch. 03 - New Product Strategy at Kellogg. Smores grain bars. PIC (Product Innovation charter) Background develops a good tasting yet healthy snack bar. The guidelines are to be the first...
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...other nutritional benefits that benefit other parts of the body such as with the gastrointestinal digestive system. Some of the differences between soluble and insoluble fiber would be the capacity of water they are able to hold; for example “soluble” fibers have a high water-holding capacity. Soluble fiber has been associated with increased diet quality and decreased risk of cardiovascular disease. Foods high in soluble fiber include oat bran, oatmeal, beans, peas, rice bran, barley, citrus fruits, strawberries and apple pulp. Insoluble fiber has been associated with decreased cardiovascular risk and slower progression of cardiovascular disease in high-risk individuals. Foods high in insoluble fiber include whole-wheat breads, wheat cereals, wheat bran, rye, rice, barley, most other grains, cabbage, beets, carrots, Brussels sprouts, turnips, cauliflower and apple skin. According to the article, part of the recommendations for children and fiber are that children consume the amount of energy intake needed and as they grow into an adult with an adult caloric intake; approximately 1500 or more. When determining the amount of fiber to be in taken by a child the “age plus five” rule is mentioned. A good way to explain it would be to take the child’s age plus five and that would be the number of grams of fiber per day recommended; verses an adult recommendation of 25 to 30 grams per day. Fiber impacts Coronary Heart Disease by reducing your risk of developing a heart attack...
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