Marketing Mix and Market Segmentation: General Mills

Marketing Mix and Market Segmentation: General Mills

1. Cinnamon Toast Crunch

   • Marketing Mix: The Four P's
     • Product
       • Product Cinnamon Toast Crunch is a cereal that is targeted specifically for children. A product of General Mills, Cinnamon Toast Crunch uses bright colours, and simplistic, yet childish, characters that appeal to children. It is a product that is high in sugar, and tastes very sweet. It contains little nutritional value: 4g of fat, 293 mg of sodium and 13.3g of sugar. A study done by ‘stack.com’ ranks the top 10 selling cereals by their grams of sugar per serving, and Cinnamon Toast Crunch ranks 7th, (Stack, 2015). Cinnamon Toast Crunch is the 5th most popular cereal in the United States based on national sales (News, 2016).
     • Price
       • To correctly compare the price if Cinnamon Toast Crunch to other products, I broke down the cost of the product to the value if it were only 1 ounce. Of the 4 brands I researched, Cinnamon Toast Crunch is the most expensive per ounce, however, it is not drastically different. For example: Cinnamon Toast Crunch is $0.74 per ounce, Froot Loops is $0.69 per ounce, Raisin Bran is $0.23 per ounce and Cheerios is $0.18 per ounce (Costs retrieved from Amazon.com). So, compared to other cereals marketed to children (Froot Loops) it is competitively priced; only a margin of $0.05 per ounce. However, when compared to adult marketed cereals, the price comparison is more noticeable.
     • Place (Distribution)
       • The location of a product in a grocery store will help dictate how that product sells compared to its competitors. A new study suggests that when characters on cereal boxes are placed to make eye contact with the consumer, it is likely to create a form of brand loyalty. Researchers found that children’s cereal is placed 23 inches (58.42cm) off the ground, and adult cereal is placed 48 inches (121.92cm) off the ground (Bowerman, 2014). This is designed to ensure the characters on each type of marketed cereal make eye contact with the market they are attempting to gain the interest of. The article also suggests that brand loyalty and trust was 16% higher in brands where the character makes eye contact with the consumer (Bowerman, 2014).
     • Promotion
       • A promotion tool used by Cinnamon Toast Crunch was to include Pokemon cards in the boxes of cereal. With each box purchased, there was a chance that children could collect rare cards, that are only available through the purchase of Cinnamon Toast Crunch. The purpose of this promotion was to attract the attention of children even more and trying to bring new consumers to the product who may have been buying a different product prior to that.

2. Brand

   • Four P's

3. Brand

   • Four P's

4. Brand

   • Four P

5. Brand

   • Four P's

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