Author Question: General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from ... (Read 193 times)

colton · **on:** Jun 29, 2018

General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal. General Mills' salespeople handle and monitor a number of promotions for its cereals. Which of the
following involves Point-of-Purchase advertising?
a. A scratch-off card to win a mountain bike inserted in each box
b. A free granola bar attached to each cereal box
c. A small box of cereal delivered with the daily newspaper
d. A large display of cereal boxes at the end of the grocery aisle

Question 2

Keds has been trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, The new ads really go for the heart. Copy on the first ad included the mother saying, She was my first, I could never tell her how to dress, with the daughter saying, She made me feel pretty even when I had braces. The copy for this campaign features moms and daughters commenting on their close relationships, and Brandweek magazine said that the new Keds ads really go for the heart. This points to the campaign's focus on
a. identifying emotional benefits.
b. delivering its promise.
c. targeting nonusers.
d. using VALS data.