Cereal Marketing Project

By Hailee Bashaw & Justin Laundry

Brief Marketing Strategy: We created a survey and the results we got were that
people wanted a cereal based on hunting. Hunting is very popular in our community, for boys
and girls both of all different ages. Realtree would want to buy our product because there is no
hunting based cereal that I know of, and Realtree doesnt sell food so it would be something new.
Our cereal will add something new and good to the company, and maybe make it expand.

Product:
1. What catches your eye while buying cereal?
A. Good packaging
B. Nutrition content
C. Price
D. Special offers/free gifts

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4
5
2

2. Do you like to snack on cereal?

A. Yes
B. No

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6

3. Do you eat on the go?

A. Yes
B. No

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5

4. Do
A.
B.
C.
D.

you add anything to your cereal?

Fruits
Sugar
Maple Syrup
Other

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2
4
0

5. Does the price determine what you buy?

A. Yes
B. No

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8

6.What types of cereal do you like?

A. Whole grain
B. Sugary
C. Plain
D. Flavored

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4
1
9

7. Do you look at the nutritional information on the box?

A. Yes
B. No

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10

8.What are your hobbies?

A. Hunt/fish
B. Hike
C. Swim
D. Bike
E. Other

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3
4
3
5

9. Do you like seeing real life pictures or animated

characters on cereal boxes?
A. Real Life
B. Animated
10. Would you eat a cereal targeted toward hunters or
outdoors people?
A. Yes
B. No

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6

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3

What we found out was people ages 16-20 want a cereal based on the outdoors and hunting. We
found out that hunting/fishing were the top hobbies for this age range. We realized people dont
care about the price of the cereal and they dont look at nutritional information on the box.

Price:
Breakfast Cereal Cost List
Basic Costs
Cost of Cereal
Cost of Box

$0.70
$0.32

Add-on Costs
Cereal
Sugar Coating
Coloring(raspberry red, lemon
yellow, etc.)

$0.27

Unique or unusual shapes

$0.14

Marshmallows

$0.23

Fruit(raisins, blueberrys, etc.)

$0.26

$0.16

Basic Cost 15 oz. of cereal with basic nutritional va

Four-color with wax paper inner wrapper

Nuts

$0.24

Reduced Fat & Calories

Enhanced nutritional value

$0.27
$0.32

Box
Box larger than 15 oz. or oddly
shaped
Foil inner wrapper

$0.16
$0.13

Other
Premium( a neat-o prize)
Celebrity endorsement or on
package
Fictional character on package

$0.42
$0.50
$0.25

Production/Development
Cost Worksheet
Cost
Cost
Cost
Cost

of
of
of
of

Market Research
advertising
Distribution
Cereal

$0.20
$0.35
$0.15
$0.70

(Product development)
(Promotion)
(Place)
basic cost

Cereal add-ons
Sugar coating
Unusual Shapes
Marshmallows
Fruit (Bananas)
Reduced fat
Cost of Box

Total Production Cost

Profit to Manufacturer

Cost to Retailers
Profit to Retailers

Cost to Consumers

$0.27
$0.14
$0.23
$0.26
$0.27
$0.32
$2.89
$0.38
$3.27
$0.26
$3.53

Promotion: We chose to do a magazine add. We had a strategic alliance with Realtree. We

chose Realtree because we have a cereal based on hunting and outdoors men/women, and
Realtree is a hunting brand. (Magazine ad found on next page)

Place: Our cereal will be sold in the grocery stores. It could be found in the Vermont section
near Vermont maple syrup, the regular cereal section, and also be found by the energy/to go bars,
like clif bars. We chose those locations because our cereal has maple syrup in it and a lot of
Vermonters hunt. We put it in the regular cereal section because its cereal. We would put it by the
energy bars because those are healthy and a lot of outdoors people eat them, and our cereal has
reduced fat and calories.