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Introduction
Objective
Breakfast Cereal
Competitors
Product
Packaging
Price
Place
Promotion
Introduction
The history of modern-day breakfast really begins with a pain in American stomachs. The
mid-19th century breakfast consisted mainly of fatty meat, was largely devoid of any fibre
and created all sorts of gastrointestinal disorders.
It may be hard to believe, with its endless flavor varieties and sugary additions, but cereal is
one of the first widely marketed health foods. It was developed as an answer to a
growing dyspepsia epidemic in America. During the Civil War, many suffered from this
chronic digestion problem that resulted from the unhealthy, high-protein diets of the time. It
was clear that eating habits had to change; doctors recognized a need for teaching
Americans how to eat and live healthier. Institutions that emphasized exercise and a healthy
diet, known as sanitariums, began popping up around the country.
!
The first ever breakfast cereal was Granola, invented in the USA in 1863 by James Caleb
Jackson, a convinced vegetarian, who was the operator of the Jackson Sanitorium in the
state of New York. However, the cereal never caught on commercially, because the heavy
bran nuggets needed soaking overnight before they were tender enough to eat.
But then Doctor John Harvey Kellogg arrived on the scene. A religious man, and a
respected superintendent at the Battle Creek Sanatorium, he developed a biscuit made
from oats, wheat and corn meal, and a number of other cereals in the 1880s.
Together with his brother, Will Keith Kellogg, John developed several grain-based cereals.
It was, however, largely by accident that they invented the first modern, ready-to-eat cereal,
the Corn Flake, and established the manufacturing model for modern cereal production.
The role of breakfast cereals in a balanced diet has been recognized for many years. Dietary
guidelines note that the high nutrient density of breakfast cereals (especially those that are
whole grain or high in cereal fiber) makes them an important source of key nutrients.
Cereal has firmly rooted itself in food culture; a bowl of cereal is a treat. One of the most
beloved parts of the cereal experience is the ice-cold milk that is left behind once the cereal
is gone. This milk, flavored by sweetened cereal, has its own unique taste. The flavor is so
special and recognizable that Christina Tosi, chef and owner of Momofuku Milk Bar in New
York City, has developed a cereal milk soft serve as one of her most popular signature
dishes.
Everybody seems to have a favorite cereal. No matter which variety you enjoy, it holds a
special place in our collective experience.
In many ways, the cereal flake is the perfect consumer product. It's easy to produce, easy to
sell, and surprisingly lucrative. To this day, cereal comes with an eye-popping profit margin
of 50 percent.
TRENDS
In 2013, consumer awareness regarding the benefits of healthier food options and an
increase in on-the-go consumption were the main factors impacting demand for
breakfast cereals. This was manifested by an increase in demand for health and wellness
(HW) breakfast cereals and options that favour on-the-go consumption.
COMPETITIVE LANDSCAPE
There were no major changes in 2013 in the breakfast cereals competitive landscape.
PROSPECTS
Breakfast cereals in the United Arab Emirates is predicted a constant value CAGR of 4%
over the forecast period. A CAGR of 3-4% is anticipated across the different categories,
with the exception of muesli, which is forecast a CAGR of just 2%.
Competitors
Kelloggs
Corn flakes are a popular breakfast cereal originally manufactured by Kellogg's through the
treatment of maize. Kelloggs Corn Flakes cereal is the Original & Best cereal. Every
bite of these crispy, golden flakes is just as delicious as the first.
USP
According to Kelloggs any individual consuming their cornflakes for two continuous
weeks can witness significant weight loss
Weetabix
Weetabix is the classic cereal for breakfast tables, made the same way, the same size and
on the same site for over 80 years. Today it is one of the most popular breakfast cereal with
more people choosing to fuel their day with Weetabix than any other cereal
USP
Weetabix Food Company's USP is its wholegrain product portfolio as all the brands of the
Weetabix Food Company are founded on wholegrain goodness. Weetabix Organic
provides one with the same Fuel as original Weetabix, and all of the agricultural ingredients
in Weetabix Organic are, as one would expect, organically grown according to the
standards set by the Soil Association, using natural methods with no artificial chemical
fertilisers, herbicides or pesticides. Weetabix Original is a low fat, low sugar, low salt, and
high fibre food.
Nestle
Nestl has launched its first gluten-free breakfast cereal to meet rising consumer demand.
The new Gluten Free Corn Flakes, fortified with B-vitamins and iron, are available in two
flavors including Traditional and Honey.
USP
Gluten is a naturally occurring protein found in grains, such as wheat. NestlGluten Free
Corn Flakesare aimed at consumers who are gluten sensitive and interested in reducing the
amount of gluten in their diets, as well as those who suffer from Coeliac Disease, an
autoimmune disease.
GENERAL MILLS
Cheerios is an American brand of breakfast cereals manufactured by General Mills.
Successful marketing led General Mills to become highly successful and sell approximately
1.8 million cases of the cereal in its first year alone.
Itis a healthy start to the day or a perfect, crunchy snack for the entire family.
USP
Made with 100 percent natural whole grain oats Three grams of soluble fiber daily from
whole grain oat foods, likeCheerios cereal, in a diet low in saturated fat and cholesterol,
may reduce the risk of heart disease.
Bokomo cereals
Over the last few decades Bokomo Foods developed into a key player across numerous
categories in the South African food industry. The brands from the Bokomo stable have
been household favourites for decades and are the preferred choice in various segments
such as cereals, baking aids, desserts, biscuits and dried fruit.
Weet-Bix Lite salt & sugar free is high in fibre with added vitamins and minerals.
USP
It has no added salt and sugar, is low in fat and contains no colourants, flavourants or
preservatives. It is also approved as part of the South African Heart and Stroke Foundation
eating plan.
PRODUCT
In marketing, a product is anything that can be offered to a market that might satisfy a want
or need. From the customers point of view, a product is a bundle of utilities, which is
purchased because of its capability to provide satisfaction of certain need.
Breakfast cereal is a consumer product, which is purchased by the ultimate users or
consumers to satisfy personal needs or desires. It can be further categorized as a
convenience product, on the basis of shopping efforts involved.
Our Product
Almost every one of us must have heard the saying that breakfast is the most important
meal of the day. Still, not many have taken it seriously and made breakfast a part of their
daily diet. Just like adults, skipping breakfast has also become a practice among school
going children and has led to many problems, like, headache, sleepiness, stomach pain,
muscle fatigue, Indecisiveness, anger, anxiety, irritability, unhappiness, nervousness,
lethargy, hostility.
Hence, our product, Munchiez caters to the needs of different age groups according to
the specific needs of that group. We at Munchiez believe in the power of eating a healthy
breakfast, meeting nutritional requirements. Hence, we have created a wide range of
breakfast cereals specifically to serve the community a better breakfast. Your mother was
right: Breakfast really is the most important meal of the day. Not only does it give you
energy to start a new day, but breakfast is linked to many health benefits, including weight
control and improved performance.
Studies show that eating a healthy breakfast (as opposed to the kind containing doughnuts)
can help give you:
A more nutritionally complete diet, higher in nutrients, vitamins
and minerals
Improved concentration and performance in the classroom or the
boardroom
More strength and endurance to engage in physical activity
Lower cholesterol levels
Features
We have built up some key core brand characteristics, emphasizing quality and nutritional benefits
that will apply to any of our product.
Thats because MUNCHIES is now made with Whole Grain, which gives 12 essential vitamins
and minerals, and fibre.
The most unique and compelling part of the MUNCHIES proposition is thatwe give a free
packet of munchies to a child in needfor every pack that you purchase.
Label
Social Message/Responsibility
We work with local growers and millers to support sustainable agriculture practices to bring
our best to you.
We make almost all our cereal boxes from 100 percent recycled cardboard. These cereal
boxes can be in turn recycled by our customers, so they can give back too.
We try to send the minimum possible waste to the landfills and reduce our carbon footprint
to almost zero.
At Munchiez, we carefully watch our water consumption. Thats because we want to make
sure that were making a more positive impact on the environment with every drop we save.
Tagline
Why are taglines used?
Taglines tell the customers the key benefits of the business product to the customers. By
reading a tagline, the customers get an idea about what is expected from the particular
product. A tagline works as a salesperson explaining the benefits of the product.Using a
tagline in an effective way, results in differentiating the brand from the rest of the products
in the market. It represents the vision and the mission of the business in front of the
customers. The knowledge of the vision and mission is what makes a customer more
inclined towards the offering of the business.
Logo
Product Range
The Fruit One: Fruity Munchiez
Fruity Munchiez is a gluten-free, sweetened rice cereal with a rainbow of fruity flavors that
make mornings rock! Fruity Munchiez have been a family favorite for over 40 Years! Each
serving of this Post Fruity Munchiez Cereal is bursting with flavor and important Vitamin D.
Vitamin D promotes healthy bones and teeth by helping a growing child's body absorb
calcium. Parents can also feel good knowing this morning treat provides the nutrition you
want in the fun great- tasting product your kids will enjoy. Each serving of this Fruity
Munchiez Cereal is just 110 calories and is packed with real fruit flavor. This cereal also
contains 11 other essential vitamins and minerals in each serving and is gluten free.
This 26.6 oz Honey Nut Munchiez Cereal has the irresistible taste of golden honey,
making it a family favorite. In addition, each little "o" contains soluble fiber from whole
grain oats. As part of a heart-healthy eating plan, eating Honey Nut whole grain cereal
each day may help lower your cholesterol. In fact, 3 grams of soluble fiber daily from whole
grain oats (as provided by this cereal) with a diet low in saturated fat and cholesterol can
reduce the risk of heart disease. Made with whole grains and low in fat, Munchiez also
provides 12 essential vitamins and minerals. That's something that everyone can smile
about. Tried and tested over three decades, this Honey Nut cereal is a tasty and nutritious
day to start your day.
Start your morning out right with Munchiez Raisin Bran Cereal. This high-fiber cereal is only
190 calories per serving and combines delicious raisins with crisp, toasted bran flakes for a
tasty and nutritious breakfast. The 23.5-oz box of Munchiez Rasin Bran Cereal contains
no saturated fat. Make morning amazing
with Munchiez Raisin Bran cereal! Munchiez Raisin Bran cereal has a delicious balance of
crispy wheat-bran flakes and plump, juicy raisins. In fact, it has two scoops of raisins in
every box! Plus it's an excellent source of fiber, with 7 g in each serving. And each bowl is a
small but smart step toward a healthier futurea heart-healthy breakfast* choice that's also
delectably sweet.
Packaging
Packaging is very important to ensure the freshness of the breakfast cereal. Muchiez has
Bag-in-box packaging wherein the product is initially weighed into bags. The bag is
required to preserve the integrity and freshness of the product and acts as a barrier to
moisture. As a result of high-speed packing, the bag will inevitably contain some air. This
has the added advantage of physically protecting the product from factory to kitchen shelf.
The bag is then inserted at high speed into the carton. The carton provides rigidity and
protects the product. Bag-in-box packaging allows continuous high-speed packing of
products with differing bulk densities and shapes. This allows the consumer to benefit from
a wide variety of distinctive and innovative products.
Modern weighing systems are very accurate giving consumers the guarantee that all packs
are at or extremely close to the declared weight.
An automated machine packages the cereal at a rate of about 40 boxes per minute. The
box is assembled from a flat sheet of cardboard, which has been previously printed with the
desired pattern for the outside of the box. The bottom and sides of the box are sealed with
a strong glue. The bag is formed from moisture-proof plastic and inserted into the box. The
cereal fills the bag and the bag is tightly sealed by heat. The top of the box is sealed with a
weak glue which allows the consumer to open it easily. The completed boxes of cereal are
packed into cartons which usually hold 12, 24, or 36 boxes and shipped to the retailer.
Some cereals, such as shredded wheat, are fairly resistant to damage from moisture. They
may be placed directly into cardboard boxes or in cardboard boxes lined with plastic. Most
cereals must be packaged in airtight, waterproof plastic bags within cardboard boxes to
protect them from spoiling.
PRICE
Pricing of Our Product
Price is the amount of money paid by a buyer in consideration of the purchase of a product
or a service. It is the single most important factor affecting the revenue and profits of a firm.
Per Unit Pricing (in AED)
(PRODUCT DEVELOPMENT)
2. UTILITY AND DEMAND: The utility provided by Munchiez and demand made by
the buyers sets the upper limit of price. The buyer may only be ready to pay up to
the point where the utility from the product is at least equal to the sacrifice made it
terms of the price paid. The price of the product is also affected by the elasticity of
demand of the product. If the price elasticity of demand is INELASTIC, the firm is in
a better position to fix higher price.
5. Marketing method used: Price is also influenced by the marketing method used
by the company, e.g., commission which is to be paid to the middlemen for sale of
the goods is also added to the price. Similarly, if the customers are to be provided
after sale service facility, then those expenses are also added to the price.
6. Make the Price Relatable: At the end of the day, the sales process comes down
to convincing a customer that your product is worth the price youre asking.
Sometimes all you have to do is put the price in terms the customer will understand.
PLACE
The potential to reduce costs, improve efficiency, expand markets and increase customer
satisfaction often make business partnerships too productive to pass up. It has become
increasingly difficult for businesses to sell one product in one place, necessitating more
global cooperation to increase success rates.
Channel of Distribution
In business, a channel is the pathway through which goods flow from producers to
consumers. It is important to consider every point on the path in order to create a full
picture of how goods are actually made and sold.
A poorly designed or executed distribution channel strategy can create conflict, inefficiency
and disruption up and down the line.
Warehousing
Warehousing and inventory control systems help a business monitor and track the amount
of raw materials, finished goods and work in process the company has on hand at all times.
Businesses rely on the information in the inventory control system to make decisions on
stock purchases, production schedules and warehousing needs. Accurate inventory systems
help small businesses keep costs low and efficiently deliver products to meet customer
demand.
Storing raw materials and finished goods incurs a cost to a business. The inventory control
and warehousing system can help manage the cost by controlling the amount of materials
the business must keep on hand.
We, at Muchiez use a lean system, having a minimum amount of stock on hand to keep the
cost of inventory and warehousing low. We only purchase materials when there is a
customer demand. Lean inventories help us minimize the cost of raw materials,
warehousing and material handling. However, we have a central warehouse which contains
more inventory than the others to help reduce delays in shipments from vendors or
unforeseen increases in customer demand can result in late deliveries or lost business for a
company that uses a lean inventory system.
Inventory Control
We follow a computerized stock-holding system to ensure shelves are always full and orders
are delivered on time. The computerized stockholding shows immediately when shelves are
empty. It then automatically sends orders to the manufacturing base to replenish stocks,
minimizing waste and increasing profits. This also enables the company to offer competitive
prices, which makes for happy and loyal customers.
Transportation
Our raw materials of wheat, corn, cocoa, rice and sugar are obtained from primary suppliers
around the world. These materials help make our different breakfast cereals and snacks to
sell to customers.
Promotion
Promotion plays a very important role in the sale of our cereal. We follow different types of
promotion techniques to help boost the sale of our products.
Advertising
We advertise using a whole range of media: in the press, on posters, radio and cinema,
direct mail and, most recently, on the Internet.
Direct mail/messaging: through this form of advertisement we look into building direct
relationship with the customers, we can contact them through the information cards they fill
out after a first purchase, this is an efficient form of advertisement as it promotes the firm
and can take inputs from the customers thus improvising on products.
Magazines: this form of advertisement may be comparatively expensive but its a desirable
in order to advertise to large target group in an attractive and desirable way
Newspaper: almost everyone reads the newspaper so, what better method to advertise
than to reach a huge mass of people inexpensively
Television ads: They are more expensive than most of major forms of advertising. However,
with the increasing number of television networks and stations, businesses might find good
deals for placing commercials or other forms of advertisements. Television ads usually are
priced with similar considerations to radio ads, that is, the number of ads, the length of ads
and when they are put on the air.
Product Combination: Offering the another product as a gift along with the purchase of
breakfast cereal is a way by which we promote our product. For example, offering bowls or
spoon
Quality Control
Every step in the manufacturing of breakfast cereal, Munchiez is carefully monitored for
quality. We ensure the highest level of hygiene in every step of the process. Since cereal is a
food intended for human consumption, sanitation is essential. The machines used are made
from stainless steel, which can be thoroughly cleaned and sterilized with hot steam. Grain is
inspected for any foreign matter when it arrives at the factory, when it is cooked, and when
it is shaped.
To ensure proper cooking and shaping, the temperature and moisture content of the cereal
is constantly monitored. The content of vitamins and minerals is measured to ensure
accurate nutrition information. Filled packages are weighed to ensure that the contents of
each box is consistent.
In order to label boxes with an accurate shelf life, the quality of stored cereal is tested over
time. In order to be able to monitor freshness over a reasonable period of time, the cereals
are subjected to higher than normal temperatures and humidity in order to speed up the
spoiling process.
Conclusion
Getting the right product or service to the customer, at the right price, in the right place
and at the right time is fundamental to business success. Understanding and balancing the
marketing mix enables an organization to uniquely position its brand to drive sales of its
products and services. To remain as a market leader a business needs to continually look at
new ways of engaging and exciting customers in its products and services.
Bibliography
wikipedia.com
https://www.kelloggs.com/
https://www.thrillist.com/
www.investopedia.com/terms/m/marketing.asp
https://www.mindtools.com
https://www.stealingshare.com/pages/breakfast-cereal/
https://www.google.ae/url?
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