Snap! Crackle! Pop!

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The Brief

Research from Library
(Taken from the book - Packaging Design, by Bill Stewart.
(Above two taken from the book - Food Wrap, Packages that sell, by
Steven Heller and Ann Fink)
(Taken from the book - Design and Marketing, by Alan Swann
(Taken from the book - How It All Began, by Maurice Baren)

(Other resources from the Library)

Marketing Plan

Research of Cereal's

As i am thinking of doing a cereal for children I found this which I found extremely funny. It is a bit rude for children but kids love nothing more than gas, so I felt maybe this could be a selling point start.

Research From the Library

• Most of todays cereal was introduced in the USA, where supplies of cereal grain were plentiful. The leading company in 1890 was American Cereal Company.

(Packaging Source Book - Robert Opie)

Research In The Supermarket

As my mum worked nights at our local Tesco she managed to get me in the store just before it opened so I could take photo's on a Monday morning. Monday morning is the only day of the week in which the store is spotless and completely faced up as it is a 24 hour store.

I decided to take some photo's before opening and before the shelves were touched and then go back just before they refill at 4pm to compare the photo's and make a note of what sold the best.

Below are the photo's before opening.

The Shelves at 3pm

Weetabix was definately one of the big sellers, but you have to think of the factors that may have affected my results. The Weetabix was on special offer, so could this have been the reason for the emptiness of the shelves.

When my mum first worked at Tesco this was her aisle for many years, so she was the person to ask to see what she felt sold the most. She said it would be Corn Flakes, Special K. I have found that although these were popular amongst adults this isn't a child specific product.

Noticeably the biggest seller was anything with chocolate. Mainly the Coco Pops and the Tesco version were the biggest sellers of the whole aisle, again was this a factor of the credit crunch?

Another favourite was the Crunchy Nut cereal. More targeted at adults

Again example of how the kids cereal sells better than most other brands and varieties

My Photo's of Children's Cereal Packets (different angles and views)

Marketing Plan

Executive Summary

The product will be supplied by the major supermarket chains, for example; Tesco, Sainsbury's, Morrison and Asda.

The cereal will elaborate on the idea that breakfast is the most important meal of the day and my design and choice of ingredients will encourage children and young adults to indulge in such an important part of your day.

Breakfast gives you the extra boost you need in the mornings and has been proven to help with concentration and tiredness.

Situation Analysis
I feel there is a gap on the market as there aren't many cereals for children that offer fruit mixed in with the cereal. Generally chocolate and sugar are the main ingredients.

The cereal will still be aimed directly at the younger age group because the bran flakes are chocolate but this is low in fat and also banana chunks are mixed in.

Product

A cereal aimed at children and young adults. Nutritious bran flakes with low fat chocolate and banana chunks.

Price

The price would be £1.90 a box for a 750g box.I have chosen this price as this is within budget, and still gives a profit and is also in league with its competitors.

Place

This will be situated down the cereal aisle amongst other childrens cereal.

Promotion

For the launch of the product there will be a fun set with the monkey's in costume performing circus and gymnastic type tricks.

There will also be a month promotion on the box to help introduce it to the public.

Strengths

The strengths of this product are that there is no other product which provides the same nutrition and fun that any of the other childrens branded cereals do.

Weaknesses

The major weakness with this product is that it is a chocolate based product therefore providing some levels of fat and sugar, however, this has been reduced and the cereal is a low fat product and is backed up with the bonus of fruit and fibre.

Opportunities

I believe that if this product did well there is plenty of opportunity within the market to expand and produce several more cereal's each with varying fruit and maybe different flavoured flakes or shapes. There is also an opportunity then to produce different characters, still sticking with the jungle theme, to help promote each of the cereal.

Threats

The main threat is if this cereal does well that other competitors may follow suit.

Notes from the Apprentice

Fortunately whilst doing this brief there was an Apprentice show baasically doing the same thing. I came up with my ideas first before watching this as I didn't want to affect my ideas or be too influenced in what the show produced. Therefore I recorded the programme and wrote everything down that I wanted to do and achieve and I figured that The Apprentice would only help with my own work.

Below are some notes I took from watching the show;

• used billboard outside IMAX cinema in London - as this is biggest billboard in Britain
• Reassuring health conscious parents
• character and box must be included
• Mccan Ericcson - advertising agency based in London
• Get into child's head
• There character - collects and explores.
• Make you laugh
• Cartoon characters - pirate and parrot
• Music - for my project would be similar as jungle theme, they filmed in Rainforest Cafe. I would need monkey noises and bongo drums.

http://www.mccann.co.uk/#

I decided as it was mentioned on the Apprentice to look further into the Mccann company.

Some of their companies include: Nesquik, Yoplait, Tiffany & Co, Nescafe, Quorn, Maestro, Staples, I can't believe its not butter, Arla, Weight Watchers, Nestle.

This company mainly deals with Widgets, Tv Ad's or documentary film.

My TV Ad

http://www.youtube.com/watch?v=dGvb8qP1KNQ