Segmentation, Targeting, And Segmentation Of Yummy O's Cereal Marketing

Yummy O’s Cereal Marketing I have recently been hired by a major manufacturer of cereal to develop a new brand of cereal. The product’s name is Yummy O’s. The product will be geared toward children from ages between three to six. Before the product can even sell, a target market must be identified and key strategies such as segmentation, targeting, and positioning must be understood and developed. The use of the segmentation, targeting, and positioning process can help guide and identify the target market. Afterward, a series of data collection will commence by utilizing methods via market research. Before using the segmentation, targeting, and positioning process to help identify the new cereal product’s target market, a clear understanding

For step one, the product’s aim is to satisfy consumer needs while also being profitable. Step two is to identify the segmentation method. According to the research of Kelloggs’s marketing mix, they group their cereal products in an appeal to fitness the market (Bhasin 2018). This falls under the psychographic segmentation. I believe that Yummy O’s cereal segmentation should use psychographic and demographic because the cereal’s main focus is on children between the ages of three to six. By making the Yummy O’s cereal have a taste with honey and a tinge of cinnamon, this will make the children love the cereal. However, the product will also be marketed as a healthy cereal; this will help parents and fitness consumers see this product as a beneficial value. This takes the process to the third step, which is to evaluate the market segment attractiveness. Based on the U.S. Census Bureau current counts of population numbers in 2018, the United States’ population is growing at an exponential rate. There are plenty of children to make attractive to the cereal. Also, parents of the children will want products that are healthy for their children. Therefore, the demographic and psychographic market segmentation will be attractive as there is a high demand for a balanced breakfast. Moving to step four is the targeting strategy. For

In a market research, there are two types of data, primary data and secondary data. Primary data is data that is collected by the researcher directly while secondary data is data that is collected from another source other than the researcher (Surbhi 2016). An example of primary data is a survey; an example of a secondary data is website articles. Both primary and secondary data will be useful information to gain insight into the problems that Yummy O’s will face. To carry out the collection of the data, primary data will be collected via surveys at groceries, because that is where most students and adults shop for their cereal products. Social media can help with the surveys as people can also fill out surveys online. As for secondary data, the collection can be gathered through website articles; and Kellogg’s cereal success rates, marketing tactics, etc. can all be observed. Because Yummy O’s is going to face competition in its environment, it’s best to use Kellogg’s data to see how they handle