Case Study Wheaties Part New AttemptDue Mar by pm Points Submitting a file uploadAssignment AI 4252- CoachOnCouch

MBADM 821 SP25, Section 001 Marketing in

Question.4252 - Case Study: Wheaties Part 1 New AttemptDue Mar 23 by 11:59pm Points 100 Submitting a file uploadAssignment AI Policy Select for Details â¼Required MaterialsFor this two-part assignment, you will use the Wheaties case you purchased as part of your Harvard Business Review (HBR) course pack (see the Required Material section in the syllabus for further information).Live Kick-off SessionThere will be a live kick-off session for this project where your instructor will review the assignment, clarify expectations, and answer any questions you may have about the project. This session will be recorded.If you cannot attend the live session, or would like to review details, we highly recommend that you watch the video before beginning the assignment.IntroductionThis brand is struggling to stay relevant in a category that has exploded with new product offerings and brands. Why is the brand struggling? What are the issues it's facing? How can the brand compete?Acting as consultants, you will provide the brand with a strategy to improve performance. The goal of this strategy is to improve brand performance by attracting a new group of consumers with a new product offering that will be relevant and enticing to them. This is a line extension strategy, whereby Wheaties will add to its existing product line for the purpose of attracting a new segment. As noted in the case, the original Wheaties cannot be changed/removed (and should stay in the product line). You are welcome to add any new, relevant offeringâit does not need to incorporate the original Wheaties cold cereal.Part 1In this first part of the assignment, you will situate yourselves within the context of the brand and the issues itâs facing. You should review key elements of the branding strategy, and then conduct a category analysis to familiarize yourselves with the landscape. Lastly, identify a new segment appropriate for the brand to target and identify the needs they have for a breakfast food product.Provide your response in a PowerPoint deliverable (not more than 12 slides; title and reference slides can be extra). Write more on the slides than you normally would for a business presentation. Put nothing in the notes section (this area cannot be seen in Canvas). Address the following things:Clarify the situation (two to three slides):Identify Wheatiesâ brand positioning (persona).Identify the brandâs primary market segment. Who are they?What is the brand's total market share?Identify the issues the brand is having. Why is the brand struggling?Conduct a category analysis (four to five slides):What types of products are associated with this category? List all that apply. (There are quite a few! Don't just look at cold cereal.) What are some ways that brands and products differentiate themselves within these product groups (e.g., ingredients, features, brand personas)?What is breakfast like for consumers today? How do they do breakfast? What are their needs and wants with respect to breakfast category offerings?What are the key trends in breakfast right now (e.g., product types, ingredients, taste)?Identify a new consumer segment that the brand can target and conduct a needs assessment (three to four slides). You should select an adult target (do not pick kids as they require a more complex strategy to connect the brand/product to both them and their parents/caregivers).Who are they? Describe their main demographic characteristics.Why would the brand be able to focus on this segment? Why should the brand focus on this segment? Justify your selection.Conduct a needs assessment for your chosen target. What needs do they have that Wheaties could satisfy? Identify and describe as many needs as possible (you will likely have 15+ needs). This list should be robust because you will use it to identify a new product offering that is relevant to this target.You should not discuss a potential product at this point; you are simply getting the lay of the land and enough background information to innovate for Part 2. Use secondary data/sources to support your discussion and ideas. You must cite your sources (this includes in-text citations). This should be a client-ready deliverable, with a polished, organized flow, along with templates, headings, and graphics. RubricCase Study Part 1 RubricCase Study Part 1 RubricCriteriaRatingsPtsThis criterion is linked to a Learning OutcomeDefine the brand positioning and issues10 ptsExcellentBrand positioning is accurately defined and relevant examples of execution are provided. All issues are clearly defined and discussed within the context of the brand situation.5 ptsGoodBrand positioning is mostly accurately defined but may only be within the context of executionary details. Most issues are clearly defined; some discussion of them within the context of the brand situation.2 ptsNeeds ImprovementBrand positioning is not accurately defined. Few issues are clearly defined or accurately identified.10 ptsThis criterion is linked to a Learning OutcomeCategory Analysis35 ptsExcellentDiscussion displays a strong understanding of the category. All product groups are identified. Key elements, consumer needs and trends (products, taste profiles, ingredients, differentiators, etc) are clarified and competitors are clearly identified.25 ptsGoodBasic information about the category is discussed, including breakfast habits and behaviors, products and key brands, trends in taste/ingredients/function, differentiators. Focus is on key elements but may lack depth of understanding and clarity.10 ptsNeeds ImprovementLittle information presented about the category, may cover some areas but missing others. Some points may be inaccurately identified.35 ptsThis criterion is linked to a Learning OutcomeSegment Identification10 ptsExcellentChosen segment is clearly defined along key demographic elements. Strong justification for selection is presented.7 ptsGoodChosen segment is mostly defined along key demographic elements but some elements may be missing. Minimal justification for selection is presented or lacks a strong business rationale. Needs assessment covers key elements but may not be fully explained or defined.3 ptsNeeds ImprovementChosen segment lacks clear definition and justification.10 ptsThis criterion is linked to a Learning OutcomeSegment Needs Assessment35 ptsExcellentNeeds assessment is thorough and detailed, covers specifics related to use and form, packaging, ingredients, taste profiles, etc.25 ptsGoodNeeds assessment covers some key needs but is not thorough/may be missing aspects important to addressing the target with a new product10 ptsNeeds ImprovementNeeds assessment is not thorough/missing key areas.35 ptsThis criterion is linked to a Learning OutcomeDeck Format10 ptsExcellentDeliverable is client-ready. Clear flow and writing. Includes images or other relevant visual information. Citations are included.7 ptsGoodDeliverable is mostly client-ready. Mostly clear flow and writing. Minimal to no typos or grammatical errors. Citations are included.3 ptsNeeds ImprovementDeliverable lacks professional polish. Is hard to follow and lacks organization. Includes typos and other grammatical errors. No citations.10 ptsTotal Points: 100PreviousNext

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Case xxxxx Wheaties xxxx Group xxxx WWWW xxxx TTTT xxxx JJJJSituationIdentify xxxxxxxx brand xxxxxxxxxxx persona xxxxxxxx isn x just x cereal xx s x symbol xx greatness xx Annesley xxxxxxx Wheaties xx known xx The xxxxxxxxx of xxxxxxxxx For xxxxxxx it xxx been xxxxxxx athletes xxx high xxxxxxxxx reinforcing xxx image xx the xxxxx breakfast xxx those xxxxxxxx for xxxxxxxxxx Wheaties xxx a xxxxxxxxxxxxx tradition xx celebrating xxxxxxxxx featuring xxxxxxxxx athletes xxxx Bob xxxxxxxx Muhammad xxx and xxxx others xx its xxxxxx orange xxx This xxxxxxxxx cements xxx status xx a xxxxx that xxx only xxxxx greatness xxx also xxxxxx those xxx achieve xx Wheaties xxxxxxxx performance xxxxxxxxxx and xxxxxx Wheaties xx positioned xx a xxxxxxx energizing xxxxxx for xxxxxx who xxxx to xxxx their xxx the xxxxx way xxxx many xx the xxxxxxxxx who xxxx been xx the xxx Identify xxx brand x primary xxxxxx segment xxx are xxxx Wheaties xxxxxxx target xxxxxx audience xxx baby xxxxxxx They xxxx up xxxxxx the xxxxx s xxxx back xxxx seeing x sports xxxxxx on x Wheaties xxx was x big xxxx For xxxx it x more xxxx just x cereal xx s x piece xx history xxx Nostalgia xx the xxxxx reminds xxxx boomers xx their xxxxxxxxx and x time xxxx breakfast xxxx like xxxxx a xxxx of xxxxxxxxx bigger xxxxxxxxx to xxxxxx As xx Baby xxxxxxx age xxxxxxxxx are xxxxxx a xxxxxx group xxx may xxxx a xxx of xxxxxxxx power xxx there xxx fewer xx us xxxx five xx ten xxxxx ago xxxxxxx this xxxxxxxx continues xx resonate xxxx Boomers xxx value xxx nostalgic xxxxxx association xxxx legendary xxxxxxxx and xxxxxxxxxx to x healthy xxxxx to xxx day xxxxxxxxxxxxx is xxx brand's xxxxx market xxxxx Wheaties xxxx known xx The xxxxxxxxx of xxxxxxxxx has xxxx a xxxxxxxxxxx decline xxxx the xxxx few xxxxxxx Freeburn xxxxxxxx Wheaties xxx t x hit xxxx Americans xxxxxxx Sales xx the xxxxxx cereal xxxxx once xxxxxx synonymous xxxx breakfast xxxx fallen xxxxxxx over xxx last xxxxx decades xxxxxxx USA xxxxx sinking xxxx ith xx roughly xx the x S xxxxxxxxx cereal xxxxxx According xx the xxxxxxx Wheaties xxxxxxxxxxxxxx an xxxxxx Brand x chart xxxxx that xxxxxxxx holds xxxx than xx the xxxxxx share xxxxxxxx to xxx competitors xxxxxxxxxxxxxxxxx the xxxxxx the xxxxx is xxxxxx Why xx the xxxxx struggling xxxxxxxx is xxxxxx a xxxxxxxxxxx decline xxx to xxx aging xxxxxxxx base xxxxxxxx a xxxx situation xxx the xxxxx This xxxxxxx isn x just xxxxx Wheaties xxxxxx it xxxxxxxx a xxxxxx shift xx how xxxxxx approach xxxxxxxxx More xxx more xxxxxxxxx are xxxxxxxx traditional xxxxxxx in xxxxx of xxxxx on-the-go xxxxxxx like xxxxxxx bars xxx smoothies xxxxx Wheaties xxxxx has xxxxxx brand xxxxxxxxxxx thanks xx those xxxxxx athlete xxxxx it x having x hard xxxx keeping xx with xxxxxx health xxxxxx and xxxxxxxx eating xxxxxx Younger xxxxxxxxxxx want xxxxxxxxxxx and xxxxxxxxx options xxxxxx they xxx grab xxx go xxx Wheaties xx still xxxxxxxx a xxxx milk xxx a xxxxx which xxxxx t xxxxxxx fit xxxx today x fast-paced xxxxxxxxxx According xx Harris xxx surmises xxxx Wheaties xxx t xxxxxxx enough xxx those xxxxxxx for xxxx healthy xxxxx and xxx sweet xxxxxx for xxx junk xxxx lovers xxx that x part xx the xxxxxxx Wheaties xx stuck xx the xxxxxx It x not xxxx as x truly xxxxxxx option xxxxxxx especially xxxx compared xx today x low-carb xxxxxxxxxxxxxx or xxxxxxxxxxx alternatives xxxxxxxxxxxx Wheaties' xxxx of xxxxxxxxx innovation xxx further xxxxxxxxxxx to xxx decline xxx brand xxx primarily xxxxx to xxx classic xxxxxxx and xxx not xxxxxxxxxx new xxxxxxxxxx to xxxxx to xxxxxxxx consumer xxxxxxx In xxxxxxxx many xxxxx brands xxxx evolved xx offering xxxx accessible xxx health-conscious xxxxxxx such xx granola xxxx and xxxxxxxxxxxxxx cereals xxxxxxx significant xxxxxxx to xxx product xxxx and xxxxxxxxx strategy xxxxxxxx continues xx struggle xx a xxxxxxx changing xxxxxxxxx market xxxxxxxx AnalysisDifferent xxxxx of xxxxxxxxxx in xxx market xxxxxxxxxxxxx warm xxx cold xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx shakeEggsSmoothiesBiscuitsFrench xxxxxxxxxxxxxxxxxxxxxxxx muffinCinnamon xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Protein xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx toastCategory xxxxxxxxxxx brands xxxxxxxx themselves xx the xxxxxx PriceEase xx prepHeartyFreshAbility xx prep xxxxx of xxxxxxxxxxxxxxxxx logosCatchphrases xxxxxxx Several xxxxxxxxxxxxxx of xxxx and xxxxxxxxxxx valueFillingProtein xxxxxxxxxxxxxx AnalysisHow xx consumers xxxxxxxx breakfast xxxxx Today's xxxxxxxx is xxxxxxx for xx easy xxxxxx during xxx week xxxxxx for xxxxx kids xx themselves xxxx is xxx primary xxxxxx After xxxx they xxx looking xxx something xxxx has xxxxxxxxxx value xxx will xxxxxxx them xxx the xxxxx half xx the xxx You xxxxxxxxx see xxxxxx scrambling xxx the xxxx on xxxxx way xx work xx taking xxx kids xx school xxxx is xxx they xxxx something xxxx they xxx grab xxx go xxxx or xxx at xxxx or xx the xxx Goldschmidt x November xxxxxxxxxxx Key xx Breakfast xxx Consumers xxxxxxxxxxx Grocer xxxxx progressivegrocer xxx convenience-key-breakfast-consumersCategory xxxxxxxxxxxxxxx trends xx breakfast xxxx of xxx trends xxxxx now xxx a xxxxxxxx premade xxxx that xxx be xxxxxxx on xxx go xxx item xxxx comes xx mind xx overnight xxxx Overnight xxxx give xxxxxxx opportunities xxxx minimal xxxxxxxxxxx and xxx be xxxx in xxxxxxx to xxxxxxx meals xxx up xx a xxxx The xxxxxxxxxxxx aspect xxxxxx people xx make xxx mixture xxxx they xxxx A xxxx of xxxx yogurt xxx milk xxxx fruits xxxx honey xx other xxxxxxxxx seeds xxxxxxx powder xxx whatever xxxx comes xx mind xxxxxxxx Market xxxxxxxx April xxxxxxxxx Oats xxxxxx Embracing xxx New xxxx of xxxxxxxxxxx and xxxxxx https xxx linkedin xxx pulse xxxxxxxxxxxxxxxxxxxxxxxxxxxxxx New xxxxxxxx Segment xxxxxxxxxxx New xxxxxxxx Segment xxx Wheaties xx TargetMillennials xxxx known xx Generation x Born xxxxxxx - xxxxxxxxxxx represent xxx largest xxxxxx adult xxxxxxxxxx surpassing xxx Baby xxxxxxx primary xxxxxxxx of xxxxxxxx in xxxx spread xxxx only xxxxxxxx to xxxx in xxx coming xxxxxxxxxxxx the xxxxxxxxx during x recession xxxxx shaped xxxxx adulthood xxx many xxxxxxxxx decisions xxxxxxxx to xxxxxxx that xx better xxxxxx Millennials xxxxxxxx should xxxxxxxxxxx a xxxxxxx presence xxxxxxxxxxx tools xxx community xxxxxxxxxx Why xxxxxx this xxxxxxx Nostalgia xx trending xxx millennials xxxx will xxxxxxxx classic xxxxxxx Jordan xxx other xxxxxxx ads xxxx the x Re-run xxx from xx on xxxxxxx media xxxxxxx Facebook xxxxxxxxx TikTok xxxxx back xxx most xxxxxxx classic xxxxxxx cereal xxxxx from xxx s xxx early x The xxxxxxx of xxxxxxxxxxx are xxxxxxxxx the xxxxxxx consumers xx Wheaties xxxxxxxxxxx likely xxx it xx children xxx would xx more xxxx to xxxxxxxxxx for xxxxx families xxxxx the xxxxxxxxx theme xxxxxxxx should xxxxxx Millennials xx capture xxxxx generation x breakfast xxxxxx as xxxx as xxxxxxxxxxxx a xxxxx hold xx their xxxxxxxx s xxxxxxxxxx - xxxxxxx Wheaties xx for xxxxxxx over xxx next xxxx decades xxxxxx Michael xxxxxxxx generations xxxxx Millennials xxx and xxxxxxxxxx Z xxxxxx JAN xxxxx www xxxxxxxxxxx org xxxxxxxxxxx where-millennials-end-and-generation-z-begins xxxxx Jeff xxx to xxxxxx to xxxxxxxxxxx Common xxxxxx Across xx Know xxx https xxx forbes xxx sites xxxxxxxxx marketing-to-millennials-and-the-six-common-traits-across-the-segment xxxxx Assessment xxxxxxxxxxxxxxxxxxxxxx have x need xxx A xxxxxxxxxxxxxx breakfast xxx the xxxxxx during x period xx high xxxxxxxxxx convenient xxxxxxxxx before xxxxxxx out xx work xx taking xxxxxxxx to xxxxxx in xxx morningA xxxxxxx nutrient xxxxx breakfast xxxx allows xxxx and xxxxx families xx perform xx their xxxxx versatile xxxxxxxxx food xxxx can xxxx several xxxxx and xxxxx nutritionMillennials xxxx shown xx expressed xxxx for xxxxxxxxx from xxxxx childhood xxxxxxxxxx the x Wheaties xxx fulfil xxxx need xx leveraging xxxxxx figures xxxx were xxxxxxxx box xxxxx athletes xxxxxx s xxxxxxx Jordan xxxxx Woods xxxx Elway xxxxxxxxxxx are xxxxxxxxx of xxxxxxxxxxx Wheaties xxx only xxxxxxxxxxx that xxx easily xx namedProduct xx whole xxxxx low xxxxx contains xxxxxxxxx fiber xxxxxxxx and xxxxxxxx The xxxxxxxxx of xxxxxxxxx Millennials xxx a xxxxxxxxxxx driven xx achieve xxxxxxx financially xxxxxxxxxx professionally xxxxx reputation xx important xxx Millennials xxxxxxxx is x well-recognized xxxxx known xxx the xxxxxxx of xxxxxxxx excellence xxx Wheaties xxx itself xx recognized xx a xxxxxxxxxxx symbol xx athletic xxxxxxxxxxx for xxxxx that xxxxx the xxxxx Fromm xxxx How xx Market xx Millennials xxxxxx Traits xxxxxx to xxxx MAR xxxxx www xxxxxx com xxxxx jefffromm xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Needs xxxxxxxxxx continued xxxxxxxxxxx appreciateProducts xxxx are xxxxxxxxxxxxxxxxxx that xxx readily xxxxxxxxx that xxx can xxxxxxxx a xxxxxx ways xxxxxx in-store xxxxxxx an xxx delivery xxxxxxxxx that xx sustainable xxx minimalistic xxxxxxxxxx food xxxx is xxxxxxxxx filling xxxx easy xx source xxxxxxxxxxx A xxxxx of xxxxxx size xxxxxxx Millennials xxxx valueSuperior xxxxxxx products xxxx attractive xxxxxxxxx Aspirational xxxxx imaging xxxx may xxxxx to xxx they xxxxxx to xx What xxxxxxxx the xxxxx might xxxxxx Ease xx use xxx ability xx create xxxx a xxxxx product xxxxxxxxx and xxxxxxxxx benefits xx product xxxxxxxxxxx uses xxxxxxxxx XM xxxxxxxxxx Management x d xxxxxxxx needs xxxxxxxx Definition xxx research xxxxxxx Customer xxxxx Analysis xxxxxxxxxx Research xxxxxxx By xxxxxx Panel xxxxxx Nov xxxxxxxxx aspects xx any xxxxxxxxxx brand xxx The xxxxxx Business xxxxxxx Essential xxxxxxx Of xxx Successful xxxxxxxxxxxxxxxxxxxxxxx T x Wheaties xxxxxxxx Chemistry xxxxx doi xxx clinchem xxxx Dimock xxxxxxx Defining xxxxxxxxxxx Where xxxxxxxxxxx End xxx Generation x Begins xxx https xxx pewresearch xxx short-reads xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Freeburn x April xxxxxxxx striking xxx with xxxxxxxxx InvestorPlace xxxxx investorplace xxx wheaties-no-longer-a-champion-among-consumers xxx source xxxxxxx com 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