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MKTG/300 MKTG300 MKTG 300 Week 2 Assignment Cereal Aisle Analysis


MKTG 300 Week 2 Assignment Cereal Aisle Analysis Week Two: Cereal Aisle Analysis Purpose • develop working hypotheses based on observations of marketing practice • explore the concepts of marketing research, value, branding, and retailing • apply basic marketing terms and concepts L3 traits Overview The Cereal Aisle Analysis, Cereal Product Development Proposal, and Cereal Product Promotion assignments, are to be written as if you have been recently hired to work in the product development and marketing department of a large producer of breakfast cereals. Naturally, you begin by learning how breakfast cereal is retailed. In the Cereal Aisle Analysis assignment, visit a grocer and look closely at the different brands of cereal, their packaging, their placement on the shelves, and the behaviors of people as they shop. Your paper should demonstrate that you have made a careful observation, collected data, and then drawn upon your data and your readings to develop testable insights regarding the merchandising of cereal. Noting that there are 157 different kinds of cereals does not indicate as much thought as a brief, well-reasoned explanation as to why there might be 157 different kinds of cereals and what this variety means to the consumer and to channel members. Note: This assignment is introduced in Week 1 and submitted in Week 2. Image References kashi.com; kelloggs.com; post.com; wikipedia.com Action Items 1. Carefully read this assignment and review your Week 1 & 2 readings. 2. Conduct an observational research study in the cereal section of a major grocery store in your area. Learn as much as you can about the marketing of breakfast cereals from your observations. Look at the varieties of cereals, how many different brands there are, how they are organized on the shelf, their packaging, their price, any in-store promotion, etc. Discreetly observe customer behavior. How long does it take for shoppers to make a selection? How many packages does each shopper buy? What assortment do they buy? If two or more people are shopping together, which person is making the decision? Can you discern any patterns in shopping behaviors? Take notes on what you observe. To help you prepare for Cereal Product Development Proposal and Cereal Product Promotion, be on the lookout for new product opportunities. Are there market segments that are underserved? Are there products missing? Could product form or packaging be modified? 3. Write a two-page (plus attachments) business memo. Adhere to the Guidelines for Written Marketing Assignments. Your report should demonstrate that you have studied the required readings for Weeks 1 and 2 by correctly using marketing vocabulary and making references to information from your textbook. Your paper is to include: • Header (in memo style): o To: your instructor’s name o From: your name o Date: of submission o Subject: assignment title • Introduction (items may be in any order): o Indicate the name and general location of the store (e.g., Kroger at the suburban Mill Run shopping center) o Provide the date as well as the starting and ending time of your observation o Describe the cereal aisle including size of the aisle, location within the store, and an summary of the types and numbers of cereals found there • Body: o In 4 to 5 paragraphs, describe what you observed including any patterns you noted. Summarize the important data you collected. Note: With the limited data you gathered, you cannot draw accurate conclusions about customer behavior with regard to purchasing cereal. Limit this section of your report to what you observed. Do not make any extrapolations or interpretations. o Below is an illustration of two different approaches to reporting the same data: Marginal: There are 27 different garden hoses of different quality, prices, and lengths at the Lowe’s I visited in Worthington. Older customers and younger ones looked at


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