Product Positioning In General Mills, Inc.

708 Words 3 Pages
Product positioning is the next step to consider once the segmentation and targeting processes are completed. Product positioning is a crucial part to market segmentation process because it determines how consumers view a particular product. According to MKTG 8, “Positioning is the place a product, brand, or group of products occupies in consumers’ minds relative to competing offers” (Lamb, Hair, & McDaniel, 2015, p.155). Consumers are constantly comparing products to ensure that they are making the best purchasing decisions that they possibly can, and that is why it is so important to produce products that place a great emphasis on the important features that consumers are looking for when buying a product. Marketers should always position …show more content…
The product differentiation strategy is a great way for companies to make their products stand out from their competition in the eyes of their consumers. The development and implementation of the “sugar-free” alternatives to the already popular General Mills, Inc. breakfast cereals, “Honey Nut Cheerios” and “Cinnamon Toast Crunch”, is a form of product differentiation because these cereal formulations will undergo a unique process that has not yet been seen in the breakfast cereal production. Although the use of artificial sweeteners in the food industry is nothing new, as it has been prevalent in other zero calorie food and drink substitutions, it is something that has never been done before with breakfast cereals. Creating “sugar-free” formulas of “Honey Nut Cheerios” and “Cinnamon Toast Crunch” will be beneficial in the eyes of the consumers because they will be given the option to purchase the same breakfast cereals that they have grown to love for years, with the added benefit of having significant calorie reductions. Not only will the consumer benefit from a health standpoint, but General Mills, Inc. as a company will also benefit as they will be seen as a leader in product innovation over their …show more content…
Young Digerati is known to live a very busy lifestyle, having to juggle everything from work, to family, friends, and their personal lives. Young Digerati is also know in live an active lifestyle and they are typically members of fitness clubs, so from an advertising standpoint, we can use the same tactic that is used for Greenbelt Sports. Our new “sugar-free” breakfast cereals will be pleasing in the eyes of Young Digerati because it will be a convenient and easy way for them to get their breakfast in without disrupting their active and busy

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