Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Group 4:
Nguyen Khoa An Hung IBC02-K43
Dao Bao Ngoc
Ho Bùi Yen Nhi Course: Customer Behaviour
Vo Quynh Nhu Lecturer: Dinh Tien Minh,
Nhu Mai Hoàng Dan Phong
Ph.D
Nguyen Ngoc Nam Phuong
Nguyen Duong Thanh Tam
Summary the case
• For, Cereal market has grown for decades
• The cereal market is highly competitive
General Situation
• But in the mid 1990s, Americans’ eating-breakfast
style changed: many people chose to eat on the
run or skip it due to their hectic lives
6% 1st
VS
• Increased promotion expenditures, especially for advertising
• Did not introduce any highly successful new products by only
promoting its existing cereals, targeting especially the pool of
80 million baby boomers
FEATURES
OF THE
TOPIC
Cutting back on Inaffective in adapting to
advertising the healthier, faster-paced
American lifestyle
General
Mills
→ Kids’ market: Cheerios logo on books, toys,
clothings, puzzle
General
Mills
→ Teenagers:
• Coupons for Sony PlayStation video games on boxes
• Web site: includes games, educational information, and an
opportunity for kids to email their favorite cereal
characters.
Mills
→ International arena
• Partnerships with Pepsi and Nestlé.
Understanding
Promotion mix the competitors
Understanding Understanding
the market the customers
MEAN-END
CHAIN MODEL
to understand how consumers perceive the self-
relevant outcomes of products use and consumption
• Different for each consumer because of each consumer’s background and personal interests.
• Once the consumers have not experienced functional and psychological consequences yet,
the product attributes do not mean much to them.
The consumer–product relationship for three
segments of the breakfast cereal market
Teens/young adults Baby boomers
Kids (ages 6-12)
(ages 16-22) (ages 35-50)
Attributes Toy in box (It can be puzzle, - Video game coupon on box - Organic, less sweetened
cartoon characters, - Games, educational - Calcium added
worksheet, colorful box …) information - High protein, high fiber, low
calorie
Functional Eating cereal is delicious and Get parents to buy video game Healthy and nutritional
Consequences happy because they can play with coupons
with toy.
Baby Boomers
( ages 35-50)
Kids (ages 6-
12)
2.1.
Discuss how
consumer reactions to 2.2.
brand-oriented advertising Discuss the likely effects
& sales promotions (coupons on consumers’ behavior,
versus prizes and premiums) affect, and cognition for a
are likely to differ. 75-cent coupon for cereal
versus a price reduction
deal such as “buy three for
the price of two.”
Question 2
Advertising Sales
any paid, promotions
nonpersonal
presentation direct inducements
Promotion
mix
Personal
Publicity
selling
unpaid form of
direct personal communication
interactions
effect
Brand-oriented
advertising Sales promotions
affect (feeling) & cognition (thinking) behavior (especially short-run purchase behaviors)
MờiDISLIKE
em -
NEVER BUY
Okay I’ll
give you a
chance!
Reference: CONSUMER BEHAVIOR & MARKETING STRATEGY (J. Paul Peter, Jerry C. Olson)
General Mills
Brand-oriented
advertising Sales promotions
Affect both children & adults (parents) Catch the trend – Be satisfied
Both companies discussed in this case
use a mix of promotions to market their cereals.
2.1. 2.2.
Discuss how Discuss the likely effects
consumer reactions to
on consumers’ behavior,
brand-oriented advertising
affect, and cognition for a
& sales promotions (coupons
versus prizes and premiums) are 75-cent coupon for cereal
likely to differ. vs a price reduction deal
such as “buy three for the
price of two.”
Question 2
Buy 3 for the price of 2
“I’ve used this product many
times before, I like it. I will
•Surprised
consider buying it more •Buy larger quantities
•Happy
because it can save me an •Rebuy
•Excited
AFFEC amount of money due to the •Inform promotion to others
•Satisfied
T COGNITI BEHAVI
promotion offer”
ON OR
(feelin
g) (thinking) (action)
A 75-cent coupon
Buy 3 for the price of 2
•Encourage buyers to
try the products
A 75-cent coupon
Question 3
3.1 3.2
Discuss the likely effect What do you think are
on consumers’ behavior, the effects on both
affect, and cognition of parents and kids?
the various forms of
promotion General Mills
has used to target
children.
1. Put
Cheerios
on the cover of children’s
logosbooks, clothes and toys!
2. Produce
4 marshmallows
promoti shapesbased on kids’ favorite
characters!
on
strategie 3. Placing figurines
s aimed outside cereal boxes
4. Creating
at kids
websites
that have games, educational
information and email.
Have effect
on
both children and parents
Effects on
1. Put Cheerios logos
on the cover of children’s
books, clothes and toys! children
Behavior
Behavior
Behavior
POSITIVE
Put FEELINGS
toys General Mills cares deeply
inside
the
about children’s overall
box happiness, not just what
they eat for breakfast
EEFECTS ON
PARENTS
Increase brand
awareness
Save money
Encourage consumers to
purchase more
$15 in coupons when buying 2 General
Mills and three Hershey products
Question 4
1.1
Why do you think the
breakfast cereal market is
so
sensitive” ?
“marketing
1.2
Why do consumers respond to
good marketing promotions but
not at all to weak ones?
INVESTIGATE SEGMENTATION
BASE
Adapted from Consumer Behavior and Marketing Strategy, 9th edition, P. Peter, C. Olson
What is good marketing promotion?
What is weak marketing promotion?