Visit a supermarket and examine the brands of breakfast cereal on offer. Using the bases for segmenting

❶ Visit a supermarket and examine the brands of breakfast cereal on offer. Using the bases for segmenting consumer markets, identify the segmentation variables a specific brand, such as Uncle Toby’s Calcium Plus, appears to be using. Summarise the segmentation and targeting strategy for this brand. Identify other brands with a similar positioning strategy(ies).

(Learning Objective 1) (AACSB: Communication; Reflective Thinking)