Cereals are mostly taken as breakfast by some families in Ghana. They are manufactured in various shapes, flavours and colours and marketing communication is mostly directed towards children and adults. Recently, most shelves of supermarkets are filled with foreign manufacturers’ brands like Kelloggs, General Mills, Quaker Oats etc. These companies have variety of brands covering wheat, sorghum, rice, oats, maize, barley, millet, corn etc. Some of the popular brands on the supermarket shelves include Kellogg’s corn Flakes, Bird’s Custard, Cheerios, etc. This intense competition among the manufacturers has resulted in dwindling market shares for most brands. This calls for prudent marketing strategies to push products to generate sustainable revenues. Nutri Food Ghana Ltd is a local manufacturer of cereals and they have introduced new cereal known as the Nutri Max. Their products come in four types: Nutri wheat, maize, soya and millet. They intend to follow the same marketing approach by targeting adults and children. Coupled with that, they also intend to embark on market research to know more about the market so that they can understand consumer needs and wants and be able to tailor the products to the right markets.

SECTION A – COMPULSORY QUESTION ONE.

As a Marketing Assistant for Nutri Food Ghana Ltd, you are required to prepare a REPORT to the Marketing Director on the following issues:

A. Examine Four [4] types of Sub-culture categories and their implications for the marketing of the company’s cereal products [16 marks]

B. Suggest Four [4] ways that they can use to position the company’s products [8 marks]
C. Explain Three [3] evaluative criteria that consumers can use in making judgements