MKTG 716 Test #2 (20% Marks) Due on October 28'I1 by 12pm EDT (no late submissions allowedl I Student Name: Student # Instructions o Read the case carefully below and take some time to plan out how you are going to format and write out your answers 0 Enter your answers on this word document in the boxes. 0 Put your name in the above box and when completed must be posted into the Assessment tab under Assignment folder "Test #1\" - Tests will be put through Turn-it In to Check for Plagiarism 0 I will not be looking at tests that are late, so make sure you finish prior to the time, that you upload the correct file and that you make sure your technology works. 0 Use Bullet Points to answer each question below. 0 Please remember that you are bound by the College Examination 8: Academic policies. Cheating and plagiarism are serious academic ofences that will not be tolerated by the School. Signing your name above means afull understanding of the schools policy. Business Case: You are the Brand Manager for a new cereal called Stronger-Os atfood giant General Mills. In this role, you are expected to create brand awareness for the new product, develop the competitive marketing strategy and ultimately increase sales. The metrics you will be measured on include sales, brand awareness and competitive position ranking. Stronger-Os was developed to add a low carb, low sugar, high protein, nutrient dense cereal to meet the needs and wants of a more health-conscious Canadian audience. Given the high quality ingredients and the research & development investment that was involved, eventually Stronger-Os will be one of the most expensive cereals in the General Mills product line. However, since it is new and trying to gain market share, introductory pricing needs to be considered to support this raising awareness and building a customer base. The market for healthy cereals has increased substantially in the last decade with lots of new entrants to the Canadian market. Cereal products are known to have high customer loyalty, making it vital to appeal to your target customers in a way that will entice them to try something new so that they become recurring purchasers of Stronger 05. Review the questions below and leverage what you've learned from the course materials to date. TOTAL MARKS 1. Value proposition and loyalty 10 Develop the value proposition for Stronger Os. Be sure to clearly state what /5 differentiates Stronger 05 from other cereals. I Given the loyalty customers tend to have for their cereal products, highlight 2-3 [5 strategies you could use to develop customer loyalty once someone has tried Stronger-Os. Be sure to briefly explain why you would use these strategies. 0 2. Digital Marketing I5 What are the 2-3 digital marketing tactics you would include in your integrated /5 marketing plan? Why? 0 3. Business Definitions /4 Write a product-oriented business definition for Stronger-Os /2 Write a market-oriented business denition for Stronger-Os /2 4. Marketing Mix Considering the Four P's, lay out 2-3 components of the marketing mix you would employ for Stronger-Os in the first six months. /10 likely to influence their buying behaviour and why? 5. Consumer behaviour /11 Outline the factors that influence buying behaviour and give one example for each. /5 I Develop the profile of the target Stronger-0s customer. What factor would be most /6 Remember to put your name and student number on the top of this paper and submit on time! Upload to e-centennial: Make sure you put in the right le with this paper and don't upload the wrong one! - Go to Assessments Tab at top of page and the dropdown menu - Select "Assignments\" - Go the Folder "Test #1\" and post Finish 5 minutes early to you have time to post to the site! Late Submissions: 0 Will not be marked