What are your thoughts on the below scenarios:-

1. Would you roll out Halfsies is a presweet cereal? Provide an argument for your decision.

2. Suggest positioning statement if Halfsies were positioned as a presweet cereal.

3. Produce a creative brief based on Halfsies being positioned as a regular ready-to-eat cereal (that is, not a presweet ready-to-eat cereal). The Creative Brief should include the following sections: Objective, Target, Insight, Positioning, and Execution. The creative brief can be submitted as part of your word document and need not be in PowerPoint.

Halfsies Ready to Eat (RTE) Cereal case information. The above scenarios are based on the below information.

At the time of this case, ready-to-eat cereal is a $7.6 billion business. The 3 largest competitors are General Mills (32% share), Kellogg's (31% share), and Post (16.5% share). Quaker Oats is the fourth major player with 9.2% share. The category includes about 220 brands and spending on advertising is slightly greater than 10% of sales. Major brands are shown below:

Rank Brand Share Cheerios (General Mills) 4.6 Frosted Flakes* (Kellogg's) 3.9 QUAKER Honey Nut Cheerios* (GM) 3.0 Frosted Mini Wheats* (Kellogg's) 3.5 Halfsies Raisin Bran (Kellogg's) 2.7 Corn Flakes (Kellogg's) 2.6 Lucky Charms* (GM) 2.2 Quaker Ready-to-eat cereal 2.0 NEW Rice Krispies (Kellogg's) 1.9 Cinnamon Toast Crunch* (GM) 1.9 # presweetsTotal Sample: 219 people Recognized Halfises 191 Tried Halfsies 125 Tried Halfsies More Than Once 15 Age of oldest child in households that tried Halfsies: 6 and under 20% 6-12 48% 13-28 32%Creative Brief Template: Halfsies Objective Target Insight Positioning Execution