You are the Brand Manager for a new cereal called Stronger-Os at food 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 Os.

Review the questions below and leverage what you've learned from the course materials to date.

1) Develop the value proposition for Stronger Os. Be sure to clearly state what differentiates Stronger Os from other cereals.

2) Given the loyalty customers tend to have for their cereal products, highlight 2-3 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.

3) What are the 2-3 digital marketing tactics you would include in your integrated marketing plan? Why?

4) State a product-oriented business definition for Stronger-Os

5) State a market-oriented business definition for Stronger-Os 6) 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.

7) Outline the factors that influence buying behaviour and give one example for each.

8) Develop the profile of the target Stronger-Os customer. What factor would be most likely to influence their buying behaviour and why?