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Unformatted text preview: trategy for accomplishing those objectives, and indicates how the firm
can determine whether the campaign was successful.11 An advertising plan is crucial because it will
later serve as the yardstick against which advertising success or failure is measured.
p. 538 Ad d in g Valu e 18.1 Go in g Nu ts o v e r M e n In the fiercely competitive ready-to-eat breakfast cereal category, Kellogg's and General Mills are
the two largest players. Yet Grape Nuts, the Post-owned brand, is initiating a new advertising
campaign, with new positioning and a differentiated approach that may alter the cereal category
overall. Specifically, Grape Nuts is going after men!
T he brand formerly was marketed to women and families who would eat breakfast together. Most
cereal brands have followed a similar pattern of domestic positioning. And Grape Nuts marketing
executives have kept this strategy, despite market knowledge showing that the product is and
always has been eaten mostly by men. Moreover, Grape Nuts has seen a sales decrease of 15
percent in the past year.
T he newest advertising devices attempt to entertain and give men a hearty chuckle. Dozens of
Webisodes feature ESPN's Kenny Mayne in the voiceover. An MSN site contains features like “T he
Guy's Manual,” with tips on how to restore vintage cars, as well as how to “look cool driving a
minivan.” New print ads, running in Sports Illustrated, depict men fishing and golfing, with a tonguein-cheek slogan: “T hat T akes Grape Nuts.” T he idea is that Grape Nuts is a masculine cereal—a
Despite the innovativeness of this advertising campaign though, Grape Nuts executives might have
forgotten about the primary household shoppers: women. Will this innovative advertising, aimed
appropriately at the target market, ultimately translate into sales in the grocery store? T o reinforce
its message, Grape Nuts will include in-store marketing in a marketing campaign expected to cost
$5 million. T his campaign and the incre...
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- Winter '08