POST CRISPY CRITTERS CEREAL

The Crispy Critters cereal product was introduced as a part of the Starbird strategy in midyear 1987. By midyear 1988, the brand was failing to attain its expected market share, and its performance was far below that of the market leading products in the nutritionally sound segment of the readytoeat cereal market.

Post Cereals appears to have made a mistake with Crispy Critters by developing the product as a part of the Starbird (wholesome) strategy and targeting children. The successful competing products in the wholesome category are those that target the entire family, because research has indicated that, in those households that consume the great majority of wholesome, readytoeat cereal products, children have little influence on the cereal purchasing decision.

In selecting a name for its first product in the implementation of the Starbird strategy, Post Cereals reached back in time for the Crispy Critters name that had been used two decades earlier for a presweetened readytoeat cereal product. It is probable that among "Good Eater" families the name Crispy Critters is associated with presweetened cereals. Thus, it appears to have been a major error on the part of Post Cereals to attempt to market a new Starbird product under the brand name that had been associated with a presweetened cereal product.

It is recommended that Post Cereals adopt a new name for the Crispy Critters produc

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sales account for approximately threequarters of the company's revenues, and a somewhat higher proportion of its profits. Kellogg's Rice Crispies holds a longterm mean market share in the readytoeat cereal market of almost fourpercent. The product is third in overall readytoeat cereal market share and second in the wholesome segment of the readytoeat cereal market. General Mills, another major competitor in the readytoeat cereal market. Generals Mills' Cheerios holds a longterm mean market share in the readytoeat cereal market of more fourpercent. The product is second in overall readytoeat cereal market share and first in the wholesome segment of the readytoeat cereal market. The number one readytoeat cereal brand is Kellogg's Corn Flakes. It would not be unwarranted to place this product in the wholesome category, although that association is not made in this case. Neither Cheerios nor Rice Crispies are targeted to children. These competing products are positioned in the wholesome segment of the readytoeat cereal market, and the parents of "Good Eater" households are targeted. Market opportunity analysis involves the development of a set of attractive opportunities for the organization. Target m
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Approximate Word count = 2594
Approximate Pages = 10 (250 words per page)

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