POST CRISPY CRITTERS CEREAL This case

CASE STUDY: POST CRISPY CRITTERS CEREAL

This case is analyzed in the context of the issues that confronted the "Crispy Critters" cereal brand manager (Jennifer Raoila) at Post Cereals in May 1988. These issues require (1) an evaluation of the cereal's performance in terms of segmentation, targeting, and positioning, (2) a critique of the market research performed for the cereal, to include both the identification of any problems involved with the research conducted, and any additional research required, and (3) a determination of whether the "Crispy Critters" brand should be retained in the product portfolio, to include a suggested alternative product if the decision is negative.

Evaluation of Segmentation, Targeting, and Positioning

In the mid1980s, Post Cereals developed and implemented the Starchild strategy. The focus of this strategy was the targeting of nutritionally aware. As a part of the Starchild strategy, "Crispy Critters" was developed as a wholesome, readytoeat cereal product for children. "Crispy Critters" was the first such product developed by Post Cereals for the children's market.

"Crispy Critters" was introduced in mid1987, and by mid1988 the brand was failing to meet its anticipated market share. The performance of the "Crispy Critters" brand was well below that of the market leaders in the nutritionally sound segment of the readytoeat cereal market for children.

New product development, product positioning, branding, and promotional str

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t Cereals in the introduction of the new product. Critique of the Market Research One aspect of market research often overlooked is an assessment of the competition. The competitive environment includes all of the other that are offering products to a market segment being targeted that are either similar to or are substitutes for the product for which the market research is performed. In the readytoeat cereal market, the Kellogg Company is the dominant firm, with a market share in excess of 40 percent. Cereal sales account for approximately 75 percent of Kellogg's sales and profits. Kellogg's "Rice Crispies," a wholesome, readytoeat cereal product, has a longterm market share of nearly fourpercent. "Rice Crispies" is third in overall readytoeat cereal market share and second in the wholesome segment of the readytoeat cereal market. General Mills is also an important competitor in the readytoeat cereal market. Generals Mills' "Cheerios" has a longterm market share in the readytoeat cereal market of somewhat more than fourpercent. "Cheerios" is second in overall readytoeat cereal market share and first in the wholesome segment of the readytoeat cereal market. The market leader in the readytoeat

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