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