Cocoa PebblesGrace Burkard, Rebecca Nau, Daniel Ebsen, Sarah Utter, Chris Cesar

Group #5December 6, 201311:00am Friday

Introduction - Target MarketChildren Ages 5-12

Estimated to be 24.5 million for 2013Kids consume media an average of 7 hours and 38 minutes everyday. Averaging 28 hours of TV per week

Middle to Low ClassReside in both urban and suburban communities

Consumers choose Cocoa Pebbles for its convenience and taste

Tweets“Victims include @CaptainCocoa! Are you a victim of the cereal killer as well? #SavingBreakfast #CerealKiller http://tinyurl.com/nues7ug” (135)

“Send us ur @CaptainCocoa costume & the cereal box 4 a chance to win a year supply of @CocoaPebbles, winner drawn on 10/31 #SavingBreakfast” (138)

“Have you caught our new commercial? What’s @CaptainCocoa’s famous catch phrase? Reply with your answer + @CaptainCocoa #PostLife”(122)

Twitter Campaign● Timing

○ Tweets would be sent out over the course of a year○ Some aimed for certain holidays ○ Keeps Cocoa Pebbles relevant and interesting○ Aimed toward older target (kids aged 10-12) or parents of younger

children

● Intended Target○ Current users, Prospective users, and Competitive Users.○ Our goal is to have Captain Cocoa become as familiar as ‘Captain

Crunch’

Do Our Tweets Work?“Victims include @CaptainCocoa! Are you a victim of the cereal killer as well? #savingbreakfast #cerealkiller http://tinyurl.com/nues7ug” (135)

“Send us ur @CaptainCocoa costume & the cereal box 4 a chance to win a year supply of @CocoaPebbles, winner drawn on 10/31 #SavingBreakfast” (138)

“Have you caught our new commercial? What’s @CaptainCocoa’s famous catch phrase? Reply with your answer @CaptainCocoa #PostLife”(122)

Twitter Objectives

-Raise awareness of Captain CocoaThrough promotional campaigns and publicity

-Remind target of endorser and brand

-Drive sales through the use of contests

-Create a Cocoa Pebbles community

Positioning Statement:For children ages 5-12 Cocoa Pebbles is the number one cereal that is fun and delicious with a chocolatey surprise at the end of every bowl.

Target Analysis:● Consumption● Market Growth● Marketing in the Industry● Target Category

● The breakfast cereal market has remained fairly flat in recent years as manufacturers seek to revitalize the category.

The category grew just 1% from 2008-13 to reach $11.5 billion, at current prices.

● Increased interest in the hot cereal segment will help boost the overall category, which Mintel predicts will see 4%

growth from 2013-18, at current prices.

● The breakfast cereal category will continue to face challenges as consumer confidence in the economy rises and

more Americans spend money on food service breakfast offerings.

Sales at current prices

% Index Index

$million annual change 2008 = 100

2013 = 100

2008 11,329 na 100 99

2009 11,589 2.3 102 101

2010 11,275 -2.7 100 98

2011 11,470 1.7 101 100

2012 11,530 0.5 102 100

2013 (est.) 11,493 -0.3 101 100

2014 (fore.) 11,633 1.2 103 101

2015 (fore.) 11,823 1.6 104 103

2016 (fore.) 11,981 1.3 106 104

2017 (fore.) 12,017 0.3 106 105

2018 (fore.) 11,934 -0.7 105 104

Figure 8: Total U.S. retail sales and forecast of breakfast cereal, at current prices, 2008-18

Why Our Ad Works

Perceptions & BenefitsGeneral Perceptions of cereal:

● Health benefits ○ 82% agree it’s a good source of whole grains○ Healthier breakfast option than others

● Versatile○ 86% of consumers believe cereal is adaptable to any eating occasion

Perceptions of Cocoa Pebbles:● No nutritional value● Fun, sugary cereal● Benefits

○ Delicious taste (way better than bland cereals)○ Chocolate milk at the end○ Has 10 vitamins and minerals and is Gluten Free○ No fructose corn syrup

TV Ad Rationale● Cocoa Pebbles is a great chocolatey cereal that is not well advertised.

● A fresh ad campaign would be a great way to revamp a cereal.

● Kids typically do not know who the Flintstones are, and using a superhero as the new ‘face’ of Cocoa Pebbles would create new buzz.

TV Ad!

Why Our Ad Works● Cornell Study

○ Children prefer products endorsed by superheroes

○ Apple Fries Vs French Fries● “Choclify your Breakfast”

○ Kids love sweet foods● Comic book elements

Our New Brand Name

Captain Cocoa Bits

Does this work?

Works Cited● http://childstats.gov/americaschildren/index.asp● http://foodpsychology.cornell.edu/outreach/batman.html● http://academic.mintel.com.ezproxy.library.wisc.edu/display/637698/?highli

ght=true● nydailynew.com/life-style/hea;th/kids-eat-veggies-batman-article-1.112232

0● http://www.postfoods.com/our.brands/pebbles/our-story/● http://www.huffingtonpost.com/2011/07/12/children-smallest-percentage-of

-population_n_896347