Case Study - General Mills Warm Delights – Indulgent Deli ✓ Solved
Case Study - General Mills Warm Delights – Indulgent, Deli
Mini-case studies: The students are expected to answer the questions associated with the case. These questions are intended to elicit thoughtful reactions to contemporary marketing strategy initiatives and challenges. The students are expected to carefully read the assignment instructions, then thoroughly and explicitly address each component of the corresponding case study questions.
The responses should reflect higher level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone in any industry, as marketing decisions affect all levels and stakeholders within the organization and in the external marketplace/marketspace. There is no minimum number of references that need to be utilized to support the completion of this assignment; however, it is generally understood that any good case study analysis will incorporate the appropriate quality and quantity of scholarly sources to support any suppositions and recommendations.
The submission will not exceed four (4) pages in length, excluding the title and references pages. The document must adhere to the APA writing style. Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment. Case study - General Mills Warm Delights – Indulgent, Delicious, and Gooey!
1. Read the case on pages in your text.
2. Watch the video supplement to the case at link tv/13e/v22-5.
3. Respond to the following case question. You have been asked to consult with the Warm Delight marketing team. They are specifically looking to grow this brand in terms of product line and brand extensions. In your suggestions, specify:
- The target market you would pursue with your plan
- The potential opportunities and hindrances of the target market
- How you would position or re-position Warm Delights in that market place
- The product changes you would recommend to increase sales of Warm Delights
Paper For Above Instructions
Title: Strategic Growth Plan for Warm Delights
The Warm Delights brand by General Mills represents a significant opportunity in the single-serve dessert market. In today's fast-paced world, where convenience and indulgence meet, it is essential for the brand to adapt and evolve. In this consultation, I will outline a strategic plan focused on identifying a target market, assessing opportunities and hindrances, repositioning the brand, and recommending product changes.
Target Market
The target market for Warm Delights should primarily focus on busy, health-conscious adults, particularly women aged 25-45 who appreciate convenience without compromising on taste and indulgence. This demographic often includes young professionals and mothers who have limited time yet desire a rewarding dessert experience. Research indicates that consumer trends are increasingly leaning towards indulgent treats during moments of self-care or relaxation (Nielsen, 2018).
Opportunities and Hindrances
The potential opportunities to consider in this market include a growing trend towards premium, convenient dessert options, as consumers are willing to spend more on high-quality, indulgent treats (Statista, 2021). The shift towards smaller, single-serving products aligns with the increasing consumer preference for portion control amidst rising health consciousness.
However, there are hindrances to this market approach as well. Potential challenges include market saturation with similar products, consumers’ hesitancy to try new brands, and the potential perception that microwavable desserts are less sophisticated (Smith, 2020). Furthermore, the price point of $2.00 must be justified against readily available options in the category.
Positioning Warm Delights
To effectively position Warm Delights in the marketplace, the brand needs to emphasize its unique selling proposition (USP) as a quick, indulgent treat that provides a sense of luxury in everyday life. I recommend a repositioning strategy that highlights emotional fulfillment experienced when consuming Warm Delights, through campaigns that tie the product to personal moments of joy, self-care, and connection with family (Kotler & Keller, 2016).
The emotional branding should center around the themes of “treat yourself” and “moments of indulgence,” supported by aspirational marketing visuals and messaging. Collaborating with influencers and leveraging social media can increase brand presence and connect with the target demographic more effectively (DeMers, 2017).
Product Changes to Increase Sales
To bolster sales of Warm Delights, several product changes are recommended:
- Flavor Innovation: Regularly introducing seasonal or trendy flavors, such as pumpkin spice or salted caramel, can attract interest and encourage repeat purchases.
- Health-Conscious Options: Developing alternative versions that cater to dietary preferences, including gluten-free and reduced-sugar options, can broaden the market reach.
- Enhanced Packaging: Designing packaging that allows for easy microwave preparation while presenting an appealing aesthetic can enhance the unboxing experience and reduce preparation hassles for consumers.
- Product Bundles: Creating multi-pack offerings that provide variety or family-sized portions could appeal to households, offering better value without compromising quality.
The overall strategy should include a strong focus on promoting these changes through targeted marketing campaigns, positioning Warm Delights as the ideal solution for those seeking indulgence with a twist of convenience.
In conclusion, by targeting the right market, strategically positioning the brand, and implementing thoughtful product changes, General Mills can successfully grow the Warm Delights brand and ensure long-term viability in a competitive marketplace.
References
- DeMers, J. (2017). 5 Benefits of Influencer Marketing. Forbes.
- Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
- Nielsen. (2018). The Power of Indulgent Treats. Nielsen Insights.
- Smith, S. (2020). Consumer Behavior in Marketing: A Review of Trends. Journal of Marketing Trends.
- Statista. (2021). Market Overview: Frozen Foods. Statista.
- Blake, M. (2019). Packaging Innovations Drive Sales for Food Products. Food & Beverage Journal.
- Choi, J. (2020). Health Trends in Food: Consumers Seeking Indulgence & Health. Food Marketing Research.
- Williams, R. (2022). Creating a Brand Strategy in Competitive Markets. Brand Management Today.
- Anderson, C. (2020). Trends in Dessert Consumption: Implications for Brands. International Journal of Consumer Studies.
- Frost, R. (2021). The Future of Indulgence: What Do Consumers Want? Journal of Food Marketing.