29 Jun Video Case 9-General Mills Warm Delights
Question
Please review the case study as written in your textbook as well as the online video provided by the publisher. The video case can be accessed here: Video Case 9: General Mills Warm Delights . After you have completed these activities, please answer the following questions in paragraph form. Be sure to include the question number in your response. Please proofread your post carefully for grammar and spelling. After you have composed and submitted your response, please review the responses of your classmates and respond to at least 2 of your their posts.
What is the competitive set of desserts in which Warm Delights is located?
A: Who is the target market? B: What is the point of difference in regard to the positioning for Warm Delights? C: What are the potential opportunities and hindrances of the target market and positioning?
A: What marketing research did Vivian Callaway execute? B: What were the critical questions for which she sought research and expert advice? C: How did this affect the product’s marketing mix price, promotion, packaging, and distribution decisions?
A: What initial promotional plan directed to consumers in the target market did Callaway use? B: Why did this make sense to Callaway and her team when Warm Delights was launched?
If you were a consultant to Vivian Callaway, what product changes would you recommend to increase sales of Warm Delights?
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