Enterprise Marketing Project

Marketing a breakfast cereal

TURBO WHEAT

By Emma Boyle 4a

Turbo Wheat: A brief summary

As part of our enterprise project Transition years were asked to undertake a
marketing project that involved putting a new breakfast cereal out on the
market. The breakfast cereal had to be for children and teenagers and had to
have a detailed account on nutritional information, how we would price the
product, where we would sell it, how we would advertise it and would we ad in
any extra features to be more successful in selling our breakfast over other
competitors.
In my group, we got together and discussed our breakfast. We named it Turbo
Wheat.
A wheat cereal that gives you energy for an action packed day
thats outta this world.
We decided we would have a cartoon mascot on our cereal box to draw the
attention of young children. We also decided to put toys and magnets in our
cereal for young children to collect. Tokens would come with each box and if you
collected a certain amount you could win a toy rocket, a cheetah teddy and
various other toys.We would also have plenty of advertisement to promote our
product to the public. Television adverts and radio dialogues would capture the
childrens attention the most rather than newspaper ads.Using both local, small,
family - run shops and city shopping centre supermarkets would make our cereal
available in rural and urban areas.
Some of these may include Tesco, Lidl, Centra, Aldi, Spar or Londis.
Coming up with a decent price for our project was not very easy. Looking at
similar or popular cereals, we added the prices together and divided by the total
number to get an average price which was 3.68 for a 750g box of Turbo Wheat
cereal. We learnt most of our information from surveys. We handed out surveys
to customers in Supervalu asking them questions on breakfast. The results we
got back helped us to make important decisions on our cereal.

My part in the project:

To complete the project in time, we had to give everyone at least two tasks to
complete. I was in charge of completing task one and task five. Here are the
tasks and what i did for each:

Task one: write a general plan for the new

breakfast cereal.
Task one was introducing our cereal name and details. Our name is Turbo Wheat
and our cereal is a nutritious wheat based one. I also had to describe the design
of the cereal, how we would advertise it, our target audience, how we would
price our cereal, where we would sell it, how we would include toys, tokens and
prizes and how doing a survey would help us make important decisions with our
cereal.

Task Five: Pricing the product.

Task five was sorting out the weight and price of our cereal by collecting
information from other cereals and making a table of it. Using the table, we then
calculated a price from the average of the cereal prices. This ended up as 3.68
for a 750g box of cereal.Here is the table i used for the calculations:

Brand

Cereal

Nestl

Shredded Wheat

Weetabix

Weetabix 48 pack

860g
215g

6.12
2.49

Flahavans

Oat Bran Porridge

750g

1.86

Supervalu

Bran Flakes

750g

1.29

Kelloggs

Ancient Legends

320g

3.00

Kelloggs

Coco Pops

800g
295g

7.16
3.61

Kelloggs

Frosties

500g

3.95

Nestl

Golden Nuggets

375g

2.00

Nestl

Cheerios

800g

3.50

Nestl

Cookie Crisp

375g

3.99

Nestl

Shreddies

500g

3.49

Weetabix

Ready Brek

750g
450g

4.39
3.19

Kelloggs

Rice Krispies

700g

5.80

Cereal
Kelloggs Rice Krispies 750g

Weight
675g
360g

Price
5.80

Price
3.99
2.99

Weetabix Ready Brek 750g

4.39

Supervalu Bran Flakes 750g

1.29

Flahavans Oat Bran Porridge 750g

1.86

Kelloggs Crunchy Nut 750g

4.00

Nestl Shreddies 750g

4.49

Kelloggs Frosties 750g

3.95

Mean Price = 3.68

Turbo Wheat 750g = 3.68