The Breakfast Cereal

Table of Contents

01. Executive summary

02. Introduction

2.1 Importance of Breakfast Cereal

2.2 Reason why we selected teenagers
2.3. Objectives

03. Situational Analysis

04. Methodology

05. Conclusion
 01. Executive Summary

Food is one of the most important physiological needs of humans. Experts worldwide agree that
breakfast is the most important meal of the day. It is the best way to kick of a healthy start to a
day as it contains low-fat, nutrient dense food with many essential vitamins and minerals.

In our report we mainly deal with the new product line and designed the packaging and market
segmentation with leveling of the healthy drink. This report will help to determine the in-depth
information and stand out position in the market.

We sum this philosophy up in four simple words – Good food, Good health – it’s reflecting in
everything we do and extending beyond what we make. On our path to being the leading food,
nutrition, health and wellness business company, we will continue to ensure that we do
everything we can to build big. Our products have been available in Sri Lanka. Our company has
not introduced any breakfast cereal drink before. So it has decided to introduce new product line
of drink, which will be healthy, nutritious and very delicious compare to other drinks in Sri
Lanka.

02. Introduction

Missing breakfast is the major problem almost all the countries people face today Specially Sri
Lanka. Sri Lanka is a developing country with so many resources but still there are so many
people who missing their breakfast regularly. Some of the main reasons for this situation are
poverty, increasing unemployment level and food shortage. This type of situation Cereals have
been a crucial part of mankind’s morning meal since time immemorial.

In this report we are not considered all the people who living in Sri Lanka. We considered only
teenagers 18 to 35 the people who studying and go to working.

2.1 Importance of Breakfast Cereal

Breakfast is a great way to give the body the refueling it needs. People who eat breakfast tend to
eat healthier overall and are more likely to be physically active – two great ways to help maintain
a healthy weight.
Skipping breakfast can make feel tired, restless, or boring. In the morning, their bodies need to
refuel for the day ahead. Their mood and energy can drop by midmorning if they don’t eat
something for breakfast.

Breakfast kick-starts the body’s metabolism, the process by which the body converts the fuel in
food to energy. When the metabolism gets moving, the body starts burning calories. And
somebody says that bodies burn calories better in the morning than late at night.

People who skip their breakfast they may:

 Over eat at later meals.

 Eat late at night.

2.2 Reason why we selected teenagers

Commonly reasons for breakfast skipping teenagers include those related to a lack of time,
enjoyment of breakfast, or feelings of hunger in the morning, and weight control. Breakfast
skipping is most prevalent among females and males (18 to 35) further, as with many health
related behaviors and other unhealthy behavior such as poor diet, exercise and sleep habits.

So in this regard we are selecting them and introduce our new drink item to them to provide low-
fat, nutrient dense food with many essential vitamins and minerals. This is our main target to
introducing our product to the teenagers and protecting them from the missing breakfast
behavior.

2.3. Objectives

 Our main objective is Good food – Good health.

 Providing a equal food for breakfast.
 Earning the customer loyalty about the product
 To build mutual trust with consumers.
 To maintain the good health those who are missing breakfast regularly.

03. Situational Analysis

The situation analysis incorporates both the internal and external marketing environments for the
new products.
 04. Methodology

 Here the main consideration was gathering information about the teenagers and to reduce
their behavior of missing breakfast within Sri Lanka. In this method first we are decide to
segmenting consumer markets and after that launch the product to the market. They are,
01. Geographic segmentation
Under this segment there are so many factors like nations, states, region and cities. Here
we are selected only our nation and launch our product within Sri Lanka.

02. Demographic segmentation

There are so many demographic factors like age, gender, income and family size, etc.
Here we are considered demographic segment age only. We are launching our products to
teenagers (18 to 35).

03. Psychographic segmentation

Here we are considered about teenager’s life style. If we take 18-35 teenagers they have
no time to take breakfast regularly. The reason lack of time and pressure of working place
and it’s habitual for them. In this regard we are targeting teenagers.

 Recently our marketing team made a research about the breakfast cereal in Sri Lanka.
Many cereals aimed at people that are very high in salt and sugar. It’s actually hard to get
them to accept the lower sugar options anymore. This is not a fair product.

So we are decided to launch our product with low sugar and salt level with high protein,
vitamins and nutrition level. Our main target is save the people by giving our product to
the people which we selected.

The graph shows that who needs breakfast cereal regularly in Sri Lanka. The details are collected
by our marketing team.
 Breakfast Cereal
40%
35%
30%
25%
20%
15%
10%
5%
0%
18 to 35
10 to 15
40 to 65 Percentage
Above 65

05. Conclusion

Our company researched to launch the breakfast cereal drink within the place of Sri Lanka with
the ultimate purpose of enhancing the efficiency of providing our breakfast cereal drink and
reducing the level of missing breakfast. In our country especially teenagers are missing to take
their breakfast every morning. This is an unhealthy behavior. If this happened continuously they
have to face many problems and challenges. To avoid this problem our company introduce new
product. It is drink.

Anybody can use our product for breakfast but our main target is teenagers (18 – 35). It’s not
same like other breakfast cereal. It’s different from other products such as Package, designing,
price and ingredients. It’s very healthier and it has no side effect to the body.