General Mills

General Mills

General Mills is an American fortune 500 corporation. Primarily concerned with food products and headquartered in Minneapolis, Minnesota. General Mills markets many known brands such as Betty Crocker, Yoplait, Colombo, Pillsbury, Green Giants, Old El Paso, Haagen-Dazs and Cheerios. Its brand portfolio includes more than 89 other leading US brands and numerous category leaders around the world.

Betty Crocker is a brand name and trademark of General Mills. The name Betty was selected because it was viewed as a cheery, all America name. It was paired with the last name Crocker in honor of William Crocker, a Washburn Crosby company director. Betty Crocker Warm Delights is a convenient and affordable desert that targets the on the go women who want a small, personal treat.

Problem:

A problem that Betty Crocker Warm Delights has is its target market of on the go women. General Mills hired consultants and an ad agency and they revealed that the heaviest buyers of premium treats are women without children. I believe the target market is a problem because the marketing of the product to single women without children is extremely limited.

Solution:

I believe the best possible solution would be to create other Warm Delights products to target men and all women. General Mills has a great brand in Betty Crocker and stands out among its competitors in the cake aisle. Creating new products will expand the target market and will create new revenue for General Mills.

Questions:

1. What is the competitive set of desserts in which Warm Delights is located?

Baking mix products such as cake mixes, brownies, cookie mixes and muffin mixes. Indulgence treats products and anything you will find in your local baking aisle. Warm Delights marketing team wanted Warm Delights to stand out from the other baking goods and reinvent a traditional treat.

2A. Who is the target market?

Betty Crocker Warm Delights target the on the go women.

B....