Marketing

Marketing

assume the role of brand manager for Lucky Charms. Your goal is to develop

a product strategy to reverse the declining sales trend (i.e., increase sales of Lucky Charms cereal).

1. Why are cereal sales declining in the U.S.? What environmental factors (e.g., competition,

consumer trends, economic factors, technological factors, etc.) are affecting cereal sales?

2. What type of targeting strategy is used for Lucky Charms? And who is(are) Lucky Charms’ target

market(s)? Finally, how is Lucky Charms positioned to this markets?

3. What do you recommend to General Mills to increase sales of Lucky Charms?

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