Apple Cinnamon Cheerios aims to position itself as a fun, tasty cereal that is also healthy for kids. It will launch a mascot and in-store displays to communicate its healthy benefits of apples and cinnamon while maintaining its fun image. This will help boost its visibility and sales. The brand expects to more than double its sales over the next few years by capturing the healthy and fun kids cereal segment.

1. Apple Cinnamon CheeriosGeneral Mills Case Competition |March 19th 2009 Brenda Balcazar Ibrahim Mir Ricardo Palacios Danielle Wedge

2. Brand Strategy Implementation Expected Results Consumer perceptions Portfolio Fit Agenda

3. Brand Strategy Positioning ACC as a fun, tasty cereal that is also healthy for kids! Healthy! Fun! Display! BRAND IMAGE BRAND VALUE BRAND VISIBILITY

4. Image Why a mascot? Children react more to images than words Align brand image with children’s values Create a positive relationship between the child and the brand that can be carried into adulthood Capture share of life for a segment where share of wallet is not possible

5. Value Did you know that apples help protect and strengthen your bones? Why Health? Increasing demand for healthy products that kids would actually like There are no competitors for the healthy & fun kids segment ACC is already healthy, same calories as Special K! ACC is made with apple puree and real cinnamon but it is not communicated Made with real cinnamon and apples !

6. Visibility Why Visibility? Opportunity to stand out Focus on kids’ cereal area Expand on healthy benefits Innovative displays with low costs Did you know that apples help protect and strengthen your bones?

7. Implementation

8. Phase 1: Mascot Wanted! Apple Cinnamon Cheerios Hep build the box! See reverse for details!

10. Creative in-store advertising

11. Cross Merchandising

12. Continue promoting health aspect while maintaining fun positionMade with Real Apples

13. Expected Results Projected Sales for ACC (Millions of CDN) 14.3 + 40% 10.2 + 50% We will more than double ACC sales 6.8 2009 2010 2011

14. Perceptual Map Fun Opportunity to position ACC as a fun and healthy product! Healthy

15. Portfolio Helps you stay regular Traditional Sweet & Healthy Sweet

16. Thank you!