2. Salient points of the case
Nutri-Grain conceived as a breakfast substitute cereal
Launched in ’97 and initial success (50% of growing
cereal market in 2 years)
Sales increase steadily till ’02
Competition from internal and external products
’04 – Sales decline
Full market, product on life support
3. Question
Should the brand Nutri-Grain and the
products beneath it be
Withdrawn ?
Revitalized ?
4. Flow of models
Brand Brand
Personality Asset Positioning
Valuator
20. Positioning
Only
Product
baked
features
product
Image Healthy
Product Class
Change to Product
dissociation and
“Healthy benefits
Convinient
& Tasty”
Positioning
USP product User
Realistic
Competition Categories
Snackers
Prioritization
Usage
All Day
occasions
Snack
22. Recommendations
This market thrives on ability to bring in a
variety of choices.
Market
Kids Teens/ Adults
Adolescents
• More flavors • More health conscious • More fibers in the diet.
segment.
• Attractive packaging • Can be advertised as a
• More focus on healthy customized product for
• Animated shapes of
and low fat diet the age group.
cereals
offerings.
• Special gifts such as
small toys within
packs.