TY Marketing Project: Turbo Wheat

TY Marketing Project
Designing a Breakfast Cereal
Turbo Wheat
By Grace Cannon, Jessica Doherty, Aoife Curran,

Hannah OConnor, Patrick Breslin and Emma Boyle
Task One: Write a general plan for

the new breakfast cereal.
For our Enterprise project we were asked to design a breakfast cereal to
be put on the market.Our product is aimed for adolescents and
teenagers between the ages of 12 and 18.
This cereal must contain less than 4% Fat, one gram of sodium and less
than 10g of sugar to keep within the Recommended Daily Allowance. We
must encourage children and teenagers to eat a healthy, balanced
breakfast each morning to give them sufficient energy that lasts
throughout the day, unlike the sugary cereals that gives you a quick
burst of energy that only lasts a short while, leaving you drained for the
rest of the day.
We must create a marketing plan, outlining all the details about our
product, along with our market research, advertising and where we will
sell the product. We must insure that its not all about making a profit, but
also taking away market share from the companys main competitor.
THE PLAN
We got into groups and put our heads together to come up with a name
and breakfast. We decided we would name our cereal Turbo Wheat. On
deciding the name, we said our cereal was going to be a healthy,
nutritious energy cereal for children and teenagers to give them slow
released energy throughout the day. In this way, adults would be more
likely to choose our cereal for their children rather than a cheap, sugary
cereal such as Coco Pops as it would benefit their child in many more
ways.
After deciding on this we looked at our main competitors. These were
mainly the healthy cereal range for children such as Weetabix, Ready
Brek and even some competition from popular child cereal brands like
Nestl and Kelloggs. Because of this, we had to make sure we had
plenty of advertising through TV, radio, billboards and magazine to
promote our product. Producing ads of a cheetah astronaut flying out to
space while eating our cereal will encourage children to buy it. Also we
will mention the collectibles, toys and tokens in our ads to provide the
customers with adequate information.We also decided to make our
1
cereal a little more unique by adding in toys and using tokens to win
prizes.This will encourage and excite children especially, making them
want to buy our product and in turn selling our cereal better.
After looking at the prices of similar cereals, we calculated a mean price
of 3.68 for a 750g box of Turbo Wheat. This is a decent price as
compared to 750g box of the next competitor, Ready Brek which is
4.39.
We would hope to sell our cereals in as many shops and supermarkets
as possible such as Supervalu, Centra and Tesco. We realise that these
shops arent everywhere so we would also like to sell our cereals in
smaller, family run shops.
With the advertisement, persuading toys and collectibles and a decent
price for a healthy breakfast cereal, we believe our product will sell well
against competitors.
Task 2- Market research

You need to collect information about existing breakfast cereals / bars
that are already sold in supermarkets. You need to find out:
Brand names
Types of cereal - plain/ sugar coated/ flavoured/ whole grain
etc
Prices
Any special offers attached to them- events/ free gifts/ linked
products etc
Nutritional content
You need to record this information in a table so that it will be easy to
compare the different cereals.
Table of Cereals
Brand names
Types of
cereal
Prices
Nutritional content
Coco- pops
*Flavoured
295 grams =
Calories = 389
*Sugar coated
3.61
550 grams =
4.69
800 grams =
7.16
Protein = 5
Carbohydrate = 86
Fat = 2.9
Fibre = 1.9
Alcohol = 0
(per 100 grams)
Rice krispies
*Crunchy,
crisp cereal
700 grams =
5.80
Calories = 381
Protein = 7
Carbohydrate = 85
Fat = 2.1
Fibre = 1.12
Alcohol = 0
( per 100 grams )
Corn flakes
*Corn, low fat

content
500 grams =
2.00
1kg = 5.41
Calories = 357
Protein = 8
Carbohydrate = 84
Fat = 0.4
Fibre = 3
Alcohol =0
(per 100 grams)
Weetabix
*Wheaty,
healthy cereal
215 grams =
3.22
430 grams =
3.22
860 grams =
6.12
1.29kg =
8.99
Calories = 134.3
Protein = 4.3
Carbohydrate =
25.7
Fat = 0.8
Fibre = 3.8
Alcohol = 0
(per 2 biscuits)
Task Three- Market Research

Questions we asked the public:
1. What do you look for in a particular type of cereal?
Nutrition and Taste(two best answers)
2. Are you worried about the sugar content of cereal in
general?
Yes and No (two best answers)
3. What attracts you to a particular type of cereal?
Taste and Nutrition ()
4. Do you eat breakfast regularly?
Yes and No ()
5. What type of cereal would you usually go for (plain, sugar
coated etc.)?
With Fibre, Nutrition etc and Sugar coated ()
6. Would you prefer cereal or cereal bars?
Cereal and Cereal Bars()
7. Do you look for the nutritional value on the box?
Yes and No ()
8. Do you think that its important that children eat a healthy
breakfast?
Yes and No ()
9. Do you like for cereal to be colourful?
Yes and No()
10.
Do you put anything extra into your breakfast? E.g fruit,
sugar etc.
Yes and No()
We asked 25 people these questions and here are the results.
We did the survey in supervalu.
(The second bar with no name underneath, it is the other answer)
Task Four - Designing the new Cereal

Product
The Name of the Cereal : Turbo Wheat
The Type of Cereal : A wheat energy cereal
Nutritional Content :
Nutrition
Per 100g
Per Serving
%RI* per 100g
Energy
1531 kJ / 362 kcal
574 kJ / 136 kcal
Fat
2.0g
0.8g
0.6g
0.2g
69g
26g
4.4g
1.7g
Fibre
10g
3.8g
Protein
12g
4.5g
Salt
0.28g
0.10g
Thiamin (B1)
0.94mg
0.35mg
85
Riboflavin (B2)
1.2mg
0.45mg
86
Niacin
14mg
5.3mg
88
Folic Acid
170g
64g
85
Iron
12mg
4.5mg
86
of which saturates
Carbohydrates
of which sugars
How did we decide on the new cereal?
We decided we wanted to create a wheat energy cereal. We then

thought of the fastest animal in the jungle which was a cheetah so for
that reason we decided to use it for our cartoon character for the cereal.
Task Five - Pricing the cereal product

As part of the pricing of the product, we went to our local supermarket
called Supervalu. We wrote down some popular cereal brands; these fell
under the categories of healthy cereals,child cereals and wheat cereals.
We also took note of their prices and calculated an average price out of
these prices.
Here are the brands and prices we used.
Brand
Cereal
Weight
Nestl
Shredded Wheat
Weetabix
Weetabix 48 pack
860g
215g
6.12
2.49
Flahavans
Oat Bran Porridge
750g
1.86
Supervalu
Bran Flakes
750g
1.29
Kelloggs
Ancient Legends
320g
3.00
Kelloggs
Coco Pops
800g
295g
7.16
3.61
Kelloggs
Frosties
500g
3.95
Nestl
Golden Nuggets
375g
2.00
Nestl
Cheerios
800g
3.50
Nestl
Cookie Crisp
375g
3.99
Nestl
Shreddies
500g
3.49
Weetabix
Ready Brek
750g
450g
4.39
3.19
Kelloggs
Rice Krispies
700g
5.80
675g
360g
Price
3.99
2.99
With the information I got from these cereals, I will find a mean average by adding all
the prices of the same weight and finding a price. I will also take into account the
different brands, cereal type, weight and what the target audience the cereal is
aimed for.
The most common cereal weight is 750g. I will find out the price of a few 750g
cereals and calculate and average price from this strategy.
Cereal
Kelloggs Rice Krispies 750g
Price
5.80
Weetabix Ready Brek 750g
4.39
Supervalu Bran Flakes 750g
1.29
Flahavans Oat Bran Porridge 750g
1.86
Kelloggs Crunchy Nut 750g
4.00
Nestl Shreddies 750g
4.49
Kelloggs Frosties 750g
3.95
Mean Price = 3.68

Turbo Wheat 750g = 3.68
Advantages of using this method
We get a good price from using other popular cereals and
basing the price on the most common ones.
Our price is a reasonably cheap price. It will be more
satisfactory to the buyer if the price is reasonably low.
Disadvantages of using this method
Using only a few cereals will not give a satisfactory outcome.
The cereal prices from the shop brands are significantly lower than
those from better known brands such as Kelloggs and Nestl. This can
cause the outcome to be lower or higher than what it would be in normal
circumstances.
Task Seven : Where to Sell the new

product.
You need to explain where you will sell the new cereal product and why
this is a suitable...
Where we have chosen to sell our product is at Supervalu.
As you walk in the door there would be signs of the new product
visible,with it hanging from the ceiling and signs on the ground. As well
as having the product on the shelves as you walk in the door with colour
and rocket ships surrounding it. We would also have to show the fact
that its healthy and nutritious, it will be mentioned in the poster/billboard
etc. The promotional posters will also show the fact that there will be
magnets of different sorts and if you collect all of them then you will be
able to make the mascot for our cereal or to make a rocketship. This will
hopefully promote a good image for our product.
E.g for a promotional billboard/poster/banner etc.
Task Eight - Advertising

We are using posters to advertise our new cereal.
This advert is suitable because a poster is quick
and easy to read for parents. There is a lot of
colour on the poster so that would make it more
appealing to children and the cartoon character on
the box would also add to the appeal. There is a
free toy advertised on the poster so children would
gravitate towards it for that reason also. On the
poster it says packed with all the right nutrients for
your child so that would make the cereal more appealing to the parents.
Advantages of this advertisement

Poster advertisements are quick and easy to read for parents and
children and it can make a rapid impact.
Parents can quickly see what type of cereal it is and what it contains.
There is a lot of colour which would make a startling impact.
A free toy is advertised so the poster would appeal to children more
making them want to buy the cereal.
Disadvantages of this advertisement
The poster must attract the attention of the consumer and it has to
compete with other posters.
Preparing a poster can take just as much time as any other
advertisement and it must be perfect.
The poster must have a reduced content but still get to the point.
Deciding what to put on the poster and what to not put on the poster is
not easy.
The costs of advertising

You can advertise your product on the radio, the television or the
newspaper.
The Irish Times
Advertisement
size
Black and White One Colour
Full colour
Full Page
27,190
29,760
34,000
Half a Page
13,910
15,210
17,370
Quarter Page
7,540
8,280
9,440
Single Column
69.80
76.65
87.40
Bulletin Page
840
920
1,050
RT Radio 1 Weekday Spots

Time
Programme
Price
Pre 7:00
Risin Time
350
7:00 - 9:00
Morning Ireland
2,150
12:55 - 13:45
News at one
1,250
16:30 - 19:00
Drivetime
825
The cost of advertising be taken into consideration because the

company has to see if they have the suitable funds to be able to
advertise their product on either the television, radio or in the newspaper.
Task Nine - Promoting the new cereal

We decided to make eye-catching posters, advertising the cereal. We
have a character called Turbo, who is cheetah, astronaut. He is on the
front of the cereal box and also on our adverts,
e.g. television & radio.
In every box of cereal you will get a free figure of
Turbo the Cheetah, he could be dressed as an
astronaut, in a tutu, in his pajamas, in his
swimsuit, as a zookeeper, in a suit or even as a
pirate! Theres so many more to collect! During
the holidays Turbo will also be dressed up as
Santa, a witch or a bunny!
Also when you collect 10 tokens you can send away
for a limited edition rocket for Turbo! If you collect 50
tokens you can also get a Turbo Teddybear!
When our product first hits the shelves in the
supermarkets, we will give out free samples, to our
potential customers, to give them a chance to taste
this delicious new cereal.
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With every 5 boxes of cereal you buy, you then get money off your 6th
purchase.
We think this is a great way to promote our cereal, it appeals to parents
and children, because the parents get the money off and the children get
the toys.
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TY Marketing Project

Designing a Breakfast Cereal

By Grace Cannon, Jessica Doherty, Aoife Curran,

Task One: Write a general plan for

Task 2- Market research

*Corn, low fat

Task Three- Market Research

(The second bar with no name underneath, it is the other answer)

Task Four - Designing the new Cereal

%RI* per 100g

1531 kJ / 362 kcal

574 kJ / 136 kcal

How did we decide on the new cereal?

We decided we wanted to create a wheat energy cereal. We then

Task Five - Pricing the cereal product

Oat Bran Porridge

Weetabix Ready Brek 750g

Supervalu Bran Flakes 750g

Flahavans Oat Bran Porridge 750g

Kelloggs Crunchy Nut 750g

Nestl Shreddies 750g

Kelloggs Frosties 750g

Mean Price = 3.68

Task Seven : Where to Sell the new

E.g for a promotional billboard/poster/banner etc.

Task Eight - Advertising

Advantages of this advertisement

The costs of advertising

Black and White One Colour

RT Radio 1 Weekday Spots

The cost of advertising be taken into consideration because the

Task Nine - Promoting the new cereal

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