Wake-Up Call
0425 Marketing Applications
TOPIC OR UNIT OF STUDY
Marketing Research and Information Management
CONTENT STANDARD(S) AND OBJECTIVE(S)
 Identify sources of error and bias (e.g., response errors, interviewer errors, non-response errors,
sample design)
(Activity 1)
 Evaluate questionnaire design (e.g., types of questions, question wording, routing, sequencing,
length, layout)
(Activity 1)
 Assess appropriateness of marketing research for problem/issue (e.g., research methods, sources
of information, timeliness of information, etc.)
(Activity 1 & 2)
 Write executive summaries
(Activity 3 & 4)
INTRODUCTION
Wake Up! That’s what businesses have to do when their products are no longer selling. Your company
has to make money, but for some reason, you aren’t making any more money, you are making less.
Kellogg’s cereal. You have to find a solution to this problem. Find a cereal that your customers will love
to eat.
ESSENTIAL QUESTION
How do businesses use market research/questionnaires to improve market ratio or improve sales?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
To complete this project, students will use basic terms and concepts, to complete the following
academic, technology, and entrepreneurship activities:
1. Academic activities – concept analysis, and critical thinking and writing skills;
2. Technology activities –use of MOS PowerPoint and Word;
3. Entrepreneurship activities – creating a new product, designing packaging, and working in
groups to complete the process.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will develop a product and complete market research based on their group decisions.
TASK(S)
 Identify Teams & Discuss Market Research Strategies
30 min
 Discuss questionnaires and surveys, develop questions after reading Activity 1
60 min
 Design and Begin Conducting Market Research with Activity 2
90 min
 Analyze Market Research and Begin Product Design continuing Activity 2
45 min
 Identify Valid vs. Reliable Research continuing Activity 2
45 min
 Complete Design continuing Activity 2
60 min
 Discuss Executive Summaries continuing Activity 2
30 min
 Explain Cereal Concepts during Presentation continuing Activity 2
90 min
RESOURCES
http://travisrmartin.com/lesson-plans/marketing-lesson-plans/
TECHNOLOGY USE
Computers, Websites listed above, Microsoft Word, and PowerPoint software.
EVALUATION
#1 – Activity 1 – Case Study
n/a
#2 – Activity 2 – Your mission – market research & production creation
125 pts
Total points for these activities
125 pts
Authentic assessments will be evaluated with the rubrics that are located on each activity
TIMELINE
Block scheduling-5 days, periods-10 days. This includes time for lecture, textbook readings, and
discussions. Depending on student’s ability, extended time may be needed on some projects.
Day 1 Assign Teams & Discuss Market Research Strategies
30 min
Discuss questionnaires and surveys, question development
60 min
Design and Begin Conducting Market Research
90 min
Analyze Market Research and Begin Product Design
45 min
Valid vs. Reliable Research
45 min
Day 4 Completed Design Due at End of Period
60 min
Discuss Executive Summaries
30 min
Day 5 Presentation of Cereal Concepts
90 min
CONCLUSION
At the conclusion of this project, students will understand how to conduct market research, analyze the
results of the research and use it to produce a new product or improve sales. They will summarize their
result in an executive summary and present their concepts to the class in groups.
Day 2
Day 3
Intro to Business Marketing Unit - Product Planning Case Study
CASE BACKGROUND
Kellogg's Quest for that Old Snap, Crackle, and Pop
Despite the breakfast king's world-famous brands, tastes are changing and sales are flat. Can it come
up with a winner?
After several consecutive years of disappointing results due mainly to slumping breakfast-cereal sales,
Kellogg (K ), the maker of Rice Krispies and Frosted Flakes, has leveled with investors. For most, the truth
hasn't been easy to swallow. Most analysts who follow the company's stock rate it a hold or neutral -and they don't expect much, if any, market appreciation this year. "The company really lowered
expectations substantially," says CS First Boston analyst David Nelson, who adds: "Kellogg finally fessed
up to the magnitude of the problem. Recognizing it was a positive, but this company still doesn't provide
a particularly exciting story."
The woes at Kellogg begin and end with the ready-to-eat cereal business. Sales across the industry are
declining. Since 1994, Kellogg's U.S. cereal sales have gone nowhere. Worse, the company has lost
market share to rivals General Mills, Post, and Quaker Oats. Just recently, General Mills, the maker of
Cheerios, surpassed Kellogg in total-dollar market share, even as major cereal companies saw slight
sales declines, according to Information Resources & Marketing, a research company based in Chicago.
General Mills now controls nearly 33% of the cereal market, vs. Kellogg's 30%. This is stunning
considering that Kellogg has reigned supreme in this business for decades. Getting the cereal business
moving will be a tricky proposition, but Gutierrez insists it can be done. It's hard to say how much
untapped value remains in these old brands. Gutierrez, who has spent his entire career at the company,
certainly knows the products. But he has been CEO less than two years and deserves a bit more time to
demonstrate whether or not he can turn this company around. The company has been reducing its
exposure to cereal for the past several years, selling snacks, such as Nutri-Grain breakfast bars, that can
be consumed in a car or on the train, unlike cereal with milk.
But, dry cereal still accounts for the overwhelming majority of Kellogg's $7 billion in annual revenue.
Gutierrez is hoping his product development department can create a new cereal that will help propel
growth in an industry that has gone soggy.
(Case adapted by Mr. Martin from 2/16/01 BusinessWeek article)
Kellogg’s Cereal Brands
Kellogg’s Cereal Brands - Your Mission
In this project you will be divided into teams of 3-4 to develop a concept for a new cereal to be sold by
Kellogg’s. The project will require completion of three separate activities:
I. Plan and conduct market research (surveys or focus group)
II. Analyze data from your market research
III. Create a cereal product that will complement Kellogg’s existing brands and be successful in the
marketplace (based on your market research)
a. In creating your cereal product, you will be coming up with an original brand name and
package design
Market Research
Points
5
5
5
5
2
3
Content
Points Earned
Clear outline plan for market research
Created survey 1—12 questions
Survey Analysis completed (show this on a rough draft), ambiguous wording was
changed, use plain language.
Completed surveys (25)
Define target market
Define wants and needs of target market
Total Points
_____ of 25
Cereal Box
Points
3
3
3
2
2
2
Content
Points Earned
Cereal Box attracts target market
Cereal box shows market research analysis was considered
Same media was used ( for example, one side is not markers, one computer
generated, one crayons, etc)
Contains Kellogg Logo
Contains Nutrition label and ingredients
Price is listed on UPC code
Total Points
_____ of 15
Executive Summary
Points
6
6
6
6
6
6
4
Content
Points Earned
Introduction to the problem
 Background information that motivates your work
 Restate the problem in your own words. Be precise in explaining to the
reader the question that your cereal answers
Explanation (and justification) of assumptions (or what you thought the people
would want in a cereal
Brief description of you research
Results
 A small table/graph/picture that is properly labeled that can explain the
results.
 Describe what the visual image shows and tell us about your cereal
Analysis
 Brief summary
 Tell the reader why your cereal is the solution to Kellogg’s problem.
Discussion of improvements that could have been made
No spelling or grammar errors
Total Points
____ of 30
Presentation
Pretend I am the head of Kellogg and you want me to choose your cereal to put on the shelves
Points Content
Points Earned
10
All team members participate
10
One slide tells about research and survey
10
One slide tells about the results and analysis
4
Include a picture of designed cereal box
4
Include Kellogg Logo
5
No spelling or grammar mistakes
5
Slides are creative, easy to read and understand
8
Presentation has continuity
Total Points ____ of 55 pts
Peer Evaluation
Peer Name
Grade
0 1
0 1
0 1
0 1
Name:
Comment
2
2
2
2
3
3
3
3
4
4
4
4