Marketing Lesson: Kellogg’s Cereal Creation Activity
Lesson Description
Product creation and market research go hand-in-hand. If a company is going to spend millions of dollars developing
Puzzle Puffs - Student Created Cereal
and promoting a product, they need to be fairly certain that there will be a market for the product. Of course, companies don’t always get it right (Arch Deluxe with a New Coke, anyone?). But, generally speaking, the more information a company has about their customer’s preferences, the more likely they will be able to create a successful product.
In this hands-on activity, students develop a new cereal concept for Kellogg’s. The activity starts with students reading a short case about Kellog’s slumping cereal sales (see link below). Then students divide up into groups and conduct market research using surveys or focus groups.
After conducting their market research, the groups each create a new cereal based on their findings. Ideally, students will have experience with Adobe Photoshop or a similar graphics editing program. This will help them in creating an attractive design that fits over the top of a regular cereal box.
Resources:
Cereal Creation Project – Instructions and Case Reading
Cereal Creation Project – Sample Student Survey
Marketing Basics – PowerPoint slides from classroom discussion
Possible Lesson Extensions
- Home Economics – Students could make prototypes of their cereal
- Math – Students could use sampling techniques as part of their surveys
- Marketing – Students could develop a promotional campaign for their cereal (radio, television, “new” media, etc.)
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