Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats.However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market.As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well.Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category.As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.
-(Scenario 15-4) The marketers at General Mills have learned that along with Kellogg's and Quaker Oats, they often target the same customers with their advertising.This problem of customers receiving too many messages from too many firms has been addressed with sales promotion tactics featured in advertising such as coupons included in magazine ads, or rebate offers mentioned in TV commercials.This is an example of promotion.

Question

Quizplus · Accepted Answer

The situation described in the scenario where General Mills and its competitors are targeting the same customers with their advertising and the use of sales promotion tactics to address this issue is an example of media clutter. Media clutter refers to the overwhelming number of advertisements that consumers are exposed to, leading to difficulty in breaking through the noise and getting their attention.

Scenario 15-4 General Mills, a Breakfast Cereal Brand, Faces Strong Competition in Competition