Scenario 11-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. Still, General Mills brand like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows that they must stimulate consumer demand for their brands, but they must also stimulate retailer support for these brands as well. Their market research shows that some consumers are very loyal to certain brands of cereal, but most consumers are interested in 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 their brand when shopping for breakfast cereal.
-(Scenario 11-4) General Mills has experimented with selling "two packs" of several brands of cereal. These are two standard size boxes of cereal shrink wrapped together and offered at a special price. The objective for this form of consumer-market sales promotion is likely to ____.

Question

Quizplus · Accepted Answer

The objective for selling "two packs" of several brands of cereal at a special price is likely to stimulate a larger purchase, as it encourages consumers to buy more cereal than they typically would by offering a promotional price for buying two boxes together. This form of sales promotion can also help General Mills to stimulate retailer support by increasing the volume of their products sold.

Scenario 11-4 General Mills Brand Breakfast Cereals Face Strong Competition in the in the Dry