Now with the Kellogg case, the type of case that you are reviewing today,
is more of a decision-oriented case, based upon the techniques that they use.
So there are multiple problems that you could have identified.
And in the evaluation of your problem statement,
there are two major ones that I wanted to see come out in your review.
One is, should Kellogg conduct consumer insight research
on the brand extension development and launch of Crunchy Nut Bites?
A brand extension means that you have current line of products, and
you are extending that brand with a slight modification to reach a new target market.
The second question that you will have to answer is,
what type of research should Kellogg conduct to increase its chances of
success when it launches the product Crunchy Nut Bites.
Now if you have both of these in your problem statement,
then you're probably closer to the ideal answer that I was looking for.
If you have one or more of these particular decision problem,
you're headed in the right direction.
But you may fall somewhat short in terms of your recommendation,
if you don't talk about whether or not they should conduct research.
And the reasons they should conduct it.
And at the same time, what type of research they should conduct.
Consumer insight research is carried out with two major purposes.
It helps firms to make new product and
marketing decisions, such in the case with Crunchy Nut Bites.
We're trying to decide whether or not we should market this brand extension, and
how best to market the brand extension.
The second key objective is, it reduces our risk,
as we're investing in development of this product extension.
Or this brand extension, such that we have identified a market based upon the need.
That coincides with that particular product, in this case, Crunchy Nut Bites.
So we gathered data from a number of different sources to identify
specific needs of the customers today and in the future.
To help understand how to market the product in terms of the price,
how to promote the product, how to distribute the product.
In the long term, we're trying to determine if we can increase the usage
of this particular brand extension,
without killing sales to our current products, but adding additional
sales from consumers that we might not be gathering at this particular point.