When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks, the aim was to increase usage among current customers. General Mills used a ________ strategy.

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BlackTom AI · Accepted Answer

The question describes a scenario where General Mills encouraged current consumers to lower their cholesterol by eating Cheerios twice daily for six weeks in order to increase usage among existing customers. This corresponds to a strategic concept in marketing.
Option discussion (without assuming the listed correct option at the outset):
- Market penetration: This strategy focuses on increasing the share of the current product within the existing market, typically by encouraging higher usage among current customers or attracting more frequent purchases. The scenario fits this well because the product (Cheerios) and the target market (existing customers) remain the same, while the goal is to boost frequency or quantity of use.
- Market development: This would involve expanding into new markets or new customer segments with the same product. The scenario does not involve new geographic regions, new demographics, or new distribution channels, so market development is not the best fit.
- Product development: This would entail creating and introducing a new or improved product to existing customers. In the described case, Cheerios remains the same product; there is no mention of a new formulation, variant, or entirely new product line.
- Diversification: This is the broadest form of growth, involving new products for new markets. Since there is no indication of venturing into new product categories or new markets, diversification does not align with the scenario.
Additional nuance: The emphasis on increasing usage among current customers is a classic hallmark of a market penetration tactic, which aims to deepen penetration within the existing market base rather than expanding into new markets or creating new products.
In summary, the described approach aligns with market penetration as the strategic objective, given the focus on higher usage by the same customer base rather than exploring new markets or new products.

MKTG1001 (ND) Practice early feedback task

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks, the aim was to increase usage among current customers. General Mills used a ________ strategy.

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