Bogey Bites Breakfast Cereal

Target Market:
Our target market are Baby Boomers and specifically older men who are still maintaining
an active lifestyle and participate in recreational sports. We are aiming for the middle class and
seeking to satisfy men who still value traditional meals and are health conscious.

Product Design:
Our product design has a simple and vintage aesthetic to allude to cereal boxes found
during the time period Baby Boomers grew up. Our box utilizes dark shades of maroon, brown
and deep turquoise in order to appeal to older men who will be drawn by the sophisticated tones
that convey a level of maturity. Because our target audience is
not impressed by loud and flashy imagery, designing our box
in a way that gives off a traditional feel allows the consumer
to recognize the design was not our main focus. It encourages
the consumer to trust our credibility since we are emphasizing
the quality and ingredients of the cereal rather than extreme
brand marketing.
Product survey and results
= results

1) Would you prefer dried fruits or grains in your cereal?

Dried Fruits : 3 Grain : 2

2) Is breakfast the most important meal of your day? Yes/ No

Yes : 3 No: 2

​3) ​How much are you willing to pay for your cereal?

a) $1.00- $2.00 ​A: 1

b) $2.00-$3.50 ​B: 3
c) $3.50 - $4.50 ​C: 1
d) Over $4.50 D: 0

4) ​Do you prefer a a cereal high in fiber or high in protein?

Fiber: 3 Protein : 2

5) ​Would you prefer square bites or cheerio shaped cereal?

Bites : 3 Cheerios :2

The results of our survey helped guide the choice of ingredients and production of Bogey
Bites. Dried fruits, fiber, and bite-sized shapes were favored by our target market and we worked
to fit those qualities within the common price range they were willing to pay. We decided to
keep our cereal as minimal as possible, while still maintaining our price goal of under $3.50.
Pricing:

Cost of market research: $0.20

Cost of advertising $0.35

Cost of distribution: $0.15

Cost of cereal $1.08

Cost of box: $0.82

Total production cost: $2.80

Profit to manufacturer: $0.36

Cost to retailers: $3.16

Profit to retailers: $0.25

 Cost to consumers: $3.41

Our survey results concluded that majority of our consumers are willing to pay between
$2.50 - $3.50 for their breakfast cereal. We were able to manage this demand and price Bogey
Bites at $3.41, making it affordable for our potential costumers.

Promotion/advertisement:

Our chosen promotion and advertising method are through radio, Facebook advertising,
and television commercials. Since our target market is elderly, we decided on methods of
advertising they are the most exposed to yet are still somewhat modern. We have invested our
money into a celebrity endorsement by the name of Arnold Palmer- a famous golfer- to
emphasize the greatness and legacy we hope our cereal conveys. Through the appeal of ethos in
our marketing, Palmer gives our cereal more credibility and will also provide a reminiscent
feeling to our brand. Promotion of Bogey bites will remain simple and straightforward- again
reinforcing the idea that it is the quality and value of our cereal that counts, not the flashy
marketing.
Our slogan - “Shoot your shot… it never gets old” - serves to inspire our customers that
treating their bodies right, will produce progress in their athletics. Not only this but by using
light-humor, we are creating a more personal connection to the consumers, who recognize their
body aches as a sign of aging.

Place :
Bogey Bites will be available along the East and West coast, where the climate, on top of
developed urban areas encourages leisure sports like golf and tennis for the elderly. Bogey Bites
will be sold in generic grocery stores that have maintained their title throughout generations, as
our target market is not concerned with trendy food shopping. These stores include; Safeway,
Target, Costco, and Lucky's. Distribution and advertising will be invested especially in
California and Maryland, where an active lifestyle after retirement is popular.

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14648/2017/03/active_retirement_2017_2_map.png

Marketing Strategy​:

The marketing strategy that will be effective to sell our product is to advertise the cereal
to a very specific group. In the case of Bogey Bites, our target market is older men who are still
health conscious and continue to live an active life, causing them to seek out healthy breakfast
foods. Baby Boomers are often left out of the marketing world due to businesses shying away
from older generations and focusing on capturing younger audiences that are vulnerable to
obvious marketing. The idea behind our marketing strategy is that consumers will see our
product and think ‘Finally! Something for me!.” We want them to feel included in this market,
especially when shopping for breakfast cereals. Not only that, but we hope our consumers
understand we recognize they are wise enough to see through cheap marketing strategies, which
is why our advertisements will be kept honest and true to our companies values.