Abstract:

Although 30% Bran Flakes has performed well in the market place, only a limited amount of consumer feedback is currently available to guide creative planning. Such feedback is clearly required before a TV campaign is launched in the Granada area. Because awareness of 30% Bran Flakes is still relatively low, it was possible to treat it as essentially a new brand for the purposes of the present research. The primary objectives of the research were therefore as follows:

1. To optimize 30% Bran flakes brand positioning by clarifying the respective roles of iron, bran, and wheat;

2. To obtain firm guidelines for developing a relevant and persuasive TV campaign.