Cheerios Target Market Analysis

Many steps are taken while marketing a product or company, such defining a target market and researching the best approach to gain customers (Solomon, Marshall, & Stuart, 2012). Due to market fragmentation, many markets can be divided into small subgroups allowing for a better marketing approach. As seen in the marketing approach of the product Cheerios, understanding smaller target groups can create specialized campaigns to reach consumers, which increases brand loyalty and sales. In 2014, Mark Addicks, General Mills Chief Marketing Officer, stated with the new technology age his company has began a new approach focusing on new target markets such as expectant moms, which require folic acid that can be found in Cheerios (Schultz, 2014). Cheerios

also targets other subgroups such as those consumers looking for heart health, family health, and companies that strengthen their communities (Get to Know Cheerios, n.d.). The two most prevalent markets I derive from its website are health conscious consumers and parents concerned with their family’s health. Cheerios advertises as gluten-free and heart healthy, which can increase interest in consumers looking to buy natural products as well as those with cholesterol. Next the company states its cereal is child friendly and boosts families, who enjoy the product together thus increasing their bond. Many parents are busy, especially in the morning, so if they feel this cereal is the best and quick option for their family they will purchase it. As many products on the market, Cheerios is focusing on increasing consumer loyalty by showcasing its qualities that improve health and family.