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Module 11 General Mills Warm Delights Indulgent, Delicious, and Gooey

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Q 1. What is the competitive set of desserts in which Warm delights is located? 2. (a) Who is the target market? (b) What is the point of difference on the positioning for Warm delights? (c) What are the potential opportunities and hindrances of the target market and positioning? 3. (a) What marketing research did Vivian Callaway execute? (b) What were the critical questions that led her to conduct research and seek expert advice? (c) How did this affect the product's marketing mix price, promotion, packaging, and distribution decisions? 4. (a) What initial promotional plan directed to consumers in the target market did Callaway use? (b) Why did this make sense to Callaway and her team when Warm delights was launched? 5. If you were a consultant to Vivian Callaway, what product changes would you recommend to increase sales of Warm Delights?

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1. The competitive set of desserts in which Warm delights is located is desserts served in boxes in the form of treats. These are served in single boxes in the form of single serve. These treats are sweet in taste. 2. (a) The target market of Warm delights is every female customer having preference for enjoying a treat personally. The targeted female customers will generally not have children.