Summary of – Good morning breakfast cereal: dimensioning challenge

Document Type

Article

Abstract

‘Good Morning’ breakfast cereal (GMBFC) is a new brand from MaltPro Ltd. with an objective to achieve an 8% market share in the first year of its launch in the Mumbai metro. The breakfast cereal market in India is growing rapidly, with customers seeking the time-saving convenience that ready-to-cook/eat food products offer. It is not just about convenience but also about delivering nutrition and taste, which are the critical minimum requirements for product acceptance.

MaltPro has a strong presence in the enterprise product segment with its malt, bakery, and multi-grain products. The challenges for a consumer brand lie in creating brand equity on the one hand and ubiquitous or compelling retail presence in the face of entrenched competition. MaltPro chose to create a competitive distribution reach and gain retailer support to beat the competition.

The case provides a broad ‘Go-to-Market’ context but focuses sharply on the channel and manpower dimensioning decision variables.

Decisions relating to channel and manpower dimensioning are often seen as qualitative and discretionary, based on the company’s objective. The case analysis presents a framework for quantitative expression of the underlying qualitative variables. In the process, the operational dynamics of redistribution are categorized clearly for a better understanding.

Study Background

NA

Research Goals and Hypotheses

NA

Methodological Approach

NA

Results and Discoveries

At the end of the session, the participants should be able to

1) Understand the principles and parameters for dimensioning channel and sales manpower in the FMCG context.

2) Apply weightage/trade-off to different parameters and develop a decision-making framework.

3) Appreciate the need to first define the channel objectives in the larger context of the overall marketing strategy.

This case can be used in the distribution module of the Marketing Management course, in business strategy, or in change management. It is also a good fit for discussing distribution channels in the Sales and Distribution management elective course. Finally, it is appropriate for use in executive education programs.

Citation to the base paper:

Mahadevan, S., Thanigan, J., & Reddy, S. (2022). Good Morning Breakfast Cereal: Dimensioning Challenge. Asian Case Research Journal, 26(2) 10.1142/S0218927522500067

Publication Date

2022

Recommended Citation

Mahadevan, S., Thanigan, J., & Reddy, S. (2022). Good Morning Breakfast Cereal: Dimensioning Challenge. Asian Case Research Journal, 26(2) 10.1142/S0218927522500067

Publication Date

2022

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