Marketing Currents - Business and Marketing Current Events

Kellogg’s wants you to add water to its new cereal


Kellogg’s wants you to add water to its new cereal. Really.

The company’s new “instabowls” look like traditional single-serve bowls — little tubs of cereal, designed to be eaten dry or with milk.

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Discussion Questions:

  1. Based on information from this story, describe Kellogg’s new “insta-bowls” product.
  2. Why do you think Kellogg’s created the new product?
  3. What is a brand?
  4. Is Kellogg’s a brand? Frosted Flakes? Froot Loops?
  5. How do you think Kellogg’s decided which varieties of cereal to offer?
  6. What is innovation?
  7. Is this an example of innovation? Why or why not?
  8. What is positioning?
  9. How would you describe Kellogg’s positioning strategy as it relates to its insta-bowls product?
  10. What is a target market?
  11. Who might represent Kellogg’s target audience with this product?
  12. What is the price point for the insta-bowls?
  13. How do you think they determined the price point for this product?
  14. Would you try the new product? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.