THIS iFORM iMUST iBE iCOMPLETED iAND iATTACHED iTO iEACH iASSIGNMENT iTHAT iYOU

iSUBMIT iTO iTHE iOAS iFOR iMARKING

PLAGIARISM iDECLARATION
I ideclare ithat ithe iattached iwork iis ientirely imy iown i(or iwhen isubmitted ito imeet ithe
irequirements iof ian iapproved igroup iassignment iis ithe iwork iof ithe igroup), iexcept iwhere

imaterials icited, iquoted ior iparaphrased iare iacknowledged iin ithe itext. iI ialso ideclare ithat ithis

iwork i/ iassignment ihas inot ibeen isubmitted ifor iassessment iin iany iother icourse ior iuniversity

iwithout idue iacknowledgement.

I iunderstand ithat iplagiarism, icollusion, iand icopying iare igrave iand iserious ioffences.
I iunderstand ithat idisciplinary iaction i(which imay iinclude ideduction iof imarks iin ithe iTMA) iwill
ibe itaken iagainst ime iif iI iam ifound ito ibe ian ioffender iof iTMA iplagiarism.

Full iname iand iIC iNo: i i i i i i i i i i i i i

Date: i15/10/2020

Course iAssessment i(CA)

Semester/Year JULY/2020
Student’s iName
Student’s iID iNo: 031180006
Course iCode BMK301/05
Course iTitle CONSUMER iBEHAVIOUR
Class iCode 3CON1
TMA iNo: 2
No. iof ipages iof ithis iTMA 11 iPages
i(including ithis ipage)

Tutor LIM iENG iKEAT

Course iCoordinator YAP iLI iLIAN
IIII T-DF ITMA IDeclaration iForm i(version i#002/2017)
QUESTION i1

Since ithe ioutburst iof iCovid-19, iGeneral iMills ihas ibeen iscrambling ito istay iahead iof ithe

i coronavirus ipandemic, iworking ito iward ioff ithe ivirus iin iits iproduction iplants iwhile istill imeeting ia

i surge iof idemand ion istore ishelves. iLet’s idiscuss ithe itarget imarket iand ipositioning istrategies ifor

i Product iA i(Cereals) i– iCheerios, iProduct iB i(Pizza i- iTonito), iProduct iC i(Baking i- iPillsbury) iand

i Product iD i(Nature iValley-Granola) iand isuggest iother isegments ithat iGeneral iMills imight ibe iable

i to isuccessfully itarget iat ithe itime iof iCovid-19.

Firstly, iProduct iA i(Cereals) i– iCheerios iis imade iwith i100 ipercent inatural igolden iwhole igrain ioats

i and ithe, iits iwholesome igoodness ifor itoddlers iand iadults. iCheerios, ias ipart iof ia ihealthy idiet, ithose

i who ieat iwhole igrains ihave ia ireduced irisk iof isome ichronic idiseases. iOats iare ithe ionly imajor

i breakfast icereal igrain iproven ito ihelp ilower icholesterol. iCheerios iis ia iperfect, icrunchy isnack

i anytime. iThe inew isegment iduring icovid-19 iis iDemographic. iA isimple iexample iof iB2C

i demographic isegmentation icould ibe ia iGeneral iMills ithat isells iCheerios ibrand. iThis icompany

i would ilikely itarget ian iaudience ifrom iyoung ito iold. iFood imanufacturers ihave igained iground ias

i consumers ifilled itheir ipantries iand irefrigerators ithis ispring ias ithe ipandemic iintensified iand

i officials iacross ithe icountry iclosed irestaurant idining irooms iand iadvised iconsumers ito istay iat

i home. iExecutives iat ipackaged-food imakers ihave isaid ithe isituation ihas igiven ithem ia ichance ito

i win iback ishoppers iwho ihad ipreviously ipursued ifresh ifood iand iniche, itrendy ibrands. i

Secondly, iProduct iB i(Pizza i– iTotino’s) isince, i1951, iwhen iRose iand iJim iTotino ibaked itheir ifirst

i pizza, iwe've ibeen iall iabout iserving iup iquick iand ifun ideliciousness. iAnd inow? iA icompany ithat

i began ias ia ifamily ipizza iparlor iin iMinneapolis, iMN, inow iserves iover i300 imillion iCrisp iCrust

i Party iPizzas ievery iyear. iTogether iwith itasty, ibite-sized iPizza iRoll is isnacks, ithey're ithe ibest

i selling ihot isnack iand ifrozen ipizza iin iAmerica itoday. iThe inew isegment iduring icovid-19 ipandemic
i is iPsychographic. iFor iexample, ithe iGeneral iMills iTotino iPizza ibrand imay ichoose ito ifocus ion

i customers iwho ivalue iquality iand istatus. iWhile ithe iB2B ienterprise imarketing iplatform imay itarget

i marketing imanagers iwho iare imotivated ito iincrease iproductivity iand ishow ivalue ito itheir iexecutive

i team.

Furthermore, iProduct iC i(Baking i- iPillsbury) iWhether ithat imeal iis ibreakfast, ilunch ior idinner, ithe

i brand ithat ibrings iyou ithe iPillsbury iBakeoff ican ilend ia ihand. iFamilies ihave itrusted iPillsbury ito

i make imealtimes ispecial ifor inearly i150 iyears. iTalk iabout ia itimesaver iand imake ithese ibig-batch

i recipes ithis iweekend iand ienjoy ithem ievery imorning iof ithe iweek. iOr, ieven ibetter: iMake ia ifew

i recipes, ifreeze iindividual iportions, iand idefrost ias ineeded ifor ihearty ihomemade ibreakfasts ithat iare

i ready iwhen iyou iare. iGone iare ithe ihectic imornings iwhen iyou ihave ito iskip ibreakfast ito isave itime.

i There’s ino iexcuse ito ipass ion ithe imost iimportant imeal iof ithe iday iwhen iyou ihave ithis igenius

i breakfast iburrito irecipe ion ihand. iYou ionly ineed iseven iingredients ito imake ieight iburritos, iand

i they iare iready iin i35 iminutes. iBut ifor ithose isuper ibusy idays, istore ithese iburritos iin iyour ifreezer

i and igrab ione ion iyour iway iout ithe idoor itwo iminutes iin ithe imicrowave iis iall iyou ineed ifor ithese

i frozen iburritos ito ibe ibreakfast-ready. iBiscuits ihave ia ilot ito ioffer ifor ibreakfast, ilunch, idinner ior

i dessert. iThey’re ibecoming ia ipivotal ipart iof ipeople’s iplates ithroughout ithe iyear, iwhether idining

i out ior ieating iat ihome. iAt ibreakfast, ibiscuit isandwiches iremain ithe imost ipopular itype iof isandwich,

i according ito ia i2016 iNPD iGroup/Crest istudy. iBiscuits ihave ialways ibeen ithe iultimate icomfort

i food, ibut inow iwe iare iseeing ithem igo ifrom isupporting icast imember ito icenter istage ion irestaurant

i menus,” isays iOsorio. i“With ispecialty ibiscuit ishops ipopping iup iand imore irestaurants iadding ithem

i to imenus, ibiscuits iare ihaving itheir imoment ias irestaurants idiscover ihow iversatile ithey iare ifor

i creating iendless imenu ioptions, ifrom isandwich icarriers ito icenter-of-the-plate iand iacross iall iday

i parts.” iThe inew isegment iduring icovid-19 iis iBehavioral iMarket iSegmentation. iBehavioral
i segmentation irequires iyou ito iknow iabout iyour icustomer’s iactions. iThese iactivities imay irelate ito

i how ia icustomer iinteracts iwith iyour ibrand ior ito iother iactivities ithat ihappen iaway ifrom iyour ibrand.

i For iexample, iduring icovid-19 ipandemic ieveryone ineed istay iat ihome iand iunable ito igo iout ito ibuy

i things iespecially iin icrowded iplace. iDue ito ithat iConsumers iare ibuy ifrom ionline iall itheir ineeds iand

i save itime. i

In iaddition, iProduct iD i(Nature iValley-Granola) iNature iValley iwas iestablished iin i1973 iwith ithe

i introduction iof igranola icereal. iThere iwas ijust ione iproblem: iit iwasn’t idesigned ito ibe ieaten ioutside.

i Nature iValley istarts iwith ithe ibest iingredients, ilike iwhole igrain ioats iand ipower-packed

i wholesome ipeanuts, ialmonds, iand inut ibutters. iToo imuch ichoice iis itoo imuch ifor iconsumers ito

i choose. iChoice iis igood, ibut ichoices ithat icrowd ishelves iwith ian iover-abundance iof ivarieties

i confuse icustomers. iAlthough iincreasingly iconsumers idesire ichoice, itoo imuch ichoice iincreases

i uncertainty, idecreases ispeed iof idecision-making iand irequires imore imental ieffort. iConsumers

i want imore ichoices ibut iat ithe isame itime, ithey iwant idecision imaking ito ibe isimple. iConsumers ilike

i the iidea iof ihaving ia iproduct iand/or iservice ithat imeets itheir ispecific ineeds. iBut, iwhen ifaced iwith

i vast iarray iof ichoices, ipeople ibecome iuncertain ias ito iwhich iis ithe iright ichoice. iThe inew isegment

i during icovid-19 iis iGeographic iMarket iSegmentation. iAn iexample iof igeographic isegmentation

i may ibe ithe iNature iValley iCompany ichoosing ito itarget icustomers iwho ilive iin ihigh ipopulation

i country iwhere itoo imuch ichoice ifor iconsumers ito ichoose. iThe imarketing iplatform imight ifocus

i their imarketing iefforts iaround iurban, icity icenters iwhere itheir itarget icustomer iis ilikely ito iwork.
QUESTION i2

The iCOVID-19 ipandemic iis ia iglobal ihealth icrisis ithat iis ialready ihaving idevastating iimpacts ion

i the iworld ieconomy iboth idirectly iand ithrough inecessary imeasures ito icontain ithe ispread iof ithe

i disease. iThese iimpacts iare ialso ibeing ifelt iby ithe ifood iand iagriculture isector. iWhile ithe isupply iof

i food ihas iheld iup iwell ito idate, iin imany icountries, ithe imeasures iput iin iplace ito icontain ithe ispread

i of ithe ivirus iare istarting ito idisrupt ithe isupply iof iagro-food iproducts ito imarkets iand iconsumers,

i both iwithin iand iacross iborders. iThe isector iis ialso iexperiencing ia isubstantial ishift iin ithe

i composition iand ifor isome icommodities ithe ilevel iof idemand. iThe igeneral imill, ifor iexample, itook

i some iways ito ihelp iconsumers ishift itheir iattitude ito istay iahead iof ithe iCovid-19 ipandemic iand

i taking isome iproactive isteps iin icontrolling ithis isituation.

Firstly, ithe iGeneral iMills igive imore ipriority ito idiverse iconsumer ineeds iduring ithis ipandemic.

i Such ias, iconsumers iare iunable ito igo iout iand ibuy itheir ineeds, iGeneral imills iprovide ionline

i shopping iplatform ito ilet iconsumers ibuy ifood ifrom itheir ihouses. iGeneral iMills inot istop itheir

i production iduring ithis icovid-19 ipandemic ito imake isure iall ithe iconsumers iget itheir ibenefits iand

i support. iContinuously, iGeneral iMills iproduced imore isupply ilet iconsumers ito istock iup iall itheirs

i needs iduring ithis ipandemic. iGeneral iMills icreates inew irecipes, ito imake isure iconsumers inot ibored

i to ieat iat ihome ibecause ithey iare iunable ito igo ia ishop iand ibuy itheir iown ifavorite imeals. iNot ionly

i that, iGeneral iMills imake itheir iproduction iin isafe iworking ienvironment ito imake isure ithe isupply

i healthy. iIn iadditionally, iGeneral iMills icreates inew iattitude ito ithe iconsumers isuch ias ito ilet ithem

i recreate itheir iown ifood iwithout igo iout iand ibuy. i

Furthermore, iGeneral iMills itaking ipro-active iapproach ito imanaging ithe imarketing ienvironment.

i General iMills iInc. ihas ibeen iscrambling ito istay iahead iof ithe icoronavirus ipandemic, iworking ito

i ward ioff ithe ivirus iin iits iproduction iplants iwhile istill imeeting ia isurge iof idemand ion istore ishelves.
i At imanufacturing iplants, imanagers icame iup iwith iplans ito ikeep iplants irunning iin icase ia inumber iof

i workers ibecame isick, iand itook isteps ito ireduce ithe ichance iof ioutbreaks. iAnd iit ireduced ithe ivariety

i of iproducts ito ihelp ikeep iup iwith ia isurge iof ibuying ifrom iconsumers, iwho ihave ibeen iclamoring ifor

i products ilike ibreakfast icereal iand icanned isoup icategories ithat ihaven't iseen ithis ilevel iof iactivity iin

i years ias iwell ias ibaking istaples. iGeneral iMills imaintain itheir iproduction iand idouble iup itheir

i supplies ito imake isure ithe iproduct isufficient ifor iconsumer ineeds iall ithe itime. iThis iwill ilet

i consumers ito ibuy iand istock iup itheir ineeds iat ihome iall ithe itime ito ito istay iahead iof ithe i2nd iCovid-

19 ipandemic.

General iMills imonitored iconsumer itrends, ias iCOVID-19 inews ireached ithe igeneral ipublic iand

i found iout ithat iconsumers igo ithrough iProactive ihealth-minded ibuying. iThey iincreased iinterest iin

i the iacquisition iof iproducts ithat imaintain iwell-being ior ihealth. i

Last ibut inot ileast, ito imaintain ithe iimage iof ithe icompany, ithe iwelfare iof iemployees ineeds ito ibe

i emphasized. iGeneral imills itook isafety imeasures iin icontrolling ithe itransmission iof icovid-19 iin

i their icompany. iBy iencouraging irotation ishifts iand ireducing istaff ito iwork iat ihome, iit ishows ithe

i proactive isteps itaken iby ithis icompany. iFor iexample, iif ithe iemployees iof ithe icompany iare iinfected

i with ithe ivirus ithen iautomatically ithe ifactory iand ioperations iof ithe icompany ishould ibe iclosed iand

i this iaffects ithe ioperations iand iprofits iof ithe icompany. iBefore ithis iconsumers ibuy iat irestaurant,

i walk iin ishops iand ishopping icomplex inow ithe isituation ichanged irecreate itheir ineeds ifrom ihome.

i For iexample icreate ifavorite ifood iat ihome iwith ithe ipresence iof iGeneral iMills.

In iconclusion, ithe iproactive isteps imake ithe iGeneral iMills imanaging iits imarketing ienvironment

i very iwell. iThis iis ian iimportant ifactor iin imaintaining iprofits ias iwell ias isecurity.
QUESTION i3

In icountries iheavily iimpacted iby iCOVID-19, iconsumers iare istockpiling ifood iand iother iessential

i items, iwhile iisolating ithemselves ifrom icrowds. iSo, inow iall itrying ito iavoid igoing iout ito ishop iin

i brick iand imortar istores. iThis ieffect iindirectly ibenefits ithe ieconomy iwith imany ientrepreneurs iand

i inventors iinvesting iand icreating isome ifacilities ito ipromote ithis iculture. iThere iare iseveral ithings

i that ican ibe idone ito imake ian ie-marketing icampaign isuccessful iin ithe ifood iindustry iand iothers.

The iproposal ifor ian ieffective ie-marketing icampaign ifor iGeneral iMills iis iLive ia iHealthy iLife iStyle

i to istay iahead iof ithe iCovid-19 ipandemic. iFor iexample iHost ian iEvent iand iPromote iIt ion iFacebook,

i to iattract iconsumers ion iGeneral iMills iproducts iand iits ibenefits. iIn ithe isame ihost ican itell ihow ito

i gain ithe iproduct isuch ias, iduring ithis ipandemic iconsumers iunable ito igo iout iand ibuy iso iprovide

i some ipromotion ior idiscounts ion ionline ishopping ito ilet iconsumers ibuy itheir ineeds iat iall ithe itime.

i Furthermore, ithis icampaign ilet iconsumer ito istock iup iall itheir ineeds iearlier ito istay iahead isecond

i pandemic iin ifuture. i

Not ionly ithat, iRun i“You iTube” iAds ifor iDistributorship iIf iyou iare iopen ito ioffering ifranchise

i opportunities, irunning iYou iTube iads ifor idistributorship icould ibe ia igreat iway ito imarket iGeneral

i Mills iproducts. iNot ionly ithat iit iwill ibe icreating iawareness iabout iGeneral iMills ibrand iand

i products, iyou iwill ialso ibe igetting ia ilot iof ioffers ifrom iprospective ipartners iwho iare iwilling ito

i distribute iyour iproducts iduring ithis icovid-19 ipandemic.

In iadditionally, iCreate iVisual iStories ion iInstagram iand iPromote iGeneral iMills. iThere iis inothing

i as ipowerful ias ia ivisual istory ion iInstagram iwhen iit icomes ito ie-marketing istrategies ifor ithe ifood

i industry. iDaily iHarvest iis ione iof ithe ibrands ithat iused ithis itechnique ito icreate iawareness iabout iits
i products. iThe iGeneral iMills iproducts igiant iused ia iseries iof itantalizing iimages ito ihelp iits iaudience

i explore ivarious ipossibilities iwith iGeneral iMills. iBy iusing ia istrategic iheadline iin iits istories, iDaily

i Harvest iclearly iemphasized ithe ivalue ithat iit ioffers ithrough iits iservice. iAlthough ithe itext ipart iin

i the istories iis ivery ibrief, iit iis ivery ieasy ito iread iand iunderstand iabout ithe iGeneral iMills ibenefits.

Last ibut inot ileast, icreate ia iBlog ifor iGeneral iMills. iBlogging iis ithe ibest iway ito imake isure iGeneral

i Mills iproducts igets isome ionline ivisibility. iAdding ia iblog ipage ito ithe iGeneral iMills iwebsite iand

i publishing iposts ion ia iregular ibasis ihelps iyou ishow iup ion ithe isearch iengine iresults ipages i(SERPs)

i and idrive itraffic ito ithe iGeneral iMills iwebsite. iHaving ia iblog ifor iyour ibusiness iis ithe ibest iway ito

i convert istrangers iinto ivisitors iand ivisitors iinto icustomers. iDuring ithis icovid-19 ipandemic

i consumers irecreate itheir iown ifood iand ifeel ibored ito ieat isame imeal ifor ibreakfast, ilunch iand

i dinner. iGeneral iMills imake ia ilist iof ivitamins iand iminerals ithat iare iincluded iin ithe ifood iproduct

i and iwrite iblog iposts iabout ihow ithese ivitamins iand iminerals ican iimprove ihealth. iGeneral iMills

i can ichoose ione iof ithe imain iingredients iof ithe ifood iproduct iand iwrite iabout iits ihealth ibenefits. iIt

i can iwrite ia ifun ipost iwith isimple irecipes ithat iinclude iGeneral iMills iitems ito iattract iconsumer ibuy

i stock iup ifor itheir ineeds.

In iconclusion, iGeneral iMills iare inot iactually imarketing itheir iproducts ithey iare ionly icreating

i interest iin iproducts itarget iconsumers ito ivisit iGeneral iMills iblog iand iread ithe icontent ibuy ithe

i products. iIt iis ia icontributor ito iincreasing iprofits ifor itraders iand ientrepreneurs ias iwell ias ihelping

i the icountry's ieconomy.

QUESTION i4

General iMills ia icompany ithat iuses isocial imedia ito itheir iadvantage. iThey inot ionly ilisten ito

i customers iand iengage ithem iin imeaningful iways, ibut ithey ialso ihave ifun idoing iit. icustomer-

relationship imanagement) imeans ibeing iwilling iand iable ito ichange iyour ibehavior itoward ian

i individual icustomer ibased ion iwhat ithe icustomer itells iyou iand iwhat ielse iyou iknow iabout ithat

i customer.

How iGeneral iMills iidentifying itheir icustomers? iGeneral iMills ilaunch ia isocial imedia iweb ipages

i help ito icollect iinformation iabout iconsumers i(and ithe icomputer ior idevice iyou iuse ito iaccess

i General iMill iSites) iin ia ivariety iof iways isuch ias i,You imay idirectly iprovide iinformation, iYou imay

i choose ito iallow ia isocial inetworking iservice ito ishare iinformation, ithey imay igather iother

i information iwhen iyou ivisit iGeneral iMill iSite ior iother iservices, ior iwhen iyou iview iGeneral iMill

i online iads, iand ithey ialso imay iobtain iadditional iinformation iabout iyou ifrom iother isources iwhere

i permitted iby ilaw. i iIt’s icritical ito iknow icustomers iin ias imuch idetail ias ipossible: inot ijust itheir

i names iand iaddressable icharacteristics i(such ias iaddresses, iphone inumbers, ior iaccount icodes), ibut

i their ihabits, ipreferences, iand iso iforth.

Furthermore, iinteracting iwith ithe icustomers iand iconsumers. iImproving iboth ithe icost-efficiency

i and ithe ieffectiveness iof iGeneral iMills iinteractions iwith icustomers iis ia icritical icomponent iof

i marketing iprogram. iCost-efficiency iimproves iby idirecting icustomer iinteractions itoward imore

i automated iand itherefore iless icostly ichannels. iFor iexample, iGeneral iMills ithat iprovides ihelpful,

i up-to-date iinformation iat iits iWeb isite iwon’t ineed ito ispend ias imuch ias iit ionce idid isupporting ia

i more iexpensive icall icenter. iEffectiveness iimproves iby igenerating itimely, irelevant iinformation,
i providing ieither ibetter iinsight iinto ia icustomer’s ineeds ior ia imore iaccurate ipicture iof ia icustomer’s

i value. iEvery iinteraction iwith ia icustomer ishould itake iplace iin ithe icontext iof iall iprevious

i interactions iwith ithat iconsumers. iA iconversation ishould ipick iup iwhere ithe ilast ione ileft ioff,

i whether ithe iprevious iinteraction ioccurred ilast inight ior ilast imonth, iat ithe icall icenter ior ion ithe

i company iWeb isite.

In iaddition, iGeneral iMills icontrol iover icustomer’s iinformation; iExercising iConsumer irights iand

i choices. iCustomers ialways ihave ithe iright ito ireview iand iupdate ithe iinformation ithat ithey

i previously iprovided ito ithe iGeneral iMills iSite. iThey imay icontact iGeneral iMills ias idescribed iin ithe

i "How ito icontact ius iand ihow ito iexercise ithe iprivacy irights" isection ibelow iin iorder ito iarrange ithis

i or ito iask ius ito iremove iyou ifrom iour ilist iof iemail iaddresses ito iwhich iGeneral iMills isend iemail

i newsletters. i
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i might ibe iable ito isuccessfully itarget iat ithe itime iof iCovid-19”, iRetrieved ifrom

i Google//http, iaccess ifrom ihttps://www.warc.com/newsandopinion/news/general-mills-

marketing-strategy-at-time-of-covid-19/43394 i(access idate i25 iOctober i2020).

2. “How iGeneral iMills iis iresponding ito iCOVID-19”, iRetrieved ifrom iGoogle//http, iaccess

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proactive-response-strategies-to-covid-19-business-challenges/ i(access idate i25 iOctober

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marketing-for-business/ i(access idate i25 iOctober i2020).

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