Conagra Brands wants to introduce a new Duncan Hines cake kit co$-$branded with Post Fruity Pebbles cereal. Using two MRI Simmons Insights datasets, Duncan Hines cake mix and Fruity Pebbles cereal, identify the relevant segmenting variables and the target market for this new product.

Discuss the findings, including an interpretation of the index numbers using similar wording to$,$Those who have a bachelor$$s degree are $12\%$ less likely than the general population to buy Duncan Hines cake mix, but $9\%$ more likely than the average population to buy Fruity Pebbles cereal.$$

MRI SIMMONS INSIGHTS

You will be using MRI Simmons Insights to complete this assignment. The librarian presentation will go over how to use and interpret MRI Simmons Insights.

Google Chrome is a better browser for MRI Simmons Insights. You can find MRI by going to the Missouri State University home page, go under the alphabet and choose L$,$ choose Library Indexes and Databases, choose Marketing, choose MRI Simmons Insights and log in with your Bearmail account.

Use these datasets as the columns:

Post Pebbles $($Fruity$)$: Brand Catalyst$/$Household Products$/$Food Products$/$Breakfast Cereals $($cold$)/$Used in last $6$ months$/$Brand Consumer

Duncan Hines Classic Mixes: Brand Catalyst$/$Household Products$/$Food Products$/$Dry Cake Mixes$/$Used in last $6$ months$/$Brand Consumer

Use these variables as the rows:

$1.$ Demographics$/$Respondent$/$Bases $($Men$,$ Women$)$

$2.$ Demographics$/$Respondent$/$Age Summary $(18-24,25-34,35-44,45-54,55-64,65+)$

$3.$ Demographics$/$Respondent$/$Race $($White$,$ Black$/$African American, American Indian or Alaska Native, Asian, Other$)$

$4.$ Demographics$/$Respondent$/$Marital Status $($Never Married, Now Married, Widowed, Divorced, Separated $($legally$),$ Engaged, Living with Partner$/$Fianc$/$Boyfriend or Girlfriend $($same or opposite sex$))$

$5.$ Demographics$/$Household$/$Household Income $($$$30,000-$$$39,999,$ $$40,000-$$$49,999,$ $$50,000-$$$59,999,$ $$60,000-$$$74,999,$ $$75,000-$$$99,999,$ $$100,000-$$$129,999,$ $$125,000-$$$149,999,$ $$150,000-$$$199,999)$

$6.$ Demographics$/$Household$/$Presence of Children By Age$/$Summary $($No Child $0-17$ Years, Any Child$10-17$ Years, Any Child $6-9$ Years, Any Child $3-5$ Years, Any Child $1-2$ Years, Any Child Under $1$ Year$)$

$7.$ Demographics$/$Household$/$Census Region $($North East, South, Midwest, West$)$

INTERPRETATION: You will focus on the Index numbers only. Duncan Hines cake mix and Fruity Pebbles cereal are two separate databases so you can$$t add, subtract, etc. their index numbers. You must look at each dataset individually.

SEGMENTING

For Segmenting, you want to look at the demographic variables so you can profile the typical consumer of the new product you are proposing. You want to compare them to themselves first. Meaning, look at all the selections under Household Income $($for example$)$ and see if they are all similar or if one or two stand out. Do they all have an index number over $100$ or just one or two of them? If they are all over $100,$ then you describe them all. If one or two are over $100,$ you only describe those one or two. If none are over $100,$ then you don$$t include that variable. This needs to be in written form including the relevant index number and its interpretation $(...$percent more likely to$...).$ You do this with the first database, then with the second. That is the Segmenting section.

IDENTIFYING THE TARGET MARKET

Once you have identified the relevant segmenting variables, determine the Target Market for this product. For your Target Market, look for those who would buy both Duncan Hines cake mix and Fruity Pebbles. Also, look for those who don$$t currently buy Duncan Hines cake mix but do buy Fruity Pebbles. The new product, Duncan Hines Fruity Pebbles cake kit, might appeal to those people and could gain more customers for Duncan Hines. A new product should bring in new customers. Profile that consumer. This should be using both datasets together which are relevant, not each separately. The Target Marketing section will be a summary of the profile you selected in a couple sentences.

GRADING RUBRIC

GRADING CRITERIA POINConagra Brands wants to introduce a new Duncan Hines cake kit co$-$branded with Post Fruity Pebbles cereal. Using two MRI Simmons Insights datasets, Duncan Hines cake mix and Fruity Pebbles cereal, identify the relevant segmenting variables and the target market for this new product.

Discuss the findings, including an interpretation of the index numbers using similar wording to$,$Those who have a bachelor$$s degree are $12\%$ less likely than the general population to buy Duncan Hines cake mix, but $9\%$ more likely than the average population to buy Fruity Pebbles cereal.$$

MRI SIMMONS INSIGHTS

You will be using MRI Simmons Insights to complete this assignment. The librarian presentation will go over how to use and interpret MRI Simmons Insights.

Google Chrome is aTS

Segmenting $2\mathrm{.}5$

Target Marketing $2\mathrm{.}5$

Included relevant variables in the write up $2\mathrm{.}5$

Interpreted index numbers correctly and included Excel sheet $2\mathrm{.}5$

TOTAL POINTS $10$