Cerelac

: the effective marketing strategy to attract Millennial parents

Abstract

Through the analysis of CERELAC’s practical dilemma concerning the brand positioning in the Millennial generation, this thesis offers a examination of marketing related concepts such as marketing mix, positioning and also the importance a cohesive communication strategy to attract the desired target. CELERAC is a brand market leader in the infant cereal segment, full of history and tradition and for generations, moms have been using and recommending this brand. As one of the brands of Nestlé, the world leading company in nutrition, health and wellness, it can ensures the brand high quality and all the nutritional value for the baby’s especial needs, in the infant cereal category. However, today’s moms belong to the millennial generation, which can influence their purchasing behaviors. They are fully emerged in a digital world, and online reviews are the new word-of-moth. In addition, they aimed a healthier life style and gluten-free, GMO-free and organic are familiar terms. For that reason, this thesis aims to study, through primary and secondary research, if the current marketing strategy is prepared for the behavioral changes of millennial parents. Main results showed that millennial parents are shifting their eating habits and providing healthier options for their children. Even with a shift in the product and communication efforts to get closer to their life-style, there is no match between the CERELAC’s aimed positioning and the actual positioning, which is making millennial parents to choose other brands.

Date of Award	14 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)