Product - Kellogg's Special K Cereal

Your client is pleased with how the plan is starting to take shape and wants to discuss potential customer segments.

You prepare for your teleconference meeting by checking over your research up to this point. You know the following two questions need to always be answered before a successful marketing plan can be developed and implemented:

• What product are you selling?

• Who is your customer?

Although the answers may appear to be simple to answer, it is critical that a strong research effort be undertaken to precisely target the existing and potential customer segments. The only way to implement an effective marketing plan is to know the target market.
Today's customers want much more interaction, too. Driven by social media options, you learn that most about a product through the Internet and other digital advertising channels.

You jot down a few notes as you prepare for your client meeting and check in with your staff first to make sure you are on track.

• Based on the research that you have completed up to this point, compare and contrast who the current target market is for your product and who a potential target market could be. How is it different; how is it similar?

• What is one new customer characteristic that you can wrap into your future advertising messages?

• What is one interactive opportunity you can suggest for the product's existing and potential customer?