A Nestle breakfast cereal (market opportunities, product strategy and Essay

A Nestle breakfast cereal (market opportunities, product strategy and next steps) - Essay Example On the other hand, market remains competitive with competition from pastries, cereal bars and biscuits as well as porridges. It is interesting to note that the consumers over 50, given their need for greater convenience and behavior of eating more at home may be inclined towards â€Å"hot cereal† products. These hot cereals offer an even more convenient breakfast option for consumers along with a more portable â€Å"pot† format for the cereal. They also reflect the deep-seated cultural tradition of eating â€Å"hot oats† or â€Å"hot biscuits† across continental Europe (Culliney, 2013). Considering that individuals over 50 tend to prescribe to age-old traditions, this may seem just the right option. Our competitor, Kellogg’s, has already stepped into this market by providing its â€Å"Special K Nourish† product (Culliney, 2013). Considering that consumers over 50 years tend to use the microwave or steam for the preparation of their cereals, h ot cereals provide just the right opportunity to capitalize this. Furthermore, targeting the mental health of consumers over 50 presents a vast opportunity for breakfast cereals sellers. Although manufacturers have traditionally focused on good health of the brain and heart by providing low cholesterol, sugar or fats to this age bracket, it is now time to shift the focus towards catering to the cognitive areas of development in these individuals. Deterioration in mental health, such as Alzheimer’s disease, is common in the older segment; however, few companies have made claims in the area (Culliney, 2012). Considering that individuals over 50 years constitute a major proportion of purchases of breakfast cereals, a growth in the market for fortified cereals is anticipated. Further growth can be achieved by altering the ingredients used in these cereals. For instance, omega-3, linseed, chia seeds, flax seed and poppy seeds could be added to enrich the nutritional value of these breakfast cereals (Culliney, 2012). Fortified cereals that include special ingredients such as zinc, iodine and GABA could be provided to this age group. Most importantly, segmenting via age could be a misleading idea. It is wrong to assume that consumers aged 55-75, for instance, have similar needs because they do not (Culliney, 2012). For instance, it would be useful to create sub- segments in this age group such as thrivers, seniors, elders and survivors. Furthermore, individuals over 50 dislike the idea of being overtly targeted at on the basis of their age (Hought, 2008). Therefore, marketing should be aimed at health benefits or other perceived benefits of the cereal rather than age. 2. Product Strategy Nestle has not yet tapped the highly profitable segment of hot cereals. This comes as a surprise since our competitor, Kellogg’s, has already launched its hot cereal â€Å"pots† which could lure consumers over 50 looking towards microwave cereals. Therefore, our company shall introduce an entirely new product named â€Å"Nestle Live Long Hot Pots† which would offer greater indulgence for our over 50 consumers who spend longer time having breakfast. This product would not only be low in terms of calories but also low in sugar and, therefore, safe for individuals with diabetes in this target group. However, low calories shall not be the thrust of this product as consumers want high nutritional value and not just low

HIV Testing Essay Example | Topics and Well Written Essays - 1000 words

HIV Testing - Essay Example On the one hand the need for prevention of HIV transmission clearly rectifies the need for antenatal scanning. On the other hand the choice of conduction of the test is in the hands of the patient and not the hospital or healthcare providers. To do so with out the patient's consent would be illegal and undesirable. The psychological and social disadvantages are one of the major concerns for the patients. (Mercey, 1998) Therefore in order to encourage patients, the testing must in these cases ensure protection against "discrimination, stigmatism and violence."(HIV in pregnancy, 1998) The guidelines put forward by the UK government state that by the 31December 2000, all women are to be offered an HIV test as part of their integral care. The guidelines also insist upon increasing antenatal HIV testing to 50% or more. Further, the guidelines state that these percentages must be increased to 90% so that 80% of the women can be identified for HIV during antenatal testing. (DoH,1999) the policy although well made fails to mention issues of HIV related to immigration, asylum, care for children living in the UK with the disease or parents with disease, and support for mothers who are HIV positive.(Kawonza, 2002) There is no doubt that the identification of the disease in a ... There is no doubt that the identification of the disease in a woman beforehand is better than discovering it late. The chances of reducing the baby's risk of getting HIV can be halved through avoiding breast feeding. (Dunn et al, 1992) These chances can be further reduced via the administration of Zidovudine. (Conner et al, 1994) The policy of universal testing has been introduces, so as encourage women in to taking the test. In this way patients living in area of high risk will be more willing to take the test, as oppose to targeting some part of the total population. (Kawonza, 2002) However, despite efforts, Nicoll et al reports antenatal detection rates of only 7%, with no signs of improvement over time.(Nicoll, 1996p 253). This could be due to patient's fear of breach of confidentiality, especially when the patient herself has just recently found our about her HIV status or when she has not informed anyone of her condition. The introduction of cesarean in cases of HIV positive mothers is currently one of the most recommended techniques to reduce the chances of the baby getting infected. This technique has gained much popularity and approval among the health care workers, and is now currently used in conjunction with antiretroviral drug therapy and avoidance of breast feeding. Clayden (2005) in reference to the renewed guidelines set by the UK relating to pregnancy states that the mode of delivery recommended in such cases is elective caesarean at 38 weeks. Although she does emphasizes on the maternal consent in this regard. (Clayden, 2005) Note that the risk of getting HIV is high at 34 weeks of gestation. (European study, 1992) Although the benefits of choosing caesarean as the mode of delivery does have its merits,