Abstract
The market in volume: In 1994, eighty thousand tons of ready-to-consume cereal was sold in France for a figure of three hundred and seventy five million Euros. The potential market of the company includes ninety-three percent of the French population (proportion of French who have breakfast in the morning).
Nevertheless, on this potential market, we see that only 60 % of the French eat a leisurely breakfast. The rate of penetration relating to people aged between 4 and 14 years is 70 % and falls to 23 % when they reach ages between 15 and 19. This range of age is where much of the product potential can be developed. In 2003, France reached 96,835 sales for ready-to-consume cereal. With regard to the global evolution of the market of cereal, we observe an increase in figures in relation to dates of reference: 1997: increase in turnover by 0.1 billion francs compared to 1994. In 1998, the market recorded an increase worth 38 million Euros in 1998 corresponding to an increase in tonnage by 2873 tons from the previous year.
Cereal that is ready to be sold has multiple characteristics. It is the structure of the sales of one's product that will mark down the sales of the competitor.
The consumer is attracted to the concept of healthy food products that can be easily made (just add milk to the cereal) . They also favor a dynamic image ("The tiger is in you") or the image of youth ("the height of energy"). It is important that the products remain innovative and the sales team consistently come up with new ideas regarding packaging, communications, etc.
