Jet 24 Marketing Case Analysis
...as current customers purchasing their breakfast and snack products that could easily associate with a new beverage product from them. The product would be easily incorporated into General Mills’ current distribution system with its other products and the over 50,000 food stores would allow easy access for the customers to purchase the product. The packaging of the product will be outsourced; therefore, the company will not require any additional investment capital in equipment cost. Competitive shelf space at the numerous food stores should not be problem because of General Mills’s already well-established relationships in the food store industry. It is unknown if a competitor is intending to introduce a similar product at this time. Multiple focus group interviews and studies were held as well as in-home tests were conducted. Overall the market research resulted in a lot of unfavorable findings of the Jet 24 test product. Specifically, because the beverage market is composed of multiple mini-markets it was apparent that the Jet 24 product did not target a specific mini-market; such as, juices, fruit drinks, powdered (Kool-Aid type) product, carbonated pop, or dessert topping plus the current packaging left consumers skeptical about its quality and effectiveness. General Mills could market Jet 24 as an economical functional food and target young children with a specific health cl...