The Strategy of Holy Crap Cereal - Essay Example

1. Conduct background research on the industry

Holy Crap Cereal is artisan made, gluten-free, and vegan! Holy Crap cereal is causing a sensation because people love the blend of chia, hulled hemp hearts, buckwheat, and organic dried fruit.

1. Find two articles from magazines, newspapers, or the Internet on the Holy Crap

Company wrote in the past 2-3 years.

1. Title: New BC-made Health Foods Hit Store Shelves

Summary.: The article narrated how Holy Crap Company was formulated which contributed tremendously to its success in the market.  It also gave a snapshot of other start-up cereal companies in British Columbia. 

Holy Crap is a vegan, gluten-free, and health-conscious cereal.  It is now sold in 203 locations in British Columbia.  Of all the start-up cereal companies, Holy Crap is the fastest growing and is turning consumers’ heads in Canada.

                        Source:  http://www.bcliving.ca/food/new-bc-made-health-foods-hit-stores

1. Title: Holy Crap! B.C’s organic cereal is going global

Summary.   What was originally an experiment with healthy breakfast cereals after Brian was diagnosed with diabetes turned out to be a big business.  Holy Crap was also intended to be a cereal for emergency kits because of its healthy nutritional content and long shelf-life but the consumer does not want it to be a mere survival kit but a cereal breakfast.

Holy Crap started at farmers' markets and sales were slow at first.  In 2010, they made $58,000 and the brand was originally called Hapi.  Until they changed the name to Holy Crap, the CRAP stood for its components which are the combination of apple and cinnamon or C.R.A.P.  Their phenomenal sales growth online was first doubted by Paypal to be a scammed that their payments were given in small dollops.  Today, Holy Crap is now a reputable company and is now going global as is now setting up distribution to at least 11 countries and thousands of stores.

Source:  http://blogs.vancouversun.com/2011/11/25/holy-crap-b-cs-organic-cereal-is-going-global/

2. Find two articles on the key social and cultural trends affecting the cereal

the industry is written in the past two years.

1. Title: Cat Poop Coffee and Holy Crap Cereal…Wacky Marketing That Works

The article of Troy White illustrated the trend in marketing that by just changing the brand name that is catchy, sales will tremendously increase.  This was the experience of Corin and Brian Mullins their sales increased by 1,000% just by changing the name of their cereal from HapiFoods which is not exactly a sexy-sounding name according to Corin Mullin to Holy Crap.  At first, she was adamant about the brand but when sales increased from 10 bags a day to 10 bags a minute, she is now selling Holy Crap Cereals.

Source: http://www.articlez.com/articles/?Cat-Poop-Coffee-and-Holy-Crap-Cereal%E2%80%A6-Wacky-Marketing-That-Works&article_id=2203

1. Title of the article: BRIAN AND CORIN MULLINS - HAPIFOODS GROUP INC.

Summary: In this article by small businesses, showed where the trend of Holy Crap in the near future considering their phenomenal growth.  They are going to sell their cereals around the world with the very best stores via licensing agreements,” says.  The expansion will involve duplicating the company’s prototype facility and employment plan around the world to create local jobs and development opportunities in smaller communities.  The article also narrated the evolution of the product from a mere survival kit to a fast-selling cereal product.

Source:  http://www.smallbusinessbc.ca/around-bc/brian-and-corin-mullins-hapifoods-group-inc#more

1. Product Life Cycle
2. What stage of the product life cycle is Holy Crap Cereal in? Discuss the Marketing Objective, Competition, Product, Price, and Place in relation to Holy Crap Cereal as they stand today in the marketplace. (1/2 page to 1 page)

Holy Crap Cereal is still in its introductory stage approaching growth.  The immediate marketing objective of Holy Crap is to maintain and develop its customer goodwill and demand so that the product will always be marketable.  As of now, they are updating their infrastructure (machines, people, etc) so that they can respond to the overwhelming demand.   Competition right now is not a serious threat due to the phenomenal growth of Holy Crap Cereal.  Price starts at $29 per 3 bags which is reasonable and affordable.  Right now they are embarking on expansion overseas through licensing agreements so that their products will be distributed by the best retail stores.