Why use gamification to market breakfast pastries? (part 1 of 2)

This is the first written assignment for the Gamification class I’m taking through Coursera. I’ll publish my answer later this week.


Why use gamification to market breakfast pastries?

Project Part I: Definition

You are an employee of Cereals Incorporated, a large manufacturer of breakfast food products.  Your supervisor, Madison County, approaches you because she knows you recently took a course on gamification, which she has heard will revolutionize marketing.  She tells you that Cereals Inc. is about to release a new line of ready-to-eat breakfast pastries, and she wants to know whether to use gamification as part of the marketing strategy.  The breakfast pastries will be aimed at the 18-35 age bracket. Surveys show members of this demographic often skip breakfast because they don’t want to eat the typical cereals of their youth, and they are too active to cook their own breakfasts. 

Market research indicates that the pastries are likely to appeal more to women than men by a 65%-35% ratio. Cereals Inc. has a 35% share of the overall breakfast food market, but only a 10% share of the fragmented ready-to-eat segment.
  
Provide as many reasons as you can why gamification could be a useful technique to apply to the situation your manager has presented to you.  Explain why these reasons address the specific scenario provided.  At this stage, focus on the problem rather than the solution.  In other words, describe the goals of the project, not the particular game elements or other techniques you plan to use. 

(Word limit: 300)


I’ll be posting my thoughts about the course here under this tag. Use the hashtag #gamification14 on twitter to join in the conversation.

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