Retail and Marketing

Highland, the foods company, is bringing a new breakfast cereal to market. They have arranged promotions with a major supermarket chain where the product is given a prominent shelf position and offered at a reduced price. To find out what people in different parts of the country think about their new breakfast cereal, Highland has provided each supermarket with a social object label to be placed next to the product.

Jane is out shopping. Pushing her trolley past the Highland breakfast cereal promotion, she recalls the ads she’d seen on TV the evening before. Jane notices the social object label attached to the shelf indicating seven comments. Curious to find out what other people think of the new product, she touches the NFC symbol with her mobile and reads through the comments. Much assured by the positive reactions of other shoppers she decides to give the new breakfast cereal a go and puts a box into her trolley.


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