Introduction The purpose of this memo is to identify an existing gap in the cereals market and hence postulate a new product concept that will fill that gap. It will be based on a previous observational research. Furthermore, it will identify the target market for the product and the kind of positioning that will be applicable for the product. This was a type of market research that utilized the personal observation technique. Here, products were observed in order to reveal patterns or particular challenges surrounding it. Secondly, the observation involved an analysis of package scrutiny of the shoppers so as to determine the importance of this aspect. It also involved an analysis of the time it took shoppers to make a particular decision so as to examine whether they were willing to try new brands or whether they were already certain about what they wanted upfront (Leven, 2009). Relevant analysis or key findings that support and contraindicate my recommendation Through the observational research, it was found that consumers were highly interested in the qualities or traits of the cereals as seen through their packaging scrutiny. Furthermore, they wanted products with health characteristics. They were interested in the prices of the commodities as well as their quantities. Some of them were also attracted to the packaging of the cereal. Consequently, this new product will be able to support all these qualities. Characteristics of product’s target market – Description of product concept The new product is a product line extension as it will combine previously existing ideas to create a new and exciting concept. It will be called Butter honey burst Cheerios and will be a combination of honey and buttery flavors. The buttery flavor in the cereal will not be obtained from any animal products as it will be strictly artificial. In other words, the company will utilize a chemical known as diacetyl which imitates the flavor of real butter. The honey utilized in the product manufacture will curb the need to use more sugar and will therefore be ideal for those weight watchers. However, because honey is a natural sweetener then it will still make the product very tasty or appealing to the buyer. Therefore, the target market will be health conscious consumers who try to avoid use of more sugars in their diet. On the other hand, it will be different from the findings in the research because it will provide a non dairy based alternative for strict vegetarians and lactose intolerant individuals. Therefore, the product will appeal to two new types of consumers i.e. those who are allergic to milk or dairy products in any shape or form and those who choose to consciously leave out this product because of their vegetarian beliefs. The new segments will therefore be vegetarians and lactose intolerant buyers. The company will have considered their needs as well because some of them may want to enjoy the buttery flavor but are prevented from doing so because of their values or their physical ailments (Miller, nd). General Mills will be offering them an interesting alternative. It should be noted that although most consumers take their cereal with milk, others usually combine it with soy milk, almond milk or rice milk. Some