Presentation on theme: "General Mills New Product Introduction Marketing Plan Section 202 Team 4 Jay Curran James Gaskin G.T. Hollett Steve Holley Kurt Knaub Marty Wick Locker."— Presentation transcript:
General Mills New Product Introduction Marketing Plan Section 202 Team 4 Jay Curran James Gaskin G.T. Hollett Steve Holley Kurt Knaub Marty Wick Locker Number 632
Project Objective To create and initiate market planning for two shelf-stable, single-serve product lines or product line extensions that will generate substantial incremental revenue over a three- year sales period
Process Outline Gap Analysis Phase I Phase II Phase IIIPhase IV Gap Analysis Potential Buyers Market Analysis Market Influencers Purchase Estimation Revenue Projection } Concept Evaluation Positioning Concept Creation Sales Projections Positioning Concept Creation and Evaluation Gap Analysis 2 Concepts Chosen Successful Product Launch New Segments Existing Concepts Attribute Importance New Market Space } Brainstorming Concept Selection – Psychographics – Asset Compatibility – Gap Analysis – Profitability } Consumer Feedback Consumer Focus Packaging Price Marketing }
Average age of population is increasing –Over 65 group grew by 14.7M people from 1990 to 1999 Kids and the baby boomer generation form two of the fastest growing segments. Macroeconomic Data U.S. Age Demographics Source: 2000 Census Bureau Report
Macroeconomic Trends U.S. Ethnic Demographics Hispanic and Asian-American ethnic groups have the highest growth rates in the nation –Hispanic: 34.5% –Asian-American: 35.9% Despite the fact that Hispanics are only 11% of population and Asian Americans are 4%, the growth of these ethnic populations influences U.S. culture Total Pop: 270M Asian-American and Hispanic foods represent a fast growing segment due to both population and cultural influence Source: 2000 Census Bureau Report
Macroeconomic Trends U.S. Labor & Households Almost 2/3 of U.S. Households do not have a stay at home adult to allocate their time to meal preparation Women account for 46.5% of current workforce Total U.S. HH: 105M Asian-American and Hispanic foods are a growing segment due to both population and cultural influence Source: 2000 Census Bureau Report
Fast growing segment of food marketplace. –Analysts currently estimate nutraceutical market at $15 Billion. 1 –Currently, nutrionally-improved foods account for more than 78% of growth in 35 food categories. 2 –Growth attributed to large population of aging baby boomers and awareness of age disorders (e.g., osteoporosis) Popular in the following forms: –Beverages (OJ, fruit juice, smoothies, spritzers, etc.) –Cereal –Meal-replacements (shakes, snacks, etc.) 1.www.cnn.com/2000/food; January 1, 2000 On your plate,: top food issues for your meals.www.cnn.com/2000/food 2.http://www.opta-food.com/trends/3tds-ptctpt.html Macroeconomic Trends U.S. Labor & Households
Dual income and single person households are increasing and now account for 2/3 of all U.S. households Statistical Trends and ObservationsTakeaways Hispanics and Asian-Americans are the fastest growing segment of the U.S. and now account for 15% of the total population The average age of the population is increasing (baby boomers). The kid segment is also one of the fastest growing. Women now account for 46.5% of the workforce and is increasing There are fewer households who have a dedicated family member for meal preparation Opportunities exist in the fastest growing ethnic segments There is a potential need for products which target specific food attributes of the baby boomers and kids An opportunity may exist for lunch meals which target working women. Macroeconomic Trends Summary
U.S. consumers are spending less of their disposable income on food during the late 1990s In the past 10 years, supermarkets have experienced a two-fold increase in shoppers who consider a grocery store the primary source for a pre-made dinner (18% of total population) Microeconomic Data U.S. Food Expenditure Trends Supermarkets are increasingly the primary source for pre-made, inexpensive dinners. Source: Meal Solutions, Food Marketing Institute, 2000
Microeconomic Data U.S. Food Consumption – Lunch at Work Workplace lunch facts: Bring Lunch from home 45% At least once per week 20% Everyday Skip Lunch completely31% Sometimes 11% At least once per week Source: Brown Baggin It, American Demographics, January, 2001 Nearly half of American workers are looking for lunch solution to take to work
As consumers lives have become increasingly hectic, the length of time dedicated to meal preparation has decreased Time dedicated to lunch (both preparation and consumption) has decreased to only 15 minutes Microeconomic Data Meal Preparation Time Americans have less time to spend on meal preparation with lunch being particularly hectic for consumers Source: Changing Cooking & Dining Habits, www.globalgourment.com, 2000
Surveys indicate the top four food attributes for making a purchase are taste, nutrition, product safety, and price. Microeconomic Data U.S. Food Attribute Importance These attributes serve as potential drivers for consumer purchase behavior Very ImportantSomewhat Important Taste 89%8% Nutrition 7125 Product Safety 7120 Price 6927 Storability 4638 Source: Nutrition, Food Marketing Institute, 2000
Further research indicates health importance for consumers is typically fleeting The food industry is known to take advantage of this fact through loose nutritional claims of low fat or low sodium products A Food Marketing Institute (FMI) survey found the most definitive health changes were additions to their diet in the form of fruits and vegetables rather than eliminating certain unhealthy aspects in their current meal purchases Microeconomic Data U.S. Food Attribute Importance While nutrition was identified as a potential driver for food consumption, consumers often dont make their purchase decisions based on this attribute Source: Nutrition, Food Marketing Institute, 2000
Microeconomic Data U.S. Food Consumption - Snacks A significant percentage of Americans snack: Source: Whats in Store, International Dairy Deli Bakery Association, September, 1998 1 Press Release, Snack Food Association, July 19, 2000 (most recent available data) 40% 50% 93% Snack food sales continue to grow. Sales topped $30 billion in 1999 1
Fast growing segment of food marketplace –Analysts currently estimate nutraceutical market at $15 billion –Currently, nutritionally-improved foods account for more than 78% of growth in 35 food categories –Growth attributed to large population of aging baby boomers and awareness of age disorders (e.g., osteoporosis) Popular in the following forms –Beverages (OJ, fruit juice, smoothies, spritzers, etc.) –Cereal –Meal-replacements (shakes, snacks, etc.) Source: www.cnn.com/2000/food; January 1, 2000 On your plate,: top food issues for your meals.www.cnn.com/2000/food http://www.opta-food.com/trends/3tds-ptctpt.html Microeconomic Data Nutraceutical Trends
Supermarkets are a primary source for shoppers who are looking for a pre-made dinner Statistical Trends and ObservationsTakeaways A significant percentage of American workers skip lunch or eat out regularly Time spent for lunch (and other meals) has become increasingly short Nutrition is identified by consumers as an important food attribute, but has less impact in their actual purchasing decision The market for single serve, shelf-stable products should expand American workers have a need for a quality tasting, convenient prepared lunch meal Lunch convenience Health attributes for meals can be subtle. Taste is a true driver for food consumption Microeconomic Data Summary Snacks food sales are growing a represent a significant portion of a typical consumers consumption Snacks represents a robust and growing segment of the market
Response Average Work Day? Thoughts Meal Freq Meal Size Food Type Eat Where? DescriptionTake Lunch? 1 Constant mtgs and computer work Nice to get away 2XMed – Lg Starch w/meat & sauce L: work D: home L: quick, easy, hot D: quickest to make Yes – Cheaper; Take starch w/meat & sauce 2 Sporadic work Eat something healthly and filling 3xMed Healthy & Filling L: work D: home/out L: salad D: chicken No – Company café is cheaper 3 High stress, very busy Quick w/no hassle 3xLarge Rice, Noodles, Pasta. No meat. L: desk D: dining room table L: rushed D: relaxing, alone Yes – Cheaper; Take white rice, leftover pasta, salads 4BusyQuickest4-6xSmall Chicken breasts, fruits turkey, vegetables L: home D: home L: speed D: speed Dont – Takes too long to prepare 5 Constant work at Desk Break from sitting at computer 3xMed Sandwich or Hot Cafeteria Meal & Snacks in between L: cafeteria D: home L: relaxed D: fast preparation with good taste Not usually because workplace has a cafeteria 6 On the road, Sales calls all day Get me on to the next appointment 4xSmall Fast Foods on the road, Hearty meal at home L: work D: usually home L: speed D: full courses, meat & veggie No – almost always go to a drive through Psychographics Survey Output
Convenience is a key factor if the consideration set includes any single serving meals Meal & snack sizes away from the home tend to be small due to hectic schedules After convenience is evaluated, taste drives a meal or snack decision Heath was an important consideration, but was often neglected at the time of purchase, in favor of convenience & taste Price will always influence meal & snack purchases Consumer Needs Analysis Moment-In-Time Decisions - Summary Source: These takeaways are derived from consumer interactions. These include surveys and discussions about general and eating behaviors. The survey is included in the Appendix.
General Mills Portfolio Evaluation Process Portfolio Overview Needs Analysis Brand Review Approach High-level product/brand mapping Refined mapping of purchase drivers Categorize offerings under existing brands Takeaway Determine focus opportunities Understanding of gaps Identify opportunities to further leverage brands
Portfolio Overview Core Demographics and Dayparts Served Time of day and lifestage factors, while not drivers, help isolate drivers Adults NightMorning Kids Noon RTE Cereals Nature Valley Yoplait Bowl Appetit Chex Mix Bugles Pop Secret Family Progresso Lloyds BBQ BacOs Old El Paso B.C. Helpers Ginos/Totinos B.C. dessert mixes Haagen Dazs Fruit Snacks Dunkaroos Squeezits Go-Gurt Pillsbury Lunch hour generally underserved by existing offerings Green Giant UNDERSERVED
Needs Analysis Taste, Flavors and Nutrition * * Critical drivers when holding price and convenience constant For the senses (taste) EthnicStandard RTE Cereals Nature Valley Yoplait Bowl Appetit Chex Mix Bugles Pop Secret Progresso Lloyds BBQ BacOs Old El Paso B.C. Helpers Ginos/Totinos B.C. dessert mixes Haagen Dazs Fruit Snacks Go-Gurt Pillsbury General Mills delivers very little ethnic flavor For the body (nutrition) Dunkaroos Squeezits Green Giant UNDERSERVED
Brand Consumer Meanings Ready-made meals Meal Ingred. or Accompaniment Ready-made Snacks Betty CrockerQuality, baking and cooking, wholesome Attempting use with Bowl Appetit Existing offerings OPPORTUNITY Pillsbury Easy, quality, baking OPPORTUNITY Existing offerings OPPORTUNITY Green GiantVegetables, convenient Existing offerings Not clear fit Old El PasoMexican, quality OPPORTUNITY Existing offerings OPPORTUNITY Haagen DazsIndulgent, ice cream Not clear fit Existing offerings ProgressoPremium, soupExisting offeringsNot clear fit Big G and sub- brands Breakfast, variety of messages Existing offeringsNot clear fit OPPORTUNITY Numerous opportunities to leverage powerful brand names in various formats General Occasions Brand Review Leverage Opportunities
29 Shelf- Stable Competitive Analysis Consideration Set Broad Options Consumers meal consideration sets include traditional restaurants and fast food outlets. More Narrow Options Consumers narrow their options to include only items available in the supermarket. Specific Options For shelf-stable products consumers are choosing from options within the category. Consideration sets allow marketers to analyze competitive options and segment consumers based on purchase behaviors
30 Competitive Analysis Grocery Store Competitor Characteristics Frozen Uncle Bens Rice Bowls Marie Callendar Lean Cuisine } Large Variety Oil Based Better Tasting Targets Dinner More Expensive Its Pasta Anytime Kids Kitchen Ragu Express } Largely Soups and Italian Dishes More Kids Options Wet Shelf-Stable Dry Shelf-Stable Cup o Noodles Top Ramen } Limited Variety Water Based Less Expensive Limited Kids Options Products launched in the grocery store require positioning against the specific attributes of its competitive consideration set
Competitive Analysis Lunch, Dinner and Snack Offerings * Critical drivers when holding price and convenience constant For the senses (taste) EthnicStandard EZ Mac Cup Noodles Top Ramen Its Pasta Anytime Stouffers Marie Callenders Bowls Kids Kitchen Ragu Express Lean Cuisine Very few ethnic products; Very few premium snack products For the body (nutrition) Michelinas Smart Ones Bowls Healthly Choice Bowl Creations Uncle Bens Rice & Noodle Bowls Swanson Michelinas Snacks Chef Boyardee
Statistical Trends Statistical Trends and ObservationsTakeaways Competitive Analysis Summary Many competitors already offer shelf- stable Italian products Minimal single-serve, quick-bake products available as shelf-stable Few products targeted towards children and men in shelf-stable category Shelf-stable products geared towards men and children is an under developed segment; large growth potential Marketplace is not meeting the growing demand for ethnic flavors More competitive Italian segment will offer lower profits and smaller growth opportunities Single-serve snacks baked fresh is under developed segment; large growth potential Few ethnic offerings available: Chinese, Indian, Mexican, Thai
Progresso Pronto Concept –You have enjoyed Progresso Italian soups for years. Now, in addition to the worlds best soups, Progresso brings you a number of quick, hearty meal bowls to warm your heart and satisfy your hunger with the tastes of Tuscany. Features –Personal microwave-able bowl –Ready to heat meals –Italian favorites as Roasted Herb Chicken Pasta and Arrabiatta Spicy Pasta Casserole. –Old country herbs and spices that you have come to expect from Progresso. –Includes a packet of parmesan cheese to be sprinkled over the top of the meal before serving- adding a delightful addition to the old style recipes.
Progresso Pronto Potential Line Extensions –Extend the Progresso soup lines to create the following meals: Hearty Home style Tomato Pasta, Tomato Basil Pasta Pasta Dinner, Roasted Chicken Italiano with Rice. Brand –The Progresso brand represents great food, simply prepared, and is the perfect image to develop a line of hearty Italian-influenced shelf-stable meals. –The existing following of the Progresso brand will provide an immediate launch pad for Progresso Pronto. It is important to note that the Progresso line successfully markets quality shelf-stable meats in their products. This will be critical in helping consumers bridge the gap to shelf-stable meats.
Progresso Pronto Needs Addressed The primary needs addressed with this product offering are the following: –General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of Bowl Appetit, GM does not have a lunchtime offering. –The idea behind this product allows for General Mills to tap into the Lunch-time-on-the- go arena and also to leverage the core competencies of General Mills in a new area. –Competitors already have an Italian segment developed in the shelf-stable (e.g. Classico and Chef-Boyardee,) ready to eat category, but GM does not currently have an offering. –Progresso Pronto gives GM the opportunity to expand the existing consumer perception of the Progresso brand from quality soups with an Italian flair to mean Homestyle Italian products. As such, Progresso Pronto segment (shelf-stable Italian) represents a premium product while the competition focuses mainly on the childrens market. (e.g. Chef-Boyardee)
Progresso Pronto Communication –The promotion behind Progresso Pronto will differentiate the product from Progresso Soups by showing how they are a meal in a ready-to-eat bowl and compete with the other ready-to-eat, microwave-able products such as Stouffers frozen offerings and Campbells Chunky. However, the advertisements will note that Progresso Pronto is sold in a ready-to-heat and eat container, as opposed to the traditional tin can. Barriers to Competition –While there are few options available to adult customers in the wet shelf-stable segment, the Progresso brand brings an element of superb quality and taste that is difficult for other companies (even Campbells) to achieve. Concerns/Challenges –Cannibalization of existing Progresso soups. Progresso Pronto will have to be differentiated in recipe, serving size and presentation from the existing cans of Progresso soup. Additionally, as noted above, competition from companies such as Campbells could come in the form of their soup lines or new Supper Bakes. –Potential to damage existing Progresso brand equity. –The Progresso brand is a strong insulator that will allow General Mills a defense from much of the competition.
Oriental Express Features –Through this channel, product offerings will come in a wet form such as noodle or rice with vegetables and meat. Also, there could be a small container of crunchy noodles to serve as a topping encased on the top of the package. –The offering will come in packaging with a plastic lid for aesthetic purposes that will cover the true canned top, which will be removed for the microwave process. Concept –The dynamic flavors of Oriental Express will take you back to the storied history of the ancient Asian Continent. General Mills brings Asian cuisine to your table in a convenient, ready-to-heat and eat single serving package. You enjoy all of the international flavor that you love with the added convenience of not having to leave your desk or home.
Oriental Express Potential Line Extensions –Some of the possible offerings would be the following: Chicken Lo-Mein, Pepper steak and rice, Orange Chicken and noodles, Thai Spring Noodles with Chicken, etc. Complimentary products such as Asian noodles, garnishes and teas. Brand –Oriental Express will be a new brand. It wouldn t be appropriate to have this concept fall under the Betty Crocker brand or other existing brand umbrellas. As opposed to leveraging an existing brand, creating the Oriental Express brand will be expensive. However, in light of the fast-growing popularity of Asian food, the long-term benefits of developing a new brand can be significant.
Oriental Express Needs Addressed The primary needs addressed with this product offering are the following: –General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of Bowl Appetit, GM does not have a lunchtime offering. –The idea behind this product allows for General Mills to tap into the Lunch-time-on-the- go arena and also to leverage the core competencies of General Mills in a new area. –With consumer preferences trending toward Asian food (Chinese, Thai, etc.), General Mills can capitalize on the trend with this new product. Communication –The promotion behind Oriental Express will introduce full-flavored, Asian food into the shelf-stable market. The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl. –The advertising will differentiate Oriental Express from the already available and popular noodle-based dry products in this category. (e.g. Nissin, Cup-o-Noodles) –There is a possibility of co-marketing with the Iron Chef television program as a way of tapping into the popularity of this Asian Cooking program. For example, using the Iron Chef show to advertise the concept and generate interest
Oriental Express Barriers to Competitors –There is little opportunity for GM to quickly erect barriers. The best opportunity exists only if GM can spend substantially to create strong consumer associations between the brand and quality Oriental food. Concerns/Challenges –We look at this offering to encounter the following barriers: The cost of creating and marketing a new brand instead of marketing under the Betty Crocker name, or Pillsbury name. Encountering brands such as La Choy and Chun King which already have a head start on GM. Other frozen food product offerings from Healthy Choice, Lean Cuisine, Uncle Bens that feature oriental-style entrees that, again, have a lead over GM concerning products in the market. Other wet offerings that exist (Chef Boyardee, Campbells, etc.)
Fiesta Ench-a-lottas Concept – –Your kids will love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Pasos rich enchilada sauce. These single-serve meals bring the flavors of Mexico to your school home with the great taste youve come to expect from Old El Paso. Just pop them in the microwave and enjoy your meal. Features – –Single-serving ready-to-heat bowls of enchiladas style meals. –Bite-sized flour tortilla pockets surrounded by Old El Pasos popular enchilada sauces. –Pockets contain one of three fillings: beef, chicken or cheese. –Ench-a-lottas are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover to be used while heating in the microwave. –Served in 7.50 oz. bowls to appeal to children or light eaters. (Potential future packaging:15 oz packages for adults seeking full meal.)
Fiesta Ench-a-lottas Potential Line Extensions –New flavors can be established to address different consumer segments/needs: a. Spicy/ Hot- to appeal to adult customers b. Green Chili- rich sweet flavor c. Taquitos- similar concept with crunchy taco chips to add after cooking Brand –The Old El Paso brand is perfect for launching this new line of Mexican specialty meals. Families love Old El Paso as evidenced by the fact that it is the number one selling brand of Mexican foods. The Ench-a-lotta name will allow GM to enter a childrens market, thereby growing the existing customer base to include a whole new group of lifetime customers.
Fiesta Ench-a-lottas Needs Addressed The primary needs addressed with this product offering are the following: –Allows GM to meet growing demand for ethnic flavors in childrens markets –Shelf-stable, single-serve products are convenient for storage and quick and easy to prepare. –Consumer demand for meat flavors and sustenance in shelf-stable, single-serve products Communication –The promotion behind Fiesta Ench-a-lottas will target the childrens market with catchy cartoon-based fun advertisements. Additionally, a web-site will be created allowing kids to join (with parental approval) the Wanna-lotta kids club! –The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl.
Fiesta Ench-a-lottas Barriers to Competition –Leveraging the brand of Old El Paso, with the marketing and distribution of General Mills, gives GM an excellent opportunity to create barriers within consumers minds similar to those established by ConAgra with the Chef Boyardee offerings. –ConAgra does not currently have a strong Mexican brand. –Old El Pasos brand serves as an initial barrier to competitors like ConAgra, with the ability to deliver a wet, shelf-stable offering. Heinz, with the acquisition of Delimex, holds knowledge of Mexican frozen food market and distributes what is considered by some to be a higher-quality product. However, no competitor currently offers a shelf-stable, single-serve Mexican product. Concerns/Challenges –The primary challenge with delivering on market needs and delivering a successful offering will be in effectively selling the quality, flavor and safety of shelf-stable meat products. As noted, Con Agra has been extremely successful with the Chef-Boyardee line of pasta-based wet meat products. A principal goal we have is to educate the customers as to the Fiesta Ench-a-lotta offering as a substitute for current incumbent offerings in the childrens wet shelf-stable category.
Pillsbury Sheppards Pie Concept –This delicious stew of premium vegetables and hearty beef is a meal-in-itself. Pillsbury Sheppards Pie is great for lunch or dinner. Either way, it is sure to satisfy your hunger. Topped off with a flaky Pillsbury crust just like grandma used to make, our Sheppards Pie is sure to be just right when you need a quick, yet wholesome meal. Features –Single-serving ready-to-heat bowls of Sheppards Pie. –Pillsbury Sheppards Pies are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover to be used while heating in the microwave. –Served in 15 oz packages for adults seeking satisfying lunch or light dinner.
Pillsbury Sheppards Pie Potential Line Extensions –New flavors can be established to address different consumer segments/needs: a. Spicy – using curry powder to satisfy those seeking variation available in England b. Chicken and Dumplings – Pillsbury dumplings and chicken within thick gravy c. Beef Stew – Beef, vegetables, and potatoes sans crust Brand –This product will be marketed under the well-established Pillsbury brand name which most American households associate with fine breads and crust brought to them by the Pillsbury. Pillsbury is well known and will help to reduce education costs and reduce customers concerns over quality.
Pillsbury Sheppards Pie Needs Addressed The primary needs addressed with this product offering are the following: –There is a market opportunity for bold, masculine flavors in the shelf-stable, single-serve category. Additionally, there is consumer demand for meat flavors and sustenance in shelf-stable, single-serve products –General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of Bowl Appetit, GM does not have a lunchtime offering- Pillsbury Sheppards Pie satisfies that need. –The idea behind this product allows for General Mills to tap into the Lunch-time-on-the- go arena and also to leverage the core competencies of General Mills in a new area. Communication –Focus on food like grandma made and Pillsbury dough boy. –Pillsbury Sheppards Pie will be communicated to males looking for easy meals to prepare. A satisfying meal with meat, potatoes, and crust will be stressed to garner interest.
Pillsbury Sheppards Pie Barriers to Competition –Pillsbury brand serves as an initial barrier to competitors like Campbells Soups and Dinty Moore stews. Additionally, the Pillsbury name has the ability to lend appeal to a ready-to-bake bread-based offering. –Neither Campbells or Dinty Moore have a brand able to provide fresh crust- a fact that helps to differentiate our Sheppards Pie. Concerns/Challenges –A primary challenge will be introducing Sheppards Pie into the shelf-stable category. Customers may have concern for how shelf-stable the product is with its high number of ingredients. –The challenge with the product is to clearly show how it is different from soups on the market as well beef stews already available. –A key will be to produce a crust that will bake in the microwave in a short amount of time.
Betty Crocker Silver Servings Concept –Betty Crockers Silver Servings bring healthy options to the table! Silver Servings are great tasting meals with both the convenience seniors demand and the dietary ingredients their doctors recommend. Betty Crockers Silver Servings are the wholesome meals that seniors are accustomed to brought to you by the brand that has earned your trust over the last 75 years. Features –Silver Serving meals will be packaged in small 7.5oz. personal portions that will be just the right amount for a senior meal. Additionally, Silver Servings will be introduced in accordance with the FDAs stated senior health issues in mind. We will offer the following three attributes: Low fat, low cholesterol (for hearth disease) Low Sodium (for high blood pressure) Balanced meal (with calcium, iron, protein, etc.) –Traditional, non-spicy flavors such as Chicken Noodle Casserole and Hearty Beef Stew will be featured.
Betty Crocker Silver Servings Potential Line Extensions –A franchise line of Betty Crocker Silver Servings might include breakfast meals, snacks and a greater variety of flavors, including the possibility of popular specialties from the past 50 years of American cuisine. Brand –The Betty Crocker label is the perfect brand to reach the aging baby boomers. The brands popularity was founded in the post-war era when many of todays seniors were highly impressionable youngsters. Additionally, todays seniors were the foundation of the success of the Betty Crocker Cookbooks and, as noted on the Betty Crocker website, the cookbook is now in its 9th edition (and) has sold more than 30 million copies, making it one of the all-time best-selling cookbooks in the world.  Betty Crocker Website, http://www.bettycrocker.com/meetbetty/mb_tsob2.asp
Betty Crocker Silver Servings Needs Addressed The primary needs addressed with this product offering are the following: The diet-specific needs of the aging Baby Boomer generation Mealtime convenience desired by senior citizens Small portions preferred by seniors Communication –The promotional campaign will be twofold. It will include a push marketing campaign celebrating the joint product development of recipes and ingredients with a respected gerontological program such as The Gerontology Institute and the American Association of Retired People (AARP.) The push strategy would be to speak with physicians to have them recommend Silver Servings as a healthy option for their aging patients. Additionally, there will be a pull marketing campaign through traditional media outlets. The traditional media will target both the younger seniors who are responsible for their own meal purchases as well as the middle-aged children who make many of the meal decisions for senior parents. Both of these campaigns will feature the taste, health and convenience of Betty Crocker Senior Servings.
Betty Crocker Silver Servings Barriers to Competition –The strength of the Betty Crocker name with seniors will be of great benefit when protecting our market. It is difficult to imagine any of the heritage brands being as strong with this demographic. Concerns/Challenges –Competition could come from other single serve lines already in the shelf-stable market. Of particular note is the Healthy Choice line of products. While there is substantial competition, the Betty Crocker name will be a major foundation in growing the Silver Servings franchise and serve as a powerful force in developing a loyal following. –Some consumer research has shown that cost is the primary driver when seniors are making meal choices. If the research proves accurate, this price-sensitivity could put undue profit pressure on the Silver Servings line.
Betty Crocker Single Bakes Concept –Now its easier than ever to enjoy fresh-baked Betty Crocker cakes. Betty Crocker introduces Single Bakes – quick bake treats that offer you a wholesome reward with minimum effort. Just pop a cake in the microwave, watch it rise, then spread on Betty Crockers delicious icying or spread. Its just like made from scratch – but its ready whenever and wherever you are! Features –Cakes are sold in three-packs. Each cake package contains a sealed cover containing Betty Crocker icing or spread and a plastic spread utensil. –Cakes are moist and fresh tasting upon microwaving. –Flavors include chocolate cake or yellow cake (each with chocolate icing), strawberry, coffee, German chocolate and more.
Betty Crocker Single Bakes Potential Line Extensions –Extensions are possible to cookies, cinnamon rolls and more, but such extensions likely will take place under the Pillsbury brand. Thus, extension opportunities take place more from a market and packaging knowledge standpoint. Brand –The Betty Crocker brand is the natural home for this concept. The existing brand will keep product introduction costs to a minimum and provide a natural advertising platform.
Betty Crocker Single Bakes Consumer Needs and Positioning –This product is expected to address the need for: a.A wholesome reward for all the hard work that women do b. Consumer demand for tasty snack food with less guilt Communication –Focus on rewarding women for their hard work. The quality of the product will allow overcome the communication to women, thus allowing for male consumption as well. –The offering will offer convenience to consumers. As an alternative to actually baking the product, a buyer can pick up a package of pre-prepared cakes for consumption at home, at the office or on the go.
Betty Crocker Single Bakes Barriers to Competition –Betty Crocker is a strong brand that resonates with consumers. The brand equity in baked dessert goods will allow General Mills to create a perceived value proposition that is difficult for competitors to replicate. Concerns/Challenges –Primary concern lies in delivering a product that delivers what consumers expect from Betty Crocker (at the time of consumption). Must create processes and packaging to gaurantee freshness at the time of consumption. Must also educate consumers to avoid storing, transporting or preparing the product in a manner which could reduce quality.
Respondent #PriceTasteUniqueness Purchase Intent Value 121433 254355 353144 424543 544444 654344 723332 834333 953334 1043334 Total Avg.184.108.40.206.6 Relatively positive consumer responses, though not perceived as being very unique Consumer Concept Evaluation Progresso Pronto Scoring: 1=worst to 5=best
Respondent #PriceTasteUniqueness Purchase Intent Value 123514 233133 331212 413121 533522 633522 722333 832441 923334 1013342 Total Avg.220.127.116.11.52.4 Relatively low consumer scores overall. Responses indicate product, however, is somewhat unique Consumer Concept Evaluation Oriental Express Scoring: 1=worst to 5=best
Respondent #PriceTasteUniqueness Purchase Intent Value 134344 254445 344334 444344 544455 634344 743434 854555 945445 1054455 Total Avg.4.14.03.74.14.5 Product very well. Consumers value score particularly positive for kids-oriented offering. Consumer Concept Evaluation Fiesta Ench-a-lottas Scoring: 1=worst to 5=best
Respondent #PriceTasteUniqueness Purchase Intent Value 121423 232333 332322 432423 532333 632312 721312 832422 921322 1032321 Total Avg.18.104.22.168.02.3 Low consumer scores. Consumer Concept Evaluation Pillsbury Shepherds Pie Scoring: 1=worst to 5=best
Respondent #PriceTasteUniqueness Purchase Intent Value 121332 234343 343334 432233 514322 623322 734333 843433 925322 1033333 Total Avg.2.73.23.02.8 Consumer scores are relatively low Consumer Concept Evaluation Betty Crocker Silver Servings NOTE: Concept should be retained for further consumer testing. Initial tests did not contain reasonable representation from target consumer group. Scoring: 1=worst to 5=best
Respondent #PriceTasteUniqueness Purchase Intent Value 135443 244344 334344 454335 545455 645454 754454 845444 944344 1045555 Total Avg.4.04.53.74.34.2 Scores are relatively strong. Believe sample uniqueness scores do not accurately represent differential quality from competition Consumer Concept Evaluation Betty Crocker Single Bakes Scoring: 1=worst to 5=best
Consumer Concept Evaluation Bases Matrix Average Rankings Concept Average Price Average Taste Average Unique Average Purchase Intent Average Value Overall Average Ranking Progresso Pronto22.214.171.124.6 3.7 Oriental Express126.96.36.199.52.42.6 Fiesta Ench-a-lottas4.14.03.74.14.54.0 Sheppards Pie188.8.131.52.02.32.4 Betty Crockers Single Bakes 4.04.53.74.34.24.0 Silver Servings2.73.23.02.8 2.9 Scoring: 1=worst to 5=best
Metrics Utilized For Concept Evaluation Three Dimensions (Axes) On (1 – 5 Scale) –Asset Compatibility Brand Distribution Capabilities Production Capability –Profitability Sustained Revenues Barriers To Entry Growth Potential Market Share –Unserved Needs / Gap Analysis Current Company Portfolio Competitive Portfolio Demographic Trends Psychographic Trends Asset Gap Analysis Profitability Concept Evaluation Metric Filter
Weighting of Three Attribute Dimensions Unserved Needs Asset Compatibility Profit 25% 35% 40% Weighting of attributes determined by level of uncertainty –Meeting un-served needs and determining brand fit is more certain (in terms of success) than profitability –All attributes critical to success of product launch Concept Evaluation Metric Filter
Progresso Pronto Silver Servings Fiesta Ench- a-lottas Single Bakes Oriental Express Pillsburys Shepherds Pie Brand Scorecard 345612 Production Facilities 346512 Distribution Potential 435621 Total Asset Score 1011161745 Fiesta Ench-a-lottas and Betty Crocker Single Bakes leverage existing General Mills assets Concept Evaluation Metric Filter – Asset Compatibility Scoring: 1=worst to 6=best (Forced Rankings)
Progresso Pronto Silver Servings Fiesta Ench-a- lottas Single Bakes Oriental Express Pillsburys Shepherds Pie Current Portfolio 325461 Competitive Portfolio 451623 Demographic Trends 234561 Psychographic Trends 236541 Consumer Feedback 345612 Total Gap Analysis Score 14172126198 Concept Evaluation Metric Filter – Gap Analysis Betty Crocker Single Bakes best capitalizes on an unserved market need. Scoring: 1=worst to 6=best (Forced Rankings)
Progresso Pronto Silver Servings Fiesta Ench-a- lottas Single Bakes Oriental Express Pillsburys Shepherds Pie Growth Potential 325461 Market Size 425631 Product Launch Costs 345612 Barriers to Entry 354612 Competition 264513 Total Profitability Score 15192327129 Concept Evaluation Metric Filter – Profitability Betty Crocker Single Bakes are a premium offering and holds the greatest profit potential. We anticipate Fiesta Ench-a-lottas will generate high profits due to its high pricer per ounce ratio. Scoring: 1=worst to 6=best (Forced Rankings)
Progresso Pronto Silver Servings Fiesta Ench- a-lottas Single Bakes Oriental Express Pillsburys Shepherds Pie Profitability 15192327129 Asset Compatibility 1011161745 Unserved Needs 14172126198 Total Profitability Score Concept Evaluation Results Selected Concepts Fiesta Ench-a-lottas Betty Crocker Single Bakes
Kids 10 to 13 – tweens – favor four ethnic varieties over American cuisine 1 Heinz acquired Delimex Foods in August, 2001, to target school lunch market –Weaker brand name than Old El Paso Supporting Research Mexican Food – Kid Consumption Source: 2001 Tweens in America Report, Wharf Research and Center for Culinary Development, November 6, 2001 1.Chinese 2.Mexican 3.Japanese 4.Italian 5.American
Supporting Research Cakes Consumption Recognized trend in UK toward snack market Cakes meet consumers needs for lighter and more wholesome sweet snacks (relative to most confections) Source: Cakes: Out of the tin and into a lunchbox, Grocer, p. 53, October 27, 2001 Opportunity to leverage Betty Crocker brand is growing in snacks
Product Positioning Methodology Packaging Mktg. Consumer Price Placement The product positioning was based on the five critical factors: Product Placement, Packaging, Marketing, Consumer Attributes, and Price.
Product Positioning Fiesta Ench-a-lottas Packaging Mktg. Segment Price Placement Ench-a-lottas are targeted at children and teens. The product will be placed in the supermarket where microwave-ready kids single-serving segments are found. Competitors include: Chef Boyardee, Kids Kitchen, Ragu Express Ench-a-lottas packaging is similar to Chef Boyardees. It will be microwave- ready after the metal pop-top is removed. Old El Paso branding will be prominently displayed to leverage the significant brand equity already enjoyed in the Mexican food category. Ench-a-lottas will be offered in a 7.5 oz size. The marketing campaign for Ench-a- lottas will use Old El Pasos established brand equity. Advertising through print will communicate the authentic Mexican flavor as well as the ease of preparation. Ench-a-lottas will be shown as fun and tasty way to eat lunch at home or at school. The target market segment for Ench-a-lottas will be children from the age of 5 to 15. Research and surveys show that Mexican food is popular with kids. Ench-a-lottas will be priced competitively with single serving Chef Boyardee offerings, at $1.29 for a 7.5 oz. container.
Product Positioning Betty Crocker Single Bakes Packaging Mktg. Segment Price Placement Betty Crocker Single Bakes will be placed in the snack aisle in the supermarket. Competitors include: Sara Lee, Hostess, Otis Spunkemeyer Betty Crocker Single Bakes will be offered in 3 packs. The product will contain a topping, a utensil and a single serving cake. It will be microwave ready after the top is taken off, and the plastic cover for the bowl is pulled back. The Betty Crocker branding will be prominently displayed to leverage its significant brand equity. The marketing campaign for Single Bakes will emphasize the wholesome quality and flavor of the Betty Crocker products. Single Bakes will provide the tastiness of Bettys best offerings with the ease and convenience of a prepared food. The target market for Betty Crockers Single Bakes is working women who are looking for a better solution than a candy bar between meals. Market research has shown that this segment is seeking an alternative to junk food for snacking. Bettys Single Bakes will be priced competitively with snack alternatives such as candy bars. The suggested price point is $2.69 for the 3 pack offering.
Sales Projection Methodology Summary View Identification and analysis of comparable launches Review of existing markets and market shares Evaluation of GM marketing and distribution Anticipation of competitor and market dynamics External Factors Internal Factors Annual Projections Year 1 Year 2Year 3 Year 2 Year 3
Next Steps Concept Confirmation Technical Feasibility Review Prototype Development BASES Phase I – Concept Testing BASES Phase II – In-Home Product Testing Test Market Remaining steps required prior to national product launches
Competition - Wet Product; Brand CompanyFeatures – Prep FlavorsMealTarget – Market Message Its Pasta Anytime; Classico BordenPasta & Sauce Wet Shelf-stable Microwave 15.25 oz $2.99/unit Tomato-Beef Tomato-mushroom Lunch Dinner Women Age 18-49 harried cooks Kids Kitchen HormelWet Microwave Cartoon characters Cheezy Mac N Cheese Beefy Mac N Cheese Mini Beef Ravioli Pizza Wedges – Pepperoni Lunch Snack School age children Feed Their Bodies, Feed Their Minds Ragu Express Pasta & Sauce Wet Microwave Traditional Tomato Classic Meat Flavor Sweet Tomato & Garlic Lunch Snack School age children Real Pasta, Real Sauce, Real Fast! EZ MacKraft
Competition - Frozen Product; Brand CompanyFeatures – Prep FlavorsMealTarget – Market Message Marie Callenders Bowls ConAgraTaste Frozen Microwave $2.99/unit Lemon herb chicken Country Style Beef Pot Roast Turkey Breast Medallions & Stuffing Lunch Dinner Healthly Choice Bowl Creations ConAgraHigh nutrition Frozen Microwave $2.39 Chili w/corn bread Chicken teriyaki; rice Colonial style chicken pie Tuna casserole Chicken breast strips w/mac & cheese LunchHealth conscious Easy lunchtime solution Uncle Bens Rice & Noodle Bowls Mars Inc.98% fat free Rice or noodles, meat, vegtables Frozen Microwave/ Oven Chili Lemon chicken Chicken fajitas Thai-curry chicken Thai-peanut chicken Jambalaya Lunch Dinner Contemporary individuals Women 25-40 Satisfy Your Passion for Good Good. Now The Hottest Thing in the Kitchen is in the Freezer
Competition - Frozen Product; Brand CompanyFeatures – Prep FlavorsMealTarget – Market Message Smart Ones Bowls; Weight Watchers HeinzLow calorie Low fat Frozen Microwave Lunch Dinner Lean Cuisine; Stouffers Nestle USAHealthy Frozen Roasted Chicken w/Lemon Pepper Rettucini Fiesta Grilled Chicken DinnerDo something good for yourself. StouffersNestle USAServing Sizes of 1, 2, 5 or 9 Frozen Macaroni & Cheese French Bread Pizza Over 50 varieties DinnerHell Love The Taste. Youll Love That Its So Good For Him. SwansonVlassicFrozenBoneless white meat fried chicken breast Hungry-Man Boneless White Meat Fried Chicken Breast Fried Chicken dinner Fun Feast All White Meat Fried Chicken Kids Dinner DinnerMake New Memories with Swanson
Competition - Dry Product; Brand CompanyFeatures – Prep FlavorsMealTarget – Market Message Cup Noodles Top Ramen NissinSoup Add hot water Beef Chicken Cajun Chicken Mushroom Chicken Etc. Lunch Snack FantasticSoup Spice HunterSoup Near EastSoup Knorr
Restaurants Competitive trends associated with this industry are as follows: 1. Trend towards quality fast food chains. 2. Disparity in eating out within in gender. 3. Ethnicity becoming a strong influence in restaurant industry. 4. Income also a factor concerning restaurant dining. 1) Future of fast-food: Becoming more upscale. 1 –Boston Market: take the meal home concept –Meal solutions: ready-to-eat meals at restaurants or groceries –51% of meals bought at restaurant taken home (of which, 2.1% come from fine restaurants. 2) Men more likely to eat at a restaurant versus women. 2 –(men = 4.6 meals outper week, women = 3.8 meals per week). –Additionally, men = 22% of all meals eaten out, vs. 18% for women. –Women consume 14.8 privately-prepared meals per week vs. men at 13.9 meals
Restaurants 3) Ethnicity playing large role in restaurant trends. 3 –More preferences and locations for ethnic-themed restaurants, especially among urban-professionals and internationals. –Most popular ethnic offerings: Thai Japanese South American Caribbean Minority groups tend to spend more on food away from home. 3 Hispanic adults lead all minorities in lunch and dinner (37% vs. 33% for African- Americans and Asians). Additionally, tend to order out more. Hispanic and African American females are more often on-premises patrons than their male counterparts. 4) Influence of Income. 3 –Individuals with higher household income tend to dine out more. Managerial and professional occupation households posted the highest per capita and average total spending away from home ($3,003 and $1,112, respectively). Consumers with household income of $75K or more eat an average of 4.9 meals commercially prepared vs. 3.2 for incomes of $15K or less.
Comparative Parameters ConceptComparative Price- point Comparative Ounce Size Progresso Pronto $1.8916 oz. Oriental Express $4.1712 oz. Fiesta Ench-A-Lottas $1.297.5 oz. Sheppards Pie $2.168 oz. Betty Single Bakes $2.5514 oz. Silver Servings $3.328.5 oz
Consumer Survey The following slides contain survey questions posed to consumers. This is a portion of the line of questioning we followed to understand consumer perceptions of existing and conceptual products
Oriental Express Product: –The idea behind this product allows for General Mills to tap into the Lunch- time-on-the-go arena. This product offering will come in a wet form such as noodle or rice with vegetables and a meat. Also, there could be a section of dry noodles to serve as a topping encased on the top of the package. The offering will also come in packaging that has a plastic lid for aesthetic purposes that will be removed for the microwave process. Flavors would include Chicken Lo-Mein, Pepper steak and rice, Orange Chicken and noodles. This item will come in 12 oz packaging and will retail for $4.17. Evaluation: Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high _____ Price _____ Taste _____ Unique _____ Purchase Intent _____ Value
Fiesta Ench-a-lottas Product: –Old El Paso, the worlds favorite brand of Mexican food, has been delivering the great tastes of Mexico to your home since 1917. Now their letting you enjoy a Mexican meal wherever you go with Fiesta Ench-a-lottas. Youll love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Pasos rich enchilada sauce. These single-serve Mexican meals satisfy your hunger at work, at school or at home with the great taste youve come to expect from Old El Paso. Just pop them in the microwave and savor the flavor. Flavors include beef, chicken or cheese. Ench-a-lottas are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover for microwaving. Served in 7.50 oz (for children or light eaters) or 7.5 oz packages (for adults seeking full meal). The retail price will be $1.29. Evaluation: Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high _____ Price _____ Taste _____ Unique _____ Purchase Intent _____ Value
Bettys Shepherds Pie Product : –The Pillsbury Dough Boy has just gotten back from holiday in jollyole England and has decided to share with his friends in America the Old World delicacy known as Shepherds Pie. This delicious meal-in-itself goes great for lunch or dinner, either way, it is sure to satisfy you hunger. It is loaded with vegetables, meat, and potatoes, but most importantly, it is topped off with a fresh Pillsbury crust just like grandma made when you were little. Just pop them in the microwave and savor the flavor. Each single-serving bowl contains either beef or chicken. Other flavors include chicken and dumplings and beef stew. The package consists of a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover for microwaving. Served in 8oz packages for adult seeking a satisfying lunch or light dinner. The retail price is $2.16. Evaluation: Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high _____ Price _____ Taste _____ Unique _____ Purchase Intent _____ Value
Betty Crocker Silver Servings Product: –One recent study reported Many older people, because of chronic medical problems, may require special diets: for example, a low-fat, low-cholesterol diet for heart disease, a low-sodium diet for high blood pressure, or a low-calorie diet for weight reduction. Special diets often require extra effort, but older people often settle for foods that are quick and easy to prepare, such as frozen dinners, canned foods, lunch meats, and others that may provide too many calories, or contain too much fat and sodium for their needs. Thus, Betty Crockers Silver Servings will bring healthy and wholesome staple meals that seniors are accustomed to such as Chicken Noodle Casserole and Hearty Beef Stew. Four lines will be offered: Healthy Low fat, low cholesterol (for hearth disease), Healthy Low Sodium (for high blood pressure), and Healthy Low Calorie (for weight reduction). Served in 10 oz packages for $3.33. Evaluation: Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high _____ Price _____ Taste _____ Unique _____ Purchase Intent _____ Value
Betty Crocker Single Bakes Product: –Nobody knows baking like Betty Crocker because for over 75 years, she has delivered trusted advice and quality products to millions of people, making life easier and ever more delicious. Betty is now preparing some of her most popular pastries for you so that you can enjoy wonderful cakes, brownies and muffins even when you dont have time to bake them from scratch. The single serving treats will be exactly what you need to get you from meal to meal during a busy day, or they can fill that craving for high quality, rich taste you have late at night. Heat these fresh quick-bake snacks in the microwave and add the pre- made frosting for a fast and tasty snack. Flavors include cinnamon roll, brownie, strudel, chocolate cake, German chocolate cake, lemon cake, vanilla cake and angel food cake. Served in 6 oz packages that retail for $0.99. Evaluation: Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high _____ Price _____ Taste _____ Unique _____ Purchase Intent _____ Value
General Survey 1.How would you describe your average work day? 2. What goes through your mind when you decide to eat away from work/school? 3. How would you describe your eating… –Frequency: –Portions: –Type of food:
General Survey 4. Where are you usually when you eat… –Lunch?: –Dinner?: 5. What kind of words come to mind with … –Lunch?: –Dinner?: 6. Why do (or dont) you take lunch to work? 7. What type of food do you take to work for lunch (if you take your lunch?).