General Mills New Product Growth Strategy and Concepts Marketing Strategy Section 2, Team 7 Tiffany Mayo Andrea Monseliu Katie Penz (Locker 198) Amber.

General Mills New Product General Mills New Product Growth Strategy and ConceptsGrowth Strategy and Concepts

Marketing Strategy

Section 2, Team 7

Tiffany Mayo

Andrea Monseliu

Katie Penz (Locker 198)

Amber Pierce

Nikki Silva

David Zellen

AgendaAgenda

Project Objective Situation Analysis

– Company– Competitors– Consumer

New Product Growth Strategy Build Upon Existing Brand Equities

– Bowl Appetit– Suddenly Salad Individual Servings– Progresso Du Jour

Project ObjectiveProject Objective

To generate the maximum level of sustainable growth in single serve shelf stable food products revenues for the next 3 years

CompanyCompany**

General Mills Corporate Objectives – Product Innovation- leading to unit volume growth

and market share gains– Channel Expansion- to build the business in the

many places consumers buy food beyond traditional grocery

– International Expansion- to extend the brands to fast growing global markets

– Margin Expansion- continuous productivity innovation

*Source: 2000 Annual Report

Evaluating the BusinessEvaluating the Business

GMI should focus on most attractive segment of the business and build it selectively

Business Strength

Mar

ket

Att

ract

iven

ess

Low

Low

Hig

hM

ediu

m

MediumHigh0

1.67

3.33

5

5 3.33 1.67 0

Evaluating the BusinessEvaluating the Business

Weight Rating Value

Market Sales Volume in Market 0.4 2 0.8

Attractiveness Market Growth Rate 0.2 4 0.8

Competitive Intensity 0.4 3 1.2Total 2.8

Weight Rating Value

Market Share 0.2 3 0.6

Business Brand Reputation 0.3 4 1.2

Strength Distribution Coverage 0.2 5 1.0

Unit Costs 0.3 3 0.9

Total 3.7

Source: Weights and Ratings were given by a General Mills Employee

General Mills: SWOTGeneral Mills: SWOTStrengthsGeneral Mills and Betty Crocker brand equity

Distribution capabilities and sales force

Capital resourcesRaw material purchasing

WeaknessesCompetition is intense in convenient meals category

Customer demands increasing innovation and value

Not category leader, so poor placement in store

OpportunitiesNew meal occasionsNew usersStrong brand equityLine extensions

ThreatsEntry from competitors

Company: Key LearningsCompany: Key Learnings

Product innovation drives growth Strong equities in Betty Crocker and

other GMI brands Shelf stable meals is an attractive

market that should be built selectively

Competitors: Porter’s 5 ForcesCompetitors: Porter’s 5 Forces

Industry Competitors

Large number of competitors

Difficult to determine who direct competitors are

Highly fragmented, not homogenous

Demand stable

Size distribution of competitors is pretty equal. Firms act more individualistically

Suppliers Supplier can increase input costs GM is large purchaser for suppliers

(economies of scale)

New Entrants Established food

manufacturers can get into category with low capital cost

Technology advantages

Buyers Customers have power of distribution in

their stores Large number of buyers in grocery industry.

Some very large. Individual consumers power is low Buyers can’t integrate backwards

Substitutes Plethora of substitutes:

Frozen, shelf stable, refrigerated, fast food

Affects ability of the firm to raise prices or change attributes

Limits profits

Value Net: (Complements) Non food: fork, napkin,

microwave Food: meat, added veggies,

water

Customer: Retail TrendsCustomer: Retail Trends

Supermarket sales increased approximately 5% each year since 1990*

Time pressed consumers turn to supermarkets for mealtime solutions

Traditional grocery sales have flattened** Growth in alternative channels: club

stores, mass, convenience

Source: *“Brands of the Land”, Brandweek, April 30, 2001.**Progressivegrocer.com

Consumer: Ready Meal TrendsConsumer: Ready Meal Trends**

Convenience– No longer sufficient to sustain innovation – Ease and speed of preparation– Facilitates preparation of single portion meals which is key with the rise

in single person households Indulgence

– Key driver of product innovation – Attempt to recreate the foodservice and takeaway experience at home

Health – Least important driver of ready meal innovation– Perceived as sacrificing taste and texture in return for low fat or

reduced salt Category

– Ready meal product innovation encourages consumers to trade-up

Source: Reuters; Growth Strategies in Meal Solutions: Targeting the in-home consumer. October 2000

Summary of Key LearningsSummary of Key Learnings

General Mills’ strengths are strong brand equities and deep understandings of their consumers

Competition is intense, with threat of new entrants and substitutes

Consumers are searching for quick, indulgent meal solutions

New Product Growth StrategyNew Product Growth Strategy

To build upon existing brand equities owned by General Mills through the creation of premium quality products that deliver solutions to consumers’ unmet needs

Drive incremental volume growth for General Mills

Existing Brand EquitiesExisting Brand Equities

Brand equities identified to build upon:

ALL brands are strong in their respective meal categories

Single-serve opportunities exist for ALL of them

Launch TimelineLaunch Timeline

Bowl Appettit

Progresso Soup Bowls

Suddenly Salad

Q1 2003Q1 2002 Q2 2002 Q3 2002 Q4 2002



Bowl Appetit: CompetitionBowl Appetit: Competition

Close competitors: shelved near Bowl Appetit, microwavable, and/or add water

As move further out of circle, need freezer or more preparation time

Bowl Appetit

Microwave cups (Dinty Moore, Chef Boyardee, Hormel)

Add water cups/noodle cups

Frozen meals (Lean Cuisine, Uncle Bens, Healthy Choice)

Other side dishes and Fast food

Competition: Category PlayersCompetition: Category Players

0%

16%

1%

65%

9%

4%

0%

5%

Betty Crocker Bowl

Campbell's Soup to Go

Chef Boyardee MV Meals

Classico~It's Pasta Anytime

Fantastic

Kraft Easy Mac

Maruchan Instant Lunch

Ragu Expres

s

Unit Volume – Aug ’00 – Aug ‘01

Maruchian with lowest price point and lower quality moves the most unit volume Bowl Appetit #3 in unit volume Kraft Easy Mac with only 1 variety does more than half the unit volume of 10

varieties of Bowl Appetit

Competition: Category PlayersCompetition: Category Players

16%

0%

19%

12%0%17%

34%

2% Betty Crocker Bowl Appetit


Chef Boyardee MW Meals

Classico - It's Pasta Anytime

Fantastic

Kraft Easy

Maruchan Instant Lunch

Ragu Express

$ Volume – Aug ’00 – Aug ‘01

Bowl Appetit #4 in $ volume behind Maruchan, Chef Boyardee, and Kraft Category more evenly divided at $ volume level, still opportunity to grab more market share

Target ConsumersTarget ConsumersCompetitor Target Moment’s MotiveMaruchan Young Adults, low

income familiesI need some quick fuel, and quality does not matter.

Chef Boyardee Kids, Teens Mom isn’t home, but I’m hungry and need to fix something quick for a meal/snack.

Easy Mac Kids, Teens Mom isn’t home, but I’m hungry and need to fix something quick for a meal/snack.

Ragu Express Kids, Teens Mom isn’t home, but I’m hungry and need to fix something quick for a meal/snack.

Classico – Pasta Anytime

Young Men No time, no one home – need substantial food now.

No one offering side dish solutions to busy women

Bowl Appetit: SWOTBowl Appetit: SWOTStrengthsConveniencePortabilityEase of preparationVariety of flavor offeringsTarget consumer is different from most

single serve shelf stable foods “In-home dinners include more…

macaroni, flavored rice…”*

WeaknessesBrand name/image is not consistent with

productPackage is not appealing visuallyFrozen meals are fresher and more

appealingNot available in some storesNot a new product concept, not innovative to

the consumerRequires microwave and silverwareHigh storage cost to consumer

OpportunitiesFreezer space is at a premiumFills distribution voidsTargets unique segment in the

category

ThreatsFreezers increased penetration in the work

place leads to more options for consumersNew competitors entering market (Lipton)

Source: AC Nielsen, NPD, Comparing 1990-1998.

Positives outweigh negatives with room to strengthen brands’ position in the category

Bowl Appetit Revisited: Bowl Appetit Revisited: ProductProduct

Improve the taste of the rice and pasta dishes Reshoot food photography on packaging to

increase appetite appeal Reposition product with stronger focus on side

dish usage vs. luncheon– 78% of main meals are prepared in the home,

therefore bigger opportunity than lunches on the go*

Source: One-one-One Interviews, Fall 2001; *AC Nielsen, NPD, 1999.

Bowl Appetit Revisited: Bowl Appetit Revisited: PricePrice

Remains unchanged, assuming hurdle rate on the margin has room for quality improvements

Premium over competition appropriately reflects higher quality image

Bowl Appetit Revisited: Bowl Appetit Revisited: PlacePlace

Raise level of distribution of potato products to 80% ACV

Refocus sales team on pasta/rice aisle– Work with Helper brand team to create a display

competition Communicate News America program to

sales force Attempt to sell-in at Wal-Mart &Target

– Potentially poor distribution. Only 6-7% consumers purchase Bowl Appetit in Wal-Mart.

Bowl Appetit Revisited: Bowl Appetit Revisited: PromotionPromotion

FSI communicating improved taste to stimulate retrial

News America Coupon Machines to call attention to singe-serve area of the store

– Stimulates +28% sales lift for 4 week cycle

Source: www.newsamerica.com

Revenue ProjectionsRevenue Projections

Year Estimated Revenue

2002 $64, 540, 000

2003 $69, 700, 000

2004 $75, 000, 000

Initial jump in revenues due to Potato Line’s gain in ACV

Category growth and continued support with FSIs will boost market share in years 2 and 3



Seasonal ImplicationsSeasonal Implications

$30,000

$35,000

$40,000

$45,000

$50,000

$55,000

$60,000

$65,000

$70,000

Fall Winter Spring Summer

Other Shelf-Stable Products




Bowl Appetit

Bowl Appetit Bowl

AppetitBowl

Appetit

$ Volume – Aug ’00 – Aug ‘01

Bowl Appetit’s change in $ volume between Fall and Summer: -30% Remainder of category’s difference: -4%

*Data does not include Ragu Express, launched Summer of 2001

Lunch Category: Perceptual MapLunch Category: Perceptual Map

Heavy

Quick Preparation

Opportunity for a quick and lighter lunch offering

Slow-Cooked Stew

Opportunity

Light

Longer Preparation

Granola / Fruit Bar

Cereal

Noodle Cups

Hormel

Fast Food

Homemade Salad

Frozen DinnerEasy Mac

Grilled Chicken Sandwich

Consumer InsightsConsumer Insights

People love their pasta!– $1.3B of pasta is consumed/year*– 63% of US homes have 3 or more boxes of pasta

in their cupboards ~ of these people 62% cook pasta once a week**

– Classic summertime meal or side dish– Essence, Seventeen, and Redbook all provided

recipes for their readers last summer– #1 line for Bowl Appetit

Sources: * Princeton Survey Research Associates, July 1999; **National Pasta Association, 1992.

OpportunitiesOpportunities

Grow single-serve category by focusing on the Bowl Appetit off-season

Rise in sales during summer season Deliver a quick to prepare, yet lighter

lunch Capitalize on popularity of pasta Build on established brand equity of

General Mills’ Suddenly Salad

Introducing…Introducing…New Single Serve New Single Serve

Suddenly SaladSuddenly Salad

Tested ConceptTested Concept

“The new quick light meal for people on the go” When you’re hungry, the easy thing to do is to grab some heavy, fatty fast food. This avoids dealing with preparation and cleaning needed in making a meal, but provides so little of the nutrition needed to get you through your day. Now Betty Crocker brings you single serve Suddenly Salad Pasta Salads. These tasty salads come in their own bowl and are simple to prepare. Simply, pop them in the microwave for five minutes, and leave them in the fridge for another five minutes to cool off. In ten minutes, you will have a light pasta salad with chopped vegetables and a packet of Paul Newman’s lite Italian dressing to drizzle over. Betty Crocker’s single serve Suddenly Salad Pasta Salads offers a tasty, light, and quick meal with no clean up. Single serving- $1.75

Introducing single serve Suddenly Salad Pasta Salad

Market Research ResultsMarket Research Results

Purchase intent: 40% -Definitely would buy and Probably would buy.

Females < 30, 56% - Definitely would buy and Probably would buy.

“I’m always looking for refreshing alternative at lunchtime!”

“Great idea… when will it be on the shelf?”

Suddenly Salad: ProductSuddenly Salad: Product Flavors*-

– Ranch and Bacon– Caesar– Classic

Package- – White bowl to convey light, refreshing, coolness, and

cleanliness– Cardboard slip on package will leverage Suddenly Salad’s

green packaging Positioning-

– Light, refreshing meal for women on the go – Women > 21

Source: Suddenly Salad Website

Suddenly Salad: PriceSuddenly Salad: Price

Price- $1.75 – Acceptance from tested respondents– Offer trade discounts to encourage retail

acceptance– Current Suddenly Salad priced at $2.29

per package = 4 small servings Individual size priced at a premium due to bowl

convenience

Suddenly Salad: Place Suddenly Salad: Place

Located in grocery near Bowl Appetit– Will be perceived as a light alternative

among Chef Boyardee and Dinty Moore options

Other channels include mass, club and drug– Not convenience stores because it requires

refrigeration before consumption

Suddenly Salad: PromotionSuddenly Salad: Promotion

Placement in Self, Oprah, Rosie and New Woman magazines

Sampling program through mall tours Cross-couponing with boxed Suddenly Salad FSI to generate trial in April 2002 Targeted Catalina coupons off consumers’

purchases of yogurt and bottled water Coupons offered at Bally’s gyms

Media FlowMedia Flow

MAR APR MAY JUN JULY AUG

National National

2002

Print Campaign

Sampling Program

Free Standing Insert

Catalina

Cross-couponing

Awareness FSI and Catalina. Trial and adoption driven with print, cross promotions and sampling.

Competitors ReactionCompetitors Reaction

Kraft Pasta Salad is the other major player in boxed pasta salad Have understanding and technology

of shelf-stable single serve category with Easy Mac

May move into category after our initial seasonal roll-out



2002 $11, 600, 000

2003 $10, 200, 000

2004 $8, 250, 000

Assume majority of sales will be incremental due to the spring/summer seasonality Assume competition will enter the arena after initial success Continued marketing support with FSIs and seasonal promotions in year 2 and 3 to maintain share



Soup Category: OverviewSoup Category: Overview

$2.4B retail market 10B bowls of soup are consumed annually Most popular flavors, Chicken Noodle and Tomato soup, are among

the top TEN food items sold in grocery stores 40% of the U.S. population carries a meal or snack from home at least

once during a 2 week period*

40% of working women bring a brown bag lunch at least twice a week**

Source: *Campbell’s Annual Report 2001; **“Campbell’s new Soup to Go ads are directed at working women”, WSJ, November 18, 1999.

Soup Category: SWOTSoup Category: SWOTStrengths5% growth of U.S soup consumption in

2001b

Comfort food- warming aroma and flavors that conjure up memories of Mom’s kitchen

96% U.S. household penetrationa

10 billion bowls consumed in U.S. per year*

Soup offers high profit per foot in retail

Weaknesses Sodium level high Price increases last 5 years- potential price/value

issue Some consumers do not like new recipe flavors Has not kept up on trend with convenience Seasonal

OpportunitiesPremium ready to eat in single-serve

packagingEthnic flavors (Cajun, Asian, etc)New occasions Premium with high quality vegetables,

meat and pastasRestaurant partnership

Threats Private label Soup-specific restaurants Single-serve meal substitutes Global warming 4.5% soup consumption decline in soup in 2000**

Source: *Campbell’s Annual Report 2001

** “S&P lowers ratings for Campbell’s on Financials, Debt”, WSJ, November 17, 2000

Soup Category: Perceptual MapSoup Category: Perceptual Map

Low Quality/Price

Quick Preparation

Opportunity for premium quick preparation soup product

Private Label

Opportunity

Premium Quality/Price

Longer Preparation

Campbell's Chunky

Campbell's Ready to Serve Classics

Campbell's Select

Campbell's Simply Home Jar

Progresso Can

Campbell's Condensed

Noodle Cups (Maruchan, Nissin)

Add Water Cups (Fantastic, Knorr)

Ramen Noodle Soup


OpportunitiesOpportunities

Opportunity for premium, quick preparation soup product

Lunch occasion provides opportunity for new innovation

Given current social environment, consumer’s may increasingly seek comfort food…soup!

Introducing…Introducing…Progresso Du JourProgresso Du Jour

Du JourChicken Noodle Soup


As a busy adult, you are seeking a quality, satisfying meal- something that will nourish you from the inside out. A hearty soup sounds good, but you

don’t have the time to go to a restaurant or to go through the fuss of preparing your meal conventionally on the stovetop.

You want a nutritious meal, but you also need it to be quick and convenient. A hearty soup is a soothing, comforting meal that helps ease the tensions of the day. Our new Progresso Hearty Soup Bowls are easy to prepare and can be taken anywhere. Just heat and eat with the spoon we’ve included for you.

From Progresso- the soup brand that is know for hearty premium soups. Suggested flavors include:Roasted chicken and dumpling Hearty tomato chiliBeef stew with potato, carrot and mushrooms Single serving- $1.79

Introducing Progresso Hearty Soup Bowls


Purchase intent: Top 2 Boxes - 60% Universal appeal to all segments of

respondents More classic flavors were suggested by

consumers tested

Progresso Du Jour: Progresso Du Jour: A good fit with General MillsA good fit with General Mills

Leveraging Progresso brand equity purchased from Pillsbury

Leveraging bowl technology used for Bowl Appetit

Synergy with Progresso retail distribution and GM sales force

Expertise in category- 30% share of soup Building on corporate objective of product

innovation

Progresso Du Jour: Progresso Du Jour: ProductProduct

Flavors*- Chicken Noodle, Beef & Vegetable, Minestrone, Roasted Chicken Italiano, Creamy Tomato & Basil

Package- deeper bowl with a smaller circumference to mimic a soup crock

Positioning- Adults > 21

*Source: Progresso Website Flavor contest, Campbell’s Website

Progresso Du Jour: Progresso Du Jour: PositioningPositioning

Value Proposition

“Progresso Soups are ready to serve and leave you feeling satisfied and good to go.”

“Progresso chooses the finest ingredients, carefully attending to flavor, texture and color, and use them generously, with more bigger pieces of vegetables, pasta and meats.”

Source: www.progessosoup.com

Progresso Du Jour: PriceProgresso Du Jour: Price

Price- $1.79 – Current Progresso canned soup priced at

$2.39 for a can = 2.5 servings

Compared to competition– Campbell’s Soup to Go priced at $1.34*,

our premium identifies larger serving size and premium product

*Source: Store walk analysis and A.C. Nielsen data

Soup Category: SWOTSoup Category: SWOTStrengths5% growth of U.S soup consumption in

2001b

Comfort food- warming aroma and flavors that conjure up memories of Mom’s kitchen

96% U.S. household penetrationa

10 billion bowls consumed in U.S. per year*

Soup offers high profit per foot in retail

Weaknesses Sodium level high Price increases last 5 years- potential price/value

issue Some consumers do not like new recipe flavors Has not kept up on trend with convenience Seasonal

OpportunitiesPremium ready to eat in single-serve

packagingEthnic flavors (Cajun, Asian, etc)New occasions Premium with high quality vegetables,

meat and pastasRestaurant partnership

Threats Private label Soup-specific restaurants Single-serve meal substitutes Global warming 4.5% soup consumption decline in soup in 2000**

Source: *Campbell’s Annual Report 2001

** “S&P lowers ratings for Campbell’s on Financials, Debt”, WSJ, November 17, 2000


As a busy adult, you are seeking a quality, satisfying meal- something that will nourish you from the inside out. A hearty soup sounds good, but you

don’t have the time to go to a restaurant or to go through the fuss of preparing your meal conventionally on the stovetop.

You want a nutritious meal, but you also need it to be quick and convenient. A hearty soup is a soothing, comforting meal that helps ease the tensions of the day. Our new Progresso Hearty Soup Bowls are easy to prepare and can be taken anywhere. Just heat and eat with the spoon we’ve included for you.

From Progresso- the soup brand that is know for hearty premium soups. Suggested flavors include:Roasted chicken and dumpling Hearty tomato chiliBeef stew with potato, carrot and mushrooms Single serving- $1.79

Introducing Progresso Hearty Soup Bowls


Purchase intent: Top 2 Boxes - 60% Universal appeal to all segments of

respondents More classic flavors were suggested by

consumers tested

Progresso Du Jour: Progresso Du Jour: A good fit with General MillsA good fit with General Mills

Leveraging Progresso brand equity purchased from Pillsbury

Leveraging bowl technology used for Bowl Appetit

Synergy with Progresso retail distribution and GM sales force

Expertise in category- 30% share of soup Building on corporate objective of product

innovation

Progresso Du Jour: PriceProgresso Du Jour: Price

Price- $1.79 – Current Progresso canned soup priced at

$2.39 for a can = 2.5 servings

Compared to competition– Campbell’s Soup to Go priced at $1.34*,

our premium identifies larger serving size and premium product

*Source: Store walk analysis and A.C. Nielsen data

Progresso Du Jour: Progresso Du Jour: Place Place

Located in grocery soup section within the Progresso brand block

Other channels include convenience, mass and club near on-the-go lunch offerings

Progresso Du Jour: Progresso Du Jour: PromotionPromotion

Cross-promotion with regular soup (coupon under the wrapper of soup cans)– Trial generating FSI– Print: People, Self, Family Circle, Better Home and

Garden (general appeal with adults > 21)– TV: Prime time, soaps

On Pack Promotion with Saltine crackers

Progresso Du Jour: Progresso Du Jour: Media FlowMedia Flow

SEP OCT NOV DEC JAN FEB MAR

National National

2002 2003

Saltine Crackers

Television

Print

FSIs

Cross-Promotions

Awareness driven by T.V. spending and FSI. Trial and adoption driven with print, cross promotions and FSI.

Progresso Du Jour: Progresso Du Jour: Competitive ReactionCompetitive Reaction

Current soup market share- – Progresso approximately 30% – Campbell’s approximately 70%

Campbell’s has been more innovative and on trend than Progresso with new ready to eat products

Campbell’s may react by copying with their own single serve bowl product

However, Progresso, currently positioned as premium, ready-to-eat soup, likely to be an easier transition into single serve than Campbell’s know by consumer for condensed soups

Additionally, General Mills already possesses bowl supply technology and scale with existing Bowl Appetit



2002 $1.3B

2003 $1.0B

2004 $1.3B

Initial cannibalization from Progresso $265,000 Assumed increased competition in year 2 Assumed new flavor launch in year 3 Category growth and continued support with FSIs

and seasonal promotions in years 2 and 3

SummarySummary

Total revenue projection from repositioning and new products:

Built upon existing brand equities owned by General Mills through the creation of premium quality products that deliver solutions to consumers’ unmet needs

Positioned for long-term sustainable growth


2002 $1.4 B

2003 $1.1 B

2004 $1.3 B

Back UpBack Up

Evaluating the BusinessEvaluating the BusinessFocus: Bowl AppetitFocus: Bowl Appetit

Star Problem Child

Cash Cow DogsGro

wth

Op

por

tun

ity

Relative $ Volume Share

High

High

Low

Low

BowlAppetit

Porter’s Generic Strategies Porter’s Generic Strategies Focus: Single-Serve Shelf Stable ProductsFocus: Single-Serve Shelf Stable Products

Convenience

Only pasta, rice or potato meal option in category

served in a bowl

Ease of preparation & usage

No pots or refrigerated ingredients required

Easy usage at home and away from home

Strong brand equity

Betty Crocker name evokes high quality and

home style image

Quick, tasty meal option ready in little time

Great meal variety

Only brand in category that provides product

variety (savory rice, creamy pasta, hearty potato)

Busy moms can get a tasty, quick meal for lunch

High quality, good taste association of Betty

Crocker products makes mom feel good about herself

Working women can have a hot lunch meal option

Kids can get a convenient, quick meal option w/o dirtying dishes (lunch/snack)

Str

ateg

ic T

arg

et

Uniqueness Perceived by the Customer

Low Cost Position

Ind

ust

ry-w

ide

Par

ticu

lar

Seg

men

t O

nly

Strategic Advantage

Consumer AnalysisConsumer Analysis Target busy women who are unwilling to compromise convenience

and taste when it comes to lunch Position Bowl Appetit as more desirable than ordinary lunchtime

alternatives and communicate the brand’s homestyle rich flavor in a charming, memorable way

Potential market size: 52M Buying Behavior: purchased during the weekly, family grocery trip Product usage: side dish vs. meal option The under-served needs and wants are:

Needs Wants

• Fast meal • Nutritious• High quality ingredients• Great Flavor• Indulgent and adventurous• Easy to prepare

Product Concepts TestedProduct Concepts Tested

Progresso Hearty Soup Bowls Betty Crocker Hearty Lunch Helper Suddenly Salad Pasta Salad to Go Bowl Appetit Gourmet on the Go Ethnic Flavored Rice and Couscous Betty Crocker’s “Just like Homemade”

Desserts Betty Crocker Kids Treats


You are seeking a hearty, quick and nutritious meal because you know you have a long day ahead. The current selection of shelf-stable, convenient meals doesn’t leave you feeling full and satisfied. They are really no more than a side dish or an appetizer that leaves you wanting for a “real” meal. Betty Crocker has your solution! Introducing Betty Crocker’s Hearty Lunch Helper. Hearty Lunch Helper is a protein enriched meal that is convenient and portable- a great solution for all of your busy days. Hearty Lunch Helpers are a shelf stable chicken and tuna casserole type of single serve bowl meal. The protein, Purdue chicken or Bumblebee tuna is added for the long-lasing energy of protein you know you’ll need. You’ve made Betty Crocker’s Chicken and Tuna Helper for your family’s meal solutions…now you can make Hearty Lunch Helpers for yourself! Flavors include:Tuna casserole Chicken casseroleChicken with au gratin potatoes Single serving- $2.50

Introducing Betty Crocker’s Hearty Lunch Helper


A quick, convenient meal that will not only satisfy your need to eat, but will also indulge your taste buds! You know you need to take time for lunch, but you’re tired of eating the same boring things for lunch! You want to indulge yourself with an innovative and exciting lunch; after all you deserve to take care of yourself! Bowl Appetit Gourmet on the Go provides you with just the solution you seek- a flavorful, nutritious and quick lunch that not only satisfies the need to eat, but also satisfies your taste buds and you desire for something better. In our convenient bowl, all you have to do is add water, heat and eat. It’s a delicious meal, prepared in minutes! Betty Crocker has always helped moms prepare meals to satisfy your families, now Betty can also help mom satisfy herself! Flavors include:Black bean and salsa with Spanish riceJalapeno cheddar and spinach potatoesWild rice with artichoke and sun dried tomatoes Single serving- $2.49

Introducing Betty Crocker’s Bowl Appetit Gourmet on the Go


You love that Thai restaurant down the street…you had great Chinese food last week. Wouldn’t it be great if you could capture some of those great flavors at home? You want the great tastes and variety of these restaurants, but you also need to have a convenient meal solution. Betty Crocker’s new Ethnic Flavored Rice and Couscous is an innovative single serve, shelf-stable, heat and eat sensation that not only gives you those great tastes but also comes in variety of flavors to satisfy you. Ethnic Flavored Rice and Couscous, from Betty Crocker, the trusted name for quality and innovation. Flavors include:Oriental RiceThai riceTeriyaki Rice Single serving- $2.25

Introducing Betty Crocker’s Ethnic Flavored Rice and Couscous


We all like a delicious traditional dessert- just like the homemade ones our mom used to make. We love to indulge ourselves, but desserts have always been so time consuming to prepare. Betty Crocker’s “Just like Homemade Desserts” help you have the treat you seek, but are more convenient and easier to prepare than a traditional dessert. “Just like Homemade” provides you with a delicious dessert with all of the taste and quality and you seek but in a minimal time.

“Just like Homemade” from Betty Crocker, the trusted premium baking brand. Flavors include:Cinnamon Apple CrispVanilla Rice Pudding with RaisinsTraditional Bread PuddingChocolate brownie with fudge sauceGerman chocolate cakeChocolate cake with raspberry topping Single serving- $1.29

Introducing Betty Crocker’s Just like Homemade Desserts


A great, quick way for your kids to prepare a dessert snack without the mess! Your kids want to learn how to prepare desserts and treats on their own. Most of your recipes are too difficult for kids to prepare on their own. Betty Crocker is introducing new Kids Treats- just add water and microwave for a delicious kid-size dessert treat they can make themselves! Flavors include:Chocolate cupcakeYellow cake with frostingChocolate browniesS’mores Multi-pack with three single servings- $2.29

Introducing Betty Crocker Kids Treats

Market Research MethodMarket Research Method

Tested seven concepts Received feedback via email Focused on purchase intent N=53

– Females, > 30 years or a Mom, N = 19– Females, < 30 years, N = 18– Males, N = 16

Bowl Appetit’s Competitors: Bowl Appetit’s Competitors: Strengths and Weaknesses Strengths and Weaknesses

Competitor Strengths WeaknessesNoodle Cups Least expensive offering

Doesn’t require a microwave - just add hot water, soak and serve

Low quality Low brand awareness

Add Water Cups Exotic flavor offerings Organic brands Do not need microwave

Higher quality Flavors not mainstream Low brand awareness

Microwave Cups with Meat Kids kitchen targets kids Brand equity with meat

Small portion

Micro Multipacks Strong marketing spending- backed by Kraft and Unilever

Target kids/teens Inexpensive per serving Distribution

Cannibalization Lower quality than regular

Kraft Mac and Cheese Small portion

Frozen Higher perceived quality of vegetables and meat

More flavor offerings

Highest price per serving Need a freezer and

microwave to prepare

Competitors: Competitors: Store Walk Data Store Walk Data

Store Price Varieties Location CompetitorsWal-Mart N/a N/a Chef Boyardee,

Campbell’s, Hormel

Kmart N/a N/a Chef Boyardee, Campbell’s, Hormel

Kroger $1.89PP Mac n Cheese, Alfredo, Chick Veg, Tom Parm, and 3 Potatoes

Middle Shelf Chef Boyardee, Hormel, Dinty Moore

Food Lion $1.29 PP Southwestern Rice, Chick Veg

Bottom Shelf Dinty Moore, Hormel and Chef Boyardee

Harris Teeter $1.89 Alfredo, Chic Veg, Tom Parm, and 3 Potatoes

Bottom Shelf/ in the mac & cheese section

Chef Boyardee, Campbell’s, Hormel, Dinty Moore

Jewel (Chicago) $1.89 All 8 Top shelf N/A

Associated (NY) $1.79 (sale $0.99)

All 8 2nd from top/ Pasta section

Pasta Anytime

King Kullen, Key Foods (NY)

N/a Chef Boyardee, Campbell’s, Hormel

Circle K N/a Chef Boyardee, Hormel

• Bowl Appetit most often shelved near shelf stable microwavable meals

Revenue Projections: Bowl AppetitRevenue Projections: Bowl Appetit

Revenue Projections: Suddenly SaladRevenue Projections: Suddenly Salad

Top 10 SoupsTop 10 Soups

1. Roasted Chicken Italian 24%

2. Beef Barley 20%

3. Chicken Noodle 19%

4. Manhattan Clam Chowder 17%

5. Minestrone 17%

6. Chickarina 17%

7. New England Clam Chowder 14%

8. Lentil 12%

9. Vegetable 9%

10. Chicken with Wild Rice 9%

Source: www.progessosoup.com

Revenue Projections: Progresso Du JourRevenue Projections: Progresso Du Jour

General Mills New Product Growth Strategy and Concepts Marketing Strategy Section 2, Team 7 Tiffany Mayo Andrea Monseliu Katie Penz (Locker 198) Amber.

Documents

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direct competitors

fast food

attractive market

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