Bowl Appetit!

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Bowl Appetit!

• Chris Herr
• Billy Hull
• Scott Lee
• Joel Lipsitch
• Sean Marshall
• Lisa Maxwell

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Agenda

• TOPICS PRESENTERS
• Strategy Scott
• Competitive Analysis
• Product Concept Analysis Billy Sean
• Concept 1 Co-Branding
• Concept 2 Meal Centers
• Financials Joel

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Strategy

• Dominate lunch segment for busy and/or working
  women by
• Introducing products delivering on fun benefit
• Increase usage in office through
• Increasing distribution
• Offering nutritional balance

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Agenda

• Strategy
• Competitive Analysis
• Product Concept Analysis
• Concept 1 Co-Branding
• Concept 2 Meal Centers
• Financials

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Competitive Analysis
Basis of Segmentation Target Consumers

• Busy/Working Women
• Bowl Appetit, Lean Cuisine
• Kids
• Chef Boyardee, Ragu Express, Kraft Easy Mac
• Men
• Its Pasta Anytime, Hormel Microcup, Dinty Moore

• Health Conscious
• Healthy Choice, Lean Cuisine, Marie Callenders
• Taste Conscious
• Its Pasta Anytime, Stouffers, Uncle Bens
• Price Sensitive
• Maruchan, Campbells, Cup-a-Soup, Mrs.
  Manischevitz

Source Company Ad Reels
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Offering Matrix Shelf Stable
Product Characteristics User Groups User Groups User Groups User Groups
Product Characteristics Working Women (buying for self) Working men (buying for self) Moms (buying for family) Kids
Taste (good) Classico Kraft Easy Mac Ragu Express
Nutritional Balance
Calories Fat (low) Classico Ragu Express
Price (low) Cup-O-Noodles Chef Boyardee Kraft Easy Mac Ragu Express
Variety (high) Soups Spice Hunter
Fun Kraft Easy Mac Ragu Express
Opportunity
Opportunity
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Offering Matrix Frozen Shelf Stable
Product Characteristics User Groups User Groups User Groups User Groups
Product Characteristics Working Women (buying for self) Working men (buying for self) Moms (buying for family) Kids
Taste (good) Classico Uncle Bens Stouffers Kraft Easy Mac Ragu Express
Nutritional Balance Lean Cuisine Healthy Choice
Calories Fat (low) Classico Lean Cuisine Healthy Choice Ragu Express
Price (low) Cup-O-Noodles Budget Gourmet Kraft Easy Mac Ragu Express
Variety (high) Soups Stouffers
Fun Kraft Easy Mac Ragu Express
Opportunity
Opportunity
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Agenda

• Strategy
• Competitive Analysis
• Product Concept Analysis
• Concept 1 Co-Branding
• Concept 2 Meal Centers
• Financials

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Product Concept 1Co-Branding with Womens
Entertainment Sources

• Value Proposition Switching Logic
• Turn your quick lunch into a quick escape
• Bowl Appetit will offer busy/working women
  something totally new and different
• This innovation will transform the 20-minute
  stressful lunch into a 20-minute escape from the
  ordinary

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Product Concept 1Turn your quick lunch into a
quick escape
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Product Concept 1Turn your quick lunch into a
quick escape
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Product Concept 1Fit with General Mills

• Packaging efficiencies
• Leverage General Mills image as a fun company
• Cash resources to negotiate agreement with media
  companies
• Product development experience
• Strong brand equity with consumers

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Product Concept 1 Marketing Plan

• Product
• Enhancement to current product by adding
  entertainment content from popular womens media
  sources
• Food offering will remain unchanged
• Promotion
• Trade promotions
• Price off
• Display Allowance
• Consumer promotions
• TV advertising
• Coupons in Magazines
• In-store displays

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Product Concept 1 Marketing Plan

• Placement/Distribution
• Food Located beside pastas, and prepackaged
  meals
• Drug Located in prepackaged meal section
• Mass Located in prepackaged meal section
• Wholesale Multi-packs
• Pricing
• 2.50 per package
• Packaging
• Inserts from Oxygen, InStyle, People and Conde
  Nast
• Logo from appropriate media company on outer
  carton

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Product Concept 2General Mills Meal Center

• Value Proposition Switching Logic
• One less thing to worry about in your busy day!
• Many working people would love to save time and
  money by eating at their workplace but bringing
  breakfast or lunch can be a hassle
• For those who do regularly bring a meal to work,
  the Meal Center will give them back precious
  minutes of their lives they would have spent
  preparing what to bring

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Product Concept 2Get a balanced breakfast and
lunch at the office!
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Product Concept 1Fit with General Mills

• Diversified assortment of food brands
• Ties together several General Mills brands to
  create a real, balanced meal
• Cash resources
• Expands distribution while maximizing cost
  savings by splitting the costs across the
  breakfast and meals divisions at GM
• Relationships with distributors
• Strong brand equity with consumers

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Product Concept 2 Marketing Plan

• Product
• Provides breakfast and lunch main courses with
  complementarities
• Promotion
• Trade promotions
• Distributor discounts
• Consumer promotions
• Buy one, get one free
• Coin redemption for trial
• Sampling

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Product Concept 2 Marketing Plan

• Placement/Distribution
• Office Complexes, Schools
• Cafeterias
• Employee Lounges/Break rooms
• The Fuqua Kiosk
• Pricing
• Bowl Appetit 3.00 per package
• Packaging
• Machine is customized for and exclusive to
  General Mills products

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Agenda

• Strategy
• Competitive Analysis
• Product Concept Analysis
• Concept 1 Co-Branding
• Concept 2 Meal Centers
• Financials

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Financials
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Questions Answers
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Financials