Title: Project Bowl Apptit
1Project Bowl Appétit!
Section 201, Team 7, Locker 74
2Agenda
- Situation Analysis and Objective
- SWOT Framework
- Strategy
- Two New Concepts
- Revenue Projections
3Situation Analysis
Market Share 2000
Bowl Appétit 2.6
Objective to generate the maximum level of
sustainable growth in Bowl Appétit revenues for
the next three years.
4Taste TestCompetitors
- Taste
- Kroger Spicy Beef Broccoli Bowl
- Pretty tasty. Rice is kind of gummy.
- Uncle Bens Noodle Bowl Spicy Peanut Chicken
- Chicken is good. Zing at the end was good.
Noodles are a little too slick. - Chef Boyardee Chicken and Vegetables
- Tastes very processed reminds me of Campbells
soup.
5Bowl Appétit Analysis
- Strengths
- Brand name
- Convenience
- Ease of preparation/ clean up
- Shelf stable doesnt take up freezer space
- Portability
- Weaknesses
- Taste
- In store location
- Heartiness
- Appearance of product during preparation
- Lack of awareness of the shelf stable sub category
6Bowl Appétit Analysis
- Opportunities
- Moms looking for quick, healthy meals for kids
- Improve on heartiness/ quality of the product
- Leverage partnerships
- Leverage GM technologies
- Demographic and lifestyle trends
- Threats
- Competitive market
- Generic brands entering shelf stable market
- Lack of differentiation
- High copy-cat factor
- Lack of brand loyalty
7Strategy
- Market Challenger
- Aggressively pursuing market leaders
- Flanking strategy
- Filling identified product gaps in the category
- Leveraging key brand equity and learnings from
market intelligence to build and improve upon
category opportunities
8Competitive Landscape
Frozen
Shelf stable
Adults
Adults
- Stouffers
- Uncle Bens
- Healthy Choice
- Marie Callenders
- Chef Boyardee
- Classico Pasta Anytime
- Ragu Express
Children
Children
9Market Projection
Frozen
Shelf stable
Adults
Adults
- Stouffers
- Uncle Bens
- Healthy Choice
- Marie Callenders
Children
Children
10Product Concept 1A fun, tasty lunch for my
child that is convenient and nutritious
Product Kids Bowls - smaller bowls with added
nutrition (calcium) Target Audience Moms with
children (2-11 yrs. old) Why Switch? Wider Menu
Options Nutritional Value
No Clean-up Portable
Characters on the bottom of the bowl!
Cheesy Macaroni Wavy Potatoes in Cheese Tubes
and Sauce
11Data to support Kids Bowls
- Population data
- Growth of single parent families gt two-parent
families. - Focus Group insights
- Mothers want nutrition content. Calcium, iron,
vitamins. - Better Crocker brand is something mothers would
trust - Survey results
- Kids bowls scored highest among parents.
- Nielsen data
- Ragu Express launch was successful. Kraft Easy
Mac sales increased 26 (average sales of data
prior to Ragu launch vs. average sales after
launch) and Chef Boyardee decreased 12. The
overall market grew 4, and the trend was growing
in the final months of the provided Nielsen data.
12Kids BowlsA fun, tasty lunch for my child that
is convenient and nutritious
13Product Concept 2All-in-one meal kit for people
on-the-go
Product Bowl Kits Complete meal kits in a bowl
for one including meat, veges, and
pasta/rice Target Audience Busy singles and
couples Why Switch? Wider Menu Options
Quick, hearty meal No
Clean-up More convenient than
frozen
Tuna Casserole Pesto Chicken Pasta Chicken
Curry Rice
14Data to support Bowl Kits
- Fit with firm
- General Mills experience in kits for other food
categories - Taste tests
- Taste tests indicate Bowl Appétit! does not have
the taste appeal as much as Uncle Bens - Taste test and focus group indicates it would be
difficult to use Bowl Appétit! as a meal due to
no meat. - Population trend
- Non-families are growing at a higher rate (dont
want to make a big meal) (U.S. Census Bureau) - Strengths of competitors
- Survey results
15Bowl KitsAll-in-one meal kit for people
on-the-go
16Fit with General Mills
- Bowl Kits
- Product innovation.
- New channel opportunities (colleges, convenience
stores) - Consumers have experience with kits made by
General Mills - Leverage Green Giant shelf-stable vegetables
provide a good add-in
- Kids Bowls
- Moms trust Betty Crocker.
- Expertise with marketing for childrens food
products can be applied here. - Provides new channel opportunities (schools).
17Bowl Appétit Revenue Projections
Units per year _______ Growth rate
______ Why wouldnt we take away market share
from original?
18Data to support Revenue Projections
- Parents are looking for a nutritional alternative
(cheesy stuff appealing to the kids, vitamins and
minerals added for the good of the parents) that
doesnt exist in with the competitors (maybe with
the exception of Ragu) this should lead to a
fast adoption rate for the kids bowl. - Survey results showing initial trial.
- Studied ragu intro
- Kit bowl trial
19Summary
- Leveraging key brand equity and learnings from
market intelligence to build and improve upon
category opportunities - Two Product Concepts
- Kids Bowls
- Bowl Kits
- At the end of the third year, projected revenues
of 96 million, growing at 3.6 per year.