Bowl Appetit New Product Strategy

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Bowl Appetit! New Product Strategy

• Gina Forde (locker 51)
• Greg Jones
• Page Stull
• Jennifer Steele
• Alicia Tosi
• Brandon Wingert

Mkting 468.202 Team 2
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Agenda

• Recommendations/Strategy
• Opportunity Assessment
• Concept Details
• Execution Promotion and Distribution
• Revenue Projections

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RecommendationsPortfolio Strategy
General Mills should build a portfolio of
complementary but incremental shelf-stable,
single serve, offerings for their target market
women needing a convenient meal for lunch.
Women Needing Convenient Lunch
At Home
At Work
Mainstream
Niche
Bowl Appetit! Bowls
Lunch Break!
NaturaLunch
Fresh, Mixable and Filling
Organic and Hearty
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RecommendationsNew Product Strategy
Lunch Break! and NaturaLunch will fulfill
working womens need of a portable lunch that is
convenient to make, high quality (of ingredients
and perception), and a hearty, complete meal.
At Work
Mainstream
Niche
Lunch Break!
NaturaLunch
Fresh, Mixable and Filling
Organic and Hearty

• Portable
• All organic ingredients
• Cascadian Farm branding to reinforce organic
  product
• e.g. Zesty Beans Rice (all natural)

• Portable
• Separate ingredients to mix
• Green Giant brand to ensure high quality
• e.g. Fettuccine Alfredo (with Green Giant
  vegetables and chicken)

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Situation AnalysisCategory Assessment
One potential void with no dominant player is in
satisfying, pre-packaged lunch offerings for
working women thus an incremental opportunity
for General Mills.
Market Segments
Offering-Market Matrix
Kids
Men
At-Home Women
Working Women
Snack
Meal Occasion
Lunch
?
Dinner
Volume Potential
Saturated
Low
Relatively High
Medium
Source Focus Groups, Store Audit (see Appendix)
Panel Data
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Key Consumer InsightsSummary

• Insights
• Target market wants more filling and complete
  meal option for lunch.
• Portability (bulkiness) important for those
  bringing lunch to work.
• Perception of freshness and good taste is low for
  dry (ie shelf-stable) goods.
• Consumers care about eating healthy current
  products do not meet this need.
• Consumers are wary of shelf-stable meat
• Consumers like the ability to mix their own meals
  due to the perceived higher level of control

• Opportunities
• Offer heartier meal (including meat and can of
  veggies) for lunch
• Connote portability with bag handle. Minimize
  package size/weight.
• Enhance perception of freshness and taste with
  co-brands use of canned goods.
• Offer organic/natural product line in
  shelf-stable form
• Utilize a branded form of shelf-stable meat (ie
  Swansons canned chicken)
• Offer separate ingredients that consumers will
  combine themselves

Source Focus Groups, Store Audit (see Appendix)
Panel Data
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Product Concept 1Lunch Break! Details

• Branding
• Green Giant (consumers prefer vs Betty Crocker)
• Co-branding with meat manufacturer (Swanson name
  gives credibility)
• Packaging
• Package resembles lunch bag with handle
  (portability)
• Hard and durable (box vs. bag material)
• Clear openings allow consumers to see branded
  meat and can of fresh Green Giant Vegetables
• Pricing 3.50
• Consumers willing to pay more
• Higher costs vs Bowl Appetit!

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Product Concept 1Lunch Break! Details

• 4 SKUs/Flavor ideas
• Pasta Primavera
• Fettuccine Alfredo with Chicken
• Rice with chicken and vegetables
• Mexican Rice

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Product Concept 2NaturaLunch Details

• Branding
• Cascadian Farm branding current organic equity
• Packaging
• Baglike package (like Lunch Break!) with handle
  operational efficiencies from using same package
• Bowl inside same bowl as Bowl Appetit!
  (leverage operational efficiencies)
• Ingredients
• Bowl inside with everything included (like Bowl
  Appetit!)
• Sodium content minimized (no more than 600 mg)
• Price 3.25
• Premium offering over similar non-organic
  offerings (such as Bowl Appetit!)

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Product Concept 2NaturaLunch Details

• Flavor ideas Use current Cascadian Farms frozen
  entrée offerings as starting point for SKU
  offerings. Fun and whimsical names.
• 6 SKUS
• Zesty Beans and Rice
• Passion Pasta Primavera
• Tantalizing Teriyaki Rice and Vegetables
• Juicy Japanese Noodles and Vegetables
• Cous Cous with Tomato Basil Sauce
• Ravishing Ravioli with Lima Beans

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Promotion and Execution Summary of Key Details
Lunch Break!
NaturaLunch

• Awareness/Trial/Repeat
• Catalina coupons/announcement with Green Giant
  purchases (prior and during launch)
• Introduction of Ms. Green Giant
• Smart Source coupons
• Advertising
• Magazine Working Women, People
• Television Prime time news
• Catalina coupon with Lunch Break purchase to
  encourage repeat

• Awareness/Trial/Repeat
• Catalina coupons/announcement with Cascadian Farm
  purchases (prior and during launch)
• Grass Roots ad campaign
• Smart Source coupons at point of purchase on
  shelf
• Advertising
• Magazine Preventative Health, Working Women,
  People
• Television Prime time news
• Catalina coupon with NaturaLunch purchase to
  encourage repeat

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Promotion and Execution Summary of Key Details
Lunch Break!
NaturaLunch

• Distribution
• At least 90 ACV for grocery retailers selling
  gt2MM
• Store Placement
• Prepared Meal section (if applicable) or
  Rice/Pasta aisle

• Distribution
• Target natural food stores and grocery retailers
  with organic/specialty food sections
• Store Placement
• Organic food section in major grocery stores
• In organic food stores, place near soup cups, etc

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Competitive ResponseAnticipating Pre-empting
Potential early entrants may be those that have
strengths in both frozen and shelf-stable.
Consumers will trust the brand (due to brand
recognition) and retailer acceptance is more
likely.

• ConAgra
• Has technology to complete in pre-packaged meals
  in both frozen and shelf stable
• Dominant in healthy, frozen category (Healthy
  Choice) potential to cross over to shelf stable
• Kraft
• Presence in shelf-stable under Its Pasta
  Anytime brand. This newly acquired brand has a
  high potential for expansion in shelf-stable
• Private Label
• Fastest growing in frozen and dry grocery. As
  more branded players expand shelf-stable
  category, technologies become easier for private
  label to adopt and enter the market

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Revenue Projections3 Year Summary
Because these two products serve different
consumer markets the cross-over is minimized,
resulting in a projected total 3-year revenue of
approximately 250MM.
Lunch Break
NaturaLunch
Data gathered from US Census Bureau Food
Marketing Institute