Project Bowl Apptit

1
Project Bowl Appétit!
Section 201, Team 7, Locker 74
2
Agenda

• Situation Analysis and Objective
• SWOT Framework
• Strategy
• Two New Concepts
• Revenue Projections

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Situation 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.
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Taste 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.

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Bowl 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

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Bowl 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

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Strategy

• 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

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Competitive Landscape
Frozen
Shelf stable
Adults
Adults

• Stouffers
• Uncle Bens
• Healthy Choice
• Marie Callenders

• Chef Boyardee
• Classico Pasta Anytime
• Ragu Express

Children

• Uncle Bens mini bowls

Children

• Kraft Easy Mac

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Market Projection
Frozen
Shelf stable
Adults
Adults

• Stouffers
• Uncle Bens
• Healthy Choice
• Marie Callenders

Children

• Uncle Bens mini bowls

Children

• Kraft Easy Mac

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Product 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
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Data 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.

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Kids BowlsA fun, tasty lunch for my child that
is convenient and nutritious
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Product 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
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Data 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

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Bowl KitsAll-in-one meal kit for people
on-the-go
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Fit 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).

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Bowl Appétit Revenue Projections
Units per year _______ Growth rate
______ Why wouldnt we take away market share
from original?
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Data 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

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Summary

• 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.