General Mills New Product Introduction Marketing Plan Section 202 Team 4 Jay Curran James Gaskin...

General MillsNew Product IntroductionMarketing Plan

Section 202 Team 4Jay Curran

James Gaskin

G.T. Hollett

Steve Holley

Kurt Knaub

Marty Wick

Locker Number 632

Project Objective

To create and initiate market planning for two shelf-stable, single-serve product lines or product line extensions that will generate

substantial incremental revenue over a three-year sales period

Process Outline

Gap Analysis

Phase I Phase II Phase III Phase IV

Gap Analysis

• Potential Buyers

• Market Analysis

• Market Influencers

•Purchase Estimation

• Revenue Projection}

Concept Evaluation

PositioningConcept Creation Sales

ProjectionsPositioning

Concept Creation and

Evaluation

Gap

Analysis

2 Con

cepts C

hos en

Successful Product Launch

• New Segments

• Existing Concepts

•Attribute Importance

• New Market Space

}

• Brainstorming

• Concept Selection

– Psychographics

– Asset Compatibility

– Gap Analysis

– Profitability

}

• Consumer Feedback

• Consumer Focus

• Packaging

• Price

• Marketing

}

Macroeconomic Trends

• Average age of population is increasing– Over 65 group grew by 14.7M people from 1990 to 1999

0

20000

40000

60000

80000

100000

Under 5 5 to 19 20 to 34 35 to 54 54 to 65 Over 65

Pop

ulat

ion

(000

s)

19901999

Kids and the baby boomer generation form two of the fastest growing segments.

Macroeconomic DataU.S. Age Demographics

Source: 2000 Census Bureau Report

Macroeconomic TrendsU.S. Ethnic Demographics

0

5

10

15

20

25

30

35

1990 1995 2000

Pop

ula

tion

(M

illi

on)

Hispanic

Asian-American

• Hispanic and Asian-American ethnic groups have the highest growth rates in the nation

– Hispanic: 34.5%– Asian-American: 35.9%

• Despite the fact that Hispanics are only 11% of population and Asian Americans are 4%, the growth of these ethnic populations influences U.S. culture

Total Pop: 270M

Asian-American and Hispanic foods represent a fast growing segment due to both population and cultural influence


0

5

10

15

20

25

30

1985 1990 1995 1999

Sing

le P

erso

n H

H (

Mil

lion

s)

Macroeconomic TrendsU.S. Labor & Households

0

5

10

15

20

25

30

35

1986 1990 1995 2000

Dua

l Inc

ome

HH

(M

illi

ons)

• Almost 2/3 of U.S. Households do not have a “stay at home” adult to allocate their time to meal preparation • Women account for 46.5% of current workforce

Total U.S. HH: 105MTotal U.S. HH: 105M

Asian-American and Hispanic foods are a growing segment due to both population and cultural influence


• Fast growing segment of food marketplace.– Analysts currently estimate nutraceutical market at $15

Billion.1

– Currently, “nutrionally-improved” foods account for more than 78% of growth in 35 food categories.2

– Growth attributed to large population of aging baby boomers and awareness of “age” disorders (e.g., osteoporosis)

• Popular in the following forms:– Beverages (OJ, fruit juice, smoothies, spritzers, etc.)– Cereal– “Meal-replacements” (shakes, snacks, etc.)

1. www.cnn.com/2000/food; January 1, 2000 “On your plate,: top food issues for your meals.”

2. http://www.opta-food.com/trends/3tds-ptctpt.html

Macroeconomic TrendsU.S. Labor & Households

http://www.cnn.com/2000/food

• Dual income and single person households are increasing and now account for 2/3 of all U.S. households

Statistical Trends and Observations Takeaways

• Hispanics and Asian-Americans are the fastest growing segment of the U.S. and now account for 15% of the total population

• The average age of the population is increasing (baby boomers). The “kid” segment is also one of the fastest growing.

• Women now account for 46.5% of the workforce and is increasing

There are fewer households who have a “dedicated” family member for meal preparation

Opportunities exist in the fastest growing ethnic segments

There is a potential need for products which target specific food attributes of the baby boomers and kids

An opportunity may exist for lunch meals which target working women.

Macroeconomic TrendsSummary

Microeconomic Data

• U.S. consumers are spending less of their disposable income on food during the late 1990’s

• In the past 10 years, supermarkets have experienced a two-fold increase in shoppers who consider a grocery store the primary source for a pre-made dinner (18% of total population)

Microeconomic DataU.S. Food Expenditure Trends

Supermarkets are increasingly the primary source for pre-made, inexpensive dinners.

Source: “Meal Solutions”, Food Marketing Institute, 2000

Microeconomic DataU.S. Food Consumption – Lunch at Work

• Workplace lunch facts:

Bring Lunch from home 45% At least once per week

20% Everyday

Skip Lunch completely 31% Sometimes

11% At least once per week

Source: “Brown Baggin’ It”, American Demographics, January, 2001

Nearly half of American workers are looking for lunch solution to take to work

• As consumers’ lives have become increasingly hectic, the length of time dedicated to meal preparation has decreased

• Time dedicated to lunch (both preparation and consumption) has decreased to only 15 minutes

Microeconomic DataMeal Preparation Time

Americans have less time to spend on meal preparation with lunch being particularly hectic for consumers

60

30

15

7.5

0

10

20

30

40

50

60

70

1985 2000 2005 2030

Pre

para

tion

Tim

e

Source: “Changing Cooking & Dining Habits”, www.globalgourment.com, 2000

• Surveys indicate the top four food attributes for making a purchase are taste, nutrition, product safety, and price.

Microeconomic DataU.S. Food Attribute Importance

These attributes serve as potential drivers for consumer purchase behavior

Very Important Somewhat Important

Taste 89% 8%

Nutrition 71 25

Product Safety 71 20

Price 69 27

Storability 46 38

Source: “Nutrition”, Food Marketing Institute, 2000

• Further research indicates health importance for consumers is typically fleeting

• The food industry is known to take advantage of this fact through loose nutritional claims of low fat or low sodium products

• A Food Marketing Institute (FMI) survey found the most definitive health changes were additions to their diet in the form of fruits and vegetables rather than eliminating certain unhealthy aspects in their current meal purchases

Microeconomic DataU.S. Food Attribute Importance

While nutrition was identified as a potential driver for food consumption, consumers often don’t make their purchase decisions based on this attribute

Source: “Nutrition”, Food Marketing Institute, 2000

Microeconomic DataU.S. Food Consumption - Snacks

• A significant percentage of Americans snack:

0102030405060708090

100

Four or moretimes per day

Two or moretimes per day

Regularly

Source: “What’s in Store”, International Dairy Deli Bakery Association, September, 19981 Press Release, Snack Food Association, July 19, 2000 (most recent available data)

40%50%

93%

Snack food sales continue to grow. Sales topped $30 billion in 1999 1

• Fast growing segment of food marketplace– Analysts currently estimate nutraceutical market at $15 billion– Currently, “nutritionally-improved” foods account for more than 78%

of growth in 35 food categories– Growth attributed to large population of aging baby boomers and

awareness of “age” disorders (e.g., osteoporosis)

• Popular in the following forms– Beverages (OJ, fruit juice, smoothies, spritzers, etc.)– Cereal– “Meal-replacements” (shakes, snacks, etc.)

Source: www.cnn.com/2000/food; January 1, 2000 “On your plate,: top food issues for your meals.”

http://www.opta-food.com/trends/3tds-ptctpt.html

Microeconomic DataNutraceutical Trends

http://www.cnn.com/2000/food

• Supermarkets are a primary source for shoppers who are looking for a pre-made dinner


• A significant percentage of American workers skip lunch or eat out regularly

• Time spent for lunch (and other meals) has become increasingly short

• Nutrition is identified by consumers as an important food attribute, but has less impact in their actual purchasing decision

The market for single serve, shelf-stable products should expand

American workers have a need for a quality tasting, convenient prepared lunch meal

Lunch convenience

Health attributes for meals can be subtle. Taste is a true driver for food consumption

Microeconomic DataSummary

• Snacks food sales are growing a represent a significant portion of a typical consumer’s consumption

Snacks represents a robust and growing segment of the market

Consumer Needs Analysis

ResponseAverage

Work Day? Thoughts

Meal Freq

Meal Size

Food TypeEat

Where?Description Take Lunch?

1

Constant mtgs and computer

work

Nice to get away

2X Med – LgStarch w/meat

& sauceL: work

D: home

L: quick, easy, hot

D: quickest to make

Yes – Cheaper;

Take starch w/meat & sauce

2Sporadic

work

Eat something

healthly and filling

3x MedHealthy &

Filling

L: work

D: home/out

L: salad

D: chickenNo – Company café is cheaper

3High stress, very busy

Quick w/no hassle

3x LargeRice, Noodles,

Pasta. No meat.

L: desk

D: dining room table

L: rushed

D: relaxing, alone

Yes – Cheaper;

Take white rice, leftover pasta,

salads

4 Busy Quickest 4-6x Small

Chicken breasts, fruits

turkey, vegetables

L: home

D: home

L: speed

D: speed

Don’t – Takes too long to

prepare

5Constant

work at Desk

Break from sitting at computer

3x Med

Sandwich or Hot Cafeteria

Meal & Snacks in between

L: cafeteria

D: home

L: relaxed

D: fast preparation

with good taste

Not usually because

workplace has a cafeteria

6On the road, Sales calls

all day

Get me on to the next

appointment4x Small

Fast Foods on the road, Hearty

meal at home

L: work

D: usually home

L: speed

D: full courses, meat & veggie

No – almost always go to a drive through

Psychographics Survey Output

• Convenience is a key factor if the consideration set includes any single serving meals

• Meal & snack sizes away from the home tend to be small due to hectic schedules

• After convenience is evaluated, taste drives a meal or snack decision

• Heath was an important consideration, but was often neglected at the time of purchase, in favor of convenience & taste

• Price will always influence meal & snack purchases

Consumer Needs AnalysisMoment-In-Time Decisions - Summary

Source: These takeaways are derived from consumer interactions. These include surveys and discussions about general and eating behaviors. The survey is included in the Appendix.

Current Portfolio Analysis

General Mills PortfolioEvaluation Process

Portfolio Overview

Needs Analysis

Brand Review

ApproachHigh-level

product/brand mapping

Refined mapping of purchase drivers

Categorize offerings under existing brands

Takeaway Determine focus opportunities

Understanding of gaps

Identify opportunities to further leverage

brands

Portfolio OverviewCore Demographics and Dayparts Served

Time of day and lifestage factors, while not drivers,

help isolate drivers

Adults

NightMorning

Kids

Noon

RT

E C

ereals

Nature Valley

Yoplait Bowl Appetit

Chex Mix

Bugles

Pop Secret

Family

Progresso

Lloyd’s BBQ

BacOs

Old El Paso

B.C. Helpers

Ginos/Totinos

B.C. dessert mixes

Haagen Dazs

Fruit Snacks

Dunkaroos

Squeezits

Go-Gurt

Pillsbury Pillsbury

Lunch hour generally underserved by existing offerings

Green Giant

UNDERSERVED

Needs AnalysisTaste, Flavors and Nutrition *

* Critical drivers when holding price and convenience constant

For the senses (taste)

EthnicStandard

RT

E C

ereals

Nature Valley

Yoplait

Bowl Appetit

Chex Mix

Bugles

Pop Secret

Progresso

Lloyd’s BBQ

BacOs

Old El Paso

B.C. Helpers

Ginos/Totinos B.C. dessert mixes

Haagen Dazs

Fruit Snacks

Go-Gurt

Pillsbury

General Mills delivers very little ethnic flavor

For the body (nutrition)

Dunkaroos

Squeezits

Green Giant

UNDERSERVED

BrandConsumer Meanings

Ready-made

mealsMeal Ingred. or

Accompaniment

Ready-made

Snacks

Betty Crocker Quality, baking and cooking, wholesome

Attempting use with Bowl Appetit

Existing offeringsOPPORTUNITY

Pillsbury Easy, quality, baking

OPPORTUNITYExisting offerings

OPPORTUNITY

Green Giant Vegetables, convenient

Existing offerings Existing offerings Not clear fit

Old El Paso Mexican, qualityOPPORTUNITY

Existing offeringsOPPORTUNITY

Haagen Dazs Indulgent, ice cream

Not clear fit Not clear fit Existing offerings

Progresso Premium, soup Existing offerings Not clear fit Not clear fit

Big G and sub-brands

Breakfast, variety of messages

Existing offerings Not clear fitOPPORTUNITY

Numerous opportunities to leverage powerful brand names in various formats

General Occasions

Brand ReviewLeverage Opportunities

Competitive Analysis

28

Competitive AnalysisBrands

29

Shelf-Stable

Competitive AnalysisConsideration Set

Broad Options

• Consumers’ meal consideration sets include traditional restaurants and fast food outlets.

More Narrow Options

• Consumers narrow their options to include only items available in the supermarket.

Specific Options

• For shelf-stable products consumers are choosing from options within the category.

Consideration sets allow marketers to analyze competitive options and segment consumers based on purchase behaviors

30

Competitive AnalysisGrocery Store Competitor Characteristics

Frozen• Uncle Ben’s Rice Bowls

• Marie Callendar

• Lean Cuisine

}• Large Variety

• Oil Based

• Better Tasting

• Targets Dinner

• More Expensive

• It’s Pasta Anytime

• Kid’s Kitchen

• Ragu Express }• Largely Soups and Italian Dishes

• More Kids OptionsWet Shelf-Stable

Dry Shelf-Stable

• Cup o’ Noodles

• Top Ramen

}• Limited Variety

• Water Based

• Less Expensive

• Limited Kids Options

Products launched in the grocery store require positioning against the specific attributes of its competitive consideration set

Competitive AnalysisLunch, Dinner and Snack Offerings

* Critical drivers when holding price and convenience constant

For the senses (taste)

EthnicStandard

EZ Mac

Cup Noodles

Top Ramen

It’s Pasta Anytime

Stouffer’s

Marie Callender’s Bowls

Kid’s Kitchen

Ragu Express

Lean Cuisine

Very few ethnic products; Very few premium snack products

For the body (nutrition)

Michelina’s

Smart Ones Bowls

Healthly Choice Bowl Creations

Uncle Ben’s Rice & Noodle Bowls

Swanson

Michelina’s Snacks

Chef Boyardee

Statistical Trends


Competitive AnalysisSummary

• Many competitors already offer shelf-stable Italian products

• Minimal single-serve, quick-bake products available as shelf-stable

• Few products targeted towards children and men in shelf-stable category

Shelf-stable products geared towards men and children is an under developed segment; large growth potential

Marketplace is not meeting the growing demand for ethnic flavors

More competitive Italian segment will offer lower profits and smaller growth opportunities

Single-serve snacks baked fresh is under developed segment; large growth potential

• Few ethnic offerings available: Chinese, Indian, Mexican, Thai

Concept Creation

Sample output:

Nutraceuticals – senior-oriented foods, woman-oriented foods

Convenience – Cereal bars, drinkable meals, lunch-on-a-stick

Ethnic fare – Chinese bowls, Mexican meals, Italian pastas, “Around-the-world” dishes for kids

Snack consumption – cereal treats, time-of-day sustenance (numerous small snacks which replace meals), popcorn treats

Lunch at work – refreshing fruit and yogurt, energy bars, room-temperature meals

Concepts:

• Progresso Pronto

• Silver Servings

• Fiesta Ench-a-lottas

• Betty Crocker Single Bakes

• Pillsbury Shepherds Pie

• Oriental Express

Logic and detailed analytics used to filter concepts in timely fashion

LogicFilter

Metric Filter

Betty Crocker Single Bakes

Fiesta Ench-a-lottas

Winning ConceptsWinning Concepts

Filtered Concepts

UnbiasedBrainstorming

Driven ByCollected Data

Concept CreationMethodology

Progresso Pronto

Oriental Express


Pillsbury Shepherd’s Pie

Betty Crocker’s Silver Servings


Concept CreationConcept Ideas

Progresso Pronto

• Concept– You have enjoyed Progresso Italian soups for years. Now, in addition to the world’s

best soups, Progresso brings you a number of quick, hearty meal bowls to warm your heart and satisfy your hunger with the tastes of Tuscany.

• Features– Personal microwave-able bowl– Ready to heat meals – Italian favorites as Roasted Herb Chicken Pasta and Arrabiatta Spicy Pasta Casserole. – Old country herbs and spices that you have come to expect from Progresso. – Includes a packet of parmesan cheese to be sprinkled over the top of the meal before

serving- adding a delightful addition to the old style recipes.

Progresso Pronto• Potential Line Extensions

– Extend the Progresso soup lines to create the following meals:

• Hearty Home style Tomato Pasta, Tomato Basil Pasta Pasta Dinner, Roasted Chicken Italiano with Rice.

• Brand– The Progresso brand represents “great food, simply prepared,” and is the perfect image

to develop a line of hearty Italian-influenced shelf-stable meals.

– The existing following of the Progresso brand will provide an immediate launch pad for Progresso Pronto. It is important to note that the Progresso line successfully markets quality shelf-stable meats in their products. This will be critical in helping consumers bridge the gap to shelf-stable meats.

Progresso Pronto• Needs Addressed

The primary needs addressed with this product offering are the following:

– General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of “Bowl Appetit,” GM does not have a lunchtime offering.

– The idea behind this product allows for General Mills to tap into the “Lunch-time-on-the-go” arena and also to leverage the core competencies of General Mills in a new area.

– Competitors already have an Italian segment developed in the shelf-stable (e.g. Classico and Chef-Boyardee,) ready to eat category, but GM does not currently have an offering.

– Progresso Pronto gives GM the opportunity to expand the existing consumer perception of the Progresso brand from quality soups with an Italian flair to mean “Homestyle Italian” products. As such, Progresso Pronto segment (shelf-stable Italian) represents a premium product while the competition focuses mainly on the children’s market. (e.g. Chef-Boyardee)

Progresso Pronto• Communication

– The promotion behind Progresso Pronto will differentiate the product from Progresso Soups by showing how they are a meal in a ready-to-eat bowl and compete with the other ready-to-eat, microwave-able products such as Stouffer’s frozen offerings and Campbell’s Chunky. However, the advertisements will note that Progresso Pronto is sold in a ready-to-heat and eat container, as opposed to the traditional tin can.

• Barriers to Competition– While there are few options available to adult customers in the wet shelf-stable

segment, the Progresso brand brings an element of superb quality and taste that is difficult for other companies (even Campbell’s) to achieve.

• Concerns/Challenges – Cannibalization of existing Progresso soups. Progresso Pronto will have to be

differentiated in recipe, serving size and presentation from the existing cans of Progresso soup. Additionally, as noted above, competition from companies such as Campbell’s could come in the form of their soup lines or new “Supper Bakes.”

– Potential to damage existing Progresso brand equity.

– The Progresso brand is a strong insulator that will allow General Mills a defense from much of the competition.

Oriental Express

• Features– Through this channel, product offerings will come in a “wet” form such as noodle or rice

with vegetables and meat. Also, there could be a small container of crunchy noodles to serve as a topping encased on the top of the package.

– The offering will come in packaging with a plastic lid for aesthetic purposes that will cover the true “canned” top, which will be removed for the microwave process.

• Concept– The dynamic flavors of Oriental Express will take you back to the storied history of

the ancient Asian Continent. General Mills brings Asian cuisine to your table in a convenient, ready-to-heat and eat single serving package. You enjoy all of the international flavor that you love with the added convenience of not having to leave your desk or home.

Oriental Express• Potential Line Extensions

– Some of the possible offerings would be the following:

• Chicken Lo-Mein, Pepper steak and rice, Orange Chicken and noodles, Thai Spring Noodles with Chicken, etc.

• Complimentary products such as Asian noodles, garnishes and teas.

• Brand– “Oriental Express” will be a new brand. It wouldn’t be appropriate to have this concept

fall under the Betty Crocker brand or other existing brand umbrellas. As opposed to leveraging an existing brand, creating the “Oriental Express” brand will be expensive. However, in light of the fast-growing popularity of Asian food, the long-term benefits of developing a new brand can be significant.

Oriental Express• Needs Addressed

The primary needs addressed with this product offering are the following:– General Mills offers a variety of dry cereals, snack bars, and other packaged goods

designed for morning or evening consumption. However, with the exception of “Bowl Appetit,” GM does not have a lunchtime offering.


– With consumer preferences trending toward Asian food (Chinese, Thai, etc.), General Mills can capitalize on the trend with this new product.

• Communication– The promotion behind Oriental Express will introduce full-flavored, Asian food into the

shelf-stable market. The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl.

– The advertising will differentiate Oriental Express from the already available and popular noodle-based dry products in this category. (e.g. Nissin, Cup-o-Noodles)

– There is a possibility of co-marketing with the “Iron Chef” television program as a way of tapping into the popularity of this Asian Cooking program. For example, using the “Iron Chef” show to advertise the concept and generate interest

Oriental Express• Barriers to Competitors

– There is little opportunity for GM to quickly erect barriers. The best opportunity exists only if GM can spend substantially to create strong consumer associations between the brand and “quality” Oriental food.

• Concerns/Challenges– We look at this offering to encounter the following barriers:

• The cost of creating and marketing a new brand instead of marketing under the Betty Crocker name, or Pillsbury name.

• Encountering brands such as “La Choy” and “Chun King” which already have a head start on GM.

• Other frozen food product offerings from Healthy Choice, Lean Cuisine, Uncle Ben’s that feature “oriental-style” entrees that, again, have a lead over GM concerning products in the market.

• Other wet offerings that exist (Chef Boyardee, Campbell’s, etc.)

Fiesta Ench-a-lottas • Concept –

– Your kids will love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Paso’s rich enchilada sauce. These single-serve meals bring the flavors of Mexico to your school home with the great taste you’ve come to expect from Old El Paso. Just pop them in the microwave and enjoy your meal.

• Features –– Single-serving ready-to-heat bowls of enchiladas style meals.

– Bite-sized flour tortilla pockets surrounded by Old El Paso’s popular enchilada sauces.

– Pockets contain one of three fillings: beef, chicken or cheese.

– Ench-a-lottas are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover to be used while heating in the microwave.

– Served in 7.50 oz. bowls to appeal to children or light eaters. (Potential future packaging:15 oz packages for adults seeking full meal.)

Fiesta Ench-a-lottas • Potential Line Extensions

– New flavors can be established to address different consumer segments/needs:

a. Spicy/ Hot- to appeal to adult customers

b. Green Chili- rich sweet flavor

c. Taquitos- similar concept with crunchy taco chips to add after cooking

• Brand– The Old El Paso brand is perfect for launching this new line of Mexican specialty meals.

Families love Old El Paso as evidenced by the fact that it is the number one selling brand of Mexican foods. The Ench-a-lotta name will allow GM to enter a childrens’ market, thereby growing the existing customer base to include a whole new group of lifetime customers.

Fiesta Ench-a-lottas • Needs Addressed

The primary needs addressed with this product offering are the following:

– Allows GM to meet growing demand for ethnic flavors in children’s markets

– Shelf-stable, single-serve products are convenient for storage and quick and easy to prepare.

– Consumer demand for meat flavors and sustenance in shelf-stable, single-serve products

• Communication– The promotion behind Fiesta Ench-a-lottas will target the childrens’ market with catchy

cartoon-based fun advertisements. Additionally, a web-site will be created allowing kids to join (with parental approval) the “Wanna-lotta” kid’s club!

– The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl.

Fiesta Ench-a-lottas • Barriers to Competition

– Leveraging the brand of Old El Paso, with the marketing and distribution of General Mills, gives GM an excellent opportunity to create barriers within consumers minds’ similar to those established by ConAgra with the Chef Boyardee offerings.

– ConAgra does not currently have a strong Mexican brand.– Old El Paso’s brand serves as an initial barrier to competitors like ConAgra, with the ability to

deliver a wet, shelf-stable offering. Heinz, with the acquisition of Delimex, holds knowledge of Mexican frozen food market and distributes what is considered by some to be a higher-quality product. However, no competitor currently offers a shelf-stable, single-serve Mexican product.

• Concerns/Challenges– The primary challenge with delivering on market needs and delivering a successful offering will

be in effectively selling the quality, flavor and safety of shelf-stable meat products. As noted, Con Agra has been extremely successful with the Chef-Boyardee line of pasta-based wet meat products. A principal goal we have is to educate the customers as to the Fiesta Ench-a-lotta offering as a substitute for current incumbent offerings in the children’s wet shelf-stable category.

Pillsbury Sheppard’s Pie

• Concept– This delicious stew of premium vegetables and hearty beef is a meal-in-itself. Pillsbury

Sheppard’s Pie is great for lunch or dinner. Either way, it is sure to satisfy your hunger. Topped off with a flaky Pillsbury crust just like grandma used to make, our Sheppard’s Pie is sure to be just right when you need a quick, yet wholesome meal.

• Features – Single-serving ready-to-heat bowls of Sheppard’s Pie.

– Pillsbury Sheppard’s Pies are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover to be used while heating in the microwave.

– Served in 15 oz packages for adults seeking satisfying lunch or light dinner.

Pillsbury Sheppard’s Pie• Potential Line Extensions

– New flavors can be established to address different consumer segments/needs:

a. Spicy – using curry powder to satisfy those seeking variation available in England

b. Chicken and Dumplings – Pillsbury dumplings and chicken within thick gravy

c. Beef Stew – Beef, vegetables, and potatoes sans crust

• Brand– This product will be marketed under the well-established Pillsbury brand name which

most American households associate with fine breads and crust brought to them by the Pillsbury. Pillsbury is well known and will help to reduce education costs and reduce customer’s concerns over quality.

Pillsbury Sheppard’s Pie• Needs Addressed

The primary needs addressed with this product offering are the following:– There is a market opportunity for bold, masculine flavors in the shelf-stable, single-serve

category. Additionally, there is consumer demand for meat flavors and sustenance in shelf-stable, single-serve products

– General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of “Bowl Appetit,” GM does not have a lunchtime offering- Pillsbury Sheppard’s Pie satisfies that need.


• Communication– Focus on “food like grandma made” and Pillsbury dough boy. – Pillsbury Sheppard’s Pie will be communicated to males looking for easy meals to

prepare. A satisfying meal with meat, potatoes, and crust will be stressed to garner interest.

Pillsbury Sheppard’s Pie • Barriers to Competition

– Pillsbury brand serves as an initial barrier to competitors like Campbell’s Soups and Dinty Moore stews. Additionally, the Pillsbury name has the ability to lend appeal to a ready-to-bake bread-based offering.

– Neither Campbell’s or Dinty Moore have a brand able to provide fresh crust- a fact that helps to differentiate our Sheppard’s Pie.

• Concerns/Challenges– A primary challenge will be introducing Sheppard’s Pie into the shelf-stable category.

Customers may have concern for how shelf-stable the product is with its high number of ingredients.

– The challenge with the product is to clearly show how it is different from soups on the market as well beef stews already available.

– A key will be to produce a crust that will bake in the microwave in a short amount of time.

Betty Crocker Silver Servings • Concept

– Betty Crocker’s Silver Servings bring healthy options to the table! Silver Servings are great tasting meals with both the convenience seniors demand and the dietary ingredients their doctors’ recommend. Betty Crocker’s Silver Servings are the wholesome meals that seniors are accustomed to brought to you by the brand that has earned your trust over the last 75 years.

• Features– Silver Serving meals will be packaged in small 7.5oz. personal portions that will be just the

right amount for a senior meal. Additionally, Silver Servings will be introduced in accordance with the FDA’s stated senior health issues in mind. We will offer the following three attributes:

• Low fat, low cholesterol (for hearth disease)• Low Sodium (for high blood pressure)• Balanced meal (with calcium, iron, protein, etc.)

– Traditional, non-spicy flavors such as Chicken Noodle Casserole and Hearty Beef Stew will be featured.

Betty Crocker Silver Servings• Potential Line Extensions

– A franchise line of Betty Crocker Silver Servings might include breakfast meals, snacks and a greater variety of flavors, including the possibility of popular specialties from the past 50 years of American cuisine.

• Brand– The Betty Crocker label is the perfect brand to reach the aging baby boomers. The

brand’s popularity was founded in the post-war era when many of today’s seniors were highly impressionable youngsters. Additionally, today’s seniors were the foundation of the success of the Betty Crocker Cookbooks and, as noted on the Betty Crocker website, the cookbook is “now in its 9th edition (and) has sold more than 30 million copies, making it one of the all-time best-selling cookbooks in the world.”[1]

[1] Betty Crocker Website, http://www.bettycrocker.com/meetbetty/mb_tsob2.asp

Betty Crocker Silver Servings• Needs Addressed

The primary needs addressed with this product offering are the following:• The diet-specific needs of the aging Baby Boomer generation

• Mealtime convenience desired by senior citizens

• Small portions preferred by seniors

• Communication– The promotional campaign will be twofold.

• It will include a “push” marketing campaign celebrating the joint product development of recipes and ingredients with a respected gerontological program such as The Gerontology Institute and the American Association of Retired People (AARP.) The push strategy would be to speak with physicians to have them recommend Silver Servings as a healthy option for their aging patients.

• Additionally, there will be a “pull” marketing campaign through traditional media outlets. The traditional media will target both the “younger” seniors who are responsible for their own meal purchases as well as the middle-aged children who make many of the meal decisions for senior parents. Both of these campaigns will feature the taste, health and convenience of Betty Crocker Senior Servings.

Betty Crocker Silver Servings• Barriers to Competition

– The strength of the Betty Crocker name with seniors will be of great benefit when protecting our market. It is difficult to imagine any of the heritage brands being as strong with this demographic.

• Concerns/Challenges – Competition could come from other single serve lines already in the shelf-stable market.

Of particular note is the Healthy Choice line of products. While there is substantial competition, the Betty Crocker name will be a major foundation in growing the Silver Servings franchise and serve as a powerful force in developing a loyal following.

– Some consumer research has shown that cost is the primary driver when seniors are making meal choices. If the research proves accurate, this price-sensitivity could put undue profit pressure on the Silver Servings line.


• Concept– Now it’s easier than ever to enjoy fresh-baked Betty Crocker cakes. Betty Crocker introduces

Single Bakes – quick bake treats that offer you a wholesome reward with minimum effort. Just pop a cake in the microwave, watch it rise, then spread on Betty Crocker’s delicious icying or spread. It’s just like made from scratch – but its ready whenever and wherever you are!

• Features– Cakes are sold in three-packs. Each cake package contains a sealed cover containing Betty

Crocker icing or spread and a plastic spread utensil.– Cakes are moist and fresh tasting upon microwaving.– Flavors include chocolate cake or yellow cake (each with chocolate icing), strawberry, coffee,

German chocolate and more.


• Potential Line Extensions– Extensions are possible to cookies, cinnamon rolls and more, but such

extensions likely will take place under the Pillsbury brand. Thus, extension opportunities take place more from a market and packaging knowledge standpoint.

• Brand– The Betty Crocker brand is the natural home for this concept. The existing

brand will keep product introduction costs to a minimum and provide a natural advertising platform.


• Consumer Needs and Positioning – This product is expected to address the need for:

a. A wholesome reward for “all the hard work that women do”

b. Consumer demand for tasty snack food with less guilt

• Communication– Focus on rewarding women for their hard work. The quality of the product

will allow overcome the communication to women, thus allowing for male consumption as well.

– The offering will offer convenience to consumers. As an alternative to actually baking the product, a buyer can pick up a package of pre-prepared cakes for consumption at home, at the office or on the go.


• Barriers to Competition– Betty Crocker is a strong brand that resonates with consumers. The brand

equity in baked dessert goods will allow General Mills to create a perceived value proposition that is difficult for competitors to replicate.

• Concerns/Challenges – Primary concern lies in delivering a product that delivers what consumers

expect from Betty Crocker (at the time of consumption). • Must create processes and packaging to gaurantee freshness at the time of

consumption.

• Must also educate consumers to avoid storing, transporting or preparing the product in a manner which could reduce quality.

Concept Evaluation

Respondent # Price Taste UniquenessPurchase

IntentValue

1 2 1 4 3 3

2 5 4 3 5 5

3 5 3 1 4 4

4 2 4 5 4 3

5 4 4 4 4 4

6 5 4 3 4 4

7 2 3 3 3 2

8 3 4 3 3 3

9 5 3 3 3 4

10 4 3 3 3 4

Total Avg. 3.6 3.3 3.2 3.6 3.6

Relatively positive consumer responses, though not perceived as being very unique

Consumer Concept EvaluationProgresso Pronto

Scoring: 1=worst to 5=best


IntentValue

1 2 3 5 1 4

2 3 3 1 3 3

3 3 1 2 1 2

4 1 3 1 2 1

5 3 3 5 2 2

6 3 3 5 2 2

7 2 2 3 3 3

8 3 2 4 4 1

9 2 3 3 3 4

10 1 3 3 4 2

Total Avg. 2.3 2.6 3.2 2.5 2.4

Relatively low consumer scores overall. Responses indicate product, however, is somewhat unique

Consumer Concept EvaluationOriental Express



IntentValue

1 3 4 3 4 4

2 5 4 4 4 5

3 4 4 3 3 4

4 4 4 3 4 4

5 4 4 4 5 5

6 3 4 3 4 4

7 4 3 4 3 4

8 5 4 5 5 5

9 4 5 4 4 5

10 5 4 4 5 5

Total Avg. 4.1 4.0 3.7 4.1 4.5

Product very well. Consumer’s value score particularly positive for kids-oriented offering.

Consumer Concept EvaluationFiesta Ench-a-lottas



IntentValue

1 2 1 4 2 3

2 3 2 3 3 3

3 3 2 3 2 2

4 3 2 4 2 3

5 3 2 3 3 3

6 3 2 3 1 2

7 2 1 3 1 2

8 3 2 4 2 2

9 2 1 3 2 2

10 3 2 3 2 1

Total Avg. 2.7 1.7 3.3 2.0 2.3

Low consumer scores.

Consumer Concept EvaluationPillsbury Shepherd’s Pie



IntentValue

1 2 1 3 3 2

2 3 4 3 4 3

3 4 3 3 3 4

4 3 2 2 3 3

5 1 4 3 2 2

6 2 3 3 2 2

7 3 4 3 3 3

8 4 3 4 3 3

9 2 5 3 2 2

10 3 3 3 3 3

Total Avg. 2.7 3.2 3.0 2.8 2.8

Consumer scores are relatively low

Consumer Concept EvaluationBetty Crocker Silver Servings

NOTE: Concept should be retained for further consumer testing. Initial tests did not contain reasonable representation from target consumer group.



IntentValue

1 3 5 4 4 3

2 4 4 3 4 4

3 3 4 3 4 4

4 5 4 3 3 5

5 4 5 4 5 5

6 4 5 4 5 4

7 5 4 4 5 4

8 4 5 4 4 4

9 4 4 3 4 4

10 4 5 5 5 5

Total Avg. 4.0 4.5 3.7 4.3 4.2

Scores are relatively strong. Believe sample uniqueness scores do not accurately represent differential quality from competition

Consumer Concept EvaluationBetty Crocker Single Bakes


Consumer Concept EvaluationBases Matrix Average Rankings

ConceptAverage

Price

Average

Taste Average Unique

Average Purchase

Intent

Average Value

Overall Average Ranking

Progresso Pronto 3.6 3.3 3.2 3.6 3.6 3.7

Oriental Express 2.3 2.6 3.2 2.5 2.4 2.6

Fiesta Ench-a-lottas 4.1 4.0 3.7 4.1 4.5 4.0

Sheppard’s Pie 2.7 1.7 3.3 2.0 2.3 2.4

Betty Crocker’s Single Bakes

4.0 4.5 3.7 4.3 4.2 4.0

Silver Servings 2.7 3.2 3.0 2.8 2.8 2.9


• Metrics Utilized For Concept Evaluation

• Three Dimensions (Axes) On (1 – 5 Scale)

– Asset Compatibility• Brand• Distribution Capabilities• Production Capability

– Profitability• Sustained Revenues• Barriers To Entry• Growth Potential• Market Share

– Unserved Needs / Gap Analysis• Current Company Portfolio• Competitive Portfolio• Demographic Trends• Psychographic Trends

Asset

Gap Analysis

Profitability

Concept EvaluationMetric Filter

• Weighting of Three Attribute Dimensions

Unserved Needs

Asset

Compatibility

Profit 25%

35%

40%

• Weighting of attributes determined

by level of uncertainty– Meeting un-served needs and determining

brand fit is more certain (in terms of success) than profitability

– All attributes critical to success of

product launch

Concept EvaluationMetric Filter

Progresso Pronto

Silver Servings


Single BakesOriental Express

Pillsbury’s Shepherd’s

Pie

Brand Scorecard 3 4 5 6 1 2

Production Facilities 3 4 6 5 1 2

Distribution Potential 4 3 5 6 2 1

Total Asset Score 10 11 16 17 4 5

Fiesta Ench-a-lottas and Betty Crocker Single Bakes leverage existing General Mills assets

Concept EvaluationMetric Filter – Asset Compatibility


(Forced Rankings)

Progresso Pronto

Silver Servings




Pie

Current Portfolio 3 2 5 4 6 1

Competitive Portfolio 4 5 1 6 2 3

Demographic Trends 2 3 4 5 6 1

Psychographic Trends 2 3 6 5 4 1

Consumer Feedback 3 4 5 6 1 2

Total Gap Analysis Score 14 17 21 26 19 8

Concept EvaluationMetric Filter – Gap Analysis

Betty Crocker Single Bakes best capitalizes on an unserved market need.


(Forced Rankings)

Progresso Pronto

Silver Servings



Pillsbury’s Shepherd’s Pie

Growth Potential 3 2 5 4 6 1

Market Size 4 2 5 6 3 1

Product Launch Costs 3 4 5 6 1 2

Barriers to Entry 3 5 4 6 1 2

Competition 2 6 4 5 1 3

Total Profitability Score

15 19 23 27 12 9

Concept EvaluationMetric Filter – Profitability

Betty Crocker Single Bakes are a premium offering and holds the greatest profit potential. We anticipate Fiesta Ench-a-lottas will

generate high profits due to its high pricer per ounce ratio.


(Forced Rankings)

Progresso Pronto

Silver Servings


Single Bakes

Oriental Express


Pie

Profitability 15 19 23 27 12 9

Asset Compatibility 10 11 16 17 4 5

Unserved Needs 14 17 21 26 19 8

Total Profitability

Score

Concept EvaluationResults

• Selected Concepts



Supporting Research For Selected Concepts

• Kids 10 to 13 – “tweens” – favor four ethnic varieties over American cuisine 1

• Heinz acquired Delimex Foods in August, 2001, to target school lunch market– Weaker brand name than Old El Paso

Supporting ResearchMexican Food – Kid Consumption

Source: 2001 Tweens in America Report, Wharf Research and Center for Culinary Development, November 6, 2001

1. Chinese

2. Mexican

3. Japanese

4. Italian

5. American

Supporting ResearchCakes Consumption

• Recognized trend in UK toward snack market

• Cakes meet consumers needs for lighter and more wholesome sweet snacks (relative to most confections)

Source: “Cakes: Out of the tin and into a lunchbox”, Grocer, p. 53, October 27, 2001

Opportunity to leverage Betty Crocker brand is growing in snacks

Positioning

Product PositioningMethodology

Packaging

Mktg.

Consumer

Price

Placement

The product positioning was based on the five critical factors: Product Placement, Packaging, Marketing, Consumer Attributes, and Price.

Product PositioningFiesta Ench-a-lottas

Packaging

Mktg.

Segment

Price

Placement

Ench-a-lotta’s are targeted at children and teens. The product will be placed in the supermarket where microwave-ready kid’s single-serving segments are found.

Competitors include: Chef Boyardee, Kid’s Kitchen, Ragu Express

Ench-a-lotta’s packaging is similar to Chef Boyardee’s. It will be microwave- ready after the metal pop-top is removed.

Old El Paso branding will be prominently displayed to leverage the significant brand equity already enjoyed in the Mexican food category.

Ench-a-lotta’s will be offered in a 7.5 oz size.

The marketing campaign for Ench-a-lottas will use Old El Paso’s established brand equity.

Advertising through print will communicate the authentic Mexican flavor as well as the ease of preparation. Ench-a-lottas will be shown as fun and tasty way to eat lunch at home or at school.

The target market segment for Ench-a-lottas will be children from the age of 5 to 15. Research and surveys show that Mexican food is popular with kids.

Ench-a-lottas will be priced competitively with single serving Chef Boyardee offerings, at $1.29 for a 7.5 oz. container.

Product PositioningBetty Crocker Single Bakes

Packaging

Mktg.

Segment

Price

Placement

Betty Crocker Single Bakes will be placed in the snack aisle in the supermarket. Competitors include: Sara Lee, Hostess, Otis Spunkemeyer

Betty Crocker Single Bakes will be offered in 3 packs. The product will contain a topping, a utensil and a single serving cake. It will be microwave ready after the top is taken off, and the plastic cover for the bowl is pulled back.

The Betty Crocker branding will be prominently displayed to leverage it’s significant brand equity.

The marketing campaign for Single Bakes will emphasize the wholesome quality and flavor of the Betty Crocker products. Single Bakes will provide the tastiness of Betty’s best offerings with the ease and convenience of a prepared food.

The target market for Betty Crocker’s Single Bakes is working women who are looking for a better solution than a candy bar between meals. Market research has shown that this segment is seeking an alternative to “junk food” for snacking.

Betty’s Single Bakes will be priced competitively with snack alternatives such as candy bars. The suggested price point is $2.69 for the 3 pack offering.

Sales Projections

Methodology

Sales Projection MethodologySummary View

Identification and analysis of comparable launches

Review of existing markets and market shares

Evaluation of GM marketing and distribution

Anticipation of competitor and market dynamics

External Factors

Internal Factors

Annual Projections

Year 1

Year 2 Year 3Year 2

Year 3

Sales Projections


Sales Projections Fiesta Ench-a-lottas – Detailed View

Total Potential Buyers

Competitors

• Households with Kids (5 – 15)

• Lunch Items (not exclusive)

• Mexican Food Consumers

• Larger Portions Repositioned For Men

• EZ Macaroni

• Kids Chef Boyardee

– Ravioli

– Spaghetti

• Lunchables

Relative Product

Type

Brand Strength

Price

“Correction Factors”

Distribution Power

Revenues

Competitor and Market Dynamics

Identification of Potential

Buyer Segments

MarketInfluencers

IdentificationOf Direct

Competitors(Market Analysis)

Revenues (Units & Pricing)

Sales Projections Fiesta Ench-a-lottas – Sales (Year 1)

Distribution Power

BuyerSegments

PurchaseCalculation

Market ShareAnalysis

Revenue(Year 1)

Kids: 40,000,000

Kid Households: 20,000,000

BASE SEGMENT

Percentage of Homes Who Buy “Mexican”

(6 month time-frame)

45%

TOTAL SEGMENT

(0.45) x (20,000,000)

9,000,000 HH

MARKET SHARE

EZ Macaroni: 10 %

Lunchables: 55%

Chef Boyardee: 15%

Spaghettio’s: 5%

OLD EL PASO

17% Market Share of All Mexican Foods

MARKET SIZES

$ 50,000,000 - $150,000,000

7.5%

675,000 HH

CONSUMPTION (monthly)

Repeat+ Repeat Single

(0.34) (0.34) (0.34)

4+ 2 – 4 0 - 2

3 Per Household / Month

24,300,000 Bought

24,300,000

$1.29

X

$31,347,330

Source: “Meat & prepared meals report, Mediamark Research Inc., 1994

“Meat & prepared meals report, Mediamark Research Inc., 1997

Sales Projections Fiesta Ench-a-lottas – Sales (Year 2 and Year 3)

Distribution Power

BuyerSegments

Growth

PurchaseCalculation(Sensitivity)

Market ShareGrowth

(Responses)

RevenueGrowth

9,000,000 HH 7.5%



(0.20 – 0.40) (0.20–0.40) (0.20–0.40)

4+ 2 – 4 0 - 2

2.6 – 3.4 Purchases

Growth (Year 2): 1.03 – 1.10

Growth (Year 3): 1.03 – 1.10

• Growing Ethnic Influence

• Growing Cultural Influence

• Population Growth

4% - 10%

• Growth in Market (No response)

• Growth in Market (New Segment)

• Market Contraction (Price War)

• Market Contraction (Product Into)



Year 2

Year 3

$34,000,000

$35,000,000

675,000 HH

Sales Projections Fiesta Ench-a-lottas – Sensitivity Analysis

20%

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

$50,000

1 2 3

Sales Projections – Sensitivity Analysis (Monte Carlo Simulation)

Sal

es (

Th

ousa

nd

s)

Baseline50

%

20%

80%

50%

20%

80%

Year 1 Year 2 Year 3

Expected Case – Baseline Projection (mean – 50th percentile – projected sales)

Growth Case – Optimistic Growth Projection (80th percentile projection)

Market Contraction Case – Pessimistic Growth Projection (20 th percentile projection)

Sales Projections


Sales Projections Betty Crocker Single Bakes – Detailed View

Total Potential Buyers

Competitors

• Working Women

• Lunches

• Dinner Snacks

• Candy

• Pretzels

• Chips

• Vending Machine Fare

• Popcorn

“Correction Factors”

Relative Product

Type

Brand Strength

Price

Distribution Power

Revenues

Competitor and Market Dynamics

Identification of Potential

Buyer Segments

MarketInfluencers

IdentificationOf Direct

Competitors(Market Analysis)

Revenues (Units & Pricing)



Sales Projections Betty Crocker Single Bakes – Sales (Year 1)

Distribution Power

BuyerSegments

PurchaseCalculation

Market ShareAnalysis

Revenue(Year 1)

Workforce: 190,000,000

% Workforce (Women): 88,350,000

BASE SEGMENT

Bring Lunch From Home

Average: 50%

TOTAL SEGMENT

(0.50) x (88,350,000)

44,175,000 HH

MARKET SHARE

Nothing: 25 %

Candy: 40%

Pretzels: 8%

Chips: 7%

Popcorn: 5%

1%



(0.50) (0.35) (0.15)

4+ 2 – 4 0 - 2

3.70 Per Household / Month

19,613,700 Bought

$ 0.90

X

441,750 HH 19,613,700

$17,652,330

Sales Projections Betty Crocker Single Bakes–Sales (Year 2-3)

Distribution Power

BuyerSegments

Growth

PurchaseCalculation(Sensitivity)

Market Share Growth - Response

RevenueGrowth

44,175,000 HH 1%



(0.20–0.55) (0.15–0.35) (0.10–0.20)

4+ 2 – 4 0 - 2

1.55 – 4.00 Purchases

Growth (Year 2): 1.00 – 1.20

Growth (Year 3): 1.00 – 1.20

• Growing Women Workforce

• Use as Dinner Dessert1% - 3%

• Growth in Market (No response)

•Market Contraction (Product Into)

441,175 HH Year 2

Year 3

$25,000,000

$35,000,000

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

$50,000

1 2 3

Sales Projections Single Bakes – Sensitivity Analysis

80% 50%

20%

Sal

es (

Th

ousa

nd

s)

Baseline

50%

20%

80%

50%

Year 1 Year 2 Year 3

Sales Projections – Sensitivity Analysis (Monte Carlo Simulation)

Expected Case – Baseline Projection (mean – 50th percentile – projected sales)

Growth Case – Optimistic Growth Projection (80th percentile projection)

Market Contraction Case – Pessimistic Growth Projection (20 th percentile projection)

Next Steps

Next StepsConcept Confirmation

Technical Feasibility Review

Prototype Development

BASES Phase I – Concept Testing

BASES Phase II –In-Home Product

Testing

Test Market

Remaining steps required prior to national product launches

Backup Slides

Competition - WetProduct; Brand

Company Features – Prep

Flavors Meal Target – Market Message

It’s Pasta Anytime;

Classico

•Borden •Pasta & Sauce•Wet•Shelf-stable•Microwave•15.25 oz•$2.99/unit

•Tomato-Beef•Tomato-mushroom

•Lunch•Dinner

•Women•Age 18-49•“harried cooks”

Kid’s Kitchen

Hormel •Wet•Microwave•Cartoon characters

•Cheezy Mac ’N Cheese•Beefy Mac ‘N Cheese•Mini Beef Ravioli•Pizza Wedges – Pepperoni

•Lunch•Snack

•School age children•“Feed Their Bodies, Feed Their Minds”

Ragu Express

•Pasta & Sauce•Wet•Microwave

•Traditional Tomato•Classic Meat Flavor•Sweet Tomato & Garlic

•Lunch•Snack

•School age children•“Real Pasta, Real Sauce, Real Fast!”

EZ Mac Kraft

Competition - FrozenProduct; Brand



Marie Callender’s Bowls

•ConAgra •Taste•Frozen•Microwave•$2.99/unit

•Lemon herb chicken•Country Style Beef Pot Roast•Turkey Breast Medallions & Stuffing

•Lunch•Dinner

Healthly Choice Bowl Creations

•ConAgra •High nutrition•Frozen•Microwave•$2.39

•Chili w/corn bread•Chicken teriyaki; rice•Colonial style chicken pie•Tuna casserole•Chicken breast strips w/mac & cheese

•Lunch •Health conscious•Easy lunchtime solution

Uncle Ben’s Rice & Noodle Bowls

Mars Inc. •98% fat free•Rice or noodles, meat, vegtables•Frozen•Microwave/ Oven

•Chili•Lemon chicken•Chicken fajitas•Thai-curry chicken•Thai-peanut chicken•Jambalaya

•Lunch•Dinner

•Contemporary individuals•Women 25-40•“Satisfy Your Passion for Good Good.”•“Now The Hottest Thing in the Kitchen is in the Freezer”




Smart Ones Bowls;

Weight Watchers

Heinz •Low calorie•Low fat•Frozen•Microwave

•Lunch•Dinner

Lean Cuisine; Stouffer’s

Nestle USA •Healthy•Frozen

•Roasted Chicken w/Lemon Pepper Rettucini•Fiesta Grilled Chicken

•Dinner “Do something good for yourself.”

Stouffer’s Nestle USA •Serving Sizes of 1, 2, 5 or 9 Frozen

•Macaroni & Cheese•French Bread Pizza•Over 50 varieties

•Dinner “He’ll Love The Taste. You’ll Love That It’s So Good For Him.”

Swanson Vlassic •Frozen •Boneless white meat fried chicken breast•Hungry-Man Boneless White Meat Fried Chicken Breast•Fried Chicken dinner•Fun Feast All White Meat Fried Chicken Kids Dinner

•Dinner “Make New Memories with Swanson”




Michelina’s Michelina’s •Frozen•Microwave•10oz•$1.99/unit

•Sirloin beef peppercorn•Shrimp alfredo•Jumbo cheese ravioli•Chedder broccoli potatoes•Veg lasagna marinara•Lasagna w/meat sauce

•Meal Replace

Michelina’s Michelina’s •Frozen•Microwave

•Pizza Snack Rolls•Pizza Bagels•Single Serve Pizza

•Snack

Competition - DryProduct; Brand



Cup Noodles

Top Ramen

Nissin •Soup•Add hot water

•Beef•Chicken•Cajun Chicken•Mushroom Chicken•Etc.

•Lunch•Snack

Fantastic •Soup

Spice Hunter •Soup

Near East •Soup

Knorr

RestaurantsCompetitive trends associated with this industry are as

follows:1. Trend towards “quality” fast food chains.2. Disparity in eating “out” within in gender.3. Ethnicity becoming a strong influence in restaurant industry.4. Income also a factor concerning restaurant dining.

• 1) Future of fast-food: Becoming more “upscale”.1

– Boston Market: “take the meal home” concept– “Meal solutions”: ready-to-eat meals at restaurants or groceries– 51% of meals bought at restaurant taken home (of which, 2.1% come

from “fine restaurants”.

• 2) Men more likely to eat at a restaurant versus women.2

– (men = 4.6 meals “out”per week, women = 3.8 meals per week).– Additionally, men = 22% of all meals “eaten out”, vs. 18% for women. – Women consume 14.8 “privately-prepared” meals per week vs. men at

13.9 meals

Restaurants• 3) Ethnicity playing large role in restaurant trends.3

– More preferences and locations for “ethnic-themed” restaurants, especially among “urban-professionals” and “internationals”.

– Most popular ethnic offerings:• Thai

• Japanese

• South American

• Caribbean

• Minority groups tend to spend more on food away from home.3

• Hispanic adults lead all minorities in lunch and dinner (37% vs. 33% for African-Americans and Asians).

• Additionally, tend to order out more.

• Hispanic and African American females are more often “on-premises” patrons than their male counterparts.

• 4) Influence of Income.3

– Individuals with higher household income tend to dine out more.• Managerial and professional occupation households posted the highest per capita

and average total spending away from home ($3,003 and $1,112, respectively).

• Consumers with household income of $75K or more eat an average of 4.9 meals commercially prepared vs. 3.2 for incomes of $15K or less.

Comparative Parameters

Concept Comparative Price-point

Comparative Ounce Size

Progresso Pronto $1.89 16 oz.

Oriental Express $4.17 12 oz.

Fiesta Ench-A-Lottas $1.29 7.5 oz.

Sheppard’s Pie $2.16 8 oz.

Betty Single Bakes $2.55 14 oz.

Silver Servings $3.32 8.5 oz

Consumer Survey

The following slides contain survey questions posed to consumers. This is a

portion of the line of questioning we followed to understand consumer

perceptions of existing and conceptual products

Oriental ExpressProduct:

– The idea behind this product allows for General Mills to tap into the “Lunch-time-on-the-go” arena. This product offering will come in a “wet” form such as noodle or rice with vegetables and a meat. Also, there could be a section of dry noodles to serve as a topping encased on the top of the package. The offering will also come in packaging that has a plastic lid for aesthetic purposes that will be removed for the microwave process. Flavors would include Chicken Lo-Mein, Pepper steak and rice, Orange Chicken and noodles. This item will come in 12 oz packaging and will retail for $4.17.

Evaluation: Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high

_____ Price _____ Taste_____ Unique_____ Purchase Intent_____ Value

Fiesta Ench-a-lottas Product:

– Old El Paso, the world’s favorite brand of Mexican food, has been delivering the great tastes of Mexico to your home since 1917. Now their letting you enjoy a Mexican meal wherever you go with Fiesta Ench-a-lottas. You’ll love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Paso’s rich enchilada sauce. These single-serve Mexican meals satisfy your hunger at work, at school or at home with the great taste you’ve come to expect from Old El Paso. Just pop them in the microwave and savor the flavor. Flavors include beef, chicken or cheese. Ench-a-lottas are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover for microwaving. Served in 7.50 oz (for children or light eaters) or 7.5 oz packages (for adults seeking full meal). The retail price will be $1.29.



Betty’s Shepherd’s PieProduct:

– The Pillsbury Dough Boy has just gotten back from holiday in jolly’ole England and has decided to share with his friends in America the Old World delicacy known as Shepherd’s Pie. This delicious meal-in-itself goes great for lunch or dinner, either way, it is sure to satisfy you hunger. It is loaded with vegetables, meat, and potatoes, but most importantly, it is topped off with a fresh Pillsbury crust just like grandma made when you were little. Just pop them in the microwave and savor the flavor. Each single-serving bowl contains either beef or chicken. Other flavors include chicken and dumplings and beef stew. The package consists of a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover for microwaving. Served in 8oz packages for adult seeking a satisfying lunch or light dinner. The retail price is $2.16.



Betty Crocker Silver Servings Product:

– One recent study reported “Many older people, because of chronic medical problems, may require special diets: for example, a low-fat, low-cholesterol diet for heart disease, a low-sodium diet for high blood pressure, or a low-calorie diet for weight reduction. Special diets often require extra effort, but older people often settle for foods that are quick and easy to prepare, such as frozen dinners, canned foods, lunch meats, and others that may provide too many calories, or contain too much fat and sodium for their needs.” Thus, Betty Crocker’s Silver Servings will bring healthy and wholesome staple meals that seniors are accustomed to such as Chicken Noodle Casserole and Hearty Beef Stew. Four lines will be offered: Healthy Low fat, low cholesterol (for hearth disease), Healthy Low Sodium (for high blood pressure), and Healthy Low Calorie (for weight reduction). Served in 10 oz packages for $3.33.



Betty Crocker Single Bakes Product:

– “Nobody knows baking like Betty Crocker because for over 75 years, she has delivered trusted advice and quality products to millions of people, making life easier and ever more delicious.” Betty is now preparing some of her most popular pastries for you so that you can enjoy wonderful cakes, brownies and muffins even when you don’t have time to bake them from scratch. The single serving treats will be exactly what you need to get you from meal to meal during a busy day, or they can fill that craving for high quality, rich taste you have late at night. Heat these fresh quick-bake snacks in the microwave and add the pre-made frosting for a fast and tasty snack. Flavors include cinnamon roll, brownie, strudel, chocolate cake, German chocolate cake, lemon cake, vanilla cake and angel food cake. Served in 6 oz packages that retail for $0.99.



General Survey 1. How would you describe your average work day?

2. What goes through your mind when you decide to eat away from work/school?

3. How would you describe your eating…– Frequency:

– Portions:

– Type of food:

General Survey 4. Where are you usually when you eat…

– Lunch?:

– Dinner?:

5. What kind of words come to mind with …– Lunch?:

– Dinner?:

6. Why do (or don’t) you take lunch to work?

7. What type of food do you take to work for lunch (if you take your lunch?).

Date post:	29-Mar-2015
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General Mills New Product Introduction Marketing Plan Section 202 Team 4 Jay Curran James Gaskin...

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