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General Mills Bowl Appetit Project

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General Mills Bowl Appetit Project. Lindsay Biggers. Kate Bostock ... Leverage existing market leadership, brand equity and superior technology of General Mills ... – PowerPoint PPT presentation

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Title: General Mills Bowl Appetit Project


1
General Mills Bowl Appetit Project
  • Lindsay Biggers
  • Kate Bostock
  • Sarah Carignan
  • Allison Jones
  • Tiffany Koch
  • David Thornton
  • Section 2
  • Team 5
  • Locker 535

2
Agenda
  • Goal
  • Recommended Strategy
  • Market analysis
  • Product ideas
  • Revenue Projections
  • Summary
  • Questions

3
Goal
  • Generate the maximum level of sustainable growth
    in shelf-stable, single-serve food product
    revenues for the next three years.

4
Recommended Strategy
  • Increase customer base by leveraging existing
    market leadership, brand equity and superior
    technology of General Mills
  • Betty Crockers Hearty Bowl
  • Betty Crockers Breakfast Bowl
  • Just like Mom used to make.

5
Market Analysis
  • Company
  • Market leadership
  • Superior technology
  • High brand equity
  • Customer
  • Segments we are/are not reaching
  • Unmet needs for convenient breakfast and hearty
    lunch
  • Competition
  • Intense across and within categories
  • Mapped against customer perceptions

6
Betty Crockers Hearty Bowl
  • Target Men, Women who buy for men, All heartier
    appetites
  • Price 1.89
  • Approximately 25 higher than Bowl Appetit lunch
    price
  • Offering convenient hot lunch or dinner for
    heartier appetites
  • Positioning Like mom used to make Appealing to
    women who make 80 of grocery store purchases
    Taking care of your mans appetite

7
Betty Crockers Breakfast Bowl
  • Target Men and women 18 years and older
  • Price 1.09
  • Similar price to fast-food and existing breakfast
    items
  • Offering Quick, convenient, and hot breakfast
    for people on-the-go
  • Positioning A hot breakfast just as good as mom
    used to make

8
Revenue Projections
9
Summary
  • Leverage existing market leadership, brand equity
    and superior technology of General Mills
  • Capitalize on Bowl Appetit success include male
    audience
  • Expand into breakfast on-the go

Just like Mom used to make.
10
Questions
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