Bowl Apptit

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Bowl Appètit!
Section 1 Team 5 Julie Biederman Brenna
Copeland Tina Bacon Krebs Abigail Pachon Nancy
Roman Laurie Streitmatter
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Focus on SWOT Opportunities

• Expand target to include children
• Large market for lunch products
• Improve healthy brand image
• Consumer data suggests nutrition for kids meals
  is growing in importance through 2005

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Why Target Kids?

• Emergence of a highly brand literate younger age
• Increasing amount of economic influence exerted
  by kids
• Establishment of brand loyalty early in life
• Ready to eat meals contribution to a childs
  sense of independence
• Current gap in General Mills portfolio - no meal
  product for kids

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Product Concept 1 Betty Crocker Lunch Pail

• Know what your kids are eating when you send them
  off to school!
• Ingredients/Flavors
• Ease of Preparation
• Suggested Retail Price of 2.59

Balanced Lunch
Lil




We recommend that GM fortify the Squeezit juice
to contain 50 calcium
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Concept Target MarketBetty Crocker Lunch Pail

• Kids ages 7-11 in grades 2nd through 6th
• Parents
• Value Nutrition
• Value Convenience

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Customer Switching LogicBetty Crocker Lunch Pail

• Healthy complete meal
• Convenience
• Kid appeal
• Box Tops for Education

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Relevant Competitors Betty Crocker Lunch Pail

• Refrigerated lunch kits
• Shelf stable lunch kits
• Shelf stable entrees (Chef Boyardee Hormel)
• Homemade lunches 1
• School cafeteria

1 source Lunch Room observation data in exhibit 4
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Promotion StrategyBetty Crocker Lunch Pail

• Back to School Launch 8/1/02
• Coupons for awareness and trial
• Guerilla Promotions
• Mannequins at Gap Kids, Limited Too, Hollister
  and department stores will hold the Betty Crocker
  Lunch Pail
• Magazine ads in Working Mother, Southern Living,
  Redbook and Cooking Light
• TV commercial in 1/03
• Partner with Target on color-themed ads

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DistributionBetty Crocker Lunch Pail

• Grocery stores
• Club stores
• Variety 10-packs featuring multiple storybooks

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Revenue ProjectionsBetty Crocker Lunch Pail

• GM revenue per unit 1.99
• Based on suggested retail of 2.59 and Peter
  MacDonalds comment that stores mark-up items by
  30 on average
• 2 to 6 market share at introduction and 23 to
  27 share at maturity
• Current market leader has 70 share
• Revenue of 55 million in year one 344 million
  at maturity

Source MRI Data for 1998
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Product Concept 2 Snack Bowl Appetit

• Let your kids be the chefs!
• Snack Bowl Appetit flavors
• Nacho Pasta
• Pizza Spaghetti Pie
• Macaroni Cheese
• Bacon Cheddar Mashed Potatoes
• Suggested Retail Price of 1.60

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Concept Target Market Snack Bowl Appetit

• Kids (ages 7-16)
• After-school snack
• Energy source before activities
• Parents
• Healthy alternative to other snack foods
• Ease of preparation

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Customer Switching LogicSnack Bowl Appetit

• Healthy snack
• Convenience
• Continuity with Lunch Pail
• Box Tops for Education

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Relevant CompetitorsSnack Bowl Appetit

• Shelf Stable
• Frozen
• Home cooked snacks/fresh fruit
• Miscellaneous

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Promotion StrategySnack Bowl Appetit

• Back to School Launch 8/1/02
• Coupons for awareness and trial
• Event marketing at theme parks and sporting
  events
• TV commercial in 1/03

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DistributionSnack Bowl Appetit

• Grocery stores
• Placement near Chef Boyardee, Hormel Kids
  Kitchen and other competitors
• Club stores
• Variety 10-pack offerings

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Revenue ProjectionsSnack Bowl Appetit

• GM revenue per unit 1.25
• 0.5 to 3 market share (unit volume) at
  introduction and 1 to 10 share at maturity
• Marketsharebench-marked

Source MRI Data for 1998
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Questions??