Bowl Apptit Project

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Bowl Appétit Project

• Marketing Strategy
• Christinne Moorman

Armando Nogueira Poliana Marques Claudio
Menezes Alexandre Rappaport Dale Bolen
November 19, 2001
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Agenda

• Executive Summary
• Methodology
• Brand Strategy
• Brand Evaluation
• Consumer Needs Assessment
• Concepts Incremental Revenue Estimates
• Conclusion

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Executive Summary
Executive Summary

• Implement a Market Nicher Strategy
• Execute strategy through two concepts
• New flavor chili bowl with rice
• Larger pasta portion size
• Achieve 8.3 MM additional annual revenue over 3
  years.

4
Product concepts conform to brand strategy.
Brand Strategy
CONSUMER NEEDS
1) Chili bowl with rice
Revenue Estimates
BRAND EVALUATION
PRODUCT CONCEPTS
2) Larger size
BRAND STRATEGY
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An underserved market opportunity
Brand Strategy
Adults
Stouffers Lean Cuisine
Healthy Choice Solo
Healthy Choice
Bowl Appetit
Pasta Anytime
Uncle Bens
Stouffers Mac Cheese
Expensive
Affordable
Chef Boyardee
Not a promising market
Ragu Express
Maruchan Instant Lunch
Kraft Easy Mac
Children
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Bowl Appetit leader in niche. Market Niche
Strategy.
Brand Strategy

• To fully occupy the market niche
• Protect the niche
• Expand the niche
• Major Benefits
• Preempt competition, saturate the niche, develop
  long term customer relationship/intimacy.

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Concepts fit the Betty Crocker / Bowl Appetit
brand.
Brand Evaluation
CONSUMER NEEDS
1) Chili bowl with rice
Revenue Estimates
BRAND EVALUATION
PRODUCT CONCEPTS
2) Larger size
BRAND STRATEGY
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Brand Evaluation
EXPECTATIONS
PERCEPTIONS
Consumers motivations
Identify consumers perceptions and assess
their needs
Values associated with the brand
Focus Group
Attributes evaluation

• Product Attributes
• Taste
• Price
• Convenience
• Packaging appearance
• Healthiness
• Portion size

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Means-End Chain analysis
Brand Evaluation
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Perceptual Map
Brand Evaluation
Responsible / Conscious
Efficient
Completeness
Happiness
Betty Crocker / Bowl Appetit
Leisure, time with family
Clean / tidy house
Self Esteem
Smart / fulfillment
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Product concepts address consumer needs.
Consumer needs assessment
CONSUMER NEEDS
1) Chili bowl with rice
Revenue Estimates
BRAND POSITIONING
PRODUCT CONCEPTS
2) Larger size
BRAND STRATEGY
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Consumer needs assessment
EXPECTATIONS
PERCEPTIONS
Consumers motivations
Identify consumers perceptions and assess
their needs
Values associated with the brand
Focus Group
Attributes evaluation

• Product Attributes
• Taste
• Price
• Convenience
• Packaging appearance
• Healthiness
• Portion size

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Consumer needs assessment - Motivations

• Target market busy people seeking convenience.
• Therefore, our concepts best fit under the Bowl
  Appetit line.

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No change to the Brand positioning
Consumer needs assessment - Motivations
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Attributes evaluation
Consumer needs assessment Attributes
EXPECTATIONS
PERCEPTIONS
Consumers motivations
Identify consumers perceptions and assess
their needs
Values associated with the brand
Focus Group
Attributes evaluation

• Product Attributes
• Taste
• Price
• Convenience
• Packaging appearance
• Healthiness
• Portion size

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Consumer needs assessment Attributes

• Average Score per Attribute

Score
Average 4.6
7 Very Appealing 4 Indifferent 1 Not
Appealing at All
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Consumer needs assessment Attributes

• Standard Deviation per Attribute

SD
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Brand strategy, brand evaluation and consumer
needs all support the two new concepts for Bowl
Appetit line.
Concepts Incremental Revenue
CONSUMER NEEDS
1) Chili bowl with rice
Revenue Estimates
BRAND EVALUATION
PRODUCT CONCEPTS
2) Larger size
BRAND STRATEGY
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The South is the largest US region
Concepts Incremental Revenue
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Goal Reach a 100 rating.
Concepts 1
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Moving from an index level of 78 to 100 in the
South represents incremental revenue of 3.5 MM
/ year.
Concepts 1
Note Revenues Sales Index percentage of
population / 100
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The South generally favors spicier food than
other US regions. Furthermore, single serve meals
that contain meat or rice seem to over perform
Concepts 1
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Concept 1
Concepts 1
Chili Bowl with Rice
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but our findings suggested that a single
portion size might be insufficient
Concept 2

• Brand Strategy
• The firm needs to protect and expand its market
  by fully occupying the market niche
• Brand Evaluation
• To achieve a sense of completeness, the
  consumer needs to satisfy his hunger
• Customer needs assessment
• Rice and mashed potatoes, which are usually
  consumed as a side dishes, were OK. But the pasta
  portion was clearly insufficient

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30 larger portion size for Pasta
incremental revenue of 4.8 MM / year.
Concept 2
Note Projected annual revenues New sales
factor Current sales ((1 - cannib.
Factor)Current Sales (cannib. factorCurrent
Sales(Larger Portion Price/Current Unit Price))
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Concept 2
Concept 2
Large Pasta Portion Size
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Conclusion
Conclusion

• Two new concepts for Bowl Appetit line
• Chili bowl
• South
• 3.5 MM per year
• Larger pasta
• Meal-sized serving
• 4.8 MM per year
• Present value of incremental revenues for 3 years
  
• 22.7 MM