General Mills Project

1
General Mills Project

• Routes to Growth
• Team 11 (Section 202)
• Abhas Bhalla (533)
• Henri Bourgeois
• Angel Gavieiro-Besteiro
• Andrey Krukov
• Carlos Montalván
• John Stoner

2
Overview

• Executive Summary
• Context Current Landscape Strategic
  Positioning
• Recommendation A Pasta Deluxe!- (1) Concept
  Definition- (2) Selling Proposition- (3) Sales
  Revenue Projections
• Recommendation B Bowl Appetit Quick!- (1)
  Concept Definition- (2) Selling Proposition-
  (3) Sales Revenue Projections
• Conclusion Takeaways

3
Executive Summary

• Recommended Strategies
• Strategy A Redefine product to target
  high-quality segment by introducing Pasta
  Deluxe!
• Strategy B Enhanced focus on convenience to tap
  into away-from-home segment with Bowl Appetit
  Quick!

4
Current Landscape andStrategic Positioning
CONTEXT

• Compete at the high-quality end home-made
  Pasta Deluxe!

Quality ()
Vacuum Food
Frozen Food
Quick Bowl Appetit!

• Offer extra convenience away-from-home Bowl
  Appetit Quick!

Microwave Multipacks
Microwave Cups
(-)
() Convenience
Instant Meals
(-)
Home Market
5
Customers, Industry Environment
CONTEXT
Customers
Needs eat hurry
what?
how?

• Big trends
• Quality Home cooked
• Healthy Better for you
• Niches in growth
• Diet, Kids, Ethnic

• At home
• Frozen (fridge microwave)
• Dry/Vacuum (microwave)
• Instant (hot water)
• Away from home
• Self-brought
• Cafeteria/Vending Machines
• Outside work

Source team analysis, SP Industry Survey, U.S.
Census
6
RECOMMENDATION A
Home-made Pasta Deluxe!(1) Concept Definition

• Pasta Deluxe!
• Shelf-stable, pre-cooked, vacuum-packed pasta
  with a packet of pre-made sauce
• Five types of pasta and five varieties of sauce,
  matched to provide ten separate SKUs.
• Package self-contained tray, used for cooking
  and serving
• Cartoon-cover with sophisticated photo of the
  pasta once done
• Visible sauce packet with old fashion label
  (flavor recipe)
• The space where the sauce packet is located
  serves as a heat-resistant handle

7
RECOMMENDATION A
Home-made Pasta Deluxe!(1) Concept Definition
(cont.)

• Preparation
• The customer mixes pasta and sauce in the tray
  (key as if the customer had cooked the pasta
  herself)
• Ready to heat in the microwave no clean-up
• Branding
• Recommended Betty Crocker for both pasta and
  sauce (umbrella branding)
• Alternative 1 Develop or acquire a different
  brand for the sauce (internal co-branding)
• Alternative 2 Partner with an outside reputable
  sauce brand (external co-branding)

8
RECOMMENDATION A
Home-made Pasta Deluxe!(2) Selling Proposition

• Premium pasta and sauce from Betty Crocker for a
  quick, fresh-tasting meal
• Pasta and sauce in flavor-saving vacuum-sealed
  packets are convenient to store and easy to
  prepare
• Ten combinations of pasta and sauce give you a
  lot of variety in your meals
• Retail price about 3.00
• No need to refrigerate
• Preparation and clean-up are quick and simple.

9
RECOMMENDATION A
Home-made Pasta Deluxe!(3) Sales and Revenues
Projections

• Expected Revenues around 60 million per year
  (after 1 year penetration)
• Expected Buyers above 6 million after year 2

10
RECOMMENDATION B
Away-from-home Bowl Appetit Quick! (1) Concept
Definition

• Bowl Appetit Quick!
• New improved Bowl Appetit! which does not need a
  microwave, just add hot water and its ready.
• Package suitable for vending machines, fork
  included, no paper package, just a bowl with a
  colorful top.
• Varieties 10 available flavors.
• Specially designed vending machine with hot water
  faucet.

11
RECOMMENDATION B
Away-from-home Bowl Appetit Quick! (1) Concept
Definition (cont.)

• Branding
• Leveraging Betty Crocker and Bowl Appetit! brand
  names
• Adding Quick on the packaging to distinguish
  from existing Bowl Appetit! product and to
  emphasize improved convenience

12
RECOMMENDATION B
Away-from-home Bowl Appetit Quick! (2) Selling
Proposition

• Get a complete hot meal at your workplace with
  New Bowl Appetit Quick!
• Easy to prepare just add hot water.
• 10 different flavors 4 pastas, 3 rice, 3
  potatoes.
• Available in vending machines at your office.
• Priced just 2.00

13
RECOMMENDATION B
Away-from-home Bowl Appetit Quick!(3) Sales
and Revenues Projections

• Expected Revenues 58 millions (3years)
• Peak sales 25 million (Year 5)
• 3 sales opportunities
• Lunch 71 million
• Snack 9 million
• Dinner 25 million

14
Conclusion

• Significant customer-driven trends in the food
  industry - Preference for
  home-cooked quality - Need for more
  convenience flexibility
• Our recommendations address both these needs
  via - Home-cooked Pasta Deluxe! -
  Away-from-home Bowl Appetit Quick!
• Estimated three year revenues - Pasta Deluxe!
  Approx. 140 M - Bowl Appetit
  Quick! Approx. 58 M