General Mills SingleServing Shelf Stable Growth Plan

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General MillsSingle-Serving Shelf Stable Growth
Plan

• Presented by
• Elizabeth Dolinski
• Debbie Nolind
• Ann Singhakowinta
• Jay Wohlken
• Franck Valas
• Ana Valverde

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Problem - Barriers

• Barriers to achieving growth target

Positioning discrepancies
Placement constraints
Undifferentiated product
Non-loyal customer base
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Problem - Differentiation

• According to the web survey, perceptions of Betty
  Crocker Bowl Appétit qualities are dominated by
  other brands

Attribute Radar
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Strategy - Buyer Motivations

• Consumers may determine type of food based on
  logic, but use varying Motivation-in-the-Moment
  to select item

Am I hungry right now? Am I in a rush? When and
where will I eat? How do I feel about myself and
family? What mood am I in?
Situation Thoughts Feelings Satisfaction
Requirements
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Strategy Segment Selection

• Which segments should General Mills select?

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Strategy Segment Selection

• Which segments should General Mills select?

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New and Improved Bowl Appétit
Taste Wet pack for sauces, cheeses or dressings.
Dry pack for Parmesan cheese or herbs. Health
Larger vegetables, reduced fat and
sodium. Baseline Convenience Portable, Self
contained, Microwaveable. Price new 1.99
price. Placement Next to the other Betty Crocker
meal starter products.
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Bowl Appétit - Financials

• Revenues
• Revenues estimates for the improved Bowl Appetit
  using base scenario assumptions

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Progresso Soup Singles
Product Description Wet, shelf stable,
ready-to-serve, single serving. Taste
High-quality, emphasis on taste (fit with
Progresso equity). Placement In the soup
section. Price 1.49.
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Soup Singles Financials

• Revenues
• Revenues estimates for the improved Bowl Appetit
  using base scenario assumptions for 2003 and 2004

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Strategy - Evaluative Criteria

• Position a product in both taste segments to
  maximize growth
• Both product concepts must meet the following
  criteria

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Questions
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