Russell Davies Online School for Account Planning

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Russell Davies Online School for Account
Planning
russell davies Important point I decided to
make all these documents as anonymous as
possible. In doing that I made this one a lot
less attractive than it originally was. Apologies
for that. The contents still there but it
doesnt look as good. Which is a shame because
its good-lookingness was important. Anyway

• Assignment Number One
• November 4, 2005

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No one goes shoppingfor baked beans.
russell davies You have my attention
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No one goes shoppingfor baked beans.
russell davies And theres a legitimate insight.
Good start.

• People shop for dinner.

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How can a new product break in to a grocery aisle
that barely registers in the first place?
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By disrupting the market with a brand offering
that is different, not just another new product.
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We need to offer consumers something they cant
currently get.
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We need to offer consumers something they cant
currently get.
russell davies Excellent. Youre taking me on a
bit of a journey. Though are you sure they cant
get this already? Never mind. Im buying it.

• An easy, convenient dinner option that is also
  nutritious and flavorful.

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Introducing Ms. Bs Simple Sides
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Product Offering
russell davies I like the idea and the ambition
but arent you running before you can walk? We
want to launch just the one thing (and it took 20
years to develop that) - should we already be
talking about a range?

• All the sides you need for a wholesome dinner
  without a lot of time to prepare it
• Ms. Bs Simple Sides
• Brown Sugar Baked Beans
• Red Cabbage Coleslaw
• Southern Style Green Beans
• White Cheddar Mac Cheese
• Red Cabbage is higher in fiber

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Positioning
russell davies Good - but, like I said before,
shouldnt we launch the beans first?

• A product line of simple side dishes for
  time-strapped parents that care about nutrition

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Core Brand Essence
russell davies I know this core brand essence
stuff is useful and professional but I always
worry about its value. Are these values
particularly differentiating? Isnt this what
almost everything in the grocery store stands for
(on their mission statement at least)? If youre
going to do this you have to throw something
distinctive and unexpected in there, something
people might actually notice and care about.

• Wholesome
• Homemade
• All-natural
• Flavorful

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Brand Story
russell davies Brand story - good idea. I like
this. Again, though, could it be a little less
bland? What would 20 years of experimenting feel
like? Theres potentially real drama in this
story and Im not feeling it from this.

• Ms. Dorothy Boodle has been making nutritious
  home cooked meals for her Tennessee school
  children for the last twenty years. After years
  of experimenting, no one knows how to please a
  fussy eater better than Ms. B (as shes known
  at school)

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Packaging
russell davies Very good. I like this.

• Clear glass mason jars and the look of
  handwritten labels evoke homemade goodness and
  quality ingredients
• As Ms. B says, Theres nothing in my Simple
  Sides to hide behind aluminum.

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Merchandising
russell davies Again, good stuff. Glad youre
thinking about this.

• Display out of section near fresh chicken or near
  the deli section
• Bundle products together on shelf next to baked
  beans

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Price Strategy
russell davies And this. Good.

• Charge at least 1.00 more than Heinz Baked Beans
• Offer 1 off instant refunds to generate trial at
  launch
• Offer 2 mail-in rebate on dinner (all four sides
  at the same time)

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Marketing Budget
russell davies Very advertising led. Competent
but a bit old school. Isnt there a better way of
doing this than spending all that money on ads? I
like the mixture of stuff, youve thought about
good things, but I wish it was a little less
conventional for such a potentially
unconventional product.

• Target parents in 5-10 opportunity markets with
  an awareness trial campaign
• Tell the story with spot broadcast - 2MM
• Drive trial with a free standing newspaper insert
  with an offer for 2 off when you buy all four -
  1.5MM
• Educate consumers about Ms. Bs wholesome
  approach through public relations - 500K
• Generate buzz about the taste and flavor through
  product sampling at premium grocery stores and
  city food events - 500K
• In-store promotions and point-of sale 2500K
• Partner with a premium chicken brand to sponsor
  feed the homeless events at school cafeterias
  with student volunteers serving chicken dinners
  with Ms. Bs sides- 250K

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Sustain Momentum
russell davies You never rest do you? Very
ambitious. I think if we did all youve outlined
wed like to have a break before getting Ms B
working on the cornbread.

• Launch Ms. Bs Simple Sides cornbread and biscuit
  mixes and cinnamon apple sauce once the brand
  has been successfully launched

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Thank You
russell davies Thank you. Lots of good thinking
in here. Very thorough and concisely presented.
My only concern might be the relatively
conventional approach. If Boodles are going to
stand a chance they need to breakthrough, be
different and distinctive - and the most
remarkable thing about them is Ms Bs story and
her 20 years of endeavour which you slightly
underplay.