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General Mills New Product Introduction Marketing Plan. Locker Number 632. Section 202 Team 4 Jay Curran James Gaskin G.T. Hollett Steve Holley Kurt Knaub Marty Wick. Project Objective.

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general mills new product introduction marketing plan

General MillsNew Product IntroductionMarketing Plan

Locker Number 632

Section 202 Team4

Jay Curran

James Gaskin

G.T. Hollett

Steve Holley

Kurt Knaub

Marty Wick

project objective
Project Objective

To create and initiate market planning for two shelf-stable, single-serve product lines or product line extensions that will generate substantial incremental revenue over a three-year sales period

process outline

Concept Creation

Concept Evaluation

Positioning

Gap

Analysis

Concept Creation and

Evaluation

Successful Product Launch

Sales

Projections

Positioning

2 Concepts Chosen

}

}

}

}

  • Consumer Feedback
  • Consumer Focus
  • Packaging
  • Price
  • Marketing
  • Potential Buyers
  • Market Analysis
  • Market Influencers
  • Purchase Estimation
  • Revenue Projection
  • New Segments
  • Existing Concepts
  • Attribute Importance
  • New Market Space
  • Brainstorming
  • Concept Selection
    • Psychographics
    • Asset Compatibility
    • Gap Analysis
    • Profitability
Process Outline

Phase I

Phase III

Phase IV

Phase II

Gap Analysis

Gap Analysis

macroeconomic data u s age demographics
Macroeconomic DataU.S. Age Demographics
  • Average age of population is increasing
    • Over 65 group grew by 14.7M people from 1990 to 1999

Kids and the baby boomer generation form two of the fastest growing segments.

Source: 2000 Census Bureau Report

macroeconomic trends u s ethnic demographics
Macroeconomic TrendsU.S. Ethnic Demographics
  • Hispanic and Asian-American ethnic groups have the highest growth rates in the nation
    • Hispanic: 34.5%
    • Asian-American: 35.9%
  • Despite the fact that Hispanics are only 11% of population and Asian Americans are 4%, the growth of these ethnic populations influences U.S. culture

Total Pop: 270M

Asian-American and Hispanic foods represent a fast growing segment due to both population and cultural influence

Source: 2000 Census Bureau Report

macroeconomic trends u s labor households
Macroeconomic TrendsU.S. Labor & Households
  • Almost 2/3 of U.S. Households do not have a “stay at home” adult to allocate their time to meal preparation
  • Women account for 46.5% of current workforce

Total U.S. HH: 105M

Total U.S. HH: 105M

Asian-American and Hispanic foods are a growing segment due to both population and cultural influence

Source: 2000 Census Bureau Report

macroeconomic trends u s labor households1
Macroeconomic TrendsU.S. Labor & Households
  • Fast growing segment of food marketplace.
    • Analysts currently estimate nutraceutical market at $15 Billion.1
    • Currently, “nutrionally-improved” foods account for more than 78% of growth in 35 food categories.2
    • Growth attributed to large population of aging baby boomers and awareness of “age” disorders (e.g., osteoporosis)
  • Popular in the following forms:
    • Beverages (OJ, fruit juice, smoothies, spritzers, etc.)
    • Cereal
    • “Meal-replacements” (shakes, snacks, etc.)
  • www.cnn.com/2000/food; January 1, 2000 “On your plate,: top food issues for your meals.”
  • http://www.opta-food.com/trends/3tds-ptctpt.html
macroeconomic trends summary
Macroeconomic TrendsSummary

Statistical Trends and Observations

Takeaways

  • Dual income and single person households are increasing and now account for 2/3 of all U.S. households

There are fewer households who have a “dedicated” family member for meal preparation

  • Hispanics and Asian-Americans are the fastest growing segment of the U.S. and now account for 15% of the total population

Opportunities exist in the fastest growing ethnic segments

  • The average age of the population is increasing (baby boomers). The “kid” segment is also one of the fastest growing.

There is a potential need for products which target specific food attributes of the baby boomers and kids

  • Women now account for 46.5% of the workforce and is increasing

An opportunity may exist for lunch meals which target working women.

microeconomic data u s food expenditure trends
Microeconomic DataU.S. Food Expenditure Trends
  • U.S. consumers are spending less of their disposable income on food during the late 1990’s
  • In the past 10 years, supermarkets have experienced a two-fold increase in shoppers who consider a grocery store the primary source for a pre-made dinner (18% of total population)

Supermarkets are increasingly the primary source for pre-made, inexpensive dinners.

Source: “Meal Solutions”, Food Marketing Institute, 2000

microeconomic data u s food consumption lunch at work
Microeconomic DataU.S. Food Consumption – Lunch at Work
  • Workplace lunch facts:

Bring Lunch from home 45% At least once per week

20% Everyday

Skip Lunch completely 31% Sometimes

11% At least once per week

Nearly half of American workers are looking for lunch solution to take to work

Source: “Brown Baggin’ It”, American Demographics, January, 2001

microeconomic data meal preparation time
Microeconomic DataMeal Preparation Time
  • As consumers’ lives have become increasingly hectic, the length of time dedicated to meal preparation has decreased
  • Time dedicated to lunch (both preparation and consumption) has decreased to only 15 minutes

Americans have less time to spend on meal preparation with lunch being particularly hectic for consumers

Source: “Changing Cooking & Dining Habits”, www.globalgourment.com, 2000

microeconomic data u s food attribute importance
Microeconomic DataU.S. Food Attribute Importance
  • Surveys indicate the top four food attributes for making a purchase are taste, nutrition, product safety, and price.

These attributes serve as potential drivers for consumer purchase behavior

Source: “Nutrition”, Food Marketing Institute, 2000

microeconomic data u s food attribute importance1
Microeconomic DataU.S. Food Attribute Importance
  • Further research indicates health importance for consumers is typically fleeting
  • The food industry is known to take advantage of this fact through loose nutritional claims of low fat or low sodium products
  • A Food Marketing Institute (FMI) survey found the most definitive health changes were additions to their diet in the form of fruits and vegetables rather than eliminating certain unhealthy aspects in their current meal purchases

While nutrition was identified as a potential driver for food consumption, consumers often don’t make their purchase decisions based on this attribute

Source: “Nutrition”, Food Marketing Institute, 2000

microeconomic data u s food consumption snacks
Microeconomic DataU.S. Food Consumption - Snacks
  • A significant percentage of Americans snack:

93%

50%

40%

Snack food sales continue to grow. Sales topped $30 billion in 1999 1

Source: “What’s in Store”, International Dairy Deli Bakery Association, September, 19981 Press Release, Snack Food Association, July 19, 2000 (most recent available data)

slide17

Microeconomic DataNutraceutical Trends

  • Fast growing segment of food marketplace
    • Analysts currently estimate nutraceutical market at $15 billion
    • Currently, “nutritionally-improved” foods account for more than 78% of growth in 35 food categories
    • Growth attributed to large population of aging baby boomers and awareness of “age” disorders (e.g., osteoporosis)
  • Popular in the following forms
    • Beverages (OJ, fruit juice, smoothies, spritzers, etc.)
    • Cereal
    • “Meal-replacements” (shakes, snacks, etc.)

Source: www.cnn.com/2000/food; January 1, 2000 “On your plate,: top food issues for your meals.”

http://www.opta-food.com/trends/3tds-ptctpt.html

microeconomic data summary
Microeconomic DataSummary

Statistical Trends and Observations

Takeaways

  • Supermarkets are a primary source for shoppers who are looking for a pre-made dinner

The market for single serve, shelf-stable products should expand

  • A significant percentage of American workers skip lunch or eat out regularly

American workers have a need for a quality tasting, convenient prepared lunch meal

  • Time spent for lunch (and other meals) has become increasingly short

Lunch convenience

  • Nutrition is identified by consumers as an important food attribute, but has less impact in their actual purchasing decision

Health attributes for meals can be subtle. Taste is a true driver for food consumption

  • Snacks food sales are growing a represent a significant portion of a typical consumer’s consumption

Snacks represents a robust and growing segment of the market

consumer needs analysis moment in time decisions summary
Consumer Needs AnalysisMoment-In-Time Decisions - Summary
  • Convenience is a key factor if the consideration set includes any single serving meals
  • Meal & snack sizes away from the home tend to be small due to hectic schedules
  • After convenience is evaluated, taste drives a meal or snack decision
  • Heath was an important consideration, but was often neglected at the time of purchase, in favor of convenience & taste
  • Price will always influence meal & snack purchases

Source: These takeaways are derived from consumer interactions. These include surveys and discussions about general and eating behaviors. The survey is included in the Appendix.

portfolio overview core demographics and dayparts served
Portfolio OverviewCore Demographics and Dayparts Served

Adults

BacOs

Chex Mix

Bugles

Pop Secret

Nature Valley

Yoplait

Progresso

Haagen Dazs

RTE Cereals

Bowl Appetit

Lloyd’s BBQ

Old El Paso

Green Giant

Pillsbury

B.C. dessert mixes

Pillsbury

Morning

Noon

Night

B.C. Helpers

Ginos/Totinos

Family

Fruit Snacks

Dunkaroos

Squeezits

Time of day and lifestage factors, while not drivers, help isolate drivers

Go-Gurt

Kids

UNDERSERVED

Lunch hour generally underserved by existing offerings

needs analysis taste flavors and nutrition
Needs AnalysisTaste, Flavors and Nutrition *

For the senses (taste)

BacOs

Chex Mix

Bugles

Pop Secret

Haagen Dazs

B.C. dessert mixes

Ginos/Totinos

RTE Cereals

Bowl Appetit

Dunkaroos

Squeezits

Lloyd’s BBQ

Old El Paso

Pillsbury

B.C. Helpers

Standard

Ethnic

Progresso

Fruit Snacks

Go-Gurt

Nature Valley

Yoplait

Green Giant

For the body (nutrition)

UNDERSERVED

General Mills delivers very little ethnic flavor

* Critical drivers when holding price and convenience constant

brand review leverage opportunities
Brand ReviewLeverage Opportunities

General Occasions

Numerous opportunities to leverage powerful brand names in various formats

competitive analysis brands
Competitive AnalysisBrands

Grocery Deli

Frozen Foods

Fast Food

competitive analysis consideration set
Competitive AnalysisConsideration Set
  • Broad Options
  • Consumers’ meal consideration sets include traditional restaurants and fast food outlets.
  • More Narrow Options
  • Consumers narrow their options to include only items available in the supermarket.
  • Specific Options
  • For shelf-stable products consumers are choosing from options within the category.

Restaurants

Shelf-

Stable

Grocery Deli

Frozen Foods

Fast Food

Consideration sets allow marketers to analyze competitive options and segment consumers based on purchase behaviors

competitive analysis grocery store competitor characteristics

It’s Pasta Anytime

  • Kid’s Kitchen
  • Ragu Express
Competitive AnalysisGrocery Store Competitor Characteristics
  • Cup o’ Noodles
  • Top Ramen

}

  • Limited Variety
  • Water Based
  • Less Expensive
  • Limited Kids Options

Dry Shelf-Stable

}

  • Largely Soups and Italian Dishes
  • More Kids Options

Wet Shelf-Stable

}

  • Large Variety
  • Oil Based
  • Better Tasting
  • Targets Dinner
  • More Expensive
  • Uncle Ben’s Rice Bowls
  • Marie Callendar
  • Lean Cuisine

Frozen

Products launched in the grocery store require positioning against the specific attributes of its competitive consideration set

competitive analysis lunch dinner and snack offerings
Competitive AnalysisLunch, Dinner and Snack Offerings

For the senses (taste)

Michelina’s Snacks

Stouffer’s

Marie Callender’s Bowls

EZ Mac

Kid’s Kitchen

Swanson

It’s Pasta Anytime

Michelina’s

Ragu Express

Standard

Ethnic

Chef Boyardee

Cup Noodles

Top Ramen

Smart Ones Bowls

Uncle Ben’s Rice & Noodle Bowls

Lean Cuisine

Healthly Choice Bowl Creations

For the body (nutrition)

Very few ethnic products; Very few premium snack products

* Critical drivers when holding price and convenience constant

competitive analysis summary

Marketplace is not meeting the growing demand for ethnic flavors

More competitive Italian segment will offer lower profits and smaller growth opportunities

Single-serve snacks baked fresh is under developed segment; large growth potential

Shelf-stable products geared towards men and children is an under developed segment; large growth potential

Competitive AnalysisSummary

Statistical Trends

Statistical Trends and Observations

Takeaways

  • Few ethnic offerings available: Chinese, Indian, Mexican, Thai
  • Many competitors already offer shelf-stable Italian products
  • Minimal single-serve, quick-bake products available as shelf-stable
  • Few products targeted towards children and men in shelf-stable category
concept creation methodology

LogicFilter

Metric Filter

Concept CreationMethodology

Unbiased

Brainstorming

Driven By

Collected Data

Filtered

Concepts

Winning

Concepts

Winning Concepts

Sample output:

Nutraceuticals – senior-oriented foods, woman-oriented foods

Convenience – Cereal bars, drinkable meals, lunch-on-a-stick

Ethnic fare – Chinese bowls, Mexican meals, Italian pastas, “Around-the-world” dishes for kids

Snack consumption – cereal treats, time-of-day sustenance (numerous small snacks which replace meals), popcorn treats

Lunch at work – refreshing fruit and yogurt, energy bars, room-temperature meals

  • Concepts:
  • Progresso Pronto
  • Silver Servings
  • Fiesta Ench-a-lottas
  • Betty Crocker
  • Single Bakes
  • Pillsbury Shepherds Pie
  • Oriental Express

Betty Crocker Single Bakes

Fiesta Ench-a-lottas

Logic and detailed analytics used to filter concepts in timely fashion

concept creation concept ideas
Concept CreationConcept Ideas

Progresso Pronto

Oriental Express

Fiesta Ench-a-lottas

Pillsbury Shepherd’s Pie

Betty Crocker’s Silver Servings

Betty Crocker Single Bakes

progresso pronto
Progresso Pronto
  • Concept
    • You have enjoyed Progresso Italian soups for years. Now, in addition to the world’s best soups, Progresso brings you a number of quick, hearty meal bowls to warm your heart and satisfy your hunger with the tastes of Tuscany.
  • Features
    • Personal microwave-able bowl
    • Ready to heat meals
    • Italian favorites as Roasted Herb Chicken Pasta and Arrabiatta Spicy Pasta Casserole.
    • Old country herbs and spices that you have come to expect from Progresso.
    • Includes a packet of parmesan cheese to be sprinkled over the top of the meal before serving- adding a delightful addition to the old style recipes.
progresso pronto1
Progresso Pronto
  • Potential Line Extensions
    • Extend the Progresso soup lines to create the following meals:
      • Hearty Home style Tomato Pasta, Tomato Basil Pasta Pasta Dinner, Roasted Chicken Italiano with Rice.
  • Brand
    • The Progresso brand represents “great food, simply prepared,” and is the perfect image to develop a line of hearty Italian-influenced shelf-stable meals.
    • The existing following of the Progresso brand will provide an immediate launch pad for Progresso Pronto. It is important to note that the Progresso line successfully markets quality shelf-stable meats in their products. This will be critical in helping consumers bridge the gap to shelf-stable meats.
progresso pronto2
Progresso Pronto
  • Needs Addressed

The primary needs addressed with this product offering are the following:

    • General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of “Bowl Appetit,” GM does not have a lunchtime offering.
    • The idea behind this product allows for General Mills to tap into the “Lunch-time-on-the-go” arena and also to leverage the core competencies of General Mills in a new area.
    • Competitors already have an Italian segment developed in the shelf-stable (e.g. Classico and Chef-Boyardee,) ready to eat category, but GM does not currently have an offering.
    • Progresso Pronto gives GM the opportunity to expand the existing consumer perception of the Progresso brand from quality soups with an Italian flair to mean “Homestyle Italian” products. As such, Progresso Pronto segment (shelf-stable Italian) represents a premium product while the competition focuses mainly on the children’s market. (e.g. Chef-Boyardee)
progresso pronto3
Progresso Pronto
  • Communication
    • The promotion behind Progresso Pronto will differentiate the product from Progresso Soups by showing how they are a meal in a ready-to-eat bowl and compete with the other ready-to-eat, microwave-able products such as Stouffer’s frozen offerings and Campbell’s Chunky. However, the advertisements will note that Progresso Pronto is sold in a ready-to-heat and eat container, as opposed to the traditional tin can. 
  • Barriers to Competition
    • While there are few options available to adult customers in the wet shelf-stable segment, the Progresso brand brings an element of superb quality and taste that is difficult for other companies (even Campbell’s) to achieve.
  • Concerns/Challenges
    • Cannibalization of existing Progresso soups. Progresso Pronto will have to be differentiated in recipe, serving size and presentation from the existing cans of Progresso soup. Additionally, as noted above, competition from companies such as Campbell’s could come in the form of their soup lines or new “Supper Bakes.”
    • Potential to damage existing Progresso brand equity.
    • The Progresso brand is a strong insulator that will allow General Mills a defense from much of the competition.
oriental express
Oriental Express
  • Concept
    • The dynamic flavors of Oriental Express will take you back to the storied history of the ancient Asian Continent. General Mills brings Asian cuisine to your table in a convenient, ready-to-heat and eat single serving package. You enjoy all of the international flavor that you love with the added convenience of not having to leave your desk or home.
  • Features
    • Through this channel, product offerings will come in a “wet” form such as noodle or rice with vegetables and meat. Also, there could be a small container of crunchy noodles to serve as a topping encased on the top of the package.
    • The offering will come in packaging with a plastic lid for aesthetic purposes that will cover the true “canned” top, which will be removed for the microwave process.
oriental express1
Oriental Express
  • Potential Line Extensions
    • Some of the possible offerings would be the following:
      • Chicken Lo-Mein, Pepper steak and rice, Orange Chicken and noodles, Thai Spring Noodles with Chicken, etc.
      • Complimentary products such as Asian noodles, garnishes and teas.
  • Brand
    • “Oriental Express” will be a new brand. It wouldn’t be appropriate to have this concept fall under the Betty Crocker brand or other existing brand umbrellas. As opposed to leveraging an existing brand, creating the “Oriental Express” brand will be expensive. However, in light of the fast-growing popularity of Asian food, the long-term benefits of developing a new brand can be significant.
oriental express2
Oriental Express
  • Needs Addressed

The primary needs addressed with this product offering are the following:

    • General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of “Bowl Appetit,” GM does not have a lunchtime offering.
    • The idea behind this product allows for General Mills to tap into the “Lunch-time-on-the-go” arena and also to leverage the core competencies of General Mills in a new area.
    • With consumer preferences trending toward Asian food (Chinese, Thai, etc.), General Mills can capitalize on the trend with this new product.
  • Communication
    • The promotion behind Oriental Express will introduce full-flavored, Asian food into the shelf-stable market. The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl.
    • The advertising will differentiate Oriental Express from the already available and popular noodle-based dry products in this category. (e.g. Nissin, Cup-o-Noodles)
    • There is a possibility of co-marketing with the “Iron Chef” television program as a way of tapping into the popularity of this Asian Cooking program. For example, using the “Iron Chef” show to advertise the concept and generate interest
oriental express3
Oriental Express
  • Barriers to Competitors
    • There is little opportunity for GM to quickly erect barriers. The best opportunity exists only if GM can spend substantially to create strong consumer associations between the brand and “quality” Oriental food.
  • Concerns/Challenges
    • We look at this offering to encounter the following barriers:
      • The cost of creating and marketing a new brand instead of marketing under the Betty Crocker name, or Pillsbury name.
      • Encountering brands such as “La Choy” and “Chun King” which already have a head start on GM.
      • Other frozen food product offerings from Healthy Choice, Lean Cuisine, Uncle Ben’s that feature “oriental-style” entrees that, again, have a lead over GM concerning products in the market.
      • Other wet offerings that exist (Chef Boyardee, Campbell’s, etc.)
fiesta ench a lottas
Fiesta Ench-a-lottas
  • Concept –
    • Your kids will love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Paso’s rich enchilada sauce. These single-serve meals bring the flavors of Mexico to your school home with the great taste you’ve come to expect from Old El Paso. Just pop them in the microwave and enjoy your meal.
  • Features –
    • Single-serving ready-to-heat bowls of enchiladas style meals.
    • Bite-sized flour tortilla pockets surrounded by Old El Paso’s popular enchilada sauces.
    • Pockets contain one of three fillings: beef, chicken or cheese.
    • Ench-a-lottas are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover to be used while heating in the microwave.
    • Served in 7.50 oz. bowls to appeal to children or light eaters. (Potential future packaging:15 oz packages for adults seeking full meal.)
fiesta ench a lottas1
Fiesta Ench-a-lottas
  • Potential Line Extensions
    • New flavors can be established to address different consumer segments/needs:

a.  Spicy/ Hot- to appeal to adult customers

b.  Green Chili- rich sweet flavor

c.  Taquitos- similar concept with crunchy taco chips to add after cooking

  • Brand
    • The Old El Paso brand is perfect for launching this new line of Mexican specialty meals. Families love Old El Paso as evidenced by the fact that it is the number one selling brand of Mexican foods. The Ench-a-lotta name will allow GM to enter a childrens’ market, thereby growing the existing customer base to include a whole new group of lifetime customers.
fiesta ench a lottas2
Fiesta Ench-a-lottas
  • Needs Addressed

The primary needs addressed with this product offering are the following:

    • Allows GM to meet growing demand for ethnic flavors in children’s markets
    • Shelf-stable, single-serve products are convenient for storage and quick and easy to prepare.
    • Consumer demand for meat flavors and sustenance in shelf-stable, single-serve products
  • Communication
    • The promotion behind Fiesta Ench-a-lottas will target the childrens’ market with catchy cartoon-based fun advertisements. Additionally, a web-site will be created allowing kids to join (with parental approval) the “Wanna-lotta” kid’s club!
    • The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl.
fiesta ench a lottas3
Fiesta Ench-a-lottas
  •  Barriers to Competition
    • Leveraging the brand of Old El Paso, with the marketing and distribution of General Mills, gives GM an excellent opportunity to create barriers within consumers minds’ similar to those established by ConAgra with the Chef Boyardee offerings.
    • ConAgra does not currently have a strong Mexican brand.
    • Old El Paso’s brand serves as an initial barrier to competitors like ConAgra, with the ability to deliver a wet, shelf-stable offering. Heinz, with the acquisition of Delimex, holds knowledge of Mexican frozen food market and distributes what is considered by some to be a higher-quality product. However, no competitor currently offers a shelf-stable, single-serve Mexican product.  
  • Concerns/Challenges
    • The primary challenge with delivering on market needs and delivering a successful offering will be in effectively selling the quality, flavor and safety of shelf-stable meat products. As noted, Con Agra has been extremely successful with the Chef-Boyardee line of pasta-based wet meat products. A principal goal we have is to educate the customers as to the Fiesta Ench-a-lotta offering as a substitute for current incumbent offerings in the children’s wet shelf-stable category.
pillsbury sheppard s pie
Pillsbury Sheppard’s Pie
  • Concept
    • This delicious stew of premium vegetables and hearty beef is a meal-in-itself. Pillsbury Sheppard’s Pie is great for lunch or dinner. Either way, it is sure to satisfy your hunger. Topped off with a flaky Pillsbury crust just like grandma used to make, our Sheppard’s Pie is sure to be just right when you need a quick, yet wholesome meal.
  • Features
    • Single-serving ready-to-heat bowls of Sheppard’s Pie.
    • Pillsbury Sheppard’s Pies are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover to be used while heating in the microwave.
    • Served in 15 oz packages for adults seeking satisfying lunch or light dinner.
pillsbury sheppard s pie1
Pillsbury Sheppard’s Pie
  • Potential Line Extensions
    • New flavors can be established to address different consumer segments/needs:

a.Spicy – using curry powder to satisfy those seeking variation available in England

b.Chicken and Dumplings – Pillsbury dumplings and chicken within thick gravy

c.Beef Stew – Beef, vegetables, and potatoes sans crust

  • Brand
    • This product will be marketed under the well-established Pillsbury brand name which most American households associate with fine breads and crust brought to them by the Pillsbury. Pillsbury is well known and will help to reduce education costs and reduce customer’s concerns over quality.
pillsbury sheppard s pie2
Pillsbury Sheppard’s Pie
  • Needs Addressed

The primary needs addressed with this product offering are the following:

    • There is a market opportunity for bold, masculine flavors in the shelf-stable, single-serve category. Additionally, there is consumer demand for meat flavors and sustenance in shelf-stable, single-serve products
    • General Mills offers a variety of dry cereals, snack bars, and other packaged goods designed for morning or evening consumption. However, with the exception of “Bowl Appetit,” GM does not have a lunchtime offering- Pillsbury Sheppard’s Pie satisfies that need.
    • The idea behind this product allows for General Mills to tap into the “Lunch-time-on-the-go” arena and also to leverage the core competencies of General Mills in a new area.
  • Communication
    • Focus on “food like grandma made” and Pillsbury dough boy.
    • Pillsbury Sheppard’s Pie will be communicated to males looking for easy meals to prepare. A satisfying meal with meat, potatoes, and crust will be stressed to garner interest.
pillsbury sheppard s pie3
Pillsbury Sheppard’s Pie
  • Barriers to Competition
    • Pillsbury brand serves as an initial barrier to competitors like Campbell’s Soups and Dinty Moore stews. Additionally, the Pillsbury name has the ability to lend appeal to a ready-to-bake bread-based offering.
    • Neither Campbell’s or Dinty Moore have a brand able to provide fresh crust- a fact that helps to differentiate our Sheppard’s Pie.
  • Concerns/Challenges
    • A primary challenge will be introducing Sheppard’s Pie into the shelf-stable category. Customers may have concern for how shelf-stable the product is with its high number of ingredients.
    • The challenge with the product is to clearly show how it is different from soups on the market as well beef stews already available.
    • A key will be to produce a crust that will bake in the microwave in a short amount of time.
betty crocker silver servings
Betty Crocker Silver Servings
  • Concept
    • Betty Crocker’s Silver Servings bring healthy options to the table! Silver Servings are great tasting meals with both the convenience seniors demand and the dietary ingredients their doctors’ recommend. Betty Crocker’s Silver Servings are the wholesome meals that seniors are accustomed to brought to you by the brand that has earned your trust over the last 75 years.
  • Features
    • Silver Serving meals will be packaged in small 7.5oz. personal portions that will be just the right amount for a senior meal. Additionally, Silver Servings will be introduced in accordance with the FDA’s stated senior health issues in mind. We will offer the following three attributes:
      • Low fat, low cholesterol (for hearth disease)
      • Low Sodium (for high blood pressure)
      • Balanced meal (with calcium, iron, protein, etc.)
    • Traditional, non-spicy flavors such as Chicken Noodle Casserole and Hearty Beef Stew will be featured.
betty crocker silver servings1
Betty Crocker Silver Servings
  • Potential Line Extensions
    • A franchise line of Betty Crocker Silver Servings might include breakfast meals, snacks and a greater variety of flavors, including the possibility of popular specialties from the past 50 years of American cuisine.
  • Brand
    • The Betty Crocker label is the perfect brand to reach the aging baby boomers. The brand’s popularity was founded in the post-war era when many of today’s seniors were highly impressionable youngsters. Additionally, today’s seniors were the foundation of the success of the Betty Crocker Cookbooks and, as noted on the Betty Crocker website, the cookbook is “now in its 9th edition (and) has sold more than 30 million copies, making it one of the all-time best-selling cookbooks in the world.”[1]

[1] Betty Crocker Website, http://www.bettycrocker.com/meetbetty/mb_tsob2.asp

betty crocker silver servings2
Betty Crocker Silver Servings
  • Needs Addressed

The primary needs addressed with this product offering are the following:

      • The diet-specific needs of the aging Baby Boomer generation
      • Mealtime convenience desired by senior citizens
      • Small portions preferred by seniors
  • Communication
    • The promotional campaign will be twofold.
      • It will include a “push” marketing campaign celebrating the joint product development of recipes and ingredients with a respected gerontological program such as The Gerontology Institute and the American Association of Retired People (AARP.) The push strategy would be to speak with physicians to have them recommend Silver Servings as a healthy option for their aging patients.
      •  Additionally, there will be a “pull” marketing campaign through traditional media outlets. The traditional media will target both the “younger” seniors who are responsible for their own meal purchases as well as the middle-aged children who make many of the meal decisions for senior parents. Both of these campaigns will feature the taste, health and convenience of Betty Crocker Senior Servings.
betty crocker silver servings3
Betty Crocker Silver Servings
  • Barriers to Competition
    • The strength of the Betty Crocker name with seniors will be of great benefit when protecting our market. It is difficult to imagine any of the heritage brands being as strong with this demographic.
  • Concerns/Challenges
    • Competition could come from other single serve lines already in the shelf-stable market. Of particular note is the Healthy Choice line of products. While there is substantial competition, the Betty Crocker name will be a major foundation in growing the Silver Servings franchise and serve as a powerful force in developing a loyal following.
    • Some consumer research has shown that cost is the primary driver when seniors are making meal choices. If the research proves accurate, this price-sensitivity could put undue profit pressure on the Silver Servings line.
betty crocker single bakes
Betty Crocker Single Bakes
  • Concept
    • Now it’s easier than ever to enjoy fresh-baked Betty Crocker cakes. Betty Crocker introduces Single Bakes – quick bake treats that offer you a wholesome reward with minimum effort. Just pop a cake in the microwave, watch it rise, then spread on Betty Crocker’s delicious icying or spread. It’s just like made from scratch – but its ready whenever and wherever you are!
  • Features
    • Cakes are sold in three-packs. Each cake package contains a sealed cover containing Betty Crocker icing or spread and a plastic spread utensil.
    • Cakes are moist and fresh tasting upon microwaving.
    • Flavors include chocolate cake or yellow cake (each with chocolate icing), strawberry, coffee, German chocolate and more.
betty crocker single bakes1
Betty Crocker Single Bakes
  • Potential Line Extensions
    • Extensions are possible to cookies, cinnamon rolls and more, but such extensions likely will take place under the Pillsbury brand. Thus, extension opportunities take place more from a market and packaging knowledge standpoint.
  • Brand
    • The Betty Crocker brand is the natural home for this concept. The existing brand will keep product introduction costs to a minimum and provide a natural advertising platform.
betty crocker single bakes2
Betty Crocker Single Bakes
  • Consumer Needs and Positioning
    • This product is expected to address the need for:

a. A wholesome reward for “all the hard work that women do”

b. Consumer demand for tasty snack food with less guilt  

  • Communication
    • Focus on rewarding women for their hard work. The quality of the product will allow overcome the communication to women, thus allowing for male consumption as well.
    • The offering will offer convenience to consumers. As an alternative to actually baking the product, a buyer can pick up a package of pre-prepared cakes for consumption at home, at the office or on the go.
betty crocker single bakes3
Betty Crocker Single Bakes
  • Barriers to Competition
    • Betty Crocker is a strong brand that resonates with consumers. The brand equity in baked dessert goods will allow General Mills to create a perceived value proposition that is difficult for competitors to replicate.
  • Concerns/Challenges
    • Primary concern lies in delivering a product that delivers what consumers expect from Betty Crocker (at the time of consumption).
      • Must create processes and packaging to gaurantee freshness at the time of consumption.
      • Must also educate consumers to avoid storing, transporting or preparing the product in a manner which could reduce quality.
consumer concept evaluation progresso pronto
Consumer Concept EvaluationProgresso Pronto

Relatively positive consumer responses, though not perceived as being very unique

Scoring: 1=worst to 5=best

consumer concept evaluation oriental express
Consumer Concept EvaluationOriental Express

Relatively low consumer scores overall. Responses indicate product, however, is somewhat unique

Scoring: 1=worst to 5=best

consumer concept evaluation fiesta ench a lottas
Consumer Concept EvaluationFiesta Ench-a-lottas

Product very well. Consumer’s value score particularly positive for kids-oriented offering.

Scoring: 1=worst to 5=best

consumer concept evaluation pillsbury shepherd s pie
Consumer Concept EvaluationPillsbury Shepherd’s Pie

Low consumer scores.

Scoring: 1=worst to 5=best

consumer concept evaluation betty crocker silver servings
Consumer Concept EvaluationBetty Crocker Silver Servings

Scoring: 1=worst to 5=best

Consumer scores are relatively low

NOTE: Concept should be retained for further consumer testing. Initial tests did not contain reasonable representation from target consumer group.

consumer concept evaluation betty crocker single bakes
Consumer Concept EvaluationBetty Crocker Single Bakes

Scores are relatively strong. Believe sample uniqueness scores do not accurately represent differential quality from competition

Scoring: 1=worst to 5=best

concept evaluation metric filter
Concept EvaluationMetric Filter
  • Metrics Utilized For Concept Evaluation
  • Three Dimensions (Axes) On (1 – 5 Scale)
    • Asset Compatibility
      • Brand
      • Distribution Capabilities
      • Production Capability
    • Profitability
      • Sustained Revenues
      • Barriers To Entry
      • Growth Potential
      • Market Share
    • Unserved Needs / Gap Analysis
      • Current Company Portfolio
      • Competitive Portfolio
      • Demographic Trends
      • Psychographic Trends

Profitability

Gap Analysis

Asset

concept evaluation metric filter1
Concept EvaluationMetric Filter
  • Weighting of Three Attribute Dimensions
  • Weighting of attributes determined
  • by level of uncertainty
    • Meeting un-served needs and determining brand fit is more certain (in terms of success) than profitability
    • All attributes critical to success of
    • product launch

25%

Profit

35%

Asset

Compatibility

40%

Unserved Needs

concept evaluation metric filter asset compatibility
Concept EvaluationMetric Filter – Asset Compatibility

Scoring: 1=worst to 6=best

(Forced Rankings)

Fiesta Ench-a-lottas and Betty Crocker Single Bakes leverage existing General Mills assets

concept evaluation metric filter gap analysis
Concept EvaluationMetric Filter – Gap Analysis

Scoring: 1=worst to 6=best

(Forced Rankings)

Betty Crocker Single Bakes best capitalizes on an unserved market need.

concept evaluation metric filter profitability
Concept EvaluationMetric Filter – Profitability

Scoring: 1=worst to 6=best

(Forced Rankings)

Betty Crocker Single Bakes are a premium offering and holds the greatest profit potential. We anticipate Fiesta Ench-a-lottas will generate high profits due to its high pricer per ounce ratio.

concept evaluation results
Concept EvaluationResults
  • Selected Concepts

Fiesta Ench-a-lottas

Betty Crocker Single Bakes

supporting research mexican food kid consumption
Supporting ResearchMexican Food – Kid Consumption
  • Kids 10 to 13 – “tweens” – favor four ethnic varieties over American cuisine 1
  • Heinz acquired Delimex Foods in August, 2001, to target school lunch market
    • Weaker brand name than Old El Paso
  • Chinese
  • Mexican
  • Japanese
  • Italian
  • American

Source: 2001 Tweens in America Report, Wharf Research and Center for Culinary Development, November 6, 2001

supporting research cakes consumption
Supporting ResearchCakes Consumption
  • Recognized trend in UK toward snack market
  • Cakes meet consumers needs for lighter and more wholesome sweet snacks (relative to most confections)

Opportunity to leverage Betty Crocker brand is growing in snacks

Source: “Cakes: Out of the tin and into a lunchbox”, Grocer, p. 53, October 27, 2001

product positioning methodology
Product PositioningMethodology

Placement

Packaging

The product positioning was based on the five critical factors: Product Placement, Packaging, Marketing, Consumer Attributes, and Price.

Price

Mktg.

Consumer

product positioning fiesta ench a lottas

Placement

Packaging

Price

Mktg.

Segment

Product PositioningFiesta Ench-a-lottas

Ench-a-lotta’s packaging is similar to Chef Boyardee’s. It will be microwave- ready after the metal pop-top is removed.

Old El Paso branding will be prominently displayed to leverage the significant brand equity already enjoyed in the Mexican food category.

Ench-a-lotta’s will be offered in a 7.5 oz size.

Ench-a-lotta’s are targeted at children and teens. The product will be placed in the supermarket where microwave-ready kid’s single-serving segments are found.

Competitors include: Chef Boyardee, Kid’s Kitchen, Ragu Express

The marketing campaign for Ench-a-lottas will use Old El Paso’s established brand equity.

Advertising through print will communicate the authentic Mexican flavor as well as the ease of preparation. Ench-a-lottas will be shown as fun and tasty way to eat lunch at home or at school.

Ench-a-lottas will be priced competitively with single serving Chef Boyardee offerings, at $1.29 for a 7.5 oz. container.

The target market segment for Ench-a-lottas will be children from the age of 5 to 15. Research and surveys show that Mexican food is popular with kids.

product positioning betty crocker single bakes

Placement

Packaging

Price

Mktg.

Segment

Product PositioningBetty Crocker Single Bakes

Betty Crocker Single Bakes will be offered in 3 packs. The product will contain a topping, a utensil and a single serving cake. It will be microwave ready after the top is taken off, and the plastic cover for the bowl is pulled back.

The Betty Crocker branding will be prominently displayed to leverage it’s significant brand equity.

Betty Crocker Single Bakes will be placed in the snack aisle in the supermarket. Competitors include: Sara Lee, Hostess, Otis Spunkemeyer

Betty’s Single Bakes will be priced competitively with snack alternatives such as candy bars. The suggested price point is $2.69 for the 3 pack offering.

The marketing campaign for Single Bakes will emphasize the wholesome quality and flavor of the Betty Crocker products. Single Bakes will provide the tastiness of Betty’s best offerings with the ease and convenience of a prepared food.

The target market for Betty Crocker’s Single Bakes is working women who are looking for a better solution than a candy bar between meals. Market research has shown that this segment is seeking an alternative to “junk food” for snacking.

sales projection methodology summary view
Sales Projection MethodologySummary View

External Factors

Identification and analysis of comparable launches

Review of existing markets and market shares

Annual Projections

Year 1

Year 2

Year 3

Year 2

Year 3

Anticipation of competitor and market dynamics

Internal Factors

Evaluation of GM marketing and distribution

slide83

Sales Projections

Fiesta Ench-a-lottas

sales projections fiesta ench a lottas detailed view

Price

Brand Strength

Revenues

Relative Product Type

Sales Projections Fiesta Ench-a-lottas – Detailed View

Identification

of Potential

Buyer Segments

Identification

Of Direct

Competitors

(Market Analysis)

Market

Influencers

Revenues

(Units & Pricing)

Competitors

  • EZ Macaroni
  • Kids Chef Boyardee
    • Ravioli
    • Spaghetti
  • Lunchables

Total Potential

Buyers

  • Households with Kids (5 – 15)
  • Lunch Items (not exclusive)
  • Mexican Food Consumers
  • Larger Portions Repositioned For Men

Distribution Power

Competitor and Market Dynamics

“Correction Factors”

sales projections fiesta ench a lottas sales year 1

$1.29

24,300,000

675,000 HH

$31,347,330

7.5%

9,000,000 HH

24,300,000 Bought

Sales Projections Fiesta Ench-a-lottas – Sales (Year 1)

Buyer

Segments

Market Share

Analysis

Purchase

Calculation

Revenue

(Year 1)

BASE SEGMENT

MARKET SHARE

Kids: 40,000,000

Kid Households: 20,000,000

EZ Macaroni: 10 %

Lunchables: 55%

Chef Boyardee: 15%

Spaghettio’s: 5%

X

CONSUMPTION (monthly)

Percentage of Homes Who Buy “Mexican”

(6 month time-frame)

45%

OLD EL PASO

Repeat+ Repeat Single

(0.34) (0.34) (0.34)

4+ 2 – 4 0 - 2

17% Market Share of All Mexican Foods

Distribution Power

MARKET SIZES

TOTAL SEGMENT

(0.45) x (20,000,000)

$ 50,000,000 - $150,000,000

3 Per Household / Month

Source: “Meat & prepared meals report, Mediamark Research Inc., 1994

“Meat & prepared meals report, Mediamark Research Inc., 1997

sales projections fiesta ench a lottas sales year 2 and year 3

Year 2

$34,000,000

Year 3

$35,000,000

2.6 – 3.4 Purchases

4% - 10%

9,000,000 HH

7.5%

Sales Projections Fiesta Ench-a-lottas – Sales (Year 2 and Year 3)

Buyer

Segments

Growth

Market Share

Growth

(Responses)

Purchase

Calculation

(Sensitivity)

Revenue

Growth

675,000 HH

Growth (Year 2): 1.03 – 1.10

Growth (Year 3): 1.03 – 1.10

CONSUMPTION (monthly)

  • Growing Ethnic Influence
  • Growing Cultural Influence
  • Population Growth

Repeat+ Repeat Single

(0.20 – 0.40) (0.20–0.40) (0.20–0.40)

4+ 2 – 4 0 - 2

  • Growth in Market (No response)
  • Growth in Market (New Segment)
  • Market Contraction (Price War)
  • Market Contraction (Product Into)

Distribution Power

Source: “Meat & prepared meals report, Mediamark Research Inc., 1994

“Meat & prepared meals report, Mediamark Research Inc., 1997

sales projections fiesta ench a lottas sensitivity analysis

Expected Case – Baseline Projection (mean – 50th percentile – projected sales)

Market Contraction Case – Pessimistic Growth Projection (20th percentile projection)

Growth Case – Optimistic Growth Projection (80th percentile projection)

Sales Projections Fiesta Ench-a-lottas – Sensitivity Analysis

Sales Projections – Sensitivity Analysis (Monte Carlo Simulation)

Sales (Thousands)

80%

80%

50%

50%

Baseline

20%

20%

20%

Year 1 Year 2 Year 3

slide88

Sales Projections

Betty Crocker Single Bakes

sales projections betty crocker single bakes detailed view

Price

Brand Strength

Revenues

Relative Product Type

Distribution Power

Sales Projections Betty Crocker Single Bakes – Detailed View

Identification

of Potential

Buyer Segments

Identification

Of Direct

Competitors

(Market Analysis)

Market

Influencers

Revenues

(Units & Pricing)

Competitors

  • Candy
  • Pretzels
  • Chips
  • Vending Machine Fare
  • Popcorn

Total Potential

Buyers

  • Working Women
  • Lunches
  • Dinner Snacks

Competitor and Market Dynamics

“Correction Factors”

Source: “Meat & prepared meals report, Mediamark Research Inc., 1994

“Meat & prepared meals report, Mediamark Research Inc., 1997

sales projections betty crocker single bakes sales year 1

$ 0.90

$17,652,330

19,613,700 Bought

1%

44,175,000 HH

Sales Projections Betty Crocker Single Bakes – Sales (Year 1)

Buyer

Segments

Market Share

Analysis

Purchase

Calculation

Revenue

(Year 1)

BASE SEGMENT

MARKET SHARE

441,750 HH

19,613,700

Nothing: 25 %

Candy: 40%

Pretzels: 8%

Chips: 7%

Popcorn: 5%

Workforce: 190,000,000

% Workforce (Women): 88,350,000

X

CONSUMPTION (monthly)

Bring Lunch From Home

Average: 50%

Repeat+ Repeat Single

(0.50) (0.35) (0.15)

4+ 2 – 4 0 - 2

Distribution Power

TOTAL SEGMENT

(0.50) x (88,350,000)

3.70 Per Household / Month

sales projections betty crocker single bakes sales year 2 3

Year 2

$25,000,000

Year 3

$35,000,000

1% - 3%

1.55 – 4.00 Purchases

44,175,000 HH

1%

Sales Projections Betty Crocker Single Bakes–Sales (Year 2-3)

Buyer

Segments

Growth

Market Share

Growth - Response

Purchase

Calculation

(Sensitivity)

Revenue

Growth

441,175 HH

Growth (Year 2): 1.00 – 1.20

Growth (Year 3): 1.00 – 1.20

CONSUMPTION (monthly)

  • Growing Women Workforce
  • Use as Dinner Dessert

Repeat+ Repeat Single

(0.20–0.55) (0.15–0.35) (0.10–0.20)

4+ 2 – 4 0 - 2

  • Growth in Market (No response)
  • Market Contraction (Product Into)

Distribution Power

sales projections single bakes sensitivity analysis

Baseline

Expected Case – Baseline Projection (mean – 50th percentile – projected sales)

Market Contraction Case – Pessimistic Growth Projection (20th percentile projection)

Growth Case – Optimistic Growth Projection (80th percentile projection)

Sales Projections Single Bakes – Sensitivity Analysis

Sales Projections – Sensitivity Analysis (Monte Carlo Simulation)

Sales (Thousands)

80%

50%

50%

80%

50%

20%

20%

Year 1 Year 2 Year 3

next steps concept confirmation
Next StepsConcept Confirmation

Technical Feasibility Review

Remaining steps required prior to national product launches

BASES Phase I – Concept Testing

Prototype Development

BASES Phase II –In-Home Product Testing

Test Market

restaurants
Restaurants

Competitive trends associated with this industry are as follows:

1. Trend towards “quality” fast food chains.

2. Disparity in eating “out” within in gender.

3. Ethnicity becoming a strong influence in restaurant industry.

4. Income also a factor concerning restaurant dining.

  • 1) Future of fast-food: Becoming more “upscale”.1
    • Boston Market: “take the meal home” concept
    • “Meal solutions”: ready-to-eat meals at restaurants or groceries
    • 51% of meals bought at restaurant taken home (of which, 2.1% come from “fine restaurants”.
  • 2) Men more likely to eat at a restaurant versus women.2
    • (men = 4.6 meals “out”per week, women = 3.8 meals per week).
    • Additionally, men = 22% of all meals “eaten out”, vs. 18% for women.
    • Women consume 14.8 “privately-prepared” meals per week vs. men at 13.9 meals
restaurants1
Restaurants
  • 3) Ethnicity playing large role in restaurant trends.3
    • More preferences and locations for “ethnic-themed” restaurants, especially among “urban-professionals” and “internationals”.
    • Most popular ethnic offerings:
      • Thai
      • Japanese
      • South American
      • Caribbean
  • Minority groups tend to spend more on food away from home.3
      • Hispanic adults lead all minorities in lunch and dinner (37% vs. 33% for African-Americans and Asians).
      • Additionally, tend to order out more.
      • Hispanic and African American females are more often “on-premises” patrons than their male counterparts.
  • 4) Influence of Income.3
    • Individuals with higher household income tend to dine out more.
      • Managerial and professional occupation households posted the highest per capita and average total spending away from home ($3,003 and $1,112, respectively).
      • Consumers with household income of $75K or more eat an average of 4.9 meals commercially prepared vs. 3.2 for incomes of $15K or less.
consumer survey
Consumer Survey

The following slides contain survey questions posed to consumers. This is a portion of the line of questioning we followed to understand consumer perceptions of existing and conceptual products

oriental express4
Oriental Express

Product:

  • The idea behind this product allows for General Mills to tap into the “Lunch-time-on-the-go” arena. This product offering will come in a “wet” form such as noodle or rice with vegetables and a meat. Also, there could be a section of dry noodles to serve as a topping encased on the top of the package. The offering will also come in packaging that has a plastic lid for aesthetic purposes that will be removed for the microwave process. Flavors would include Chicken Lo-Mein, Pepper steak and rice, Orange Chicken and noodles. This item will come in 12 oz packaging and will retail for $4.17.

Evaluation:

Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high

_____ Price

_____ Taste

_____ Unique

_____ Purchase Intent

_____ Value

fiesta ench a lottas4
Fiesta Ench-a-lottas

Product:

  • Old El Paso, the world’s favorite brand of Mexican food, has been delivering the great tastes of Mexico to your home since 1917. Now their letting you enjoy a Mexican meal wherever you go with Fiesta Ench-a-lottas. You’ll love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Paso’s rich enchilada sauce. These single-serve Mexican meals satisfy your hunger at work, at school or at home with the great taste you’ve come to expect from Old El Paso. Just pop them in the microwave and savor the flavor. Flavors include beef, chicken or cheese. Ench-a-lottas are packaged in a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover for microwaving. Served in 7.50 oz (for children or light eaters) or 7.5 oz packages (for adults seeking full meal). The retail price will be $1.29.

Evaluation:

Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high

_____ Price

_____ Taste

_____ Unique

_____ Purchase Intent

_____ Value

betty s shepherd s pie
Betty’s Shepherd’s Pie

Product:

  • The Pillsbury Dough Boy has just gotten back from holiday in jolly’ole England and has decided to share with his friends in America the Old World delicacy known as Shepherd’s Pie. This delicious meal-in-itself goes great for lunch or dinner, either way, it is sure to satisfy you hunger. It is loaded with vegetables, meat, and potatoes, but most importantly, it is topped off with a fresh Pillsbury crust just like grandma made when you were little. Just pop them in the microwave and savor the flavor. Each single-serving bowl contains either beef or chicken. Other flavors include chicken and dumplings and beef stew. The package consists of a plastic bowl with a vacuum-sealed pull-top lid and a plastic cover for microwaving. Served in 8oz packages for adult seeking a satisfying lunch or light dinner. The retail price is $2.16.

Evaluation:

Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high

_____ Price

_____ Taste

_____ Unique

_____ Purchase Intent

_____ Value

betty crocker silver servings4
Betty Crocker Silver Servings

Product:

  • One recent study reported “Many older people, because of chronic medical problems, may require special diets: for example, a low-fat, low-cholesterol diet for heart disease, a low-sodium diet for high blood pressure, or a low-calorie diet for weight reduction. Special diets often require extra effort, but older people often settle for foods that are quick and easy to prepare, such as frozen dinners, canned foods, lunch meats, and others that may provide too many calories, or contain too much fat and sodium for their needs.” Thus, Betty Crocker’s Silver Servings will bring healthy and wholesome staple meals that seniors are accustomed to such as Chicken Noodle Casserole and Hearty Beef Stew. Four lines will be offered: Healthy Low fat, low cholesterol (for hearth disease), Healthy Low Sodium (for high blood pressure), and Healthy Low Calorie (for weight reduction). Served in 10 oz packages for $3.33.

Evaluation:

Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high

_____ Price

_____ Taste

_____ Unique

_____ Purchase Intent

_____ Value

betty crocker single bakes4
Betty Crocker Single Bakes

Product:

  • “Nobody knows baking like Betty Crocker because for over 75 years, she has delivered trusted advice and quality products to millions of people, making life easier and ever more delicious.” Betty is now preparing some of her most popular pastries for you so that you can enjoy wonderful cakes, brownies and muffins even when you don’t have time to bake them from scratch. The single serving treats will be exactly what you need to get you from meal to meal during a busy day, or they can fill that craving for high quality, rich taste you have late at night. Heat these fresh quick-bake snacks in the microwave and add the pre-made frosting for a fast and tasty snack. Flavors include cinnamon roll, brownie, strudel, chocolate cake, German chocolate cake, lemon cake, vanilla cake and angel food cake. Served in 6 oz packages that retail for $0.99.

Evaluation:

Please rank this concept on a scale of 1 to 5. 1 = very low thru 5 = very high

_____ Price

_____ Taste

_____ Unique

_____ Purchase Intent

_____ Value

general survey
General Survey
  • How would you describe your average work day?

2. What goes through your mind when you decide to eat away from work/school?

3. How would you describe your eating…

    • Frequency:
    • Portions:
    • Type of food:
general survey1
General Survey

4. Where are you usually when you eat…

  • Lunch?:
  • Dinner?:

5. What kind of words come to mind with …

  • Lunch?:
  • Dinner?:

6. Why do (or don’t) you take lunch to work?

7. What type of food do you take to work for lunch (if you take your lunch?).