General Mills: New Product Introduction Marketing Plan

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
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 threeyear sales period
Process Outline
Phase I Phase II Phase III Phase IV
Gap Analysis Concept Gap Creation Analysis
Concept Concept Creation Evaluation and Evaluation
Positioning Positioning
Sales Projections
Successful Product Launch
New Segments Existing Concepts Attribute Importance New Market Space Gap Analysis
Brainstorming Concept Selection Psychographics Asset Compatibility Gap Analysis Profitability
Consumer Feedback Consumer Focus Packaging Price
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Marketing
Potential Buyers Market Analysis Market Influencers Purchase Estimation
Revenue Projection
Macroeconomic Trends
Macroeconomic Data
U.S. Age Demographics
Average age of population is increasing
Over 65 group grew by 14.7M people from 1990 to 1999
100000
Population (000s)
80000 60000 40000 20000 0 Under 5 5 to 19 20 to 34 35 to 54 54 to 65 Over 65 1990 1999
Kids and the baby boomer generation form two of the fastest growing segments.
Source: 2000 Census Bureau Report
U.S. Ethnic Demographics
Hispanic and Asian-American ethnic groups have the highest growth rates in the nation
Population (Million)
Total Pop: 270M

35 30 25
Hispanic
Hispanic: 34.5% Asian-American: 35.9%
20 15 10 5 0 1990 1995 2000

AsianAmerican
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
Asian-American and Hispanic foods represent a fast growing segment due to both population and cultural influence
U.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
30
Single Person HH (Millions)
Dual Income HH (Millions)
Total U.S. HH: 105M
35 30 25 20 15 10 5 0 1985 1990 1995 1999 1986 1990 1995 2000
25 20 15 10 5 0
Asian-American and Hispanic foods are a growing segment due to both population and cultural influence
U.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.)
1.
www.cnn.com/2000/food; January 1, 2000 On your plate,: top food issues for your meals.
2.
http://www.opta-food.com/trends/3tds-ptctpt.html
Summary
Statistical Trends and Observations Takeaways
Dual income and single person households are increasing and now account for 2/3 of all U.S. households Hispanics and Asian-Americans are the fastest growing segment of the U.S. and now account for 15% of the total population The average age of the population is increasing (baby boomers). The kid segment is also one of the fastest growing. Women now account for 46.5% of the workforce and is increasing
There are fewer households who have a dedicated family member for meal preparation Opportunities exist in the fastest growing ethnic segments There is a potential need for products which target specific food attributes of the baby boomers and kids An opportunity may exist for lunch meals which target working women.
Microeconomic Data
Microeconomic Data
U.S. Food Expenditure Trends
U.S. consumers are spending less of their disposable income on food during the late 1990s 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
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
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
70 60
Preparation Time
60
50 40 30 20 10 0 1985 2000 2005 2030 30 15 7.5
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
Surveys indicate the top four food attributes for making a purchase are taste, nutrition, product safety, and price.
Very Important Taste Somewhat Important
89%
8%
Nutrition
Product Safety Price Storability
71
71 69 46
25
20 27 38
These attributes serve as potential drivers for consumer purchase behavior

Source: Nutrition, Food Marketing Institute, 2000
Microeconomic Data
U.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 dont make their purchase decisions based on this attribute
Source: Nutrition, Food Marketing Institute, 2000
Microeconomic Data
U.S. Food Consumption - Snacks
A significant percentage of Americans snack:
100 90 80 70 60 50 40 30 20 10 0
93%
50% 40%
Four or more times per day
Two or more times per day
Regularly
Snack food sales continue to grow. Sales topped $30 billion in 1999 1
Source: Whats in Store, International Dairy Deli Bakery Association, September, 1998 1 Press Release, Snack Food Association, July 19, 2000 (most recent available data)
Microeconomic Data
Nutraceutical 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
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
Lunch convenience Health attributes for meals can be subtle. Taste is a true driver for food consumption Snacks represents a robust and growing segment of the market
Time spent for lunch (and other meals) has become increasingly short Nutrition is identified by consumers as an important food attribute, but has less impact in their actual purchasing decision Snacks food sales are growing a represent a significant portion of a typical consumers consumption
Consumer Needs Analysis
Psychographics
Response Average Work Day? Thoughts Meal Freq
1 Constant mtgs and computer work Nice to get away 2X
Survey Output
Meal Size Food Type Eat Where? Description Take Lunch?
Med Lg
Starch w/meat & sauce
L: work D: home
L: quick, easy, hot D: quickest to make
Yes Cheaper; Take starch w/meat & sauce
Sporadic work
Eat something healthly and filling
3x
Med
Healthy & Filling
L: work D: home/out
L: salad D: chicken
No Company caf is cheaper
High stress, very busy
Quick w/no hassle
3x
Large
Rice, Noodles, Pasta. No meat.
L: desk D: dining room table
L: rushed D: relaxing, alone
Yes Cheaper; Take white rice, leftover pasta, salads

Dont Takes too long to prepare Not usually because workplace has a cafeteria No almost always go to a drive through
Busy
Quickest
4-6x
Small
Chicken breasts, fruits turkey, vegetables Sandwich or Hot Cafeteria Meal & Snacks in between Fast Foods on the road, Hearty meal at home
L: home D: home
L: speed D: speed L: relaxed D: fast preparation with good taste L: speed D: full courses, meat & veggie
Constant work at Desk
Break from sitting at computer Get me on to the next appointment
3x
Med
L: cafeteria D: home L: work D: usually home
On the road, Sales calls all day
4x
Small
Consumer Needs Analysis

Moment-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.
Current Portfolio Analysis
General Mills Portfolio

Evaluation Process
Portfolio Overview
High-level product/brand mapping
Needs Analysis
Brand Review
Approach
Refined mapping of purchase drivers
Categorize offerings under existing brands
Takeaway
Determine focus opportunities
Understanding of gaps
Identify opportunities to further leverage brands
Portfolio Overview
Core Demographics and Dayparts Served
Adults
Nature Valley Bowl Appetit Bugles BacOs Chex Mix Progresso Lloyds BBQ Old El Paso Green Giant Pillsbury B.C. dessert mixes B.C. Helpers Ginos/Totinos Haagen Dazs
Yoplait
RTE Cereals
Pillsbury
Pop Secret
Morning
Noon
Night
Family
Fruit Snacks Dunkaroos Squeezits Go-Gurt
Time of day and lifestage factors, while not drivers, help isolate drivers
Kids
UNDERSERVED
Lunch hour generally underserved by existing offerings
Needs Analysis
Taste, Flavors and Nutrition *
BacOs Chex Mix
For the senses (taste)

Haagen Dazs Bowl Appetit Lloyds BBQ
B.C. dessert Bugles Dunkaroos mixes

Squeezits Pop Secret Pillsbury Fruit Snacks
Ginos/Totinos
Old El Paso
RTE Cereals
Standard
B.C. Helpers Progresso
Ethnic
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
General Occasions
Brand Betty Crocker Consumer Meanings Quality, baking and cooking, wholesome Easy, quality, baking Vegetables, convenient Mexican, quality Indulgent, ice cream Premium, soup Breakfast, variety of messages Ready-made meals Attempting use with Bowl Appetit Meal Ingred. or Accompaniment Existing offerings OPPORTUNITY Existing offerings Existing offerings Existing offerings Not clear fit Not clear fit Not clear fit Ready-made Snacks
Pillsbury Green Giant Old El Paso Haagen Dazs Progresso Big G and subbrands
OPPORTUNITY Existing offerings
OPPORTUNITY Not clear fit
OPPORTUNITY Not clear fit Existing offerings Existing offerings
OPPORTUNITY Existing offerings Not clear fit
OPPORTUNITY
Numerous opportunities to leverage powerful brand names in various formats
Competitive Analysis
Brands
28
Consideration Set
Broad Options
Consumers meal consideration sets include traditional restaurants and fast food outlets.
ShelfStable
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.
Consideration sets allow marketers to analyze competitive options and segment consumers based on purchase behaviors
29
Grocery Store Competitor Characteristics
Cup o Noodles Top Ramen Limited Variety
Dry Shelf-Stable
Its Pasta Anytime Kids Kitchen Ragu Express
} } }
Water Based Less Expensive Limited Kids Options Largely Soups and Italian Dishes More Kids Options Large Variety Oil Based Better Tasting Targets Dinner More Expensive
Wet Shelf-Stable
Uncle Bens Rice Bowls Marie Callendar Lean Cuisine
Frozen
Products launched in the grocery store require positioning against the specific attributes of its competitive consideration set
30
Lunch, Dinner and Snack Offerings
Michelinas Stouffers Snacks Marie Callenders Bowls EZ Mac Swanson Michelinas Kids Kitchen Its Pasta Anytime Ragu Express Chef Boyardee Cup Noodles Top Ramen Smart Ones Bowls Lean Cuisine Healthly Choice Bowl Creations Uncle Bens Rice & Noodle Bowls
For the senses (taste)
Standard
Ethnic
For the body (nutrition)
Very few ethnic products; Very few premium snack products

* Critical drivers when holding price and convenience constant
Summary Statistical Trends
Few ethnic offerings available: Chinese, Indian, Mexican, Thai Many competitors already offer shelfstable Italian products
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
Minimal single-serve, quick-bake products available as shelf-stable
Few products targeted towards children and men in shelf-stable category
Shelf-stable products geared towards men and children is an under developed segment; large growth potential
Concept Creation
Concept Creation
Methodology
Unbiased Brainstorming Driven By Collected Data Filtered Concepts Winning Winning Concepts 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, roomtemperature meals
Concepts:
Progresso Pronto Silver Servings Fiesta Ench-a-lottas Betty Crocker Single Bakes Pillsbury Shepherds Pie Oriental Express
Logic Filter
Metric Filter
Betty Crocker Single Bakes Fiesta Ench-alottas
Logic and detailed analytics used to filter concepts in timely fashion
Concept Creation
Concept Ideas
Progresso Pronto Oriental Express
Fiesta Ench-a-lottas
Pillsbury Shepherds Pie Betty Crockers Silver Servings Betty Crocker Single Bakes
Progresso Pronto
Concept
You have enjoyed Progresso Italian soups for years. Now, in addition to the worlds 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 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 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-thego 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 childrens market. (e.g. Chef-Boyardee)
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 Stouffers frozen offerings and Campbells 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 Campbells) 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 Campbells 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
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 Express
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 wouldnt 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 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-thego 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 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 Bens that feature oriental-style entrees that, again, have a lead over GM concerning products in the market. Other wet offerings that exist (Chef Boyardee, Campbells, etc.)
Concept
Your kids will love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Pasos rich enchilada sauce. These single-serve meals bring the flavors of Mexico to your school home with the great taste youve 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 Pasos 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.)
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.
Needs Addressed
The primary needs addressed with this product offering are the following: Allows GM to meet growing demand for ethnic flavors in childrens 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 kids club! The advertising will show how the individual servings are a meal in a microwave-able, ready-to-heat bowl.
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 Pasos 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 childrens wet shelf-stable category.
Pillsbury Sheppards Pie

Concept
This delicious stew of premium vegetables and hearty beef is a meal-in-itself. Pillsbury Sheppards 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 Sheppards Pie is sure to be just right when you need a quick, yet wholesome meal.
Features
Single-serving ready-to-heat bowls of Sheppards Pie. Pillsbury Sheppards 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.

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 customers concerns over quality.

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 Sheppards Pie satisfies that need. The idea behind this product allows for General Mills to tap into the Lunch-time-on-thego 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 Sheppards 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 brand serves as an initial barrier to competitors like Campbells Soups and Dinty Moore stews. Additionally, the Pillsbury name has the ability to lend appeal to a ready-to-bake bread-based offering. Neither Campbells or Dinty Moore have a brand able to provide fresh crust- a fact that helps to differentiate our Sheppards Pie.
Concerns/Challenges
A primary challenge will be introducing Sheppards 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

Concept
Betty Crockers 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 Crockers 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 FDAs 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.

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 brands popularity was founded in the post-war era when many of todays seniors were highly impressionable youngsters. Additionally, todays 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

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.

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

Concept
Now its 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 Crockers delicious icying or spread. Its 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.

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.

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 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.
Concept Evaluation
Consumer Concept Evaluation

Progresso Pronto
Respondent # 1 2 3 4 5 6 7 8 Price 2 5 5 2 4 5 2 3 Taste 1 4 3 4 4 4 3 4 Uniqueness 4 3 1 5 4 3 3 3 Purchase Intent 3 5 4 4 4 4 3 3 Value 3 5 4 3 4 4 2 3
9
10
5
4
3
3
3
3
3
3
4
4
Total Avg.
Scoring: 1=worst to 5=best
3.6
3.3
3.2
3.6
3.6
Relatively positive consumer responses, though not perceived as being very unique

Oriental Express
9
10
2
1
3
3
3
3
3
4
4
2
Total Avg.
2.3
2.6
3.2
2.5
2.4
Relatively low consumer scores overall. Responses indicate product, however, is somewhat unique

9
10
4
5
5
4
4
4
4
5
5
5
Total Avg.
4.1
4.0
3.7
4.1
4.5
Product very well. Consumers value score particularly positive for kids-oriented offering.

Pillsbury Shepherds Pie
9
10
2
3
1
2
3
3
2
2
2
1
Total Avg.
2.7
1.7
3.3
2.0
2.3
Low consumer scores.

Respondent # Price Taste Uniqueness Purchase Intent Value
1
2 3 4 5 6 7 8 9 10
2
3 4 3 1 2 3 4 2 3
1
4 3 2 4 3 4 3 5 3
3
3 3 2 3 3 3 4 3 3
3
4 3 3 2 2 3 3 2 3
2
3 4 3 2 2 3 3 2 3
Total Avg.
2.7
3.2
3.0
2.8
2.8
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.

9
10
4
4
4
5
3
5
4
5
4
5
Total Avg.
4.0
4.5
3.7
4.3
4.2
Scores are relatively strong. Believe sample uniqueness scores do not accurately represent differential quality from competition

Bases Matrix Average Rankings
Concept Average Price Average Taste Average Unique Average Purchase Intent Average Value Overall Average Ranking
Progresso Pronto Oriental Express
3.6 2.3
3.3 2.6
3.2 3.2
3.6 2.5
3.6 2.4
3.7 2.6
Sheppards Pie Betty Crockers Single Bakes Silver Servings
4.1
2.7 4.0 2.7
4.0
1.7 4.5 3.2
3.7
3.3 3.7 3.0
4.1
2.0 4.3 2.8
4.5
2.3 4.2 2.8
4.0
2.4 4.0 2.9
Concept Evaluation
Metric Filter
Metrics Utilized For Concept Evaluation Three Dimensions (Axes) On (1 5 Scale)
Asset Compatibility
Brand Distribution Capabilities Production Capability
Profitability Gap Analysis
Profitability
Sustained Revenues Barriers To Entry Growth Potential Market Share Current Company Portfolio Competitive Portfolio Demographic Trends Psychographic Trends
Unserved Needs / Gap Analysis
Asset
Concept Evaluation
Metric Filter
Weighting of Three Attribute Dimensions 25%
Weighting of attributes determined by level of uncertainty
Profit
Asset Compatibility
35%
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
40%
Unserved Needs
Concept Evaluation
Metric Filter Asset Compatibility
Progresso Pronto Silver Servings Fiesta Encha-lottas Single Bakes Oriental Express Pillsburys Shepherds Pie
Brand Scorecard
Production Facilities
Distribution Potential Total Asset Score
10
11
16
17
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
Progresso Pronto Current Portfolio Competitive Portfolio Demographic Trends Psychographic Trends Consumer Feedback Total Gap Analysis Score Scoring: 1=worst to 6=best (Forced Rankings) Silver Servings Fiesta Ench-alottas Single Bakes Oriental Express Pillsburys Shepherds Pie
3 4 2
2 5 3
5 1 4
4 6 5
6 2 6
1 3 1
2
3
3
4
6
5
5
6
4
1
1
2
14
17
21
26
19
Betty Crocker Single Bakes best capitalizes on an unserved market need.
Concept Evaluation
Metric Filter Profitability
Progresso Pronto Growth Potential Market Size Product Launch Costs Barriers to Entry Competition Total Profitability Score Silver Servings Fiesta Ench-alottas Single Bakes Oriental Express Pillsburys Shepherds Pie
3 4
2 2
5 5
4 6
6 3
1 1
3
3 2
4
5 6
5
4 4
6
6 5
1
1 1
2
2 3
15
19
23
27
12
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
Progresso Pronto Profitability Asset Compatibility Unserved Needs Total Profitability Score Silver Servings Fiesta Encha-lottas Single Bakes Oriental Express Pillsburys Shepherds Pie
15 10 14
19 11 17
23 16 21
27 17 26
12 4 19
9 5 8
Selected Concepts
Fiesta Ench-a-lottas Betty Crocker Single Bakes
Supporting Research For Selected Concepts
Supporting Research
Mexican Food Kid Consumption
Kids 10 to 13 tweens favor four ethnic varieties over American cuisine 1
1. 2. 3. 4. 5. Chinese Mexican Japanese Italian American
Heinz acquired Delimex Foods in August, 2001, to target school lunch market
Weaker brand name than Old El Paso
Source: 2001 Tweens in America Report, Wharf Research and Center for Culinary Development, November 6, 2001
Supporting Research
Cakes 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
Positioning
Product Positioning
Methodology
Placement
Packaging
Price
Mktg.
The product positioning was based on the five critical factors: Product Placement, Packaging, Marketing, Consumer Attributes, and Price.
Consumer
Product Positioning
Ench-a-lottas are targeted at children and teens. The product will be placed in the supermarket where microwave-ready kids single-serving segments are found. Competitors include: Chef Boyardee, Kids Kitchen, Ragu Express Placement Ench-a-lottas packaging is similar to Chef Boyardees. 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-lottas will be offered in a 7.5 oz size.
Packaging
Price Ench-a-lottas will be priced competitively with single serving Chef Boyardee offerings, at $1.29 for a 7.5 oz. container. Mktg.
The marketing campaign for Ench-alottas will use Old El Pasos 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.
Segment
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 will be placed in the snack aisle in the supermarket. Competitors include: Sara Lee, Hostess, Otis Spunkemeyer 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 its significant brand equity. Packaging
Placement
Price Bettys 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. Mktg. 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 Bettys best offerings with the ease and convenience of a prepared food.
Segment
The target market for Betty Crockers 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 Projections
Methodology
Sales Projection Methodology

Summary View
Identification and analysis of comparable launches
External Factors
Review of existing markets and market shares Anticipation of competitor and market dynamics Evaluation of GM marketing and distribution
Annual Projections
Year 1 Year Year 2 2 Year Year 3 3
Internal Factors
Sales Projections
Sales Projections
Fiesta Ench-a-lottas Detailed View
Identification of Potential Buyer Segments Identification Of Direct Competitors (Market Analysis) Market Influencers Revenues (Units & Pricing)
Price
Competitors
EZ Macaroni
Total Potential Buyers
Brand Strength
Relative Product Type Distribution Power
Revenues
Kids Chef Boyardee Ravioli Spaghetti Lunchables
Households with Kids (5 15) Lunch Items (not exclusive) Mexican Food Consumers Larger Portions Repositioned For Men
Competitor and Market Dynamics
Correction Factors
Sales Projections
Fiesta Ench-a-lottas Sales (Year 1)
Buyer Segments Market Share Analysis Purchase Calculation Revenue (Year 1)
BASE SEGMENT
Kids: 40,000,000 Kid Households: 20,000,000
MARKET SHARE
EZ Macaroni: 10 % Lunchables: 55% 675,000 HH 24,300,000
Chef Boyardee: 15%

Spaghettios: 5% Percentage of Homes Who Buy Mexican (6 month time-frame) 45% TOTAL SEGMENT (0.45) x (20,000,000) 9,000,000 HH
CONSUMPTION (monthly)
Repeat+ (0.34) 4+ Repeat (0.34) Single (0.34)
$1.29
OLD EL PASO
17% Market Share of All Mexican Foods
MARKET SIZES
$ 50,000,000 - $150,000,000 7.5%
24 0-2 Distribution Power
3 Per Household / Month 24,300,000 Bought
$31,347,330
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)
Buyer Segments Growth Market Share Growth (Responses) Purchase Calculation (Sensitivity) Revenue Growth
9,000,000 HH Growth (Year 2): 1.03 1.10 Growth (Year 3): 1.03 1.10
7.5%
675,000 HH
Year 2
$34,000,000
CONSUMPTION (monthly) 4% - 10%
Growth in Market (No response) Growth in Market (New Segment) Market Contraction (Price War) Market Contraction (Product Into) Repeat+ Repeat Single
Growing Ethnic Influence Growing Cultural Influence Population Growth
(0.20 0.40) (0.200.40) (0.200.40) 4+ 24 0-2 Distribution Power
Year 3
$35,000,000
2.6 3.4 Purchases
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
Sales Projections Sensitivity Analysis (Monte Carlo Simulation)
$50,000 $45,000 $40,000 $35,000 $30,000
50%
Sales (Thousands)
80%
20%
50%
$15,000 $10,000 $5,000 $0
Baseline
20%
1 Year 1 2 Year 2 3 Year 3
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)
20%
$25,000 $20,000
80%
Sales Projections
Sales Projections
Betty Crocker Single Bakes Detailed View
Identification of Potential Buyer Segments Identification Of Direct Competitors (Market Analysis) Market Influencers Revenues (Units & Pricing)
Price
Competitors
Candy
Total Potential Buyers
Pretzels Chips Vending Machine Fare Popcorn
Brand Strength
Relative Product Type Distribution Power
Revenues
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)
Buyer Segments Market Share Analysis Purchase Calculation Revenue (Year 1)
BASE SEGMENT
Workforce: 190,000,000 % Workforce (Women): 88,350,000
MARKET SHARE
Nothing: 25 % Candy: 40% 441,750 HH 19,613,700
Pretzels: 8%
Chips: 7% Bring Lunch From Home Average: 50% Popcorn: 5%
CONSUMPTION (monthly)
Repeat+ (0.50) 4+ Repeat (0.35) Single (0.15)
$ 0.90
TOTAL SEGMENT (0.50) x (88,350,000)
24 0-2 Distribution Power
3.70 Per Household / Month 1% 19,613,700 Bought
44,175,000 HH
$17,652,330
Sales Projections
Betty Crocker Single BakesSales (Year 2-3)
Buyer Segments Growth Market Share Growth - Response Purchase Calculation (Sensitivity) Revenue Growth
44,175,000 HH Growth (Year 2): 1.00 1.20 Growth (Year 3): 1.00 1.20
1%
441,175 HH
Year 2
$25,000,000
CONSUMPTION (monthly) 1% - 3%
Growth in Market (No response) Market Contraction (Product Into) Repeat+ Repeat Single
Growing Women Workforce Use as Dinner Dessert
(0.200.55) (0.150.35) (0.100.20) 4+ 24 0-2 Distribution Power
Year 3
$35,000,000
1.55 4.00 Purchases
Sales Projections
Single Bakes Sensitivity Analysis
Sales Projections Sensitivity Analysis (Monte Carlo Simulation)
$50,000 $45,000 $40,000
Sales (Thousands)
$35,000 $30,000
80% 50% 50% 80% 50%
$25,000 $20,000 $15,000 $10,000 $5,000 $0 1 Year 1

Baseline
Year 2 2
20%
Year 3
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)
20%
Next Steps
Next Steps
Concept Confirmation
Technical Feasibility Review BASES Phase I Concept Testing
Remaining steps required prior to national product launches
Prototype Development
BASES Phase II In-Home Product Testing Test Market
Backup Slides
Competition - Wet
Product; Company Brand
Its Pasta Anytime; Classico Borden
Features Prep
Pasta & Sauce Wet Shelf-stable Microwave 15.25 oz $2.99/unit
Flavors
Tomato-Beef Tomato-mushroom
Meal
Lunch Dinner
Target Market Message

Women Age 18-49 harried cooks
Kids Kitchen
Hormel
Wet Microwave Cartoon characters
Cheezy Mac N Cheese Beefy Mac N Cheese Mini Beef Ravioli Pizza Wedges Pepperoni
Traditional Tomato Classic Meat Flavor Sweet Tomato & Garlic
Lunch Snack
School age children Feed Their Bodies, Feed Their Minds
Ragu Express
Pasta & Sauce Wet Microwave
Lunch Snack
School age children Real Pasta, Real Sauce, Real Fast!
EZ Mac
Kraft
Competition - Frozen
Marie Callenders Bowls ConAgra
Features Prep
Taste Frozen Microwave $2.99/unit
High nutrition Frozen Microwave $2.39
Flavors
Lemon herb chicken Country Style Beef Pot Roast Turkey Breast Medallions & Stuffing
Chili w/corn bread Chicken teriyaki; rice Colonial style chicken pie Tuna casserole Chicken breast strips w/mac & cheese Chili Lemon chicken Chicken fajitas Thai-curry chicken Thai-peanut chicken Jambalaya
Meal
Lunch Dinner
Healthly Choice Bowl Creations
ConAgra
Lunch
Health conscious Easy lunchtime solution
Uncle Bens Rice & Noodle Bowls
Mars Inc.
98% fat free Rice or noodles, meat, vegtables Frozen Microwave/ Oven
Lunch Dinner
Contemporary individuals Women 25-40 Satisfy Your Passion for Good Good. Now The Hottest Thing in the Kitchen is in the Freezer
Smart Ones Bowls; Weight Watchers
Lean Cuisine; Stouffers Stouffers
Features Prep
Low calorie Low fat Frozen Microwave
Healthy Frozen
Flavors
Meal
Lunch Dinner
Heinz
Nestle USA
Roasted Chicken w/Lemon Pepper Rettucini Fiesta Grilled Chicken Macaroni & Cheese French Bread Pizza Over 50 varieties Boneless white meat fried chicken breast Hungry-Man Boneless White Meat Fried Chicken Breast Fried Chicken dinner Fun Feast All White Meat Fried Chicken Kids Dinner
Dinner
Do something good for yourself.
Nestle USA
Serving Sizes of 1, 2, 5 or 9 Frozen Frozen
Dinner
Hell Love The Taste. Youll Love That Its So Good For Him. Make New Memories with Swanson
Swanson
Vlassic
Dinner
Michelinas Michelinas
Features Prep
Frozen Microwave 10oz $1.99/unit
Flavors
Sirloin beef peppercorn Shrimp alfredo Jumbo cheese ravioli Chedder broccoli potatoes Veg lasagna marinara Lasagna w/meat sauce
Pizza Snack Rolls Pizza Bagels Single Serve Pizza
Meal
Meal Replace
Michelinas
Michelinas
Frozen Microwave
Snack
Competition - Dry
Cup Noodles Top Ramen Nissin
Features Flavors Prep

Soup Add hot water Beef Chicken Cajun Chicken Mushroom Chicken Etc.
Meal
Lunch Snack
Fantastic Spice Hunter Near East Knorr
Soup Soup Soup
Restaurants
Competitive trends associated with this industry are as follows:
1. 2. 3. 4. Trend towards quality fast food chains. Disparity in eating out within in gender. Ethnicity becoming a strong influence in restaurant industry. 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 outper 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
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 AfricanAmericans 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.
Comparative Parameters
Concept
Progresso Pronto Oriental Express Fiesta Ench-A-Lottas
Comparative Price- Comparative Ounce point Size $1.89 $4.17 $1.29 16 oz. 12 oz. 7.5 oz.
Sheppards Pie
Betty Single Bakes Silver Servings
$2.16
$2.55 $3.32
8 oz.
14 oz. 8.5 oz
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 Express
Product:
The idea behind this product allows for General Mills to tap into the Lunchtime-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
Product:
Old El Paso, the worlds 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. Youll love these delicious bites of flour tortillas, filled with meats and cheeses and surrounded by Old El Pasos rich enchilada sauce. These single-serve Mexican meals satisfy your hunger at work, at school or at home with the great taste youve 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:
Bettys Shepherds Pie

Product:
The Pillsbury Dough Boy has just gotten back from holiday in jollyole England and has decided to share with his friends in America the Old World delicacy known as Shepherds 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:

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 Crockers 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:

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 dont 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 premade 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:
General Survey
1. 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 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 dont) you take lunch to work?
7. What type of food do you take to work for lunch (if you take your lunch?).

General Mills: New Product Introduction Marketing Plan

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General Mills: New Product Introduction Marketing Plan

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New Product Introduction Marketing Plan

Gap Analysis Concept Gap Creation Analysis

Concept Concept Creation Evaluation and Evaluation

Successful Product Launch

Brainstorming Concept Selection Psychographics Asset Compatibility Gap Analysis Profitability

Consumer Feedback Consumer Focus Packaging Price

Potential Buyers Market Analysis Market Influencers Purchase Estimation

80000 60000 40000 20000 0 Under 5 5 to 19 20 to 34 35 to 54 54 to 65 Over 65 1990 1999

Total Pop: 270M

Hispanic: 34.5% Asian-American: 35.9%

20 15 10 5 0 1990 1995 2000

Total U.S. HH: 105M

35 30 25 20 15 10 5 0 1985 1990 1995 1999 1986 1990 1995 2000

Popular in the following forms:

45% At least once per week 20% Everyday

Skip Lunch completely

31% Sometimes 11% At least once per week

50 40 30 20 10 0 1985 2000 2005 2030 30 15 7.5

These attributes serve as potential drivers for consumer purchase behavior

Four or more times per day

Two or more times per day

Supermarkets are a primary source for shoppers

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

A significant percentage of American workers

Consumer Needs Analysis

Starch w/meat & sauce

L: quick, easy, hot D: quickest to make

Yes Cheaper; Take starch w/meat & sauce

Eat something healthly and filling

Healthy & Filling

No Company caf is cheaper

High stress, very busy

Quick w/no hassle

Rice, Noodles, Pasta. No meat.

L: desk D: dining room table

L: rushed D: relaxing, alone

Yes Cheaper; Take white rice, leftover pasta, salads

Constant work at Desk

Break from sitting at computer Get me on to the next appointment

L: cafeteria D: home L: work D: usually home

On the road, Sales calls all day

Consumer Needs Analysis

After convenience is evaluated, taste drives a meal or snack decision

Price will always influence meal & snack purchases

Current Portfolio Analysis

General Mills Portfolio

Refined mapping of purchase drivers

Categorize offerings under existing brands

Determine focus opportunities

Identify opportunities to further leverage brands

Lunch hour generally underserved by existing offerings

For the senses (taste)

B.C. dessert Bugles Dunkaroos mixes

B.C. Helpers Progresso

Go-Gurt Nature Valley Yoplait

For the body (nutrition)

General Mills delivers very little ethnic flavor

OPPORTUNITY Existing offerings

OPPORTUNITY Not clear fit

OPPORTUNITY Not clear fit Existing offerings Existing offerings

OPPORTUNITY Existing offerings Not clear fit

Numerous opportunities to leverage powerful brand names in various formats