Bowl App é tit Project

1. Marketing Strategy Christinne Moorman Bowl Appétit Project Armando Nogueira Poliana Marques Claudio Menezes Alexandre Rappaport Dale Bolen November 19, 2001

2. Agenda • Executive Summary • Methodology • Brand Strategy • Brand Evaluation • Consumer Needs Assessment • Concepts & Incremental Revenue Estimates • Conclusion

3. Executive Summary Executive Summary • Implement a Market Nicher Strategy • Execute strategy through two concepts: • New flavor – chili bowl with rice • Larger pasta portion size • Achieve $ 8.3 MM additional annual revenue over 3 years.

4. Brand Strategy Product concepts conform to brand strategy. CONSUMER NEEDS 1) Chili bowl with rice Revenue Estimates PRODUCT CONCEPTS BRAND EVALUATION 2) Larger size BRAND STRATEGY

5. Brand Strategy An underserved market opportunity Adults Stouffer’s Lean Cuisine Healthy Choice Solo Healthy Choice Bowl Appetit Pasta Anytime Uncle Ben’s Stouffer’s Mac & Cheese Affordable Expensive Chef Boyardee Not a promising market Maruchan Instant Lunch Ragu Express Kraft Easy Mac Children

6. Brand Strategy Bowl Appetit – leader in niche. Market Niche Strategy. • To fully occupy the market niche: • Protect the niche • Expand the niche • Major Benefits • Preempt competition, saturate the niche, develop long term customer relationship/intimacy.

7. Brand Evaluation Concepts fit the Betty Crocker / Bowl Appetit brand. CONSUMER NEEDS 1) Chili bowl with rice Revenue Estimates PRODUCT CONCEPTS BRAND EVALUATION 2) Larger size BRAND STRATEGY

8. Brand Evaluation EXPECTATIONS PERCEPTIONS Consumers’ motivations Identify consumers’ perceptions and assess their needs Values associated with the brand Focus Group Attributes evaluation • Product Attributes: • Taste • Price • Convenience • Packaging & appearance • Healthiness • Portion size

9. Brand Evaluation Means-End Chain analysis

10. Brand Evaluation Perceptual Map Responsible / Conscious Efficient Completeness Happiness Betty Crocker / Bowl Appetit Leisure, time with family Clean / tidy house Self Esteem Smart / fulfillment

11. Consumer needs assessment Product concepts address consumer needs. CONSUMER NEEDS 1) Chili bowl with rice Revenue Estimates PRODUCT CONCEPTS BRAND POSITIONING 2) Larger size BRAND STRATEGY

12. Consumer needs assessment EXPECTATIONS PERCEPTIONS Consumers’ motivations Identify consumers’ perceptions and assess their needs Values associated with the brand Focus Group Attributes evaluation • Product Attributes: • Taste • Price • Convenience • Packaging & appearance • Healthiness • Portion size

13. Consumer needs assessment - Motivations • Target market = busy people seeking convenience. Therefore, our concepts best fit under the Bowl Appetit line.

14. Consumer needs assessment - Motivations No change to the Brand positioning

15. Consumer needs assessment – Attributes Attributes evaluation EXPECTATIONS PERCEPTIONS Consumers’ motivations Identify consumers’ perceptions and assess their needs Values associated with the brand Focus Group Attributes evaluation • Product Attributes: • Taste • Price • Convenience • Packaging & appearance • Healthiness • Portion size

16. Consumer needs assessment – Attributes • Average Score per Attribute: Score Average 4.6 7 = Very Appealing 4 = Indifferent 1= Not Appealing at All

17. Consumer needs assessment – Attributes • Standard Deviation per Attribute: SD

18. Concepts & Incremental Revenue Brand strategy, brand evaluation and consumer needs all support the two new concepts for Bowl Appetit line. CONSUMER NEEDS 1) Chili bowl with rice Revenue Estimates PRODUCT CONCEPTS BRAND EVALUATION 2) Larger size BRAND STRATEGY

19. Concepts & Incremental Revenue The South is the largest US region

20. Concepts 1 Goal: Reach a 100 rating.

21. Concepts 1 Moving from an index level of 78 to 100 in the South represents incremental revenue of $ 3.5 MM / year. Note: Revenues = Sales * Index * percentage of population / 100

22. Concepts 1 The South generally favors spicier food than other US regions. Furthermore, single serve meals that contain meat or rice seem to over perform

23. Concepts 1 Concept #1 Chili Bowl with Rice

24. Concept 2 … but our findings suggested that a single portion size might be insufficient • Brand Strategy “The firm needs to protect and expand its market by fully occupying the market niche” • Brand Evaluation “To achieve a sense of completeness, the consumer needs to satisfy his hunger” • Customer needs assessment “Rice and mashed potatoes, which are usually consumed as a side dishes, were OK. But the pasta portion was clearly insufficient”

25. Concept 2 30% larger portion size for Pasta = incremental revenue of $ 4.8 MM / year. Note: Projected annual revenues = New sales factor * Current sales + ((1 - cannib. Factor)*Current Sales + (cannib. factor*Current Sales*(Larger Portion Price/Current Unit Price))

26. Concept 2 Concept #2 Large Pasta Portion Size

27. Conclusion Conclusion • Two new concepts for Bowl Appetit line: • Chili bowl • South • $ 3.5 MM per year • Larger pasta • Meal-sized serving • $ 4.8 MM per year • Present value of incremental revenues for 3 years $ 22.7 MM