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General Mills Project

This project outlines strategic recommendations for General Mills to introduce two new food concepts, "Pasta Deluxe!" and "Bowl Appetit Quick!" targeting different market segments for growth, focusing on quality and convenience. Detailed concept definitions, selling propositions, and revenue projections are provided for each recommendation.

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General Mills Project

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  1. General Mills Project “Routes to Growth” Team – 11 (Section 202) Abhas Bhalla (#533) Henri Bourgeois Angel Gavieiro-Besteiro Andrey Krukov Carlos Montalván John Stoner

  2. Overview • Executive Summary • Context : Current Landscape & Strategic Positioning • Recommendation A : Pasta Deluxe!- (1) Concept Definition- (2) Selling Proposition- (3) Sales & Revenue Projections • Recommendation B : Bowl Appetit Quick!- (1) Concept Definition- (2) Selling Proposition- (3) Sales & Revenue Projections • Conclusion & Takeaways

  3. Executive Summary Recommended Strategies: • Strategy A: Redefine product to target high-quality segment by introducing ‘Pasta Deluxe!’ • Strategy B: Enhanced focus on convenience to tap into “away-from-home” segment with ‘Bowl Appetit Quick!’

  4. Pasta Deluxe! “Away-from-home” Market CONTEXT Current Landscape andStrategic Positioning • Compete at the high-quality end: “home-made” Pasta Deluxe! Quality (+) Vacuum Food Frozen Food Quick Bowl Appetit! Microwave Multipacks Microwave Cups Offer extra convenience : “away-from-home” Bowl Appetit Quick! (-) (+) Convenience Instant Meals (-) “Home” Market

  5. CONTEXT Customers, Industry & Environment Customers what? Needs: eat & hurry how? Big trends: • Quality: “Home cooked” • Healthy: “Better for you” Niches in growth: • Diet, Kids, Ethnic… At home: • Frozen (fridge & microwave) • Dry/Vacuum (microwave) • Instant (hot water) Away from home: • Self-brought • Cafeteria/Vending Machines • Outside work Source: team analysis, S&P Industry Survey, U.S. Census

  6. RECOMMENDATION A “Home-made” Pasta Deluxe!(1) Concept Definition • Pasta Deluxe! • Shelf-stable, pre-cooked, vacuum-packed pasta with a packet of pre-made sauce • Five types of pasta and five varieties of sauce, matched to provide ten separate SKUs. • Package: self-contained tray, used for cooking and serving • Cartoon-cover with sophisticated photo of the pasta once done • Visible sauce packet with old fashion label (flavor & recipe) • The space where the sauce packet is located serves as a heat-resistant handle

  7. RECOMMENDATION A “Home-made” Pasta Deluxe!(1) Concept Definition(cont.) • Preparation • The customer mixes pasta and sauce in the tray (key: as if the customer had cooked the pasta herself) • Ready to heat in the microwave; no clean-up • Branding • Recommended: Betty Crocker for both pasta and sauce (umbrella branding) • Alternative 1: Develop or acquire a different brand for the sauce (internal co-branding) • Alternative 2: Partner with an outside reputable sauce brand (external co-branding)

  8. RECOMMENDATION A “Home-made” Pasta Deluxe!(2) Selling Proposition • Premium pasta and sauce from Betty Crocker for a quick, fresh-tasting meal • Pasta and sauce in flavor-saving vacuum-sealed packets are convenient to store and easy to prepare • Ten combinations of pasta and sauce give you a lot of variety in your meals • Retail price about $3.00 • No need to refrigerate • Preparation and clean-up are quick and simple.

  9. RECOMMENDATION A “Home-made” Pasta Deluxe!(3) Sales and Revenues Projections Expected Revenues around $60 million per year (after 1 year penetration) Expected #Buyers above 6 million after year 2

  10. RECOMMENDATION B “Away-from-home” Bowl Appetit Quick!(1) Concept Definition • Bowl Appetit Quick! • New improved Bowl Appetit! which does not need a microwave, just add hot water and it’s ready. • Package: suitable for vending machines, fork included, no paper package, just a bowl with a colorful top. • Varieties: 10 available flavors. • Specially designed vending machine with hot water faucet.

  11. RECOMMENDATION B “Away-from-home” Bowl Appetit Quick!(1) Concept Definition(cont.) • Branding • Leveraging Betty Crocker and Bowl Appetit! brand names • Adding “Quick” on the packaging to distinguish from existing Bowl Appetit! product and to emphasize improved convenience

  12. RECOMMENDATION B “Away-from-home” Bowl Appetit Quick!(2) Selling Proposition • Get a complete hot meal at your workplace with New Bowl Appetit Quick! • Easy to prepare: just add hot water. • 10 different flavors: 4 pastas, 3 rice, 3 potatoes. • Available in vending machines at your office. • Priced just $2.00

  13. RECOMMENDATION B “Away-from-home” Bowl Appetit Quick!(3) Sales and Revenues Projections Expected Revenues: $58 millions (3years) Peak sales: $25 million (Year 5) 3 sales opportunities: Lunch: $71 million Snack: $9 million Dinner: $25 million

  14. Conclusion Significant customer-driven trends in the food industry: - Preference for ‘home-cooked’ quality - Need for more convenience & flexibility Our recommendations address both these needs via: - “Home-cooked” Pasta Deluxe! - “Away-from-home” Bowl Appetit Quick! Estimated three year revenues: - Pasta Deluxe! = Approx. $140 M - Bowl Appetit Quick! = Approx. $ 58 M

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