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Cookie Dough

Gluten-Free. Cookie Dough. Presented by: Whitney Chadwick, Chris Holle, Erin Howard, & Brittanie Turner. Agenda. Background SWOT Analysis The Product Market Trends, Needs, & Segments Target Markets Market Growth & Objectives Value & Product Position Competition Marketing Mix

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Cookie Dough

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  1. Gluten-Free Cookie Dough Presented by: Whitney Chadwick, Chris Holle, Erin Howard, & Brittanie Turner

  2. Agenda • Background • SWOT Analysis • The Product • Market Trends, Needs, & Segments • Target Markets • Market Growth & Objectives • Value & Product Position • Competition • Marketing Mix • Financial Plan • Conclusion & Questions

  3. Background • Initiated in a 1905 merger of the Anglo-Swiss Milk Company, and the Farine Lactée Henri Nestlé Company • More than 2,000 brands with 330,000 employees worldwide • Products include: baby food, coffee, snacks, dairy products, ice cream, pet food, etc. • Objective: Be primary leader in nutrition, health, and wellness

  4. SWOT Analysis

  5. The Product • Ingredients and Nutritional Factors • Teff Flour • Cheap Gluten-Free Option • Added Nutrional Value: Protein, calcium, and iron • Different Packaging Types • Cookie Bar Dough • Cylinder Tube • Mini Cookie Bar Dough • Tub • Customer Satisfaction Guarantee • Increase Quality

  6. Market Needs • 18 percent of the U.S. population prefer and buy gluten-free products

  7. Market Trends • 3 million Americans diagnosed with celiac disease • 18 million Americans suffer from gluten sensitivity • Nearly 50 percent of those surveyed they or someone they know has celiac or other gluten-intolerance

  8. Market Segments • Geographics • U.S. Focus – West coast • $2.3 billion global market worth • Demographics • Focus on celiac and other gluten intolerances • Psychographics & Behavioral • Gluten conscious

  9. Target Market Mothers Demographic • 30 to 40 age range • Health conscious • Leads active lifestyle • Values time by use easy and convenient products Gluten Intolerant Demographic • Celiac disease • Other gluten intolerances • 44 million U.S. consumers

  10. Market Growth • 1 in 133 Americans have celiac disease • The appearance of allergen-related claims such as “gluten-free” on restaurant menus has increased by 200 percent • $15 billion of gluten-free food category to be generated in annual sales by 2015 • Household purchases double from 5 percent in 2010 to 11 percent in 2013

  11. Marketing Objectives • Healthy product for celiacs and gluten intolerances • Gluten Intolerance awareness • 10% of all profits to Celiac Central • Sale price will not surpass $5 • Reach both supermarkets and health food stores

  12. Value Proposition • A healthy product for consumers • Celiacs, gluten-intolerances • Allergy free product • Offered in a variety of chain and health food stores • Affordable • Awareness

  13. Product Proposition

  14. Competition Brand Name Niche Market • Pillsbury • Gluten-free chocolate chip cookie dough • Betty Crocker • Gluten-free cookie, cake, and brown dough dry mixes Gluten-Free Market • Kellogg • Gluten-free cereals • Pamela’s Products • Gluten-free snack products: cereals, health bars, cookies, chips, etc.

  15. Marketing Mix • Distribution • Nestlé’s Current Distribution Method • Micro-Distributors • Pricing • Current Cookie Dough Products: $3.99 • Gluten-Free Cookie Dough Products: $4.03 • Marketing Communication • Advertising • PR • Sales Promotion • Direct Marketing • Social Media Networking

  16. Financial Mix • Sales price $5 • Variable Costs • Ingredients $2.45 • Packaging $0.10 • Net profit $2.45 per unit • Fixed costs $6.4 million • Break even units: • Monthly: 217,000 • Annually: 2.6 million

  17. Conclusion & Reflection

  18. Gluten-Free Cookie Dough Any Questions?

  19. References • Amidor, T. (2014, April 21). Hello gluten-free, goodbye organic? Retrieved • From http://health.usnews.com/health-news/blogs/eat-run/2014/04/18/hello-gluten-free-goodbye-organic • Belt, C. (2014). What does public relations exposure cost?. Retrieved from • http://smallbusiness.chron.com/public-relations-exposure-cost-22390.html • CBS News. (2014). Nestlé recalls cookie dough over Illnesses. Retrieved from • http://www.cbsnews.com/news/Nestlé-recalls-cookie dough-dough-over-illnesses/ • European Food Information Council. (2014). Coeliac disease on the rise in Europe. Retrieved • from http://www.eufic.org/article/en/artid/Coeliac-disease-on-the-rise-in-Europe/ • Kannall, E. (n.d.). What are the benefits of eating gluten-free?. Retrieved from • http://healthyeating.sfgate.com/benefits-eating-glutenfree-6211.html • Kellogg Company. (n.d.). Cereal: the complete story. Retrieved from • http://www.kelloggcompany.com/content/dam/kelloggcompanyus/PDF/CerealTheCompleteStory_FINAL.PDF • Kotler, P. & Armstrong, G. (2014). Principles of marketing. Upper Saddle River, New Jersey: • Pearson. • National Foundation for Celiac Awareness. (2014). Celiac disease: fast facts. Retrieved from • http://www.celiaccentral.org/celiac-disease/facts-and-figures/ • National Foundation for Celiac Awareness. (2014). Non-celiac gluten sensitivity. Retrieved • from http://www.celiaccentral.org/non-celiac-gluten-sensitivity/ • Nestlé. (2013). Annual report 2013. Retrieved from http://www.nestle.com/asset-library/ • documents/library/documents/annual_reports/2013-annual-report-en.pdf • Nestlé. (2014). Nutritional value chain. Retrieved from http://www.nestle.com/ • randd/nutrition/nutritional-value-chain • Nestlé Global. (2014). Distribution. Retrieved from http://www.nestle.com/randd/ • nutrition/nutritional-value-chain/distribution • Nestlé Toll House. (n.d.) Products. Retrieved from https://www.verybestbaking.com/ • TollHouse/Products • Nestlé USA. (2014). About Us. Retrieved from http://careers.Nestléusa.com/about-us/locations • Nuts.com. (2014). Teff flour. Retrieved from http://www.nuts.com/ • cookingbaking/grains/teff/flour.html • Pamela’s Products. (n.d.). About us. Retrieved from • http://www.pamelasproducts.com/about/ • Recalls, market withdrawals, & safety alerts. (2014, June 27). Retrieved from • http://www.fda.gov/Safety/Recalls/ucm403194.htm • Simmons, N. (2013). Consumers' ideas of 'healthy' foods changing. Retrieved from • http://newhope360.com/new-products/consumers-ideas-healthy-foods-changing • Statista. (2014). Global gluten-free food market size. • http://www.statista.com/statistics/248467/global-gluten-free-food-market-size/ • The Gluten-Free Agency. (2012). Gluten-Free Market Trends. Retrieved from • http://thegluten-freeagency.com/gluten-free-market-trends/ • The Statistics Portal. (2012, August ). U.S. gluten-free target market 2012. Retrieved from • http://www.statista.com/statistics/248572/target-groups-of-the-us-gluten-free-market/ • United States Department of Labor. (2014). Wage and hour division. Retrieved from • http://www.dol.gov/whd/flsa/ • U.S. News. (2014). Marketing manager: salary. Retrieved from • http://money.usnews.com/careers/best-jobs/marketing-manager/salary • Walmart.com. (2014). All-purpose flour. Retrieved from http://www.walmart.com/ • c/ep/all-purpose-flour

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