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General Mills Bowl Appetit Project

General Mills Bowl Appetit Project. Lindsay Biggers Kate Bostock Sarah Carignan Allison Jones Tiffany Koch David Thornton Section 2 Team # 5 Locker # 535. Agenda. Goal Recommended Strategy Market analysis Product ideas Revenue Projections Summary Questions. Goal .

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General Mills Bowl Appetit Project

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  1. General Mills Bowl Appetit Project Lindsay Biggers Kate Bostock Sarah Carignan Allison Jones Tiffany Koch David Thornton Section 2 Team # 5 Locker # 535

  2. Agenda • Goal • Recommended Strategy • Market analysis • Product ideas • Revenue Projections • Summary • Questions

  3. Goal “Generate the maximum level of sustainable growth in shelf-stable, single-serve food product revenues for the next three years.”

  4. Recommended Strategy • Increase customer base by leveraging existing market leadership, brand equity and superior technology of General Mills • Betty Crocker’s Hearty Bowl • Betty Crocker’s Breakfast Bowl “Just like Mom used to make.”

  5. Market Analysis • Company • Market leadership • Superior technology • High brand equity • Customer • Segments we are/are not reaching • Unmet needs for convenient breakfast and hearty lunch • Competition • Intense across and within categories • Mapped against customer perceptions

  6. Betty Crocker’s Hearty Bowl • Target: Men, Women who buy for men, All heartier appetites • Price: $1.89 • Approximately 25% higher than Bowl Appetit lunch price • Offering: convenient hot lunch or dinner for heartier appetites • Positioning: Like mom used to make; Appealing to women who make 80% of grocery store purchases… Taking care of your man’s appetite

  7. Betty Crocker’s Breakfast Bowl • Target: Men and women 18 years and older • Price: $1.09 • Similar price to fast-food and existing breakfast items • Offering: Quick, convenient, and hot breakfast for people “on-the-go” • Positioning: A hot breakfast justas good as mom used to make

  8. Revenue Projections

  9. Summary • Leverage existing market leadership, brand equity and superior technology of General Mills • Capitalize on Bowl Appetit success – include male audience • Expand into breakfast on-the go “Just like Mom used to make.”

  10. Questions…

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