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General Mills Project

General Mills Project. “Routes to Growth” Team – 11 (Section 202) Abhas Bhalla (#533) Henri Bourgeois Angel Gavieiro-Besteiro Andrey Krukov Carlos Montalv á n John Stoner. Overview. Executive Summary Context : Current Landscape & Strategic Positioning

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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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