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Strategies for Sustainable Growth in Single-Serve Food Products

This agenda outlines the goal to generate sustainable growth in revenues for General Mills' shelf-stable, single-serve food products over the next three years. It emphasizes leveraging existing market leadership, brand equity, and superior technology. Key product ideas include Betty Crocker’s Hearty Bowl for hearty appetites and Breakfast Bowl for on-the-go consumers. Market analysis highlights customer segments and unmet needs, while revenue projections indicate strategic expansion through appealing packaging and targeted marketing.

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Strategies for Sustainable Growth in Single-Serve Food Products

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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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