Concept Testing Chili Duke University#39;s Fuqua School of Business概念测试辣椒杜克大学# 39；企业富卡商学院.pptVIP

MARKETING STRATEGY 468: General Mills -- Project Bowl Appetit Team 11 (Section 201) ?Lillian Lilly Jorge Tessey Gabriel Michalup Hide Tomita Amrit Shergill Zoya Trofimenko  Consumer Survey – the first step What Two Progresso-branded products for two market segments One also co-branded with Pillsbury Product Concept Testing Why Industry How Marketing Strategy Result Revenue Projections Q A Our Consumer Survey 52 Respondents asked about ready-to-eat meals. Result? Women are more concerned about nutrition than men. 50% of Male respondents “didn’t care” vs 24% of women. However, nutrition is trumped by convenience in reason for purchase ready-to-eat meals. Top nutritional concerns are fat, calories, with sodium distant 3d. Campbell’s soup is the product most frequently purchased by women in the last 6 months (55%) 50% of married respondents eat ready-to-eat food for lunch while 77% of singles eat it for dinner. General Mills brands associated with ready-to-eat: Hamburger Helper Progresso Our Two Solutions Progresso Chili Chips Progresso Lunch-to-go! Product 1: Progresso Chili Chips Product 1: Progresso Chili Chips NEED/VALUE PROPOSITION Hearty eaters need a quick, healthy, easy-to-prepare meal, all in one package. OFFERING 15oz. Progresso Bean Chili + Tortilla Chips (each part in self-contained bowl – snaps together as one package) Price: $2.89 Concept Testing - Chili Key Results: The Progresso Brand preferred, followed by Hormel Surprising result –initial product concept was Old El Paso branded but consumers strongly preferred Progresso 70% of those surveyed would try the product Most said it appealed to single men and kids Consumers overwhelmingly described it as “complete”, “convenient” and “appealing” Equally associated with dinner and lunch 70% willing to pay between $2.49 and $2.89 Majority preferred name “Chili Chips” Product 2: Progresso Lunch-to-Go Product 2: Progresso Lunch-to-Go NEED/VALUE PROPOSITION Busy women