BelVita Indulgence - Market Analysis and Recommendation
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Senior Marketing Strategy Capstone course: Mock consulting opportunity - Researched, assessed and recommended new product offering for Kraft BelVita Breakfast Biscuits by conducting industry, competitive, market segmentation, and product research and analysis to create detailed marketing plan and presentation
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BelVita Indulgence - Market Analysis and Recommendation
- 1. BELVITA INDULGENCE “Treat Yourself to Health” Jake Godgart, Emmeline Morehouse, Ian Karutz & Craig Angelson
- 2. BACKGROUND Treat Yourself to Health!
- 3. SWOT Analysis – Nabisco Products Strengths Weaknesses • Brand Reputation • Dessert like Snacks • Product Placement • Limited Focus • Distribution • Debt Ratio • Financials Opportunities Threats • Acquisitions • Competition • Healthy Products • Slow Economy • Social Media • Substitutes • Reinvesting • Commodity Prices • New & Emerging • Habits Markets Treat Yourself to Health!
- 4. Nabisco Consumer Profiles 1. The Parent 2. The Person With “No Time” 3. The Healthy Eater 4. The Indulger 5. The Health Conscious Adult Treat Yourself to Health!
- 5. Original Concept Mission "New BelVita Breakfast Biscuits. Power up, People. It's a new kind of Breakfast. With 18g of delicious whole grain per serving and nutritious sustained energy, new BelVita Breakfast Biscuits keep you fueled up all morning long." Treat Yourself to Health!
- 7. BelVita Breakfast Biscuit Fundamentally good product o Strong results from the U.K. Biscuit as a new concept o Importance of Education Great first response to health demand Stronger commitment to health Lacking specific targeted/consistent marketing Treat Yourself to Health!
- 8. Market Analysis • Most Significant Groups o Women o Children o Hispanics • Who are the consumers of healthy foods? o Age o Gender o Household Income Treat Yourself to Health!
- 9. Market Analysis 6 Months Other Total Nabisco Keebler Men 94 78 102 Women 103 110 99 Women 6 Months Total Other Nabisco Keebler Magazine: Working Mother 116 *204 100 Magazine Types: Babies 115 *98 *155 TV Show Types: Daytime Dramas 114 *121 *147 Cable Services: SOAPnet 112 145 *167 Magazines: Ladies' Home Journal 111 160 *80 Web Sites: Shopzilla.com 111 145 *287
- 10. Market Analysis Hispanics 6 Months Total Other Nabisco Keebler Web Sites: Univision 122 221 *31 Web Sites: Any Spanish Language Website 118 259 *51 Cable Services: Galavision 114 201 *54 Spanish Spoken at Home (most often or other) 104 139 *106 Children 6 Months Total Other Nabisco Keebler Child age: 6-11 years 111 117 *95 Cable Services: PBS Kids Sprout 112 *115 *161 Magazines: National Geographic Kids 111 *67 *205 Cable Services: Nickelodeon 110 122 *145
- 11. Healthy Food Consumers: Looking at Dannon’s Activa HHI $150,000+ 128 HHI $75,000-$149,000 111 HHI $60,000- $74,999 103 HHI $50,000- $59,999 92 HHI $40,000-$49,999 108 HHI $30,000-$39,999 89 HHI $20,000- $29,999 89 HHI <$20,000 78 Age 18-24 56 Age 25-34 95 Women 18-34 102 Age 35-44 110 Women 18-49 110 Age 45-54 92 Age 55-64 113 Women 25-54 112 Age 65+ 111
- 12. Proposed Target Market Women Ages 45+ Household Income - $150K-160K Treat Yourself to Health!
- 13. OUR SUGGESTION Treat Yourself to Health!
- 14. Our New Product – BelVita Indulgence Same biscuits but with a drizzle of chocolate • Infused with Vitamin D, Iron, and Calcium • Fight osteoporosis, and anemia Snack or breakfast food • Heavy concentration on medical and health characteristics o Osteoporosis • Very direct and targeted marketing Treat Yourself to Health!
- 15. PRODUCT Treat Yourself to Health!
- 16. Objectives • Introduce in Test Market January 2013 • Expand Q2 2013 • Launch National Q3 2013 • Target unserved demographics • Shift focus of BelVita to health oriented products for specific health related needs Treat Yourself to Health!
- 17. Objectives County • Test in Monroe County, NY (Determine market response) 3-6 Month • Successful pilot product • National Launch with PR blitz • Endorsements, sponsorships and partnerships National (with expectations of Global) • Establish "good-for-you" rather than "better-for-you“ • Increase perception of Nabisco as health oriented Treat Yourself to Health!
- 18. Target Indulgence Customers Primary • Women 45+ • Prevent Osteoporosis Secondary • Working mothers 35-44 • Looking for a quick snack Treat Yourself to Health!
- 19. Monroe County- Quick Facts Population- 744,344 • Growth Rate- 1.2% (Over a 10 year period) • More women (51.8%) than men (48.2%) Ethnicity • White -76.1% • African American- 15.2% • Hispanic- 7.3% • Asian- 3.3% • Reporting two or more ethnicities 2.6% Treat Yourself to Health!
- 20. Monroe County – ESRI Profile • Cozy and Comfortable • Prosperous Empty Nesters • Exurbanites • City Dimensions • Rustbelt Traditions Treat Yourself to Health!
- 21. Monroe County – Prizm Profile • Multi-Culti Mosaic • Country Casual • Pools and Patios • Fast-Track Families • City Roots Treat Yourself to Health!
- 22. Why Monroe County? Population • Broome and Onondaga Counties Characteristics Financially Comfortable Media Treat Yourself to Health!
- 23. Product - Strategy Appeal to older health conscious women Fight Osteoporosis and anemia Deliver health targeted snack that entices as a treat Treat Yourself to Health!
- 24. Product - Tactics Biscuit fortified with higher concentrations of: • Fiber • Energy sustaining carbohydrates • Iron • Calcium • Vitamin D Targeted Packaging • Show health benefits right at POS Treat Yourself to Health!
- 25. Placement - Strategy Wide but conventional placement Educate Customer at POS Placement at both register and in isle Placement with complementary goods Treat Yourself to Health!
- 26. Placement - Tactics Grocery Stores and Convenience stores • Displays for education • Promotional coupons and pricing Women's boutique stores • Attractive and educational displays Treat Yourself to Health!
- 27. Promotion - Strategy Promote BelVita line products Promote awareness of health issues Gain Influencer Awareness and Advocacy Strategic Partnerships Treat Yourself to Health!
- 28. Promotion - Tactics Education Relationship with AARP • Direct communication with target market • Increased product credibility Relationship with Strong Memorial Hospital • Potential advocacy from doctors or nurses • Not a medical product but health benefits Use of local media outlets • Social media not a main concern • Higher demographic traffic locally Treat Yourself to Health!
- 29. Promotion – Mock Up Ad & Packaging Treat Yourself to Health!
- 30. Pricing - Strategy Build Brand Awareness Discounts and Packaging Treat Yourself to Health!
- 31. Pricing - Tactics Buy-One-Get-One promotion • Exposure to both products Distribution of coupons through AARP Distribution of coupons in local newspapers Treat Yourself to Health!
- 32. Event Timeline Start Packaging and Monroe Regional National Marketing Product Product Partnership Product Collateral Launch Launch with AARP Launch APRIL JUNE JAN APRIL JUNE Start Talks with Engage NOF Ship Packaging Start R&D Orthopedic with NOF Professionals Partnership Treat Yourself to Health!
- 33. Treat Yourself to Health!
- 34. Treat Yourself to Health! QUESTIONS?