BelVita Indulgence - Market Analysis and Recommendation

BELVITA INDULGENCE

Jake Godgart, Emmeline Morehouse, Ian Karutz & Craig Angelson

“Treat Yourself to Health”

BACKGROUND

Treat Yourself to Health!

Strengths • Brand Reputation

• Product Placement

• Distribution

• Financials

Opportunities • Acquisitions

• Healthy Products

• Social Media

• Reinvesting

• New & Emerging

Markets

Weaknesses • Dessert like Snacks

• Limited Focus

• Debt Ratio

Threats • Competition

• Slow Economy

• Substitutes

• Commodity Prices

• Habits


SWOT Analysis – Nabisco Products

Nabisco Consumer Profiles

1.The Parent

2.The Person With “No Time”

3.The Healthy Eater

4.The Indulger

5.The Health Conscious Adult


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."


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


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


6 Months

Total

Other

Nabisco Keebler

Men 94 78 102

Women 103 110 99

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

Women

Market Analysis


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

Hispanics


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

Children

Market Analysis

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

Women 18-34 102

Women 18-49 110

Women 25-54 112

Age 18-24 56

Age 25-34 95

Age 35-44 110

Age 45-54 92

Age 55-64 113

Age 65+ 111

Healthy Food Consumers:

Looking at Dannon’s Activa

Proposed Target Market


Women

Ages 45+

Household Income - $150K-160K

OUR SUGGESTION


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


PRODUCT


• 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


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


Objectives

Primary

• Women 45+

• Prevent Osteoporosis

Secondary

• Working mothers 35-44

• Looking for a quick snack


Target Indulgence Customers

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%


• Cozy and Comfortable

• Prosperous Empty Nesters

• Exurbanites

• City Dimensions

• Rustbelt Traditions


Monroe County – ESRI Profile

• Multi-Culti Mosaic

• Country Casual

• Pools and Patios

• Fast-Track Families

• City Roots


Monroe County – Prizm Profile

Why Monroe County?

Population

• Broome and Onondaga Counties

Characteristics

Financially Comfortable

Media


Product - Strategy

Appeal to older health conscious women

Fight Osteoporosis and anemia

Deliver health targeted snack that entices as a treat


Product - Tactics

Biscuit fortified with higher concentrations of:

• Fiber

• Energy sustaining carbohydrates

• Iron

• Calcium

• Vitamin D

Targeted Packaging

• Show health benefits right at POS


Placement - Strategy

Wide but conventional placement

Educate Customer at POS

Placement at both register and in isle

Placement with complementary goods


Placement - Tactics

Grocery Stores and Convenience stores

• Displays for education

• Promotional coupons and pricing

Women's boutique stores

• Attractive and educational displays


Promotion - Strategy

Promote BelVita line products

Promote awareness of health issues

Gain Influencer Awareness and Advocacy

Strategic Partnerships


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!

Promotion – Mock Up Ad & Packaging


Pricing - Strategy

Build Brand Awareness

Discounts and Packaging


Pricing - Tactics

Buy-One-Get-One promotion

• Exposure to both products

Distribution of coupons through AARP

Distribution of coupons in local newspapers


Start R&D

Start

Packaging

and

Marketing

Collateral

Start Talks with

Orthopedic

Professionals

Monroe

Product

Launch

Engage NOF

Partnership

with AARP

Ship Packaging

with NOF

Partnership

National

Product

Launch

Regional

Product

Launch

APRIL JUNE JAN APRIL JUNE


Event Timeline


QUESTIONS?


Documents

BelVita Indulgence - Market Analysis and Recommendation