Sales presentation to the directors of a key account customer of a new product . This was part of my work as a placement student at Magimix.

1. Mash and Puree Kit
Introduction and selling points
Laura Bowers Marketing Assistant 02/03/2009

2. Objectives
• Explain the link between potatoes and the UK
• Introduce the mash and puree kit
• Highlight its importance to the UK
• Stress the main selling points

3. Potatoes and the UK
• Linked with UK culture - many of the nation’s
favourite meals contain a potato component.
- Shepherds pie
- Fish and chips
• Retail sales will increase by 25% in 2011.

4. Mash
• Popular in terms of eating-out trends.
• Revived through gastro pubs.
• A comfort food, part of British heritage.
• Major component of family meals.

5. Evidence for use of potatoes
• Home cooking increasing in popularity.
• 12% year on year growth of organic potatoes.
• Retailers appealing to affluent market:
- M&S ‘Dug Daily’
- Booths ‘Dug this morning’
• Fresh potatoes lead at 59% value share.
• 2008 named ‘year of potato’ by the UN.

6. Mash and Puree Kit
Bowl Fine mesh Bowl with fine Paddle
disc mesh disc
Bowl with
Gear Funnel Accessory in
paddle and
main bowl
gear

8. Specification
Accessory includes:
• Funnel
• Drive shaft
• XL drive shaft (for XL machines only)
• Paddle
• Fine mesh disc
• Mash bowl
• Retailing at £60

9. Testing
Highland
Burgundy Red Carrot
Arran Victory
Parsnip
Vivaldi Peaches and bananas
Maris Piper
Apples, bananas
and pears
Sweet potato
Strawberries/blueberries/raspberries

10. Testing
Highland burgundy – not ideal for mashing
Arran Victory – mashed with ease. Produced a
fluffy, velvety mash.

11. Testing
• Vivaldi – effortless
• Maris Piper – produced thick mash

12. Testing
• Suede – great with another vegetable i.e. carrot
• Parsnips and Carrots – great for hiding foods

13. Testing
• Sweet potato – mashes effortlessly.

14. Testing
• Apricot, apple and banana – smooth mash,
leaves a clean bowl.
• Peaches and banana – mashed effortlessly.
• Ideal for using in crumbles and fruit pies and
also baby food.

15. Testing
• Blueberries/strawberries/raspberries

16. Testing
• The most a 5200 bowl will take is 1.2kg of
potatoes:
More than enough for a family of 6

17. Strengths
• Enables consumer to be creative
• Healthy lifestyles
• Excellent add on for food processor owners
• Drives sales of food processors
• Versatile

18. Opportunities
• Consumers cooking at home more.
• Promotes fresh potatoes over frozen, less food
miles therefore economical.
• Fits in line with healthy eating – Government’s
campaign on healthy eating, change4life.

19. Selling points
• Works well with potatoes ideal for mashing.
• Preparation enhances it’s efficiency.
• Ingredients – the fact that the consumer knows
exactly what is going into their food.

20. Selling Points
• Efficiency – the machine does all the hard work
for you.
• Versatility – can be used for all sorts of fruits
and vegetables.

21. Competition
• No competition from main competitors.
• Hand held potato mashers can be time
consuming and hard work.

22. Conclusion
• Can be an important tool in the kitchen.
• Can be used throughout all seasons as a wide
variety of foods can be mashed.
• Potential to play a big part in healthy cooking.

23. Addendum
• For more information on the potato industry in the
UK you can access articles on:
http://reports.mintel.com/
• Also the website:
http://www.britishpotatoes.co.uk/
contains useful information on potatoes, cooking
methods and varieties.