5 Year Strategic Plan for Growth at Progresso Soup

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Five recommendations for Progresso soup to attain market leadership position and financial impact of implementation

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5 Year Strategic Plan for Growth at Progresso Soup

  1. 1. Progressing Progresso:5 Year Consumer-Focused Strategy for Market Leadership<br />December 17, 2008<br />Team C6:<br />Margaret Gentile<br />Satoko Hirai<br />Christopher Powers<br />Matthew Redmond<br />Alex Sirkin<br />Steven Wang<br />
  2. 2. 2<br />Agenda<br />
  3. 3. 3<br />Agenda<br />
  4. 4. 4<br />Executive Summary<br />Implementation of our recommendations will increase our Net Present Value 19% to $2.7 billion<br />
  5. 5. 5<br />Implementation Process<br />Shared Values1<br />Creating a Vision2<br /><ul><li>Customer-centric thinking and action</li></ul>Institutionalizing New Approaches2<br /><ul><li>Co-branding work with other GIS brands</li></ul>Structure1<br />Forming a Powerful Guiding Coalition2<br /><ul><li> Executive buy-in to vision and opportunity</li></ul>Empowering Others to Act on the Vision2<br /><ul><li> Two-way communication with customers</li></ul>Systems1<br />Communicating the vision2<br /><ul><li>Use of online community</li></ul>Improvements and Producing More Change2<br /><ul><li>Enhancements to online community</li></ul>Strategy1<br />Establish a Sense of Urgency2<br /><ul><li>Opportunity to gain market share and connect with consumers</li></ul>Planning for and Creating Short-term Wins2<br /><ul><li>Implementation of Balanced Scorecard</li></ul>1 Johnson, Leonard. “A Note on the 7-S Model”<br />2 Kotter, John P. “Leading Change: Why Transformation Efforts Fail”<br />
  6. 6. 6<br />Industry Overview<br />Progresso is a strong #2 competitor in $1.6 B Ready-to-Serve (RTS) wet soup industry1<br />2<br />Progresso Soup Sales by<br />Product Line3<br />4 weeks ending 12/01/07<br />RTS Sales by Brand2<br />1 Calculated with equivalent unit data from AC Nielsen <br />2 Mintel Report: Soups – US – 2008<br />3JP Morgan Analyst Report from Jan 08, 2008<br />
  7. 7. 7<br />The Road Behind, The Road Ahead<br />Strengths<br />Weaknesses<br /><ul><li>Partnerships/first mover on trends
  8. 8. Product innovation
  9. 9. Good turn-over on booked sales1
  10. 10. Brand indifference of consumer
  11. 11. Customers purchase based on:</li></ul>Taste<br />Health<br />Price<br />Brand<br />Opportunities<br />Threats<br /><ul><li>Build brand preference
  12. 12. Continue exploring healthy eating options targeted towards women
  13. 13. Targeted ethnic-based marketing programs
  14. 14. Campbell’s push into healthy offerings through Select Harvest brand (Healthy Request line)2
  15. 15. Private label growth
  16. 16. Commodities prices and effects on inventory</li></ul>1 AC710 Presentation by Six Sigmas on General Mills; GIS: Financial Ratios. investing.businessweek.com<br />2 Campbell’s Select Harvest Website URL: http://www.campbellsoup.com/select.aspx<br />
  17. 17. 8<br />Agenda<br />
  18. 18. 9<br />What Are Our Touch Points?<br />“Each branding campaign should seek to identify ‘touch points’ — the media or location where it makes the most sense to locate and contact the target consumer.”<br /> Mark Addicks CMO, General Mills1<br />1 Knowledge@Wharton, November 20, 2008, http://knowledge.wharton.upenn.edu/article.cfm?articleid=2097<br />Emphasis added<br />
  19. 19. 10<br />Online Community Plan<br />Goal: <br />Engage Progresso consumers in two-way communication via the launch of an online community<br />Action:<br />Introduce integrated marketing<br />Provide a space for promoters to celebrate the brand<br />Expectation:<br />Increase Net Promoter Score<br />Build brand preference<br />
  20. 20. 11<br />Importance of Women on RTS Purchases<br />Diet Programs<br />Generation Z<br />Decider<br />Approver<br />Buyer<br />Baby Boomers<br />Generation X<br />Generation Y<br />Generation Z<br />
  21. 21. 12<br />Integrated Marketing<br />Open Brand<br />Engage consumers<br />Two-way communication<br />PRODUCT<br />PACKAGING<br />DISTRIBUTION<br />CRM<br />ADVERTISING<br />CONSUMER<br />Chart from Professor Melvyn Menezes‘s Course Materials<br />
  22. 22. 13<br />Engage Promoters<br />Small groups of enthusiasts dominate online conversations1<br />New community website will include:<br />Recipe forum for including Progresso as part of a home-cooked meal<br />Weight-loss community<br />Customer feedback on new product introductions<br />1 Marketing VOX Magazine<br />
  23. 23. 14<br />Agenda<br />
  24. 24. 15<br />Progresso Light: Opportunity<br />“The sharp increase in those claiming to be watching their weight suggests a cultural shift to more awareness of food and relationship to overall health. There is a great opportunity for marketers, food retailers, and restaurants to focus on healthy eating—for the sake of overall health.”1<br /> Mintel – Marketing Health to Women<br />1 Mintel – Marketing Health to Women – US July 2007<br />Emphasis Added <br />
  25. 25. 16<br />Progresso Light Product Plan<br />Goal: <br />Expand into the women’s Weight Watchers and self-designed diet markets<br />Action:<br />Increase number of SKUs by 10 each in 2010 and 2011<br />Expectation:<br />Gain 42% of diet segment by 2013<br />Win over early adopters and early majority<br />New product lines account for $342 million per year in additional retail sales <br />
  26. 26. 17<br />Current Diet Demographic Share<br />Progresso Light Adoption Curve<br />Current4<br />Innovators<br />Early Majority<br />Early Adopters<br />1 & 2 Estimated through “Interest in Dieting Slims Down; More Accepting the Extra Pounds,” The Boston Globe & http://factfinder.census.gov/servlet/STTable?_bm=y&-geo_id=01000US&-<br />3 Estimated through Mintel - Soup - US – September 2008 , and 1 & 2 <br />4 Estimated through http://www.quickmba.com/marketing/product/diffusion/<br />
  27. 27. 18<br />Entrance into Early Majority<br />Progresso Light Adoption Curve<br />Projected 20133<br />Innovators<br />Early Majority<br />Early Adopters<br />1 http://www.progressofoods.com<br />2 Findings through primary survey data<br />3 Estimated through http://www.quickmba.com/marketing/product/diffusion/<br />
  28. 28. 19<br />Agenda<br />
  29. 29. 20<br />Which Do You Prefer?<br />Images: Margaret Gentile<br />
  30. 30. 21<br />SoupServer Plan<br />Goal: <br />Improve relationships with both retailers and consumers<br />Action:<br />Introduce SoupServers to 500 stores per year <br />Expectation:<br />Increase in sales of 5% in each store that installs the SoupServers1<br />1 Campbell’s Comes Out, http://www.strategymag.com/articles/magazine/20060701/biz.html<br />
  31. 31. 22<br />Campbell’s IQ Maximizer<br />Represents a shift in advertising philosophy<br />Makes it easier to keep product organized on shelves1<br />Improves shoppers’ perception of the brand<br />79% of consumers say it makes shopping for soup easier2<br />Reduces shopping time from 58 seconds to 8 seconds3<br />Improves soup sales by 3.5 - 7% in any store in which it is installed4<br />5<br />1 Supermarket Displays &apos;05, http://www.creativemag.com/supermktdisp1105.html<br />2 Forum for Consumer Products and Retail Leadership, Vol. 7, No. 4, <br />http://www.gmabrands.com/awardssurvey/campbellcpgaward.pdf<br />3 Supermarket Displays &apos;05, http://www.creativemag.com/supermktdisp1105.html<br />4 Campbell’s Comes Out, http://www.strategymag.com/articles/magazine/20060701/biz.html<br />5 Image Source Campbell’s Soup Display, http://www.retailpowerhouse.com/gallery/main.php?g2_itemId=673<br />
  32. 32. 23<br />How Progresso Can Compete<br />Contract with outside firm to produce our own plan-o-gram, the SoupServer<br />Introduce SoupServers at a rate of 500 stores per year<br />1The CanSolidator: http://www.shelfreliance.com/product/view/p79#<br />Image: Margaret Gentile<br />
  33. 33. 24<br />SoupServer in Action<br />Images: Margaret Gentile<br />
  34. 34. 25<br />Agenda<br />
  35. 35. 26<br />Advertising Plan<br />Goal: <br />Persuade customers to buy on brand<br />Action:<br />Increase 2009 advertising budget to $50 million (20% over 2007) 1<br />Annual 10% increases to budget (2010 – 2013)<br />Balance advertising mix<br />Expectation:<br />Estimated 2009 sales increase $80.3 million<br />1 Facenda, Vanessa L.  &quot;General Mills Outlook &apos;Healthy&apos; with New Products, Increased Ad Spend.&quot;  Brandweek, 2/22/2008<br />Primary research by Team Six Sigmas, soup survey conducted October 17 – 25 <br />Soups – US – September 2008, via Mintel<br />
  36. 36. 27<br />Getting Customers to Buy on Brand<br />Magazine advertisements are more effective at:<br />Building brand favorability<br />Increasing purchase intentions<br />Effect of Medium on CPG Brand Metrics – <br />Average Percentage Point Increase (Exposed/Controlled)1<br />1MPA “Accountability II: How the Media Drive Results and Impact Online Success,” p. 24.<br />
  37. 37. 28<br />Advertising Mix Reallocation<br />We will rebalance our mix to emphasize<br />Magazine advertising<br />Online advertising<br />1<br />1Estimated from data by TNSMI Multi-Media Service andFacenda, Vanessa L.  &quot;General Mills Outlook &apos;Healthy&apos; with New Products, Increased Ad Spend.&quot;  Brandweek, 2/22/2008<br />MPA “Accountability II: How the Media Drive Results and Impact Online Success,” p. 24.<br />
  38. 38. 29<br />Expected Return on Investment<br />1The DMA 2004 Response Report, p. 256.<br />2Estimated using data fromThe DMA 2004 Response Report, p. 256 andMPA “Accountability II: How the Media Drive <br />Results and Impact Online Success,” p. 24.<br />3Estimated using data from TNSMI Multi-Media Service andFacenda, Vanessa L.  &quot;General Mills Outlook &apos;Healthy&apos; with <br />New Products, Increased Ad Spend.&quot;  Brandweek, 2/22/2008<br />
  39. 39. 30<br />Marketing Mix<br />1 “Chef Michael Chiarello,” http://progressofoods.com/?View=CelebrityChef/ChefMichael<br />2 “Semi-homemade Cooking with Sandra Lee,” http://www.foodnetwork.com/<br />3 Websites of respective magazines<br />4 MRI database<br />5 Soup – US -- September 2008, via Mintel<br />6 Commercial Weight Loss Programs – US – November 2005,‖ via Mintel<br />
  40. 40. 31<br />“All in Good Taste” Campaign<br />Taste1,2<br />Health<br />1 http://www.students.sbc.edu/kitchin04/artandexpression/contemporary%20art.html<br />2 http://avline.abacusline.co.uk/pictures/jpeg/pics/mona.jpg<br />Progresso logos: General Mills website<br />
  41. 41. 32<br />Agenda<br />
  42. 42. 33<br />Macro and Micro Pricing Impact<br />“CPG manufacturers and retailers will at worst successfully weather today’s difficult economic environment. At best, these companies will both reinforce their relationships with shoppers as well as implement price increase strategies that stick.”<br /> - Thom Blischok<br />President, Consulting and Innovation<br /> Information Resources, Inc. (IRI)1<br />1 Blischok, “Successful Pricing Strategies: A Strategic Look Through the Affordability Lens”<br />Emphasis added<br />
  43. 43. 34<br />Pricing Plan<br />Goal: <br />Build on success of recommendations to achieve a net increase in prices in a flat-growth industry<br />Action:<br />2009: Lower average retail price to $1.70/can<br />2010-2011: 6% total increase to $1.80/can<br />Expectation:<br />Increase contribution 3X in conjunction with other recommendations<br />
  44. 44. 35<br />2009 Plan<br />Realize $20.6 million – 15.4% – increase in profits through strategic pricing1<br />Price: $1.70<br />Volume: 49 million cans<br />Margin: $20.6 million<br />1 Data from AC Nielsen used to conduct sensitivity analysis<br />
  45. 45. 36<br />Going-Forward Plan<br />Leverage success of other initiatives to increase prices 6% total to $1.80 and maximize contribution<br />1 Data from AC Nielsen used to estimate volume responsiveness<br />
  46. 46. 37<br />Agenda<br />
  47. 47. 38<br />Timeframe for Execution<br />
  48. 48. 39<br />Implementation Process<br />Shared Values1<br />Creating a Vision2<br /><ul><li>Customer-centric thinking and action</li></ul>Institutionalizing New Approaches2<br /><ul><li>Co-branding work with other GIS brands</li></ul>Structure1<br />Forming a Powerful Guiding Coalition2<br /><ul><li> Executive buy-in to vision and opportunity</li></ul>Empowering Others to Act on the Vision2<br /><ul><li> Two-way communication with customers</li></ul>Systems1<br />Communicating the vision2<br /><ul><li>Use of online community</li></ul>Improvements and Producing More Change2<br /><ul><li>Enhancements to online community</li></ul>Strategy1<br />Establish a Sense of Urgency2<br /><ul><li>Opportunity to gain market share and connect with consumers</li></ul>Planning for and Creating Short-term Wins2<br /><ul><li>Implementation of Balanced Scorecard</li></ul>1 Johnson, Leonard. “A Note on the 7-S Model”<br />2 Kotter, John P. “Leading Change: Why Transformation Efforts Fail”<br />
  49. 49. 40<br />Measuring with the Balanced Scorecard1<br />1 Kaplan and Norton, “Using the Balanced Scorecard as a Strategic Management System”<br />
  50. 50. 41<br />Competitive Responses<br />
  51. 51. 42<br />Agenda<br />
  52. 52. 43<br />Conclusion<br />NPV of Progresso soup brand: $2.7 billion<br /><ul><li>Increase of $454 million, or 19%</li></ul>Recommendations are within the capabilities of both General Mills and Progresso to execute successfully<br />Performance will be measured regularly using the Balanced Scorecard<br />
  53. 53. Appendix<br />
  54. 54. 45<br />NPV Analysis<br />
  55. 55. 46<br />Corporate Social Responsibility<br />1<br />2<br />1 http://www.yoplait.com<br />2 http://www.progressofoods.com<br />
  56. 56. 47<br />Customer Preference and Promotion<br />NPS<br /><ul><li>Flavor carries the day in soup selection criteria
  57. 57. Net Promoter Scores for major labels/brands demonstrate consumer’s “brand agnostic” selection criteria</li></ul>-57<br />-62<br />-85<br />1Mintel Report: Soups – US -- 2008<br />
  58. 58. 48<br />Works Cited and Referenced<br />AC Nielsen Database - Soup<br /> <br />AP Digital, “General Mills finds winning recipe for stock gains,” BusinessWeek, October 17, 2008, http://investing.businessweek.com/research/stocks/news/article.asp?docKey=600-200810171647APDIGITLFINANCE__General_Mills_Gainers-1LLC76J4A2RLTJP6O0AHLJ9LQ5&params=timestamp||10/17/2008%204:47%20PM%20ET||headline||General%20Mills%20finds%20winning%20recipe%20for%20stock%20gains||docSource||AP%20Digital||provider||ACQUIREMEDIA||realtedsyms||%7CUS%3BGIS%7CUS%3BKFT%7CUS%3BHNZ&symbol=GIS, accessed December 2008<br /> <br />Barletta, Marti, “The Real Story Behind the Success of Dove’s Campaign for Real Beauty,” MarketingProfs, http://www.marketingprofs.com/7/dove-pro-age-primetime-women-barletta.asp, accessed December 2008.<br /> <br />Betty Crocker Website, http://www.bettycrocker.com/products/progresso/progresso-low-sodium.htm, accessed October 2008<br /> <br />Blischok, Tom, “Successful Pricing Strategies: A Strategic Look Through the Affordability Lens,” Information Resources Inc (Chicago, IL: 2008).<br /> <br />Burrit, Chris, “Campbell’s Soup savors Wal-mart Deal,” Edmonton Jounal, December, 5 2007, http://www.canada.com/edmontonjournal/news/business/story.html?id=736315f6-4723-4b4c-a284-fbf49732f629, accessed October 2008<br /> <br />Campbell’s Soup Company, “Campbell’s Welcome – Campbell’s Select Harvest”, Campbell’s Soup Company Website, http://www.campbellsoup.com/select.aspx, accessed October 2008.<br /> <br />Campbell’s Soup Company, “Campbell’s Chunky Soup – Soup that Eats Like a Meal.” Chunky Soup Website, http://www.chunky.com/, accessed October 2008.<br />Campbell’s Soup Company, “Campbell’s Welcome – Campbell’s Smart Solutions: Homepage,” Campbell’s Soup Company Website, http://www.campbellsoup.com/starttasting.aspx, accessed October 2008.<br /> <br />Conant, Douglas, R., Campbell’s Soup Company, “Campbell’s Soup Company 2008 Annual Review: Letter to Shareholders 1,” Campbell’s Soup Company, http://www.campbellsoupcompany.com/annualreport2008/letter.asp, accessed October 2008.<br /> <br />CPG Grand Award Winner: Campbell Soup Company – Center Store Category Turnaround (2005), FORUM for Consumer Products and Retail Leadership, Vol 7, No 4 (Q3 2005): p. 84,<br />Creative, the Magazine of Promotion and Advertising “Supermarket Displays ’05,” http://www.creativemag.com/supermktdisp1105.html, accessed October 2008<br />D’Innocenzon, Lisa, “Campbell’s Comes Out,” Strategy Magazine, July 2006 http://www.strategymag.com/articles/magazine/20060701/biz.html, accessed October 2008<br />
  59. 59. 49<br />Works Cited and Referenced<br />Facenda, Vanessa L. “General Mills Outlook ‘Healthy’ with New Products, Increased Ad Spend.” Brandweek, February 22, 2008, http://www.brandweek.com/bw/esearch/article_display.jsp?vnu_content_id=1003712829, accessed October 2008.<br /> <br />Fredrix, Emily, “General Mills to Keep Expanding International Unit” WTOP.com, Associated Press, September 22, 2008, http://www.wtopnews.com/?nid=111&sid=1483005, accessed October 2008.<br /> <br />General Mills, “General Mills: Technology Submission” General Mills Website, http://www.generalmills.com/corporate/open_innovation/index.aspx, accessed October 2008.<br /> <br />General Mills, “CMO and His Imaginary Friends,” Knowledge@Wharton, November 20, 2008, http://knowledge.wharton.upenn.edu/article.cfm?articleid=2097<br /> <br />General Mills, “General Mills: Values,” General Mills Corporate Website. http:://www.generalmills.com/corporate/commitment/values.aspx, accessed November 2008<br /> <br />General Mills, Inc. May 25, 2008 Form 10-K (Filed July 11, 2008), via SEC EDGAR Database, accessed October 2008<br /> <br />General Mills Company, “Light”, Betty Crocker Website, http://www.bettycrocker.com/products/progresso/Progresso-light-landing-page.htm, accessed October 2008<br /> <br />General Mills Company, “100 Calorie”, Betty Crocker Website, http://www.bettycrocker.com/products/progresso/progresso-low-calorie-soups.htm, accessed October 2008<br />Johnson, Leonard. “A Note on the 7-S Model.” BU SMG No. 97-03 (Boston University School of Management, 1997).<br />Kaplan and Norton, “Using the Balanced Scorecard as a Strategic Management System”<br />Kotter, John P, “Leading Change: Why Transformation Efforts Fail.” Harvard Business Review (March – April 1995): 3 – 10.<br /> <br />Learned, Andrea, “The Six Costliest Mistakes You Can Make in Marketing to Women,” Inc Magazine, January 2003, http://www.inc.com/articles/2003/01/25019.html, accessed October 2008.<br /> <br />Magazine Publishers of America, “Accountability II: How the Media Drive Results and Impact Online Success”, Magazine Publishers of America website, http://www.magazine.org/content/Files/AccountabilityII.pdf, p. 24, accessed December 2008.<br />
  60. 60. 50<br />Works Cited and Referenced<br />Mahoney, Sarah, “As Supercenters Gain, Wal-mart Still Attracts the Affluent,” Marketing Daily, August 13, 2008 http://www.mediapost.com/publications/?fa=Articles.showArticleHomePage&art_aid=88412, accessed October 2008.<br /> <br />Mediamark Reporter, Fall 2007 Product, Household Products – Food Products, Category: Canned or Jarred Soup/Broth, Base: Principal Shoppers, Target, Used in Last 6 Months, via MRI database.<br /> <br />Mediamark Reporter, Fall 2008, Household Products – Food Products, Category: Canned or Jarred Soup/Broth, Base: Principle Shoppers, Target: Used in Last 6 Months, Progresso, Homemakers via MRI, accessed November 2008.<br /> <br />Michman, Ronald D., et al., The Food Industry: Marketing Triumphs and Blunders, (Westport, CT: Greenwood Publishing Group, 1998), p. 97-100.<br /> <br />Mintel - Soup – US – September 2008. Accessed October 2008.<br /> <br />Mintel – Attitudes of Women - Age 18-34 July 2008. Accessed October 2008.<br /> <br />Mintel - Commercial Weight Loss Programs – US – November 2005, via Mintel. Accessed October 2008.<br />Mintel – Marketing Healthy to Women – US – July 2007, via Mintel. Accessed November 2008.<br /> <br />Progressive Grocer, “Center Store” Nov. 2006 Progressive Grocer Issue: 10, via LexisNexis, accessed October 2008.<br /> <br />Rolls,B.J., Bel, E,A,, Thorwart ML, American Journal of Clinical Nutrition, 1999, 70, 448-55.<br /> <br />Simpson, Steven, “Campbell Soup on the Simmer (CPB),” Investopedia Community, September 16, 2008, community.investopedia.com/news/ia/2008/campbell_soup_on_simmer_cpb.aspx, accessed November 2008.<br /> <br />Super Market News , “G-Win Forges Hundreds of Ideas for Innovation,” Supermarket News, May 20 , 2008, http://supermarketnews.com/news/g_win_0520/, accessed October 2008.<br />
  61. 61. 51<br />Works Cited and Referenced<br />Susan G. Komen for the Cure websiteSusan G. Komen for the Cure, “Susan G. Komen for the Cure | Partners & Sponsors | General Mills’ Pink Together”, Susan G. Komen for the Cure website, http://ww5.komen.org/Content.aspx?id=14302, accessed October 2008.<br /> <br />The DMA 2004 Response Report, The Direct Marketing Association (New York: 2004): 256<br /> <br />Tietell, Beth, “Interest in Dieting Slims Down; More Accepting the Extra Pounds,” The Boston Globe, September 21, 2008, http://www.boston.com/news/nation/articles/2008/09/21/interest_in_dieting_slims_down/, accessed October 2008.<br /> <br />TNSMI Multi-Media Service, Company/Brand $. Ad $ Summary, 2007, TNS-MI and Magazine Publishers of America, New York, NY<br /> <br />US Census Bureau, “Projections of the Population by Sex, Race, and Hispanic Origin for the United States: 2010 to 2050”, US Census Bureau website, http://www.census.gov/population/www/projections/files/nation/summary/np2008-t4.xls, accessed October 2008.<br /> <br />Team Six Sigmas, Primary soup survey conducted October 17 – 25.<br /> <br />Wong, Elaine, Brandweek “Soup War Continues, Progresso Strikes Back” October 8, 2008 http://www.brandweek.com/bw/content_display/esearch/e3i7e19cce243eb21aaa2048c8982be98f9?pn=1, accessed October 2008<br /> <br />Zuniac, Pablo, “US Food: A Review of the Latest RTS Soup Trends,” JP Morgan, January 8, 2008, p. 1, via Infotrac/Investext Plus, accessed October 2008<br />

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