I was set this brief for Betty Crocker - "How do we drive penetration of Betty Crocker cake and spreadable icing by winning the Birthday occasion?"
I had 3 days to come up with something. So this is my half-baked answer... (wordplay fully intended)
After scratching the surface, it became apparent that Betty Crocker had a value perception issue, not a penetration one. Sometimes the business problem you think you have is actually the result of another problem and the two must be solved in tandem.
كتاب بالعربية يتضمن مقالات منشورة في موقع "مصر العربية" يغلب عليه التحليل الثقافي باستخدام أليات "النقد الثقافي". والمقال المختار ليكون عنوانه عنوانا للكتاب يدعو لوثيقة أمن قومي معلنة.
كتاب بالعربية يتضمن مقالات منشورة في موقع "مصر العربية" يغلب عليه التحليل الثقافي باستخدام أليات "النقد الثقافي". والمقال المختار ليكون عنوانه عنوانا للكتاب يدعو لوثيقة أمن قومي معلنة.
Bakery World is the source for successful baking technique and innovative ideas. Each issue focuses on the achievements of innovative volume bakers and examines successful baking ideas. This course, in effect, champions your products and services as volume bakers turn to your expertise for product research and development.
Bakery world is a bi-monthly newsletter from the Institute of Baking & Cake Art, Bangalore.
Bakery world is the only newsletter from a professional training school that caters to bakers, machinery manufacturers, millers, students, channel partners, home bakers & general public.
Why We Recommend Jenny Lee Swirl Bread For You?Healthy Finds
Jenny Lee Swirl Bread is rich in history and experience and this is one of the reasons why many customers love the brand.
The company is very strong in values especially integrity which reflects in their choice of ingredients as well as the quality of their products. The company actually won the Food Quality & Safety Award in 2017. The company uses only sustainable
ingredients, cage-free eggs, and all of their swirl breads are verified Non-GMO by the Non-GMO Project. (If you are vegan, you can go for their Italian Olive Focaccia Savory Bread.)
The demand for natural and organic products is growing. And it’s not going away anytime soon. So now is the time to jump on the trend. But before you do, it's important to know what’s involved in the process. Here’s how to do it.
KandK Bakers are more than simply a bakery; we are your one-stop solution for mouthwatering delicacies, handmade bread, & cakes that make life more enjoyable. We began with the desire to create delectable treats, and for more than 60 years, we have been lovingly and flavorfully serving our neighborhood. One of the best bakery in Kochi.
Bakery World is the source for successful baking technique and innovative ideas. Each issue focuses on the achievements of innovative volume bakers and examines successful baking ideas. This course, in effect, champions your products and services as volume bakers turn to your expertise for product research and development.
Bakery world is a bi-monthly newsletter from the Institute of Baking & Cake Art, Bangalore.
Bakery world is the only newsletter from a professional training school that caters to bakers, machinery manufacturers, millers, students, channel partners, home bakers & general public.
Why We Recommend Jenny Lee Swirl Bread For You?Healthy Finds
Jenny Lee Swirl Bread is rich in history and experience and this is one of the reasons why many customers love the brand.
The company is very strong in values especially integrity which reflects in their choice of ingredients as well as the quality of their products. The company actually won the Food Quality & Safety Award in 2017. The company uses only sustainable
ingredients, cage-free eggs, and all of their swirl breads are verified Non-GMO by the Non-GMO Project. (If you are vegan, you can go for their Italian Olive Focaccia Savory Bread.)
The demand for natural and organic products is growing. And it’s not going away anytime soon. So now is the time to jump on the trend. But before you do, it's important to know what’s involved in the process. Here’s how to do it.
KandK Bakers are more than simply a bakery; we are your one-stop solution for mouthwatering delicacies, handmade bread, & cakes that make life more enjoyable. We began with the desire to create delectable treats, and for more than 60 years, we have been lovingly and flavorfully serving our neighborhood. One of the best bakery in Kochi.
6. 1. It’s the lazier option
No Effort
Time
taken
=
1
hour
Time
Taken
=
2
hours
Time
taken
=
10
minutes
High Effort
7. That Egg isn’t just an Egg
It’s the pride and sense of accomplishment that comes from
greater involvement and effort
8. People are not only investing more time in
scratch cooking, but also more money
Sales of baking products and appliances have
risen by 62% (2007-2014)
3 out of 5 now bake regularly,
compared with 1 in 3 in 2011
SOURCES: The Daily Telegraph, IRI, John Lewis
9. 2. It’s both too safe and not safe enough
Low Risk, High Adventure High Risk, High Adventure
More range More range
12. Shelf Cakes and Boutique bakeries’ business models depend on
mouth-watering,
eye-catching,
track-stopping
Wow Factor
• New independent, boutique baking ventures increased
by 325% since the recession in 2009
• Marks & Spencer’s pre-baked cakes up 243%
SOURCES: Simply Business, M&S Data
13.
14. 3. It’s the ‘ Cheap-skate ’ option
Throw money at the problem
£2.25
£2.63
++++
£2.65
-‐
£10+++
Add in extra luxuries
Out of the ‘Cheap Skate’ options, we’re the most expensive
£0.99
£1.89
£0.22
£1.70
£2.25
15.
16.
17.
18. ‘ Pre –’ suggests you can’t put any extra
in to get any extra out.
Pre-mix
Pre-tested
Pre-cautious
Pre-prescribed
Pre-fabricated
Pre-arranged
Pre-fixed
19.
20. From Pre to Pro
Pro-mix
Pro-active
Pro-ductive
Pro-fessional
Pro-gressive
Pro-ficient
Pro-ject
21. Make Timid Bakers into
Culinary Adventurers
Just 14% think they have decent home baking skills.
Sell them reassurance and confidence to get more involved and ‘up
their game’ from pre-baked. Guarantee similar results via a
‘reassuringly expensive’ price tag.
22. By positioning Betty Crocker as a tool box
of curious and adventurous ingredients
With a price that reassures it’s quality,
Packaging that reassures it’s tasteful
And a picture that shows its attainable.
23. 25% have fibbed about taking a baking shortcut.
Show them that they’re not ‘doping’, but ‘performance enhancing’.
Betty Crocker is no more cheating than using a magi-mix.
It takes care of the boring stuff so you can up your game.
Convert Scratch Cooking Snobs
into Serious Show-Offs
24. By positioning Betty Crocker as a raw
ingredient, the foundations on which to build
your culinary imaginations.
In the USA a ‘Pre-mix’ is a raw ingredient.
It’s the Lego brick of the baking world.