4. Skinny Cow lets you lighten up your day – in calories
and in mood!
With dairy treats that are “rich in taste, low in fat,”
Skinny Cow offers women a healthy yet delicious
alternative with a cheeky personality.
5. Frozen desserts Healthy For trendy,
Features
Attributes
Perceptions
health-
Calorie-controlled Delicious
conscious
98% fat free Fun women with a
Low sugar sweet tooth
Premium
Rich and creamy
Delicious
“Tastes like the indulgence
real thing”
Premium quality
Nutritionist
Fun product
endorsement
Nutritious
ingredients
Allergen free
6. Youthful
Rich taste
Variety of flavours
Delicious
Feminine Premium
Healthy
Fun
Low calorie, fat, sugar
Nutritional benefits
Fruit flavours
7. Youthful
Fun-loving, outgoing Premium ingredients
personality Small portions
Delicious
Feminine Premium
Healthy
Fun
Cheeky, humourous
communication style
Feminine colour scheme Eye-catching
Low-fat frozen dessert packaging
8. Paris Hilton (UK)
Condensed Weight Watchers
Quik
Milk
Breast cancer
Oprah
awareness
(US)
Dreyer’s Nestlé
Cow
mascot
Hot chocolate Ice cream
(UK) bar
Skinny Women’s
Cow Health
Ice cream
Low-fat Magazine (AUS)
cone
Chocolate
Ice cream
Milk (US)
sandwich
Dean’s Dairy
Mini-tubs (UK)
Breyer’s
Chapman
14. Advertising, Partnerships, Online
Promotions Sponsorships Community
• Increased • Canadian • Influential
presence nutritionists female bloggers
• Sampling • Curves gyms • Social network
programs “nexuses”
• Women’s health
(Cowmobile, issues (breast • Website
workplace cancer redesign
contests) awareness) • Interactive
contest
15. Summer • May launch (ice cream
season!)
2009 • Outdoor events
Budget
Product development $500,000
In-store POS $100,000
Advertising $2,000,000
Promotions $500,000
Partnerships and sponsorships $500,000
Total $3,600,000
16. Awareness Trial Market Share
• On par with • 39.2% (up • 2.25% of
US market from total ice
(67% of 19.6%), cream
consumer based on segment
survey consumer (Litres)
respondents surveys
versus 32%
currently)
* In target age/gender group, over five years
17. Weight
Watchers
Oprah
Condensed
Quik (US)
Milk
Canadian Paris Hilton
nutritionists (UK)
Dreyer’s Nestlé
Women’s
Cow Health
mascot Magazine
Hot chocolate Ice cream
Skinny
(UK) bar
Curves
Cow Ice cream gym Breast
cancer
Low-fat
cone
Chocolate awareness
Ice cream Mini-tubs
Milk (US)
Dean’s Dairy sandwich
Breyer’s
Chapman
19. Products and positioning Marketing Plan
Features, attributes, Metrics of Success
perceptions Brand molecule
Target customer Brand valuation
Competitive landscape
20. What Is It?
• Ready-to-drink fruit
flavoured milk shake
What Size?
• 300ml bottles
• Single and 6-pack (2x3)
How Much?
• Premium pricing
Wild berry blush
• $1.99 individual
Strawberry peach sass
• $10.99 6-pack
Mango orange medley
Where To Find It?
Banana tropical blast
French vanilla bliss • Same distribution channels
Chocolate mint mania as Skinny Cow ice cream
• In grab-and-go milk
beverages section
21. Frozen desserts For trendy,
Healthy
Features
Attributes
Perceptions
health-conscious
Calorie-controlled Delicious women with a
98% fat free sweet tooth
Fun
Low sugar For women on
Premium
the go
Rich and creamy
Convenient Delicious
“Tastes like the
indulgence
real thing”
Premium quality
Nutritionist
endorsement Fun product
Nutritious
ingredients
Allergen free
Fruit- and
Features
milk-based
shake
Portable
bottle
22. Health conscious
women (18-45)
• want to treat
themselves
• have a sweet tooth
• have a sense of
humour
• are concerned about
their well-being
• are attracted to
healthy products
• have a busy lifestyle
23. In the Dairy case:
Flavoured milks
•
Nestle/Hershey’s branded
•
chocolate milks
Nutrition 24
•
In the Yogurt case:
Adult “bio” yogurt drinks
•
DanActive, Astro BioBest
•
smoothie
Kids yogurt drinks
•
Yop
•
In the fresh juice case:
Bolthouse Farms - Juices &
•
Smoothies
24. Rebrand Extension
Novelty Ice-creams Ready-to-drink Smoothies and Milkshakes
* Healthiness based on calories, nutritious ingredients and sugar content per ml
25. Media Point of Sale Sponsorships Promotions
• TV • In-store • Run for the • “Find the
advertising demos Cure Skinny Cow”
contest
• Women’s • Point of sale • International
magazines displays Women’s Day • Interactive
website and
• Billboards • Tennis
online viral
(Montreal, Canada
campaign
Toronto) (women)
• Summer
sampling
program
26. Marketing Plan Objectives:
Awareness and trial
Marketing Plan Activities:
Media
TV Advertising (3 flights, specialized networks) $ 1 200 000
Magazines $ 200 000
Billboards (Montreal, Toronto) $ 200 000
Promotion
Launch Contest: Find the Skinny Cow $ 150 000
Interactive website and viral online campaign $ 150 000
In-store Activities
Demos $ 200 000
In-store POS $ 150 000
Out-of-store Activities
Sponsorships/Associations
Run for the cure
International women’s day
Tennis Canada/women
Summer sampling $250 000
TOTAL $2 500 000
27. Activities SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE JULY AUG
PRODUCT
SC Shakes Launch
ADVERTISING
TV advertising campaign
Billboards
Magazine Advertising
PROMOTION
Consumer Contest
Web
CONSUMER
In-sotre POS
In-Store demos
Out-of-store sampling
28. Market
Awareness Trial
Share
• 40% • 20% • 1% of total
(based on (based on bottled
consumer consumer milk shake
surveys) surveys) segment
(Litres)
* In target age/gender group, over five years
29. Weight
Watchers
Oprah
Condensed
Quik (US)
Milk
Canadian Paris Hilton
nutritionists (UK)
Dreyer’s Nestlé
Women’s
Cow Health
mascot Magazine
Hot chocolate Ice cream
Skinny
(UK) bar
Curves
Cow Ice cream gym Breast
cancer
Low-fat
cone
Chocolate awareness
Ice cream Mini-tubs
Milk (US)
Dean’s Dairy sandwich
Skinny
Breyer’s
shake Chapman
Women’s
tennis
“Find the Skinny Cow”
32. Nestlé product line
Consumer survey results
Skinny Cow Canadian distribution
Canadian ice cream market
US ice cream market
33. Speciality Premium Regular Healthy
• For kids (Dibs, • Haagen-Dazs • Nestlé • Skinny Cow
Drumsticks) • Nestlé Gelato • Sorbet, frozen
• Candy bar yoghurt
• Real Dairy
extensions • Real Dairy
(Aero, Rolo, • Del Monte
Mack,
Smarties)
34. n=55 (Canadians)
Which one would you be more likely to buy, and why?
18
16
4
14
12
8
10
3
8
2
13
6
7
4
6 6
2 2
2
1 1
0
Trust Expect it Prefer Lower Lower fat Healthier
brand to taste packaging calories
name better
Breyers Nestle Skinny Cow
35. Rate the importance of the following on your purchase decision for
packaged ice-cream:
Do not look for Diet or
Diet or Healthy
Healthy choices in ice-cream
1= Not important at all
5= Very Important
3.30 3.29
Price
4.65 4.54
Taste
3.30 3.14
Brand
3.89 2.50
Healthy*
3.41 2.63
All-natural*
3.59 1.98
Low calorie*
3.57 1.88
Low fat*
3.25 1.94
Low sugar*
3.16 2.83
No artificial sweetener
*Statistically significant difference between groups
36. Have you heard of Skinny Cow ice cream?
Response Response
Frequency Count
Answer Options
67.9% 38
No
12.5% 7
Yes, but I have not tried it
19.6% 11
Yes, and I have tried it
What brands of packaged ice cream do you
normally purchase? Check all that apply.
Response Response
Frequency Count
Answer Options
36.4% 20
Ben & Jerry's
52.7% 29
Breyers
21.8% 12
Chapman's
3.6% 2
Del Monte
3.6% 2
Dreyer's
7.3% 4
Healthy Choice
54.5% 30
Häagen-Dazs
38.2% 21
Nestle
29.1% 16
Parlour
10.9% 6
Skinny Cow
20.0% 11
Store brand
answered question 55
37. Response
1 2 3 4 5 Count
6 10 14 20 6 56
Do you like the logo? (1 = Hate it , 5 = Love it)
Do you feel it is an appropriate logo for diet ice-
cream? 6 3 15 18 13 55
(1 = No, not at all, 5 = Yes, totally)
Do you feel it is an appropriate logo for healthy ice-
9 15 13 12 6 55
cream? (1 = No, not at all, 5 = Yes, totally)
Why I like/dislike the logo:
“It seems like it's pushing
being skinny a bit too “It's cute and
much vs. being healthy” original”
“I think it's an insult to overweight
people. and it makes me not want to
“I do like the logo. I
eat ice cream”
think it communicates
“The logo is straight forward, but the cow is a bit a clear message: low
creepy, since I'm used to seeing cute, plump cows, fat ice-cream”
when they are used in advertising”
38. • ONTARIO Weston CANADA
Produce
A&P/The Barn Buy Low
Your
Bamburgh Canada
Independent
Bruno's Safeway
Grocer
Dominion Federated and
Zehrs
Food Basics Calgary Co-op
Zellers
Foodtown IGA - British
Fortinos Columbia
Galati Market • QUEBEC Overwaitea /
Fresh Save On
Axep
Galati Bros. Real Canadian
Bonichoix
Hy & Zels Superstore
IGA
IGA Shoppers Drug
Intermarche
Knechtels Mart
Pharmaprix
Foodland Sobeys
Provigo
Kwikway • ATLANTIC
Sobeys
Loblaws CANADA
Super C
Mike Dean's Maxi Loblaws Co-op Atlantic
No Frills Membres Real Atlantic
Price Chopper Acheteurs Superstore
Pusateri's Loblaws Sobeys
Sobeys Metro Super Value
Super C Wal-Mart
Valumart Zellers
Wal-Mart
• WESTERN
40. Top Frozen Dessert Brands, 2007
($ mil.) Share
Weight Watchers $37.78 7.02%
Nestle Drumstick 33.01 6.13
Klondike 29.17 5.42
The Skinny Cow 25.63 4.76
Private label 73.23 13.60
Other 339.50 63.07
Brands are ranked by sales at supermarkets, drug stores and mass merchandisers
(excluding Wal-Mart) for the 12 weeks ended November 4, 2007.
Source: Refrigerated & Frozen Foods Retailer, Dec. 2007, p. S81 from Information
Resources Inc.