GlutenFree Cookie Dough Presented by Whitney Chadwick Chris
Gluten-Free Cookie Dough Presented by: Whitney Chadwick, Chris Holle, Erin Howard, & Brittanie Turner
Agenda • • Background SWOT Analysis The Product Market Trends, Needs, & Segments • Target Markets • Market Growth & Objectives • Value & Product Position • Competition • Marketing Mix • Financial Plan • Conclusion & Questions
Background • Initiated in a 1905 merger of the Anglo-Swiss Milk Company, and the Farine Lactée Henri Nestlé Company • More than 2, 000 brands with 330, 000 employees worldwide • Products include: baby food, coffee, snacks, dairy products, ice cream, pet food, etc. • Objective: Be primary leader in nutrition, health, and wellness
SWOT Analysis Strengths: -Unmatched Product and Brand Portfolio -R&D Capabilities -Distribution Potential -Expansion Aptitude Opportunities: -Enter Nutritional Snack Market -Acquire Health-Based Startups -Establish New Joint Ventures Weakness: -Inconsistent Quality -Nestlé Toll House E. Coli. Recall Threats: -Food Contamination Liabilities -Trends Toward Healthy Eating -Cost of Raw Materials -Growth of Private Labels
The Product • Ingredients and Nutritional Factors – Teff Flour • Cheap Gluten-Free Option • Added Nutrional Value: Protein, calcium, and iron • Different Packaging Types – – Cookie Bar Dough Cylinder Tube Mini Cookie Bar Dough Tub • Customer Satisfaction Guarantee – Increase Quality
Market Needs • 18 percent of the U. S. population prefer and buy glutenfree products Health Cost Flavor
Market Trends • 3 million Americans diagnosed with celiac disease • 18 million Americans suffer from gluten sensitivity • Nearly 50 percent of those surveyed they or someone they know has celiac or other gluten-intolerance
Market Segments • Geographics – U. S. Focus – West coast – $2. 3 billion global market worth • Demographics – Focus on celiac and other gluten intolerances • Psychographics & Behavioral – Gluten conscious
Target Market • • Mothers Demographic Gluten Intolerant Demographic 30 to 40 age range • Celiac disease Health conscious • Other gluten intolerances Leads active lifestyle Values time by use easy • 44 million U. S. consumers and convenient products
Market Growth • 1 in 133 Americans have celiac disease • The appearance of allergen-related claims such as “gluten-free” on restaurant menus has increased by 200 percent • $15 billion of gluten-free food category to be generated in annual sales by 2015 • Household purchases double from 5 percent in 2010 to 11 percent in 2013
Marketing Objectives • Healthy product for celiacs and gluten intolerances • Gluten Intolerance awareness – 10% of all profits to Celiac Central • Sale price will not surpass $5 • Reach both supermarkets and health food stores
Value Proposition • A healthy product for consumers – Celiacs, gluten-intolerances • • Allergy free product Offered in a variety of chain and health food stores Affordable Awareness
Product Proposition Price Benefits More The same Less More for more More for the same More for less The same for less Less for much less
Competition Brand Name Niche Market Gluten-Free Market • Pillsbury • Kellogg – Gluten-free chocolate chip cookie dough • Betty Crocker – Gluten-free cereals • Pamela’s Products – Gluten-free cookie, cake, and brown dough dry mixes – Gluten-free snack products: cereals, health bars, cookies, chips, etc.
Marketing Mix • Distribution – Nestlé’s Current Distribution Method – Micro-Distributors • Pricing – Current Cookie Dough Products: $3. 99 – Gluten-Free Cookie Dough Products: $4. 03 • Marketing Communication - Advertising - PR - Sales Promotion - Direct Marketing - Social Media Networking
Financial Mix • Sales price $5 • Variable Costs – Ingredients $2. 45 – Packaging $0. 10 • Net profit $2. 45 per unit • Fixed costs $6. 4 million • Break even units: – Monthly: 217, 000 – Annually: 2. 6 million
Conclusion & Reflection Market Trends Market Needs • 3 million with celiac • 18 million with gluten intolerance • Health, cost, flavor Gluten-Free Cookie Dough Product
Gluten-Free Cookie Dough Any Questions?
References • • • • Amidor, T. (2014, April 21). Hello gluten-free, goodbye organic? Retrieved From http: //health. usnews. com/health-news/blogs/eat-run/2014/04/18/hello-gluten-free-goodbyeorganic Belt, C. (2014). What does public relations exposure cost? . Retrieved from http: //smallbusiness. chron. com/public-relations-exposure-cost-22390. html CBS News. (2014). Nestlé recalls cookie dough over Illnesses. Retrieved from http: //www. cbsnews. com/news/Nestlé-recalls-cookie dough-over-illnesses/ European Food Information Council. (2014). Coeliac disease on the rise in Europe. Retrieved from http: //www. eufic. org/article/en/artid/Coeliac-disease-on-the-rise-in-Europe/ Kannall, E. (n. d. ). What are the benefits of eating gluten-free? . Retrieved from http: //healthyeating. sfgate. com/benefits-eating-glutenfree-6211. html Kellogg Company. (n. d. ). Cereal: the complete story. Retrieved from http: //www. kelloggcompany. com/content/dam/kelloggcompanyus/PDF/Cereal. The. Complete. Story_FINA L. PDF Kotler, P. & Armstrong, G. (2014). Principles of marketing. Upper Saddle River, New Jersey: Pearson. National Foundation for Celiac Awareness. (2014). Celiac disease: fast facts. Retrieved from http: //www. celiaccentral. org/celiac-disease/facts-and-figures/
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