Ready to Bake Cookie Dough Amanda Budde Ashley

Ready to Bake Cookie Dough Amanda Budde, Ashley Butler, Nicole Fernandez, Katie Lawo, Marvin Saccucci, Gretchen Wiesemann

Refrigerated Cookie Line: • “A little bit of fun is rolled up into every roll of Pillsbury Refrigerated Cookie Dough. The recipe possibilities for cookies, bars, and desserts are endless! There's no measuring and no mixing just creativity!” • Available in 3 flavors – Chocolate chip – Sugar Cookies – Peanut Butter

Holiday Cookies: • Sugar cookies with a colored shape in the middle available for different holidays, or seasonally • Shapes included in the Spanish line – Valentine Hearts – Reindeer, Christmas Tree, Snowman – Easter, Bunny – School Bus • Expand to Spanish Holidays • Introduce other Pillsbury easy to make products – Pie crusts, Biscuts, Breads, Cinnamon rolls, Pizza crusts

Products:

Why are they appealing? • Spanish culture calls for many baked goods and pastries, including at breakfast time • Fresh when you need them • “Easy to Do” Concept – Slice and bake – shortened preparation time • Preheat oven to 177º C (350º F) • slice the roll horizontally to make rounds (shapes) or spoon the dough into balls • place onto ungreased cookie sheet • bake for 10 14 minutes

Presence in Spain:

Spanish Factory: • Harnessing wind power in Spain – Saves € 125, 000 ($175, 000) per year in costs and reduces carbon dioxide emissions by more than 6, 000 tons. – Now gets 100% of electricity and 1/3 of overall energy from renewable sources. • A savings of 170, 000 kilowatts per year in electricity by reducing the load on air compressors. • Water consumption is down 58 percent over the past five years. • Waste sent to landfills is down 67 percent thanks to an improved recycling system.

U. S. Company Facts: • Incorporated: 1869 as the Pillsbury Flour Mills Company • Employees: 27, 300 • Sales: $7. 4 billion • Acquired by General Mills in 2001 • Daily consumption: 5 million cookies

General Mills U. S. Retail Net Sales by Division: 2010 Fiscal Year 2009 2008. . . . . . . . . Big G $ 2, 382. 2 $ 2, 259. 5 $2, 028. 0 Meals 2, 168. 2 2, 157. 1 2, 006. 1 Pillsbury 1, 883. 8 1, 869. 8 1, 673. 4 Yoplait 1, 504. 2 1, 468. 9 1, 293. 1 Snacks 1, 326. 9 1, 246. 6 1, 197. 6 Baking Products 854. 8 850. 7 723. 3 Small Planet Foods and other 203. 4 199. 5 150. 5 . . . . . . . . . Total $10, 323. 5 $10, 052. 1 $9, 072. 0

Advertising in the U. S: In fiscal 2010, Pillsbury’s worldwide advertising and media spending reached $908 million, a 24 percent increase over the prior year. Since 2007, their annual media investment has increased by more than $400 million TV advertising accounts for the largest portion of investment Developed websites, such as Tablespoon. com, that appeal to key consumer groups.

The Pillsbury Doughboy • Born on March 18 th, 1965 in Minnesota • Poppin’ Fresh • Commercials from 1965 2004 • Returned in 2011 • Best known for his giggle when poked in the stomach • Had starred in more than 600 commercials for more than 50 of Pillsbury’s products

The U. S. Cookie Market Type of Cookies Eaten in Household, February 2007 March 2008 Base: 18, 601 adults aged 18+ whose household eats ready to eat cookies SOURCE: MINTEL/SIMMONS NCS

Consumer Statistics: • About three in four adults bought pre packaged cookies in the past month, by far the most of any cookie form. • Fifty eight percent of respondents eat cookies less than once a week. Consumption is highest for over 65 s. • Adults aged 18 – 44 are very interested in trying new cookie types and flavors, but interest fades after age 45. • Women are somewhat more likely than men to experiment with types, flavors and brands. Health and Other Attributes of Interest to Cookie Buyers by Gender, August 2008 Base: 1, 870 adults aged 18+ who eat cookies SOURCE: MINTEL http: //www. specialtyfood. com/news trends/featured articles/market trends/the cookie market/ • Under 45 s are significantly more likely than over 45 s to buy fresh baked cookies or pre made dough. • Half of adults aged 18 – 24 binge on sweets, snack a lot and buy the cookies they like the best rather than the healthiest choice. This makes this segment an ideal target market for cookies.

Spain as a Market: • Eat sweets/ cookies for breakfast • Retail volume sales were expected to increase by 5% and 3% respectively in 2010= Growing Market • High unemployment and economic uncertainty encourages Spanish consumers to turn to more affordable indulgence products. • Current home snacking trend in Spain – Consumers eat at home instead of going to coffee shops and bars. – Our product can be made easily at home, but provide consumers with fresh baked cookie taste.

Competitors:

Similar Spanish Products: • • • La Cocinera by Nestle • Bread • Muffins Croissants • Doughnuts • Milk bread • Sobaos Puff Pastry Cream filled croissant Sponge like cakes Chocolate covered/filled pastries Tortas Brioche Churros

Production: • Produce Locally – General Mills Iberica S. A. U, Madrid, Spain – General Mills Plant, San Adrian, Spain • Expand plant if necessary • Not a high production cost • Ingredients available locally • Can be produced anywhere – Doesn’t require special process of equipment

Packaging: • Translate into Spanish – Instructions – Ingredients/ Nutrition Information – Allergy Warnings • Convert measurement t Metric: – Fahrenheit to Celsius – Ounces to Grams

Shipping Cost: • Local vs. International – Local trucks travelling short distances – International boats, planes, trucks, trains, etc. over long distances • Dough has to be refrigerated • Special containers=higher cost • General Mills already has equipment (Haagen Dazs)

Distribution: • Easily done locally • General Mills already has trucks/ routes/ contacts established • Grocery Stores

List of Ingredients: • Enriched Flour Bleached – (wheat flour, niacin, iron, thiamin, mononitrate, riboflavin, folic acid) • Sugar • Chocolate Flavored Chips – (sugar, partially hydrogenated palm kernel oil, cocoa processed with alkali, dextrose, soy lecithin) • Partially Hydrogenated Soybean and/ or Cottonseed Oil • Water • Contains 2% or less of: – Molasses, wheat protein isolate, baking powder (baking soda, sodium aluminum phosphate), salt, eggs, artificial flavor, nonfat milk • CONTAINS WHEAT, EGG, SOY AND MILK INGREDIENTS.

• Price: € 3. 85 per 510 g package

Price comparison for Packaged products in Spain: • Box of Oreos – € 2. 25 • Chips Ahoy – € 2. 49 • Principe Small Package – € 1. 10 • Cuetara/Gullon – € 1. 20 € 2. 38

Selling Price: • U. S Selling Price – $3. 15 per package $ • Estimated Spanish Selling Price – € 3. 00 per package

Promotion: • Strategy? – Push vs Pull • Advertising – Budget • • Web Sites T. V. Radio Print Media

Example of Advertising: http: //www. youtube. com/watch? v=p_kl 2 V c 9 c. Mw

Social Media Strategy:

Personal Selling • Give Demonstrations – In Store – Samples • Sales Promotions – Contests – Discounts • Public Relations – Long Term Relationships