Published on January 16, 2008
Russell Davies Online School for Account Planning: Russell Davies Online School for Account Planning Assignment Number One November 4, 2005 russell davies: Important point: I decided to make all these documents as anonymous as possible. In doing that I made this one a lot less attractive than it originally was. Apologies for that. The content’s still there but it doesn’t look as good. Which is a shame because it’s good-lookingness was important. Anyway… No one goes shoppingfor baked beans. : No one goes shopping for baked beans. russell davies: You have my attention No one goes shoppingfor baked beans. : No one goes shopping for baked beans. People shop for dinner. russell davies: And there’s a legitimate insight. Good start. How can a new product break in to a grocery aisle that barely registers in the first place?: How can a new product break in to a grocery aisle that barely registers in the first place? By disrupting the market with a brand offering that is different, not just another new product.: By disrupting the market with a brand offering that is different, not just another new product. We need to offer consumers something they can’t currently get. : We need to offer consumers something they can’t currently get. We need to offer consumers something they can’t currently get. : We need to offer consumers something they can’t currently get. An easy, convenient dinner option that is also nutritious and flavorful. russell davies: Excellent. You’re taking me on a bit of a journey. Though are you sure they can’t get this already? Never mind. I’m buying it. Introducing Ms. B’s Simple Sides: Introducing Ms. B’s Simple Sides Product Offering:: Product Offering: All the sides you need for a wholesome dinner without a lot of time to prepare it Ms. B’s Simple Sides: Brown Sugar Baked Beans Red Cabbage* Coleslaw Southern Style Green Beans White Cheddar Mac & Cheese *Red Cabbage is higher in fiber russell davies: I like the idea and the ambition but aren’t you running before you can walk? We want to launch just the one thing (and it took 20 years to develop that) - should we already be talking about a range? Positioning:: Positioning: A product line of simple side dishes for time-strapped parents that care about nutrition russell davies: Good - but, like I said before, shouldn’t we launch the beans first? Core Brand Essence: : Core Brand Essence: Wholesome Homemade All-natural Flavorful russell davies: I know this core brand essence stuff is useful and professional but I always worry about its value. Are these values particularly differentiating? Isn’t this what almost everything in the grocery store stands for (on their mission statement at least)? If you’re going to do this you have to throw something distinctive and unexpected in there, something people might actually notice and care about. Brand Story: : Brand Story: Ms. Dorothy Boodle has been making nutritious home cooked meals for her Tennessee school children for the last twenty years. After years of experimenting, no one knows how to please a fussy eater better than “Ms. B” (as she’s known at school) russell davies: Brand story - good idea. I like this. Again, though, could it be a little less bland? What would 20 years of experimenting feel like? There’s potentially real drama in this story and I’m not feeling it from this. Packaging: : Packaging: Clear glass mason jars and the look of handwritten labels evoke homemade goodness and quality ingredients As Ms. B says, “There’s nothing in my Simple Sides to hide behind aluminum.” russell davies: Very good. I like this. Merchandising: Merchandising Display out of section near fresh chicken or near the deli section Bundle products together on shelf next to baked beans russell davies: Again, good stuff. Glad you’re thinking about this. Price Strategy:: Price Strategy: Charge at least $1.00 more than Heinz Baked Beans Offer $1 off instant refunds to generate trial at launch Offer $2 mail-in rebate on dinner (all four sides at the same time) russell davies: And this. Good. Marketing Budget: Marketing Budget Target parents in 5-10 opportunity markets with an awareness & trial campaign Tell the story with spot broadcast - $2MM Drive trial with a free standing newspaper insert with an offer for $2 off when you buy all four - $1.5MM Educate consumers about Ms. B’s wholesome approach through public relations - $500K Generate buzz about the taste and flavor through product sampling at premium grocery stores and city food events - $500K In-store promotions and point-of sale $2500K Partner with a premium chicken brand to sponsor feed the homeless events at school cafeterias with student volunteers serving chicken dinners with Ms. B’s sides- $250K russell davies: Very advertising led. Competent but a bit old school. Isn’t there a better way of doing this than spending all that money on ads? I like the mixture of stuff, you’ve thought about good things, but I wish it was a little less conventional for such a potentially unconventional product. Sustain Momentum:: Sustain Momentum: Launch Ms. B’s Simple Sides cornbread and biscuit mixes and cinnamon apple sauce once the brand has been successfully launched russell davies: You never rest do you? Very ambitious. I think if we did all you’ve outlined we’d like to have a break before getting Ms B working on the cornbread. Thank You: Thank You russell davies: Thank you. Lots of good thinking in here. Very thorough and concisely presented. My only concern might be the relatively conventional approach. If Boodles are going to stand a chance they need to breakthrough, be different and distinctive - and the most remarkable thing about them is Ms B’s story and her 20 years of endeavour which you slightly underplay.