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…
Russell Davies Online
School for Account
Planning
Assignment Number One
November 4, 2005
russell davies:
You have my
attention
No one goes shopping
for baked beans.
russell davies:
And there’s a
legitimate
insight. Good
start.
No one goes shopping
for baked beans.
People shop for dinner.
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.
We need to offer consumers
something they can’t
currently get.
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.
We need to offer consumers
something they can’t
currently get.
An easy, convenient dinner
option that is also nutritious
and flavorful.
Introducing
Ms. B’s Simple
Sides
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?
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
russell davies:
Good - but, like I
said before,
shouldn’t we launch
the beans first?
Positioning:
A product line of simple side
dishes for time-strapped parents
that care about nutrition
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.
Core Brand Essence:
Wholesome
Homemade
All-natural
Flavorful
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.
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:
Very good. I like this.
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:
Again, good stuff.
Glad you’re thinking
about this.
Merchandising
Display out of section near
fresh chicken or near the
deli section
Bundle products together
on shelf next to baked
beans
russell davies:
And this. Good.
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:
Marketing Budget
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
– Tell
the story with spot broadcast - $2MM
good things, but I
Drive trial with a free standing newspaper insert with an offer
wish it was–a little
less conventional
for for
$2 off when you buy all four - $1.5MM
such a potentially
– Educate consumers about Ms. B’s wholesome approach
unconventional
product.
Target parents in 5-10 opportunity markets with
an awareness & trial campaign
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:
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.
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:
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.
Thank You