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class_5_Annies_ presentation_9_9_10

class_5_Annies_ presentation_9_9_10 - Innovation Process...

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Innovation Process UGBA 167 Product Management Haas School of Business 9 9 10
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Real Authentic Trusted Agenda Real, Authentic, Trusted I. Who is Annie’s? II. Innovation Process III C St di III. Case Studies – o Big Idea ‐‐ Fruit Snacks o Optimization ‐‐ Cereal 2
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Real Authentic Trusted First, a little about me… Real, Authentic, Trusted 3
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Real Authentic Trusted Annie’s Early Days Real, Authentic, Trusted B ith th d i t i f ili h h lth Annie’s Homegrown founded in ‘89 by Annie Withey Began with the desire to give families everywhere healthy alternatives to traditional comfort foods. Goal was to do everything differently from mainstream to show by example that a successful business can also be socially responsible 9 ingredients you’d find in a kitchen vs. those made in a lab 9 white cheese vs artificially colored orange cheese 9 purple box vs. blue box 9 grassroots evangelism vs. advertising 9 socially responsible 4 9 green
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Real Authentic Trusted Annie’s Brand Growth Real, Authentic, Trusted 1998 2010 Market Position: Market leader in one category #1 in ten natural & organic categories >$100 Million <$5 Million Revenue: Distribution: Primarily natural & organic channel Mainstream grocery, club, mass, and natural & organic channels Categories: 2005 2003 5 2005 2007 2008 2009
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Real Authentic Trusted How has Annie’s grown successfully? Real, Authentic, Trusted 1 Strong Values 1. 2. Eat Responsibly 3. Act Responsibly 4. Share our Story 5 Continuous Improvement – 5. Journey 6
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Real Authentic Trusted R&D/Innovation Strategy Real, Authentic, Trusted Enter 1 2 new categories (“Big Ideas ”), to position h b d f i ifi h the brand for significant growth Continue to focus on Smart Extensions (new, channel appropriate packages of existing skus, as well as flavor extensions in key categories) C ti t O ti i li t b t Continue to Optimize core lines to be sure we stay ahead of competition 7 9/14/2010
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Real Authentic Trusted New New Product Development Process Product Development Process Real, Authentic, Trusted Starts with Annie’s Philosophy Validate with Consumers/ Customers Select Superior Manufacturing Partners Formulate with the Best Ingredients 8
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Phase 1: Brand Philosophy 9
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Real Authentic Trusted Annie’s Homegrown Philosophy Real, Authentic, Trusted Foods that Kids and Families Love Nutrition and Goodness Parents Appreciate Built with Bernie’s Fun Spirit in mind 10 10
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Real Authentic Trusted Annie’s Naturals Philosophy Real, Authentic, Trusted Targeted to Women Gourmet & Culinary Inspiration Quality Ingredients Mainstream with a Twist 11
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Phase II: Consumer & Customer Validation 12
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Real Authentic Trusted Consumer Validated Real, Authentic, Trusted “Expert” panel >4,500 consumers Annie’s Consumers, sourced from Newsletter recipients >50,000 Homegrown users >8,000 Naturals users Augment with General Pop sample as needed Concept Tests Central Location Tests & IHUTs 13 Concept Tests, Central Location Tests & IHUTs (In Home Use Tests) 13
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Real Authentic Trusted Customer Validated Real, Authentic, Trusted
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