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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eal Authentic Trusted Agenda Real, Authentic, Trusted I. Who is Annie’s? . novation Process II. Innovation Process I III. Case Studies – o Big Idea ‐‐ Fruit Snacks o Optimization ‐‐ Cereal 2
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eal Authentic Trusted First, a little about me… Real, Authentic, Trusted 3
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eal Authentic Trusted Annie’s Early Days Real, Authentic, Trusted ith th di t i f ili h hl t h Annie’s Homegrown founded in ‘89 by Annie Withey Began with the desire to give families everywhere healthy alternatives to traditional comfort foods. oal was to o everything differently from mainstream Goal was to do everything differently from mainstream to show by example that a successful business can also be cially responsible 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 cially responsible 4 9 socially responsible 9 green
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eal 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: 005 2003 2005 5 2005 2007 2008 2009
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eal Authentic Trusted How has Annie’s grown ccessfully? Real, Authentic, Trusted successfully? rong Values 1. Strong Values 2. Eat Responsibly 3. Act Responsibly 4. Share our Story ontinuous Improvement 5. Continuous Improvement – Journey 6
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eal Authentic Trusted R&D/Innovation Strategy Real, Authentic, Trusted Enter 1 2 new categories (“Big Ideas ”), to position the brand for significant growth Continue to focus on Smart Extensions (new, channel appropriate packages of existing skus, as ell as flavor extensions in key categories) well as flavor extensions in key categories) t i t t i 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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eal 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 rmulate with the Best Ingredients 8 Formulate with the Best Ingredients
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Phase 1: rand Philosophy Brand Philosophy 9
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eal 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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eal Authentic Trusted Annie’s Naturals Philosophy Real, Authentic, Trusted Targeted to Women Gourmet & Culinary Inspiration Quality Ingredients ainstream with a Twist 11 Mainstream with a Twist
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Phase II: onsumer & Customer Validation Consumer & Customer Validation 12
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eal Authentic Trusted Consumer Validated Real, Authentic, Trusted “Expert” panel >4,500 consumers Annie’s Consumers, sourced from Newsletter recipients
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class_5_Annies_ presentation_9_9_10 - Innovation Process...

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