Allison Yacono Anthony Sledge Brandon Singletary Taylor Gleason

Transcription

1 Allison Yacono Anthony Sledge Brandon Singletary Taylor Gleason

2 WHO S THE REAL BLUE BOX

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4 CURRENT SITUATION - 100th Anniversary - Owned by New World Pasta - Competing with Barilla - Down in sales 2.2% from All about healthy pasta

5 Ronzoni highlights only their healthy brands and not their original pasta.

6 $$$$ PLANOGRAM PLANOGRAM $$$$ $$$ $$$ $$ $

7 BRAND MATRIX HEALTHY We need to capture the extremely healthy and accessible market. As a brand, Ronzoni is almost there. UNACCESSIBLE ACCESSIBLE UNHEALTHY

8 NEW STRATEGY - Changing the way you look at pasta - Healthy, classy, affordable - Recharge the brand - Maximize our opportunity to engage with our customers

9 TARGET: Meet Average Joe - Average Joe is an upcoming business man - He works long days and prefers to make quick meals when coming home from work - Average Joe already lives a fairly healthy lifestyle - He has removed simple pasta from his life because he believes he can t have it.

10 Average Joe s Interests

11 What Does Joe Eat?

12 WHAT YOU THINK PASTA IS A gut that hangs over your favorite jeans. A deadbeat carb that can t find its purpose in life. A health nut's worst enemy in the kitchen. A filler that can feed the whole dorm for a week.

13 THE RONZONI REALITY A sharp brain to keep each year wiser than the last. A keen eye to watch the fruits of your labor ripen. A healthy heart that loves decade after decade. A thick skin to bear what the world throws at you. Ronzoni, to us, means life.

14 LOGO REVAMP NEW CURRENT

15 PACKAGING REVAMP CURRENT

16 NEW

17 BOXES Each version of pasta Ronzoni has (gluten free, healthy harvest) will get their own color bar and pattern that would carry to the different types of pastas it goes with.

18 PLANOGRAM PLANOGRAM

19 AD CAMPAIGN The ad campaign is loosely based on our manifesto. Each ad will be what pasta is or what pasta is not to reinforce the idea that Ronzoni really is a healthy option.

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21 SOCIAL MEDIA

22 IN STORE

23 PARTNERSHIPS

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25 IN STORE PROMO We really want to emphasize the healthy lifestyle. Having customers interact with a stationary bike in order to get a coupon for a free box of Ronzoni is a great way for them to relate our brand to health.

26 Continuing the healthy lifestyle, this instore promo is another version of exercise for a coupon. Customers will step on the mat and press a button for a randomized exercise. They must complete the exercise for a coupon.

27 100TH ANNIVERSARY REVAMP CURRENT

28 NEW Incorporate social media more and let the public be part of your celebration by hanshtaging #Zoni100

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31 NEW PRODUCT We want to promote portion control in an easy way with prepackaged single serving of pasta and sauce that is low in calories and high in nutrients.

32 ONE MORE THING Another way to promote proper serving sizes is by partnering our pasta with a pasta measuring tool. We will put these next to our pastas in the aisles, and have a buy Ronzoni spaghetti take half off the pasta measurer promotion.

33 NEXT STEPS Begin new anniversary social media campaign Ship out aisle banners to stores nation-wide Contact food network producers and find blog writers for partnerships Begin production of new boxes Purchase bikes and exercise randomizer boxes

34 ANY QUESTIONS?