1. Gluten-Free Cookie Dough
Theme will be changed
People add descriptive comments for your own slides by Wednesday.
Whitney will generate script by friday night (NO LATER)
PRACTICE
Monday meet for group practice
Cookie Dough
Presented by: Whitney Chadwick, Chris Holle, Erin Howard, & Brittanie Turner

2. Agenda Background Market Growth & Objectives SWOT Analysis
Value & Product Position
The Product
Competition
Market Trends, Needs,
Marketing Mix
& Segments
Financial Plan
Target Markets
Conclusion & Questions

3. Background
Initiated in a 1905 merger of the Anglo-Swiss Milk Company, and the Farine Lactée Henri Nestlé Company
More than 2,000 brands with 330,000 employees worldwide
Products include: baby food, coffee, snacks, dairy products, ice cream, pet food, etc.
Objective: Be primary leader in nutrition, health, and wellness
Henri Nestle Company started in 1866 as a baby food company. In 1905 they merged with Anglo Swiss Milk Company to form Nestle as it is known today.
Currently, Nestle has over 2,000 brands and over 330,000 employees in 84 countries with 32 manufacturing locations.
Nestle’s current products include baby food, coffee, snacks, cookies, and many other items.

4. SWOT Analysis Strengths: Weakness: Threats: Opportunities:
-Unmatched Product and Brand Portfolio
-R&D Capabilities
-Distribution Potential
-Expansion Aptitude
Weakness:
-Inconsistent Quality
-Nestlé Toll House E. Coli. Recall
Opportunities:
-Enter Nutritional Snack Market
-Acquire Health-Based Startups
-Establish New Joint Ventures
Threats:
-Food Contamination Liabilities
-Trends Toward Healthy Eating
-Cost of Raw Materials
-Growth of Private Labels
Strengths:
As stated in the background our strengths include an unmatched product portfolio of over 2,000 brands. Investments include $1.5 mil annually in R&D. As well, Nestle maintains 32 manufacturing center and 5 distribution channels. This reinforces their incredible distribution potential. Furthermore, Nestle continually acquired new companies to further their brand and distribution.
Weaknesses:
Major issue includes the inconsistent quality such as packaging mislabeling. Nestle recalled recently recalled an ice cream because it was mislabeling saying it did NOT contain peanuts when in fact it did. This decreases consumer trust in the company’s ability to provide safe products. As well the e.coli. issue within the toll house brand will make producing a gluten-free cookie difficult due to the clean up requirements. In an article published by the FDA on July 13, 2009, the FDA found positive samples of the bacteria E. Coli inside Nestlé Toll House cookie dough products. Although Nestlé recalled the products, it still affected 76 people from over 31 different U.S. states in which 35 people have been hospitalized.
Opportunities:
current health trends in america---> enter health market
Acquire health-based startup (acquisition success rate is extremely high)
Joint venture within the gluten-free market
Threats:
food contamination liabilities due to mislabeling (possible lawsuits)
growing health snack trends
cost of raw material (25% increase in milk product, 2012)
growth of private labels generates increase competition.

5. The Product Ingredients and Nutritional Factors
Teff Flour
Cheap Gluten-Free Option
Added Nutrional Value: Protein, calcium, and iron
Different Packaging Types
Cookie Bar Dough
Cylinder Tube
Mini Cookie Bar Dough
Tub
Customer Satisfaction Guarantee
Increase Quality

6. Market Needs Health Flavor Cost
18 percent of the U.S. population prefer and buy gluten-free products
Health
Flavor
Cost

7. Market Trends 3 million Americans diagnosed with celiac disease
18 million Americans suffer from gluten sensitivity
Nearly 50 percent of those surveyed they or someone they know has celiac or other gluten-intolerance

8. Market Segments Geographics Demographics Psychographics & Behavioral
U.S. Focus – West coast
$2.3 billion global market worth
Demographics
Focus on celiac and other gluten intolerances
Psychographics & Behavioral
Gluten conscious
For our geographic market segment, we plan on launching this product first in the U.S. While Europe does have an astounding growth for celiac disease and gluten-intolerances, this product needs to first be tested before a worldwide release.

9. Gluten Intolerant Demographic
Target Market
Mothers Demographic
Gluten Intolerant Demographic
30 to 40 age range
Celiac disease
Health conscious
Other gluten intolerances
Leads active lifestyle
44 million U.S. consumers
Values time by use easy and convenient products
First, Nestlé Global should market to the Mothers demographic. This group consists of mothers ranging from mid 30s to 40s, leading active lifestyles, thus value their time by using easy and convenient products. They will want our product for the nutritional improvements, convenience it provides, as well the given perception of homemade cookies. Furthermore, the brand message should include the benefits our research has identified due to growing health trends. Playing up the healthier alternative to families reinforces in current consumers minds the product advantages.
Nonetheless, Nestlé major target market will focus on people with celiac disease or other gluten intolerances. Targeting people with celiac disease (and other gluten intolerances) within the U.S. accommodates the 44 million untouched gluten-free consumers (The Gluten-Free Agency, 2014). Moreover, this product will allow them to have a healthy and delicious snack in which meets dietary restrictions. Advertisements will be similar to those focused on the Mothers demographic, playing up product benefits. Nestlé’s market goal will be to offer consumers healthy, flavorful, and affordable gluten-free cookie dough as the health trends throughout America continue to grow.

10. Market Growth 1 in 133 Americans have celiac disease
The appearance of allergen-related claims such as “gluten-free” on restaurant menus has increased by 200 percent
$15 billion of gluten-free food category to be generated in annual sales by 2015
Household purchases double from 5 percent in 2010 to 11 percent in 2013

11. Marketing Objectives
Healthy product for celiacs and gluten intolerances
Gluten Intolerance awareness
10% of all profits to Celiac Central
Sale price will not surpass $5
Reach both supermarkets
and health food stores
Our objectives for the product is to provide a healthy product to all individuals, including those that have celiacs disease or other gluten intolerance.
It is also in our best interest to increase awareness for gluten intolerance. This would be done by donating x% of profits to Celiac Central

12. Value Proposition A healthy product for consumers Allergy free product
Celiacs, gluten-intolerances
Allergy free product
Offered in a variety of chain and health food stores
Affordable
Awareness
Our product offers healthy product for all consumers, including those with celiacs disease and gluten intolerances.
This product is aimed at being allergy and gluten free and also being offered in both chain and health food stores.
$5 for the product, very affordable for consumers
Bring awareness for gluten intolerances

13. Product Proposition More for more More for the same More for less
Price
More
The same
Less
Benefits
More for more
More for the same
More for less
The same for less
Less for much less

14. Brand Name Niche Market
Competition
Brand Name Niche Market
Gluten-Free Market
Pillsbury
Kellogg
Gluten-free chocolate chip cookie dough
Gluten-free cereals
Pamela’s Products
Betty Crocker
Gluten-free snack products: cereals, health bars, cookies, chips, etc.
Gluten-free cookie, cake, and brown dough dry mixes
Within the niche market of gluten-free prepackaged cookie dough products, a few competitors are notable. One of the competing firms, Pillsbury, makes gluten-free chocolate chip cookie dough, and Betty Crocker also produces a few gluten-free cookie dough dry mixes. Both organizations are owned by General Mills, but operate independently. Nonetheless, in the general gluten-free snack market competition would include several gluten-free items: cereals, pre-baked cookie dough, health bars, and chips etc. Some major competitors in the gluten-free snack market are companies like Kellogg and Pamela’s Products.
Key points in 4P’s:
Price varies between reseller
Sold to Major Grocery Chains and Leading Retailers
Market toward modern families, mothers demographic, and health food market

15. Marketing Mix Distribution Pricing Marketing Communication
Nestlé’s Current Distribution Method
Micro-Distributors
Pricing
Current Cookie Dough Products: $3.99
Gluten-Free Cookie Dough Products: $4.03
Marketing Communication
Advertising
Direct Marketing PR
Social Media Networking
Sales Promotion

16. Financial Mix Sales price $5 Variable Costs Net profit $2.45 per unit
Ingredients $2.45
Packaging $0.10
Net profit $2.45 per unit
Fixed costs $6.4 million
Break even units:
Monthly: 217,000
Annually: 2.6 million

17. Conclusion & Reflection
Market Trends
3 million with celiac
18 million with gluten intolerance
Market Needs
Health, cost, flavor
Gluten-Free Cookie Dough Product

18. Gluten-Free
Cookie Dough
Any Questions?

19. References
Amidor, T. (2014, April 21). Hello gluten-free, goodbye organic? Retrieved
From
Belt, C. (2014). What does public relations exposure cost?. Retrieved from
CBS News. (2014). Nestlé recalls cookie dough over Illnesses. Retrieved from
dough-dough-over-illnesses/
European Food Information Council. (2014). Coeliac disease on the rise in Europe. Retrieved
from
Kannall, E. (n.d.). What are the benefits of eating gluten-free?. Retrieved from
Kellogg Company. (n.d.). Cereal: the complete story. Retrieved from
Kotler, P. & Armstrong, G. (2014). Principles of marketing. Upper Saddle River, New Jersey:
Pearson.
National Foundation for Celiac Awareness. (2014). Celiac disease: fast facts. Retrieved from
National Foundation for Celiac Awareness. (2014). Non-celiac gluten sensitivity. Retrieved
from
Nestlé. (2013). Annual report Retrieved from
documents/library/documents/annual_reports/2013-annual-report-en.pdf
Nestlé. (2014). Nutritional value chain. Retrieved from
randd/nutrition/nutritional-value-chain
Nestlé Global. (2014). Distribution. Retrieved from
nutrition/nutritional-value-chain/distribution
Nestlé Toll House. (n.d.) Products. Retrieved from
TollHouse/Products
Nestlé USA. (2014). About Us. Retrieved from
Nuts.com. (2014). Teff flour. Retrieved from
cookingbaking/grains/teff/flour.html
Pamela’s Products. (n.d.). About us. Retrieved from
Recalls, market withdrawals, & safety alerts. (2014, June 27). Retrieved from
Simmons, N. (2013). Consumers' ideas of 'healthy' foods changing. Retrieved from
Statista. (2014). Global gluten-free food market size.
The Gluten-Free Agency. (2012). Gluten-Free Market Trends. Retrieved from
The Statistics Portal. (2012, August ). U.S. gluten-free target market Retrieved from
United States Department of Labor. (2014). Wage and hour division. Retrieved from
U.S. News. (2014). Marketing manager: salary. Retrieved from
Walmart.com. (2014). All-purpose flour. Retrieved from
c/ep/all-purpose-flour
Amidor, T. (2014, April 21). Hello gluten-free, goodbye organic? Retrieved
From
Belt, C. (2014). What does public relations exposure cost?. Retrieved from
CBS News. (2014). Nestlé recalls cookie dough over Illnesses. Retrieved from
dough-dough-over-illnesses/
European Food Information Council. (2014). Coeliac disease on the rise in Europe. Retrieved
from
Kannall, E. (n.d.). What are the benefits of eating gluten-free?. Retrieved from
Kellogg Company. (n.d.). Cereal: the complete story. Retrieved from
Kotler, P. & Armstrong, G. (2014). Principles of marketing. Upper Saddle River, New Jersey:
Pearson.
National Foundation for Celiac Awareness. (2014). Celiac disease: fast facts. Retrieved from
National Foundation for Celiac Awareness. (2014). Non-celiac gluten sensitivity. Retrieved
from
Nestlé. (2013). Annual report Retrieved from
documents/library/documents/annual_reports/2013-annual-report-en.pdf
Nestlé. (2014). Nutritional value chain. Retrieved from
randd/nutrition/nutritional-value-chain
Nestlé Global. (2014). Distribution. Retrieved from
nutrition/nutritional-value-chain/distribution
Nestlé Toll House. (n.d.) Products. Retrieved from
TollHouse/Products
Nestlé USA. (2014). About Us. Retrieved from
Nuts.com. (2014). Teff flour. Retrieved from
cookingbaking/grains/teff/flour.html
Pamela’s Products. (n.d.). About us. Retrieved from
Recalls, market withdrawals, & safety alerts. (2014, June 27). Retrieved from
Simmons, N. (2013). Consumers' ideas of 'healthy' foods changing. Retrieved from
Statista. (2014). Global gluten-free food market size.
The Gluten-Free Agency. (2012). Gluten-Free Market Trends. Retrieved from
The Statistics Portal. (2012, August ). U.S. gluten-free target market Retrieved from
United States Department of Labor. (2014). Wage and hour division. Retrieved from
U.S. News. (2014). Marketing manager: salary. Retrieved from
Walmart.com. (2014). All-purpose flour. Retrieved from
c/ep/all-purpose-flour