G2P Brand Pyramid Activity Lesson Plan

Learning Objectives: The learner will be able to understand the elements of the brands. The learner will be able to use their knowledge of the brands to represent

and advocate them in the market.

Intent: Show new DSRs the relationship of the elements of the three brands.

Materials (for 2 groups of 5-10): 11 red notecards (cut construction paper in half) 11 yellow notecards (cut construction paper in half) 10 sharpies or expos Tape Flip chart

Instructions:Preparation: Answers for questions are included in the training workbook. Draw the pyramid on the first page of this lesson plan (to the best of your ability) on a flip chart page. Place tape on the spaces where the cards need to be placed inside the outline.

Activity:

Split DSRs into groups. Each group gets 11 notecards (red for LD, yellow for Sunbelt) and adequate number of sharpies/expos. Ask the DSRs read the instructions in the workbook, then to look through the answers and write them on their cards.

When they are finished filling out the cards, the facilitator goes to the front of the room and explains the three areas of the outline (all of our competitors have these, this is who we are, this is why we are different). As the facilitator finishes explaining an area, he or she will call on the DSRs to place their card on the pyramid in the appropriate place.

After the pyramid is filled out, explain to them that they have just completed a professional brand pyramid and that it is what companies use to understand their brand and differentiate it from the competition.

Workbook Materials

INSTRUCTIONS:

Red cards are for Little Debbie and Yellow cards are for Sunbelt.

For each card there is a question that needs to be answered. Look through the questions and answers below to find the answer to the question for the card. After you find the answer, write it on the back of the card.

When you are finished, as a class we will build a shape from everyone’s cards, so write legibly.

Little Debbie Brand

Who are our competitors? Baked Sweet Goods Category: Hostess, Entenmanns, Tastykake, Private Label, and Bon Appetit

Who do we target? Widely targeted at the great middle class market

What do our customers want? Fresh cakes that taste good

What are our products like? Wide variety of baked sweet goods including baked and fried products. The products come in various formats appropriate for various channels.

What else helps our products? Little Debbie has 96% brand awareness nationally. The Little Debbie portrait brand logo is an iconic American brand.

What do our products do? They fulfill 2 key need states: “Craving” and “I’m Starving”

How do our products make you feel? Rewarded

What is the personality of the Little Debbie Brand? Female, Wholesome/Traditional, Family-oriented, Homemaker, Lives in Midwest, Good neighbor, Dependable/Trustworthy/Reliable

What is our slogan? Unwrap a Smile

Why buy Little Debbie? Because for people looking for a bake shop in a box, Little Debbie products are the bakery goods that always deliver a smile.

Core? Delivering a smile through taste and freshness

Sunbelt Brand

Who are our competitors? Snack Bar Category: Quaker Oats, Nature Valley, Nutri-Grain

Who do we target? Middle-income households with shoppers under the age of 49, with or without kids under 18 in the household.

What do our customers want? Bakery-fresh Taste

What are our products like? Whole grain snacks with no preservatives that are great tasting and better for you.

What else helps our products? Areas with established distribution channels are competitive through efficiency.

What do our products do? They fulfill 3 key need states: “Craving,” “I’m Starving,” and “Favorite Routine”

How do our products make you feel? Sunbelt products are nutritious snacks that customers feel good serving and eating.

What is the personality of Sunbelt? The brand is associated with innocence, goodness, and wholesome values.

What is our slogan? Bakery-fresh Taste

Why buy Sunbelt? Preservative free snacks that customers love eating and serving to others.

What is Sunbelt about in 1 sentence? Bakery-fresh Taste