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gravitytank internal project focused on discovering ways to innovate the spice category.
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AT WORK
SPICES
SPICES ARE RISING IN POPULARITY
U.S. SPICE IMPORTS HAVE
INCREASED
FIRST RESEARCH, SEASONING & DRESSING MANUFACTURING, 2012
100% OVER THE LAST 5 YEARS
TODAY’S PANTRY CONTAINS ABOUT
40
COMPARED WITH 10 IN THE 50’S
2010 LAWRY’S “WHAT’S YOUR FLAVOR” SURVEY
SEA SALT WAS ONCE A COMMODITY
NOW THERE ARE AT LEAST
15 DISTINCT VARIETIES
SALTWORKS.US
OVER
MINTEL, SPICES AND SEASONINGS, 2009
500 NEW SPICES AND SEASONINGS ARE
LAUNCHED EACH YEAR
project spice
GRAVITYTANK | PROJECT SPICE
The U.S. market is growing steadily, and margins are strong.
$ bi
llion
2
3
4
5
2004 2006 2008 2010 2012
U.S. Market Size, Spices and Seasonings
Source: Mintel, Spices and Seasonings
3
Spices are big business.
MARKET SIZE
!4 Billion
AVERAGE GROWTH RATE
2004-2010
!4%/yr.
IN 2009, U.S. GOURMET FOOD SALES
REACHED
!BILLION !$67
EXPLODEDFOOD CULTURE HAS
Sources: Mintel, Cooking Enthusiasts, 2011. Food Technology Magazine, 2011.
MILLION PEOPLE WATCH
COOKING SHOWS
31BY 2014,
U.S. GOURMET FOOD SALES
WILL GROW TO
!BILLION !$87
GRAVITYTANK | PROJECT SPICE
project spice
GRAVITYTANK | PROJECT SPICE
$ bi
llion
3
4
5
6
2009 2012 2014
5
Could spices grow as fast as gourmet food?
BUT SPICES ARE ONLY PROJECTED TO GROW
MINTEL SPICES AND SEASONINGS
16% OVER THE SAME
TIME PERIOD
GOURMET FOOD IS PROJECTED TO GROW
MINTEL SPICES AND SEASONINGS
30% BETWEEN 2009
AND 2014
No one comes to the spice aisle to be inspired.
WHERE IS THE SPICE IN SPICE?
GRAVITYTANK | PROJECT SPICE
We set out to make spices as exciting as food.SPICES AND FOOD ARE INTIMATELY CONNECTED
GRAVITYTANK | PROJECT SPICE
Get smart about spices and how people use them.
Mission
GRAVITYTANK | PROJECT SPICE
GRAVITYTANK | PROJECT SPICE
IN-HOME INTERVIEWS SHOP-ALONGS EXPERT INTERVIEWS IN-HOME PROTOTYPES
FRAMING THE PROBLEM
9
EVERYDAY Purchased frequently, in high volume.
Used freely, creatively & without a recipe. On the counter.
!OCCASIONAL
Purchased infrequently. Used seasonally or in specific recipes.
In the cabinet or drawer. !
RARELY Rarely or never purchased.
Rarely used at home. Purchased in prepared food/sauces.
ALL HOMES HAD THESE SPICE CATEGORIES
RARELY
OCCASIONAL
EVERYDAY
GRAVITYTANK | PROJECT SPICE
project spice
GRAVITYTANK | PROJECT SPICE
Framing the business opportunity.
11
RARELY
OCCASIONAL
EVERYDAY
INCREASE USE OF EVERYDAY AND OCCASIONAL SPICES.
RARELY
OCCASIONAL
EVERYDAY
INTRODUCE NEW SPICES.
How can we grow the spice category?
!Understand why people use spices and why they don’t.
Mission
GRAVITYTANK | PROJECT SPICE
WHY SPICE?
Spices are often what make a meal
“homemade”. !
PAIN POINTS
Spice makes or breaks a dish—cooks need control.
Spices are stale, messy and get lost in the cabinet.
!!MEET SHASHI
“I learned to cook Indian by watching my mom. I just eyeball the amounts. But with
Mexican I’m a little out of my element. I use taco seasoning from a packet [but
would rather not].”
!!!
DAILY DINING Getting food on the table with minimal fuss.
GRAVITYTANK | PROJECT SPICE
WHY SPICE?
Spices are essential to mastering a new cuisine.
!!PAIN POINTS
Don’t know what the spice does. Grocery store spices
are uninspired. Experimentation is costly.
!!MEET JENN
“Thai food is kinda the next frontier for me. I mean we love it but I don’t know how to make it. Like lemongrass—how do you use that? I don’t know but I want to.”
DISCOVERING Taking fun risks with new cuisines.
GRAVITYTANK | PROJECT SPICE
WHY SPICE?
People don’t spice, they flavor.
!!PAIN POINTS
No time to cook. Meal seems lazy and generic.
Just want flavor, not a process. !!
MEET JENNY “I cook a lot with Boca burgers and
stuff that I can throw in the microwave and maybe add a couple things to maybe
make it taste a little bit better.”
DOCTORING UP Adding flavor to prepared foods.
GRAVITYTANK | PROJECT SPICE
project spice
GRAVITYTANK | PROJECT SPICE
Insights lead to opportunity areas.
QUICK ACCESS TO FLAVOR AND VARIETY.
SHORTCUTS TO FLAVOR
ELEVATING THE SPICE CATEGORY WITH INSPIRATION
AND LOW RISK TRIAL.
PASSPORT TO THE NEW
PROVIDING CONFIDENCE, CONTROL AND EASE TO SPICING
EVERYDAY MEALS.
EVERYDAY EASE
DOCTORING UPDAILY DINING DISCOVERING
INSIGHTS
OPPORTUNITY AREAS
Create solutions to address these opportunities.
Mission
GRAVITYTANK | PROJECT SPICE
GRAVITYTANK | PROJECT SPICE
PROTOTYPING TESTING & RE-MAKING REFINING
MAKING TO LEARN
18
project spice
GRAVITYTANK | PROJECT SPICE
GROWTH STRATEGY
Opportunity areas lead to platforms.
KICKKERALAIMPRESS WITH FLAVOR
PLATFORMS
QUICK ACCESS TO FLAVOR AND VARIETY.
SHORTCUTS TO FLAVOR
ELEVATING THE SPICE CATEGORY WITH INSPIRATION
AND LOW RISK TRIAL.
PASSPORT TO THE NEW
PROVIDING CONFIDENCE, CONTROL AND EASE TO SPICING
EVERYDAY MEALS.
EVERYDAY EASE
DOCTORING UPDAILY DINING DISCOVERING
INSIGHTS
OPPORTUNITY AREAS
GROWING BEYOND THE CATEGORY.
BRINGING NEW CONSUMERS INTO THE CATEGORY.
BRINGING NEW NEWS TO THE CATEGORY.
ADDING A QUICK BURST OF FLAVOR TO GO-TO MEALS
KICK
Grow spice category by pursuing post-cooking occasions, offering unique flavors, and turning spices into an impulse purchase.
DOCTORING UP DAILY DININGINCREASE
NAMES CLEARLY DEFINE FLAVORS RATHER THAN FOCUSING ON SPICES
EASY TO DISPENSE AND LESS MESSY THAN SAUCES
FLAVORS TAILORED TO REGIONAL AND SEASONAL TASTES
PORTABLE, CAN BE USED ON THE GO
PACKAGING SHOWS FOODS THAT PRODUCT CAN BE USED ON
GRAVITYTANK | PROJECT SPICE
project spice
GRAVITYTANK | PROJECT SPICE 21
KICK: Introduce the occasion, then extend and grow.
PHASE 1: INTRODUCE
PHASE 2: EXTEND
PHASE 3: GROW
PAIR WITH GO-TO FOODS
LIKE PIZZA
NEW FOODS: !ICE CREAM, FRUIT, VEGETABLES
NEW OCCASION: Rub/Marinades !
NEW FLAVORS: Regional/Seasonal !!
HATCH CHILI & LIME AGED CHEDDAR & ONION SPICY CINNAMON & SAGE
GROCERY MASS CLUB
CH
AN
NEL
PRO
DU
CT
project spice
GRAVITYTANK | PROJECT SPICE 22
KICK: Place product right next to tonight’s dinner.
FOODS LIKE PIZZA AND ROAST CHICKEN CAN BE CUSTOMIZED FOR EACH FAMILY MEMBER USING DIFFERENT KICKS
KICK TRANSFORMS PREPARED FOODS INTO OPPORTUNITIES FOR MORE VARIETY AND BETTER FLAVOR
PLACING NEXT TO STAPLE FOODS ENCOURAGES IMPULSE PURCHASES
INDIVIDUAL UNITS DRIVE TRIAL WHILE REPEAT USERS CAN PURCHASE LARGER QUANTITIES
project spice
GRAVITYTANK | PROJECT SPICE 23
KICK: Product can also be used on foods like ice cream.
SMOKY SPICE
SWEET HEAT
PAIRINGS WITH MULTIPLE TYPES OF FOODS ESTABLISH PRODUCT VERSATILITY
FREEZER DOOR DECALS CALL OUT UNIQUE FLAVOR PROFILES
CLIP STRIPS DRAW ATTENTION AND ENABLE CROSS PROMOTION WITH OTHER BRANDS
GRAVITYTANK | PROJECT SPICE
project spice
GRAVITYTANK | PROJECT SPICE 24
KICK: Product appears in the condiment aisle.
INFUSIONS OF FLAVOR.
SHELF PLACEMENT SUPPORTS REPEAT, ROUTINE PURCHASES ONCE BRAND IS ESTABLISHED
PLACEMENT IN CONDIMENT AISLE ASSOCIATES PRODUCT WITH POST-COOKING FLAVORING OCCASION
DIFFERENTIATED FLAVORS AND PACKAGING REDUCES CANNIBALIZATION OF CONDIMENTS AND SPICES
project spice
GRAVITYTANK | PROJECT SPICE
Potential Year 1 revenue from mixture of organic growth and stealing share from condiments.
Business Case: KICK
Source: Mintel Spices & Seasonings, 2009
25
114M
SALT MARKET SIZE
$410M
BBQ SAUCES MARKET SIZE
$646M
DRY SAUCES MARKET SIZE
$170 MM
COMPETITION KICK WILL BRING NEW USERS INTO THE MARKET AS WELL AS SOURCE VOLUME FROM CONDIMENTS, SAUCES AND “FINISHING” SPICES SUCH AS SALT & PEPPER
PEPPER MARKET SIZE
$244M
GO TO MARKET PLACE OUTSIDE OF SPICE AISLE; KICK CAN INCREASE SALES OF PAIRED FOODS !SET LAUNCH PRICES NEAR TO THOSE OF CONDIMENTS: $3.99/20 PACKETS, $4.99/JAR !EXTEND PLATFORM TO HIGH VELOCITY, EASILY-CUSTOMIZED FOODS LIKE DESSERTS, DRINKS, FRUIT AND VEGGIES !DRIVE TRIAL WITH DISCOUNTS, BUNDLING AND IN-STORE SAMPLING
U.S. HOUSEHOLDS
38%OF IN-HOME MEALS ARE
LOW/MEDIUM PREP
3%HOUSEHOLD
PENETRATION
IN YEAR ONE$4.50AVERAGE PRICE
PER UNIT
2.5AVERAGE UNITS PER
HOUSEHOLD PER YEAR
= $14.6Mx x
x
IN HOMES • Initial concepts tested
hypotheses around freshness and smaller quantities.
• Freshness did not matter to consumers, but they were interested in portability and buying smaller quantities.
BEHAVIOR LABS • Packs of single servings were
highly desirable, especially for less common spices.
• In contrast, spices that are more commonly used should be sold in large containers.
INTERNAL EXPLORATION • Two design directions: 1) single
servings in a “tea bag” box and 2) an upgraded single serving pouch.
• The upgraded pouch stands upright to avoid spilling, contains an integrated shaker and uses card stock to show photos of paired foods.
FINISHED PRODUCT • Tea box and upgraded
pouch combined to create a single product.
• New product facilitates both at-home and on-the-go use.
• Also sold in bottles for more frequent users.
KICK: Evolution of an Idea
GRAVITYTANK | PROJECT SPICE