This document discusses strategies for integrating mobile technology to drive sales and modernize a brand facing declining category sales. It recommends using mobile apps like a rice and pasta timer and meal planner to make the consumer's life easier and be useful in her cooking. These apps would allow the brand to be where the consumer plays on her mobile device and potentially break into her purchase routine by using geo-location to drive in-store sales. The next steps outlined are to select a test market, identify retailers and set baselines and metrics, build a initial version of the mobile app, and prepare a launch vehicle to deploy the strategy.

1. Integrating Mobile to Drive Sales
and Modernize the Brand
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2. What we heard
Flat category with declining sales
Who is growing, family-oriented, over-indexes on mobile and loves rice?
Loss of relevance
What’s hot on the food scene? How do we build on the brand?
Break into purchase cycle
How do we make her life easier?

4. RONI’s WHERe SHE PLAYS

5. IMPACT
Be where she is
Modernize the brand
Nurture the icon

6. Rice + Pasta Timer
Meal Planner
RONI’s in her hand

7. IMPACT
She knows our product
We are useful to her cooking
We help her feed her family

8. RONI’s in her CART
GEO-LOCATION

9. RONI’s in her CART

10. IMPACT
Break into her purchase routine
Drive sales on location

11. WHAT’s NEXT
Select a market
Provide a list of market retailers
Identify a baseline, set metrics
Build phase 1 version of the application,
Identify and customize a vehicle
Prepare to launch
WHAT’s NEXT