The last big group presentation we gave (design and most of the slide work was mine)... I might take this down but meanwhile I\'m proud of it!

1. Julie Hubert
Josée Moreton
Nicholas Mejia Restrepo
Lakshmi Sharma
Sabina Yun Tang

2. Brand Re-Launch: A New Definition
• Brand promise
• Features, attributes, perception
• Brand molecule
• Brand valuation
Brand Re-Launch: A Fresh Execution
• Product design and packaging
• Marketing plan
• Metrics of success
• Brand molecule
• Brand valuation
Brand Extension: The “Skinny Shake”
• Product design and packaging
• Features, attributes, perception
• Target consumer
• Competitive landscape
• Marketing plan
• Metrics of success
• Brand molecule
• Brand valuation

3. Brand promise
Features, attributes, perception
Brand molecule
Brand valuation

4. Skinny Cow lets you lighten up your day – in calories
and in mood!
With dairy treats that are “rich in taste, low in fat,”
Skinny Cow offers women a healthy yet delicious
alternative with a cheeky personality.

5. Frozen desserts Healthy For trendy,
Features
Attributes
Perceptions
health-
Calorie-controlled Delicious
conscious
98% fat free Fun women with a
Low sugar sweet tooth
Premium
Rich and creamy
Delicious
“Tastes like the indulgence
real thing”
Premium quality
Nutritionist
Fun product
endorsement
Nutritious
ingredients
Allergen free

6. Youthful
Rich taste
Variety of flavours
Delicious
Feminine Premium
Healthy
Fun
Low calorie, fat, sugar
Nutritional benefits
Fruit flavours

7. Youthful
Fun-loving, outgoing Premium ingredients
personality Small portions
Delicious
Feminine Premium
Healthy
Fun
Cheeky, humourous
communication style
Feminine colour scheme Eye-catching
Low-fat frozen dessert packaging

8. Paris Hilton (UK)
Condensed Weight Watchers
Quik
Milk
Breast cancer
Oprah
awareness
(US)
Dreyer’s Nestlé
Cow
mascot
Hot chocolate Ice cream
(UK) bar
Skinny Women’s
Cow Health
Ice cream
Low-fat Magazine (AUS)
cone
Chocolate
Ice cream
Milk (US)
sandwich
Dean’s Dairy
Mini-tubs (UK)
Breyer’s
Chapman

9. Skinny Cow Brand Valuation - Pre-Brand Refresh
Brand Valuation - Status Quo 2007 2008 2009 2010 2011 2012 2013 Discounted
SC volume Litres - 1% market share) 3 681 000 3 736 215 3 792 258 3 849 142 3 906 879 3 981 000 4 040 715
Price Premium over Private Label per LT $0.2014 $0.2014 $0.2014 $0.2014 $0.2014 $0.2014 $0.2014
$741 355 $752 476 $763 763 $775 219 $786 848 $801 776 $813 802
Marketing investment $500 000 $500 000 $500 000 $500 000 $500 000 $500 000 $500 000
Premium over PL (Before taxes) $241 355 $252 476 $263 763 $275 219 $286 848 $301 776 $313 802
Premim over PL (After taxes 30%) 184 634 192 654 200 793 211 243 219 662
Discounted cash flow (7.5%) 171 753 166 709 161 631 158 179 153 007 $2 928 821
2 040 096
Brand Value: Price Premium Method $811 279
Brand Value: Discounted Cash Flow Method $2 851 374
Key Assumptions:

Market Pricing and Premium Calculations
SC has 1% of total ice-cream market

Retail price Price/ml
Costs of SC and PL are equal

SC Pricing 7 x 100ml $6.99 $0.0100
SC currently invests 500K/y in marketing

Breyers 6 x 100ml $6.99 $0.0117
Average store prices

Private Label 6 x 85ml $4.99 $0.0098
Discount rate 7.5%, taxes 30%
 Premium over PL today ml $0.0002
Premium over PL today Litres $0.2014

10. Design and packaging Timeline and budget
Product line Metrics of success
Distribution Brand molecule
Communication Brand valuation

11. New colour
scheme
Design & Packaging
Logo
revamp
“Single”
portions
500ml
mini-tubs

12. • dark chocolate • cookies 'n' cream
raspberry rave • chocolate 'n' peanut
• apple toffee twist butter
• chocolate mint mania • strawberry shortcake
• pistachio panache • mint
• French vanilla bliss
Mini-tubs Sandwiches
Shelf Fun Fruit
visibility flavours content

13. Widen Availability
Super- Food Gym Convenience
markets services freezers stores

14. Advertising, Partnerships, Online
Promotions Sponsorships Community
• Increased • Canadian • Influential
presence nutritionists female bloggers
• Sampling • Curves gyms • Social network
programs “nexuses”
• Women’s health
(Cowmobile, issues (breast • Website
workplace cancer redesign
contests) awareness) • Interactive
contest

15. Summer • May launch (ice cream
season!)
2009 • Outdoor events
Budget
Product development $500,000
In-store POS $100,000
Advertising $2,000,000
Promotions $500,000
Partnerships and sponsorships $500,000
Total $3,600,000

16. Awareness Trial Market Share
• On par with • 39.2% (up • 2.25% of
US market from total ice
(67% of 19.6%), cream
consumer based on segment
survey consumer (Litres)
respondents surveys
versus 32%
currently)
* In target age/gender group, over five years

17. Weight
Watchers
Oprah
Condensed
Quik (US)
Milk
Canadian Paris Hilton
nutritionists (UK)
Dreyer’s Nestlé
Women’s
Cow Health
mascot Magazine
Hot chocolate Ice cream
Skinny
(UK) bar
Curves
Cow Ice cream gym Breast
cancer
Low-fat
cone
Chocolate awareness
Ice cream Mini-tubs
Milk (US)
Dean’s Dairy sandwich
Breyer’s
Chapman

18. Skinny Cow Brand Valuation - Post-Brand Refresh
2009 2010 2011 2012 2013 Discounted
Brand Valuation - Brand Refresh
Skinny Cow sales Litres 4 740 323 5 773 713 6 837 039 7 962 000 9 091 609
New Price Premium over Private Label per LT $1.866 $1.866 $1.866 $1.866 $1.866
$8 843 955 $10 771 937 $12 755 769 $14 854 594 $16 962 090
Marketing investment $3 600 000 $3 600 000 $3 600 000 $3 600 000 $3 600 000
Premium over PL (Before taxes) $5 243 955 $7 171 937 $9 155 769 $11 254 594 $13 362 090
Premim over PL (After taxes 30%) $3 670 769 $5 020 356 $6 409 038 $7 878 216 $9 353 463
Discounted cash flow (7.5%) 3 414 668 4 344 278 5 159 023 5 899 212 6 515 235 $124 712 837
86 869 803
Brand Value: Price Premium Method $25 332 417
Brand Value: Discounted Cash Flow Method $112 202 220
Key Assumptions:
 Market Pricing and Premium Calculations
Retail price Price/ml
Brand relaunch will achieve +0.25

SC Pricing 7 x 100ml $6.99 $0.0100
market share of TL market Breyers 6 x 100ml $6.99 $0.0117
annually New SC Pricing 6 x 100ml $6.99 $0.0117
Private Label 6 x 85ml $4.99 $0.0098
Costs of SC and PL are equal
 Premium over PL today ml $0.0002
Average store prices Premium over PL today Litres $0.2014

Premium over PL ml Brand Revamp $0.002
Discount rate 7.5%, taxes 30%
 Premium over PL Litres Brand Revamp $1.866

19. Products and positioning Marketing Plan
Features, attributes, Metrics of Success
perceptions Brand molecule
Target customer Brand valuation
Competitive landscape

20. What Is It?
• Ready-to-drink fruit
flavoured milk shake
What Size?
• 300ml bottles
• Single and 6-pack (2x3)
How Much?
• Premium pricing
Wild berry blush
• $1.99 individual
Strawberry peach sass
• $10.99 6-pack
Mango orange medley
Where To Find It?
Banana tropical blast
French vanilla bliss • Same distribution channels
Chocolate mint mania as Skinny Cow ice cream
• In grab-and-go milk
beverages section

21. Frozen desserts For trendy,
Healthy
Features
Attributes
Perceptions
health-conscious
Calorie-controlled Delicious women with a
98% fat free sweet tooth
Fun
Low sugar For women on
Premium
the go
Rich and creamy
Convenient Delicious
“Tastes like the
indulgence
real thing”
Premium quality
Nutritionist
endorsement Fun product
Nutritious
ingredients
Allergen free
Fruit- and
Features
milk-based
shake
Portable
bottle

22. Health conscious
women (18-45)
• want to treat
themselves
• have a sweet tooth
• have a sense of
humour
• are concerned about
their well-being
• are attracted to
healthy products
• have a busy lifestyle

23. In the Dairy case:
Flavoured milks
•
Nestle/Hershey’s branded
•
chocolate milks
Nutrition 24
•
In the Yogurt case:
Adult “bio” yogurt drinks
•
DanActive, Astro BioBest
•
smoothie
Kids yogurt drinks
•
Yop
•
In the fresh juice case:
Bolthouse Farms - Juices &
•
Smoothies

24. Rebrand Extension
Novelty Ice-creams Ready-to-drink Smoothies and Milkshakes
* Healthiness based on calories, nutritious ingredients and sugar content per ml

25. Media Point of Sale Sponsorships Promotions
• TV • In-store • Run for the • “Find the
advertising demos Cure Skinny Cow”
contest
• Women’s • Point of sale • International
magazines displays Women’s Day • Interactive
website and
• Billboards • Tennis
online viral
(Montreal, Canada
campaign
Toronto) (women)
• Summer
sampling
program

26. Marketing Plan Objectives:

Awareness and trial

Marketing Plan Activities:

Media

 TV Advertising (3 flights, specialized networks) $ 1 200 000
 Magazines $ 200 000
 Billboards (Montreal, Toronto) $ 200 000
Promotion

 Launch Contest: Find the Skinny Cow $ 150 000
 Interactive website and viral online campaign $ 150 000
In-store Activities

 Demos $ 200 000
 In-store POS $ 150 000
Out-of-store Activities

 Sponsorships/Associations
 Run for the cure
 International women’s day
 Tennis Canada/women
 Summer sampling $250 000
TOTAL $2 500 000

27. Activities SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE JULY AUG
PRODUCT
SC Shakes Launch
ADVERTISING
TV advertising campaign
Billboards
Magazine Advertising
PROMOTION
Consumer Contest
Web
CONSUMER
In-sotre POS
In-Store demos
Out-of-store sampling

28. Market
Awareness Trial
Share
• 40% • 20% • 1% of total
(based on (based on bottled
consumer consumer milk shake
surveys) surveys) segment
(Litres)
* In target age/gender group, over five years

29. Weight
Watchers
Oprah
Condensed
Quik (US)
Milk
Canadian Paris Hilton
nutritionists (UK)
Dreyer’s Nestlé
Women’s
Cow Health
mascot Magazine
Hot chocolate Ice cream
Skinny
(UK) bar
Curves
Cow Ice cream gym Breast
cancer
Low-fat
cone
Chocolate awareness
Ice cream Mini-tubs
Milk (US)
Dean’s Dairy sandwich
Skinny
Breyer’s
shake Chapman
Women’s
tennis
“Find the Skinny Cow”

30. Skinny Cow Brand Valuation - Post-Brand Extension
Brand Valuation - Brand Extension 2009 2010 2011 2012 2013 Discounted
Skinny Shake volumes LT 2 500 000 2 875 000 3 306 250 3 802 188 4 372 516
Price Premium over Private Label per LT $2.653 $2.653 $2.653 $2.653 $2.653
$6 633 333 $7 628 333 $8 772 583 $10 088 471 $11 601 741
Marketing investment $2 500 000 $2 500 000 $2 500 000 $2 500 000 $2 500 000
Premium over PL (Before taxes) $4 133 333 $5 128 333 $6 272 583 $7 588 471 $9 101 741
Premim over PL (After taxes 30%) $2 893 333 $3 589 833 $4 390 808 $5 311 930 $6 371 219
Discounted cash flow (7.5%) 2 691 473 3 106 400 3 534 428 3 977 576 4 437 928 $84 949 587
59 172 368
Brand Extension Value: Price Premium Method $17 747 804
Brand Extension Value: Discounted Cash Flow Method $76 920 172
TOTAL Brand Value: Price Premium Method $43 080 221
TOTAL Brand Value: Discounted Cash Flow Method $189 122 392
Key Assumptions:

Skinny Cow shake will achieve 1%

share of total market with growth
of 0.25% annually
Costs of SC and PL are equal

Average store prices

Discount rate 7.5%, taxes 30%


31. Thanks for listening!

32. Nestlé product line
Consumer survey results
Skinny Cow Canadian distribution
Canadian ice cream market
US ice cream market

33. Speciality Premium Regular Healthy
• For kids (Dibs, • Haagen-Dazs • Nestlé • Skinny Cow
Drumsticks) • Nestlé Gelato • Sorbet, frozen
• Candy bar yoghurt
• Real Dairy
extensions • Real Dairy
(Aero, Rolo, • Del Monte
Mack,
Smarties)

34. n=55 (Canadians)
Which one would you be more likely to buy, and why?

18
16
4
14
12
8
10
3
8
2
13
6
7
4
6 6
2 2
2
1 1
0
Trust Expect it Prefer Lower Lower fat Healthier
brand to taste packaging calories
name better
Breyers Nestle Skinny Cow

35. Rate the importance of the following on your purchase decision for
packaged ice-cream:
Do not look for Diet or
Diet or Healthy
Healthy choices in ice-cream
1= Not important at all
5= Very Important
3.30 3.29
Price
4.65 4.54
Taste
3.30 3.14
Brand
3.89 2.50
Healthy*
3.41 2.63
All-natural*
3.59 1.98
Low calorie*
3.57 1.88
Low fat*
3.25 1.94
Low sugar*
3.16 2.83
No artificial sweetener
*Statistically significant difference between groups

36. Have you heard of Skinny Cow ice cream?
Response Response
Frequency Count
Answer Options
67.9% 38
No
12.5% 7
Yes, but I have not tried it
19.6% 11
Yes, and I have tried it
What brands of packaged ice cream do you
normally purchase? Check all that apply.
Response Response
Frequency Count
Answer Options
36.4% 20
Ben & Jerry's
52.7% 29
Breyers
21.8% 12
Chapman's
3.6% 2
Del Monte
3.6% 2
Dreyer's
7.3% 4
Healthy Choice
54.5% 30
Häagen-Dazs
38.2% 21
Nestle
29.1% 16
Parlour
10.9% 6
Skinny Cow
20.0% 11
Store brand
answered question 55

37. Response
1 2 3 4 5 Count
6 10 14 20 6 56
Do you like the logo? (1 = Hate it , 5 = Love it)
Do you feel it is an appropriate logo for diet ice-
cream? 6 3 15 18 13 55
(1 = No, not at all, 5 = Yes, totally)
Do you feel it is an appropriate logo for healthy ice-
9 15 13 12 6 55
cream? (1 = No, not at all, 5 = Yes, totally)
Why I like/dislike the logo:
“It seems like it's pushing
being skinny a bit too “It's cute and
much vs. being healthy” original”
“I think it's an insult to overweight
people. and it makes me not want to
“I do like the logo. I
eat ice cream”
think it communicates
“The logo is straight forward, but the cow is a bit a clear message: low
creepy, since I'm used to seeing cute, plump cows, fat ice-cream”
when they are used in advertising”

38. • ONTARIO Weston CANADA
Produce
A&P/The Barn Buy Low
Your
Bamburgh Canada
Independent
Bruno's Safeway
Grocer
Dominion Federated and
Zehrs
Food Basics Calgary Co-op
Zellers
Foodtown IGA - British
Fortinos Columbia
Galati Market • QUEBEC Overwaitea /
Fresh Save On
Axep
Galati Bros. Real Canadian
Bonichoix
Hy & Zels Superstore
IGA
IGA Shoppers Drug
Intermarche
Knechtels Mart
Pharmaprix
Foodland Sobeys
Provigo
Kwikway • ATLANTIC
Sobeys
Loblaws CANADA
Super C
Mike Dean's Maxi Loblaws Co-op Atlantic
No Frills Membres Real Atlantic
Price Chopper Acheteurs Superstore
Pusateri's Loblaws Sobeys
Sobeys Metro Super Value
Super C Wal-Mart
Valumart Zellers
Wal-Mart
• WESTERN

39. Skinny Cow <1%

40. Top Frozen Dessert Brands, 2007
($ mil.) Share
Weight Watchers $37.78 7.02%
Nestle Drumstick 33.01 6.13
Klondike 29.17 5.42
The Skinny Cow 25.63 4.76
Private label 73.23 13.60
Other 339.50 63.07
Brands are ranked by sales at supermarkets, drug stores and mass merchandisers
(excluding Wal-Mart) for the 12 weeks ended November 4, 2007.
Source: Refrigerated & Frozen Foods Retailer, Dec. 2007, p. S81 from Information
Resources Inc.