– Diego Alberto Paramio Pérez

Value Proposition

• Ridge Cookies are high quality organic cookies with natural ingredients and traditional receipt.

• We go beyond : More than a cookie, we are giving a service for our community, you will soon discover it.

Ridge Cookies

Campbell Soup Company Turnover Distribution (8 billion $ in 2012)

70,8%

12,8%

7,8%

8,6% (Others)

Numbers 2012

48.20%

25.70%

18.60%

7.50%

Geographical distribution about activities

Soups, Sauces & Drinks - USABiscuits & Snacking (including Pepperidge Farm)Soupes & Sauces - In-ternationalOthers (Chocolate)

Campbell Soup Company

1937 : Kitchen -> Garage -> Abandoned stable 1940 : New facilities, Norwalk 1949 : Plant for Mid-Atlantic States 1955 : Introduction of Distinctive

Brussel’s cookies

1961 : Acquired by the « Campbell Soup Co » 2012 : Open a R&D center in Norwalk

History Highlights

Key Numbers

5000 employees

In over 45 countries worldwide

2 billion dollars in 2012

Products

Products

Products

Products

Provider’s Localization

The product line we plan to launch and why :

• Make new customers

• Fidelize previous customers

• Open to new markets

What we want to do

New Market Prevision

3 lines :

• Organic cookies in different formats.Classic big size.Classic pocket size.

• Organic cookies for kids.

New Product lines

STRENGHTS OPPORTUNITIES

WEAKNESSES THREATS

Intern Analysis Extern Analysis

Advantages

Inconvenients

S.W.O.T

S.W.O.TSTRENGHTS WEAKNESSES

• Good quality• Varied product line• Consolidated brand

image • Several production

centers

• Expensive product• Restricted target market• Low notoriety in some

markets

OPPORTUNITIES THREATS

• Positionning• Fashion (short term)• Tendency (long term)• « Environnement

friendly » growing trend

• Fashion (short term)• Tendency (long term)• Competitors

Packaging

Classic big size Classic pocket size Kids

• Recycled paper• Backpart (Moral

Stories)• Andy Warhol´s

Style• Minimalist• Big size• QR codes

• Recycled paper• Backpart

(Stories)• Andy Warhol´s

Style• Minimalist• Small size

• Recycled paper• Backpart comics• Funny Style• Minimalist• Pocket size

Packaging:

• Black matt and golden letters• Warhol´s Style• Famous people little stories with moral - (Ghandi, Obama, Buddha …) • Final quota• New packaging for the top 10 tribes

The target market or markets and why we have

focused on it or them:

Targets

• Mid/high income level

• All ages• People who take care

about their health

• Environmental conscious

• People who eat outside

• Art lovers• Kids

• Make a new community (Tribe) of people who share good values and like healthy life

• Trend of « traditional food »• Trend of pop art / Vintage culture• Line for kids -> Long term vision• Pocket line -> People who eat outside and

want a healthy dessert.

Why them ?

The best means of reaching the target markets and why

• 1,5% of 2 billion $ => 30 000 000 dollars

0% 10%

23%

17%

1%2%

7%7%

23%

10%

Budget (%) Viral video

Advertising directed by Pixar

Prime time in November

Cinema exhibition

Social media and Brand content

Iphone App

Street marketing opera-tion

Daily press

A2 JC Decaux

Other

Social Networks

CHINA FIREWALL

Fidelity Program

• T-shirt with logos (Values)• Original cookie boxes (Family names)• Collectors box (like Coca-Cola)• Pin’s for kids• Mobile cases• Tattoos for kids (Malabar) THE

WRANGLE´S

Mobile Phone Application

HobbieFinder (Tribal Network)

Promotion

• Flash add on videogames• Include our logo on videogames/movies• QR code (flash code)• Street marketing in schools, Disneyland… • Sponsorships in shows for kids

Bonus pointRidge Cookies

Any Questions