Betty Crocker - What's her problem?
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The document discusses the cultural significance and rising popularity of baking, noting that more people are investing time and money into scratch cooking. It contrasts perceptions of pre-mixed baking products as a cheat versus a valuable tool for enhancing creativity and confidence in baking. The document also highlights the growth of boutique baking businesses and the importance of presentation and quality in appealing to consumers.
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- 4. Baking is a public display of Creativity & Skill & How you manage your home life & How much you care about the people you cook for
- 5. Cake is competitive And nobody likes a cheater Pre-mix is seen as doping in the baking world
- 6. 1. Its the lazier option No Effort Time 油taken 油 = 油1 油hour 油 Time 油Taken 油 = 油2 油hours 油 Time 油taken 油 = 油10 油minutes 油 High Effort
- 7. That Egg isnt just an Egg Its the pride and sense of accomplishment that comes from greater involvement and effort
- 8. People are not only investing more time in scratch cooking, but also more money Sales of baking products and appliances have risen by 62% (2007-2014) 3 out of 5 now bake regularly, compared with 1 in 3 in 2011 油 SOURCES: The Daily Telegraph, IRI, John Lewis
- 9. 2. Its both too safe and not safe enough Low Risk, High Adventure High Risk, High Adventure More range More range
- 11. Taking the safer route should appeal 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 油 But safe doesnt wow anybody
- 12. Shelf Cakes and Boutique bakeries business models depend on mouth-watering, eye-catching, track-stopping Wow Factor ≒New independent, boutique baking ventures increased by 325% since the recession in 2009 ≒Marks & Spencers pre-baked cakes up 243% SOURCES: Simply Business, M&S Data
- 14. 3. Its the Cheap-skate option Throw money at the problem 贈2.25 油 贈2.63 油++++ 油贈2.65 油-足 油贈10+++ 油 Add in extra luxuries Out of the Cheap Skate options, were the most expensive 贈0.99 油 贈1.89 油贈0.22 油 贈1.70 油 贈2.25 油
- 18. Pre suggests you cant put any extra in to get any extra out. Pre-mix Pre-tested Pre-cautious Pre-prescribed Pre-fabricated Pre-arranged Pre-fixed
- 20. From Pre to Pro Pro-mix Pro-active Pro-ductive Pro-fessional Pro-gressive Pro-ficient Pro-ject
- 21. Make Timid Bakers into Culinary Adventurers Just 14% think they have decent home baking skills. Sell them reassurance and confidence to get more involved and up their game from pre-baked. Guarantee similar results via a reassuringly expensive price tag.
- 22. By positioning Betty Crocker as a tool box of curious and adventurous ingredients With a price that reassures its quality, Packaging that reassures its tasteful And a picture that shows its attainable.
- 23. 25% have fibbed about taking a baking shortcut. Show them that theyre not doping, but performance enhancing. Betty Crocker is no more cheating than using a magi-mix. It takes care of the boring stuff so you can up your game. Convert Scratch Cooking Snobs into Serious Show-Offs
- 24. By positioning Betty Crocker as a raw ingredient, the foundations on which to build your culinary imaginations. In the USA a Pre-mix is a raw ingredient. Its the Lego brick of the baking world.