There is a minimum 100 word response per question.
1) Discuss fully the 6 categories of new products and provide a detailed justification for how you would categorize the Tastykake Sensables line. Apply the concepts from chapter 1 and support your position with facts from the case.
2) Explain fully all aspects of the New Product Development 5 Stage Process. Evaluate the Tastykake Sensables new product development activities by comparing and contrasting to the process described in chapter 2.
3) Create a product innovation charter (P.I.C.) for Tastykake. Explain in detail all aspects of a product innovation charter discussed in chapter 3.
4) Develop a concept statement for Tastykake Sensables. Explain fully the 3 aspects of the product concept and 2 approaches to writing a concept statement discussed in chapter 4.
5) Discuss fully the 4 steps in the problem analysis procedure, reverse brainstorming. Chapter 5
6) Discuss fully the 3 types of attributes, analytical attribute techniques, and determinant gap maps for snack products. Chapter 6
7) Discuss fully adaptive conjoint analysis and the USA, Japanese, and German made car example. Chapter 7
8) a) Compare and contrast with examples, umbrella brand with individual brand strategies discussed in chapter 16.
Go to http://www.tastykake.com/products/ b) List 6 product types featured on that page and provide your reasoning for classifying the Tasty Baking Company brand strategy as either umbrella or individual.c) View the Tastykake packaging on www.amazon.com to get information to support your position.
9) Discuss the 6 categories of brand names identified in chapter 16 and explain which category best describes the Tastykake brand name.
10) Identify and discuss 6 changes at Flowers Foods (Tastykake) from 2016 to 2018. Refer to the Fact Sheets I provided.
For example, 2016 Sales $X vs 2018 Sales $Y
11) Identify and discuss 6 changes from the 2016 to 2019 Snack Food Industry.
Are Tastykake products Chips? Nuts? How does the report classify Tastykake products? What changes have occurred in this category?
12) How would you classify the sale and marketing of some snack food products:
ethical and legal,
ethical, but illegal,
unethical, but legal,
unethical and legal.
How would you classify the sale and marketing of Tastykake products?
What is the ethical dilemma? Imagine you are a consultant… what actions would you recommend to Tastykake executives?
Business: The second-largest producer and marketer of packaged bakery foods in the U.S. 2016 sales: $3.9 billion Bakeries: 49 efficient bakeries in 18 states Employees: Approx. 10,800 Products: Breads, buns, rolls, snack cakes, tortillas Top brands: Nature’s Own, Wonder, Dave’s Killer Bread, Cobblestone Bread Co., Tastykake, Mrs. Freshley’s Market: Retail and foodservice. Fresh bakery foods to +85% of the U.S. population through a network of independent distributors; frozen bakery items and snack cakes to customers’ warehouses nationwide.
INVESTOR FACT SHEET | JUNE 2017 | NYSE: FLO | Market Cap: $3.9B
VISION As America’s premier baker, we craft foods that make people smile. We are driven by a passion to boldly grow our business through inspiring leadership, teamwork, and creativity.
VALUE CREATION STRATEGIES Reinvigorate core business Align brands to consumers, invest in brand growth and innovation, support distributor partners
Capitalize on product adjacencies Build leading foodservice position, grow in-store bakery, seek opportunities in healthy snacking
Reduce costs to fuel growth Simplify and streamline operating model; better leverage national footprint
Invest in capabilities & growth Enhance financial planning and analyst capabilities, performance management system
CATEGORY STRENGTH $28.0 billion retail sales* $7.4 billion foodservice sales**
LONG-TERM GOALS Sales growth: 2% – 4% EBITDA margin: 13% – 14% EPS growth: 8% – 10%
Fresh/DSD Frozen/Warehouse
FY 2016 SNAPSHOT
49 BAKERIES & FRESH/FROZEN DISTRIBUTION COMPANY STRENGTHS
P R O D U C T M I X D I S T R I B U T I O N S A L E S C H A N N E L S 1Mix business sold 1/17. 2Thrift stores, vending, all other Chart data should not be used for historical comparisons since some business has shifted between segments and because of changes in geographic definition.
17% Fresh snack cakes
6% Frozen breads, rolls
76% Fresh breads, buns, rolls, and tortillas
1% Mixes1
84% Direct store delivery (DSD)
16% Direct to
customers’ warehouses
30% Mass merchandiser/ discount
5% Convenience store
5% Other2
23% Foodservice
37% Supermarket/ Drug
IRI Flowers Custom Database Total US MultiOutlet – 52 weeks ending 01/01/17. Flowers Private Label Sales SDW. Chart data should not be used for historical comparison because of changes in geographic definition. IRI Flowers Custom Database – 52 weeks ending 01/01/17
• Nature’s Own is the #1 loaf bread brand in total U.S. with $1.0 billion in retail sales in 2016.
• In total U.S., Nature’s Own Honey Wheat is the #1 fresh packaged bread item and Nature’s Own Butterbread is the #1 white loaf item.
• Wonder, nearing the century mark, has 98% consumer awareness in the U.S.
• Dave’s Killer Bread is the #1 organic bread brand in total U.S.
• CBC breads and buns make every day eating occasions more special.
• The iconic snack cake brand from Philly is capturing new fans around the country.
• Award-winning Mrs. Freshley’s offers a wide variety of snack cakes sold through warehouse distribution nationwide.
• Regional white bread brands have been family favorites for generations.
• Strong brands and a team committed to transforming the company
• Clear objectives to grow sales, expand margins, and deliver shareholder value
• Executing today on initiatives to reinvigorate the core, obtain fuel for growth, and improve financial performance
• Designing an operating model to deliver sustainable, long-term growth
BRAND SHARE, TOTAL U.S. Breads, Buns, Rolls
14.8% Flowers branded
4.1% Flowers store brand
6.0% Pepperidge Farm
BRAND STRENGTH
23.8% Independent/ specialty bakers
30.4% BBU/Sara Lee
20.9% Other bakers’ store brands
*IRI Custom Database – 52 weeks ending 01/01/17
**Technomic FY2016
***IRI Custom Database – 52 weeks ending 12/25/16
****Willard Bishop Super Study 2015 Kroger/Safeway/Ahold
Numbers should not be used for historical comparison because of change in IRI data.
• Across the grocery store segment, fresh bread and rolls is the third-largest category, in dollars, behind only carbonated beverages and beer/ale/alcoholic cider.***
• Bread is the No. 1 grocery category in weekly true profits.****
• 98.6% of households buy fresh packaged bread.***
*In addition to cash, stock and debt are used
to fund acquisitions.
$0.70
$0.60
$0.50
$0.40
$0.30
$0.20
$0.10
Cap ex
Acquisitions* Pension
Share repurchases Dividends
FY12
FY13
FY14
FY15
FY16
$509.1
$631.4
$238.0
$621.3
$360.1
DSD SALES BY CATEGORY1
WAREHOUSE SALES BY CATEGORY1
Approx. % of FY16 sales
Approx. % of FY16 sales
1Segment charts should not be used for historical comparisons since some business has been shifted between segments.
64% Branded retail
14% Store-branded
retail
37% Foodservice
26% Branded retail
4% Other
18% Store- branded retail
11% Vending
4% Contract production
FLOWERS FOODS’ OPERATING SEGMENTS
DIRECT STORE DELIVERY (DSD) — 84% OF SALES
Contact: J.T. Rieck, VP IR/Financial Analysis, 229.227.2253, [email protected], Flowers Foods, 1919 Flowers Cir., Thomasville, GA 31757, flowersfoods.com
CAPITAL ALLOCATION in millions
DIVIDENDS PER SHARE 2003 – 2016
WAREHOUSE DELIVERY — 16% OF SALES
SALES % growth
0.4%
3.9%
0.8%
$3,927
$3,779
$3,749
15
14
16 in millions
GROSS MARGIN*
15
14
16 48.4%
48.0%
48.0%1
COMPONENTS OF ADJ. EBITDA*
1Includes direct labor & indirect manufacturing expenses 2Includes selling & administrative expenses
ADJUSTED EBITDA* % margin
11.4%
11.4%
11.7%
$4471
$4411
$4291 15
14
16
ADJUSTED NET INCOME* % of sales
5.1%
4.9%
5.2%
$1911
$1971
$1921 15
14
16
ADJUSTED DILUTED EPS* % change
<1.1>%
<1.1>%
2.2%
$.911
$.921
$.901 15
14
16
• Broad product range—breads, buns, rolls, snack cakes, tortillas
• $3.3 billion in sales for FY16 • Access to more than 85% of US population • Fresh bakery foods delivered daily • Motivated independent distributor partners
INDEPENDENT DISTRIBUTOR (ID) MODEL • Independent distributors who control and
direct independent businesses • Entrepreneurial model that motivates IDs to
increase sales through outstanding service and merchandising
• Approximately 5,100 territories • More info at flowersfoods.com/IDprogram
• Fresh snack cakes, frozen breads and rolls
• $642.7 million in sales for FY16
• National distribution
• Direct to customers’ warehouses by frozen and non-frozen contract carriers
21.8% Shipping +
Distribution
11.4% Adj.
EBITDA 28.9% Ingredients + Packaging
15.2% All Other2
22.7% Conversion1
% of FY16 Sales
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
1Excluding one-time events; 2014 was a 53-week year. *Reconciliations of non-GAAP measures are available at flowersfoods.com. Click on Investor Center and select Financial Documents.
22% Restaurant/
institutional/ other
in thousands
in thousands
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