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Organic Habits

Organic Habits. Briana Luca. Concept Development. Easy, organic and gluten free dinner choices (can be vegetarian) Pasta or rice choices; seasoning comes in box; add meat or vegetables Four Flavors: Herb, Broccoli, Chicken, Vegetarian Dual instructions. Naming the Product .

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Organic Habits

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  1. Organic Habits Briana Luca

  2. Concept Development • Easy, organic and gluten free dinner choices (can be vegetarian) • Pasta or rice choices; seasoning comes in box; add meat or vegetables • Four Flavors: Herb, Broccoli, Chicken, Vegetarian • Dual instructions

  3. Naming the Product Healthy living=habits People change their lifestyles to healthiness All organic products=loyalty Lifestyle brand

  4. Positioning Strategy • Easy, healthy dinner for people with busy lifestyles • Geared toward women who are trendy, professional and health conscious • Made for young, single women living fast paced lifestyles but still want to remain healthy • Boxed, all organic and gluten free pasta/rice dishes

  5. Target Market Profile

  6. Competitive Analysis

  7. Traditional Media Women’s Health Magazine: “Gives readers the tools they need to make instant, positive changes in their lives” Similar psychographics; women who dress in latest fashions, are tech savvy, and are ambitious Median Age: 33 years old Significant increase since 2006 ½ Page=$127,280 http://www.womenshealthmag.com/files/mediakit/WH-MediaKit-Psychographics.pdf

  8. Online Advertising • Whole Foods Website-Advertise on sidebar and write about it in their blog • Whole Foods is a lifestyle with similar demographics/psychographics as “Organic Habits” • Contribute “Organic Habits” recipes to the blog

  9. Alternative Advertising • In Store Marketing: Whole Foods • Food demonstrations, free samples • Show people how easy it is to make Organic Habits • Advertising in circulars and Whole Foods Newsletters

  10. Consumer Promotion • On package coupons • Creates brand loyalty • Only get the coupon if you buy the product

  11. Cause Related Strategy • Non GMO Project • Non profit organization • Only third party verification and labeling for non GMO foods and products • Features brands and companies that have organically approved, non GMO products. • Offer 5% of every purchase to be donated to the Non GMO Project

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