Organic HabitsBriana Luca

Concept Development

Easy, organic and gluten free dinner choices (can be vegetarian)Pasta or rice choices; seasoning comes in box; add meat or vegetablesFour Flavors: Herb, Broccoli, Chicken, VegetarianDual instructions

Naming the Product

Healthy living=habits

People change their lifestyles to healthiness

All organic products=loyalty

Lifestyle brand

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

Target Market ProfileG

eogra

ph

ic • United States

• Suburban and Urban Areas

• Northeast and Pacific Coast D

em

ogra

phic •Females, age

20-40 years old

•Single, middle class, educated

•Recently graduated college and living on their own

•$25,000-$40,000 annual income

Psy

chogra

phic •Busy, professional

lifestyle•Trendy; Lives a distinct lifestyle

•Hobbies: yoga and working out, reading, wining, dining, shopping and working

•Desire to be healthy and live a health conscious lifestyle

•Ambitious, leadership, seek adventure

Behavio

ral •Easy, healthy,

quick dinners•Used once or twice a week

•Will become brand loyal quickly

Competitive Analysis Points of Differentiation

Organic Habits Annie’s Homegrown Skillet Meals

Amy’s Kitchen Entrees

Price $4.99 $5.19 $4.99

Gluten Free All products gluten free

1 out of 4 products are gluten free

16 out of 27 products are gluten free

Organic Yes Yes Yes

Sodium 200mg 560mg 300-700mg

# Of Versions 4 4 27

Easiness of Use Stovetop, Microwave

Stovetop Microwave

Frozen Versions Non-Frozen Non-Frozen Frozen

Size of Product 6oz 8.7oz 9-10oz

Traditional MediaWomen’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 2006½ Page=$127,280

http://www.womenshealthmag.com/files/mediakit/WH-MediaKit-Psychographics.pdf

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

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

Consumer Promotion On package coupons Creates brand loyalty Only get the coupon if you buy the

product

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