HealthyYou Vending

Cody Hart, Nick McCloud, Maggie Snaza, and Rachael Wescott

***Please note: The following analysis was completed using information from qualitativeresearch. Even though data was gathered using qualitative research techniques, this information should be considered directional, not definitive.

Main ObjectiveDetermine the market potential placing one or more HealthyYou Vending Machines on the CWU campus, and if potential is verified, what strategies can be implemented to increase the potential revenue from HeathyYou Vending Machines.

Sub ObjectivesProductStudents current perceive the healthiness of their eating habits Test desire for healthier food on campusDetermine if students would openly suggest healthier food optionsUnderstand the current perceptions of vending machines (CWU Campus)Determine if they are more willing to buy snacks, drinks or entreesPromotionDetermine how students would expect to learn about a HYVM on campusPriceUncover the price points students expect for different categoriesWhat is the optimal preferred price and price band PlaceUnderstand the location that would maximize the market potential

Market Potential UsageDetermine students initial reaction to the concept of a HYVMUnderstand the overall likelihood that students using a HYVM at CWU campusDetermine the potential increased usage of HYVM compared to existing vending machines on campusDetermine what specific products they want in a HYVM

Executive SummaryBased on our findings we believe that HealthyYou vending machines would be successful on campus. Entre options least likely to be purchasedAn unaided, negative mindshare perception of existing alternatives.Not Healthy Dynamic, eye-catching designDrive exposure, attention and perceptionStudents are more likely to use the HealthyYou vending machines than the current vending machines that are on campus. Fish Bowl, Black and SURC Students want more healthy options that are inexpensiveEntrees would not be profitable in this market

MethodologiesIntercept methodology that used convenience samplingParticipants Had to be CWU studentsUse or consider using vending machinesQualitativeTwo focus groups of n=4Each group was about an hour and half longQuantitativeCreated a 34 question surveyCWU students n=149

Students current perceptions of how healthy their diets are60% of all participants think that they eat fairly or extremely healthy. The other 40% do not think they eat healthy.n=141The general consensus of both groups was that they didnt have time to eat healthyMost people felt that they would eat healthier if they could

Student openly suggesting having healthier optionsWhen asked what is lacking in vending machines participants brought up healthy food on there own before they were exposed to the concept of the product.n=140 n=140 The groups came up with things like cliff bars, healthy jerky, oatmeal, and fruit snacks.Both groups already had a problem with the choices currently offered.The groups were never asked to give healthy products, but immediately gave options.

The need for more healthy food options on campusStudents want more healthy food options on campus.Every participant agreed that there isnt enough healthy food options on campus.Both groups were excited to talk about the topic once the vending machine was exposed.n=139

The current perception of vending machines.Who knows how long its been in there-KyleEvery participant was extremely skeptical towards vending machines.A lot of the participants questioned how healthy vending machine food could be.I dont trust vending machines-SeanThere is a negative connation towards vending machines.

We need a visual9

Product categories students would be more or less likely to purchase: snacks, drinks, or entrees. When placing products in the vending machine it is important to remember that women and men want different products. Entrees were the least likely to be purchased among all product categories. We used specific products offered in the HealthyYouWhen considering healthy snack options the groups loved to protein bars.Entres weren't considered by a majority of participants.n=134it'd be nice to eat something more substantial-Britt

Best promotion method to students for the opening of a HealthyYou vending machineThe best way to promote the product to students is to have an eye catching design and be placed in a prime location.n=131

Just put them up, and walk away-AudraDude what are these new vending machines- Maggie group 2

The price band and expected price associated with each product categoryEverything on here is $2 in the store, maybe.- Maggie group 2People are willing to pay more for entrees than for drinks and snacks. Drinks and snack are approximately the same. Average prices that people are expect to pay: Snacks $2, Drinks $2,Entrees $3.50The average expected price for snacks and drinks was $2.25, while the expected price or entres was $3This topic caused somecontroversy.We asked: What price would you consideredTOO HIGH (OR TO LOW)for a healthy SNACK (Or DRINKS OR ENTREES), by too high we mean the pointyou would NOT be able to consider purchasing.[SELECT ONE]

To determine a good price for the products offered in the vending machine we asked a six question. We asked them to pick a price point that they thought was too high, too high meaning the price that they wouldnt even consider buying, and too low, to low meaning the price that they would not consider because it affected quality. We asked them to do this for each category snacks, drinks, and entrees. The price band for snacks and drinks was essentially the same with a high of $3.50 and a low of about 80 cents. For entrees the price band was higher with a high price point of $5.50 and a low of $1.5012

Locations Recommended by StudentsThe top three locations to place the HealthyYou vending machine are the SURC, the library fishbowl, and Black Hall.

A lot of people take classes in Shaw Smyser- Courtney Library is a no brainer- Kyle

n=131

On our survey we asked participants to choose three locations that they thought would be the best spots to place a healthyYou vending machine. The top choices were the surc, the fishbowl, black hall, shaw, and Nicholson pavilion. The surc and fishbowl were the overwhelming favorite locations 13

The overall Student likelihood of HealthyYou UsageParticipants are likely to use the HealthyYou vending machine. Females are more likely to use the vending machine than males Maybe if you taking the vending out of it. Group 1n=138When talking about the entrees Audra said I wouldn't care, I wouldn't use it.

Initial reactions; exposure of HealthyYou I would pay extra in tuition to have these on campusThe majority of people had a positive reaction to the idea of the HealthyYou vending machine.I would love to see a vending machine like that because it would help make healthier choices. Also it would be nice to get fresh fruit on the go.I would love this! As long as it is cheapI have no thoughts on it. I really do not care.That immediately catches my eye.-SeanIs this already a thing, cause if it isn't it should be-Courtney

After we exposed survey participants to the idea of the healthyYou vending machine we had an open ended response question asking them to describe their initial thoughts regarding the vending machine. Over 90% of the responses were positive. These are some examples15

Increased usage compared to current vending machine Usage on campusStudents would be more willing to use the HeathyYou vending machine compared to the vending machines currently on campus.I don't even carry my wallet when I am on campus.- Maggie group 1I dont usually have a lot of cash on me.-MirandaMeal plan usage was a significant finding*

n=141n=141

We asked how often participants use the current vending machines on campus. On average people use current vending machines only once a month and spend about $2.50. We then asked how often people would use a vending machine and how much they would spend. On average people would use the vending machine 5 times per month and spend an average of $14.00. We also asked similar questions for students that have meal plans and if students could use their meal plan money on the HealthyYou vending machine they would use it an average of 18 times per month and spend $51.12. However, only 42 of our participants had a meal plan.16

Products students most want to see in HealthyYou Vending MachinesThe five snacks that are most wanted are fruit, nutrition bars, cereal & granola bars, trail mix, and pretzels & chips. The four drinks that are most wanted are water, smoothies, tea &coffee, and juice. 90% of what is in there is potato chips and sugar Maggie group2PIRATES BOOTY!!!!-Audra

Blue diamond almonds-Maggien=137n=137

n=137

Recommendations HealthyYou vending machines should be placed in the Fishbowl, Black Hall, and Shaw SmyserWe do not recommend the SURC because of all the competition. The vending machines should not include entrees The prices for snacks and drinks should not exceed $3.50The best way to market the HealthyYou vending machine is by having an eye catching design and good placement within the building. Other options would be Facebook and WOM Allow meal plan use

Mine***18