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