Figure 7 shows the MBS for Kenko Foods. In the following sections, each one building block will be explained. 3.1. Customer Segments
We are targeting healthy conscious - fast pace professionals, students and households, leaving in high density areas. According to Shiu et al. (2004), the region of residence, gender and age are the most relevant variables to segment the convenience and healthy-oriented markets. Professionals and students in mayor UK cities, between 21-40 years would the segment that would be most likely to buy a healthy and easy to consume food alternative for quick lunches or short breaks. The same study also identified that there is no significant demographic variable to segment households so we have focused in the general
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Value Proposition
We have developed healthy soups, based on dehydrated vegetables and meats, recreating international and local tastes, as our way to create value to our target customers.
We believe that healthy conscious students might value healthy soups with traditional flavours, easy to purchase, of quick consumption and at a low price range. Healthy conscious and fast pace professionals will demand a higher range of flavours and with a more flexible budget. For both segments the product will be served warm, with a tap and a spoon taped to the bottom of the cup, for convenient transport and consumption.
For healthy-fast pace households we have developed two presentations for its delivery: packs of six and twelve cups, with mixed or single flavour products. The product will be sealed and will also include the spoons taped to the bottom of the cup.
3.3. Channels
The channels through which we will be interacting with our customers, shown in section 4.1, are:
• Vending machines for healthy-fast pace professionals and healthy conscious students. This channel provides, low real state expense and labour costs, 24 hours income-producing work and easy cash flow management. Some of the disadvantages to consider are fraud cases, heavy taxation levied on the sites of location and vandalism.
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This channel provides low cost sales, accessibility, low cost promotion and a closer relationship with the client. It also provides an option for recurrent customers who want to consume the products at home.24
3.4. Customer Relationships
We will be establishing a self-service and impersonal relationship with all of our customers. KF has defined the channels in a way that the value proposition to be provided to its customers will be done through a low costs and limited face-to-face interaction.
3.5. Revenue Streams (£)
Figures 8 and 9 show the revenues by target customer and by channel for the first three years of operation. Healthy fast-pace professionals will account for 50% of the company streams in three years. Vending machines will be the main channel and will account for 75% of the revenue by the third year. The subscription online sales will start in the second year.
Figures 10 shows the volumes of dry soup cups sold by channel, for the first three years of operation. Online volumes will account for 25% of sales at the third year, doubling every year, building from the awareness of the brand created through the vending machine channel, and from online marketing
Besides marketing its customer service, the company markets different programs according to its three major types of customers. Some of them being,
Within the opening paragraph of his own article, David Freedman shares his story on searching for the most ideal smoothie, that would be affordable
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
In the article “The End of Food,” Lizzie Widdicombe describes an advancement of our food culture through a new product developed by three young men living in San Francisco’s Tenderloin district. After failing to produce new inexpensive cellphone towers on a hundred seventy thousand dollar investment, the three men went on to try and develop software with their remaining funding. While trying to maximize their funding’s longevity, they realized that their biggest budget impediment was food. In fact, it reached the point where their diet comprised of mostly fast food, and eventually they despised the fact that they had to spend so much time and money on eating. Due to this hardship, Rob Rhinehart, one of the entrepreneurs, came up with the
...2013). Cisco channel sales and inspiration in the age of internet. Contemporary Logistics, (12), 14-30. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1468933047?accountid=3783
Social attitudes of today’s society have changed the way people live, people now are working longer hours to sustain the financial demand that is needed in-order to keep up a higher standard of living, “One quarter of working men and 11% of working women in the UK now work more than 50 hours per week” . This is a social problem because it encourages people to eat ‘fast food’ type products such as pasties, sausage rolls, pre-packaged sandwiches and microwavable take-away items such as burgers & hot dogs etc, which all have high percentages of saturated fats, sugars and salts. These ‘fast foods’ are eaten because of their convenience and due to time shortages from working longer hours these food are the easy option. This implicates less healthy diets and obesity in the UK population. Tesco’s have and still currently sell these items but to combat this problem in 2000 Tesco launched their ‘Healthy Living’ brand of foods which are lower in fat, no added sugar and low in sodium, and in 2004 launched their ‘Healthy Living Club’, which has over 350, 000 members and offer over 500 ‘Healthy Living’ Products. The club offers customers information on diets, weight loss and other health issues.
Campbell’s Soup Cans was the first of several works created with this theme. The thirty two paintings are very similar, each one of them has a realistic image of the iconic red and white can of Campbell’s soup over a white background. The paintings have minor variations in the names that indicate the flavor of each soup. The majority of these are written with red letters; however, four varieties have additional black letters, like the “Clam Chowder” painting that says “Manhattan Style” in black letter under the name. The “Beef” flavor can also has black letters indicating that it is made “With Vegetables and Barley”, while the “Scotch Broth” has black letters that say “A Hearty Soup”, and the “Minestrone” can has “Italian-Style Vegetable Soup” also written in this color. In addition, there are two flavors that have words in parenthesis written in red letters under the type of soup. One of them is the “Beef Broth” tha...
American Journal of Food Technology 6.6 (2011): 441-59. Print. The. Gonzalez, Julina. A. Roel. " "The Philosophy of Food," Edited by David M. Kaplan.
The product will reach out to the working class and the decision maker of the household the company looked at the following
Thus, customers can get and receive information from each other instead of communicating to the corporations or the companies and as result they can easily spread information about company products as well as information about new arrivals
Fast food, as an industry, has received heavy criticism over the quality of the ingredients in its food. In addition to that, most fast food is perceived as unhealthy. There have been countless studies about what exactly is in fast food. It is assumed that there are no healthy options and that you will be forced to eat unhealthily if you choose to eat out. These articles provide evidence of health benefits from not eating fast food, as well as evidence of there being healthy options within the industry. As people become more health conscious, sales within the industry are likely to decline which is why it is imperative that franchises adapt and embrace this change in paradigm.
The industry sells its good through 3 channels and their sales with the market share:
The target market will be specifically made up of males and females ranging in ages from 18- 45. This segment was selected as many people younger than this age are still having their meals selected for them whereas those who are older than this bracket are seeking a healthier and more holistic lifestyle. For secondary target markets healthier products should be provided as well as products for children
Another point of reason I would like to argue about is fast-food restaurants are everywhere and it is difficult for one to find any alternatives. I would also like to ask of the consumers to look at it from another view. There are many choices available to consumers each day some can do harm, while othe...
These incorporate merchants, makers, stockists, wholesalers, dissemination, and as of now, World Wide Web, and so on. Decision of a fitting channel relies on upon the items or administrations to be showcased, the volume included the land areas to be secured and the long haul business approach of the firm in doing advertising capacities and practicing controls. Decision of a channel is critical as it can specifically impact the level of client administration.