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
Within the opening paragraph of his own article, David Freedman shares his story on searching for the most ideal smoothie, that would be affordable
Pelton, L. E., Strutton, D. & Lumpkin, J. R. 2002, Marketing channels: a relationship management approach. McGraw-Hill Irwin: Boston, p. 387.
...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.
Toly, D. (2005). "What's in the Package?" Rethinking Grab-and-Go Lunches. Journal of Nutrition Education & Behavior, 37S113-S114.
Soups are the staple food of the nomadic tribespeople, moving from place to place in search of cattle food. They use milk and prepare butter but choose to collect wild vegetables and hunt occasional wild animals rather than use their herds for food.
Furthermore, schools have become a paradise for fast-food franchises . Vending machines stocked with candy and soft drinks are unacceptable: nearly 19 out of 20 high schools in the U.S. have vending machines that sell pop, while almost 60 percent of elementary schools do. More than 70 percent of high schools sell can...
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.
Success of the plan In Kraft’s Food Corporation the planning analyst and the other business departments work together in close communication. This aids in the development of a system that allows business activities to align with the corporate goals and targets. The company is also building its performance around successful people by assuring that the plan is tied with the system that involves the use of practically tested strategies. Shared decisions of all the departments including finance and production departments help adding value to the business by improving its competitive place in the market.
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:
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.
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...
After looking at trends in the market and seeing that consumers are becoming more health conscious and the need for food that is easy to prepare it was decide that this product would do well in a consumer market made up of mid and upper mid income families and individuals.