January 7, 2013
Product Launch Plan
Fresh Express is a new business venture set out to change the eating habits of every day citizens. Created by Whole Foods, marketing executives have developed a product launch plan. This plan includes the description and positioning of the product, target, market needs, potential and growth, SWOT analysis, competition, marketing objectives and strategy, pricing, communication plan, distribution strategy, financial information, and finally market research. Product Description
Fresh Express philosophy is to use organic ingredients of the highest quality. The company will use local farms (when available), which grow organic fruits and vegetables, free of chemicals, synthetic pesticides, and fertilizers. Fresh Express will also use farms that have range-free animals raised in an ethical manner, free of growth hormones, such as bovine human growth hormone rbGH, antibiotics, or artificial drugs (Bond, 2012). Fresh Express menu will meet the Federal Dietary Guidelines. Fresh Express will provide breakfast, lunch, and dinner menus inside restaurants and drive-thru. By providing organic and healthy menu items, the customer will benefit from the service of eating correctly and will feel better about his or her choices. Customers will receive alternatives such as grilled meats, whole grain, and home-made dressing from scratch to ensure the healthiest options. The restaurant will serve a variety of items to include: salads, omelets, Panini’s, sandwiches, soups, and much more. Customers and the public will identify Fresh Express as the healthy alternative for eating healthy on-the-go. From the unique logo recognized by consumers, to green packaging that is appealing to the eye and focuses on the environment. Friendly and knowledgeable staff complete the experience with the ability to answer many health related questions and an explanation of ingredients to ease the mind of the health conscience consumer Production Position
“Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds” (Kotler, 1997, p. 262). Because of the use of organic and homemade product, it becomes increasingly difficult to compete in the area of price, but the opportunity to promote value in the approach to its positioning is very achievable. Competitors within this industry tend to be very similar in not just their product offering (e.g. burgers and fries), but layout, menu boards, value promotions, etc. To cater to the time and price-sensitive customer, some of the same conveniences such as drive-through options and value and combo menus, Fresh Express will differentiate itself from the competition is in the area of product variety. Not only will Fresh Express have options such as “fast and fruity fixings” and “delicious and nutritious combos” but also a made-to-order menu that will offer more specialized and gourmet options for the customers who are big on convenience but have a few more minutes to spare. The eat-in dining facility will replicate that of a bistro-style restaurant, which will give a fresh airy feel and will attract a more mainstream to upscale consumer base. By focusing on these factors as means of differentiation, this will allow Fresh Express to position itself as the high quality and healthy alternative to traditional fast food. Target
“Obesity is a prevalent problem in the United States, and is believed to contribute to over 300,000 deaths each year in this country alone. The average cuisine at fast food restaurants provides a disproportionate amount of calories, fat, and sodium when compared to the recommended daily allowance” (The Fatty Truth, 2012, p. 1). In the May issue of Newsweek the author stated, “At its heart is a simple "energy balance" idea: we get fat because we consume too many calories and expend too few. If we could just control our impulses--or at...