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.
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
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