FIT & FRESH GATHERINGS

ASSIGNMENT In assigned teams, we were to develop and deliver recommendations to MedPort’s Fit & Fresh Gatherings line. Fit & Fresh Gatherings is a food

storage and transport solutions line that offers high quality with functionality and design. For the recommendations, we were to take a

deeper look into the target market, define our positioning strategy, recommend channel strategies, and also, branding strategies.

ROLE

My focus in this project was to take a deeper look into the target market of women ages 25-44. After acknowledging the broadness of this market, I conducted thorough research. In conclusion, I decided to approach the

target market in a much more focused manner. I divvied the age bracket into three women and developed three personas/profiles.

In addition, I too did the following: arranged group meetings, assigned group members tasks, edited and proofread work, and served as the

primary contact within the group.

ATTRIBUTIONS Ashley McIntire

Brittany Ault Kelsie Allabach

Fit & Fresh Gatherings

Kelsie Allebach, Denise Alvarez, Brittany Ault, & Ashley Mcintire

Positioning Statement

Our target market, women 25 to 44, are socially engaged in family and group gatherings and are digitally engaged in social media. The Fit & Fresh Gatherings line is the innovative food container

and carrier solution that keeps your food insulated and preserved. These women want to feel pride in providing exceptional results without the hassle. Her perfect dish will keep her guests wondering,

“How does she do it?”

Target Market: Kaela

Age: 25 Geographical location: Midwest, Central City Income level: Average $45k + Family structure: Recently engaged, no kids

Lifestyle & Hobbies:• Enjoys yoga & fitness • Enjoys tailgate events • Hope to build a family and own a home soon • Materialistic

Shopping Habits:• Emotional, impulse buyer

Online Habits:• Would rather shop in stores than online for apparel and shoes, suggesting that they like to touch, feel and try on a product before buying. • Uses the Web for gathering information, especially social media • Use the Web to browse and compare prices. • Values outside opinions

Target Market: Amy

Age: 35 Geographical location: Midwest Town/Rural Home Ownership: Owner Income level: Average $70k Family structure: Married, with kids Other: Super-group

Lifestyle and Hobbies:• Soccer mom

• Active PTA member, participates in fundraising

• Attends potlucks and elite events • Feels vital and radiant

Shopping Habits:• Highly active on social media • Pays attention to reviews and

blogs

Target Market: Lisa

Age: 44 Geographical Location: Midwest Suburban Income Level: Average $68k + Family Structure: Married, with kids (empty nester)

Lifestyle and Hobbies:• Enjoys cooking • Family oriented

• Enjoys hosting all family gatherings

Shopping Habits:• Shops in-store • Purchases for quality but is not

opposed to promotions

• Seeks quality in products • Turns to social media & reviews when looking

for advice for products • Seeks connection with the brand • Take into consideration outside opinions • All socially active

What These Women Have In Common:

Kaela Amy Lisa

Insight

• Women feel they are not good enough when faced with failure and rejection.

• The pursuit of perfection • We came to the conclusion that with the Fit &

Fresh Gatherings line, you are one step closer to your ideal perfection.

Competition

Product Benefits

Consumer Benefits

Functionality

Design

Here is the Fit &

Fresh Gatherings

gap.

The New Yorker - Index: 121 (Food & Drink Section) The New Yorker, a print and digital publication, is a national weekly magazine that offers a signature mix of reporting and commentary on politics, foreign affairs, business, technology, popular culture, and the arts, along with humor, fiction, poetry, and cartoons.Frequency: 47 times a year as a print and digital publicationTotal Circulation (Audited): 1,049,430

Channel Strategy: Print

KAELA

People - Index: 109 People is a cultural force. We define celebrity, drive conversation, and inspire action. We create an immediate and intimate connection to the people you want to know and the moments that shape their lives. Frequency: Weekly as a print and digital publicationTotal Circulation (Audited): 3,510,533

Good Housekeeping - Index: 131 Good Housekeeping, a print and digital publication, focuses on food, nutrition, fashion , beauty, relationships, home decorating and home care, health and child care and consumer and social issues. Articles are enhanced by reports from the Good Housekeeping Institute, the evaluation laboratories of the magazine, that serve to simplify purchasing decisions of readers.Frequency: Monthly as a print and digital publicationTotal Circulation (Audited): 4,315,330

Family Circle - Index: 110 The Family Circle reader is a busy mom raising tweens and teens. Her top priority and greatest joy is her family. She multi-tasks every day because she is doing it all—from running her household to being involved in her kids lives and getting dinner on the table. She looks forward to her well-deserved breaks and enjoys taking time for herself.Frequency: Monthly as a print and digital publication Total Circulation (Audited): 4,015,728

Channel Strategy: Print

AMY

Taste of Home - Index: 148 Taste of Home magazine, a print and digital publication, is dedicated to the passionate cooking community of home cooks where they share their recipes, tips and techniques for meals and entertaining. All recipes are easy to prepare and are made with readily available ingredients. Recipes are reader submitted, editor approved and tested by field editors and the Taste of Home kitchen, ensuring success.Frequency: Bi-monthly as a print and digital publicationTotal Circulation (Audited): 2,615,097

Birds & Blooms - Index: 155 BIRDS & BLOOMS, a print and digital publication, provides advice and ideas on gardening and birding.Frequency: Bi-monthly as a print and digital publicationTotal Circulation (Audited): 1,125,327

Channel Strategy: Print

LISA

Midwest Living - Index: 136 Midwest Living is the leading lifestyle media brand that explores the region, savors its unique flavors and celebrates the people who make the midwest shine. Midwest Living's editorial is written by midwesterners about the things that matter most - family, home, food, travel and entertaining.Frequency: Bi-monthly as a print and digital publicationTotal Circulation (Audited): 963,353

Channel Strategy: In-Store• 1.6 million likes on Facebook, most engaged insights are 25 to 44 years old • Would be great for all target markets, they can afford to shop at this store Quality Standards: “…We are passionate about great tasting food and the pleasure of sharing it with others…” Higher Purpose Statement: With great courage, integrity and love – we embrace our responsibility to co-create a world where each of us, our communities and our planet can flourish. All the while, celebrating the sheer love and joy of food. • Product benefits would allow the gatherings line to be considered as a product

by the store

• 99,000 likes on Facebook, most engaged insights are 25 to 44 years old Mission statement is to set the standard for culinary excellence. We are culinary creators dedicated to bringing you the worlds finest gourmet and artisan food, wine, and gifts. The DEAN & DELUCA goal is, and has been since the beginning, to discover, introduce and support products that meet our - and your - uncompromising standards. • Would be great store placement next to DIY kits

• 23 million likes on Facebook, most engaged insights are 18 to 34 Our Mission: Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less. brand promise. • Retail high end designers & a great home decor & dish ware selection

AllRecipes.com • Most engaged insights on Facebook are 35 to 44 years old• Recipe article featuring gatherings productMission: the worlds largest digital food brand, energizes home cooks around the world with confidence so they can accomplish their everyday cooking goals - no matter the size or scope.

Channel Strategy: Partnership Opportunities

AllRecipes Magazine We know what you're searching for. In a world of unlimited recipe choices, AllRecipes magazine sifts through and serves up the best from Allrecipes.com, the world's largest online community of cooks. Combining our digital insights and editorial expertise, we share recipes from the people, for your people-with ratings, reviews and motivation to make it your own. It's guaranteed that when you cook what they cook, you'll get your own 5-star reviews.Frequency: Bi-monthlyTotal Circulation (Audited): 437,334

Channel Strategy: Partnership Opportunities

Food Bloggers

Adventures Cooking is a well-known blog written by a woman named Eva in Oregon. The posts are relative for the type of lifestyle she leads, being active in cooking, eating, traveling, and entertaining. The blog discusses recipes, travels, organic ingredients, reviews on cooking/entertaining items, and of course the writers favorite things section. As seen on the blog Eva does go into detail about products she really enjoys using. Adventure Cooking caters to our Kaela persona.

Edible Perspective is a popular food and entertainment blog amongst the Amy persona/demographic. The blogger highlights favorite recipes and items she inquires to make her perfect dishes. The blog also promotes pictures of dishes. Edible Perspective also shows paid ads on the side of the website which the other blog does not. This is a positive because the writer can feature the gatherings line and then a paid ad could show up days or weeks later.

Branding Strategy: Social Media

Example Facebook Posts:

Example Twitter Posts:

Branding Strategy: Print

Branding Strategy: Print

Branding Strategy: Print

Branding Strategy: In-Store

Branding Strategy: Web Banner Ads

Branding Strategy: Web Banner Ads

Creative BriefWhat are we trying to accomplish?

First, we must create awareness for the Fit & Fresh Gatherings brand. In order to make this goal attainable, we must exploit the line through media outlets, making the target aware that this product exists.

Who are we trying to influence?

Women, ages 25-44. All these women are at different stages of their lives- so we’ve broken this broad target market into three different personas,

focusing on their current and basic needs for on-the go food carriers/containers and their strive to deliver a perfect dish.

What do they think now?These women are unaware of the Fit & Fresh Gatherings brand and its innovative food transport solutions. They currently

tend to purchase from active competitors whose accessibility is more visible and known.

What do we want them to think?We want the target market to think of the Fit & Fresh Gatherings line as their product of choice when transporting and

serving foods for parties/gatherings.

Why should they think this way?The Fit & Fresh Gatherings line has been patented with the latest innovative Airgel3 technology. The high performance

insulation is made of three layers of insulators, keeping food fresh and ready to serve. Friends and family will be amazed, and left wondering “how does she do it.”

How would our brand’s character best be described?Our Gatherings brand is:

1. Innovation 2. Social

3. Convenient 4. Mess-free

5. Confidence 6. Organization

What is the single most important thing we can say to influence them?

It’s a reflection of your ideal perfection. By providing well designed hot/cold on-the-go containers, Fit & Fresh Gatherings promises that your food will remain savory, protected and fresh for any gathering.

Additional Recommendations

• Offer design options to consumer in order to make a personal connection

• Redesign website to intrigue user • Reorganizations of website for easier user interface

experience for older users • Usage of relatable settings for product usage • Continuous activity on social media