Download - New Product Development Project - Meal kit
Pure creations
Data Analysis• Consumers are leading busier
lives• Australian household sizes are
changing• The way people consumer
and view food is changing
Data Analysis
Data Analysis
Primary Target Segment• Women with high
incomes• High Career
aspirations • Highly Educated • Highly likely to buy!
Key Insights• 2.6 million Women aged 24-
34 Australia wide • Healthy needs to be
convenient• Dietary requirements • Inordinately time poor• Flavour seekers • Combo benefits
Persona – Primary customer
Persona – Primary customer
Positioning Map
Unique Selling Proposition• Australian grown organic ingredients• Uses new dehydrating technology• Range of flavours• Convenience and stress free• All ingredients• Allows input• Minimal preparation and cooking time
Product AttributesSize: Single - two serve packet Packaging: 100% recyclable with tear function at the top
Manufacturing process: Individual ingredients will be packaged in a vacuumed sealed biodegradable packet Price: Value-based pricing strategy $12.95 for three SKUs
Product Packaging/Design
Product BenefitsPrice value: Cost effective Convenience value: Pre-sliced, cut, and crushed ingredients, easy to follow process and contains all ingredients (excluding meat)
Sense value: Viewing window, ingredient entices the taste senses
Emotional value: Stress-free, easy alternative, experience new cuisines
Confidence value: Confidence in health and dietary requirements
Self-expansion value: Indulge in home cooking, expand on recipe
Competitive AdvantageAll in one: Our kit offers both organic and no-artificial-preservative ingredients• Caters to a variety of dietary
requirements such as GF and DF
Exotic flavours and cuisines: Focus on developing ethnic meals that are considered “hard to prepare”.
Financial Business CaseVolume (tonnes) (Year 1) 2016 (Year 2) 2017
Total ready meal market
(Source: Passport 2014)111,508.78 114,046.81
% Awareness 30% 40%% Trial 10% 15%% Availability 20% 30%% Repeat purchase 15% 15%Meal kit Sales 100 308
Volume (kits)
Meal kits
701,481
(692,481 for sales
9,000 samples)
2,160,561
(2,145,561 for sales
15,000 samples)2016 2017
Total meal kit revenue 5,223,615 16,184,682Revenue from Machine leasing 790,000 1,580,000Total Revenue ($) 6,013,615 17,764,682
Dri-it MACHINE 1,610,800 4,191,264 COGS 3,706,158 11,414,965Warehouse (1,200/week) 57,600 57,600
DISTRIBUTION 1,000,000 1,500,000
MARKETING 100,000 300,000Total Cost ($) 6,474,558 17,463,829 Profit (460,943) 300,853
COST OF GOODS SOLD
Spaghetti Bolognese($)
Chinese Sweet and Sour ($)
Indian Curry($)
Ingredients 3.49 3.32 3.26
Package 1.56 1.56 1.56
Labour 0.37 0.37 0.37
Total COGS per unit 5.41 5.25 5.19
Price for retailer/gym (30% margin)
7.73 7.49 7.41
PRICE FOR END-USER (40% margin)
12.89 12.49 12.35
RPP 12.95
All-in-one Exotic flavours & cuisines
Financial Business Case Pre-launch L Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Sales 346 1,039 1,039 7,963 17,312 27,699 34,624 41,549 48,474 55,398 69,248 76,173 83,098 103,872 124,647
Awareness 10% 30% 60%
Trial 5% 20% 50%
Availability 10% 20% 40%
Apr
May Jun Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May Jun
Pre-launch L
0
20000
40000
60000
80000
100000
120000
140000
Monthly Sales Forecast
Sales
Melbourne regions
159,240 target customers
CommercialisationProduct Launch - Guerrilla marketing• Cost effective• Drives Trial• Be where our targets are
Launch Events:• Queen Victoria Market Night • Launch Male Delivery to CBD Offices • Train Stations pop up• Sarah Todd competition (cooks for friends)
Communication StrategyChannels:• Social media: Facebook, Instagram YouTube,
Website
• PR- : Blogs, Brand Endorser, Word of Mouth, Events
Adoption Factors:Relative advantageCompatibilityTrialability Observability/ VisibilityComplexity
One Year PlanMain Objectives:
Pre-launch (April – June 2016)• To prepare for the successful launch of Pure Creations in July 2016• To create visibility for Pure Creations: products begin to appear at POP
July - August 2016• Launch • To raise brand awareness of Pure Creations to
30% • To encourage 5% of the target market to try the products
August 2016 - June 2017• To raise brand awareness of Pure Creations to 60% • To raise brand preference to 40% of target • market• To increase trialability by 10% for the target • market • To attain 15% of repeat purchase
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May JunSales 346 1,039 1,039 7,963 17,312 27,699 34,624 41,549 48,474 55,398 69,248 76,173 83,098 103,872 124,647
ImplicationsThe Power Women 24-34 want this product!
Product fills a gap Product is not easily
replicatedBelow the line -high
engagementNeeds met and some