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Organic Habits

Organic Habits offers boxed, organic, and gluten-free pasta/rice dishes in Herb, Broccoli, Chicken, and Vegetarian flavors. Geared towards busy, health-conscious women, this lifestyle brand promotes easy, healthy dinners for those with fast-paced lives. The positioning strategy focuses on promoting a trendy, professional image that appeals to young, single women looking to stay healthy. The product caters to those seeking convenient, nutritious meal options without sacrificing quality. Targeting women's health magazines and online platforms like Whole Foods, Organic Habits aims to inspire positive lifestyle changes through delicious, wholesome choices.

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Organic Habits

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  1. Organic Habits Briana Luca

  2. Concept Development • Easy, organic and gluten free dinner choices (can be vegetarian) • Pasta or rice choices; seasoning comes in box; add meat or vegetables • Four Flavors: Herb, Broccoli, Chicken, Vegetarian • Dual instructions

  3. Naming the Product Healthy living=habits People change their lifestyles to healthiness All organic products=loyalty Lifestyle brand

  4. Positioning Strategy • Easy, healthy dinner for people with busy lifestyles • Geared toward women who are trendy, professional and health conscious • Made for young, single women living fast paced lifestyles but still want to remain healthy • Boxed, all organic and gluten free pasta/rice dishes

  5. Target Market Profile

  6. Competitive Analysis

  7. Traditional Media Women’s Health Magazine: “Gives readers the tools they need to make instant, positive changes in their lives” Similar psychographics; women who dress in latest fashions, are tech savvy, and are ambitious Median Age: 33 years old Significant increase since 2006 ½ Page=$127,280 http://www.womenshealthmag.com/files/mediakit/WH-MediaKit-Psychographics.pdf

  8. Online Advertising • Whole Foods Website-Advertise on sidebar and write about it in their blog • Whole Foods is a lifestyle with similar demographics/psychographics as “Organic Habits” • Contribute “Organic Habits” recipes to the blog

  9. Alternative Advertising • In Store Marketing: Whole Foods • Food demonstrations, free samples • Show people how easy it is to make Organic Habits • Advertising in circulars and Whole Foods Newsletters

  10. Consumer Promotion • On package coupons • Creates brand loyalty • Only get the coupon if you buy the product

  11. Cause Related Strategy • Non GMO Project • Non profit organization • Only third party verification and labeling for non GMO foods and products • Features brands and companies that have organically approved, non GMO products. • Offer 5% of every purchase to be donated to the Non GMO Project

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