2013 Marketing Campaign ProposalAgi’s Raw FoodsMicro Green Juices

Prepared by:Jessica HaggettHolly YandleJia Lok HongMia LeeJie Ciaxo

Product Overview

Master herbalist Agota Habeller (Agi), was born and raised in Hungary where she was a teacher, then later moved to New York and worked as a healthcare professional for 14 years. Agi started Organic Manic in late 2011 at a location on 1700s and 300w. Here, they had a raw, organic buffet, and sold nutrient rich juices that were made from scratch to the community. It was initially a casual dining restaurant.

In 2012 Organic Manic moved locations to 2030s and 900e. This was a new adventure and a new startup for Agi. Organic Manic went through a complete rebranding phase and the name was changed to Agi’s Raw Foods. It is no longer a restaurant, but more of a retail location where customers can buy organic raw cereals, crackers, chips, sprouts, salad dressings, fresh juices, and much more. Agi is very knowledgeable about her products and likes to share this knowledge with her customers.

When going to Agi’s Raw Foods, you will be warmly greeted as soon as you enter the store. Agi does not do any marketing for the store; it is based solely on customer experience. After you are greeted, you will be offered samples of ultimately everything- salad dressings, juices, micro green juices, crackers etc. If you are curious about a product Agi doesn’t describe it, she lets you taste it! This has been effective for Agi’s Raw Foods so far, but our team has put together an extensive marketing campaign in order to raise

awareness of the store, and increase sales.

The product that our team will be marketing is Agi’s Micro Green Juices. These juices are kept in a freezer and can be either dissolved in water or blended into a smoothie. Each Micro Green Juice sells for $2.50, and is full of nutrient rich ingredients that have many health benefits. The Micro Green Juice contains alfalfa, spinach, barley, wheat grass, fava bean green, carrot top, cilantro, parsley, radish, green cabbage, turnip, green pea, kale, sunflower, broccoli, kohlrabi, arugula, basil, and vegetable glycerin. Agi grows all of these vegetables in her local greenhouse for the freshest ingredients. Competitors such as Whole Foods offer products such as this one, but are usually

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ground down to a powder form, drastically reducing the benefits of drinking something so concentrated and fresh.

Audience

Agi’s Raw Foods is located in Sugarhouse, where city culture is dense, and there is a need for specialty food stores. Many people living in Salt Lake City, and Sugarhouse, desire products that are hand made and high quality. Agi’s can appeal to these people because everything in the store has been grown by Agi herself, and put together to ensure the highest nutrients and health benefits.

More specifically, Agi will appeal to trendy, new age hippies that live within these urban areas. Hippies are different these days; they shower, and get their degrees in natural healing, and sustainable business. They are educated, and care about their bodies and overall health. They also like to live in trendy areas such as Sugarhouse, the Avenues, and the Marmalade district. They are usually left wing, and have a deep-rooted desire for natural products, whether it’s for the health benefits or because it’s trendy.

Agi’s appeals to a wide spectrum of people, including vegetarians, vegans, raw foodies, naturopaths, people that are gluten-free, have dietary restrictions such as liquid only diets, interested in weight loss, and are health conscious. This demographic can afford specialty food products, and are educated in their special diet. Agi’s Raw Foods has items for each and every one of these diets.

Salt Lake City is a vegan city. In the March/April (2012) issues of Veg News, Salt Lake City was dubbed “the Next Great Vegan City”. This tells us there are many vegetarians and vegans in Salt Lake City, which causes a greater need for vegetarian/vegan eating options. Another demographic Agi’s Raw Foods can appeal to is people who are compassionate for animals. The Salt Lake Animal Advocacy Movement happened recently, with people protesting outside of Wal-Mart.

The obesity rate in Utah is 57.9%, which means more than half of Utah residents are obese. This also means Agi’s raw foods could appeal to these residents who may be looking for an answer to their unhealthy lifestyle. The Micro Green Drink has a large scale potential across the valley if our audience starts to see it as a health supplement. On the opposing side, the Wasatch Front is chalk full of nature enthusiasts who like to hike, climb, swim, mountain bike, and ski. Agi’s will appeal to these people who care about their physical fitness, because the same people usually also care about their overall health.

Objectives

Our campaign has two objectives. The first is to educate our target audience about the benefits of eating raw food, and drinking micro green juices. By creating a greater awareness of Agi’s Raw Foods, we hope to increase our conversion rate. Our second objective is to increase sales of Micro Green Juice by using five different channels and tactics. With increased awareness, we hope to gain a larger customer base and gain loyal customers.

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Brand Positioning

Agi’s Raw Food has positioned its Micro Green Juice as high quality, low cost, with no filler. Micro Green Juices have very few direct competitors since a product this fresh is difficult to mass-produce. Awareness in the consumer market is low, but if this were changed, Agi’s would have the competitive advantage. Very little marketing is done at Agi’s; the company prefers to focus on improving the product and expanding consumer knowledge on the health benefits of Micro Green Juice. Agi’s Micro Green Juice costs $2.50 as opposed to Jamba Juices Wheat Grass Shot at $3.29 for 2 oz. Agi’s Micro Green Juice tabs contain wheat grass and 18 other healthy phytonutrient rich vegetables.

By choosing Agi’s Micro Green Juices consumers will be able to make the choice of adding smoothie ingredients or leaving the raw vegetables in their most effective form. Bolthouse, Odwalla, and Naked all have smoothie ingredients added thus not allowing the end consumer to regulate the amount of sugar and dairy added. These are ingredients that detract from the raw healthiness of the plants and phytonutrients that create the main reasoning consumers seek out micro green juices. These substitutions can be found readily in convenience and grocery stores but are inferior to nature of a true raw food phytonutrient and cost more for the smoothie filler. This substitution line runs from $3.19 to $3.50 for roughly 2 oz. of the phytonutrients and 13 oz. of smoothie filler and other fruit juice concentrates.

If you search for the keyword “Micro Green Juice” on-line you find many recipes and tips for growing your own micro green plants and creating your own juice. The pre-grown and packaged “Micro Green Juice” as Agi’s prepares it is not readily available or easy to find on the Internet. This positions Agi’s as a market leader. The brand position is strong and the advantages are evident.

Marketing Channels

Event One channel Agi’s Raw Foods will use is the Farmers Market. By utilizing this demographic, we hope to boost sales, and increase conversion. The tactic is to interact with our audience by sampling Micro Green Juices, and provide a memorable experience at our booth so that people won’t forget about us after leaving our booth. We will hand out recipe cards for the smoothies with each sample, and we will also email people their photos that are taken behind our vegetable cut-outs.

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MailThrough mail, Agi’s Raw Foods will market to both retirement and nursing homes. Senior citizens will be targeted here, because most of them have swallowing difficulties. The purpose of this tactic is to request an opportunity to educate purchasing representatives and nutritionists about the benefits of our Micro Green Juice. Instead of business-to-customers marketing, we choose business-to-business marketing in order to increase sales. Purchasing representatives and nutritionists are the intermediaries that will help us reach this target audience and raise awareness among them. We hope we can build a long time relationship with them by supplying fresh Micro Green Juice. This strong customer base will help us build upon our good reputation. We will track this by seeing how many inquire about the product, and how many orders are made.

Paid SearchAgi’s will use paid search through Facebook. This tactic will be used to promote our company and product, increase demand for Micro Green Juice, and reach potential customers. This tactic will help build a bigger audience by setting the demographic and geographic targets, so this advertisement will be shown to young vegetarians and health-conscious people living near Salt Lake City, Utah. Through this advertisement, we will get many potential customers and increase sales of Micro Green Juice. We will track the click through rate using Facebook analytics.

CouponThrough Groupon, Agi’s will offer coupons for Micro Green Juice. Offering coupons will increase the sales for Micro Green Juice and improve the awareness. The Groupon will provide a 50% off discount for Micro Green juice. Since Groupon has such a large following, this will help increase conversion rate by allowing people to try the juice at a discount for the first time. We will track conversion by seeing how many coupons are purchased, and how many customers come back a second time.

NewspaperAgi’s will run a newspaper ad in City Weekly reaching over 60,000 people creating immediate sales revenue of $540. The objective is to increase impressions, increasing orders, and finally increasing conversion so that Agi’s doesn’t have to spend more money to keep consumers coming back. We recommend running this ad three times per year for $423. We will track conversion by the unique phone number listed on the ad, and also, when consumers bring the ad into the store, they receive a free sample enabling us to track the number of sales attributed to the advertisement.

Expected Results

Agi’s Raw Foods will use $312 toward the 2013 marketing campaign. This is a very small amount compared to the revenue of $2,228 that will be brought in from all five tactics combined. These marketing efforts will also create loyal customers who can serve as advocates for Agi’s. We will also create repeat customers allowing us to allocate our marketing expenses toward other users in the future. Our marketing ratio is a low 14%, as well as our CPA of just $4.

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Clearly, this marketing campaign will prove to be successful. We hope you will consider our proposal so that Agi’s Raw Foods will continue to flourish in the upcoming years.

Sincerely,Agi’s Marketing Team

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8%

45%19%

4%

24%

Campaign Expense Allo-cation

Event Print Ad Paid SearchMail Groupon