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Blue Apron Party Box Marketing 796 Final Project Section 302, Team 6 Emily Wu, Robert Benbow, Alyssa Gaughen, Sungjun Lee, Vikramjeet Singh 1
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Executive Summary Recommendation: run a pilot in selected urban areas with our proposed “Party Box” offering (serves 8 for $100 with a simple recipe - $12.50 per person) Research Phases Focus group: to explore the “Party Box” option for Blue Apron Survey: to get sufficient data (50 responses) for conjoint analysis Conjoint analysis: to find an ideal offering based on the maximum utility to consumers Profitability analysis: to assess whether our plan could be profitable Proposed Research: analyze cannibalization, determine profitability 2 Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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Research Objective: “Party Box” Plan Is there an opportunity for Blue Apron to expand to customers who enjoy having dinner parties? How many servings should be included in a Party Box? What would be their willingness to pay? What would be the most appealing offering to customers? Is it feasible for Blue Apron to offer Party Boxes for one- off orders without subscriptions? Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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Focus Group Findings Budget: $15-$20 per person Prep Time: 30-40 min grocery shopping, 2-3 hours cooking Pain Points of Dinner Parties Always have leftovers Difficult to find needed ingredients at the grocery store Take a long time to prepare and clean up Concerns about the proposed Party Box Plan Limited choices Want to preserve family traditions during special occasions Allergy and dietary restrictions Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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Survey Design and Findings Demographic Information Age: 26-32 (87%) Gender: Male (59%) vs Female (41%) Awareness Rate (82%) Users (22%) vs Non-users (78%) Offering Types One Main Course, One or Two Sides, with or without Dessert Price: $100/$125/$150 Serving: 6/8/10 Recipe: Simple/Moderate/Advanced Highest Rated Offering: a main course, two sides, a dessert, serves ten people, costs $100, and has a moderate recipe Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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Conjoint Analysis - Part-Worth Utilities A Party Box that includes a main course, two sides, and a dessert, serves eight people, costs $100, and has a simple recipe has the highest utility (total utility is 6.24) Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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Recommendation Run a pilot in selected urban areas (where customers live close together) Proposed Offering: serves 8 for $100 with a simple recipe ($12.50 per person) Additional $2.50 per diner ($12.50 compared to current $10) could defray the costs of extra course and one-off shipping Potential Monthly Profits for “Party Box”: ~2 million Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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Limitations and Proposed Research Limitations Consumers may have assumed that they could select their meals Survey respondents were all Fuqua students Lack of accurate information to calculate potential monthly profits Proposed Research Collect responses from a broader audience Analyze cannibalization of Party Box with current offerings Determine profitability by addressing internal costs such as shipping and inventory Research FindingsRecommendationProposed ResearchResearch ObjectiveExecutive Summary
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9 Thank You! Questions & Answers
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10 Appendix (Calculation of Potential Profit)
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