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 Geographic United States Suburban and Urban Areas Northeast and Pacific Coast Demographic Females, age 20-40 years old Single, middle class, educated Recently graduated college and living on their own $25,000- $40,000 annual income Psychographic Busy, professional lifestyle Trendy; Lives a distinct lifestyle Hobbies: yoga and working out, reading, wining, dining, shopping and working Desire to be healthy and live a health conscious lifestyle Ambitious, leadership, seek adventure Behavioral Easy, healthy, quick dinners Used once or twice a week Will become brand loyal quickly

6. Competitive Analysis Points of Differentiation Organic Habits Annie’s Homegrown Skillet Meals Amy’s Kitchen Entrees Price$4.99$5.19$4.99 Gluten Free All products gluten free 1 out of 4 products are gluten free 16 out of 27 products are gluten free OrganicYes Sodium 200mg560mg300-700mg # Of Versions4427 Easiness of Use Stovetop, Microwave StovetopMicrowave Frozen VersionsNon-Frozen Frozen Size of Product6oz8.7oz9-10oz

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.c om/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