As a company Pure and Simple are entering the market for home delivered food. As with every market there are niches and this firm is entering the niche market of catering for people who want healthy food which is grown organically.
As growing food organically is expensive that will reflect in the type of customer the firm gets so the firm believes its target market are young professionals who have the money to afford this food but have limited time available.The service and products we provide are vital to the success of our business if we do not satisfy the customer with this then other elements of our marketing mix will be in vein. Our end product is the food served up to our customers there will be wide range of food available mainly cooked meals. The meals will all be organic as we aim to satisfy health conscious customers and we have an alternate menu of African cuisine as an alternate option for our customers. The food will be of high quality, as we will use fresh ingredients that are of the highest standard.
Our brand name will be ‘pure and simple’ as it is important to have a brand that reflects the high quality of our product and that so our target audience can identify us as having a high standard of product. As young professionals this will fit in with their lifestyle and image, as they are a wealthy group of people. If we offer a good service then we will be able to gain brand loyalty this is extremely important to us as a small firm because if we can achieve this then word of mouth from satisfied customers it will help with sales.At this stage the firms premises will be at Ellen’s home in the suburbs of Manchester a 10-minute drive from the city center were our target market lie. As already explained this will save money in the form of fuel and allow more time to keep up with demand. As this is the case we will be able to meet our objective of a fast and efficient service. The suppliers to the business will be unicorn supplying us with organic food, based in alderly edge, barbican and Alan Jackson’s meats based in alderly edge.Which is again close to her home meaning the distribution channel between her and the supplier is very short and the raw materials the food can be received quickly.
Our Costs need to be took into account first of all as if we can’t cover our costs then the business will gain no profit. The next point we had to consider was Competitors prices and prices of substitutes. Research we have done indicates that a basic 3-course meal will be charged at around i?? 30, which is going to be slightly more expensive than competitors in the catering industry.The reason for this though is we are offering a service nobody else does differentiating from our competitors by using only organic ingredients thus giving us a competitive advantage. Our prices will also be higher than our competitors due to organic food being more expensive. Prices of substitutes could be a problem as you can acquire the same sort of meal by buying ingredients from the supermarket for a lot cheaper.
This though is of course a lot of hassle for some people with little time on their hands so we believe through the research we have done they will pay for the service and the higher standard of cooking from us.This is were the Customers assessment of unique product features comes into play. As our products our organic health conscious people will find this an extremely attractive feature. Due to our target market having a large disposable income the cost of the product is not going to be the most important thing.
“From a consumer perspective, it is not the cost that matters, but the perceived value. “( Brassington and Pettitt, 2000 , pg391). This is the principle, which will be adopted for Pure and Simple.