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One of the customer groups we chose to look closer at
is FOODIES. A foodie is a person who is truly passionate about food;
"Realize that food is art. The only difference is that you can eat
it."
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* (N)Customer needs of a foodie
- being trendy
- photographing the food, sharing the
pictures on Instagram etc., getting feedback for your
creations
- constantly discovering new foods, new restaurants,
new recipes..
-supporting local products, finding quality
ingredients
- being creative !
*(A)Problem
solutions for a foodie
- For example Magnum ice-cream bar (in
Helsinki only in the summer) is super trendy, people can create their
own ice-cream by choosing all the ingredients from scratch. Each ice-cream is a
work of art. The need for sharing their experiences; a billboard in the
cafeteria wall where people who have tagged #MagnumHelsinki ‘s pictures appear
on Instagram for everyone to see. A great marketing gimmick
simultaneously!
- Trendy cooking events hosted in Wiklund, A
new trendy restaurant, maybe celebrity
cooks telling about the latest trends and recipes
- special food offers every day
- cooking classes
- a section in the food store where only locally
produced/high quality foods are sold (easy to find)
* (A)Proposed funels for marketing (how to reach
the foodies)
- Social media, most importantly blogs; Foodies like
to read the latest hot recipes from cool blogs! Engaging bloggers to co-operate
with Wiklund, a facebook page for Wiklund where the customers could share
recipes
-Events, such as the cooking events
- (B)Benefits
of the solutions (for the foodie)
- Getting new experiences and learning, finding cool
stuff easily
- (B)Benefits
of the solutions ( for Wiklund )
- Foodies can be easily influenced, if they like
something the other group members are likely to hear about it
- (C) How are the competitiors satisfying
these customer needs?
- Stockman has “Herkku” which sells quality, more high
end and trendy food products, Helsinki’s
Stockman has the Fazer’s restaurant world on the top floor, maybe Wiklund could
try a similar solution?
xoxo, Eveliina & Daniela
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