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We're ready to present!

The visuals are coming together!

Logo Ideas for the Dinner Date Box courtesy of Sophie!

Finding a name

We thought of many different names for our "dinner box for 2". We wanted the name to be simple to fit with Intermarché's core values, and a little bit catchy.

We thought of...

DInner for 2

Eat Local

Dinner Date Night

Super Supper...

... But in the end, we decided on DinnerDateBox

#dinnerdatebox #name

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Testing the idea

We asked friends and friends of friends what they thought about our local food / Made in France "dinner box for two" idea, and got very good feedback!

"It sounds like a cool, innovative idea. It would appeal to me because it is a balanced meal and it is a compromise between cooking from scratch vs. frozen foods that are not good for you. It also eliminates food waste and takes the guesswork out of dinner, which is essential after a long day of work during the week" - Stella, 30, lives with husband

“It’s a very good idea to have access to fresh local products, and to get ideas on how to cook them” - Zoe, 27, lives with boyfriend

“I often work late and so does Céline [my girlfriend] so this would be great for us to pick up and cook quickly after work!” - Paul, 25, lives with girlfriend

“It's perfect for me! I always run out of ideas of what to cook during the week” - Emilie, 25, lives with boyfriend

I just bought an apartment, so getting local food at this price in Paris would be really interesting for me” - Baptiste, 30, lives with fiancée

I love cooking but I never have time to plan ahead since getting my new job. It would be great to get local ingredients and recipes without so much effort” - Maura, 29, lives with boyfriend

#testing

Agathe's benchmark of urban supermarkets.

#benchmark #urbansupermarkets

Ronak's overall comments: Intermarche was surprisingly modern, very convivial ambience and there was good music playing in the background and a very well maintained super-market in Paris. There were mostly older couples in the store, as seen featured in the photos.

#instore

Ronak also noticed the way food was displayed neatly (for the most part) and how consumers shopped and the atmosphere of the store.

#instore

Ronak's trip to Intermarche earlier in the semester, He discussed consumer habits with shoppers and their opinions about Intermarche and how the brand experience could be improved upon.

#instore

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Allegra's fieldtrip to Intermache, specifically noting the placement of foods and combinations/sections in the store. For example, the socks were beside the wine and other things seemed thrown together haphazardly, the order did not seem to coincide with the typical consumer shopping experience and shoppers often had to double back to get everything they needed.

#planning #target #product #roles #assignments

Roles (and fancy titles)

We assigned roles to each person in the group.

Agathe: The Client Voice / Competition and Brand values

Allegra: Execution tactics Specialist + Logbook Master

Ronak: Execution tactics Specialist + Tech Insider

Sophie: Creative Director / Product development

Wallis: Master Planner / Research and Strategy

#roles #dreamteam

In-class challenge designed to assign tasks within the group to everyones strengths and weaknesses. Wallis knew what to do!

(And we won).

3 main findings: local food / dinner time / DIY

From our research and our survey responses, we decided to focus on three trends in grocery shopping and cooking habits among our target:

- Local food / Made in France: the importance of traceability in food, a good reputation for local products (better for the Earth, better for you, and taste better!)

- Dinner time: the one moment of conviviality to spend time with your significant other in the middle of a very busy life for young urban professionals.

- DIY: older Millennials have a strong interest in do-it-yourself projects. They like how-to's, tutorials, learning new things, especially in the kitchen.

#trends #findings #research #strategy

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Summary of Articles and research used

http://www.bcg.com/documents/file121010.pdf

American Millennials, Barkley, 2011

Les Français et le consommer local, Ipsos, 2014

http://www.washingtonpost.com/lifestyle/food/for-millennials-food-isnt-just-food-its-community/2013/10/22/b6068902-35f2-11e3-8a0e-4e2cf80831fc_story.html

http://www.bonappetit.com/entertaining-style/trends-news/article/millennials-food-drink-trends

http://www.consumerfed.org/pdfs/Millennials-Tuesday-GREENBLUM.pdf

http://business.lesechos.fr/entrepreneurs/idees-de-business/109453-manger-local-une-vraie-tendance-26262.php

http://www.ipsos.fr/ipsos-marketing/actualites/2013-05-07-dematerialisation-consommateurs-sont-ils-prets

http://www.adweek.com/news/advertising-branding/how-price-affects-consumer-s-path-purchase-160401

http://www.takepart.com/article/2014/09/23/bio-reactive-food-label-sell-stickers-could-become-obsolete?cmpid=foodinc-fb

#research #studies #articles #oldermillennials #consommerlocal

Meet the target

#typicalmillennial

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