Tbf Rfp
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View Tbf Rfp as PDF for free.
More details
- Words: 597
- Pages: 6
Top Box Foods Request for Proposal Regarding Customer Acquistion TEAM STAR 2/25/19
BACKGROUND
Top Box Foods (TBF) is a social enterprise that sells proteins and fresh produce in food desert communities across the Chicagoland area. Starting 6 years ago, TBF has been able to build a strong presence on the South and West sides of Chicago. More recently, TBF has experienced challenges to incentivize word of mouth as a communication tactic to acquire new customers. Additionally, TBF has found it challenging to leverage their nonprofit position as a competitive advantage over businesses like Aldi and Jewel-Osco.
BUSINESS ISSUE
Team Star acknowledges customer acquisition as Top Box's most significant business issue. Those who buy their food from TBF are brand loyal, however, TBF needs to reach more of these customers. We believe that they should utilize their powerful mission to drive their brand narrative. [TBF] was named by a number of respondents as a favorite store, although it appears that most shoppers do not use Top Box or any other single grocer exclusively...“Quality of the groceries” and “variety and assortment of groceries” are key factors influencing grocery decisions. Findings suggest that the competitive advantage of Top Box Foods is its partner network, delivery site locations, price, and quality of foods offered." - MG Top Box Food Report
CLIENT MEETING DATA Notable focus points: Marketing Strategy. "We rely mostly on word of mouth for customers to share with people like them instead of mass marketing strategies." Brand Narrative. "We want you to pay less...because you paying less for groceries means you can spend money on other necessities and they care about your health and your access to resources." "When we are at our best, we are a breath of fresh air for our customers and our customer service. We want you to care about us and the our mission." Accessibility. "Access to transportation is limited...and the time frame is a barrier...Aldi’s just opened and is open 7 days a week; competed primarily with price." Incentives. "[We want to] develop relationships with customers…identify who they are, and treat them differently and give them incentives/promotions." Retention. "When he came on a year ago, the problem was retention – people trying once or twice and then not coming back; why do the really loyal customers respond so favorably and why others do not."
WHAT ACTIONS CAN TOP BOX FOODS TAKE TO INCREASE CUSTOMER ACQUISITIONS?
RESEARCH OBJECTIVES
1. To explore areas for growth in TBF's promotion strategy
2. To assess how consumers understand TBF's brand narrative
4. To determine the the effectiveness of TBF's incentive programs
3. To investigate TBF's current accessibility
5. To understand what creates brand loyalty among customers
PROPOSED RESEARCH DESIGN: DESCRIPTIVE DESCRIPTIVE, QUANTITATIVE DESIGN: BENEFITS OF DESCRIPTIVE DATA:
Consumer quantitative data collection via interactive online surveys (through Qualtrics). Focused analysis of consumer brand loyalty and of optimal incentive offerings. Possible statistical modeling via IBM SPSS.
1
Describes these groups' behaviors to help TBF determine optimal incentive and promotional strategies.
2
Describes characteristics of one or more groups within TBF's target audience (i.e. grocery shoppers).
3
Makes specific predictions of consumers' behavior and TBF's future success upon implementation of Team Star's suggestions.
4
Uses hypothesis testing through analytical software (Qualtrics, SPSS, etc.) to provide TBF with a better informed solution to their business problem.
ABOUT TEAM
MISSION STATEMENT To serve and assist our client with innovative, original and meaningful marketing strategies that align with the core and purpose of their product/service with the goal to improve the company’s image and performance.
CONNECT WITH US WWW.LINKEDIN.COM/IN/ALEXA-BRENNAN/
WWW.LINKEDIN.COM/IN/MARTIN-SARAVIA/
WWW.LINKEDIN.COM/IN/LIZCIARAMITARO/
WWW.LINKEDIN.COM/IN/SAFAAKAROUMIA/
WWW.LINKEDIN.COM/IN/JACOBSIERRA/
WWW.LINKEDIN.COM/IN/ISABELLA-PRADHAN/
BACKGROUND
Top Box Foods (TBF) is a social enterprise that sells proteins and fresh produce in food desert communities across the Chicagoland area. Starting 6 years ago, TBF has been able to build a strong presence on the South and West sides of Chicago. More recently, TBF has experienced challenges to incentivize word of mouth as a communication tactic to acquire new customers. Additionally, TBF has found it challenging to leverage their nonprofit position as a competitive advantage over businesses like Aldi and Jewel-Osco.
BUSINESS ISSUE
Team Star acknowledges customer acquisition as Top Box's most significant business issue. Those who buy their food from TBF are brand loyal, however, TBF needs to reach more of these customers. We believe that they should utilize their powerful mission to drive their brand narrative. [TBF] was named by a number of respondents as a favorite store, although it appears that most shoppers do not use Top Box or any other single grocer exclusively...“Quality of the groceries” and “variety and assortment of groceries” are key factors influencing grocery decisions. Findings suggest that the competitive advantage of Top Box Foods is its partner network, delivery site locations, price, and quality of foods offered." - MG Top Box Food Report
CLIENT MEETING DATA Notable focus points: Marketing Strategy. "We rely mostly on word of mouth for customers to share with people like them instead of mass marketing strategies." Brand Narrative. "We want you to pay less...because you paying less for groceries means you can spend money on other necessities and they care about your health and your access to resources." "When we are at our best, we are a breath of fresh air for our customers and our customer service. We want you to care about us and the our mission." Accessibility. "Access to transportation is limited...and the time frame is a barrier...Aldi’s just opened and is open 7 days a week; competed primarily with price." Incentives. "[We want to] develop relationships with customers…identify who they are, and treat them differently and give them incentives/promotions." Retention. "When he came on a year ago, the problem was retention – people trying once or twice and then not coming back; why do the really loyal customers respond so favorably and why others do not."
WHAT ACTIONS CAN TOP BOX FOODS TAKE TO INCREASE CUSTOMER ACQUISITIONS?
RESEARCH OBJECTIVES
1. To explore areas for growth in TBF's promotion strategy
2. To assess how consumers understand TBF's brand narrative
4. To determine the the effectiveness of TBF's incentive programs
3. To investigate TBF's current accessibility
5. To understand what creates brand loyalty among customers
PROPOSED RESEARCH DESIGN: DESCRIPTIVE DESCRIPTIVE, QUANTITATIVE DESIGN: BENEFITS OF DESCRIPTIVE DATA:
Consumer quantitative data collection via interactive online surveys (through Qualtrics). Focused analysis of consumer brand loyalty and of optimal incentive offerings. Possible statistical modeling via IBM SPSS.
1
Describes these groups' behaviors to help TBF determine optimal incentive and promotional strategies.
2
Describes characteristics of one or more groups within TBF's target audience (i.e. grocery shoppers).
3
Makes specific predictions of consumers' behavior and TBF's future success upon implementation of Team Star's suggestions.
4
Uses hypothesis testing through analytical software (Qualtrics, SPSS, etc.) to provide TBF with a better informed solution to their business problem.
ABOUT TEAM
MISSION STATEMENT To serve and assist our client with innovative, original and meaningful marketing strategies that align with the core and purpose of their product/service with the goal to improve the company’s image and performance.
CONNECT WITH US WWW.LINKEDIN.COM/IN/ALEXA-BRENNAN/
WWW.LINKEDIN.COM/IN/MARTIN-SARAVIA/
WWW.LINKEDIN.COM/IN/LIZCIARAMITARO/
WWW.LINKEDIN.COM/IN/SAFAAKAROUMIA/
WWW.LINKEDIN.COM/IN/JACOBSIERRA/
WWW.LINKEDIN.COM/IN/ISABELLA-PRADHAN/
Related Documents
Tbf Rfp
May 2020 15
Rfp
May 2020 15
Tbf Sow
May 2020 7
Cenpdx Rfp
May 2020 9
Rfp Template
April 2020 11