Marketing students create a sustainable drink meal, targeting a cutting-edge trend in the smart food market.
Project task
- First and second semester students of IBWL - Marketing create a "Better-World" brand in the form of a sustainable drink meal from scratch in the "Digital Marketing" module.
- Three teams of four students each had exactly four weeks for this.
- Result of: Amelie Sommerfeld, Johann Trapp, Joe Schuster and Henric Stegenwalner.
- Product and logo: Design by Lorenzo Zürn.
First and second semester of german B.A. IBWL - Marketing
Professor of Business Administration with a focus on Marketing
What is a drinkable meal?
- A drinkable meal is a balanced and healthy meal in liquid form.
- It provides a practical alternative for those who don't have the time to eat but still want to have a nutritious meal.
- There are already established competitors in the market such as YFood, Huel, and Saturo, although some of them face significant criticism.
"Better World"-Products
- The "Better World" products contribute to sustainability and support environmental or social engagement.
- The target group for such products leads a modern and conscious lifestyle.
- The team decided on several sustainable elements for their drinkable meal:- Vegan based on oats
- Natural ingredients, without artificial flavors
- Recyclable cardboard packaging
- Fair production
- Organic certification
Obejective
- Growth and Establishment on the German Market
- “Hammjo” should be firmly anchored in the assortment at Edeka and Bio Company over the next two years.
- The annual turnover is expected to be around €8 million.
- The company structure should be expanded, and 10 – 15 new employees should be hired.
- Additional capital providers should invest.
- Sustainability should be further improved, for example, through CO2 compensation.
- 1 – 2 new flavors should be developed.
- It should be made clear that the drinkable meal is filling and not a beverage.
Value Proposition, the promise of the Brand
Market Research
- 7 individuals between the ages of 25 - 45 were presented with 3 different Value Propositions.
- 4 out of the 7 individuals preferred the VP "The Environmentally Conscious" - the VP is further improved with the surveyed individuals.
The winning Value Proposition: The Environmentally Conscious
Customer Insight – the way the target group thinks: "I want my drinkable meal to be eco-friendly."
The brand promise: "Hammjo" offers you an eco-friendly and ecological alternative in the Smart Food market.
The proof: Vegan product, environmentally friendly packaging, organic product.
The 4Ps
- Product: Product development including taste, smell, and packaging
- Price: Dependent on costs, competition, and customers' willingness to pay
- Place: Distribution and sales channels in Germany
- Promotion: Identification of advertising channels including basic idea, creative brief, and advertising measures & detailed elaboration for a period of 2 years including operational calendar and target control.
The Product
In line with the VP, the product is based on 4 special features
- Natural and balanced: rich in vitamins, minerals, and proteins
- Ecological and sustainable: vegan, organic, environmentally friendly ingredients
- Taste variety: available in 3 different flavors
- Simple and practical: always with you, in case time is short and hunger needs to be satisfied
The design of the brand "Hammjo" should convey environmental awareness
- The logo is intended to evoke associations such as nature, environment, quality, and value- Supports the Better-World-Image
- Color scheme brown/beige stands for naturalness
- Distinction from the competition through more details - The brand name- is an acronym of the founder names Henric, Amelie, Johann, and Joe
- has a soft sound
- is not yet registered in the German brand register and is therefore available for use
Advertisment meseaures and communication
The team aims to particularly focus on sustainability in advertising
- Environmental awareness and sustainability: vegan, organic seal, cardboard packaging
- Value and Quality- Attention to detail in content and design
- Balanced mix of high-quality and natural ingredients - Innovation: advanced solution for people who want to consume food uncomplicatedly
The communication is based on 4 core measures
- Outdoor advertising
- Influencer marketing
- Display in the market
- SEO/SEA
The advertising budget amounts to around 2.2 million € per year
- Outdoor advertising in three major German cities: each 4 times a year = approx. 1.9 million €
- Influencer Marketing (10 - 15,000 followers): 11 times in the 1st year, 8 times in the 2nd year = approx. 280,000 €
- SEO/SEA (Search Engine Optimization – and advertising) on YouTube and on Google = approx. 56,000 € per year
- In the 2nd year, cardboard displays will also be set up in the supermarkets: approx. 160,000 €
The total budget amounts to around 2.2 million € per year
Operative calender: 1. & 2. year
Advertising Measures in the 1st Year:
- Focus on Influencer Marketing (11 months) and SEO / SEA (continuously)
- Partial focus on outdoor advertising in the form of "City Light Posters"
Advertising Measures in the 2nd Year:
- Continued main focus on Influencer Marketing (8 months) and SEO/SEA (continuously)
- Partial focus on floor displays (6 months) and outdoor advertising in the form of cardboard displays in supermarkets at selected "Points of Sale" (5 months)
Success Control
The team monitors
- Product placement through random sampling at Edeka and Bio Company branches.
- The sales of their products in the online shop.
- The impact of influencers through their own business profiles.
- The success of the advertising campaign through sales figures and click rates on the landing page, as well as through their own market research on brand awareness and popularity.