Hello everyone!

I hope you are enjoying these beautiful days:) Since we got feedback from our IM teacher, we would like to answer questions that appeared there.

1. questions was about our target group. are we implying external or rather internal motivation of our target group?

Actually, we are implying both. We want people to try our Shakedowns and then buy them regularly because they like  - mainly because they make them feel good and they like the taste. Our target group are young people who want to follow healthy lifestyle, but on the other hand they see eating just veggies as "boring" and  they crave real full taste. That is their internal motivation.


And for external motivation, we are using our marketing tools as described in the presentation. We think it is crucial to let people know about our product in the store. IWe believe that we chose attractive way how to do it - stickers on the floor, shelf talkers, advertising stands....If people like our POS, they might also try our product. So the aim of these POS communication is to draw customer´s attention during shopping and also make it fun for them (as we already know, Russians do see grocery shopping as boring and unavoidable activity rather than enjoyable.)

2.  Pricing is demonstrated in comparison to junk food - however there is a wider circle of substitutes, including the healthy ones. 
This is not true. As you saw in the presentation, we went to the stores and compared both JUNK FOOD and HEALTHY food options. Then we made several tables, and did some calcualtions (e.g. average prices of all the groups - carrots, salads, junk food) and after that we set up a price range for our product. See also the article here about the product price. We are sorry for this misunderstanding.


You can find our final presentation Here.