CERES Nutritional Industries by Fumi Kamigama

Strategic and Creative

Plan Book Concept and presentation by

Punchcircuit agency Charles DeRupe, Fumi Kamigama, Kristin Oakes, Michael Perotto, Â

Katherine Pollard, Katelyn Stone, Lauren Seigle,

Table of Contents

Company Profile

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Mission: Our mission is to provide a convenient, healthy food service as a way to combat the growing obesity epidemic. With the help of the 1-2-3Go! © meal building process, we provide a tasty solution that takes the thinking out of eating healthy for consumers at the country’s major schools.

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Culture: Our culture is defined by the food we serve and how it is presented. We are an efficient yet fun company that thrives on a constant need to create new dishes that will meet our clients’ needs.

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Lines of Business: Our main line of business is a convenient, nutritious dining program that serves K-12 school systems with the 1-2-3Go!© program.

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Priorities: We strive to be the most convenient and nutritious food provider for K-12 schools by helping the heads of procurement make changes in their dining options to better the health of their students and faculty. Scientists have found that kids who are exposed to health education at a younger age are three times more likely to continue a healthy lifestyle into their adulthood. Introducing the issue to young kids will instill the value of healthy eating earlier in their life, decreasing the risk of becoming obese and encountering health problems.

Competitive Set

Primary Competitor Our primary competitor in the food service school industry:

NATIONAL FARM TO SCHOOL NETWORK Mission/ Values

“The National Farm to School Network envisions a nation in which Farm to School programs are an essential component of strong and just local and regional food systems, ensuring the health of all school children, farms, the environment, economy and communities.”

At a glance

Founded in the late 1990’s Now operational in 10,000+ schools At least one program in all 50 states

Client Segments

Connecting schools (K-12) and local farms à serve in school cafeterias School systems involved in: Lawrence, Worcester, Maynard, Plainville Almost 100 Farm to School programs in MA, involved in 400+ schools

Efforts

-Massachusetts Farm to School Project: - Grassroots project started in 2004 - Encourage local foods purchasing in 200+ public school districts, 30+ K-12 schools and colleges. -Root4Kids program

Se condary Competitors Our secondary competitor groups include smaller, independent and local food service providers in the New England area. As a start up company, it is more realistic and tangible to compete with the following companies:

CHARTWELLS

FRESH PICKS CAFE

Mission/ Values

“Nourishing students is not only our business; it is our commitment to the communities in which we serve. Chartwells is a diverse family of dedicated food and nutrition specialist serving the academic community.”

“The motivating philosophy at Fresh Picks Café is that wellness and good food go hand in hand- specifically in education. Our comprehensive, coordinated, pro-active wellness programs promote this belief with an emphasis on fresh and whole wheat foods that are locally grown and produced.”

At a glance

- Division of Compass Group - Only dining service company specializing exclusively in private and independent school education

- Provide dining management service to 150+ locations in New England

K-12 Schools, Colleges/Universities, Independent Schools

Corporate dining, schools, summer resident camps

Client Segments

Efforts

- USDA school meal guidelines - Wellness policy in response to childhood obesity - Menus by registered dietitians and chefs - Balanced Choices program

- Nutritious and Fresh everyday - Made on site - Healthy school menu construction - Farm to School efforts in Vermont and New Hampshire - Local recycling and composting programs

Category Analysis

Size: §

Our research forecasts education foodservice sales at primary, secondary, and postsecondary schools will reach $42 billion in 2012.

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According to research, an average public school in central Massachusetts considers 45 different food providers when in search.

General Health: §

The education foodservice is growing on average 2.5% annually.

Regionality/Seasonal ity §

Consumption increases through the months of September - June.

Distribution §

Ingredients are purchased from farms, then delivered via a third-party service to a processing plant. After processing, the frozen and pre packaged food is delivered through an additional third-party source to schools for preparation. This complicated 4-step process increases costs for the company.

New Developments/Shifts §

Research shows that the cost of produce has increased over the last few years, leading to an increase in distribution costs. Additionally, there is an increase in demand for healthier options and social responsibility (fair trade, sustainability, organic products).

Product within Context

Attributes (Part 1): Strengths:

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Compared to our competitors, we deliver a convenient 1-2-3Go! © for consumers (guess work taken out to eat healthy)

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Always under 700 calories → no matter what consumers choose to eat from the 1-23Go! © system, every meal is healthy and nutritious and is guaranteed to be under 700 calories. Although the current category does offer a few healthy options it leaves the consumer with the stress of putting together a healthy meal on their own versus CERES which makes eating healthy an afterthought.

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CERES goes above the health requirements and mandates regarding foods that are allowed in schools. We take the guesswork and frustration out of meeting health regulations.

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Our beta tests results indicated that 9 out of 10 procurement heads found the system beneficial because the ease of use caused less stress when it came to meeting health mandates.

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80% of faculty and students expressed that CERES meals were tastier than what they are currently served and looked forward to going to the cafeteria.

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These strengths allow us to break away from current educational foodservice category into our own farm fresh school-dining category. It incorporates food directly “from farm to table” that is convenient, tastes good, and is under 700 calories.

Attributes (Part 2): Weaknesses:

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We are a new company, so we do not have the same degree of leverage of our very well- established competition.

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Since we aim to provide local and preservative-free foods when possible, our menu may fluctuate based on location and seasons (what vegetables/produce are in season, where to get them at the best price from who, etc.) whereas our competitors have consistent menu options all year long.

Pricing: §

Our pricing will be $15 dollars a meal per student for the school. However, when the child goes to pay for the meal it will only cost $3. The school will pay for most of the overhead and pass the savings onto the student. This will be 3-5 dollars higher than our competitors. Since we are a premium service, buyers will appreciate the added value that the quality of food brings.

Distribution/Trade image: §

We will operate local properties to provide local and preservative free foods whenever possible. We are a vertical distributor that allows economical distribution solutions. We will ship the fresh ingredients to each individual school to be prepared in their facilities.

Se asonality/Regional ity: §

Seasonality will allow for the freshest, most in season produce to be used for our constantly changing menu. Business will be heightened during the school year during months of September - June when school is in session.

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Summer school service is also a possibility.

Product Stance

Communication Strategies: •

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The 1-2-3Go! © process is convenient and takes the guesswork out of putting together a healthy meal.

Our menu provides delicious and healthy options for a premium price.

Customer Profile

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Educational Mark et:

Primary: Heads of Procurement Demographics, Lifestyle, Values: The audience is comprised of men and women who have worked their way from bottom to top in the school systems. They may have started as an assistant at the school district and now lead the department. Heads of Procurement tend to be over 40, value integrity, male or female, and think methodically before making a big decision.

Relationships/Attitudes Toward the Category and Brand: They will pick the dining service that satisfies budget, the diets of the students, and the pressures coming from parents and teachers who are looking out for the best interest of the students.

Usage Patterns: Once a year they reassess whether or not their current dining plan is meeting the goals they presented the previous year. Once they choose which plan to use, the contact can be extended for a year or more.

Buyer Decision Dynamics: The decision is made based on the price and quality of the product. Pressures from the government and parents to make dining options healthier for students also push them towards what decision they make.

Economic, Demographic or Cultural Context for Change: Head buyers have been facing increased pressure from state and legislature to provide food that adheres to state laws that have been issued to combat childhood obesity. Â

Marketing Objectives

Marketing Objective §

In our first year we want to break even and fully integrate our program in 5 schools in the Central Massachusetts area.

Challenges and Opportunities

Best Prospects: Our target includes public school Heads of Procurement.

Compe titive Distinctions: Our point of difference is that the food and service add a new standard of convenience to healthy eating with the 1-2-3Go! © system. We count the calories for the patrons, so there’s no guesswork involved that they’ve received a health-conscious and tasty meal.

Leveragabl e Benefits: Our leveragable benefits include our patented 1-2-3Go! © ordering system and the quality and taste of the food we serve. CERES provides a new category of farm fresh school dining that keeps students’ and faculty’s meal under 700 delicious calories.

Creative Strategy Plan

Creative Brief Target: Who do we want to talk to?

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Heads of Procurement

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School System X has seen a rise in childhood obesity in the past decade. The school has been under pressure to make changes to their meal plans. School System X offers a menu lacking in nutritional value because they have been loyal to a food distributor for the past twenty years.

Purpose: What do we want them to do? (What’s the problem we’re trying to solve?)

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Implement the Ceres Nutritional Industries program as a way to combat childhood obesity and respond to community pressures surrounding nutrition and health.

Current Response:

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Heads of Procurement in public schools are receptive to the increasing health benefits of the food and appreciate the one-stop solution for the multitude of pressures that they face.

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“The obesity rate in our school district is rising due to bad eating habits.”

Positioning: What we want to be known for? (Benefits of the product)

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Ceres Nutritional Industries provides a simple solution to the growing childhood obesity epidemic with easy access to and understanding of healthy meals for students k-12.

Benefits: What’s in it for the consumer?

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1-2-3 Go! © system allows for patrons access to automatic nutritional balance with every meal that equals to less than 700 calories.

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Meets the standards and pressures coming from the government and parents.

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Improves the school’s image as a proponent of healthy eating.

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Food appeals to the appetite of children while staying fresh and nutritious.

Support: Why can we say this? (How can we make this claim?)

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Menus are designed by chefs and nutritionists who focus on pediatric health and nutrition.

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Beta testing showed that through the use of our interactive 1-2-3 Go! Meal choice program, children have a better understanding of balanced proportions, leading to a healthy lifestyle.

Desired Response:

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We want them to add CNI to their consideration list, be enticed to gather more information, and share the possibility with their fellow educational administration influencers.

Personality:

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Nurturing. Genuine. Caring. Maternal. The feeling that we are always looking to the best interest of children and their health.

Messaging Strategy Goal: Sell our service to heads of procurement for five schools in the Central Massachusetts area.

Objectives:

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Coverage in local publications and broadcast that leads to national coverage

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Heavy Traction to the website via connections through social media

Insight: From our analysis of the marketing situation, we concluded that, generally, the heads of procurement of these schools are not first-time buyers of a catering service. Therefore, it follows that any decisions made to purchase our plan are also decisions to switch from a different company, which research shows is a more difficult decision to influence. According to our research of the target, we discovered that heads of procurement are not likely to make this purchase decision on their own and are instead heavily influenced by parents, community members and Parent Teacher Associations.

Strategy: Because of the insights we uncovered, we decided to target our messaging toward those that influence the heads of procurement: parents of PTAs and other community voices.

Tactics:

Public Relations - Using Local Newspapers/Publications to gain an awareness of our brand. Target local such as The Telegram & Gazette, Worcester Magazine ,The Pulse (Boston), The Patriot Ledger, etc. Radio would also be implemented through Local Radio Stations such as Magic 106.7, 96.9, 104.5 WXLO, 96.1 WSRS. This would then lead to coverage on local broadcast such at Chronicle and national coverage on The View, Rachel Ray, etc.

Social Media - Tap into Mommy Blogs, Mommy Twitters, Education-Influencer Twitter Handles, and online forums on food safety, quality, and ease of creation.

Website - A well crafted, beautiful website that caters to the interests of parents and their children. Interactive and informational, the website will communicate the benefits of CERES and its core mission.

Mini Food Truck Demonstration of 1-2-3-Go! © System (Parks, Playgrounds, Zoos, Haymarkets) (Expensive, but long term investment and portable from city to city)

Health Related Event Tabling (Conferences for Procurers, Parenting Conferences/Events, Grocery Stores)