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MAGAVE
25/06/2020
Product Description
BRIEF
Agave honey is a beneficial and very ancient sweetener: it was used since the Aztec era. It is a sweet liquid that is obtained from the bulb of the agave plant and which can be a healthy alternative to sugar.
In particular, the Maguey (Agave) honey is extracted from the blue agave, also known as Agave Tequiliana Weber, the same one from which tequila is distilled. It is a sweetener that can be used instead of sugar because it is not aromatic: it can, therefore, give sweetness to food and drink without altering its taste.
What customer needs is this product attempting to meet?
A great alternative to sugar or sweetener for people with insulin restrictions or looking for a natural source of nutrients and minerals to boost the immune system. Can be consumed by diabetics.
What is the core challenge that this product would face in the local market?
Production and distribution. Authentic Agave Honey is made only and exclusively in Mexico, specifically in Tequila, Mexico. The honey is extracted from the blue agave, also known as Agave Tequiliana Weber, the same one from which tequila is distilled and then goes through multiple steps of manufacturing that include centrifuging to remove “impurities” and to improve clarity.
Appellation of origin
How do we want to be perceived by our customers? (feel or think about this product)
We want our product to be their go-to sweetener while cooking. But not because "it´s trendy" but because they understand the great and extended benefits of Agave Honey and use it as a daily natural wellness treatment.
What brand do people trust the most to solve that problem?
Organic Honey, Propolis and pollen.
PRICE
PRICE
Target Audience
TARGET
AUDIENCE
- Consumers globally are aware that health problems are on the rise, and owing to this, they are becoming increasingly health-conscious.
- Organic and natural claims can prove successful in appealing to health-conscious consumers as they are intrinsically associated with being healthy and better for you.
- Healthy conscious or Vegetarian.
- Any gender but leaning more to woman.
- 25- 39 years old.
- Likes to eat healthy and have a healthy, active lifestyle.
- Income of 2K per month.
- Has a subscription to a yoga studio or a spinning studio.
- Ejouys outdoor activities.
- Lives in the great area of Vancouver.
- Social Media: Instagram.
Jamie Haydeen
Age: 29 years
- Jamie is a local yoga teacher with 2.5K followers in Instagram. She uploads her Ashtanga practice in her IGTV once per week.
- She lives in Kitsilano and loves to bike everyday to her work in the summer and spring.
- She is vegetarian but sometimes eat fish. She loves to discover new Green Places where she can brunch. She has a sweet tooth but she always go for healthy options.
- Some of her favorite brands include LuluLemon, AloYoga and Lush.
Placement
We decided to have both modalities:
- Stores through Whole Foods Supermarket.
- Online through Whole Foods as well.
PLACEMENT
- Whole Foods is a high-end supermarket store that is popular for selling healthy and organic products.
- Everything through Whole Foods. Our target market is the people who goes to this supermarket.
- Our Landing Page has to follow the simplicity and cleanness of Whole Foods WebPage.
- We won`t have a WebPage, only the Landing Page.
PROMOTION
Tone of voice: Boho-chic. Not light but not either sophisticated. Use of words like "awareness", "organic", "healthy", "green conscious".
PROMOTION
UNIQUE VALUE PROPOSITION
"The healthy choice of honey for a sweet tooth. Enjoy the sweetness without the sugar"
Landing Page
https://nicolacevedo92.wixsite.com/agove
CONTENT
POSTS
Facebook Post
Instagram Post
STORIE
Storie