Mini task 4 – Leveraging Secondary Associations

Name : William Luhana

Student ID : 28999401

1. Product Concept and Positioning Strategy

To counteract increasing competition and satisfy evolving customers’ needs, many firms are changing the positioning of their product concepts, from being product-based into service-based (Casia, Ugolini, Cobelli, 2015). The concept of the product is frozen meal which can be served less than 1 minutes, meaning that the customer can put the meal to the microwave instantly. The target market of this product is diverse, depends on the needs of the customer such as student who does not have enough time to prepare food in the morning or worker who facing the same situation.

2. Name of the Product

Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process (Hillendbrand, 2013). Name branding can be crucial when it comes to diverse target market which make the creator of the brand name must think wisely to be acceptable to anyone. In order to sure the customer that the product is not only fast served, it has also healthy composition inside it. The brand name is “Zoom Healthy”, which customer will have a curiosity thought when the customer can have a fast-served meal and healthy at the same time.

3. Logo

The chosen logo would make “eye catching” to the customer which it has green color on it which mean it is a healthy meal and also “zoom” word where can be defined as fast-served. It has also orange color to make the balance of green color but still has the same meaning.

4. Slogan

Vignette advertising slogans were manipulated to achieve different level of vagueness (Strutton, 2014). Zoom Healthy slogan is “Eat healthy, be nutrition-wealthy.” It has simple words but right in the heart, meaning that the words will wake the customer up to realize how important their healthiness is. Also, it is adaptable where the slogan can be applied to anyone who seeks for healthiness in fast-served meal.

5. Packaging

The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing (Silayoi, 2007). It is one of the most important factors where it is the media from the producer to talk to the customer to ensure them.

Materials:

The product should be inside the refrigerator which it has to be made from BOPP or PPE materials to avoid food contamination. BOPP and PPE materials are chosen since the material is durable to water-contact, thus it would not get wet easily. Also, these 2 materials are the best material when it comes to frozen-product meal. It is crucial to choose the right material to keep the meal stay healthy and not reducing the quality of the meal.

Color:

The right chosen color would be as crucial as the material chosen, where it should be “eye catching” to the customer. The Zoom healthy would proudly choose yellowish color which can be perfectly match with the logo.

Information:

It is fundamental to let know the customer about the company, therefore these are the information below:

· Product name

· Address of the company

· Best before date

· List of the ingredients

· How to cook the meal

References: