Strategic Product Development for Health-Focused H-E-B Meals
H-E-B's team focuses on a new product concept for health foods offering categories for weight loss, bulking, and maintaining a healthy diet with a focus on gluten-free, vegetarian, and dairy-free options. Their branding association emphasizes wellness and convenience, targeting all generations with a strategic market research indicating high potential for consumer acceptance. By utilizing Ansoff’s Matrix for product development, H-E-B aims to create fresh meal options aligned with consumer needs, building on competitive strengths to cater to specific health goals.
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H-E-Bs Team #5 Kacie Scharf Callie Roche Taylor Ellis Anya Luu Areea Yassan Ryan Majors
Product Concept Health food aisle Separated into categories: food to help lose weight, food to help bulk, and food to maintain healthy diet Further separated into gluten free, vegetarian, and dairy free Premade meals that fit into each category Easy to read and understand nutrition labels Tips on how to meet health goals
Branding H-E-B Meal Fit Brand Association Healthy self, Heal thyself. Orange logo- signifies energy, health, wellness, and youth Possibly a Texas athlete influencer Capture the functional benefits of the product. Convenience - time saving (In-store and at-home) Accommodation of variety of diets Educational resources (recipes, How-to, tips, etc.)
Target Market Demographic All generations (Baby-boomers, Generation X, Generation Y, Generation Z, Teens, and Children) Everyone can benefit from a healthier diet Socioeconomic class (Middle and upper class) Healthy foods tend to be more pricey Psychographic Interests, positive attitudes, and opinions Healthier foods/options
Market Research The target market was interviewed by selecting Baylor students, home-town friends, and family members to participate. Data gathered is from a population sample of 25 people. Methods of research include in person interviews, over the phone style, and an online questionnaire. Findings 92% of people interviewed said that they would use these products. Convenience tops the list of reasons people like this idea and would utilize these products. Products must be a combination of both taste and nutritional value to be effective. Beneficial for people who are trying to achieve specific health goals. Having a strategic layout of the stores is important to ensure that these products were in a part of the store that is easily accessible and catches people s eye.
Ansoffs Strategic Opportunity Matrix Product Development Strategy Aligning products to meet consumer needs This implies the development of a new product in an existing market. This is one of the most effective product development strategies. We plan to align ourselves with this strategy by expanding on the simple meals line and using its platform to introduce new products. Client Implications: Creating fresh new meals that cater to certain health goals. Provide market space in the store
Competitive Analysis Strengths Weaknesses Walmart- has fresh food options and some healthier organic food options Walmart- because of their price range, higher priced and higher quality foods are not usually found in stores Whole Foods- has a higher price point on their food products compared to other supermarkets Whole Foods- exclusively sells organic foods and food products Hello Fresh- only provides four meals per week for a little over $11.00 a meal Hello Fresh- delivers organic and fresh pre-made meals to your doorstep Home Chef- there is not a meal plan for individuals and there is a $10 shipping fee each week food is sent Home Chef- delivers organic ingredients along with recipes and portion sizes for their meals
Competitive Analysis HEB has a lower price point and decent health food options Price and quality were the biggest concerns for everyone we interviewed Competitive solution for HEB would be maintaining their current price point while increasing the quality and options of their healthy foods
Advertising Strategy H-E-B Meals Fit will be advertised to the target market through multiple platforms (Facebook, Twitter, Instagram, & local tv stations) H-E-B social media accounts will post pictures and write tasteful descriptions of the products. Simple low budget commercial will be made and broadcasted on local tv stations that will highlight the consumers local store. High/aggressive advertising frequency on social media Tv advertising in the evenings when people get their local news.
Promotion Calendar - Phase 1: Social media ads- This will be an easy way to get the word out about H-E-B s new meals. Phase 2: 25% off Coupon- The coupon will be used in the first two weeks during sales in order to encourage shoppers to purchase the meals. Phase 3: Nutritionist: On the fourth Sunday of every month, a Nutritionist will come to H-E-B to give nutrition tips and to help shoppers pick the right meals. Phase 4: Taste-Made short videos- This promo will be used during the second month of sales in order to keep current customers and find new ones through social media. Phase 5: 3 meals for $15- This promo will encourage shoppers to continue to purchase the new meals. Phase 6: Cross-Fit Games/ TV Ads- These ads will air during the crossfit games in order to appeal to a target audience who may be interested in healthy foods. As well as local evening - - - - -
