Product Planning Marketing Plan

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Fresh Direct

Product planning

FreshDirect: A unique opportunity

Consumers today are busy -- often so busy they do not have time to shop. Grocery shopping is time-consuming, especially after work. Getting to the store, parking, navigating the aisles (especially with small children) and checking out -- not most consumers' idea of a fun evening. FreshDirect offers a great solution: online shopping. With a few clicks of a mouse, and for a small fee, the chore of grocery shopping is accomplished with great ease for the consumer. There is no need to even carry heavy shopping bags to the car.

Consumers are health-conscious and want to improve the quality of their lives by cooking at home more and eating out less. However, it is easy to grab takeout rather than grocery shop because of the pressures surrounding the chore of shopping. FreshDirect ensures that healthy foods are waiting on the customer's door when he or she arrives home from work. For grocery stores worried about competing with fast food outlets or even more upscale prepared meal items at Applebee's, offering the service of FreshDirect enables them to stay competitive.

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For consumers who don't want to cook, it is very easy to order healthy prepared food items for their families and have the meals delivered to their doors at a lower cost than a fast food meal. They do not even have to worry about waiting in line at a drive-in.

There is a broad consumer demographic that would be interested in FreshDirect. For busy professionals, it is easy to order groceries while surfing the Internet at work and 'check off' yet another item on their 'to-do' lists. For busy soccer moms ferrying their kids around the neighborhood, they can be assured that it is easy to whip up a healthy meal upon arriving home. For parents of young children, shopping via FreshDirect eliminates the 'nag factor.' They do not have to worry about letting their children loose in a store. Children have a habit of running through the aisles and demanding to buy all of the….....

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