Marketing Mix

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 Women and Men who suffer from diabetes and need to follow a strict diet

Healthy Diet Co. aims that its products will be positioned in the mind of the consumers as the best option to improve their diet and to eat nutritious and healthy food without worrying about the time and effort needed to buy and cook the food.

5.3. Marketing Mix

Through the Healthy Diet Co. website customers will be able to make an initial appointment with our nutritionist who will assign a diet according to our already pre-designed plans that cover different gender, range of ages and lifestyle. The product that Healthy Diet Co. is offering is a set of meals that will contain the necessary calories for the customers to either lose or maintain their weight. The meals will be designed in collaboration with the nutritionist and our chef. Pictures of the different diets available will be posted on our website to allow the customers to know how the meals look like. Examples of meals are shown in Figure 14.

Figure 13 - Examples of diet meals

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The main Diets will include:

 Diet to lose weight for women

 Diet to lose weight for men

 Diet to maintain weight

 Diet for diabetics

 Nutritious diet for kids

According to the customers’ need, the options will increase in order to cover other segments of the population that need special diets, for example, old age population and pregnant women.

5.3.2. Price

Organic products tend to have higher prices than the conventionally produced ones, and therefore, in order for a person to eat organic produced food he or she needs to pay a premium price that can range between 60 to 70 percent higher than the conventional ones. The price of a conventional produced meal in Honduras is around 111 Honduran Lempiras for a lunch and 70 Honduran Lempiras for a dinner according to governmental information.

In order for healthy diet to cover the high cost of human resources and to be able to offer a high quality products and services, it will charge premium prices. The Price will be dependent on the diet chosen in weekly meal payments or monthly payments. They can choose to order 2 meals or just lunch meals. Table 1 shows the list of the products and the price of each product.

The appointments with the nutritionist should be paid by the customers.

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Table 1 - Pricing Detail of Healthy Diet

Product Weekly Monthly 5 days a week Diet for diabetics L. 1,500.00 L. 5,800.00 Lunch and Dinner Diet for diabetics L. 975.00 L. 3,800.00 Only Lunch Nutritious diet for kids L. 700.00 L. 2,400.00 Only Lunch Currency is the Honduran Lempira

5.3.3. Place

Healthy Diet Co. website will be the main way to make the diet meals available to our customers.

It will be the platform where they can become members of the healthy diet club and be able to order their diet meals according to their needs. The company aims to create an online platform where the customers can be informed of different organic, environment and health news.

The first time appointment with the nutritionist is the ideal, and therefore the customer should be able to save time to meet the nutritionist in the clinic near where he or she is located. In addition, depending on the agreement we can determine if a small office could be built in Healthy Diet Co. headquarters for the use of the nutritionist to make the evaluation of the customers there. The location of the headquarters will be in one of the areas close to our target market in order to save time and money in the deliveries. At the beginning the company will hire two employees to do the deliveries in motorcycle to the customers.

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5.3.4. Promotion

For Healthy Diet Co. to approach the potential customers it will have to invest in publicity and advertising which can include having informational stands in the National Institute of the Diabetic and other institutions like hospitals, as well as getting involved in the “Well-Being”

week organized by World Health Organization which in collaboration with other institutions promote marathons, give health talks and where Healthy Diet Co. can promote its healthy diet meals. By investing in the promotion of a healthy lifestyle through other activities and institutions the company can attract its customers.

Once a person orders in the website they will become members of the Healthy Diet club, the customers will be able to participate in different promotions and activities that Healthy Diet Co.

will organize. The way of promotion will be mainly through social media, trying to engage the customers to actively participate and giving away free meals or free nutritionist appointments, so that they can get a nutritional evaluation.

As mentioned before the nutritionist appointments will be covered by the customers but if they make the appointment through our website, a discount can be given as a way of promoting our sales. Advertisement can be done in the possible partner institutions that were mentioned in last chapter which include insurance companies, National Diabetic Center, school and universities.