Case Study on ‘Avozilla.” #ALA102
Background (Brand identity, attributes, position, market conditions)
The avozilla is new to the fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.).
Target Audience:
Trendy millennial, vegans, vegetarians and health-cautious people who aims to eat healthy, getting awareness of healthy eating and to protect animals or cater the lifestyle.
Young demographic of 20-28 year olds who have modernistic lifestyle and value a health- cautious and environment surroundings are highly likely to buy these product.
Objectives:
To get people to eat more healthy fruits such as avocados and keep up the avocado trends for example,”Arvo Toast for Brekkie”.
Tone of Voice:
Instagram influencers, celebrities using avocados in their daily healthy food routine and more on the food lifestyle to be healthy. With the twist of keeping the avocado trendy with memes and music video on people who use them.
SMP:
People said that ” An Apple a day keeps doctor away” but for me is “ARVOS”
Market Conditions:
Avocados are a growing niche market, especially in the trends of society, there are more than one way to use an avocado. There are many competitors and businesses selling avocados, however, not as many selling the ‘avozilla’. In addition, the company should do marketing in supermarket, set stalls for the consumers who can try the taste of avocado. Allowing the consumers directly test the quality of product is the best way to persuade someone buy any product.
Substantiation:
- The avozilla is 4x bigger than regular avocados, meaning 4x more nutrition in just one purchase.
- Avozillas size is unexpected and attention grabbing.
- Avocados are rich in monounsaturated fat. Today we call this kind of fat “good fat.”
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