Evan Thunell Tracy Weispfenning Jessica Wojcik

China

Organic Food Market

Target Group Young professionals age 25 – 44 Average household income 60,000 – 229,000 renminbi ($9,000 - $34,000 USD) Target market group with high disposable income Luxury of food that makes life more enjoyable

Unpackaged Organic Market Spices Herbs Fruits Vegetables Grains Oils

Positioning For health-conscious consumers who want fresh, organic foods, Unpackaged is an organic grocery store, that provides delicious, chemical-free fruits, vegetables, and spices that are taken home in amounts you determine in containers you bring. Unlike Whole Foods and other organic suppliers, Unpackaged is an environmentally friendly grocery store, offering premium goods without the waste of packaging materials which decreases the amount of waste filling our planet’s landfill sites.

Perceptual Map

Competition Mom & Pop shops Open-air markets Retail grocery stores

Packaging & Price Bring containers from home or purchase reusable bags (notabag) Fill containers with as much or as little as you want Each product is labeled with a price/lb.

notabag Combination bag and backpack Eco-friendly Made of single material Folds into a small hand-sized pouch when not in use

Distribution Channels First storefront opened in Wangfujing/Dongdan district of Beijing Easy access since it is the heart of the city Convenience of bulk bins, for the right amount of product Local farmers 50 miles or lower from our stores Hub networks for expansion Online ordering with delivery via couriers using reusable totes

Sales

Advertising - Creative

Advertising – Storyboard

Advertising - Media

Promotion

Income Statement 2013 (USD) 2013 (CNY) Revenue250,0001,535, Cost of Sales(90,000)(552,905.64) GROSS PROFIT160,000982, Distribution Cost(15,000)(92,150.94) Operating Expenses(12,000)(73,720.75) Advertising Expenses(30,000)(184,301.88) Other Expenses(2,000)(12,286.79) PROFIT BEFORE TAX101,000620, Income Tax (35%)(35,350)(217,169.05) NET PROFIT65,650403,313.94

Summary