Gourmet Garden Spring 21 Integrative Studio - 5200 C
The Team Clare Madden
Divya Harpalani
Sukalp Bhatija
Sowmya Chakravarthula
Matina Moreira
Vybhav Kaushik
Sila Eser
How might we create a communications strategy that explores the optimal times, distribution channels, and influences that reach a specific target audience?
Design Challenge
Hydroponic Farming
Hydroponics addresses sustainable farming, the desire to eat fresh, organic, zero-carbon food, pesticide-free produce with no soil use.
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There is a growing installation of new hydroponics farms across India to cater the growing demand for fruits & vegetables.
Behavioral Economics “We are entering the world of “phygital”, physical and digital at the same time, where there is not a physical world or digital world in retail, but rather a completely connected one.” Shopper & Brand ● ● ● ●
Personalized shopping experience In store > Online Shopping experiences for engagement with product Community experiences aligned with the brand Greater focus on hygiene, organic products and sustainability
Personas
Health Conscious Mom
Motivated Professional
Serious Chef
Motivations Kanika likes to stay active to maintain a healthy lifestyle. - Wants to raise her children with health awareness - Thinks that mindful eating is most important for holistic growth.
Frustrations - Kanika struggles to find fresh vegetables that are in her cost price. There are not enough choices. - She feels that organic products are not very different from the produce she gets from the ordinary supermarket.
Health Conscious Mom
Kanika Dhillon Kanika is a full time stay at home mom. She has a masters degree in Physics but stopped working soon after she had her first child. She’s motivated by a healthy and sustainable lifestyle. She is 34 years old, married, with 2 kids and lives in Bangalore, India.
Journey Map - Mom I heard through my friend about this brand called Gourmet Garden for truly fresh vegetables
Mars It’s a little on the expensive side
75%
How do I know if it’s worth the price?
Discover
Explore
Experience
The Concept
Nutri Balance Your Cart
Protein Options
Vitamins Minerals Anti Oxidants Saturated Carbs
Add
Iron
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Onions Spinach Kiwi Avocado Broccoli Peas Peppers Zucchini
BACK TO CART
Fiber
01 Check grocery health status
03
Start shopping in the app
02 Add more items to balance your diet
Add Protein
Checkout
04
Motivations - She thinks that mindful eating is most important for holistic growth - She's aware about all the travel affecting her work so she eats healthy so stay sharp.
Motivated Professional
Frustrations - Struggles to find grocery stores near the locations she travels to. - Wants to find groceries that could be delivered to her house. - Doesn't have time to go shopping because of her busy schedule.
Meghna Prabhakar Meghna is a full time employee working as tech consultant in Chennai, India. She is 28 years old, single, and travels frequently between client sites while trying her best to stay healthy.
Journey Map- Professional I saw an ad/heard from someone that Gourmet Garden has a wide range of quick healthy alternatives
Mars The products are easily accessible and fresh.
I travel a lot and don't have time to prep healthy ingredients or on the go meals.
75%
Discover
Explore
Experience
Custom Meal Kits Custom meal kits providing necessary ingredients to create a preselected dish or unique individual meal Quick selection of ingredients and quick delivery for efficient creation ranging from spices to whole vegetables Promote and guarantee quality of fresh ingredients offered in kit
Gourmet Salads
02
High Nutritional Value
Sustainable Packaging
Traceability
High Traffic Areas
Motivations Educate his audience on healthy, easy and nutritious recipes - Achieve a balanced meal and keep up with the diverse Asian Cuisine - Raise Awareness for majority audience and dangers of pesticides and water content in ingredients.
Frustrations Lack of ingredients that are free of pesticides, GMO’s & other chemicals - Educate his audience on where to find these ingredients - Quick & Easy meals, not fresh
Serious Chef
Sanjeev Kapoor Sanjeev is a talented chef who hosted multiple cooking shows of his own on Indian TV, launched his own line of grocery items, recipe books and select restaurants. His current Youtube channel has 6.4 Million subscribers, and his previous TV Show reached close to 500 million views in Asia.
Journey Map- Chef Plans to add a new recipe/
Mars cooking tutorial for audience Discovers there is a lack of ingredients that are fresh. Flavor & nutritional quality will be affected
d
Recipe will suffice, however it will lack in nutritional quality and flavor. Mom’s may not use the recipe again if vegetarian ingredients have more water content than vitamins/ nutrients
75%
Discover
Explore
Experience
The Concept
Partnerships and Impact Schools & Hospitals
Gourmet Garden & Education
School Field Trips
Hydroponic Lessons
School Canteen Meals
Gourmet Garden & Patient Health
Meals for Patient Needs
Nutrition Guide x Gourmet Garden
Recap Nutri Balance
Meal Kits
Social Media
Visual tool to help track nutrients
Customized kits for your lifestyle
Gourmet Salads
Hospitals
Schools
Healthy meal to-go with traceability
Trusted nutritional guides & meals
Educating the future generation on hydroponics
Chef recipes using the freshest ingredients
Thanks! Please reach out to us with your questions. bhats688@newschool.edu sowmya@newschool.edu divya.harpalani@newschool.edu maddc952@newschool.edu kausv026@newschool.edu