By analyzing the market, there were a few key problems that were identi ed.
A) Raddichio is confused amongst the people as the red lettuce
B) Royal rose Raddichio holds a certi cation for a super food. This certi cation is speci cally for royal rose not any other radicchio that is locally grown in the American soil.
C) radicchio is an expensive vegetable and relatively tastes very bitter. Why should I consumer choose royal rose radicchio over any other super food.
In order to sell more Radicchio, we need to evaluate the perception of food by an individual in a kitchen.
Biggest trouble in any kitchen is to decide what to eat?
Second problem comes in the form of how do we educate consumers to use this bitter vegetable.
Part A of the solution lies in the introduction of the probability.
A child's game of paper fortune teller is the perfect opportunity to explore.
When you can't decide what to eat. Why not leave it to fate?
Kitchens of the 21st Century are alchemy in it. We can no longer rely on hit and trial of the composition of the ingredients. There is the science of cooking and it's called molecular gasatomy. Certain ingredients go well with others because of shared molecular structure.A possible partnership with Belgian Food Pairing can help anyone make new delicious recipes with Radicchio in with less than 3 ingredients.
We propose a playful strategy combining the game of probability with science to create a unique consumer experience. A paper fortune teller which is loaded with simple.
Possible Fortune tellers can be introduced in 5 categories Pesto, Salads, Gourmet, Smoothies & BBQ
The following image represents one possibility. If what is said is achieved, then we can easily achieve the following
-Educates how to use Radicchio
-Alter the bitter taste
-Works with 3 or less available ingredients
-Be playful at the same time
To resonate with the new strategy we need a new brand identity.
1) Shows exact product
2) Symbolically Italian ingredient
3) Shows Radicchio.com which is exclusively available to royal rose
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Royal rose Super food Super ingredient
Royal rose a radicchio producing company came with a brief to increase the sales of their radiation an Italian gourmet vegetable grown in California. Company, respectively was looking for a new product platform that would create a recognition of an Italian grown product(MADE IN ITALY) on a local market.
