Marketing Strategy Healthy Food And Ethnic /...

The Marketing Strategy Through my research and analysis on consumer reports and surveys, I demonstrated healthy food and ethnic/international food is becoming mega-trend in the current food industry. Despite the number of Korean restaurants and food products are limited, a variety of consumer surveys’ result reveal that Korean food is getting big and many young generations want to try more kinds of Korean food items. Given the good timing for Korean food restaurants or food brands to widen their business in the US market, I decided to develop my brand as a Korean food brand. 1. Brand Concept: Korean food brand - Localized Flavor + Authentic Korean brand Consumers answered that they are willing to try more authentic cuisines. To†¦show more content†¦Also, it reveals that Asian food is popular menu for American’s daily meal choice as 79% of people replied that they had Asian food in past three months. 2. Target Segmentation: Millennials / East West Coast / Urban - Millennials are the generation who are the most open to ethnic cuisine and have an adventurous appetite toward new types of food. According to the survey, 42% of millennials and younger generations are already familiar with Korean food. Despite young generation, older generation, such as Baby Boomer, are likely to have less interest in Korean food, the marketing strategy will mainly focus on millennials. - Customer archetype (based on the demographic analysis of the consumer survey conducted by Mintel, April 2015) : non-Hispanic White millennials (25-39), who live in urban area in East coast or West coast, work full-time, earn over $50,000, hold college associates degree or higher education levels, and use social media actively (1.Facebook, 2.Youtube, 3. Twitter, 4. Google+. 5. 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