Martha's Macadamias: Sustainable Vegan Milk Brand Overview
Martha's Macadamias is a family business advocating for sustainability in their premium plant-based products. Their mission is to provide high-quality, environmentally friendly, and healthy alternatives for consumers like Tommy, a health-conscious individual interested in ESG practices. With a focus on vegan options and nutritious ingredients, Martha's Macadamias aims to be a popular choice for millennials seeking convenient, on-the-go snacks with a positive impact on the environment and society.
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Presentation Transcript
Marthas Macadamias Olivia Robinson, Carlota Artigas, Charles Citrin, Arvind Eswaramoorthy
WHAT IS MARTAS MACADEMIAS? (Story) Martha s Macadamia is a new business that intends to be a new development in the expectation of finding a new better, and diversified market alternative to the family s Brazilian macadamia nuts plantation: Santa Marta. The plantation exists since 1982 and is now operated under it s third generation of administrators. The family business advocates for Sustainability in all its processes finding the perfect balance between craftmanship together with the use of machines.
MARTHAS MACADAMIAS BELIEFS & CORE VALUES ENVIRONMENT FRIENDLY COMFORTING HEALTHY LIFESTYLE VEGAN HERITAGE
MISSION STATEMENT To provide high nutritional and sustainably produced plant-based premium products for everyone
OBJECTIVES 1. POPULARITY BE THE BEST MACADEMIA MILK BRAND KNOWN FOR TASTE AND QUALITY 2. RELIABILITY HAVE THE BEST DISTRIBUTION SYSTEM
WHO CONSUMES MARTHAS MACADEMIAS? Tomas, but his friends call him Tommy/Tom 32 years old Originally from California, but has been living in New York, Chelsea for 5 years. He works in Consulting (around 125k/year) and is very interested in ESG sustainable practices. He loves food and trying new things, but is trying be conservative with his spending to save up for a backpacking trip His girlfriend is a vegan and he is always looking for food and beverages they can both enjoy He likes taking care of himself and has a healthy diet He is sporty and loves being outdoors amd practicig climbing. He also loves spending time with his friends in restaurants. TOMMY S PHOTO
SOME USEFUL DATA - Milennial Consumption in on-the-go snacks - Do other milk-plant competitors have to go formats? - Trend: Milennials more concerned about vegan/healthy options - There is a Mckeney report where it says that the brand s behavior with the environmental/social causes becomes on top 3 concerns when choosing a brand.
MAIN IDEA Marta s Macadamias is there to accompany you through your busy days, with a tasty alternative plant- based to-go milk format that has the necessary nutrients your body needs.
INSIGHT Nuts: nutrients, healthy, plant-based Nuts: to be better RSC of the brand MM gives you the nuts that encourage you to be the best version of yourself everyday to accomplish every challenge you pursue.
Marthas Macadamias You ve got the nuts, we give you the power Go for it, go Nuts! You ve got the nuts, break them out! (aka. open the nut shell)
PACKAGING Premium packaging: One main color + combined with colorful and bright colors (Heritage - transportation to Brazil) Highlight: nutritional value of the product Plant-based Process of collecting it (sustainable) Recycled Packaging: cardboard Easy to go format: easy to carry
DISTRIBUTION Where to sell Vegan stores Ecologic markets Coffee shops (Starbucks) Supermarkets (Whole Foods) Market platforms Free giveaways with brands such as Patagonia or Starbucks Social Media: Use influencers to promote their sustainable, self- care, lifestyle as a source of their motivation to have the nuts to accomplish any challenge
