Competitive Analysis
The first step of the research phase was completing a competitive analysis. A lot of the competitors that turned up were local and national meal prep & delivery services. Some of them include Simply Plated, the Good Kitchen, and Freshly.
How Oliver Farms Differentiates:
1. Alfonso is Ohio’s only certified Master Chef.
2. The large majority of his ingredients are sourced from his farm, which is completely done sustainably and without chemicals.
3. Not only does he have this meal prep service, but, he also sells his freshly made sauces, spices, and produce as well as all-natural antibiotic-free pork.
Literature Review
The next stage in the research process was literature reviews. I read articles that focused on relationship marketing on social media, two-way communication and engaging your audience, and branded content and stories. I also read a few articles and infographics about the top marketing and consumer trends.
Click here to access the full Literature Review & Competitive Analysis.
Customer Interviews
The last portion of the research phase was completing customer interviews with current Oliver Farms customers. Conducting interviews with current customers helped me to understand the brand and audience better. I conducted three interviews that were divided into 2 sections: question on social media usage and Oliver Farms history. These interviews then lead me straight into the analysis phase in which I created personas for the brand.