- Università: Em Lyon School Business
- Studenti:
Lucie Danel, Hubert Dessert, Camille Gelin, Agnès Grardel, Weronika Morin, Florentin Reynaud, Esther Vallet
Concept
Delibug is a futuristic, modern concept store that sells alternative products focused on insects as a sustainable meat alternative. Our aim is to create a chic, trendy, and minimalist atmosphere that normalizes and trivializes tomorrow's food. By offering insect based products, which have a significantly lower environmental impact compared to traditional meat, we address the need to rethink our daily food choices to feed the growing global population.
Market analysis
The plant-based alternatives market shows promising growth prospects, with a projected compound annual growth rate (CAGR) of nearly 19% until 2030. Currently, sales of plant based imitation meat products are dominant in Western markets, but by 2025, 50% of consumers are expected to be from Asian and African regions. In 2021, sales in this market were valued at 3 trillion euros, with a projected 2% growth by 2025.
SWOT analysis
Strength
- Innovative & unique approach
- Localization & store experience
- Premium quality products
- Healthy & cutting-edge food
Weaknesses
- Limited consumer acceptance (unfamiliarity, resistance)
- Regulatory hurdles
- Limited scalability
- High product prices
Opportunities
- Growing demand : increasing interest among consumer base
- Partnerships & Collaborations (food industry players, research institutions, startups)
Threats
- Consumer perception (food safety, environmental impact of futuristic food technologies...)
- Competitive landscape (new entrants, established players...)
Target
Our main target audience is men and women aged 25 to 35, living in urban areas and concerned about sustainability. We have identified three personas: Claire, a 25-year-old environmental student who is budget-conscious and supports small companies; Suzanne, a 65-year-old retiree who is pragmatic about sustainable development; and Benoît, a 35 year-old who is curious about new flavors and knowledgeable about the impact of human actions on the planet.
Product & Services
We have categorized our products into four main categories: "Apéritifs," "Daily Food," "Sport and Dietary Supplements," and "Miscellaneous." This segmentation allows us to offer products that can easily fit into consumers' everyday lives and make it less intimidating for those who are new to insect-based foods. The product range includes flavored insects, insect, seaweed, and mushroom-based snacks, pasta, granola, protein bars, supplements, and miscellaneous items like recycled tote bags and recipe books.
Store Location & Design
Our first boutique will be located near the Capuçins market in Bordeaux, France. Bordeaux is known for its eco-responsible habits and has a young population, making it an ideal choice for our target audience. The store will cover an area of 80 square meters and operate from Tuesday to Saturday, with extended hours on Sundays to leverage the market's foot traffic. The store design will prioritize a classy, minimalist, and uncluttered atmosphere, featuring marble and light wood furniture, pastel and white colors, and strategic product placement to attract customers' attention.
Communication
To create a connection with our customers and encourage product trials, we will host a launch event with tastings, music, animations, and special offers. Influencers and experts in sustainability will be invited to increase brand visibility. We will utilize traditional communication channels such as social media, street advertisements, newspapers, and radio to reach a wider audience. After the launch, we will focus on maintaining strong customer relationships through regular newsletters, events, and social media updates. Expanding to other cities through pop-up stores and participating in sustainable events and partnerships will also be part of our communication strategy.
CRM
Our CRM system will incorporate two loyalty programs: a referral program and a frequent shopper reward program. The referral program will incentivize customers to refer friends and family, while the frequent shopper program will reward customers with points for each purchase. Personalized birthday rewards, gift with purchase incentives, and exclusive VIP experiences will further enhance customer loyalty and engagement.
