Current Marketing situation “Frozen meals have a longstanding perception of being the TV dinner,” said Sarah Day LeVesque, a food and beverage analyst. In recent years The, the perception of frozen food is still highly processed, not offering a full, balanced meal, or made with ingredients consumers don’t understand. However, recently this situation has gradually changing, increasinglyincreasingly products have come out that are convenient with a more nutritious perception, such as pre-packaged balanced meal and meals kits, which have a perception of being less processed and more healthier for customers.
The HIVO Meal Company is a start-up company that plans on beginning at the start of the year 2014. We focused on balanced diet pre-packaged meals in the food industry. Also, HIVO Meal will produce a line of breakfast, lunch and dinner, which with high nutritious values. The HIVO Meal plans on entering into the market by accomplishing $30,000,000 in revenue in our first year of operation and establishing a solid client base through customer satisfaction. Nowadays, the frozen food industry has increased at a healthy ratestable customer group. Also, US Frozen food market has reacheding more than $31 billion in annual retail sales, with over 99% of U.S. households consuming frozen food products (citation). Also, this market share iswill continually expandedexpand, according to a study from Global Industry Analysts. Inc.,; the global frozen, prepared food industry is experiencing phenomenal growth and is expected to reach sales of $186 billion by 2015. Currently, the major frozen brand in the market includesbrands in the market include Nestle S.A., ConAgra Foods, Inc etc. The major product categories are processed frozen meat, pizza, vegetable, seafood, and frozen pre-packaged meal. However, across major frozen categories, there is a major trend changing in this industry: fewer young shoppers customers are willing to purchase frozen food. ,As thre report described: more than half of the customers are over the age of 45. Consumers under the age of 45 are leaving the department for other options. For example, about 50% of frozen pizza is purchased by households age 44. In contrast, younger shoppers are only responsible for only 33% of ice cream salesfrozen pizza. The main caused this is that younger shoppers customers are seeking looking for options they perceive as both a better value and a healthier option. Though this information, young people is becoming more health-conscious and more inclined towards nutritious food. The focus on nutritious food is a focal point of the HIVO Meal, and our target market is college students. This trend could be a great opportunity for HIVO Meal. Furthermore, other trend indicates that frozen products are experienced challenges from substitute products. According to October 2012 frozen foods report, Packaged Facts said 57% of U.S. people are not buying frozen foods in the previous three months but prefer for fresh foods. Specifically, this change probably is result from demand of the fresh made food and the people preference of fresh made food. However,