Top Box Foods

Request for Proposal

Regarding Customer Acquistion

TEAM STAR 2/25/19

BACKGROUND
Top Box Foods (TBF) is a social enterprise that sells proteins and
fresh produce in food desert communities across the Chicagoland
area. Starting 6 years ago, TBF has been able to build a strong
presence on the South and West sides of Chicago. More recently,
TBF has experienced challenges to incentivize word of mouth as a
communication tactic to acquire new customers. Additionally, TBF
has found it challenging to leverage their nonprofit position as a
competitive advantage over businesses like Aldi and Jewel-Osco.
BUSINESS ISSUE
Team Star acknowledges customer acquisition as Top Box's most
significant business issue. Those who buy their food from TBF are
brand loyal, however, TBF needs to reach more of these
customers. We believe that they should utilize their powerful
mission to drive their brand narrative. [TBF] was named by a
number of respondents as a favorite store, although it appears
that most shoppers do not use Top Box or any other single grocer
exclusively...“Quality of the groceries” and “variety and assortment
of groceries” are key factors influencing grocery decisions.
Findings suggest that the competitive advantage of Top Box
Foods is its partner network, delivery site locations, price, and
quality of foods offered." - MG Top Box Food Report
CLIENT MEETING DATA
Notable focus points:
Marketing Strategy. "We rely mostly on word of mouth
for customers to share with people like them instead of
mass marketing strategies."
Brand Narrative. "We want you to pay less...because you
paying less for groceries means you can spend money
on other necessities and they care about your health and
your access to resources."
"When we are at our best, we are a breath of fresh air for
our customers and our customer service. We want you to
care about us and the our mission."
Accessibility. "Access to transportation is limited...and the
time frame is a barrier...Aldi’s just opened and is open 7
days a week; competed primarily with price."
Incentives. "[We want to] develop relationships with
customers…identify who they are, and treat them
differently and give them incentives/promotions."
Retention. "When he came on a year ago, the problem
was retention – people trying once or twice and then not
coming back; why do the really loyal customers respond
so favorably and why others do not."
WHAT ACTIONS CAN TOP
BOX FOODS TAKE TO
INCREASE CUSTOMER
ACQUISITIONS?
RESEARCH OBJECTIVES

2. To assess how 3. To investigate

1. To explore areas
consumers
for growth in TBF's TBF's current
understand TBF's
promotion strategy accessibility
brand narrative

4. To determine the 5. To understand

the effectiveness of what creates brand
TBF's incentive loyalty among
programs customers
PROPOSED RESEARCH
DESIGN: DESCRIPTIVE
DESCRIPTIVE, Consumer quantitative data collection via interactive online surveys
(through Qualtrics). Focused analysis of consumer brand loyalty and of
QUANTITATIVE DESIGN: optimal incentive offerings. Possible statistical modeling via IBM SPSS.

BENEFITS OF
1 Describes these groups' behaviors to help TBF determine optimal
incentive and promotional strategies.
DESCRIPTIVE DATA:

2 Describes characteristics of one or more groups within TBF's target

audience (i.e. grocery shoppers).

3 Makes specific predictions of consumers' behavior and TBF's future

success upon implementation of Team Star's suggestions.

Uses hypothesis testing through analytical software (Qualtrics, SPSS,

4 etc.) to provide TBF with a better informed solution to their business
problem.
ABOUT
TEAM MISSION STATEMENT
To serve and assist our client with
innovative, original and meaningful
marketing strategies that align with the core
and purpose of their product/service with
the goal to improve the company’s image
and performance.

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