Case Study
Re-defining the business value proposition
A group of youth in Valentine, Nebraska, helped a family owned ranch to expand their current target customer group for their beef products.
Youth helped a family-owned ranch who delivers naturally raised, organic, and grass-fed beef to local customers to expand their market to conscious consumers.
Details
Spring, 2018
Valentine, Nebraska
Categories
UpStarts Marketing
UpStarts Rural
The family business was seeking ways to reach millennial customers who are conscious of environmental impact and food transparency with higher willingness to pay for better quality products.
The student team conducted market research to understand the food industry and the characteristics of the millennial consumers. The student team created new product offerings based on the market research: Farm to Door Delivery Services with New Product Offerings that will create more regular purchases from existing customers than once a year. The team also came up with a new marketing campaign plan to communicate clearly defined product benefits for potential millennial consumers via various channels including social media, brochures, and website.
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