HealthyYou Vending
Cody Hart, Nick McCloud, Maggie Snaza, and Rachael Wescott
***Please note: The following analysis was completed using
information from qualitativeresearch. Even though data was gathered
using qualitative research techniques, this information should be
considered directional, not definitive.
Main ObjectiveDetermine the market potential placing one or more
HealthyYou Vending Machines on the CWU campus, and if potential is
verified, what strategies can be implemented to increase the
potential revenue from HeathyYou Vending Machines.
Sub ObjectivesProductStudents current perceive the healthiness
of their eating habits Test desire for healthier food on
campusDetermine if students would openly suggest healthier food
optionsUnderstand the current perceptions of vending machines (CWU
Campus)Determine if they are more willing to buy snacks, drinks or
entreesPromotionDetermine how students would expect to learn about
a HYVM on campusPriceUncover the price points students expect for
different categoriesWhat is the optimal preferred price and price
band PlaceUnderstand the location that would maximize the market
potential
Market Potential UsageDetermine students initial reaction to the
concept of a HYVMUnderstand the overall likelihood that students
using a HYVM at CWU campusDetermine the potential increased usage
of HYVM compared to existing vending machines on campusDetermine
what specific products they want in a HYVM
Executive SummaryBased on our findings we believe that
HealthyYou vending machines would be successful on campus. Entre
options least likely to be purchasedAn unaided, negative mindshare
perception of existing alternatives.Not Healthy Dynamic,
eye-catching designDrive exposure, attention and perceptionStudents
are more likely to use the HealthyYou vending machines than the
current vending machines that are on campus. Fish Bowl, Black and
SURC Students want more healthy options that are inexpensiveEntrees
would not be profitable in this market
MethodologiesIntercept methodology that used convenience
samplingParticipants Had to be CWU studentsUse or consider using
vending machinesQualitativeTwo focus groups of n=4Each group was
about an hour and half longQuantitativeCreated a 34 question
surveyCWU students n=149
Students current perceptions of how healthy their diets are60%
of all participants think that they eat fairly or extremely
healthy. The other 40% do not think they eat healthy.n=141The
general consensus of both groups was that they didnt have time to
eat healthyMost people felt that they would eat healthier if they
could
Student openly suggesting having healthier optionsWhen asked
what is lacking in vending machines participants brought up healthy
food on there own before they were exposed to the concept of the
product.n=140 n=140 The groups came up with things like cliff bars,
healthy jerky, oatmeal, and fruit snacks.Both groups already had a
problem with the choices currently offered.The groups were never
asked to give healthy products, but immediately gave options.
The need for more healthy food options on campusStudents want
more healthy food options on campus.Every participant agreed that
there isnt enough healthy food options on campus.Both groups were
excited to talk about the topic once the vending machine was
exposed.n=139
The current perception of vending machines.Who knows how long
its been in there-KyleEvery participant was extremely skeptical
towards vending machines.A lot of the participants questioned how
healthy vending machine food could be.I dont trust vending
machines-SeanThere is a negative connation towards vending
machines.
We need a visual9
Product categories students would be more or less likely to
purchase: snacks, drinks, or entrees. When placing products in the
vending machine it is important to remember that women and men want
different products. Entrees were the least likely to be purchased
among all product categories. We used specific products offered in
the HealthyYouWhen considering healthy snack options the groups
loved to protein bars.Entres weren't considered by a majority of
participants.n=134it'd be nice to eat something more
substantial-Britt
Best promotion method to students for the opening of a
HealthyYou vending machineThe best way to promote the product to
students is to have an eye catching design and be placed in a prime
location.n=131
Just put them up, and walk away-AudraDude what are these new
vending machines- Maggie group 2
The price band and expected price associated with each product
categoryEverything on here is $2 in the store, maybe.- Maggie group
2People are willing to pay more for entrees than for drinks and
snacks. Drinks and snack are approximately the same. Average prices
that people are expect to pay: Snacks $2, Drinks $2,Entrees
$3.50The average expected price for snacks and drinks was $2.25,
while the expected price or entres was $3This topic caused
somecontroversy.We asked: What price would you consideredTOO HIGH
(OR TO LOW)for a healthy SNACK (Or DRINKS OR ENTREES), by too high
we mean the pointyou would NOT be able to consider
purchasing.[SELECT ONE]
To determine a good price for the products offered in the
vending machine we asked a six question. We asked them to pick a
price point that they thought was too high, too high meaning the
price that they wouldnt even consider buying, and too low, to low
meaning the price that they would not consider because it affected
quality. We asked them to do this for each category snacks, drinks,
and entrees. The price band for snacks and drinks was essentially
the same with a high of $3.50 and a low of about 80 cents. For
entrees the price band was higher with a high price point of $5.50
and a low of $1.5012
Locations Recommended by StudentsThe top three locations to
place the HealthyYou vending machine are the SURC, the library
fishbowl, and Black Hall.
A lot of people take classes in Shaw Smyser- Courtney Library is
a no brainer- Kyle
n=131
On our survey we asked participants to choose three locations
that they thought would be the best spots to place a healthyYou
vending machine. The top choices were the surc, the fishbowl, black
hall, shaw, and Nicholson pavilion. The surc and fishbowl were the
overwhelming favorite locations 13
The overall Student likelihood of HealthyYou UsageParticipants
are likely to use the HealthyYou vending machine. Females are more
likely to use the vending machine than males Maybe if you taking
the vending out of it. Group 1n=138When talking about the entrees
Audra said I wouldn't care, I wouldn't use it.
Initial reactions; exposure of HealthyYou I would pay extra in
tuition to have these on campusThe majority of people had a
positive reaction to the idea of the HealthyYou vending machine.I
would love to see a vending machine like that because it would help
make healthier choices. Also it would be nice to get fresh fruit on
the go.I would love this! As long as it is cheapI have no thoughts
on it. I really do not care.That immediately catches my eye.-SeanIs
this already a thing, cause if it isn't it should be-Courtney
After we exposed survey participants to the idea of the
healthyYou vending machine we had an open ended response question
asking them to describe their initial thoughts regarding the
vending machine. Over 90% of the responses were positive. These are
some examples15
Increased usage compared to current vending machine Usage on
campusStudents would be more willing to use the HeathyYou vending
machine compared to the vending machines currently on campus.I
don't even carry my wallet when I am on campus.- Maggie group 1I
dont usually have a lot of cash on me.-MirandaMeal plan usage was a
significant finding*
n=141n=141
We asked how often participants use the current vending machines
on campus. On average people use current vending machines only once
a month and spend about $2.50. We then asked how often people would
use a vending machine and how much they would spend. On average
people would use the vending machine 5 times per month and spend an
average of $14.00. We also asked similar questions for students
that have meal plans and if students could use their meal plan
money on the HealthyYou vending machine they would use it an
average of 18 times per month and spend $51.12. However, only 42 of
our participants had a meal plan.16
Products students most want to see in HealthyYou Vending
MachinesThe five snacks that are most wanted are fruit, nutrition
bars, cereal & granola bars, trail mix, and pretzels &
chips. The four drinks that are most wanted are water, smoothies,
tea &coffee, and juice. 90% of what is in there is potato chips
and sugar Maggie group2PIRATES BOOTY!!!!-Audra
Blue diamond almonds-Maggien=137n=137
n=137
Recommendations HealthyYou vending machines should be placed in
the Fishbowl, Black Hall, and Shaw SmyserWe do not recommend the
SURC because of all the competition. The vending machines should
not include entrees The prices for snacks and drinks should not
exceed $3.50The best way to market the HealthyYou vending machine
is by having an eye catching design and good placement within the
building. Other options would be Facebook and WOM Allow meal plan
use
Mine***18