We have chosen the traditional dish of sushi for this project. The reason for this is simple; we wanted something that could be eaten instantly. No pre heating needed, just open the box and enjoy.
The fact that the dish also is the most common and well known was an important thing for us. We had in mind that if you are to launch this kind of products you have a bigger chance to succeed if you choose to launch the most famous dish on the menu. When you have made a name for yourself you can expand with other less common dishes.
Target group
The group of people we are aiming for are men and women between 25 and 45 years old. Both the ones who have tried sushi before and are used to eat the dish in the restaurants that offers this wonderful food. But we are also trying to reach the ones who have never taken sushi to their hearts. People who are interested in trying something new and exiting. Basically we want to make sushi more loved by the Swedish people.
Scenario
We want to display our sushi in coolers that clearly are inspired by the Japanese culture. When you come into the store you should see the display and become interested by it and feel the hunger for world class sushi. The placement in the section for delicacies will let you know that this is a high class dish made of the best commodities available. The costumer are going to feel attracted to the display and to the package and therefore wanting to grab one of the boxes instantly.
Strategies
To make the target group attracted to the product we have to show an exiting look that the costumer meets in the store. The package will also scream out that this is a bit classier than the other pre cooked food available. The Japanese theme should go through the different parts of factors that are showed to the costumer. They will see the box looking like the Japanese flag in a display inspired by old Japanese architecture
Creative ideas
The sushi box we have designed is inspired not only the Japanese flag with its white base and red disc. It is also inspired to look like the sushi piece of Maki with its black side and rise inside. We have chosen to make the white part more vintage looking by adding a more yellow tone to it. We felt that this looked better over all. Although we find the Japanese naval flag cooler we didn’t use on the package. Instead we placed this one on our project description. It was important to use this as we were very inspired by the Japanese name for it’s country; the land of the rising sun.
