Flexible about food

1. Flexible about food Type of Residence: Large detached house Number of children: 2 Dependant “You can’t start the day without a good breakfast and finish with a great family dinner ” Name: Dearbhla Mc Carthy Age: 33 Occupation: Housewife Status: Married Location: Blackrock, Dublin, Republic of Ireland Dearbhla is 33 year olds housewife that lives in Dublin with her husband and 2 children aged 5 and 3 Dearbhla tries to maintain a balance between keeping the house in order, socialising with friends and looking after the family. She believes that a eating good nutritious food will enhance a persons metal health and well being. She is a very busy woman and tries to cook suitable meals for the family but will not completely dismiss ready meals and easy to cook food. Dearbhla always takes nutrition into account when buying and cooking food With 2 young children nutrition and a balanced diet is very important. This diagram highlights Dearbhla’s main concerns about food: Aspirations: Dearbhla loves being at home with the children but some day hopes to be able to open her own boutique that designs and sells handbags and accessories. With a young family she knows that this will not happen for a few years but enjoys designing and drawing in her spare time.

2. Products This product is a very reliable and easy to use product. It has only been out in the market a short time but has taken off hugely. All types of people buy this product and would highly recommend. That aim of this product is to make delicious food with minimal effort. While the food is cooking in the bag it keeps in all the flavour of the added seasoning and all natural juices of the food being cooked, these flavours and usually lost during other cooking methods. I think that this type of product would work very well for Dearbhla as it is easy, convenient, nutritious and little attention is required during cooking. This type of product comes in many different flavours which gives Dearbhla great verity for and her family. This is an inexpensive product the can be found in any local supermarket. Knorr is a very well known and trusted brand that many people can rely on. Many recipes for this and their other products are available online. €1.79 per packet Green Isle is a company that produce many different types of frozen products. This bag of frozen mixed veg is one of there well known and sought after products. I think that this product would be ideal for Dearbhla and her family. Preparing and cooking vegetables is very tedious and time consuming, this product gives Dearbhla the chance to concentrate on the children while the dinner is being cooked. This bag of mixed vegetables include veg such as carrots, corn and green peas, these types of vegetables are good healthy and great for children. This product can be used with any sort of dish and is a reasonable source of nutrition. This product is relatively inexpensive, easy to store and handy to have in the freezer if time is not on your side. The product is available in majority of supermarkets. €1.58 per 450G bag

3. Food as friend Mary is a 57 year old woman who is a retired Home Economics teacher. Mary lives close to the beach with her husband John and enjoys taking her loyal friendly dog for a walk in the long summer evenings. She is very passionate about food and only shops in her local butchers, fish mongers and supermarkets. Mary enjoys baking and would consider herself some what of a baker. Mary will only cook good wholesome food that is not from a packet or processed. Being a Home Economics teacher Mary knows what foods are high in fibre, low in fat and can still taste great. Name: Mary Mc Dermot Age: 57 Occupation: Retired Status: Married Location: Gory, Co. Wexford, Republic of Ireland Children: 3, not living at home. Type of Residence: Bungalow “A party without a cake is just a meeting” Mary enjoys cooking for large groups of people and having the family over every Sunday for a traditional Sunday roastShe believes that good food is the source to a healthy and happy life. Mary is not a one to shy away from different blends of food. She is very out going and will give anything a try once if she thinks that the ingredients work well together she will try and make a recipe to create the best dish she can. Aspirations: One of Marys main aspirations is to create a small green house out her back garden where she can grow different herbs and fresh fruit and veg. Mary watches many organic cooking shows to get the inspiration she desires. • Fats, oils • & sweets are used in moderation This food pyramid is an example of Marys daily diet.

4. Products “The great British Bake Off” is a TV program about Twelve home bakers take part in a 'bake off', which will test every aspect of their baking skills as they battle it out to be crowned the Great British Bake Off's Best Amateur Baker . The program runs once a week for 10 weeks. It has great ratings and people look forward to watching it on a weekly basis. It is aired on BBC usually on Tuesday night. This program is ideal for Mary as it will give her ideas and inspiration to bake things that she has never tried. The program has a realistic feel that home viewers can see that some recipes are not as difficult as they seem. There is also a website on the BBC page that allows viewers go back and print off recipes and catch up on missed episodes. Mary has tried and created new recipes with the help of this program. This book is based on the reality TV cooking show presented by Nigella Lawson. She helps readers understand the Italian way of cooking and creates new and innovative ways of blending ingredients together that not many Irish or British people would know. The author gives tips on what goes well together and the kitchen equipment that are essentials in every persons home. With Mary being a retired Home Economics she would have a good understanding of different food cultures but she can learn and improve form this book. It is an inexpensive book that even her children could buy as a present. Mary can relate to the authors lifestyle in relation to her passion for cooking and baking. This book is a must have essential in any home and Mary can improve on her cooking skills.

5. Food as filler Name: Cillian Doherty Age: 28 Occupation: Sales Manager in a Marketing company Status: Married Location: Letterkenny, Co. Donegal Children: None Type of Residence: 2 bedroom apartment “I try and eat healthy but this is not always an option for me.” Cillian enjoys home cooked meals although can not find the time to prepare them. When he arrives home form a long day in the office or out travelling he wants to relax with his new wife. Although nutrition is an important factor in his daily life he does not always get the time to eat the way he wants to. He does try and choose the healthiest option available but this is not always possible. Cillian’s lifestyle is so busy that exercise is not of any importance so his eating habits need to be sufficient for it all. Cillian is a 28 year old man working in Manchester and recently got married. His work is based in Letterkenny in County Donegal he is also required to travel . This leads to him being stuck in a car for long periods of time. His job requires him to be in the office early and leaving late. His wife also has a high powered job which means that she is in a similar situation. Due to their demanding jobs neither of them have time to prepare long nutritious meals, this leads to Cillian eating ready meals and food on the go The blow chart shows how often Cillian and his wife manage to prepare their own food and unfortunately this is a very low percentage.

6. Products Nutri Grain is a type of cereal bar that is produced by the well knows and trusted brand Kelloggs, this type of cereal bar has been available for a number years and it has grown on many people. This type of product suites Cillian’s lifestyle as it can be eaten as part of a healthy balanced diet and is quick fast, nutritious and easy to have on the go. They come in a variety of flavours and are generally on special offer so they are an inexpensive product to purchase. They bars themselves have a long shelf life which means there are a certain amount of preservatives in the bar but they company have tried their best to keep the preservatives to a minimum and market the bar as being a healthy snack on the go that can be picked up and can be eaten at anytime. Marks and Spencer's is a well known high quality brand. Their food is not as cheap as the likes of Tesco or Dunne's Stores but with this price the consumer will get a better more gourmet style product. Their ready meals and their meal deals are very popular among the young full time worker who look for a good nutritious meal but font have the time to cook. Cillian and his wife find the Marks and Spencer brand to be easy convenient and good tasting food. These meals are that little bit more expensive but with that the consumer knows what is in the food, what the food will taste like and that the the over all result is a good quality product. These types of meals attract people like Cillian and his wife as they are too busy to cook after a long day of work and are looking for a good nutritious meal that is quick and easy.

7. Flippant about food Name: Daithi O’ Neill Age: 22 Occupation: Students at Queens University Status: Single Location: Belfast, Northern Ireland Children: None Type of Residence: On campus accommodation Daithi is a fulltime student in Queens University in Belfast. He is in his 3rd year of a 4 year Marketing Degree. Daithi enjoys socialising with friends and food does not pay a major role in his lifestyle. He is not too concerned about the ingredients in the food he is eating as long as it tastes ok and is quick and easy to make or buy. While studying a fulltime college degree Daithi spends much of his time in classes, the library and in friends houses. When returning from college he is only interested in having something that is hot and can be made in a matter of minutes. During college time he may pick up something premade in a shop that would have very little nutrition and would snack on crisps and sweets. Price would be a big factor in Daithi’s shopping, with being a student he would want products that are normally on special or inexpensive. Daithi enjoys playing sport and being active but this good living lifestyle does not reflect on the food that eats. “I like something quick and easy that tastes good” Daithi’s diet consists of the following nutrition: Aspirations: Daithi’s aspirations are to complete his next 2 years in college and find a job in a high tech marketing company where he can display his exciting and innovative ideas

8. Products Goodfellas is a very well knows producer of pizzas and other similar frozen food. With its large verity of “homemade” pizzas many young people find it difficult not to purchase. The pizza is a large pizza that would easily fill a person straight away. It takes approximately 20 minutes to cook and comes in many different flavours. Daithi would think of this being a substantial meal for himself and friends. It is easy to buy and cook and requires very little effort. There is very little nutrition, vitamins or fibre in this kind of food and are generally high in fat and salt. Goodfellas have a very good reputation and are well known all over the nation. Goodfellas do recommend their food to be eaten in moderation. This product will appeal to people with a similar lifestyle as Daithi. When thinking of Pot Noodle majority of people will think cheap, quick and easy, which is what the student lifestyle is based around, cheap food, quick making and effortless meals. Pot Noodle claims to be low in fat, which it may be but it is no way a health option for a dinner or snack. Daithi enjoys the taste and verity of flavours that this product comes in. he likes the fact the when he comes home from college he can put the kettle on and have a hot snack with in minutes. As you can see on the right is the nutritional values of a standard Pot Noodle. This highlights the amount of fat, salt and sugar. This product is an easy cheap and inexpensive option that could attract buyers like Daithi.

9. Gsg http://www.marksandspencer.com/Cook-Our-Ranges-About-Our-Food-MS-Foodhall-Food-Wine/b/51028031?ie=UTF8&pf_rd_r=118BVVRWEQYSXPGAZZXT&pf_rd_m=A2BO0OYVBKIQJM&pf_rd_t=101&pf_rd_i=56420031&pf_rd_p=475115433&pf_rd_s=left-nav-2 http://buildonlinewealth.com/buyer-persona-a-deeper-look-into-your-customers-needs/