Discovery Learning 2 Assignment
Consumer Behavior & Grocery Store Campaign Pitch
Scenario:
A small organic grocery store specializing in fresh produce and high-quality meats has
noticed growing competition from larger retailers who also sell organic options at lower
prices. The store has asked your team to design a campaign that highlights its value to
customers, addresses consumer hesitation, and builds lasting loyalty.
Your Task:
Create a strategic pitch (6–10 slides) that:
1. Analyzes consumer behavior factors influencing grocery shopping choices.
2. Demonstrates how these insights shape your campaign strategy.
3. Builds trust and positions the store as the preferred choice despite competitive pressures.
Deliverables:
- A PowerPoint deck (6–10 slides) designed to support your pitch.
- Your slides should:
• Identify the target consumer(s).
• Explain key insights about their behavior.
• Show how your strategy responds to these insights.
• Propose a campaign concept (messaging + execution ideas).
• End with takeaways/recommendations.
- You will present your pitch on Tuesday.
Rubric
Category
Excellent (Full
Points)
Proficient (Mid
Points)
Needs
Improvement
(Low Points)
Points
Consumer
Insight (10 pts)
Demonstrates
deep
understanding
of consumer
behavior.
Clearly
connects
campaign to
multiple
consumer
influences (e.g.,
cultural, social,
Connects
campaign to
some consumer
behavior
factors, but
insights are
surface-level or
incomplete.
Target market
is defined but
not richly
explained.
Little/no
evidence of
consumer
behavior
analysis. Target
market vague
or missing.
/10
