How Too Good To Go can Attract the Gen Z Audience

This report analyzes how Too Good To Go can attract the Gen Z audience with an eco-friendly product and digital marketing strategies. It covers market trends, STP analysis, customer persona, and recommendations for effective marketing. The report emphasizes the importance of understanding the values and preferences of Gen Z, who are conscious buyers and drawn to brands that keep it real. The report also highlights the potential of social media and digital marketing in reaching this target audience.

How Too Good To Go can
Attract the Gen Z Audience

Executive Summary
Gen Z marketing requires more than simply selling a product to the people which are born
between 1996 and 2010. This is the generation of value-conscious and drawn to the brand which
keep it real. They overtake the 40% of the world’s population and is considered to be having a
spending power of over $143 Billion.

TABLE OF CONTENTS
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Marketing trend analysis..............................................................................................................4
STP Analysis...............................................................................................................................5
Customer persona........................................................................................................................6
Recommendations........................................................................................................................7
Customer Journey Mapping.......................................................................................................13
Customer Journey Map..............................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Generation Z is born between the year 1996 to 2010 which contributes to 40% of the
overall population and possess the conscious buying behaviour. In the current era, there is higher
level of demand for the products which supports the environment friendly, ethical and
sustainable. The current study will pay attention on analysing how too good to go so that
attracting gen Z audience can become possible. This report will pay attention on having
information market trends, STP and customer persona, recommendations, customer journey
mapping, etc so that depth understanding can be derived.
The business in the report is “Too Good To Go” that is going to develop an mobile application
for influencing the target audience Gen Z.
MAIN BODY
Marketing trend analysis
In the food industry market, the current trend is towards the conservation of the food that is
getting wasted. The global food waste management market size was the estimation of USD 34.22
billion in 2019 (Song, Qin and Qin, 2020). It was expected that in the upcoming years this
market will be expanding more 5.4%. The growth of this attribute is towards rising concerns
over the food wasted globally. This is the reason why the mission has been to make sure that the
good foods get eaten and not wasted. Every day, delicious and fresh food is wasted at café’s,
restaurants, hotels, shops and manufacturers.
In the market the Gen Z has shown interest in the conservation of this food as they have
been seen to be more responsible towards the sustainable activities that bring success to the
growth to the food that is wasted. In the current trends for an organization to be successful it
needs to focus on this target segment as they hold the majority of the global population
(Makarim and Auliya, , 2020). Gen Z can be attracted with the help of social media, digital
marketing and other innovative marketing tools. This is due to the over active nature of this
generation they can be attracted and reached by the companies.
The market of this application is formed due to the identification of the issue that between
30 to 40 percent of the food supply in the world gets wasted. The worst is the impact this has on

the society. Wasting of the food is the result of wasting all the energy and water it takes to grow,
harvest, transport and package it. This results in the food going to the landfill and rotting, it
produces methane which is a greenhouse gas that is even more harmful to the environment than
carbon dioxide. In the current market being creative has been the key towards the potential
success of preservation of food.
Some of the trends that use for the preservation of waste food includes planning ahead of
buying or preparing what is needed. Utilization of freezers to preserve the food for later purpose
is considered to be very essential (Hanifawati, Dewanti and Saputri, 2019). Being creative with
the leftovers for example distributing it amongst the needy or preparing some other dish out of it.
Educating the kids in their education for being more responsible towards the consumption of
food.
STP Analysis
Segmentation:
For this business the segmentation of the customers is going to be done in the
demographical context. This is going to include both age and gender which would allow to the
application to target the customers. In this business the psychographic factors are also going to
be considered for the segmentation as this business would want the customers that use social
media and would be able to reach them through the means of social media.
Targeting:
From the selected segment the target of this organization is going to be the Gen Z which
are people that have born in the year 1996 to 2010 as they are more concerned about the
sustainability of the environment (Goldring and Azab, 2021). This is going to be effective
because the business model of Too Good To Go is to save the wasted food. Hence, the
organization would be focusing on building the application for this segment that takes up the
40% of the world population. This generation is also involved in the digital tools which are
considered to be very effective for the development of how they would need to approach the
customers. Therefore, strategically this business would benefit from targeting this segment that
use social media and applications.
Positioning:
The positioning of the business for this segment is going to include the giving emphasis
on eye catching and visual content. This is considered to be effective as 81% of the Gen Z say

Instagram and YouTube are their preferred social networks. Being interactive would be very
effective form of positioning for this customer’s type. This segment requires the business to have
sense of humour that allows the business to be cool and achieve the meme centric social content
for the attracting the customers.
Customer persona
Customer persona for GenZ can mostly be divided into seven group are considered to have
the digital natives that are able to filter the information and access the data that are required for
the online sources. World changers is also considered to be the growth of the consideration of the
collapsing thanks to the climate change. The members are growing up in a world that in at the
brink of collapsing the climate changes. Adventurers of the organization are considered to be the
ones that is essential for the interests that allows the help that is essential for the strong message
for the brand that is related towards these audiences. Entrepreneurs are said to be the factor that
helps in the limited job resources, members of the GenZ community and turning it into the idea
of being self-employed. YouTubers and influencers are also considered to be the one that can
help the business reach this customers segment with effectiveness. Being analysed as effective in
the current trends the individual is considered to be the key factor that is a new trend for the
sustainable for the clothing lines towards the study of wasted food.

Source: What does ‘overlooked’ Gen Z want from healthy food, 2021
Recommendations
Marketing mix Recommendations
(Marketing mix)
Justification (How does
this meet Gen Z
customer needs)
Theories related to
recommendations
Product It is recommended to
pay attention on
having the effectual
understanding
regarding the type of
the product which is
highly liked by them.
These are the
products which are
eco-friendly so that
significant level of
attraction among
clients can be created
for having higher
revenue.
It can be said that there
are various trends
prevailing in market
which are basically
followed and adopted
by this generation.
These generation
highly give preference
to the eco friendly
products that are
beneficial for society,
environment, etc. On
the basis of this can be
justified that offering
such products which
possesses features of
higher quality, low
preservatives, etc assist
in attracting them.
Product development
theory is helpful in
gaining the insights
that good that is
formulated should
have the following
characteristics in turn
attracting and
retaining Z generation
for longer duration can
become possible. This
includes physical
attributes, confidence,
, after sales service,
good brand image,
special features &
guarantee so that
meeting particular
objective can become
possible.
Price There are different
type of the strategies
of pricing which are
taken into the practice
for selling products in
The main fact behind
this suggestion that in
this generation the
decision of purchasing
is take by conducting
Pricing theory is
associated with having
focus on three crucial
elements in turn
appropriate decision

turn accomplishing of
objective such as
higher market share
covering specific
target audience. On
the basis of
evaluation it can be
mentioned that
having competitive
pricing approach can
benefit to meet the
objective as this
particular targeted
audience can be
attracted.
various evaluation so
that appropriate
approach for gaining
beneficial deal can
become possible
(Purohit, Paul and
Mishra, 2021). This
aids them to ensure that
relevant evaluation to
get reliable decision
which can benefit them
in monetary and non
financial terms. It plays
crucial role in attracting
customers by grabbing
their attention.
can be taken. This
comprises cost &
profit objective,
consumer demand and
competition. On th
basis of this approach
it can be articulated
that having application
of this strategy can
allow to meet the
consumer demands
and overcoming
competition.
Place In order to attract the
customers by taking
appropriate action
for delivering
products to clients
can become possible
this generation has
the objective of
getting things easily
available without
wasting their time.
They give emphasis
on having relevant
information about the
products so that
This can be justified
that there are various
factors which are
evaluated before
purchasing and one of
the significant element
is place of buying. This
possesses higher level
of knowledge of digital
technologies features
and its benefits and
consider that these are
highly preferable for
deriving higher
benefits. On the basis
Functioning of
stimulus response
theory which is
concerned with
explaining human
behavior as serious of
interactions between
stimuli, and they
evoke from human
subjects (Stimulus-
Response Theory,
2022). In the digital
platform the better
level of interaction
between the selling

strategic decision can
be taken. In involves
paying larger focus
on digital platform as
these people has
preference of searing
everything on online
platform and focusing
that good pattern of
insights can be
achieved to get
greater convenience.
This has the objective
of purchasing online
so focus on selling on
digital platform for
covering greater
market share.
of this it can be
mentioned that
choosing digital p;ace
for selling the products
can help in receiving
competitive edge to
attain higher customer
share.
party and customers.
In this the customers
can give feedback to
customers so that
effective purchasing
decision can be done.
It is helpful in
deriving the
competitive edge in
turn getting good
performance interns of
higher revenue, sales,
etc can be done.
Promotion It is one of the
crucial aspect of
market mix which
helps in creating good
level of
understanding about
the products. On the
basis of this it can be
articulated that there
are different types of
promotion of goods
in turn attaining
significant
The main reason
behind this is that
having proper
evaluation of marketing
approach which can
give full disclosure
regarding products to
clients in turn greater
interaction with
customers so that
significant information
can be provided. The
main fact behind this is
Digital marketing
theory is related with
gaining the ability to
utilize technological
components in turn
greater emphasis
regarding this can be
obtained. This is one
of the less time-
consuming procedure
so that attaining
reliable outcomes
from the implemented

information for
spreading the
awareness can
become possible. For
this specific
generation who is
highly involved in the
process so that
significant
information to give
to targeted audience
can become possible
(Lahtinen, Dietrich
and Rundle-Thiele,
2020).
that particular targeted
audience spend mos of
the time on social
media and other online
platform which ensures
that higher productive
results can be achieved
by gaining greater
performance.
procedure can be
done. On the basis of
digital marketing
theory it can be
articulated that there
are various form of
benefits can be
received which
includes devices,
platforms, media and
data and technology.
These all are highly
used by Z Gen which
gives ability to
achieve greater
efficiency to cover the
customers. The
particular digital
application helps in
spreading the
awareness of brand,
higher effectiveness,
good interaction via
taking feedback, etc.
processes There are various
form of the processes
which are basically
taken into the
consideration for
selling the goods to Z
generation in turn
From the evaluation
it can be specified that
using the significant
processes for marketing
goods with help of
digital practices can
help in deriving
Marketing mix is one
of the significant
theory which has the
process element that
shows that firm should
pay attention on
identifying such

higher level of
effectiveness and
efficiency in order to
meet the customers
requirements
(Wichmann and et.al.,
2022). Z generation
is basically related
with having such
appropriate process
which can allow
delivering good form
of information to
students so that
higher level of details
related to products
can be offered. It
involves all
marketing practices
like first step to
identify audience
presences for viewing
goods such as social
media, deciding good
method for
delivering
information like via
video, etc so that
relevant level of
capability to achieve
attention of clients. It
competitive edge in
turn good results by
attracting clients for
longer duration can
become possible. It can
allow the firm to have
good impression
creating so that
significant brand
awareness among
clients can be exerted
to derive strong
functioning in market
can be exerted.
reliable processes that
can give assistance in
receiving relevant
level of results. On the
basis of this it can be
articulated that there
are distinct types of
the procedure which
are required to be
followed for having
successful practicing
in turn good level of
growth by covering
particular generation
for longer duration can
become possible.

is suggested to pay
attention on having
implementation of
marketing practices
so that reliable
performance can be
achieved.
People In order to attract the
Gen Z, the business
would need to focus
on how it can attract
them. They can be
attracted through the
use of social media
and other digital
technology which is
going to help achieve
the results.
For the people the
marketing of the
products are going to
be considering the
different factors that
are going to help the
business effectively
strategize the marketing
through the
management of the Gen
Z.
The marketing theory
that is application for
the use of this strategy
is going to be the
Goffman's symbolic
interactionism
explains that the
people portray the
actors that they see on
platforms such as
social media for trying
to make interaction
with them.
Physical evidence This is concerned
with having
everything that can be
used by customers
for interacting with
company. This is
advised to pay
attention on having
physical evidence of
website of company
The main fact behind
this is that having
website as physical
evidence can give
greater ability to
targeted audience to
interact with customers
in tun proper
functioning for gaining
sustainable purchasing
This is one of the
significant strategy
that is related with
having effectual
understanding about
the activities that can
be achieved by
paying attention that
can help in
overcoming the

which can permit the
sleeted targeted
audience to possess
relevant level of
interaction with
customers. This
shows that customers
can get the
trustworthiness that
positively impacts
their decision-making
procedure. On the
basis of evaluation it
can be articulated that
firm requires paying
attention on gaining
such physical
evidence which can h
help customers to
interact with
company in turn good
performance by
having higher clarity
offering to targeted
audience.
decision-making can
become possible.
irrelevant barriers so
that facilitating the
flow of services in
turn appropriate
information to get
reliable level of
outcome can become
possible (Mahmoud,
2018). The relevant
theory associated with
creating
trustworthiness so that
higher level of
trustworthiness can be
offered.
Customer Journey Mapping
Customer journey mapping is also considered to be the process of creating a customer
journey map that visualizes the story of the customer’s interactions that the brand is able to
achieve. The following are the benefits of the customer journey mapping,

 This helps in empathizing with the customers.
 It provides a uniform view of the journey of the customers.
 This is considered to be the identification of gaps in service or communication.
 Prediction of customer behaviour.
 Being able to improve the customer journey (Lee, 2020).
 It allows the individuals to remove the silos from the departments.
The customer journey mapping would include the following stages,
Awareness
This is the stage at which the customer enters the mental awareness of brand becoming
aware of company or brand via advertising, cold calls, email blasts or other marketing vehicles.
Engagement
The awareness of the company is towards the ways in which they engage with each other
for stopping into a brick and mortar location. This is essential for the newsletter for the sampling
of the product.
Transaction
This is when the customer and the company move forward with the agreement for
making a decision.
Retention
In this stage the customers are able to retain the actions that are needed to be taken.
Customer Journey Map
Awareness Consideration Installation Usage Deletion

Awarenes
In this stage the customer will develop a need or desire that would be due to some
advertising on social media. This can also be due to the social responsibility though about saving
wasted food.
Consideration
Next stage is when the customer choose Too Good To Go application for their purpose of
saving the wasted food. This can be due to the referal of a friend or through a social media post’s
influence.
Installation
Installing this application is going to be next step in which the customer would be ready
to operate the application (Dash, Kiefer and Paul, 2021). This is the stage at which the
innovation made to the application is going to help the business.
Usage:
This is the stage in which the customers will be using the application and would decide to
make purchase or use the servcies provided.
Deletion:
After the purpose of use of this application has been made then the customer would
decide whether or not to delete it depending on the user experience.

REFERENCES
Books and Journals
Dash, G., Kiefer, K. and Paul, J., 2021. Marketing-to-Millennials: Marketing 4.0, customer
satisfaction and purchase intention. Journal of business research. 122. pp.608-620.
Goldring, D. and Azab, C., 2021. New rules of social media shopping: Personality differences of
US Gen Z versus Gen X market mavens. Journal of Consumer Behaviour. 20(4).
pp.884-897.
Hanifawati, T., Dewanti, V. W. and Saputri, G. D., 2019. The role of social media influencer on
brand switching of millennial and gen z: a study of food-beverage products. Jurnal
Aplikasi Manajemen. 17(4). pp.625-638.
Lee, Y. K., 2020. The relationship between green country image, green trust, and purchase
intention of Korean products: Focusing on Vietnamese Gen Z consumers. Sustainability.
12(12). p.5098.
Makarim, M. and Auliya, Z.F., 2020. Gen Z Smartphone User: The Effect Of Mobile Marketing
On Actual Behaviors. Journal of Business and Management Review. 1(5). pp.354-372.
Song, Y., Qin, Z. and Qin, Z., 2020. Green marketing to Gen Z consumers in China: Examining
the mediating factors of an eco-label–informed purchase. Sage Open. 10(4).
p.2158244020963573.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal
of Social Marketing.
Wichmann, J.R. And et.al., 2022. A global perspective on the marketing mix across time and
space. International Journal of Research in Marketing. 39(2). pp.502-521.
Purohit, S., Paul, J. and Mishra, R., 2021. Rethinking the bottom of the pyramid: Towards a new
marketing mix. Journal of Retailing and Consumer Services. 58. p.102275.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
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