Advertising Planning: Report on Identifying Potential Target Market and New Product Proposition for Delivery Meal Kit Service
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Added on  2023/01/12
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This report discusses the importance of advertising planning in developing effective communication channels for a new delivery meal kit service. It covers the identification of potential target markets, the differentiation of the product proposition, and the design of brand identity to appeal to the food retail sectors.
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ADVERTISING PLANNING REPORT
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TABLE OF CONTENT INTRODUCTION...........................................................................................................................3 Identify potential target market...................................................................................................3 New product proposition which differentiates newdelivery meal kitservice for the target market..........................................................................................................................................4 Brand identity design to appeal to the food retail sectors............................................................5 Advertising Planning...................................................................................................................6 Summary......................................................................................................................................7 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................9
INTRODUCTION Advertising planning is the process of develop effective activities which helps to communicate in the target audience with lowest cost. It is very essential for business to adopt advertising planning which helps to increase the efficiency of business to develop effective communication channel in market and increase sales effectively. Advertising also helps top promote the products and services of the business in the market and planning all the activities reduces the risks. In this report there is a brief description on potential target market analysis, new product develop process. In addition, this report also provides effective understanding about all the media channel which is used to increase the advertising planning of delivery meal kit to increase the awareness in the market effectively. Identify potential target market A consortium of major food retail businesses which is located in UK they usedmarket segmentation strategy to target their specific customers. There are various techniques which are applied by companies to research potential customers. Techniques for identifying target market which is described below: Deep market research Food retailer companies research in market to identify potential customers so that can identify particular customer. Where companies gather information to customer about products and their services in UKâs food market ((Chandradasa, 2018). By gathering overall feedbacks analyses that women can become major source because they can spend more money for getting better taste in foods. Even women require more variety in foods based on the situation.By the deep research of UKâs market finds out that womenâs are potential targeted market which is suitable for new delivery meal kit services. Target Market segmentation Food retailer companiesâ segments target market into different group on the basis of taste and preference.By the market segmentation strategy easy to classified women as per their requirements i.e. several women concern for their health so they prefer natural food channel. While other women prefer raw food stuff and other customer believes in food variety along with identical food from each brand.
To keep overall demands and preferences organizes delivery meal kit services for targeted market which meets targeted customer objectives.The main purpose of delivery meal kit service to target specific market so that another new food retailer doesnât take place in UKâs market (MATTA, MONTAGNA and OGUZ, 2019).Womenâs are potential target market which is targeted by food retailers because they can spend more money for getting good taste. In addition, customer gets benefits to order variety of food stuffs from specific sites instead to order from different sites. Even potential market doesnât have any type of issues to pay high cost of meal kit delivery which supports retail business to generate profit margin on food stuffs. New product proposition which differentiates newdelivery meal kitservice for the target market New delivery kit services contain different types of products proposition which different mealkitservicesfromotherandsuitablefortargetmarket.Thereareseveralproduct propositions such as: Customerâs main problem Targeted customer always concerns for their health in UK so they seek for natural food channel which gives positive impact on their health. They avoid fatty and extra carbohydrate food because that improves obesity in human body (Di Lascio, 2017). Apart from this, they want large number of varieties in food stuff so they get multiple option to choose different type of food. Customer finds identical offering from each brand because most of the food retailers are famed for its specific foods. In addition, they expect to get overall food services through a single channel rather than to go different food channels. Benefits of product offering Majorfoodretailerswhoworksinateamtakeshelpsofcustomerrelationship management (CRM). The management supports companies to understand quality of products and itâs services.CRM offers chat media in deliver meal kit service app where customers can share their experience after taking meal kit services and their complaints related to food quality, services etc. while CSR resolves their issues by communicating with media channel (Dablanc and et.al., 2017). Even they help to improve quality of products and its services continuously. Thus, CRM is not supporting to improve product and service quality but also builds good relationship with target customers. Values of products
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Delivery meal kit services includes different type of food stuffs like party-sized food, raw food stuffs, refrigerated food, hospitality food, packed food and home-made foods which makes it more attracting for targeted customers. In addition, it includes organic, diet products, farm to home table etc. are the major speciality of delivery meal kit services which makes it valuable. The meal kit service contains wide variety foods to give value each type of customer. Such kind service cannot offer by competitors because it is quite costly and sustainable as well as result supports to gain competitive advantage. Interconnection of product value with customerâs pain Targeted customer concerns for their health due to high carbohydrate and oily food stuffs. To overcome this issue included organic and diet ingredients which improves their health instead of putting negative impact on their health. They require identical food from each brand which is resolved by the delivery kit service.It encompasses large number of companies who offers its identical food in the kit. In addition, customer doesnât need to order different food from different sites now they can directly order different food from specific sites.So, targeted audience will prefer to buy meal kit service because it includes number of branded companiesâ products. Differentiation delivery kit services from others CRM and customer loyalty advertising supports company to differentiate from other rivals and helps to offers superior values to customers.CRM usedigital advertising media which helps to communicate with customer and builds good relationship with them by offering desired products.While loyalty advertising helps food retailers to build loyalty of customers on brand. The product proposition defines delivery meal kit services and its products which put effective impression on the targeted customer and improves their purchasing behaviour. Delivery meal kit service is properly designed to meet targeted customer needs and helps to gain competitive advantage as well. Brand identity design to appeal to the food retail sectors To create brand organizes brand loyalty advertisement by Delivery Meal Kit services that supports to target specific market and create unique product proposition from other competitors. The brand loyalty advertisement helps to build branding image in the food retail market because each customer wants to buy product from those sites which provides good quality product along with wide variety services. By the program becomes easy to establish good brand positioning
increases the marketing opportunity in different market in limited time. As internet is the fastest medium of communication and also provides all the information about customer needs and wants to produce effective products. This increase the satisfaction level of customers and make them loyal to the company.This will help the brand to attract more customers and improve the customer base effectively. Media Vehicles Media vehicle is the specific medium of communication which enables business to provide information to their target audience to increase the performance of business in the market effectively. This is also very essential for business to develop all the marketing strategies which reduces the risk to provide information to customers(JovanoviÄ, Vlastelica and KostiÄ, 2017). Digital publication is used to communicate with the customer in the market and provide them information about the new delivery meal kit effectively. This also helps the company to become more effective in attracting more customers.New delivery meal kit will use digital media to increase the communication in the market and compete effectively with the existing customers effectively. Campaign Timings Campaign timing is the process in the business analyses the interval of advertisement in the market to increase the effectiveness in the market effectively. As there are many competitors in the market for meal delivery services it is very ineffective for business to do short term marketing as it will not impact the perceived value of customers to buy the products of new company. Placements Placement is the process of determines the location in which the best target audience is situated which helps top increase the efficiency of the marketing(Dewenter and Heimeshoff, 2017). New meal delivery services have adopted urban setting which has more per capita income and does not have time to cook. This location will help the business organisation to maximise its output and increase its sales effectively. Strategy Comparative advertising strategy will help the business to increase its productive and also helps customers top increase the information about extra benefits which existing players are not providing. This will also increase the efficiency of new meal delivery service business to gain
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effective popularity in the market and achieve core competency in the market to increase profit margins effectively. Company designed effective brand management strategies to increase the premium of the food products and gain kore profit effectively. Company also developed effective marketing teams to encourage population to order food and increase sales to compete in the market effectively. Summary It is very essential for businesses in UK to understand the market structure and target audience before investing in the business to gain higher growth and better profit margins effectively(Parker, Ang and Koslow, 2018). New delivery meal kit service is also already having its substitute in the market which increases its competition and opportunity to attract the customer base of the competitor to the new meal kit services.The most effective methods to communicate in the market is by providing high quality of food quality with lowest prices which increases the attractiveness of customer towards the company. the company can also adopt different digital marketing and print media to increase the awareness of new services in market with additional benefits which helps to satisfy them effectively(Kwon and et.al., 2019). Due to increase in the marketing and free sampling of the kits it creates large customer base rapidly and with high quality it can also increase the brand value by mouth publicity in the market. As it is also the most effectively and accurate marketing which influences their friends and family with their trust effectively.The main target customer of this new meal delivery mean kit service business can be corporate employees and workers in manufacturing who doesnât have them to cook and increase their efficiency in cooking and also utilise their extra time in some other productive activities or rest to regain energy. as meal is the most important factors basic needs for human being it is very essential for business to get the customer whose lifestyle is to eat outside and those customers it high income level which also increases the potential the company to increase sales effectively.There are many factors which also helps the new meal services business in becoming effective by adopting corporate social responsibility activities to increase brand value in the market effectively.
CONCLUSION This report concludes that is very essential for business to develop advertising planning by analysing the factors which also increased the value of products and services in the market effectively. This report concludes that it was necessary for business organisation to evaluate all the external factors including competitors which helped them to gain core competency in the market effectively. Media channels and different campaign heed the business to deliver effective information to target audience and increase the efficiency to position themselves in the market and achieve its objectives effectively. This also helped to analysed all the factors to position the new product in the market and gain higher popularity effectively