Integrated Marketing Communication

This report discusses the concept of Integrated Marketing Communication (IMC) and its application in the case of HelloFresh. It covers the target audience, IMC objectives, media channels, competitive environment, financial report, and creative strategies. The report also highlights the core brand values and key communication messages for HelloFresh.

Running Head: INTEGRATED MARKETING COMMUNICATION
Title
Name
Institutional Affiliation

INTEGRATED MARKETING COMMUNICATION
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CONTENTS
INTRODUCTION......................................................................................................................4
About the Company................................................................................................................4
Target Audience......................................................................................................................5
IMC OBJECTIVES....................................................................................................................5
IMC Strategy..........................................................................................................................6
Identifying a Target Audience............................................................................................6
The Purpose.........................................................................................................................7
Different Approaches..........................................................................................................7
Target Market Focus...............................................................................................................8
Key Product Focus..................................................................................................................8
Core Brand Values..................................................................................................................9
IMC OBJECTIVES FOR HELLOFRESH.................................................................................9
Key Communication Messages..............................................................................................9
Key Media Channels for Communication..............................................................................9
COMPETITIVE ENVIRONMENT...........................................................................................9
FINANCIAL REPORT AND BUDGETING..........................................................................10
SOURCES OF DATA FOR STRATEGY FORMULATION.................................................10
CREATIVE STRATEGY........................................................................................................10
Media Strategy......................................................................................................................12
Process..............................................................................................................................12
Analysis.............................................................................................................................12
MEDIA SCHEDULE (PLAN).................................................................................................13
Referral Marketing................................................................................................................14
Retargeting Ads....................................................................................................................14
Email Marketing...................................................................................................................15
EVALUATION OF CAMPAIGN............................................................................................15
REFERENCES.........................................................................................................................17

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PART B
INTRODUCTION
This report is on HelloFresh which is the world's leading provider of online food (H,
n.d.). The key company sends illustrated products to our customers ' homes each week with
the exact fresh ingredients to cook them. This report will talk about the elements of
Integrated Marketing Communication, Media strategies, Creative Strategies The target
market of HelloFresh about the company. The media plan creatively introduce the Christmas
menu to everyone both existing and new customers.
About the Company
HelloFresh is the leading online food supply service in the world. Our core enterprise
sends illustrated recipes to the customers ' homes every week using the exact fresh
ingredients needed for cooked food. There is a supply of products with trusted, sustainable
suppliers in the most local manner possible and only order the quantity of ingredients needed
to complete the order with accurate forecasting. In conjunction with just sending exactly what
the customers need to cook their meal; HelloFresh can avoid considerable food waste both in
the supply chain and in the homes. There are illustrated recipes every week to our customers '
homes, using exactly the fresh ingredients needed to cook them. The products are bought
from trusted, sustainable suppliers locally and only order the quantity of ingredients are
needed to carry out orders by accurately predicting customer numbers. In combination with
just sending what the customers need to cook their food, we can prevent substantial food
losses both in the supply chain and in homes. Back in 2012, we saw a seismic shift in public
awareness about the importance of eating fresh, nutritious food in the context of a healthy
lifestyle. Every year, this trend gains greater momentum, with HelloFresh currently having
more than 1,45% active clients in ten countries. We only leave the customers with the best in

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taking all the plan and the shopping: home-cooking, nutritious, delicious meals with fresh,
scratch ingredients(Luxton et al., 2015).
Target Audience
Our clients are single guardians’ moms and fathers who need their youngsters to have a
home prepared new dinner, office going people, older, and the individuals who are working
all day and would prefer not to arrange costly suppers once a day and rather stick to custom
made sound new nourishment which is the thing that HelloFresh offers (Schultz et al.,
2013). Very late requests, office providing food are represented considerable authority
around the same time. For your up and coming conferences and occasions in the nation, we
give office caterings. Regardless of whether your staff or visitors are made up for the lost
time in certain dietary confinements, we generally give breakfast sustenance, lunch, snacks
toward the evening, sandwiches and dishes to fulfil each taste (Ruiz-Pava & Forero-Pineda,
2018).

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IMC OBJECTIVES
An instant and famous concept is what is known as Integrated Marketing
Communications (IMC). It ensures that a wide range of mails and messages relate carefully.
Each abnormal contraction is designated in the mainstream of the exhibition correspondences
or IMC, as we call it, to ensure their participation in alignment (Luxton, Reid & Mavondo,
2015). One of the Ps is progress in the presentation mix. Progress has a combination of
unique contraptions. In the event of incompatibility, these specific instruments will work
better rather than independently. It is all more noteworthy than its parts, since they always
speak with one voice without fading (Porcu et al., 2012).
Hello Fresh focuses on advancing communication and on improving the unequal
quality of the brand and of the brand. The brand determination depends on how the company
cooperates with its customers and what type of gaming plans it may offer at various times.
Brand care can be improved through techniques used to communicate the fundamental data
to the customer via various sources.
People are even more mentioned and think that they get anything they need on a
calendar of the most important characteristics. Hello Fresh should satisfy such a problem by
strategies to reduce the time a person needs to use to go and find a staple product. The
association should confer such messages to the earth's use of Hello Fresh.
Improving the use of electronic life channels shows the need to use these to propel Hello
Fresh's businesses and organisations. The association should use Facebook, Instagram and
YouTube in order to pass the middle messages and to assemble brand care.
An expansion of the market will choose additional open entries for an association to
develop the company and will contact a wide-ranging audience with the objective of
providing more people with a good chance of eating autonomously and with fixings that are
not difficult to prepare.

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IMC Strategy
Hello, Fresh is an organization arranged at the conveyance of elements for preparing
different dinners utilizing uncommon formulas arranged by sustenance specialists and offered
by Hello Fresh. The speed of life and the quantity of different occasions that happen in the
life of an individual decide the absence of time that can be utilized so as to broaden formulas
used to plan dinners. Coordinated advertising methodologies have demonstrated to be
dependable claiming intertwining present day and customary showcasing ensures that
correspondences join the best of the two universes and achieve every pertinent partner
(Blythe & Martin, 2019). Correspondence is viewed as best when messages are passed with
no disturbance and have the best clearness.
Identifying a Target Audience
When developing a coordinated interchange plan, the target group of the customer,
which regularly is composed of current or planned customers, needs to be broken down and
defined. It additionally is imperative to decide the attributes of clients, which may
incorporate age, instruction level, sexual orientation, pay, and geographic area, among others.
When the gathering of people is recognized, the designer of a coordinated advertising
technique approaches tending to the necessities of the client by distinguishing the
requirements of the targeted demographics (Castronovo et al., 2012).
The Purpose
Important strategies and lessons can improve and maintain good connections between
the company and the customer. They bring the brands of an organization to potential
customers and convince them that trying the new item or management is their greatest benefit
(Lancaster & Massingham, 2010). The overall consequences are that the organization
appreciates an increased overall turnover, which is the essential reason why most business
exercises are participating.

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Different Approaches
Not all HelloFresh plans are the equivalent on the grounds that various plans have
various targets. These are the most well-known sorts of incorporated promoting
correspondences designs, everyone subject to what the firm making the arrangement is
planning to achieve which HelloFresh plans to learn from and implement the most
appropriate one:
External: This is the point at which an organization redistributes the errand of
showcasing to a promoting firm or an advertising firm, rather than dealing with it in-house.
The outside organizations are then entrusted with planning and building up the best
techniques for the firm that contracted them (Baulcomb & Carter-Silk, 2016). Outsourcing
can be helpful when a firm needs to get an alternate point of view from specialists who are
not associated with the firm and are probably going to be increasingly objective.
Internal: Internal showcasing combination includes the activity of top-level
administration guaranteeing that representatives are cheerful—and amped up for—new items
being created (Bull et al., 2016). This guarantees the specialists release the subtleties rashly,
thus picking up the energy of imminent clients even before items hit the market.
Horizontal: This way to deal with advertising unites various divisions that might deal
with a similar activity yet in various ways. For instance, one office may build up another
item, while an altogether extraordinary division is entrusted with dissemination. An open
progression of data and correspondence among significant divisions gives the imperative
collaboration required to construct the best and complete advertising methodology.
Vertical: This technique requests that an item being created fits in with the corporate
approach just as the structure of the organization. This implies the item must be inside the
expansiveness of an organization’s central goal and objectives.

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Target Market Focus
The company is focused on people who have a desire to cook healthy and nutritious
meals while the lack of time does not allow them doing it. People who have no significant
knowledge in professional cooking and need simple recipes with ingredients that are not hard
to prepare can be identified as the target audience for the company. People who believe that
homemade food is healthier determine the target market focus for Hello Fresh.
Key Product Focus
The company is focused on simple recipes that can be used by people who do not
have significant experience in cooking. Ingredients that are used by the company come from
trustworthy and responsible suppliers so that customers of Hello Fresh can enjoy the real
taste of healthy food.
Core Brand Values
The core brand values are connected to the delivery of the highest quality food to
people who search for simple ways of cooking (Lancaster & Massingham, 2010). Feeding the
world with nutritious meals and a diverse product range is included in the values of Hello
Fresh.
IMC OBJECTIVES FOR HELLOFRESH
Hello Fresh's IMC goals include improved brand loyalty and brand attention. The way
the organization connects with its customers and what type of arrangements can be offered in
different events depends on brand reliability. Brand awareness can be improved through
methods used to communicate the vital data with the customer through different methods.

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Key Communication Messages
Individuals are also required to get everything they need on a schedule and with the
most remarkable quality. This desire must be achieved through Hello Fresh by means of
methods to reduce time a person needs to spend on basic necessities and find a reasonable
method. The organization should convey such messages that show the efficient use of Hello
Fresh.
Key Media Channels for Communication
The growth in the use of web-based systems management channels is evidence of the need to
use this to propel Hello Fresh's things and organizations. The association should use
Facebook, Instagram and YouTube to spread the medium messages and to develop brand
care.
COMPETITIVE ENVIRONMENT
The increasing dispute in the market chooses additional, open entrances for an
association to develop the business and to contact an increasingly wide audience with the
goal of allowing more people to eat well independently and contain fixtures that are not
difficult to prepare.
FINANCIAL REPORT AND BUDGETING
The organization has expanded its promoting costs that show that Hello Fresh
observes a need in publicizing its administrations through different data sources. The
financial backing ought to be made in the manner to address the issues of the market just as
the necessities of the organization and to accomplish higher outcomes in utilizing the
spending limit the organization ought to designate expenses on cooperation with clients both
immediate and aberrant. HelloFresh should utilize a specific per cent of offers on different
showcasing efforts (Rossiter et al., 2017).

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SOURCES OF DATA FOR STRATEGY FORMULATION
HelloFresh, information is at the focal point of all that we do. It was normal for us to
swing to social tuning in to improve the execution and effectiveness of our showcasing and
correspondences groups. The research has enabled us to open access to a lot bigger
discussion around our image than any time in recent memory."
The group at HelloFresh utilizes social information to:
 Get continuous cautions for any notice from abnormal state influencers;
 Improve formulas, bundling, and conveyance courses.
 Keep track of industry patterns and contenders.
 Prove social ROI
CREATIVE STRATEGY
Meal delivery services are as mainstream as ever, with occupied purchasers needing
to make scrumptious, sound natively constructed suppers without chasing for formulas and
investing an excess of energy in a market. Berlin-based HelloFresh has a nearness in
Australia and offers a membership administration like its rivals (Reinold & Troop, 2012;
Altstiel et al., 2018).

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Teaming with online application for food business should be a significant part of the
restaurant that is advancing the arrangement. Working with online applications urges the
guests to gamble with client unrestraint programs at the restaurant that offer visitors free
shopping or reimbursement for their visits several times.
Most bistros in the area gradually resemble a concern. The great majority chase
precious foods, and this organization will get the most motivating force out of the online
display efforts with a focus on advances. Geostational progress can help to set you away
some funding, so you will see our notes (discarding not worthy snaps, which can cost us huge
advancement bucks) for only customers in specific urban areas and within a certain range
(Lancaster et al., 2017).
Many electronic advertising agencies, including Google ads and Facebook and
Twitter (formerly known as Google AdWords), offer geo-centric advancement decisions (no
extra charge). This helpful feature focused to make the best progress before our best
customers is sure to misuse.
Our blog should be an outstanding strategy for building the system and attracting
customers. Destinations offer the opportunity to try different things with the voice and
personality of different restaurants. Provide various victories and fights, intelligent stories,
equations and anything else that you consider our customers to be of interest. A blog can be a
huge company, but it doesn't have to be. HelloFresh, as a blog, is fundamental or capricious.
(quality over amount) we don't have to post. Whatever the case, it's incredible to have a
dinner blog created if we do get an announcement or the news we have to go out to the world.
If we truly accept responsibility for the world, we should have a different perspective to
control our own image.

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Media Strategy
Hello Fresh, the client base is between 30 to 50 years of age, and 80 per cent are
ladies. The primary objective of the brand's influencer promoting efforts is to secure the
accommodation of the item to occupied individuals who care about wellbeing and sustenance
(Keller, 2016).
The organization need to contact a more extensive group of customers and raise brand
mindfulness with the individual, true joint efforts. It likewise gives influencers a one of a
kind promotion code to give uncommon limits to their supporters and increment offers of
dinner packs. A considerable lot of them even got a cover - an additional individual touch,
adorable blessing and virtuoso promoting ploy.
Process
HelloFresh put vigorously in influencer advertising - it's a center piece of their lead
age methodology. It contacts a scope of various prominent influencers to make content in
their mark styles, with their specific agony focuses.
Not with standing providing influencers with promotion codes, the brand likewise requested
that they share marked hashtags, for example, #freshfriends and #hellofreshpics and urge
Instagram clients to do likewise.
Analysis
When we talk about promotion codes (observe, sustenance brands), HelloFresh is also
indulging in this. Not exclusively did dishing these out to influencers mean they could offer
something of significant worth to their adherents (significant), it, at last, implied that
HelloFresh could follow the viability of every influencer organization. Fundamental
information which will enable the brand to pick whether it merits putting resources into an
influencer again later. By requesting that nourishment influencers tie in their very own

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accounts and ways of life indicating how the item tackled their issues, the brand prevailing at
advancing its conveyance confines a genuine, real way (Gale, 2017).
Essentially every influencer utilized the #hellofreshpics hashtag, which has more than
150,000 posts on Instagram from a scope of clients. A large number of the influencers are
likewise wearing a HelloFresh cover - completely submerging in the item, not just tossing the
logo into a side of a flat lay or labelling the brand's handle, which is a demonstration of the
brand devotion these influencers have (Světlík, 2017).
MEDIA SCHEDULE (PLAN)
For Hello Fresh “Christmas Campaign” to be successful, it has planned to undergo the
following activities.
 Driving development through expanded infiltration, gainfulness through scale and
client faithfulness.
 Capitalizing on both developments of basic online supply, increment in At-Home
utilization and generational nourishment mindfulness patterns.
 Increasing Penetration.
 Increasing Retention.
 Indulge in Up-sell and Cross-sell.
 New Geographies Iterative formula creation by means of 1000s of information
focuses and client criticism, scale and insourcing generation take into consideration
improved client administration (Demangeot et al., 2015; Magnusson et al., 2019).
 Introduction of new item runs crosswise over existing topographies (Papadopoulos et
al., 2018)
 Grocery nearby internet business, Special intrigue boxes, Breakfast boxes.
 Expanding client base inside current topographies prompts upgrades overall cost
classifications.

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 Profitability through Scale.
Increasing client base inside current geologies prompts enhancements of overall cost
classifications.
Huge open door in the last zone of retail to experience the progress to on the web, with a
group that has demonstrated it can create both income and EBIT while proceeding to develop
at mind-boggling speed.
Referral Marketing
In drawing progressively relevant customers to a business, a referral program can be
extremely compelling for HelloFresh too. In return to convey new clients to our business,
offer existing customers a downgrade, offset or other extraordinary ideas (Drewniany &
Jewler, 2013). We can also and should offer something small such as desserts to people who
get the word, e.g. by sending a certain number of people; then something bigger for people
who get new clients. The referrer, as well as an official, get a markdown another way of
dealing with it (Strategy, 2014). Reference advertising is a viable technique because
individuals trust a company to be positive when they come from existing customers rather
than from the business itself; and even more so when they trust existing customers. Another
favorable position is that it builds a tight weaving network around the image which is part of
the production procedure and can help with the profits (Ivanov, 2012).
Retargeting Ads
According to research a few analysts 2% of those who visit the website may be
potential buyers who are attracted by promotions that show up on the website. The company
website shows us the business we can generate as per the website clicks and shows who is
interested in what and in what price. This can show us what item is searched frequently and
ordered. Retargeting is a compelling independent risk advertising process since it takes
people back to the site who have formally communicated their enthusiasm to increase their

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odds and further enhance the measurement of the important traffic on the website(Khan &
Iftikhar, 2017).
Email Marketing
Virtually everyone has an email address, and almost everyone constantly browses
their email. Therefore, email advertising should be a component of a private company that
fosters a blend until further notice such as ours. Normally it keeps one in front of the
customers and the brain top so that they head our way every time they are on the market for
what we have.
• Select the post roundabout and concentrate the messages appropriately.
• Offer helpful substance by means of support fighting to push leads further down our
pipeline.
• Keep our substance as supported while remaining reliable in our language and design.
• Avoid handling our roundabouts.
There are too many messages which can withdraw promptly. As we have found out the email
system supports brand awareness, support traffic, while assembling any image voice and a
network around the company.
EVALUATION OF CAMPAIGN
Although integrated marketing is not new, it is important in the world today. In recent
records there are more advertising channels than ever and different channels can be driven
and coordinated by different people. Integrated marketing systems help to draw most of a
brand message into one company as a whole to ensure that the message is not disconnected
and confused. Especially today, when customers with news and data of each type are shell-
shelled right and left, the coordinated promotion of the channel transmits a clear message
with little attention for HelloFresh.

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TOTAL % OF AMOUN
T SPENT BUDGET % OF
BUDGET
CATEGORY BUDGE
T
BUDG
ET
TO
DATE
REMAINI
NG
REMAINI
NG
Content Creation $23,000 6% $3,050 $19,950 87%
Content
Management $18,000 5% $2,200 $15,800 88%
Licensed Content $1,200 0% $200 $1,000 83%
Human Resources
- Cost $110,000 29% $18,250 $91,750 83%
Advertising $86,000 23% $15,000 $71,000 83%
Promotions $18,000 5% $2,200 $15,800 88%
Agency Fees /
Retainer $26,000 7% $3,960 $22,040 85%
Hardware $14,000 4% $2,200 $11,800 84%
Software Licenses $11,500 3% $10,000 $1,500 13%
Graphic Design $46,000 12% $4,800 $41,200 90%
Video Production $24,000 6% $6,500 $17,500 73%
TOTALS $377,700 $68,360 $309,340
Table: Campaign Evaluation for Christmas Marketing Campaign

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APPENDIX
a) Brand Positioning
Source: Magnusson et al., 2018