Marketing Communication for Mamas Kitchen

Running Head: Kitchen 0
MAmas kitchen
Marketing Communication
5/18/2019

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Executive Summary
Mamas Kitchen is a not-for-profit enterprise ensure to deliver nutritious food to the men,
women, and children vulnerable to cancer, HIV, or another serious disease. Their main vision
is to cater to these segments and provide a possible opportunity in order to meet the needs as
well as their preferences. They are leading the path towards communicating the creative as
well as digital marketing strategy to deliver effective health products. In the below, the
discussion has also be made providing the situational analysis has been made, which involves
the company, competitor, consumer, market as well as opportunities & threats. They have
also identified primary as well as secondary target market, marketing as well as a creative
strategy to develop the root cause of health inequities between people. In the following, an
effort has been made to discuss the budget as well as an action plan that is effective for
evaluating the strategies that will be used to overcome the challenges and sustain the business
in the upcoming period.

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Introduction
Mamas Kitchen was established in 1990 by a San Diego caregiver who enlisted volunteers to
assist in preparing and offering free meals to a few neighbors who were suffering from AIDS
and unable to get to the cooked food or grocery store. During a time, when little was
recognized concerning this vicious disease, a caring community cooperate and make sure that
those are suffering from this critical disease can be provided a chance and receive most basic
rights i.e. right to get nutritious food. It is stated that after that Mamas Kitchen has developed
into a service that offers three meals in a day as free of charge to other people across San
Diego who are fighting with cancer or HIV/AIDS and their dependent families. They have
constantly evolved and satisfied the needs of society. They have initiated with a food pantry
for low-income HIV positive residents and their mission is to enhance the lives of men,
women, and children and deliver a meal to those people suffering from cancer or another
serious sickness (Reyna, 2016).
Situational Analysis
It is stated that situational analysis determines an analysis of the company, market, consumer,
competitors, and opportunity.
Company analysis
Mamas Kitchen is a community-driven enterprise, which believes that every people have a
right to get the necessity of life i.e. nutritious food. They are delivering tremendous support
and offer a nutritious meal to the people suffering from cancer or AIDS who are too sick to
cook for themselves. They are striving to assist the people so that they can conserve their
dignity, stay healthy, and retain their families by delivering culturally and fee home-delivered
meals along with nutrition education. Their main vision is to envision a society where people
who are distressing from critical sickness are no longer exposed to hunger. There are around
800 volunteers to offer hope and heath to an estimated 1300 residents of San Diego. They
have 29 expected employees and generate $156K in revenue and profitability (Kouparitsas,
Prihardini and Beames, 2016).
Competitor analysis
The main competitors involving Lovelle Design, Columbia Cabinets, Century Cabinets &
Countertops for developing a substantial share of over 30 percent in the dairy industry. The

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competitors have been identified so that it generates value proposition, marketing strategy so
that they can maintain an appealing business and induce the investors. It is stated that Lovelle
Design creates more than $11.3M more profitability than Mamas kitchen. Lovelle Design
specializes in bathroom vanities, custom kitchen cabinets, and closet organizers and makes
sure that it generates satisfaction and comfort. Mamas’ kitchen is catering towards medial
nutrition, emergency food assistance, and nutrition education. They are also catering towards
maintaining an innovative strategy to attract the staff and comfortable atmosphere (Zhang and
Pan, 2015).
Consumer Analysis
It is stated that Mamas kitchen offers nutritional products to all age group of customers
involving children, men, and women affected by cancer or AIDS. They are capable to
provide nutrition education and pantry services to individuals who are HIV positive. Through
these services, they are capable to offer compassion, integrity, and hope to around 1,300
individuals. This will encourage Australian people, which assist in driving sales and
profitability. They have delivered 279,351 meals to 460 people under age group 60 affected
by cancer. They are also offering personal nutrition coaching to HIV+ people in order to meet
with a registered dietician to cook healthy meals and feel effective through nutrition
(Fetscherin and Heinrich, 2015).
Product and Market analysis
Mamas’ kitchen is a not-for-profit organization and committed to leading the way in
educating the government officials and the public to maintain support and generate awareness
for those people who are conscious of healthy as well as nutritional meals. They need to
make sure that clients should have an effective experience and deliver the breakfast menu at
all its chains. They can incorporate the strategy in initiating unique breakfast dishes as
homemade fries, hot chocolates, fresh fruit, and other beverages.
They are also offering unique service, which can enhance the health and well-being of
cancer-affected people. They are initiating the Children and Cancer Nutritional program and
eliminating the stress of preparing meals and concentrate on health and well-being. They are
also initiating the attractive programs as well as services so that they can satisfy the necessary
needs and preferences of the people (Jin, Liu, Ji and Liu, 2016).