Developing an Effective Integrated Marketing Communication Plan for Hello Fresh

This study focuses on developing an effective integrated marketing communication plan for Hello Fresh, a leading fresh food provider. The plan aims to introduce organic products for the new target segment and develop a Christmas menu for 2019.

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Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................3
Background of the company............................................................................................................3
Aim and objectives of the campaign...............................................................................................4
Target Customers.............................................................................................................................4
Competitors’ analysis......................................................................................................................5
Positioning Map...............................................................................................................................6
Communication................................................................................................................................6
SWOT analysis................................................................................................................................7
Conclusion.......................................................................................................................................8
Reference list and bibliography.......................................................................................................9

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Introduction
Integrated marketing communication is being considered as the integrated method that plays a
crucial role for promoting brand in the market (Luxton, Reid and Mavondo 2019). In the
integrated marketing communication process, all aspects of marketing communications are being
identified. The purpose of this study is to develop an effective integrated marketing
communication plan Hello Fresh, which is a leading fresh food providing company. In this
campaign the company is going to introduce organic products for the new target segment. A
separate menu is going to be launched by the company for vegan customers. The study has shed
light on developing an effective plan for introducing the Christmas menu for 2019. In the
communication plan, objectives of the company have been highlighted.
Background of the company
In the year 2011, the company was founded by Jessica Nilsson, Dominik Richter and Thomas
Griesel in Berlin (Ir.hellofreshgroup.com 2019). Hello Fresh is leading fresh food provider at
home in the global market. The company aims to provide every households the wholesome
experience. The standard quality of services as well as delicious meals are being provided by the
company. In order to maintain the standardized supply chain in the company, huge data driven
technology platforms have been put in the prime position so that the leverage subscribers touch
points can be developed. In order to improve the standard customer experiences the company has
focused on managing new ways for changing the traditional supply chain process.

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Aim and objectives of the campaign
The IMC campaign aims to introduce new Christmas Food products for 2019, in the market. By
introducing different types of products in the existing segment the company aims to ensure its
sustainable position in the market.
 To develop a Christmaas IMC campaign for grabbing large numbers of customer
attention
 To introduce new products and services for vegan customers, so that market uniqueness
can help to ensure the sustainable position in the market
 To analyze the business environments and those impacts on gaining the competitive
advantage in the market
Target Customers
The marketing campaign will focus on introducing organic foods for vegan customers. Due to
changing consumption trends people have become highly conscious about their food habits. In
order to avoid the health issues, large numbers of people have converted into vegan group. In
that case, increasing demand for vegan food, has influenced the company towards introducing a
different vegan food section so that its potential customer segment can be enhanced (Dolnicar
and Leisch 2017). In order to expand the customer base, diversified targeting strategy can be
adopted by the company. Depending on the demographic segment, the company mainly targets
the people who are in between the age group of 30 to 50 years. By introducing its products in the
reasonable prices the company aims to target the middle class and upper middle class people.
Hello fresh provides its services to the households, in that case, from the geographic segment,
mainly the urban areas are being targeted by the company so that the transportation facility can
help to deliver its services on time. On the other hand, analyzing the psychographic segment, it

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can be said that people who mostly prefer the online home delivery services, are being targeted
by the company. On the other hand, specifically the vegan customers will be targeted through the
campaign.
Competitors’ analysis
Analyzing the meal kit delivery service providing organizations in the market, it has been
identified that Sun Basket, and Blue Apron are the major competitors of Hello Fresh. Sun basket
is an organic product delivering company, which has gained its popularity in the global market
by introducing hormone free meats and seafood. By maintaining its standardized delivery
services, the company developed its large customer base. In order to maintain its quality
standard, the company serves 500 to 800 calories in every services (Sunbasket.com 2019). On
the other hand, Blue Apron is another emerging organization in meal delivery sector, which has
made the cooking process much easier for the people. Delivering the fresh ingredients as well as
sharing the Chef designed recipes the company has developed its strong image on the market. In
order to introduce new menu the company has added mixed products as well as chef customized
dishes for maintaining its uniqueness in the market (Blueapron.com 2019). Balanced
Mediterranean meals and one pan dinners have helped the company to maintain its uniqueness in
the market. Another competitor of Hell Fresh is Green Chef. The company has become one of
the favorite kitchen kit providing companies in the globe. Hello fresh has acquired the company
for expanding its business in the global market.
Analyzing the position and services provided by the competitors of hello fresh, it can be said that
introducing the vegan food section, the company can be able to easily grab the attention of the
customers. By introducing a separate vegan food menu list with the existing menu, it can be
beneficial for the company to expand its customer base.

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High brand reputation
Low Brad reputation
Small customer base Large customer base
Hello fresh
Blue Apron Sun Basket
Positioning Map
Figure: Positioning Map
(Created by author)
In the above diagram, Blue Apron, Hello Fresh and Sun Basket have been placed in high brand
reputation and large customer base segment. In that case, in the meal servicing industry, Hello
fresh can face threats from Blue Apron and Sun Basket.
Communication
Analyzing the marketing communication initiatives adopted by the company, it has been
identified that both the online and offline marketing strategies are being followed by the
company (Blakeman 2018). Based on the current marketing initiatives adopted by Hello Fresh, it
has been identified that adding strong content and designing the company webpage attractively
the company has developed its marketing plan. Sharing the company related information in the
webpage and delivery instructions, the marketing team has tried to reach with the customers

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effectively. Following the emerging marketing trends, social media has played an important role
in case of driving the customers’ attention. In that case, introducing the marketing campaign for
Christmas, the company can introduce search engine optimization process so that it can be easily
viewed by the customers. As the company has divided to launch a separate menu section for the
vegan customers in coming Christmas, in that case, celebrity endorsement can be beneficial for
the company. On the other hand, social media marketing through Facebook, twitter and
Instagram can play an effective role for ensuring the strong customer base in the market (Fill and
Turnbull 2016).
SWOT analysis
Strength Weakness
 The company has developed strong
brand reputation
 Standard quality of products and
efficiency in delivery service have
made the company popular in the
global market
 Effective use of technologies have
made the company operational process
standard.
 Improper cooperation among the
employees is important weakness for
the company.
 Increasing numbers of competitors in
the market has made the delivery
process highly challenging.
Opportunity Threat
 In the emerging meal delivery
industry, various opportunities have
 Increasing food taxation policies and
food standard regarding regulations

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been introduced in the market.
 With increasing numbers of
customers, availability of staffs in this
sector have been increased.
have become one of the important
concerns for the company.
(Created by author)
Conclusion
In this study, it can be concluded that in the emerging competitive business environment,
sustaining with the increasing profitability rate, not only the effective marketing practices but
also introducing uniqueness is also very important. Analyzing the position of the competitors of
Hello fresh, it can be said that introducing Vegan food items in Christmas menu, it can be
beneficial for the company to expand its customer base. It is also true that this strategy can also
play an effective role for ensuring the sustainable position for Hello fresh in the market.

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Reference list and bibliography
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Blueapron.com 2019. retrieved from: https://www.blueapron.com/ [Accessed on 6th May, 2019]
Dolnicar, S. and Leisch, F., 2017. Using segment level stability to select target segments in data-
driven market segmentation studies. Marketing Letters, 28(3), pp.423-436.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Ir.hellofreshgroup.com 2019. retrieved from:
http://ir.hellofreshgroup.com/websites/hellofresh/English/100/about-hellofresh.html [Accessed
on 6th May, 2019]
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Saenko, N.R., Sozinova, A.A., Karabulatova, I.S., Akhmetov, I.V., Mamatelashvili, O.V. and
Pismennaya, E.E., 2016. Research in action integrated marketing communications as the
elements of information and virtualization market relations. International Review of
management and marketing, 6(1S), pp.267-272.
Sunbasket.com 2019. retrieved from: https://sunbasket.com/ [Accessed on 6th May, 2019]

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Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring
the integration of social media within integrated marketing communication frameworks:
Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), pp.19-40.