Developing an Effective Integrated Marketing Communication Plan for Hello Fresh

Running head: MANAGEMENT
MANAGEMENT
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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.