Integrated Marketing Communication Plan for Hello Fresh

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INTEGRATED MARKETING
COMMUNICATION PLAN

Table of Contents
HELLO FRESH’S TARGET SEGMENT...................................................3
OBJECTIVES OF THE FIRM’S IMC STRATEGY .......................................3
HELLO FRESH’S IMC STRATEGY......................................................4
 Target Market Focus
 Major product focus
 Core values of brand
 Main communication strategy
 Media channels of the firm
 Advertising
 Competitive environment
 Budgeting and financial strategy
 Public relationship development
CREATIVE STRATEGY OF HELLO FRESH..........................................7
MEDIA STRATEGY FOR HELLO FRESH..........................................8
HELLO FRESH’S MEDIA SCHEDULE..........................................9
EVALUATION OF THE CAMPAIGN......................................................10
REFERENCES.................................................................................13
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HELLO FRESH’S TARGET SEGMENT-
The firm focuses on introducing organic foods for customers consuming vegan foods.
Company majorly targets people who re actually amid the age group of 30 to 50 years.
Through bringing its goods and services in very affordable price the firm targets middle-
income group and upper middle-income group. Hello fresh being a major player in this
sector provides services to almost all the households and thereby the geographic target
segment of the firm are mainly people residing in urban location with a aim to make the
transportation and delivery of goods easy and timely. When psychographic segment of
the firm is analyzed it can be said that Hello fresh targets people who generally prefer
home delivery services and opt for online services. A major target of the company for its
vegan food are of course people who are vegan in their food habits i.e. those who do not
consume animal or animal products and not even dairy products. Women are major target
segment for the firm’s new launch.
OBJECTIVE OF THE FIRM’S IMC STRATEGY-
Main objective of this firm’s IMC involves enhancement and growth of the firm’s brand
loyalty and brand awareness. Hello fresh believes that its brand loyalty is totally
dependent on the way it interacts with its consumers and on the solutions that are offered
by the firm to their user’s problems. Hello fresh through its IMC campaign tends to
improve its brand awareness through enhancing its communication means.
Hello Fresh through its IMC campaign targets to announce and bring to the market its
new range of Christmas foods for the year 2019. The firm believes that introduction of
new ranges of goods and services would help the firm attain better position in the market.
Some objectives of the firm are mentioned below:
a) To bring and retain IMC campaign for Christmas goods
b) To attain larger customer attention
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c) TO introduce some novel services and goods for vegan people with an aim to
ensure its sustainable position through market uniqueness.
d) To evaluate the entire business environment and to know those factors that would
help the firm attain a competitive advantage (Anabila, 2019)
HELLO FRESH’S IMC STRATEGY-
Hello fresh is a firm that delivers ingredients as well as prepared foods for cooking
several meals. The firm inculcates special recipes from food experts and has now decided
to do the same and serve the same for vegan customers (Brown, 2015). The firm for this
new product line has decided to undertake a proper IMC campaign and thus, below
mentioned is the firm’s IMC strategy
a) Target Market Focus- Firm focuses upon folks who carry a wish to cook and eat
healthy as well as nutritious foods but shortage of time stops them from doing so.
Major targets of the firm are:
 People who prefer vegan food
 People who actually have low or no substantial knowledge in the field of
professional cooking
 People who require simple recipes and ingredients
 People who believe that homemade food is healthier
 People in the age of 30 to 50 years
 People residing in urban locations
 Women are major target for the firm
b) Major Product Focus- Firm’s focus is on simple and vegan recipes, which can
be actually used by the vegan people who in fact never have had any major
experience in the field of cooking. Ingredients and materials which are expended
by Hello fresh company are attained from reliable as well as answerable suppliers
with a aim that buyers of the firm could enjoy actual taste of vegan and healthy
food (Clow and Baack, 2016).
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