Advertising Planning Report: Meal Kit Service in the UK Market

This report delves into the realm of advertising planning, specifically focusing on the introduction of a new delivery meal kit service within the UK market. It begins by identifying potential target markets through deep market research and segmentation, highlighting the importance of understanding customer preferences, particularly among women. The report then explores new product propositions, emphasizing how the meal kit service can differentiate itself through customer relationship management (CRM), loyalty advertising, and unique value offerings such as organic ingredients, diet products, and diverse food options. Furthermore, it examines brand identity design, underscoring the significance of brand loyalty advertisements in establishing a strong presence in the food retail sector. The report covers media channels, media vehicles, campaign timings, and placements, along with a comparative advertising strategy to gain market share. The report concludes that understanding the market structure and target audience is crucial for success and highlights the competitive landscape, emphasizing the need for effective strategies to attract customers. The report also focuses on how CRM and customer loyalty advertising supports company to differentiate from other rivals and helps to offers superior values to customers.

ADVERTISING PLANNING
REPORT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Identify potential target market...................................................................................................3
New product proposition which differentiates new delivery meal kit service for the target
market..........................................................................................................................................4
Brand identity design to appeal to the food retail sectors............................................................5
Advertising Planning...................................................................................................................6
Summary......................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Advertising planning is the process of develop effective activities which helps to
communicate in the target audience with lowest cost. It is very essential for business to adopt
advertising planning which helps to increase the efficiency of business to develop effective
communication channel in market and increase sales effectively. Advertising also helps top
promote the products and services of the business in the market and planning all the activities
reduces the risks. In this report there is a brief description on potential target market analysis,
new product develop process. In addition, this report also provides effective understanding about
all the media channel which is used to increase the advertising planning of delivery meal kit to
increase the awareness in the market effectively.
Identify potential target market
A consortium of major food retail businesses which is located in UK they used market
segmentation strategy to target their specific customers. There are various techniques which are
applied by companies to research potential customers. Techniques for identifying target market
which is described below:
Deep market research
Food retailer companies research in market to identify potential customers so that can
identify particular customer. Where companies gather information to customer about products
and their services in UK’s food market ((Chandradasa, 2018). By gathering overall feedbacks
analyses that women can become major source because they can spend more money for getting
better taste in foods. Even women require more variety in foods based on the situation. By the
deep research of UK’s market finds out that women’s are potential targeted market which is
suitable for new delivery meal kit services.
Target Market segmentation
Food retailer companies’ segments target market into different group on the basis of taste
and preference. By the market segmentation strategy easy to classified women as per their
requirements i.e. several women concern for their health so they prefer natural food channel.
While other women prefer raw food stuff and other customer believes in food variety along with
identical food from each brand.

To keep overall demands and preferences organizes delivery meal kit services for
targeted market which meets targeted customer objectives. The main purpose of delivery meal
kit service to target specific market so that another new food retailer doesn’t take place in UK’s
market (MATTA, MONTAGNA and OGUZ, 2019). Women’s are potential target market which
is targeted by food retailers because they can spend more money for getting good taste. In
addition, customer gets benefits to order variety of food stuffs from specific sites instead to order
from different sites. Even potential market doesn’t have any type of issues to pay high cost of
meal kit delivery which supports retail business to generate profit margin on food stuffs.
New product proposition which differentiates new delivery meal kit service for the
target market
New delivery kit services contain different types of products proposition which different
meal kit services from other and suitable for target market. There are several product
propositions such as:
Customer’s main problem
Targeted customer always concerns for their health in UK so they seek for natural food
channel which gives positive impact on their health. They avoid fatty and extra carbohydrate
food because that improves obesity in human body (Di Lascio, 2017). Apart from this, they want
large number of varieties in food stuff so they get multiple option to choose different type of
food. Customer finds identical offering from each brand because most of the food retailers are
famed for its specific foods. In addition, they expect to get overall food services through a single
channel rather than to go different food channels.
Benefits of product offering
Major food retailers who works in a team takes helps of customer relationship
management (CRM). The management supports companies to understand quality of products and
it’s services. CRM offers chat media in deliver meal kit service app where customers can share
their experience after taking meal kit services and their complaints related to food quality,
services etc. while CSR resolves their issues by communicating with media channel (Dablanc
and et.al., 2017). Even they help to improve quality of products and its services continuously.
Thus, CRM is not supporting to improve product and service quality but also builds good
relationship with target customers.
Values of products

Delivery meal kit services includes different type of food stuffs like party-sized food, raw
food stuffs, refrigerated food, hospitality food, packed food and home-made foods which makes
it more attracting for targeted customers. In addition, it includes organic, diet products, farm to
home table etc. are the major speciality of delivery meal kit services which makes it valuable.
The meal kit service contains wide variety foods to give value each type of customer. Such kind
service cannot offer by competitors because it is quite costly and sustainable as well as result
supports to gain competitive advantage.
Interconnection of product value with customer’s pain
Targeted customer concerns for their health due to high carbohydrate and oily food stuffs.
To overcome this issue included organic and diet ingredients which improves their health instead
of putting negative impact on their health. They require identical food from each brand which is
resolved by the delivery kit service. It encompasses large number of companies who offers its
identical food in the kit. In addition, customer doesn’t need to order different food from different
sites now they can directly order different food from specific sites. So, targeted audience will
prefer to buy meal kit service because it includes number of branded companies’ products.
Differentiation delivery kit services from others
CRM and customer loyalty advertising supports company to differentiate from other
rivals and helps to offers superior values to customers. CRM use digital advertising media which
helps to communicate with customer and builds good relationship with them by offering desired
products. While loyalty advertising helps food retailers to build loyalty of customers on brand.
The product proposition defines delivery meal kit services and its products which put
effective impression on the targeted customer and improves their purchasing behaviour. Delivery
meal kit service is properly designed to meet targeted customer needs and helps to gain
competitive advantage as well.
Brand identity design to appeal to the food retail sectors
To create brand organizes brand loyalty advertisement by Delivery Meal Kit services that
supports to target specific market and create unique product proposition from other competitors.
The brand loyalty advertisement helps to build branding image in the food retail market because
each customer wants to buy product from those sites which provides good quality product along
with wide variety services. By the program becomes easy to establish good brand positioning

between competitors. Delivery meal kit service encompasses different type of food services
along with natural ingredients which supports group of companies to keep power in UK’s food
market. Delivery meal kit service is organized by retailer to remove customers pains which they
face while ordering food. The main goal of the delivery meal kit services to target different type
of customers and in return generates high revenue. UK’s food retailers mostly target to younger
who looks for natural food channel due to health concern. So, premium food retailers like Blue
Apron, Snap Kitchen, Daily Harvest etc. who provides high quality ingredients along with
affordable price tags so that they can buy. Companies applies loyalty advertising for claiming
hundred percent guarantee which attracts targeted customers towards products and builds their
trust on food product services (Forbes and et.al., 2018). Loyalty advertising is not only
supporting build loyalty of target customers on products but also improves Consortium image.
Delivery meal kit services includes organic, veggie-centric, speciality diets and Farm-to-Table
home meal preparation. It is new theme which is organized in a team by large number of food
retailer where several food retailers include dietary ingredients while other includes spicy
ingredient which improves taste of food. They offer beverage facilities in deliver meal kit
services for expanding their food stuffs that differentiate delivery kit services form others. CRM
also put by companies for establishing customer’s trust on brand and improves quality of deliver
meal kit services.
Advertising Planning
There are many strategies which helps the business to increase its potential in market and
gain higher profitability. It is also very essential for business to determine all the factors to
formulate effective advertising planning for new delivery meal kits due to increase the problems
and lack of customer retention (Karray, Martín-Herrán and Sigué, 2017). It is very difficult for
business to understand all the factors and maintain the efficiency to increase the market share to
compete effectively.
Media Channel
Media channel are the types of communication median which business uses to increase
the communication in the local area and restrict the cost of advertising effectively. Business can
use social media platform which can help to provide cost efficiency in marketing and advertising
of products and services (de Espinosa, Papí-Gálvez and Bergaz-Portolés, 2019). This also

increases the marketing opportunity in different market in limited time. As internet is the fastest
medium of communication and also provides all the information about customer needs and wants
to produce effective products. This increase the satisfaction level of customers and make them
loyal to the company. This will help the brand to attract more customers and improve the
customer base effectively.
Media Vehicles
Media vehicle is the specific medium of communication which enables business to
provide information to their target audience to increase the performance of business in the
market effectively. This is also very essential for business to develop all the marketing strategies
which reduces the risk to provide information to customers (Jovanović, Vlastelica and Kostić,
2017). Digital publication is used to communicate with the customer in the market and provide
them information about the new delivery meal kit effectively. This also helps the company to
become more effective in attracting more customers. New delivery meal kit will use digital
media to increase the communication in the market and compete effectively with the existing
customers effectively.
Campaign Timings
Campaign timing is the process in the business analyses the interval of advertisement in
the market to increase the effectiveness in the market effectively. As there are many competitors
in the market for meal delivery services it is very ineffective for business to do short term
marketing as it will not impact the perceived value of customers to buy the products of new
company.
Placements
Placement is the process of determines the location in which the best target audience is
situated which helps top increase the efficiency of the marketing (Dewenter and Heimeshoff,
2017). New meal delivery services have adopted urban setting which has more per capita income
and does not have time to cook. This location will help the business organisation to maximise its
output and increase its sales effectively.
Strategy
Comparative advertising strategy will help the business to increase its productive and also
helps customers top increase the information about extra benefits which existing players are not
providing. This will also increase the efficiency of new meal delivery service business to gain

effective popularity in the market and achieve core competency in the market to increase profit
margins effectively. Company designed effective brand management strategies to increase the
premium of the food products and gain kore profit effectively. Company also developed effective
marketing teams to encourage population to order food and increase sales to compete in the
market effectively.
Summary
It is very essential for businesses in UK to understand the market structure and target
audience before investing in the business to gain higher growth and better profit margins
effectively (Parker, Ang and Koslow, 2018). New delivery meal kit service is also already
having its substitute in the market which increases its competition and opportunity to attract the
customer base of the competitor to the new meal kit services. The most effective methods to
communicate in the market is by providing high quality of food quality with lowest prices which
increases the attractiveness of customer towards the company. the company can also adopt
different digital marketing and print media to increase the awareness of new services in market
with additional benefits which helps to satisfy them effectively (Kwon and et.al., 2019). Due to
increase in the marketing and free sampling of the kits it creates large customer base rapidly and
with high quality it can also increase the brand value by mouth publicity in the market. As it is
also the most effectively and accurate marketing which influences their friends and family with
their trust effectively. The main target customer of this new meal delivery mean kit service
business can be corporate employees and workers in manufacturing who doesn’t have them to
cook and increase their efficiency in cooking and also utilise their extra time in some other
productive activities or rest to regain energy. as meal is the most important factors basic needs
for human being it is very essential for business to get the customer whose lifestyle is to eat
outside and those customers it high income level which also increases the potential the company
to increase sales effectively. There are many factors which also helps the new meal services
business in becoming effective by adopting corporate social responsibility activities to increase
brand value in the market effectively.

CONCLUSION
This report concludes that is very essential for business to develop advertising planning
by analysing the factors which also increased the value of products and services in the market
effectively. This report concludes that it was necessary for business organisation to evaluate all
the external factors including competitors which helped them to gain core competency in the
market effectively. Media channels and different campaign heed the business to deliver effective
information to target audience and increase the efficiency to position themselves in the market
and achieve its objectives effectively. This also helped to analysed all the factors to position the
new product in the market and gain higher popularity effectively

REFERENCES
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