Hello Fresh: Integrated Marketing Communication Plan

This report presents an integrated marketing communication (IMC) plan for Hello Fresh, focusing on a Christmas campaign and the introduction of a vegan menu. It begins with an introduction to IMC and Hello Fresh, including its background and aims, such as attracting customers and introducing new products. The plan includes an analysis of target customers, competitors like Sun Basket and Blue Apron, and a positioning map. A SWOT analysis highlights Hello Fresh's strengths, such as brand reputation, and weaknesses, like employee cooperation. Opportunities in the meal delivery industry are also discussed. The report concludes that introducing vegan food items in the Christmas menu can expand the customer base and ensure Hello Fresh's sustainable market position. References to relevant marketing literature support the analysis. The assignment assumes the role of an IMC Manager, developing a Christmas campaign for the new Christmas menu of 2019.

Integrated
marketing
Communication
In
Hello fresh

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.

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.

Aim and objectives of the campaign
• 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
• Demographic
• Psychographic
• Geographic

Competitors analysis
• Sun Basket
• Blue Apron

Continue..
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.

Positioning Map
High brand reputation
Low Brad reputation
Small customer base Large customer base
Hello fresh
Blue Apron Sun Basket

Communication
• Social media
• Web page
• Offline

SWOT analysis
Strength
• 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.

Weakness
• 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
Opportunities
• In the emerging meal delivery industry, various opportunities have
been introduced in the market.
• With increasing numbers of customers, availability of staffs in this
sector have been increased.

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.

Reference list
• 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]
• 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.
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