Integrated Marketing Communication Plan for HelloFresh - VU

This report presents an integrated marketing communication (IMC) plan for HelloFresh, a company specializing in delivering ingredients and prepared meals. The report focuses on a new product line targeting vegan customers, particularly a Christmas menu. It outlines the firm's target segment (vegan individuals aged 30-50 in urban locations), objectives (brand loyalty, awareness, and introducing the Christmas menu), and IMC strategy. The strategy includes a focus on healthy, nutritious vegan recipes, and a multi-channel approach utilizing social media (Instagram, Facebook, YouTube), advertising (magazines, internet, television, posters, and pamphlets), and public relations. The creative strategy emphasizes inspiring stories, educating the public about the new product line, and showcasing the lifestyle benefits of vegan food. The media strategy involves enhancing customer responsiveness through social media and utilizing Google attribution to analyze consumer behavior. The report also includes a budgeting and financial strategy, a media schedule, and evaluation metrics to measure the campaign's effectiveness. Finally, the report discusses the competitive environment, considering rivals like Blue Apron and Sun Basket and highlights the value proposition of HelloFresh's vegan offerings.

Name:
Student’s ID:
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
2

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
3

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).
4

c) Core Values of the brand- Core values of this brand is linked to delivery of
greatest quality vegan food people who avoid non-veg and dairy goods and also
are incapable of cooking tasty vegan foods and lack recipes for the same. Best
part of this firm’s foods is that it is full of nutrition and healthy affects.
d) Main communication strategy - customers become additionally demanding and
start believing in attaining things they require, on proper time and also of greatest
quality. This desire of vegan people in the city is going to be fulfilled by the firm
through discovering good and tasty food recipes and delivering them on time and
with full quality involved (Etzel, Walker and Stanton, 2016). The firm must
communicate messages, which depict practical and numerous usages of the goods
of Hello Fresh. Objective of this communication strategy
 To tilt the firm’s image from just being a firm supplying healthier food to
a firm supplying foods from experts kitchen for almost all the segments of
the society
 To attract more and more vegan customers
 To convey people about the introduction of new product range especially
for Christmas targeted to vegan people
 To modify the behavior of customers who eat healthy and vegan food but
are unaware of good vegan recipes that are healthy and nutritious also
(Fogg, 2018)
e) Media channels of the firm- involvement of social media have changed the
trend of businesses and has taken firms to next level. Hello fresh is under a need
develop a good of strategy for social media channels. The firm must use its
website to advertise its new products and services. Also the firm through its app
can convey its new message to existing customers. Even Hello fresh being into
food industry can use the idea of word of mouth marketing through building a
social platform where people can share their reviews about the goods and services
of the firm thereby encouraging two way communication and also making people
feel more reliable towards firm’s goods. Instagram, Facebook and Youtube can be
good platforms for the firm to promote itself and its new product line (Gasovic,
2016).
5

f) Advertising- with an aim to accomplish its objectives; firm can utilize the idea of
ads. Since the product is targeted to urban locality, Hello fresh can advertise
through magazines and Internet. Also television can be a good medium to make
people aware about the new launch of the firm. This firm can also use big posters
within the city an also on public transportation vehicles. In Australia vast majority
of people especially students use public transport to move from one place to other.
Large as well as striking posters could be placed at major stations within the city.
Also the firm could distribute pamphlets to offices and their staffs in order to
attain better customers. Also because the firm is introducing the on occasion of
Christmas, celebrity endorsement can be a very good idea (Gasovic, 2016)
g) Competitive environment- the firm in this enhancing competition in the market
is capable of attaining better opportunities. This was the reason that Hello fresh
opted to bring food segment targeted towards vegans. Blue Apron and Sun basket
who are major rivals of Hello fresh are yet not targeting vegan segment
specifically and this brings in a gap which is being fulfilled by Hello fresh (Grein
and Gould, 2016).
h) Budgeting and Financial strategy- Firm has augmented its costs of marketing
costs which specifies that it views a requirement in promoting its services via
several sources of data and information. Firm’s budget is to be created in a way
that it meets the requirements of market plus the desires of firm and to attain
higher outcomes in expending the financial budget the firm needs to allocate costs
upon communications with buyers both direct as well as indirect. The firm can
use some percentage of sales upon several marketing campaigns. Allocation of
budget can be as follows:
Posters $35000 because of large size
Internet $12000 because of very wide reach
Magazines $8000 for printing
Source: (Gurău, 2016)
i) Public relationship development- other considerable tool for promotion which
can be utilized by Hello fresh can be development of public relation. Firm can
6

control its launch function by linking the firm’s operations with the community
and environment. The constant customers of the firm could sponsor the firm’s
activities as well as its special events. This would build the firm’s positive image
in customer’s minds that in return would support in fruitful launch of the newer
products of the firm (Hartley and Pickton, 2015).
CREATIVE STRATEGY OF HELLO FRESH
a) Announce: this food launch of the firm can take a very creative form beyond
mere press release or online launch. Contest of several chefs expert in vegan
foods, videos related to vegan foods and special recipes for Christmas,
demonstrations of foods and their recipes, and also partnerships on social
platforms could help the firm generate immediate attention thereby resulting in
opening of a relationship channel, create earlier demand as well as deliver
personalized value to people (Gurău, 2016).
b) Inspiring story of the firm: The firm’s content vision must involve “Why” and
“what”. The firm needs to answer what actually provoked it to introduce the
vegan food and also Christmas food and that why must people buy its products
and not products from rival brands. The real challenge of hunting for a good
quality food and expert recipe, involving professional recipes, uniqueness of the
food, willingness to spread health and nutrition in a the city etc has to be
conveyed by the firm. Videos can definitely help the firm in sharing all the
information (Hartley and Pickton, 2015).
c) Educate people and make them aware about this specific product line-
awareness and education about the newness within the firm and the company’s
concern towards vegan segment as well as their offerings on the eve of Christmas
can drive pertinent discoverability via organic segment for vegan customers that
the firm is intending to launch. The firm should build a proper information hub all
around the city and its major locations. It’s can be an umbrella of the
development & research taking place in the firm and would helps it deliver
credibility in the novel sectors like emerging trend of vegans and awareness about
7

nutrition and health for which the firm is launching a new product line (Lane
Keller, 2016).
d) Lifestyle, nutrition and food- when fitness and health is mentioned, especially
diet, good looks and glowing skin healthy food and good nutrition is an apparent
go-to and the firm is offering something or other for every segment of
people. People can be ultimately happy to see that their favorite food can be made
in healthier manner and that too with expert chef’s recipes (Mudzanani, 2015).
e) Why, how and whom: Not just the “why,” rather how the firm is making these
products, their ingredients, from where are they attained, and also to whom is the
product targeted will be depicted in the firm’s ads and videos. Hello fresh must
here focus on nutrition, food as well as health and sustainability (S. Sipho, 2016).
MEDIA STRATEGY FOR HELLO FRESH
The firm understands that it needs to enhance its responsiveness as well as
understanding towards its customers and also this has to be depicted to the customers.
The firm’s social media strategy can help the firm in improving services and products
and also attain feedback from buyers, thereby enhancing their goods. Being a major
player in the industry the firm will recognize trends in the sector and take required steps
to fill the gap (Alexis, 2017).
For instance, some years back this firm was capable of implementing the approach
named “mobile first” very quickly. With the help of Google attribution the firm would
read and understand what people are watching, who is viewing what, what is being
more viewed or searched and that what can be a point for the firm to hit on. The firm
can analyze marketing communications throughout the shopper’s journey on the basis of
attribution which is data oriented. Contrasting the last-click, this data-oriented attribution
will utilize machine learning for determining the extent to which every single step right
from the first to the last is important for conversion of probable customers to a consumer.
This would change the way people think and consider the firm and would even enhance
the firm’s brand image (Bradley, 2013).
8

The firm through Google attribution would enable cross-channel as well as cross-device
capture of buyer’s journey thereby making more reliable and understandable ads for
them. All the channels starting from banner advertisement to website ads to price search
engines and also online videos, should be considered by Hello fresh while marketing this
new segment. The firm has a background of investing a lot on influencer marketing. It is
a main part of the firm’s strategy for lead generation. It enable the firm to reach to a
variety of diverse influencers of high-profile for building content upon their styles,
through their pain points (Chaffey, 2018).
Additionally the firm can supply promo codes to the influencers, and might ask them
to share their branded hash tags like as #hellofreshpics, #freshfriends, #hellofreshzone
etc, and motivate users of Instagram to do the same (Henry, 2016).
HELLO FRESH’S MEDIA SCHEDULE
This firm regularly undertakes online marketing campaigns within all its major markets.
It involves banners, test messages, posters and ads on websites for conveying the
messages as well as attracting new customers. Marketing team must analyze customer’s
click behavior on the firm’s website for identifying opportunities towards improving
conversion rates.
Hello fresh’s marketing team can analyze data in Excel. This data they attained from
Google Analytics as well as several MySQL databases for production. Because the firm
has a very agile marketing team, the firm must download the data constantly, they need to
be aggregated and evaluated to yield the results. The firm must record daily production of
weekly and daily performance reports (Hooley, 2017).
Anno
unce
Subject Content Media
contacts
Deadline Owner Cost
9

date
15th
Nove
mber
2019
Marketing and
selling of new
vegan product
being launched
on the eve of
Christmas
It will be a
website
release
and also a
press
release
The
informatio
n will be
published
on firms
website so
the IT
team will
be
contacted
The team
must be
ready for
the launch
by 10th of
November
2019 in
order to
avoid any
chaos
The entire
marketing
and
advertisemen
t team will
be
responsible
for the
campaign
$50000
for the
entire
launch
program
and
marketi
ng as
well
EVALUATION OF THE CAMPAIGN
Evaluating this plan is not an easy task as frequently communicating effects are tough to
measure. Sometime they might not have direct affect upon sales or even profits; also the
effects might get overdue. But, the objectives set are vital grounds to measure the success
of the campaign
Hello fresh seems to get clutch on the secret towards success in such competitive U.S
market scenario and meal kit sector. Since the time when the rival firm Blue Apron has
weakened because of its IPO, shares of Hello Fresh are up as well as sales are also
enhancing. Hello fresh as offers veg meals at lower cost and also do not include animal
proteins is famous amongst the customers. As per hello fresh the new target market will
be a customer amid age range of 30 to 50 years and also amongst them 80% target for the
firm are women (Mandal, 2017).
Major aim of firm’s marketing campaigns is to show suitability of product for busy
individuals who actually care for their nutrition and health. As the firm likes to reach
10

wider customers and raise their brand awareness the firm can aim for personal and
authentic collaborations as well.
This campaign seems to be providing influencers an exclusive promo code for
delivering superior discounts to the followers as well as enhancement of sales of the
vegan meal kits. But, distributing gifts like aprons, a special signature dish by an
expert chef might deliver an extra touch and might convince more buyers to get these
products (Pallister, 2015).
This IMC plan seems to be effective for the firm’s new launch as its positive effects
are noticeable from now onwards. This plan would help the firm attain better
customers and also would convert consumers of rival brands to consumers of Hello
fresh. The contacts that will be developed through the firm’s website and also past
buyers and they would help the firm’s growth strategy (Panayides, 2017).
Collection of this data and information would help the brand decide whether it is
actually worth participating in this campaign again in future or not. By talking with
consumers about the ads of the firm and its products and how these goods solved their
issues, the firm can attain success at endorsing its boxes for vegan meals as well.
The firm’s partnership with any grocer in U.S. or any major retailer would help the firm
to attain better market share and develop its market throughout the city. While Hello
fresh is resulting well now with its existing goods, there exists no concern regarding how
much share in the market hello fresh might ultimately poach while its vegan-kit of meals
hits it pace or whether these grocery stores would become significant players or not.
Though many of rivals already deliver food kits, Hello fresh still can attain benefit from
name recognition as well as recognized customer base that firm’s IMC strategy will bring
in (Peter and Olson, 2016).
In spite of several challenges in the industry, demand for meal kit and especially vegan
meal kit is actually waning and the sector is yet expected to grow thereby giving the firm
11

more opportunities. This IMC campaign seem to be satisfactory as it assumes that it will
be easy to enter this vegan segment because it has not been targeted yet by any of the
rivals. The manager after launch of the campaign can aim to evaluate real performance of
the campaign through surveys and also through sales figures (Slater, Hult and Olson,
2015).
This IMC plan seems to be good as it emphasizes less on paper work and more on online
and technological ads, which would make people feel Hellofresh as a environmental
friendly firm fulfilling all its social responsibilities as well. As the plan tends to interact
easily with the customers spread of the firm’s new initiative would be easier as well.
Advertisements including direct-responses which would involve a phone number and a
website link for giving feedback, and also a toll free number would provide a room for
two way communication thereby making the attainment of feedbacks easier for Hello
fresh. This IMC plan offers direction for building as well as delivering a proper brand
message, and thereby stipulates newfangled opportunities for the firm to build an added
advantage for their buyers as well as guarantees that these messages that are delivered to
the consumers could be well monitored on each step (Phillips and Hallman, 2013).
References
12