An Integrated Marketing Communication Plan for Hello Fresh
Hello Fresh is a company oriented at the delivery of ingredients for cooking various meals using special recipes prepared by food experts and offered by Hello Fresh. The speed of life and the number of various events that take place in life of a person determine the lack of time that can be used in order to diversify recipes used to prepare meals.
Target Market Focus
The company is focused on people who have a desire to cook healthy and nutritious meals while the lack of time does not allow them doing it. People who have no significant knowledge in professional cooking and need simply recipes with ingredients that are not hard to prepare can be identified as the target audience for the company. People who believe that homemade food is healthier determine the target market focus for Hello Fresh.
Key Product Focus
The company is focused on simple recipes that can be used by people who do not have significant experience in cooking. Ingredients that are used by the company come from trustworthy and responsible suppliers so that customers of Hello Fresh can enjoy the real taste of healthy food.
Core Brand Values
The core brand values are connected to the delivery of the highest quality food to people who search for simple ways of cooking (Finne and Gronroos 445). Feeding the world with nutritious meals and a diverse product range is included in the values of Hello Fresh.
IMC Objectives
IMC objectives for Hello Fresh include the improvement of brand loyalty and brand awareness. Brand loyalty depends on the way the company interacts with its customers and what kind of solutions it might offer in various occasions. Brand awareness can be improved by means of communicating with customer through various sources of delivering the necessary information.
Key Communication Messages
People become more demanding and believe in getting anything they want on time and of the highest quality. Such a desire should be satisfied by Hello Fresh by means of decreasing time a person has to spend on going to groceries and finding a suitable recipe. Such messages that show practical usage of Hello Fresh should be communicated by the company.
Key Media Channels for Communication
The development of the usage of social media channels indicates a necessity to use these channels in order to promote products and services of Hello Fresh. In order to deliver the core messages and to increase brand awareness, the company should use Facebook, Instagram and YouTube.
Competitive Environment
Increasing competition in the market determines additional opportunities for a company to develop the business and reach a wider audience so that more people get a chance to eat healthy food that is self-made and contains ingredients that are not difficult to prepare (Kitchen and Proctor 34).
Financial Report and Budgeting
The company has increased its marketing costs …
