BUS6850 Marketing Strategy-Excessive Packaging

BUS6850 Marketing Strategy-Excessive Packaging

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BUS6850 Marketing Strategy

Task:

1)Perception of High Price per Meal (PPM): Consumers believe, often incorrectly, that the price/meal is higher from a meal kit than if ingredients. were purchased separately, individually.

2)Perception of Excessive Packaging:  Consumers believe, often incorrectly, that the amount of packaging required for meal kits is greater than if ingredients were purchased separately, individually.

3)Lack of Differentiation Within Category: Consumers are challenged to understand or perceive any real differences between the competitors in the category, and are therefore less loyal to any give brand, creating high levels of competitiveness (typically with price or promotions) within the category. 

HF attempted to differentiate themselves  in  the  Canadian market by:

1)Being especially Vegan, Vegetarian friendly.

     

2)Offering wide-spread distribution (place) to non-urban Canadian geographies and urban cities alike (if you live in a smaller town or rural environment, HelloFresh is often the only option, if there are any at all)

3)Sourcing local and using Canadian-grown, Canadian-farmed foods in their Canadian meal kits.

4)Having beginner-friendly, easy-to-understand, simple recipes. 

5)Offering reusable, recyclable, CO2-considerate packaging 

Pricing wars and heavy pricing promotions have put downward pressure on consumer loyalty and increased attention paid to PPM on the part of consumers–factors that in turn increase the cost of consumer acquisition, and decreases consumer retention to HF, significantly.

The Executive Marketing Team at HelloFresh Canada has hired you to help them with their goal of Gaining market share (and sustained, differentiated leadership) in Canada.

Put together a complete strategic 1-year marketing plan for HF Canada to help them increase their market share through significant differentiation amidst rigid competition and ongoing new entrants in category.

BUS6850 Marketing Strategy

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