Hello Fresh Case Study

Focal Product

For this paper, the focal service that I will use is Hello Fresh. It is a food delivery service that provides homes with fresh ingredients and great recipes each week. Professional chefs and nutritionists usually prepare the recipes and the ingredients. Hello Fresh concentrates on providing its services to two people or four people. Hello Fresh is especially great for those families with novice home cooks or those with picky eaters.

Corporate/organizational level marketing strategy

The company, despite being launched in Europe now operates in a total of nine countries with uni9ted states among those countries. The company is usually very fanatical when it comes to considering the feedback from its customers, and they are usually keen at adjusting their services and offerings accordingly. The company strategy is market expansion. Through delivering recipes and great ingredients, the company manages to attract new customers (Lytle, Richard, and John, 142). The company emphasizes in the fresh and seasoned ingredients that ensures its customers have a wide range of satisfactory options to choose from. Such services attract the attention of new customers especially those that are willing to live a healthy lifestyle by cooking their foods.

Brand-level marketing strategy for the product or service of interest

Having been started in Europe, the company has managed to expand through nine countries. It has to expand in other countries to the extent of managing to penetrate the United States market. The company’s branding strategy is the attitude branding. The company concentrates on providing a different kind of experience and feeling to its customers that inspires loyalty. They provide free deliveries to their customers, and they also provide options whereby their customers can renew their weekly subscriptions.

Key brand elements and branding strategy

Apart from the free delivery that the company offers, they also provide a step by step instructions on how to use their products. Their meals are very delicious, and the feedback from their customers suggest that their services are more filling that what they expect of them (Keller, Kevin, and Donald, 744). They have recipes that are usually easy to follow and an accurate timing of each of the instructions. They also have a very broad delivery zone, and all of such ensures that Hello Fresh provides a feeling that inspires their customers into continuing to use their products.

Segmentation strategy and primary target segments

Like many food delivery companies, Hello Fresh uses psychographic and demographic segmentation strategies. The delivery companies appeal to people of a certain income and in particular people of a higher income. Their packages target either two people or four people. The psychographic strategy is used whereby they assume that their customers are eating either as a couple or as four people.

Recommendation

Despite managing to penetrate the highly competitive United States market, the company still has a lot of room for improvement. The company can extend its demographic strategy. Instead of limiting its services to either a couple or four people, the company can expand to ensure that their customers choose the number of people who are going to use their services. That way, they can be able to improve their profits. Also, the company can remove the restrictions of serving a minimum of two people, at times, the customer may want to enjoy the meal as a single person, and as things stand, they have to prepare a package of two people.