Meal Kit Delivery Sales have Boomed Around the World During the Coronavirus Crisis - Management Assignment Help

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Project Topic

Meal kit delivery sales have boomed around the world during the coronavirus crisis because consumers are eating more meals at home and seeking the convenience of home delivery. Meal kit delivery companies help to solve consumer’s problems by regularly delivering a box of pre-packaged meals or raw ingredients that can be easily turned into a meal. In Australia, the leading food box delivery company is HelloFresh, which is headquartered in Germany. HelloFresh delivers a range of meal boxes to consumers on a weekly basis. Consumers choose between a classic, vegetarian or family box for three, four, or five meals a week. In Australia, HelloFresh has expanded rapidly, with company revenue expected to grow at an annualised 56.6% over the five years through December 2021, to total $855.3 million. In August 2020, HelloFresh Australia launched a lower-priced food box brand, EveryPlate, as part of its global multi-brand strategy, which is aimed at capturing new customers and appealing to lapsed HelloFresh customers. EveryPlate meals use fewer ingredients and require fewer steps to cook. The main HelloFresh competitor in Australia is Marley Spoon, which also owns the lowerpriced food box brand, Dinnerly. In June 2019, Woolworths invested $30 million in Marley Spoon. This investment is expected to allow a strategic focus on expansion for Marley Spoon including testing meal kits in stores. In addition, there are a number of other emerging competitors including Pepper Leaf, Dinner Twist, and Chef Good. Given the increasingly competitive market place, it is important for HelloFresh to maintain existing customers, reactivate lapsed customers, and reach new customers from underpenetrated consumer segments. Part of the driving strategy will be to grow the total addressable market through multi-brand marketing of HelloFresh and EveryPlate and helping consumers understand the unique product features of the brands. Project Objectives For the purposes of this assignment, you should consider yourself (and your group) to be a marketing consultancy firm. Your new client is HelloFresh. Considering the marketingrelated issues faced by HelloFresh, your objective in this project is to propose a marketing campaign that can help boost HelloFresh’s sales and increase their market share in the Australian food delivery industry. In order to do this, you will first work independently (by conducting consumer interviews, researching academic articles, identifying the marketing problems/opportunities) and then work as a group (by proposing creative solutions to the marketing problems/opportunities in the form of a marketing campaign).

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