BACKGROUND RESEARCH: PLEASE REFER TO THIS
BACKGROUND RESEARCH: PLEASE REFER TO THIS
Definition of industry, market and target audience
Excellent delineation of industry and market to be covered in your Brand Audit. Outstanding industry and market overview, that clearly shows industry and product market growth, trends and sizeDescribe Industry + marketSize,
growth
trends
Where hellofresh stands in this
The Australian online grocery sales industry
$9.1 billion in revenue in 2023
From 2018-2023, industry has seen a +25% CAGR (IBISWorld)
Launched in early 1990s with GreenGrocer.com.au and Shopfast, since acquired by Australian supermarket giants Woolworths and Coles respectively. Has not experienced the same level of growth as the UK, which saw 10% of . Growth was slow: Barriers inhibiting the growth of the industry: Australians saw no added benefits of shopping online, and saw
Meal-kit delivery services entail a pre-portioned box of fresh ingredients and recipes, that are shipped to their customers usually via a subscription.
The meal-kit delivery service first entered the Australian market with the launch of HelloFresh in 2012. Since then, the Australian meal-kit delivery service market has seen significant growth, where it is projected to reach a revenue of AU $1.6bn in 2023.
The Meal Kit Delivery market in Australia is projected to reach a revenue of AU US$1.00bn in 2023.(Statista)
The number of users in the Meal Kit Delivery market is also expected to grow, reaching 1.8m users by 2027. (statista)
The meal kit delivery market in Australia is experiencing a surge in demand, as consumers seek convenient and time-saving solutions for home-cooked meals. (statista)
Meal kits appeal to time poor, environmentally conscious young professionals (IBISWorld)
Meal kit companies are popular with consumers who want to cook gourmet meals at home, but lack time for grocery meals at home, but lack time for grocery shopping. These companies also advertise they are low on food waste due to their portioning. (IBISWorld)
References:
IBISWorld https://my-ibisworld-com.ezproxy.library.sydney.edu.au/au/en/industry-specialized/od5527/performanceStatista
https://www.statista.com/outlook/dmo/online-food-delivery/grocery-delivery/meal-kit-delivery/australiaTrends:
popularity of meal kits have waned as subscription services are perceived to be financially unsustainable amidst the rise of cost of living. (IBISWorld)
The lockdowns and social distancing mandates of covid-19 saw the seismic consumer shift towards purchasing groceries online and the rise in cooking at home. This saw the increase in demand and value of meal-kit delivery services. Since the pandemic, the
Growth in demand, reflecting the recent trend of consumers looking for more convenient and time-efficient alternativespopularity of meal kits have waned since the pandemic, as subscription services are perceived to be financially unsustainable amidst the rise of cost of living. (IBISWorld)
Hellofresh 2020 increase of 107% in active customers worldwide
Covid-19
Market segmentation
market size in 2022
The Australian meal-kit delivery service industry emerged with the introduction of HelloFresh in 2012.
HelloFresh within the Australian meal-kit delivery service industry
Australian meal-kit delivery service industry.
The lockdowns and social distancing mandates of covid-19 saw the seismic consumer shift towards purchasing groceries online and the rise in cooking at home. This saw the increase in demand and value of meal-kit delivery services. Since the pandemic, the
Seismic consumer shift to purchasing groceries and
Growth in demand, reflecting the recent trend of consumers looking for more convenient and time-efficient alternativesHellofresh 2020 increase of 107% in active customers worldwide
Expected to
The recent growth of the global meal kit industry can be ascribed to
Growth in demand, reflecting the recent trend of consumers looking for more convenient and time-efficient alternatives.
The meal kit industry also experience magnificent growth during the COVID-19 pandemic, as convenient and time-efficient delivery service [was incredibly helpful]
Trends -Recent increase in wellbeing, health and
market - geography and scope
The target audience of meal kit delivery services include [young adults from lower-income households], as they cater to the unique needs of these demogtaphics who demand convenient and efficient meals that align with their busy lives and limited budgets.
Since the pandemic, the growth of the meal kit industry has subsided, projected for an estimated [ ]
Working, busy professionals
Australian market
The meal kit market is targets younger demographics
The target market of HelloFresh
Time poor
Working parents, young families
Health conscious
Emerging trend
Dietary requirements
Money conscious
Cheaper alternative
Although not significantly cheaper than grocery shopper
Students
Partnership with UniDays 40% off your first box + 10% discount idsounct on every box thereafter
Brief introduction of HelloFresh : HelloFresh is the leading meal-kit delivery service globally. Established in 2011 in Germany, HelloFresh
Founded in 2011, HelloFresh is a leading meal-kit delivery service that operates on a global scale, currently across 18 countries. As an early player in the meal-kit industry, HelloFresh
Meal-kit market Primary vertical
8.1m active customers in Q1 2023
ii. Brand inventory
Your brand inventory can cover the following:
Evaluating the brand mantra.
Providing a visual display and a critique of the brand hierarchy.
Evaluating the brand personality.
Identification and evaluation of the brand elements and their contribution to the brand identity.
Evaluation of current frame of reference (FOR).
Evaluation of points-of-parity (POPs) and point-of-differences (PODs) to gain an understanding of customers current perceptions of the brand.
Evaluation of current brand positioning strategy.
Outstanding evaluation of brand hierarchy, all critical brand elements and marketing programs, competitors, brand personality and brand positioning. Your evaluation demonstrates excellent ability to evaluate continuity of the brand elements and effectiveness of the marketing program and positioning strategy.
Mis
HelloFresh
HelloFreshs brand mantra
Brand hierarchy
The corporate brand that HelloFresh operates under is the HelloFresh Group . The individual brands under the HelloFresh Group include the four meal-kit brands: HelloFresh, Green Chef, Every Plate, and Chefs Plate, and the two ready-to-heat brands: Factor75 and Youfoodz.
House of brands
Principle of growth, investing in market penetration
GreenChef operates in the USA, United Kingdom and Netherlands.
EveryPlate operates in the USA and Australia.
ChefsPlate operates in Canada.
HelloFresh acquired
Family brand every plate and chefs plate
Competition
Maximising their coverage within the Australian meal-kit market
Role of brand architecture: clarify, motivateHelloFresh operates under their parent
Value proposition
Healthy ingredients and recipes to awaken the chef inside usAll ingredients come preparedDelivered weekly at your doorstep at an affordable price
More choice, less boredom quicker recipes, less prep work flexible plans, less hassle
Brand personality
HelloFresh
Archetype Caregiver service
Of the 5 Human Dimensions, HelloFresh
Which is seen in their marketing campaigns and brand elements.
Marketing campaigns
HelloFreshs effective use of an omni-channel marketing strategy has been integral to shaping their strong brand awareness.
One of HelloFreshs primary marketing strategies includes social media influencer marketing, and celebrity endorsement. By utilising celebrities and influencers as spokespeople for their brand, HelloFresh has been able to leverage their perceived integrity to establish customer loyalty and trust. HelloFreshs influencer marketing strategy entails the use of affiliation discount codes to incentivise their audience to convert, and the use of hashtags i.e., #freshfriends and #hellofreshpics, to further generate their brand salience. HelloFresh also collaborates Marketing campaigns that include collaborations with celebrities who i.e., Mindy Kaling
Mission Statement: To change the way people eat forever. A large part of that is developing a more sustainable way to buy, prepare and enjoy food every day with our meal kits
sustainability integral part of business model
Brand Elements
Recognisable, iconic, vibrant brand identity
HelloFreshs brand elements complement one another to establish a strong brand identity that is associated with [healthiness and vibrancy]
Logo: Their recognisable and iconic logo comprises a simple green lime that evokes vibrancy and freshness, prompting consumers to associate HelloFresh with fresh and healthy ingredients.
Images: HelloFresh uses five idiosyncratic textured patterns that are inspired by cooking utensils to embody the fun and distinctive experience of cooking at home: whisk, simmer, stir, chop, peel. These images [see appendix] are used across their packaging and brand illustrations, creating a consistent and recognisable image that is lively and colourful.
Colour scheme: vibrant and modern
Packaging: HelloFreshs iconic packaging is made of paper and cardboard to facilitate product transportation and protection, aligning with their sustainable business model.
Tone and voice:
HelloFresh
comprises a bold and simple typography of their brand name HelloFresh that is coupled with a
Logo bold and simple typography of HelloFresh simple green lime evokes vibrancy and freshness, encapsulating HelloFreshs [healthy essence]. prompts consumers to associate HelloFresh with fresh, healthy ingredients.
Images Textured patterns used on packaging and within illustrations inspired by cooking utensils (embodying the fun and distinctive experience of cooking at home) whisk, simmer, stir, chop, peel
Lively, colourful, friendly, simplistic
Typography
Colour scheme
Vibrant, modern,
Packaging paper and cardboard aligning with sustainable business model , facilitate product transportation and protection
Tone and voice brand personality
young
Slogan
Criteria: Meaningful,
Frame of reference (how a new product, is seen by a market)
HelloFreshs primary competitive frame of reference includes the following meal-kit delivery services that also operate within the Australian market.
Founded in 2014, Marley Spoon is a subscription- based weekly meal kit service that is on the mission to bring delightful, market-fresh and easy cooking back to the people. Marley Spoon Delicious cooking made easy inspiring you to cook recipes from scratch in 6 easy steps
Mission statement Bringing delightful, market-fresh and easy cooking back to the peopleHealthy, variety, detailed recipes, suitable for different dietary requirements
Visual elements such as the elegant typography conveys premium, a little more toned down colour scheme, still colourful a bit more mature than HelloFresh
Just under 200k active customers (2019)
Food waste conscious
Dinnerly Australias affordable meal kit established in 2017 under their parent company Marley Spoon as the cheaper alternative.
5 simple steps straightforward, easy approach
Purple iconic colour aligned with their evening aura
Pepper Leaf Aussie Owned. Buy Local. Buy Better
Distinct colour yellow
HelloFresh more gourmet, elaborate recipes
Brand identity
Brand po
HelloFresh (Affordable Premium legacy brand, available globally)
Value proposition
Convenience
selection
Brand positioning graph
Current brand positioning strategy
What a brand stands for
Its unique selling proposition
What value the customer or buyer derives from using the brands products/servicesThe brands competitive capabilities i.e. how the brand overlaps with competitor brands in the same product category
Competitors in the Australian meal-kit delivery service industry, who similarly target the [young adult market]
Points of parity
Time efficiency no wasted travel time
Minimal food waste pre-portioned ingredients
Points of differences
Price leadership
Sustainability
Price, structure of plan, offering, area
IV. Brand exploratory(900 words) -Linxi It's just a draft and may need to be changed eventually
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The CBBE (Customer-Based Brand Equity) pyramid is a framework for understanding and building brand equity. It is structured from the bottom to the top of the pyramid as Brand salience, Brand performance, Brand imagery, Customer judgments and feelings, and finally, Brand resonance. This study will interpret consumer interactions, perceptions, and feelings about the brand by utilizing the CBBE pyramid.
Brand Salience (Who are you?HelloFresh is an international food delivery service that specializes in providing ingredients and recipes that make it easy for consumers to cook at home. From our collected results, it can be seen that when consumers were asked about meal kit delivery services in Australia, the majority of respondents were familiar with HelloFresh, which reflects HelloFresh's reputation as a renowned company in the meal kit industry in the category, which to some extent explains the depth of brand awareness. It can also be seen that consumers recognize the wide variety of meals offered by HelloFresh, which to some extent illustrates the breadth of brand awareness. Consumers often mention the distinctive green logo and user-friendly interface that makes it easily recognizable, and this branding element is easily evoked by consumers, which can help it stand out from its competitors.
Brand performance and imagery
HelloFresh stands out in the Australian food delivery market with its unique brand performance and image. Their brand performance is more evident in providing convenient and easy cooking solutions for busy consumers, thus saving time on shopping and cooking (HelloFresh, 2018). They also work with international sourcing and culinary development teams, utilizing their expertise and agricultural knowledge to ensure food safety and quality from their suppliers (HelloFresh, 2023). From the data we collected, most of the respondents also have an impression of the brand with keywords such as healthy green and that it somehow replaces traditional grocery shopping and is able to do so in a convenient and time-saving way. This shows that Hello Fresh has an excellent brand performance in terms of brand reliability. helloFresh's brand image is centered around a modern, healthy, and convenient lifestyle. The brand focuses on people who seek high-quality food but live a fast-paced lifestyle, such as busy professionals and young families (HelloFresh, 2018). Respondents generally viewed HelloFresh as an innovative, eco-friendly brand with an energetic and creative brand personality. Still, some felt that Hello Fresh was just replacing white women's jobs and did not cater to everyone's tastes. And that its not-so-cheap products and services are aimed more at the middle class. These issues are some of the enhancement factors that the brand needs to consider.
Customer judgments and customer feelings
HelloFresh, as a meal delivery service company, has a strong brand reputation, and customer's perceptions and feelings about the brand are critical. First of all, customers are concerned about the quality of the brand and the reliability of its source. From the data we collected, it can be seen that most of the respondents believe that the quality is somehow trustworthy. Still, some of them are skeptical about the freshness and quality of the products and believe that the ingredients may not have been adequately checked for quality. This suggests that Hellofresh, as a food and beverage brand, should take appropriate steps to clarify and prove to make users feel 100% assured if it wishes to gain complete trust from consumers, such as publicly setting quality control standards. Meanwhile, customers' perception of the brand's service is relatively homogeneous. Most respondents gave similar keywords such as convenient, fast, etc. Hello Fresh can improve the service quality and enhance the consumer relationship by providing other value-added services such as regular collection of consumers' responses and feedback. The data we collected shows that 60% of the respondents' feelings towards the brand revolve around keywords such as fun, modern, etc. This shows that hello fresh provides consumers with convenient cooking solutions and gives them a sense of fulfillment, which indicates that consumers' emotional response to the brand is experiential. hellofresh can continue to improve on these strengths in order to develop and consolidate a more significant number of consumer users. consumer base.
Brand resonance
Brand resonance is the deep psychological connection that customers feel toward a particular brand. From what we have gathered, most of the respondents are not very loyal hello fresh users. They don't integrate the brand as part of their life in their daily integration, somehow still not synchronizing the customer with the brand. However, in terms of attitudinal attachment, some respondents suggested the sustainability that hello fresh brings, which somehow shows some emotional connection that the brand has created with consumers. However, some respondents also suggested that they would still like to introduce hello fresh to those around them, demonstrating that some high level of brand empathy usually translates into advocacy. Overall, the brand resonance between hello fresh and consumers is not clear from the data we have collected. In order to maintain and further strengthen this resonance, HelloFresh will need to continue to deliver quality, engage with the customer community, listen to feedback, and innovate in a way that aligns with the evolving needs and desires of consumers.
What does the secondary research say:
For e.g. very convenient, good cost-effective
In our interview, we wanted to have a deeper understanding of these associationsSo we asked more about convenience
Interview Questions
1:1 interviews
Interview Question:
Have you used HelloFresh?( If yes, what made you choose Hello Fresh? If not, Why not?)
How did you first learn about the HelloFresh brand?
What visual elements(like colours,logos, or packaging) stand out to you when you think about HelloFresh?
If HelloFresh were a person, how would you describe its personality?
What immediate associations or keywords do you associate with HelloFresh?
How much do you trust HelloFresh when it comes to delivering fresh and quality ingredients
.What do you think HelloFresh does particularly well?
In what ways would you like HelloFresh to improve?
What are the emotions or feelings you associate with HelloFresh?
When you see HelloFresh advertisements what feelings, thoughts, and/or associations do they evoke?
TASK AT HAND
My General Notes to take into consideration:
from background research, Broadly, I want to make hello fresh more of an explorer, more diverse food options, take the proposal in this direction, along with answering all the following questions.
Brand mantra:https://www.hellofreshgroup.com/en/about-us/Delicious and wholesome meals everyone will enjoyCritique: 1) not widely recognizable 2) too long and not catchy enough in the traditional sense
New proposed brand mantra: (suggest one)
Which route does hello fresh want to go? (especially in current climate of cost of living) (and as a response to the comparison between the perceptions of those who have used, and those who havent)- Retaining their active customers or trying to attract new customersFocus on transition from old positioning on the perceptual map (expensive and low quality) to new positioning (expensive and high quality higher diversity in recipes), talking about competitive advantage, and This adjustment can help the brand appeal to a wider audience while still maintaining some of its core qualities.
ACTUAL QUESTION TO ADRESS
V.Articulating and briefly outlining a proposed brand, positioning strategy, brand personality, brand mantra and positioning statement (600 words)- Nandini
Articulating and briefly outlining a proposed brand, positioning strategy, brand personality, brand mantra, and positioning statement
A positioning strategy indicates the criteria the focal brand is using to occupy a distinct and unique position in the customer's mind vis-a-vis competing brands. This will also indicate the strategy to be used in the possible repositioning of the brand and future market opportunities.
From lecture: 2.6
Brands position: how customers view the brand compared to competitor
Brand positioning is about occupying distinct cognitive space in a customer's mind.
Thus, a brand positioning strategy articulates:
(a) what a brand stands for?
(b) its unique selling proposition (USP)?
diverse food options
(c) what value the customer or buyer derives from using the brand's products/services, and?
(d) the brand's competitive capabilities i.e. how the brand overlaps with competitor brands in the same product category.?
Brand positioning techniques : brand positioning maps or perceptual maps/visual representation of the brand in relation to competing brands on the basis of some brand attributes that matter to the customer
Basic requirements for brand positioning: Prior to designing a brand positioning strategy, the brand manager should assess the effectiveness of the current target and segmentation strategy. Thus, brand managers need to have a good understanding of segmentation, targeting and targeting, and positioning (STP) procedures used in marketinghttps://www.b2bframeworks.com/bullseye-for-brand-positioning OR - using this to create the brand position INCLUDEPICTURE "https://lh7-us.googleusercontent.com/2FgN5PoEO4g9r3svS6Xq-h9fZPI4uWvEdCjogUKugacrfpm1loQtNI-daErB29CwwvLgNNZ3AAk3l1Xtk5FTp_AGHUr3rrN4DQEnYhCViE9F2vZRSOPb6qYDPyY83Ec4DpS84zGDcOhbQfqPtNXP2FY" * MERGEFORMATINET INCLUDEPICTURE "https://lh7-us.googleusercontent.com/51Evt08wJ1EKJa27c0dyWctN6K90tygY2eSnxm3YI3q29k5Pe_YL7UD75COiVKxyxeJm3zP4FCjzV10tCEQ1M4OQonHXNMPdJ0mVDgUrElxvpkpRjFkT6e7yJu0pq_9y3W6oop-NDEuny25gf6hQMZQ" * MERGEFORMATINET
https://www.b2bframeworks.com/bullseye-for-brand-positioning PLS USE THIS
Articulation of the desired brand personality :
From lecture 5.9
Brand personality is the set of human traits that can be attributed to a brand that helps the brand to connect/elate with and motivate the target audience.
Using carl Jungs 12 brand archetypes Wheel, if hello fresh is Caregiver already, maybe it could be: The explorer; adventurous, free spirited, and seeks new experiences. This could position hellofresh as a brand that offers exotic and diverse meal options, catering to foodies .Brand Mantra: Clear articulation of appropriate and relevant components of the brand mantra that is aligned with the brand positioning strategy and brand core associations so as to enhance brand meaning.
From lecture 2.8:
Whilst the brand positioning statement is externally facing, the brand mantra is internally focused.
Catch phrase to internally motivate employeesComponents of BM/designing the brand mantra
Emotional modifier Descriptive modifier Brand functions
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Current Proposed A brand positioning statement explains what your brand does, why you do what you do, for whom, and what makes your brand offering different from competing brands.
