International Marketing Management Report on Hello Fresh

Table of Contents

Introduction. 3

Discussion. 3

Q1. 3

Q2. 3

Analysis of branding approach developed by Hello Fresh. 3

Q3. 5

Critical Evaluation of suitable promotional and Campaigning approaches developed by Hello Fresh for Expansion. 5

Conclusion. 6

References list 7

Appendices. 8

Introduction

It is essential to adopt a suitable marketing strategy to expand to more countries and improve its current position in the market. The study provides in-depth analysis of providing appropriate marketing mix strategy for eight countries by Hello Fresh and evaluates branding approach for reaching the customers in global perspective. It also offers wide range of promotional methods and campaigning strategy.

Discussion

Q1.

Refer to Appendix 1

Q2.

Analysis of branding approach developed by Hello Fresh

The development of suitable branding strategy provides vast amount of opportunities for the organization to connect with the customers in an appropriate process. In the marketing mix strategy, Hello Fresh has developed an innovative approach for positioning the brand in accordance with the preferences and needs of the customers. It can be analyzed that the firm has utilized appropriate strategies for expanding operations from the home country to the other designated countries (Vadana et al. 2019). Therefore, depiction of the strategies adopted by the company provides an extensive preference that there has been development of suitable strategies for globalizing brand as global brands in the respective countries.

Moreover, it can be evaluated from the observations that Hello Fresh has developed various strategies for positioning the image in the global market. It helps in attracting and retaining large part of the customers in the present countries and positioning itself for expanding in the rest of the world. In the observation from the existing marketing mix strategies developed by the organization, it can be seen that there is evaluation of unique positioning strategy in the concerned countries. In addition, it depicts that it is essential to create a brand positioning strategy for reaching targeted customers in specific countries to expand more in the market (Hinson et al., 2020). On the other hand,- adequate development of suitable brand positioning strategy creates dissatisfaction among the customers and provides negative image. There is proper preference developed by the organization for evaluating an appropriate approach for inferring products in other European countries like U.K., Canada, Netherlands etc and also in other countries like U.S.A. Hello Fresh looks to develop adequate strategies for positioning the products in the brand by creating a positive impression on the people in the respective countries.

In case of the marketing mix strategies developed by Hello Fresh creates suitable approach for evaluating changing needs and preferences of the customers in the respective nations. In addition, formulation of global branding strategy provides an additional preference for creating a long-lasting impression on the minds of local people in the countries (Ray and Sharma, 2019). However, failure to develop suitable positioning strategy provides direct effect on the global operations for managing proper relations with the customers.

According to the current approach developed by Hello Fresh, it can be depicted that there is more emphasis on formulating global branding strategy for expanding into other countries and improve existing potion in the industry. On the other hand, regional and local branding strategies are formulated to target the people within the existing region or local city. It does not contradict and identifies appropriate needs of the people located in home country or region (Heinberg et al. 2017).

There is maintenance of strong preference by Hello Fresh for providing various strategies in developing wide range of products according to the consumption of the customers in the respective countries for developing an expansion. It is regarded as an inter branding strategy developed for persuading the accurate delivery of standardized products and evaluating benefits of the concerned products (Herstein et al. 2017). The organization focuses on managing suitable relations for perceiving customers for creating awareness about development of appropriate products in the long-run market.

In accordance with the utilization of the global branding strategy, Hello Fresh looks to manage variety in the needs of the international customers and achieve strategic approach in the future. It helps in providing an innovative strategy for positioning the required products in accordance with customers’ choices in the various nations (Steenkamp, 2017). However, formulation of local and regional policy is always involved in reaching a small number of people in the global market. There is an fault in development of suitable strategy for achieving global customers.

Furthermore, global branding strategy plays a vital role in providing suitable products for the population located in the worldwide scenario and develops long-lasting impressions in the worldwide world. This is useful for developing an suitable branding approach to improve the existing position of the organization and expand its global operations (Zhao et al. 2017). On the other hand, incorporation of regional and local approaches in the branding strategy and reduce capabilities for providing a suitable perspective for developing proper relationships with the people in global world. In accordance with the changing preferences of the people, it is essential for creating appropriate comprehensive branding strategy for understanding positives and negatives of the people.

Hello Fresh creates favorable preferences for the variety of people belonging to wide diversity in the cultures in particular countries and develops standardized approach for providing suitable products. It creates a long- term effect on managing existing relations with the people for expanding the brand in the targeted countries. This provides additional preferences for developing suitable balance for achieving perceived balanced approach for maximizing brand value and reduces competitiveness in the global scenario (Hunt, 2019). In case of the other two branding approaches developed by the organization crates indisperancy for formulating a practical approach for managing needs and wants of the people. There is a negative effect in localizing branding strategy.

In the present study, Hello Fresh has utilized an effective strategy to focus on the long-term needs of the people in the global world and provide suitable fresh diet products for the respective segments in the market. It opens up a systematic approach to evolving practical global branding approaches of the company to evaluate existing needs and cope with the external pressure in competitive international market (Patrutiu-Baltes, 2016).

Therefore, it can be depicted that there is formulation of suitable branding strategy developed by the organization for positioning itself as a strong identify in the global market. This approach is practical and innovative than the other aspects of branding strategy like regional and local and provides exceptional opportunities for improving profit scenario (An and Harvey, 2019). It also states that the firm is looking to expand its operations by providing services in Germany and the other seven countries.

Q3.

Critical Evaluation of suitable promotional and recommendation approaches developed by Hello Fresh for Expansion

Recommendation

Video

Since Hello fresh company is looking to expand their business more, it is essential to imply new business techniques. However, a businessman can target the advertisement more to focus on more customers and create a lasting impression on the customer’s mind. Hence a social media campaign could be held useful in this regard which includes more of the mobile operation or digital marketing strategy. It is expected that this technique will be fruitful. However the marketing chief of this company wants to create something innovative like dollar shave Club Company which makes quality razors for shaving and they admit that the product is not only the good but the best one. The company wants to follow this lucrative marketing process and create innovative marketing techniques for chef Jamie Oliver. However, it can be said that this technique could be dropped since it is not evident that all the people will know perfectly about Jamie Oliver. Whereas in case of dollar club razor, the company have taken care of this lucrative style of advertising only for that country. However, this technique might not match with the overall cultural activities of the countries where the company is looking for expansion. On the other hand, it is also tough to understand the cultural differences and make advertisements according to this. This process will take more time and incur many costs for this company. Hence they might focus more on using this mobile marketing concept since it can reach millions of people and create their customer base through this process. This mobile marketing is something where the company must concentrate more on (Jocevski et al. 2019).

Focus on Mobile marketing

In countries like Sweden, Switzerland or Scandinavia which consists of Nordics, it is seen that more than 97 percent of people have their access to internet which makes them second only to Iceland in global connectivity. On the other hand in Sweden, the connection rate is 92 percent and in Denmark with 89 percent of connectivity. Hence in this region with embraced mobility, there is more mobile phone users. Hence the push to connectivity is driven by the desire to connect the people in comparison to the rest of the people. Furthermore in Nordics, the place has been highly popular and the communities have been widely separated with huge distance. One way the particular rise of internet they have access to shopping and as a result, the Scandinavians are included in online shopping. Thus in considering all these facts in Sweden and Denmark, the wealthiest process the world; can be held as a surprising aspect for the company and all these factors can try to create a lasting presence that can create an immense opportunity in this region(Cadez et al. 2019).

Therefore in order to create an effective business approach in Scandinavia, the concept of internet advertising is the booming industry that hello fresh company is looking to put. Hence in Denmark alone, it is valued at 440 million pounds. However the Scandinavia had been toping the table for connectivity and its internet speed, thus the process is highly differentiated for the other western countries when it comes to meeting the overall rules and regulations based on online advertising. The process can try to create restrictions based on the process of advertising and these can include a complete banning on the process of advertising that can try to help in the children in some market. Hence the overall restrictions based on the ads that can try to create significant changes based on the hello fresh companies expansion techniques as a whole. The tough rules and regulations do occur from a belief that the restrictions advertising process can try to create a help to society as a whole. it does not mean that the brand process can try to be put off. However, these opportunities have been effective in enforcing creativity can try to win over the larger business audience. Hence, for the western countries, it can be said that social media is highly huge in Scandinavia. The company can try to use facebook for promotion. This application can be stated as a most viewed and visited site in Sweden (Tabesh et al. 2019). Other existing social media platforms like Twitter and YouTube for making the process highly accessible. Thus, significant business channels can try to incur the vital digital channels that should be effective in creating a basis for the digital marketing strategy. The primary business aspects of Nordic social media users are accustomed to use a rich media component such as images and videos are known to create a responsive business procedure that can help in making a critical impact in the business as a whole. Another growing mobile trend being used in this region has been effective in meeting the primary business process. The process can try to create generating revenue for a business (Majid et al. 2019). Thus from the in-app purchasing, the primary brand level can try to meet the advertising process to meet the application techniques to meet the business aspects. Hence it can be said that the brands can try to execute the websites, and the online content is optimized based on the overall online content. These can try to meet the value of the websites, and these online procedures can help the company’s consumers in this regard (Sterling and LeRouge 2019).

However, in the grand scheme of things, the concept of digital marketing is still relatively young in the Nordics but all these factors can try to develop the internet. These can rapidly growing, meaning in recent times. Many familiar places such as the paid search campaigns have already looked to outdate and these are highly ineffective. Hence, these are making any appearance in the things which are not very long enough from all these business processes. Overall the typically produced large media agencies pushes out the same messages to a wide audience. All these factors can create a wrong version of people at the wrong time. Thus as result the content can be useful and these can create an impact on the targeted audience process as a whole (Umar and Chunwe 2019).

In the verge of understanding vast mobile devices of Scandinavia, alongside huge appetite for the overall online shopping. The major Nordic region presents massive opportunities for internet marketers in that region. Thus the marketers can try to resist in preparing to do some extra mile and these can try to create an immense digital marketing techniques. These techniques can try to make a campaign that is effective, creative and targeted. Thus in the ultimate, well planned and executed business strategy. Thee effective strategies can be highly effective for the company for ensuring the major business relevancy. The programmed buying and marketing automation can try to help the brands to make sure that these are high on demand. The concept of creativity and content towards its touch point under the consumer journey can be understood towards meeting the overall business success (Saura et al 2019). Thus it can be said that all the factors can be relied upon the auto campaigns that how the process can try to lack sufficient levels of creativity, content and relevance. Thus instead brands are increasingly opting for the agencies that can effectively understand the buying and marketing automation process. Hence all these aspects can try to make the overall helping brand to meet surely the demand aspects. The concept of creativity and content at every touch points on the consumer journey is also meeting the fundamental aspects. Thus for the lack of the process, it can be said that the specific business objects for its s traditional agencies and many of the contents, creativity and relevance. Thus the major business brand like hello fresh company can try to showcase an optimization for the overall business agencies that can try to meet the understanding the major latest technologies for meeting the right technology in order to meet the business objectives in this regard. Hence all these business aspects can try to showcase a right targeting, relevance and its significant business creativity as a whole (Arieftiara et al. 2019).

The mobile marketing service can provide the people an excellent, useful and its quick facilities. This process can try to provide essential business requirements. These are effective to meet the business aspects. Hence this company strives to meet the overall mobile marketing business aspects in this regard.

Conclusion

It can be concluded from the above report, that there is extensive focus developed by Hello Fresh for managing marketing operations in global market. The study provides an evaluation of global branding approach developed by the organization and evaluating appropriate way for reaching to the people in expanding operations in Scandinavian region.

References list:

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Cadez, S., Czerny, A., and Letmathe, P., 2019. Stakeholder pressures and corporate climate change mitigation strategies. Business Strategy and the Environment, 28(1), pp.1-14.

Cassia, F., and Magno, F., 2019. A framework to manage business-to-business branding strategies. EuroMed Journal of Business.

Heinberg, M., Ozkaya, H.E., and Taube, M., 2017. The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting. Journal of International Business Studies, 48(8), pp.1009-1022.

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Jocevski, M., Arvidsson, N., Miragliotta, G., Ghezzi, A., and Mangiaracina, R., 2019. Transitions towards omni-channel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management.

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Vadana, I.I., Torkkeli, L., Kuivalainen, O., and Saarenketo, S., 2019. Digitalization of companies in international entrepreneurship and marketing. International Marketing Review.

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Appendices:

Appendix 1: Question1

Marketing mix of Hello Fresh for eight countries