Digital Marketing Strategy by Hello Fresh
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Executive Summary
Businesses have recognized the need to remain digitally relevant. Technological advancement has allowed businesses to find new marketing methods without over-relying on traditional media like TV, radio and newspapers. HelloFresh is one company seeking to expand its market share in meal kit services. Founded in 2011, HelloFresh has expanded into more than 15 countries. While HelloFresh is a leader in the meal kit industry, it faces stiff competition from other businesses offering similar services. This report will analyze the market in-depth, consumer behavior, product-market fit, and digital marketing communication strategy. Recommendations will be made on how HelloFresh can improve its digital marketing strategy to increase its market share.
Table of Contents Executive Summary. 2 List of Tables and Figures. 4 1.0 Introduction. 5 2.0 Marketplace Analysis. 6 2.1 Market Size. 6 2.2 Competition. 6 2.3 Macro-Environment Analysis. 7 3.0 Consumer Behavior. 8 3.1 Customer Personas. 8 3.2 Customer Segmentation. 10 4.0 Product Market Fit Analysis. 10 4.1 Product Fit 10 4.2 Business Model 12 4.3 Digital Value Proposition. 13 5.0 Digital Marketing Communication Strategy. 15 5.1 Social Media. 15 5.2 Content Marketing. 16 5.3 Influencer Marketing. 17 5.4 Search Engine Optimization. 18 6.0 Recommendations. 20 7.0 Conclusion. 21 References. 23 Appendix. 24 Appendix 1. 24 Appendix 2. 24 Appendix 3. 25 Appendix 4. 25 Appendix 5. 26  

List of Tables and Figures

Table 1: PESTLE Analysis........................................................................................................ 6 Table 2: Cate’s Customer Persona............................................................................................. 7 Table 3: John’s Customer Persona............................................................................................ 8 Table 4: HelloFresh Customer Segmentation............................................................................ 9 Table 5: Social media followers.............................................................................................. 14 Table 6: Recommendations for HelloFresh Digital Strategy.................................................. 20   Figure 1: HelloFresh “Fresh Campus” in Berlin. Source: HelloFresh Group website. 4 Figure 2: Business Model. Source: Elluminati (2023) 12 Figure 3: A screenshot of a blog talking about HelloFresh plans. 15 Figure 4: A screenshot of a YouTuber reviewing HelloFresh meal kits. 16 Figure 5: Audrina Patridge promoting HelloFresh on her Instagram page. 17 Figure 6: SEMrush analysis of top keywords. Source: SEMrush (2023) 18 Figure 7: SEMrush analysis of hellofreshgroup.com domain. Source: SEMrush (2023) 19
Digital Marketing Strategy by Hello Fresh
1.0 Introduction
HelloFresh is a publicly traded meal kit company based in Berlin, Germany, which started in 2011. In 2012, the company expanded its base to the United States (US) and became the largest meal kit provider. HelloFresh has continued to expand to more markets and is currently in more than 15 nat...