This thesis examines the company Hello Fresh which was founded in Germany in 2011. So far, the company is present in thirteen countries and has over 2 million customers. Hello Fresh brings home meals that customers have prepared themselves. The products are mostly from the customers' immediate environment to be fresh and sustainable. There are different options that are suitable for everyone, such as a vegetarian option or one with meat. In this way as many customers as possible are reached.
The customers can choose online via computer or smartphone the dishes they want and receive a box of Hello Fresh with fresh dishes delivered to their home on a regular basis, for example weekly or monthly, depending on the customer's request. These boxes are usually sufficient for 3 to 5 dishes per week for 2 to 4 people. In addition, recipes are also included in the boxes which give the customer step-by-step instructions on how to prepare the individual dishes. This means that customers do not have to know how to cook, but Hello Fresh helps them with the enclosed cooking instructions and recipes. To give the customer a first impression of the food Hello Fresh offers free shipping on the first delivery and 20€ discount on the first ordered box and 5€ discount on the second and third ordered box.
It is described whether Hello Fresh is global, regional or local. Next, a digital and social media campaign is planned for three countries to support the expansion. Hello Fresh is already in Sweden, but according to German headquarters it will expand. In Scandinavia, it will continue to Denmark and Finland. Afterwards table is created in the which allows a clear visual comparison of Hello Fresh's marketing mix across eight countries and help to understand the use of standardisation and adaption with examples.
Table of Contents
1. Introduction
2. Hello Fresh
2.1 Global – Regional – Local
2.2 Global marketing
3. Hello Fresh in Scandinavia
3.1 mobile marketing
3.2 Advertising HelloFresh in Scandinavian countries
4. Conclusion
Objectives and Topics
This paper examines the international marketing strategy of the meal-kit company HelloFresh, focusing on its operational model and its planned expansion into Scandinavian markets. The research analyzes whether the company's approach is best classified as global, regional, or local, while exploring strategies for digital and social media campaigns tailored to specific cultural contexts.
- Analysis of HelloFresh's internationalization and branding strategy.
- Evaluation of the global-versus-local production model.
- Assessment of the role of mobile marketing in modern business.
- Development of culturally sensitive advertising strategies for Scandinavian countries.
- Utilization of celebrity endorsements, such as Jamie Oliver, for brand positioning.
Excerpt from the book
3.2 Advertising HelloFresh in Scandinavian countries
Hello Fresh is already available in Sweden, but the German headquarters propose to expand further in Scandinavia, to Denmark and Finland.
In the following it is discussed whether a promotional video for Sweden, Denmark and Finland should be shot or whether three different videos should be shot, due to the possible cultural differences between the countries.
The neighbouring countries Sweden, Denmark and Finland have both similarities and differences. The Global Peace Index ranked Sweden 6th in the European Union (out of 27 Member States) and 13th in the world for the year 2019 in the sub-area of internal security. Denmark ranks second in the European Union, and Finland is also one of the safest countries in Europe in terms of crime statistics. (USNEWS)
But there are also differences. For example, according to VoxEurope it is so that "in Denmark people can be violated in the name of freedom of expression" and in Denmark people are more likely to be classified as politically correct and "too inhibited to call a spade a spade". (Dahlerup) These differences play a big role in a promotional video and must be considered to satisfy customers.
To get a branding and a connection to the product HelloFresh, it is advantageous to use a celebrity like Jamie Oliver as face for an advertising campaign. Due to the increasing importance of mobile marketing this can be used as an advantage for the company. Also, by combining the positive branding of Jamie Oliver, the company can immediately take off in countries like Denmark and Finland. The customers immediately associate HelloFresh with the celebrity chef and this can have an impact on the profit. Companies often benefit from branding methods. (Williams)
Summary of Chapters
1. Introduction: This chapter provides an overview of HelloFresh's history, business model, and the scope of the thesis, including the company's current global presence and social media reach.
2. Hello Fresh: This section analyzes the company's operational structure to determine whether it functions as a global, regional, or local entity, supported by primary communication with the company.
2.1 Global – Regional – Local: This chapter explores the company's self-classification as a global firm that simultaneously relies on local production networks to ensure freshness and sustainability.
2.2 Global marketing: This chapter discusses theoretical motivations for internationalization, citing Dunning’s four main motives for companies expanding abroad.
3. Hello Fresh in Scandinavia: This chapter examines the strategy for market expansion into Denmark and Finland, focusing on media campaigns and the use of celebrity endorsements.
3.1 mobile marketing: This section defines mobile marketing and highlights the necessity for HelloFresh to capitalize on the high penetration of smartphone usage to reach its target audience.
3.2 Advertising HelloFresh in Scandinavian countries: This chapter evaluates the necessity of tailoring marketing content to specific Scandinavian cultural nuances, such as varying levels of political correctness and communication styles.
4. Conclusion: The final chapter summarizes the company’s potential for successful expansion in Scandinavia and reaffirms the importance of maintaining international standardization while respecting local preferences.
Keywords
HelloFresh, International Marketing, Global Marketing, Mobile Marketing, Scandinavia, Brand Strategy, Jamie Oliver, Market Expansion, Standardization, Cultural Differences, Consumer Behavior, Digital Campaigns, Social Media, Sustainability, Local Sourcing
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on HelloFresh’s international marketing operations and its strategic plans for expanding its presence from Sweden into other Scandinavian countries like Denmark and Finland.
What are the primary themes discussed?
Central themes include the classification of the company's business model (global vs. local), the importance of mobile marketing, and the adaptation of advertising campaigns to fit distinct cultural norms.
What is the main objective of the research?
The primary objective is to evaluate how HelloFresh can effectively enter new Scandinavian markets through targeted digital media and identify whether a unified or localized promotional approach is more appropriate.
Which scientific method is applied in this paper?
The author uses a qualitative research approach, combining literature review on international marketing theories with internal information provided by the company and an analysis of current market data.
What does the main body cover?
The main body covers the theoretical frameworks of internationalization, an analysis of HelloFresh's current marketing mix, and a detailed plan for executing a promotional campaign involving celebrity endorsement.
Which keywords best describe the document?
Key terms include International Marketing, Global Marketing, Mobile Marketing, Scandinavia, Brand Strategy, and Market Expansion.
Why is cultural nuance important for the Scandinavian campaign?
The paper argues that cultural differences, such as the varying levels of political correctness and freedom of expression in Denmark compared to other regions, necessitate tailored messaging in promotional videos.
How does the author propose using Jamie Oliver in the campaign?
The author suggests using Jamie Oliver as the face of the brand to leverage his positive public image, which can help customers quickly associate HelloFresh with high-quality, healthy, and easy-to-prepare food.
What is the significance of the "Global-Regional-Local" discussion?
This discussion is vital because it explains how HelloFresh leverages global scale while maintaining the benefits of local food production, which is a core value proposition for their customers.
- Citar trabajo
- Eric Carstensen (Autor), 2020, The company Hellofresh. Global and mobile marketing, Múnich, GRIN Verlag, https://www.grin.com/document/1168786
