1. Sweet box Lisa evelyn tina grace
LIALC1503, CHEUD1603, GUAYD1603,TONXD1603

2. introduction Hellofresh is a health food company in Australia.
ABOUT HELLO FRESH
Hellofresh is a health food company in Australia.
Here at Hellofresh, we provide our customers with fresh, high-quality ingredients while purchasing from local suppliers. 
Order Hello Fresh and we'll deliver fresh ingredients and healthy recipes straight to your doorstep each week.

3. New product concept

4. Sweet Box Our new product https://goo.gl/images/wSHz8i

5. Our new product
The new product is called Sweet box, which helps customers to make delicious dessert easily at home.
The box collect the freshest raw material of desert, for example taro ball or small rice ball, fresh fruit and so on.

6. Customers can eat immediately or
Our new product
The process of making dessert:
5mins
Customers can eat immediately or
they can put it into fridge for 2hours to have better taste.

7. Category of new product
Product line additions
Theory from textbook “ this category includes new products that supplement an organization‘s established line” (p. 139).
Dessert box is the new product of Hellofresh. It still has the same modality as the usual meal box. The raw materials are set in a box and there is a recipe that customers can follow the steps to make a dessert easily. Also the most raw materials are from the same suppliers. So dessert box is additions to existing product lines.

8. Idea generation
Customers: Technomic Study (2010) found out that only 1% people don’t like dessert and 70 % people in the survey eat dessert at least once per week. There are customers’ wants, so sweet box satisfies the wants.
Competitors: According to the research, there is still not product like dessert box on Gold Coast marketing. If Hellofresh launches this product into market, it can take the large part of market share.

9. Idea screening Sweet box can achieve those things:
Theory: The first filter in the product development process, which eliminates ideas that are inconsistent with an organization’s new-product strategy or are obviously inappropriate for some other reason.
Sweet box can achieve those things:
After finishing the dessert, the box can be collected as a point, customers can get special discount when they collect 7 boxes.
HelloFresh will recycle all the boxes to be environment protector.

10. Market segmentation

11. Select product category
It may be a market in which the organization already competes, a new but related market or product category, or a totally new one.
What is the food industry?
The Food Industry is a complex, global collective of diverse businesses that supply most of the food consumed by the world population. Only subsistence farmers, those who survive on what they grow, and hunter-gatherers can be considered outside of the scope of the modern food industry.

12. Select product category
Our company (Hello Fresh) strives to provide fresh and convenient food to customers.
We closely examined the food Industry before introducing our product to market.
REFERENCE: Gardiner, Hair, Lamb, Mcdaniel & Summer (3rd Edition) p. 83

13. Choose basis for segmenting market
Segmenting markets by age , gender , income ,
ethnic background and family life cycle .
Demographic bases
Psychological bases
Geographic bases
Benefit bases
Usage-rate bases
REFERENCE: Gardiner, Hair, Lamb, Mcdaniel & Summer (3rd Edition) p. 84

14. Select segmentation descriptors
Substantiality
Identifiability and measurability: Segments must be identifiable and their size measurable.
Accessibility: Members of targeted segments must be reachable with marketing mix. Our company strive to achieve the goal make female happy and health as well.
Responsiveness
REFERENCE: Gardiner, Hair, Lamb, Mcdaniel & Summer (3rd Edition) p. 89

15. Profile and analyse segments
Diagram 1: Profiling Potential Segments
Potential Segment Name
Potential Segment Profile
International students
Age:18-22
Young adults
Age:23-35
Middle age female
Age:35-50

16. Diagram 2: Analysis and Ranking of Potential Segments
Potential Segment Name
Justification 1
Young adults
Large group with future buying potential.
They have enough purchasing power. 2
International students
The second large group with future buying potential. Incomes will rise and purse the convenient lifestyle because they need to spend most time on studying. 3
Middle age female
Small group with future buying potential. When they want to try new type of food, they will choose this product.

17. Select target market

18. choosing target strategy
Theory: There are three types of target strategies : Undifferentiated targeting, concentrated targeting and Multi-segment targeting.
Concentrated targeting is the best targeting strategy for the new product.
Concentrated target strategy is concerned in a market niche is selected by a company for targeting its marketing impacts. (Lamb, Hair, McDaniel, Summers, and Gardiner, 2016, p.91)
Targeting strategy
Advantages
Disadvantages
Concentrated targeting
Concentration of resources
Can better meet the needs of a narrowly defined segment
Allow some small firms to better compete with larger firm
Strong positioning
Segment too small, or changing
Large competitions may more effectively market to niche segment

19. Select target market
Theory: Target market is a group of people with similar needs and wants for an organization develops and implements a marketing mix intended to meet the needs of that group.
Organization should consider some elements to select the best target market:
The influence of the competitors in the segment.
The ability of a company to develop and deliver the product.
The impact the new or redefined segment may have on the brand and its position.

20. Select target market
Female who living alone is the target market we would like to reach.
According to the Christensen.L.,& Brooks,A.(2006), compared to male, female are more willing to have dessert.
In HILDA Waves 1-12(Duration of living-alone spells, by gender, ) ,female were more willing than male to have long living-alone duration . Based on the survey, “While only 45% of male living-alone spells lasted for 4 years, 52% of female living-alone spells lasted this long”(2015).
As the duration of female who living alone has been increasing, we are able to build up a long-term relationship with this potential market to reach more profits .

21. Figure2. Duration of living-alone spells by gender

22. Positioning strategy

23. Product differentiation
Theory: A positioning strategy that some organizations use to distinguish their products from those of competitors(Lamb, Charlers et al., 2016,p93)
Sweet box prefer menu diversification instead of clutter food material.
Accurate measurement for everything in the box including vegetable, fruits as well as seasoning.
Recyclable packaging will be used in the whole production and transport process.

24. Positioning statement
Sweet box is a dessert case for female living alone, international students and young adult. Unlike other competitors such as Home chef, Peach Dish, Blue Apron, this sweet box specially reach the requirements from these female who just want to tasty dessert and have disparate purposes maintaining body health while taking dessert with different food material and sugar intake.

25. Perceptual mapping 1=Low quality 5=High quality 1=cheap 5=high
Figure3, compare price and quality with other competitors
Price/Ranking
Quality(ranking)
Hello Fresh
11.5/ 3 3
Blue Apron
9.99/ 1
Peach Dish
12.5/ 5 4
Plated
12/ 4 2
Home Chef
9.95/ 1 1
Purple Carrot
11.33/ 3
1=Low quality 5=High quality
1=cheap 5=high
one-was-clearly-the-best/

26. High price(5)
Low Quality(5)
High Quality(1)
Low price(1)

27. Position bases
Theory: Organisation use a variety of bases for positioning, and it is not unusual for a marketer to use more than one of these bases at a time.
Price and quality: Sweet box always puts the freshness in the first status and try to choose fruit & vegetable of the season. This action measure reasonable price and freshness for the box.

28. Smart marketing goal

29. MARKETING OBJECTIVES
Definition: A statement of what is to be accomplished through marketing activities.
Product
Price
Promotion
Place
Actually, setting business goals are not only depend on marketing mix but also need S.M.A.R.T to detail content.
Specific
measurable
achievable
realistic
timetabled

30. Smart goals
To achieve 45% of market share in the finance category within a year.
Sale at least 300 sweet boxes every week.
Achieve the percentage of good reputation over 70% and maintain approximately 50% buy-back rate.
Advertise the dessert box with Social Network, YouTube(upload some videos in own account) ,Instagram(upload disparate appearances of dessert box)
This goal will be achieved in the first year.

31. conclusion
Sweet box is a new product for Hello Fresh on Gold Coast. This dessert box will open a new aspect for food delivery industry .
Female who living alone is the main target audience. Hello Fresh will keep researching about the requirements from different ages female to enrich different kinds of menu and improve our service to make customers enjoyable.

32. Reference
Website
textbook
Gardiner, M, Hair, J. F, Lamb, C. W, McDaniel, C, Summers, J.(2016).MKTG3. Cengage Learning, p.3-314
De Vaus, D. & Qu, L. (2015). Demographics of living alone (Australian Family Trends No. 6). Melbourne: Australian Institute of Family Studies.
Christensen, L., & Brooks, A. (2006). Changing food preference as a function of mood. The Journal of Psychology, 140(4), Retrieved from
Technomic study: Dessert more popular than ever. (2010). Health & Beauty Close - Up, Retrieved from

33. Thank You~
Any question?