This document contains a model answer on how to answer the difficult unit 2 developing a marketing campaign.This is a perfect revision tool as it provides students with the structure and layout of the exam.
Introduction:
In this report I have been assigned to design and propose a marketing campaign for Wholly Nutrious,
which offers a service of delivering boxes of food along with offering a products such as food boxes
containing fruits and vegetable. There are recipe boxes containing ingredients and a recipe for a
specific meal. In 2020,demand for food boxes increased dramatically. For example, Gousto earned
more in the 6 months of 2020 than in the whole of 2019.Therefore indicates that there is an
increase in demand and sales in the Uk food box market.
3 Marketing Aims
Here are 3 marketing aims I believe that Wholly Nutrious should implement and these are the
following:
Retain 20% of customers through special offers during the 52 weeks campaign
Improve 30% profitability by attracting new customers during 5 months
Increase sales by 5% by listening to customers needs and wants by diversifying methods of
buying by creating a website in 8 months.
Market research analysis
Market analysis What does this mean for Wholly Nutrious
Market size Food box market estimated to exceed £1.5 billion
within the UK in 202, with sales of food boxes
expected to rise to 55% per year.
This shows that there is potential sales in this
market as customers has a demand/want and
need for this product.
Market growth Food boxes expected to rise 55% per year and
sales increased by 114% in April 2020.This shows
that it’s a growing market and that customers
wants may have changed and that Wholly
Nutrious must stimulate their demand in
exchange to maintain profits.
Market segment Also brands are trying to differentiate themselves
from other company by diversifying their
products such as Mindful chief offers food boxes
which are nutrious and low in carbohydrates and
gluten and dairy. Others offer organic foods.
These brands focused on niche markets than the
mass market.
Competitors A rapid growth within the market led to
significant rise in number of local, national and
international food boxes.Existing competitors are:
Mindful chief,Hello fresh, are market leaders
along with Gousto.
Trends There is a growing trend for people to doing
their shopping online and large numbers of
people who are unable to visit shops started to
buy groceries online. This perhaps might be due
to Covid pandemic.
This shows that Wholly nutrious should promote
their products online.
Trends are people prefer vegetarian and family
boxes which are low calorie boxes with the use of
using environmentally packaging as an external
factor the government stated started a
, consultation of the discussion of single use
plastics.
Questionnaire analysis and reliability
The market research provided in research pack A shows sufficient data which is appropriate as it
meets the purpose of the research which is to gather information and data about UK food box
market. This secondary information in form of a questionnaire collects data from a small sample of
population who is aged 20 to 50. So its fair to assume that the questionnaire sample collects data
from Wholly Nutrious potential customers as it appeals to the same target group as there is some
responses from Wholly Nutrious. From the data I can see some quantitative data which is that
customers prefer low calorie boxes and vegetarian boxes and prefer prices around £16-25, along
with having a range of meal choices , new recipes and seasonal dishes would attract new customers
convince new customers to take their business to Wholly Nutritious. Therefore I believe that the
market research is reliable to valid. The target market is people aged 20- 50 years. The qualitative
data shows that people like to eat food which are recommended by celebrities and is one of the
reason why people eat food boxes.
SWOT analysis
Strengths Weakness
Wholly Nutrious mainly advertises using Current customers are sent about
promoted posts on social media an special offers and given discount codes
advantage of this is that its free and can be which can be used more than once. I’m not
seen from a wide of audience and countries particularly a fan of this because this
so there could be an opportunity to see if method will reduce profitability in the
people want to buy products internationally. company.
Lots of existing entrants in the market
Social media is a great way of collecting and competition.
more market research therefore can develop Social trends are more people cooking at
the company into meeting customer’s home.
expectations.
Current customers are sent about special
offers to make food more affordable and
make customers want to buy it.
Opportunities Threats
Amazon Go- Could give out promotion An average less than 20% of Uk
materials near there or put a Wholly customers cancels their subscription within
Nutrious poster inside. 5 months. So Wholly Nutrious must find a
Customers interest in celebrity way to retain customers.
recommendation are considered valuable An external factor the government are
prior to the market research so its an calling on market leaders to review their
advantage as it spread awareness of the packaging because of complaints from
brand and encourage people to buy and consumer. So the packaging of the products
Wholly Nutrious food boxes must be environmentally friendly.
Have Wholly’s products in Morrisons Amazon go, an checkout-less food store
store and on their website to attract more in London where customer can experience a
customers faster way of shopping by downloading the
Offer discounts to loyal customers to app, doing their shopping and leaving the
retain them and keep them buying the store without going to a till. The app logs
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