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HelloFresh - Entering the Jordanian Market: Marketing Plan

Zainab Halloush (20230111) & Joud

Princess Sumaya University for Technology

Principles of Marketing: 35101

Dr. Mohammad Al Haj Eid

January 11, 2024

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Executive Summary:

This marketing plan outlines the approach for HelloFresh to introduce its meal kit

delivery service in Jordan. We are pursuing the trend of fast and healthy food for busy

people, including families seeking gourmet inspiration. According to the results

identified from our research of Jordan’s environment and environmental trends,

HelloFresh is likely to succeed in expansion into Jordan because its target customers

are highly concentrated among Jordan’s population, as well as a high GDP. The

Jordanian market represents a vast opportunity for HelloFresh to increase its presence

on the global scale and earn from an increasingly apparent demand for convenient,

healthy food choices led by cultural values. This executive summary describes the

main reasons of this growth, summarizes market potential and proposes a strategic

plan for HelloFresh is positioning as one of leading players in Jordan. In order to

ensure success in its expansion to Jordan, HelloFresh will utilise the following:

Mixing traditional Middle Eastern and Jordanian food with more inventive

international flavours, tailored to the local palate. Working with local farmers,

producers and delivery platforms to ensure the ingredients are of optimum quality,

appropriate by culture and effective in logistics. Implementing these potentially

effective channels includes making use of social media, influencer partnerships and

local culinary collaborations that would be used to create awareness about the brand

and build excitement around it. Installing a dependable efficient supply chain along

with delivery network that guarantees on-time arrival of fresh ingredients. Providing

top-quality customer service and personalized advice to create loyalty and positive

word of mouth.
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Customer Analysis ( PISTOL):

Psychographics:

Values: Jane-Doe Identity Persona: Health conscious, convenience oriented, value

quality Ingredients and culinary exploration. Open-minded about all types of food and

interested in local delicacies.

Lifestyles: Busy professionals and families who do not have time to plan their meals

in advance or cook. Food- and social event-related value experiences.

Interests: This also entails cooking, healthy eating habits and trying out new recipes or

tasting it under the consideration that one might want to taste different cultures

through food. May be interested in sustainability, and want to buy goods made

locally.

Interests:

Hobbies: Family gatherings such as picnics, parties or outdoor events and holidays.

This could involve cooking programs or food websites.

Activities: Shopping at farmers markets, attending cooking classes and dining in

different restaurants.

Media consumption: Social media platforms such as Instagram and Facebook, local

food blogs online recipe sites. YouTube cooking channels interest.

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Social:

Social circles – People who like good nutrition but want it quick.

Family size: Mainly, couples and families with young children. Single professionals

looking for easy meal choice would also be a potential segment.

Cultural influences: Strong values of a family and food traditions.

Technology:

Comfort level: Used mostly to the online platforms and ordering. People use more

Smartphones and people are becoming aware of online payments.

Preferred devices: Online browsing and shopping are mostly done from smartphones

or laptops.

Online behaviour: Before deciding to buy, read research reviews, compare prices and

get in touch with social media contributions.

Operational:

Purchase decision-making: Focus on quality, convenience and price competitiveness.

Based on suggestions, include different recipes as well ingredient disclosure.

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Preferred payment methods: COD is popular, but customers are now beginning to

embrace online payment options like credit cards and mobile wallets.

Service expectations: It includes timely delivery of fresh, high-quality raw ingredients

along with recipe instructions and customer responsiveness in terms of their service.

Location:

Geographic location: In addition to online services, mainly concentrated on major

cities such as Amman Irbid and Zarqa where the disposable income is greater.

Demographics: 25-45 years old from middle to high income.

Delivery services: Another critical success factor is a partnership with established

delivery platforms or an effective in-house network.

Target Customer: 25-45 years old, medium salary working professionals interested in

healthy and easy meal options. These include families, busy college-students

consumers focused on health matters and those who are environment conscious’

children – indirect.

Needs: Avoid the wasted time in planning, buying and cooking meals. Find new

cuisines without the risk of spoiling food because ingredients have not been measured

accurately. Be a busy-professional or worker and still find time to cook healthy meals

for your family. Cooking details and simple recipes.

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Values: convenience, health, time management, variety and quality.

Objectives:

Brand Awareness: 70% awareness of the brand among target audience within six

months.

Customer Acquisition: 1 year after first 6 months get another 10,00 customers.

Customer Retention: 80% of subscribers are loyal for 3 months.

Revenue Growth: 1 million dollars should be generated in revenue as soon as the first

year.

Action Program (7Ps):

Product: The meal kits to be chosen should consider the flavour of Jordanians,

preferences of meals for target audience and new meals to find out customers’ tastes.

Wherever possible, the ingredients should be sourced locally.

Price: Offering competitive prices with discounts for those who subscribe first time,

offer on family-meal kits and various packages of subscription.

Place: Reach more people in a hassle free manner by allying with supermarkets, local

restaurants and online stores.

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Promotion: Promotion methods can include social media marketing, partnerships with

influencers, live cooking shows and supporting local events through sponsorship.

People: Assemble a professional Arabic-speaking customer support team that can

help. Monitor customer reviews frequently, especially during the first few months

based on client satisfaction.

Process: Make online ordering and delivery of meal kits easy, to have a fresh product

on arrival. Head to the HelloFresh website or app and select a meal plan based on

your dietary requirements and family members. It may also have such choices as

classic, vegetarian or family-style. Decide which meals and servings per week you

require. Choose the recipes that suit your chosen plan. Place your order. Confirm your

selected recipes and delivery date. Finally, HelloFresh will have your order delivered

in one of their insulated boxes that contains fresh pre-portioned ingredients for every

recipe.

They pack the box with ice packages that keep ingredients fresh while moving the

instructions indicate all main components. HelloFresh often gives guidelines for

recycling specific packaging materials.

Browse through new recipes the following week and order for the next delivery.

Physical Evidence: Quality packaging, good recipe cards and user-friendly website

app

Financial Forecast:

Revenue is estimated to increase from US 1 million -4million with market research

and analysis of competition performed, as well as a growth in subscribers ranging

between 10,00to3ommunicate over the next three years.

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Controls:

Monitor KPIs – website traffic, conversion rates; subscriber acquisition and retention

customer feedback results, brand sentiment regularly.

- Monitor visits, bounce rates and origin of the traffic source location for a website or

blogs to maximise user experience marketing campaigns.

- Watch the number of site visitors who convert into paying subscribers; find out what
points in the funnel are thinned and apply fixes to these bottlenecks.
- Monitor cancellations and their reasons. Increase retention through loyalty
programs, individual recommendations and prompt responses to customer issues.
- Monitor discussions occurring online and media articles to gauge perceptions of
brand, rectify negative comment as soon as possible.

Conclusion:

Jordan’s culinary scene is on the verge of an interesting transformation. It is that this

yearning arises, as residents of cities want to find convenient and healthy options.
HelloFresh is well positioned to become the trusted guide, and not only that a
provider of meal kits in this dynamic industry.

We provide much more than just a selection of fresh produce and leaflets telling you
how to make something from that. We present a gateway to the world of gastronomic
discovery, pre-configured for our Jordanian taste buds.
We cannot succeed in Jordan because we attempt to copy models from other places.
We develop our features deeply into each aspect of the HelloFresh experience
according to local flavour and lifestyle. Imagine enjoying some of that slow-simmered
Mansaf comfort along with the fun inventiveness in a Mediterranean styled lentil
soup. This is the culinary journey that we invite you to join us.
However, it is not just about making the gustatory senses all happy. HelloFresh aims
at improving lives. We support local farmers and producers who add them into the
fabric of our own story, creating a chain that ensures they do their part in helping
society live better by sourcing ethical ingredients.
More than eating delicious food, becoming part of HelloFresh in Jordan is a
movement you become involved with. We are the food lovers wanting convenience,
good quality and adventures. Through combined efforts, we will make a gastronomic
revolution in Jordan one good meal after another.
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HelloFresh has the potential to capitalize on the increasing demand in Jordan for
simple, yet healthy food solutions. With the help of our successful history, strong
personal brand awareness and custom-tailored strategies we will sure be a major
competitor in Jordan’s developing meal kit segment. We invite you to join us in the
joy that comes from making meal times simple and fun for Jordanians everywhere.

References:

1. HelloFresh, D. R. (2011). HelloFresh®: 16 free meals - free breakfast item for life.
https://www.hellofresh.com/
2.