Summary Once it\'s finished, this wilt-be an Integrated Marketing Communication Plan for the company Good Food (www.makegoodfood.ca). The plan will cover specific marketing communications strategies for the Canadian market, with the objective of designing a course of action for increasing awareness of the brand and driving sales of meal kits up. Background Research Meal Kit purchases are a new alternative to grocery shopping and meal preparation. This kind of service is targeting consumers who do not have time to shop for groceries, go to restaurants or order from foodservice for themselves. Websites with home food delivery services deliver ingredients with easy recipes straight to consumers. Those websites feature high quality images of foods with flavor profiles of all kinds, and allow for adjustable delivery times at the consumers\' convenience. Good Food company was created by Jonathan Ferrari, Neil Cuggy and Raffi Krikorian, in 2014 Good Food, 2017) They wanted to change the way Canadians cook. They were passionate about both food and technology from a young age, they have put their finance backgrounds to use in a new venture aiming to challenge the status quo in the food industry. Born out of a goal to get more people preparing delicious and healthy meals at home, today Goodfood is a team of more than 150 people delivering meals kits monthly across Quebec, Ontario and the Maritimes(Good Food, 2017), After only three years of operation, Goodfood is now one of the biggest Canadian subscription delivery services with more than 200,000 boxes delivered each month. (Good Food, 2017), Meal Plans Offered: There are 3 types of \"baskets\": Classic Basket, Vegetarian Basket, and Family Basket. Each basket offers 2, 3 or 4 recipes with 2 or 4 servings for each recipey/Good Food, 2017) Type of Recipes Servings Basket Price per Basket $82.00 $ 65.00 $120.00 $ 78.00 $ 150.00 $ 78.00 $ 59.00 $108.00 $ 78.00 $ 115.00 $ 140.00 Price per Serving $ 10.25 10.83 $10.00 $9.75 $ 9.37 $ 9.75 $9.83 $ 9.00 $9.75 $9.58 $ 8.75 4 Classic 4 4 2 Vegetarian Family3 4 Table 1 -Meals kits plans available at www.makegoodlood ca
Summary
Purpose of the research is to develop an Integrated Marketing plan for the company ( Good food).This research can give a positive insight which will comeup with a plan which can meet the strategic marketing requirements for their Canadian market. This will also provide objective oriented program which can design course of action to increase the awareness of brand towards the customers and to drive sales of the product ( meals kit)in the market.
Background:
Mealkit Kit is a product which is an effective alternate for gorcery shopping where people have less to spend on prepration of food.This will help customers to save their time for cooking themself and to gorestaurants to go and orer food.Through the website customers can place order easily and it will get delivered to their doorsteps witheasy recepies.The website also has features of high quality images, profiles of flavor where customers can browse according to their preferences and chose products easily.
Good food company was started by Jonathan Ferri, Neil Cuggy,Raffi crickorian in 2014 with an idea of easing customers effort in cooking.All the founder are passionate about cooking and technology since their early age and they wanted to create a venture which can offer customers with a easy platform to cook their food which is healthy and delicious.Good food team has current employee strenght of 150 passionate people whoc can deliver kits across selected Canadian cities.
Homework Sourse
