The company Hellofresh. Global and mobile marketing (PDF)

Seminar paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3, AFUM Akademie für Unternehmensmanagement GmbH, language: English, abstract: 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 20EUR discount on the first ordered box and 5EUR 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.