Easy Eats Meal Kit Marketing Launch Report 2017

Table of Content

No. Content Page No.

1. Introduction

1.1 About Easy Eats 3 - 4

1.2 Segmentation, Targeting, and Positioning of Easy Eats

2. Marketing Mix of Easy Eats

2.1 Product and Services

2.2 Price 5 -
2.3 Place

2.4 Promotions and Marcom Activities

3. Advertising Strategies

3.1 Online Advertising

3.2 Social Media Advertising

4. Conclusion

5. References

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 Easy Eats Meal Kit Marketing Launch Report 2017

1. Introduction

1.1 About Easy Eats

Easy Eats is an all new ingredient-and-recipe meal kit service which goes by the tagline
of Making It Easy For You. As of now, Easy Eats would only be operating in the Klang
Valley region of Malaysia. The meal kits on sale would be of Malaysian Chinese cuisine.
They contain fresh ingredients and recipes that must be cooked by consumers using the
pre-ordered ingredients.

1.2 Segmentation, Targeting, and Positioning of Easy Eats

Segmentation

Easy Eats market segmentation are divided as follows:

- Geographics

Easy Eats are targeting individuals from urban and high traffic areas like the Klang
Valley region. As of now, all promotions and services would be concentrated only in the
cities of Kuala Lumpur and Petaling Jaya.

- Demographics

Easy Eats targets mainly young Malaysian Chinese parents who have working careers
and families to look after but still wanting to cook at home. Our target audience would
be from a middle social and income class with approximately RM 8,000 to RM 10,000
household income per month.

- Psychographics

Easy Eats focuses on its psychographic in order to satisfy potential customers by

catering to their interests in cooking and making their own Malaysian Chinese cuisine
meals with their family or friends even if they have busy working lives. Therefore, Easy

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Eats offers great quality products and services in order to allow our potential customers
to experience satisfaction after buying our product.

- Behavioral

Easy Eats target audience will have a high spending power during special occasions
such as festive celebrations. They tend to cook during special occasions like festive
celebrations for their family, friends or guests to indulge together. They would purchase
Easy Eats meal kits as the company offers a wide range of recipe choices and is also
highly convenient with delivery services and quality fresh ingredients alongside an
easy-to-follow recipe as well.

Targeting

Easy Eats target market segments is concentrated marketing, which is also known as
niche marketing. This is because Easy Eats creates its own products that targets its
appeal to a small and specific segment. The specific segment is young Malaysian
Chinese parents from a middle income class, who have working careers and families to
look after. Easy Eats have only one product category which is Malaysian Chinese
cuisine. Having our resources aiming to only one category allows the company to be
highly appealing and desirable for our chosen segment. For example, under Easy Eats
Malaysian Chinese cuisine category, Easy Eats has numerous recipes such as Yam
Rice, Hainanese Chicken Rice as well as other recipes that aims to target our potential
customers taste buds and cravings for the Malaysian Chinese cuisine.

Positioning

Easy Eats will be known for its high quality foods and also the convenience provided for
its customers. Quality and convenience is the main selling point of Easy Eats as we
promise to provide the best quality in terms of offering fresh groceries that comes in
daily deliveries to our customers. Furthermore, Easy Eats also highly prioritise the
convenience of our customers. Therefore, we have curated a set of deliciously easy

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Malaysian Chinese recipes in order for our customers to enjoy a homecooked meal with
family, friends or guests without getting out of the house.

2. Marketing Mix of Easy Eats

2.1 Product and Services

Introducing of New Recipes Every 3 Months

Easy Eats will be launching new recipes (while retaining some popular recipes) every 3
months. By doing so, we are able to attract new customers while at the same time
retaining existing customers and maintaining customer loyalty. By doing so, we are able
to let our customers try something new which would keep them both happy and
delighted with the change in menu.

QR Code on Easy Eats Recipe Card

On Easy Eats recipe cards which are given out for free together with every purchased
meal kits, there would be a QR code. All Easy Eats member has to do when they want
to cook the meal kits purchased would be to scan the QR code present on the Easy
Eats recipe card at the mobile app. Then they will be greeted with an easy-to-follow
step-by-step cooking guide video, which aims to guide member to cook their meal kits
with much ease.

Diagram 1: Mock-up of a QR code present on Easy Eats recipe card.

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Packaging of Easy Eats Meal Kits

Easy Eats meal kit would be packaged in a premium cardboard box lined with ice
packs. By doing so, we are able to keep the content of the package staying fresh during
delivery. All items would also be neatly packed in the box. In addition, all meal kits
would also include nothing but quality fresh ingredients and a suggested recipe that
would be easily comprehensible and to follow along when cooking as well.

Easy Eats Delivery Services

Easy Eats provides 2 type of paid delivery services. Firstly, customers are entitled to a
standard delivery fee of RM 5, this allows them to receive their paid package within 24
hours. However, customers can also opt for the premium delivery which costs RM 10,
this allows them to receive their paid package within 4 hours instead. Easy Eats
delivering hours will be from 10am to 10pm daily, including public holidays.

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Easy Eats Product Mix

Easy Eats product width is Malaysian Chinese cuisine and its product length and depth
would be detailed as follows:

Product Length Product Depth

Rice Recipes Hainanese Chicken rice and Yam rice

Porridge Recipes Chicken porridge and Beef Porridge

Noodle Recipes Char Kuey Teow, Penang Hokkien Noodles, Laksa Sarawak,
Chilli Pan Mien.

Meat Recipes Sweet & Sour Meat*, Braised Meat*, Marmite Meat*, Steamed
Meat*, Black Pepper Meat*, and Stir-fry Meat*, Nyonya Curry
Meat.

Seafood Recipes Classic Steamed Fish, Assam Steamed Fish, Honey Walnut
Seafood*, Spicy Chili Seafood*, Garlic Butter Seafood* and
Kung Pao Seafood*.

Vegetarian Recipes Stir-fry Vegetables*, Vegetarian Ma Po Tofu.

Note: *Consumer are able to customise their meat, seafood, and vegetable choices.

Table 1: Easy Eats Product Mix

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2.2 Price

Pricing Strategy

Easy Eats will use the price skimming as our pricing strategy. The company will set a
high initial price for Easy Eats products and services. Easy Eats intends to have a 15%
increase in price when the company is in its initial launching state as the company is in
the first stage of the product life cycle (Introduction) which makes our products and
services new to our targeted potential customers. In addition, our company offers quality
products, in terms of packaging, ingredients and convenience. This, it would also be
one of the reasons why our price range is high.

Next, the price skimming strategy also involves the lowering our company's products
price after a certain period of time. Therefore, when the demand of Easy Eats initial
consumers (who are willing to pay for a high initial price) are satisfied, our company
moves on and will then lower the price range of our products down over time to its origin
price in order to attract customers that are more price sensitive.

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Diagram 2: Product Life Cycle.

Itemized Pricing

Categories Recipes Customization Price (2 Pax) Price (4 Pax)

Rice Hainanese Chicken White Rice RM 20.00 RM 38.00

Recipes Rice Brown Rice RM 25.00 RM 48.00

Yam Rice White Rice RM 13.00 RM 24.00

Brown Rice RM 18.00 RM 34.00

Porridge Chicken Porridge White Rice RM 17.00 RM 32.00

Recipes Brown Rice RM 22.00 RM 42.00

Beef Porridge White Rice RM 23.00 RM 44.00

Brown Rice RM 28.00 RM 54.00

Noodle Char Kuey Teow - RM 10.00 RM 18.00

Recipes
Penang Hokkien - RM 10.00 RM 18.00
Noodles

Laksa Sarawak - RM 10.00 RM 18.00

Chilli Pan Mien Chicken RM 15.00 RM 28.00

Beef RM 21.00 RM 40.00

*Customizable noodle choices: Kuey Teow, Yellow Noodles, Rice

Vermicelli (Bi Hun), Pan Mien, Hokkien Noodles, or Ho Fun Noodles.

Meat Chicken Without Rice RM 18.00 RM 34.00

Recipes With White Rice RM 20.00 RM 38.00

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With Brown Rice RM 25.00 RM 48.00

Beef Without Rice RM 24.00 RM 46.00

With White Rice RM 26.00 RM 50.00
With Brown Rice RM 31.00 RM 60.00

Seafood Steamed Fish*/ Without Rice RM 21.00 RM 40.00

Recipe Prawn Recipe/ With White Rice RM 23.00 RM 44.00
Squid Recipe With Brown Rice RM 28.00 RM 54.00

*Customizable fish choices: Sea Bass, Red Snapper, Black Pomfret,

Yellow Croaker, Trout, or Halibut.

Vegetable Vegetarian Ma Po White Rice RM 10.00 RM 18.00

Recipes Tofu Brown Rice RM 13.00 RM 24.00

Add on Stir Fry (Only eligible with a RM 0.80 RM 1.50

Recipe: minimum purchase
Bak Choi/ of one meal kit.)
Kangkung/
Cabbage/ Spinach/

All Easy Eats recipes (except the noodle recipe) will include a free customizable Stir
Fry Vegetables dish.

Table 1: The initial price of Easy Eats meal kit.

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2.3 Place

Easy Eats is an all-meal service kit that delivers to your doorstep, which starts off from
ordering on our online website www.easyeats.com.my and our Easy Eats mobile
application. The online website and app is made in convenience for our customers
whereby they could make meal kit bookings and browse through the recipes Easy Eats
has to offer. Through the website and the app, Easy Eats will be able to deliver to
urbans areas like Klang Valley, primarily in Kuala Lumpur and Petaling Jaya.

Diagram 3: Easy Eats logo and mobile application icon.

Diagram 4: Easy Eats step-by-step ordering process.

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 Easy Eats Meal Kit Marketing Launch Report 2017

Diagram 5: Mock-up of our companys website, www.easyeats.com.my.

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Diagram 6: Mock-up of Easy Eats application layout.

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Diagram 7: Mock-up of Easy Eats application layout on mobile devices.

Diagram 8: Mock-up of Easy Eats application layout on laptops and desktops.

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2.4 Promotion and Marcom Activities

Easy Eats Launching Promotion

- Promotional Showcase

The launching date for Easy Eats as a company would be on 2nd December 2017.
However, our promotional showcase would last 2 days, from the December 2nd to
December 3rd 2017, from 10 a.m. to 10 p.m. Easy Eats main promotional activity would
be to conduct promotional showcase in high traffic malls in the Klang Valley region. We
have chosen Mid Valley Megamall and One Utama as our showcase locations in order
to effectively reach out to our target segment - working parents who enjoy cooking at
home.

The promotional showcase would consists of 3 interactive activities. Firstly, there would
be a cooking demonstration by Linda and Paul from Malaysian Chinese Kitchen (Easy
Eats brand ambassadors, food blogger and social media collaborator). She would be
cooking special occasion dishes, in conjunction to the Winter Solstice Festival that our
potential customers could make at home to celebrate the upcoming Winter Solstice
Festival. This is to highlight that Easy Eats provides their customers versatile recipes
that are suitable for the festive sessions.

After the cooking demonstration, audience present at the promotional showcase would
then be given a chance to have a taste-testing session of the food our Easy Eats brand
ambassadors (Linda and Paul from Malaysian Chinese Kitchen) have made before.
From this, Easy Eats could potentially garner the interest of its target segments who
enjoys cooking at home.

After the taste-testing session, the audience will then be able to have a DIY Easy Eats
Cooking Experience as the last promotional showcase activity. This activity aims to let
the audience to try making their own meal using the recipes and ingredients from our
companys meal kits. By doing so, our potential customers would know that Easy Eats
provides the sales of nothing but quality ingredients and easy-to-follow yet delicious

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meal kit recipes. Furthermore, the first 300 people who participates in this cooking
activity would be able to receive a special free meal kit delivered to them the next day
on their door step after they have registered as an Easy Eats user. In addition, Easy
Eats will give everyone who attend the showcase a sample of glutinous rice ball as a
door gift to highlight the Winter Solstice Festival.

Easy Eats Long Term Promotion Plan

- 10% off First Purchase

First time customers who sign up to become a member for Easy Eats services will be
given a promo code as a welcome gift so that the customer can enjoy a 10% discount
off their first Easy Eats purchase.

- Easy Eats Rewards

Easy Eats will also engage in a point and reward system in which every RM 1 spent on
any Easy Eats product, 1 point would be earned by the customers. Once they reach 500
points, they are eligible to redeem a free 4pax meal kit that would be worth RM 40.

- Free Delivery Services Above RM 100

Easy Eats would charge a standard RM 5 for delivery services. However, Easy Eats
customers can take enjoy free delivery services with a minimum purchase of RM 100 in
their final bill.

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3. Advertising Strategies

3.1 Online Advertising

Google AdWords

Easy Eats will use Google AdWords to buy keywords for Easy Eats in order to appear
on the top spot when our keyword are being searched. The keywords that we have
chosen are meal kit, delivery, home-cooked, easy, and Klang Valley.

Google AdSense

Easy Eats will be having banner ads using Google AdSense to advertise our showcase
and company. According to Agrawal (2015) many bloggers and advertisers uses
AdSense because it is the best and most effective program compared to the other
advertising network. Easy Eats will place the banner ads in Malaysia food recipe
websites and food bloggers website such as Malaysian Chinese Kitchens blog.

- Examples of Easy Eats banner advertisements are as follows:

Diagram 9: Mock-up of a banner advertisement for Easy Eats Promotional Showcase.

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Diagram 10: Mock-up of an Easy Eats promotional banner advertisement.

Pricing Model

The pricing model will be Cost Per Action (CPA) where Easy Eats only pay when there
is a desire acquisition occurred. There must be a sales transaction between the
consumer and the advertisers by clicking the advertising link or banner ads in the
Malaysian food recipe websites or food bloggers website. Therefore it reduces the risk
of paying advertising without any profit in return.

3.2 Social Media Advertising

As of now, there are over 3 billion internet usersand over 2 billion of them have active
social media accounts (Copp, 2016). Based on research conducted by the Texas Tech
University (2013), it was concluded that brands and businesses with active social media
profiles have more loyal customers. Therefore, we have decided to advertise Easy Eats
on social media platforms as according to Douglas Karr from MarTech (2016), social
media advertising is projected to generate $11 billion in revenue this year.

Facebook Advertising

Easy Eats targeted Facebook to place our social media advertising as it is one of the
most people-saturated social media site to date, with approximately 1.94 billion monthly
active users (Newberry, 2016). Furthermore, according to Matchcraft (2015), 71% of
Facebook users are adults (who are Easy Eats primary target audiences
demographics), resulting in great advertising opportunities for new companies or even
established businesses. Therefore, we decided that Easy Eats would set up an official
facebook page so to use this page as a platform for our corporate advertisements. By
doing so, we are able to update potential customers about our newer products and
services our company has to offer. Our potential customers have a page to interact and
engage with our company.

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Our company will also upload short corporate promotional video ads, carousel and
banner ads on our official facebook page. Furthermore, in order to advertise Easy eats
as a company, we would livestream the launching promotional showcase in order to
expose the public about Easy Eats as a brand. Not only that, during the showcase, we
would also regularly upload professionally taken pictures of the showcase in order to
update our social media followers, about the event. This is so that easy eats would be
trending online and be more aware by the public, and by our target market.

In addition to that, there would also be regular banner and carousel ads on Easy Eats
Facebook page. The ads would consists of a brief introduction of Easy Eats
background and its products and services. The carousel and banner ads would aim to
showcase the popular and newest recipes of our meal kits, as well discount codes
during our promotional period.

Food Bloggers and Social Media Collaborations

We have decided to advertise Easy Eats by having collaborations with well-known

Malaysian Chinese cuisine food bloggers, Linda and Paul from Malaysian Chinese
Kitchen. We decided to have Linda and Paul as Easy Eats brand ambassadors as they
would be have to make special appearances and be present for Easy Eats promotional
showcase launch.

Furthermore, since Malaysian Chinese Kitchen has a strong social media presence,
such as its own food blog, linked Instagram account and YouTube channel, Linda and
Paul as Easy Eats collaborators would have produce regular write-ups, social media
postings, and written or video reviews regarding our companys existing or new
products (recipes) and services on their blogs and their official social media platforms to
persuade their followers to try out our meal kits. By doing so, Easy Eats will be more
recognised by the public, and at the same time corporate sales are boosted.

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4. Conclusion

In short, this is a report about Easy Eats first ever marketing launch. In this report, we
as a team has deduced our companys STP as well as its marketing strategies and
communication tools. Therefore, we hope that the launch of Easy Eats would be a
success and potentially make a mark on the Malaysian Food & beverage (F&B)
Industry.

5. References

Agrawal, H. (2015) Why Google AdSense is the Best Advertising Program For Your
Blog. Link:
https://www.shoutmeloud.com/why-google-adsense-is-best-advertisement-program-for-
blog.html [Accessed: 14.07.2017]

Bell, T. (2013) Establishing Brand Loyalty through Social Media. Link:

http://www.depts.ttu.edu/comc/research/outpost/blog/brand-loyalty.php#sthash.GymG5
BDh.dpbs [Accessed: 20.07.2017]

Copp, E. (2016) 10 Benefits of Social Media for Business. Link:

https://blog.hootsuite.com/social-media-for-business/ [Accessed: 20.07.2017]

Karr, D. (2016) Brief History of Social Media Advertising. Link:

https://martech.zone/brief-history-social-media-advertising/ [Accessed: 20.07.2017]

Malaysian Chinese Kitchen. Link: www.malaysianchinesekitchen.com [Accessed:

14.07.2017]

Matchcraft (2015) 5 Benefits that Facebook Advertising Can Bring to Your Business.
Link: https://www.matchcraft.com/5-benefits-facebook-advertising/ [Accessed:
24.07.2017]

Newberry, C. (2016) Social Media Advertising: The Complete Guide. Link:

https://blog.hootsuite.com/social-media-advertising/ [Accessed: 14.07.2017]

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