MARK 4360 Customizing the Relationship Policy

Group 5
EARLA
ESTER
KRISTINA
PIM
HANNAH
HEEYOUNG
What’s the Service?

Delicious and wholesome meals

everyone will enjoy

We provide our customers with easy-to-

follow recipes and fresh, high-quality
ingredients.
 Target Audience
what does they want from hel lofresh ?

Target Audience #1 Target Audience #2

Millennials : born 1981-1996 Gen Z : born 1997-2012

The relationship
-actively try to eat healthy.
-Food must be convenient and fast.
-Smartphone base.(easy to consume)
-value a healthy work−life balance
-extra time on personal lifestyles by reducing -career-driven and financially motivated
-favour job flexibility the unnecessary process(grocery) -prefer job stability and security
-Facebook, Twitter and LinkedIn, respond better to text- -short-form video communication,tend to favour
based and visual communication (images) platforms like YouTube and TikTok

Pim Millennials and gen Z in the workplace

Grocery delivery: HelloFresh users in Canada. (n.d.). Statista. Retrieved October 31, 2023
 Target Segments
Continued...
Each Target segment has different Value Proposition for different factors, which effects the way in which they decide to purchase things! This is important to us
when we are marketing to know what we should highlight, for what type of consumer.

Millenials Gen Z

Price sensitive - value for their money Sustainability - what are we doing to contribute
Customer service - how are we helping to the world?
them? Dietary restrictions - vegan / vegetarian ect...
Product selection -what different Social Media Prensence - how well known are
options and customizations are we we
offering? Price sensitive - value for their money
Word of mouth - referrals / our Brand Loyalty - can depend on referral /
reputaion personal preference

Hannah Morin
 Service Concept Receive fresh ingredients at your door

The Value Proposition / Offering Special Customization

in 5 pillars • Choose the type of food
• Great tasting • Quantity of person
• Personalization • Add desert
• High value for money
• Convenience
• Enjoyable product experience

Special Pricing Communication / Content Moment Plan

Direct
• Online by email
Meal kit Delivery plans • Phone calls
• Cupon in kit meal
Indirect: web page, social media

Ester
 Life Events

Millenials Gen Z

• Anniversary proposition • Date night

• Birth of a child • Graduation
• Birthday party • Career changes/new offer
• Seasonal occasions • Moving to the new apartment
• Purchasing of a house • Engagement

Kristina
 Relationship Phases (Presented by Earla)

Relationship Policy Per Phase

(Peelen & Beltman, 2013)

Share Prices & Revenues over the years

Most Recent Price

(Oct 30, 2023): 21.15 EUR

Highest Share Price

(Nov. 21, 2021): 97.20 EUR

Lowest Share Price

(Dec 16, 2018): 5.825 EUR

(Source: Finance.Yahoo.com)

(Source: Statista.com)
 References

Millennials and gen Z in the workplace: Similarities and differences. EURES. (2023, March 2). https://eures.ec.europa.eu/millennials-and-gen-z-workplace-similarities-and-differences-2023-03-02_en#

Grocery delivery: HelloFresh users in Canada. (n.d.). Statista. Retrieved October 31, 2023, from https://www.statista.com/study/92965/grocery-delivery-hellofresh-users-in-canada/

Peelen, E., & Beltman, R. (2013). Customer Relationship Management. Pearson Education.

Statista. (n.d.). Revenue of HelloFresh worldwide from 2013 to 2022 (in million euros). Retrieve from, https://www.statista.com/statistics/655060/hellofresh-net-revenue-worldwide/