Increasing Market Share for HelloFresh in Canada: A Strategic Marketing Plan

Issues Thwarting Competitors in the Meal Kit Category in Canada

The senior management team at HelloFresh believe that the three main issues thwarting market-share gains for any given competitor in this category in Canada, especially on the desired metrics of consumer adoption (consumer starts ordering from us instead of competitors) and consumer retention (loyalty; consumer continues ordering from us over competition)–both required for establishing and growing market-share of the category:

1) Perception of High Price per Meal (PPM): Consumers believe, often incorrectly, that the price/meal is higher from a meal kit than if ingredients. were purchased separately, individually.

2) Perception of Excessive Packaging: Consumers believe, often incorrectly, that the amount of packaging required for meal kits is greater than if ingredients were purchased separately, individually.

3) Lack of Differentiation Within Category: Consumers are challenged to understand or perceive any real differences between the competitors in the category, and are therefore less loyal to any give brand, creating high levels of competitiveness (typically with price or promotions) within the category.

HelloFresh™ (HF) entered Canada in 2016, offering to Canadian consumers what it had offered successfully for four years in the US market. HF attempted to differentiate themselves  in  the  Canadian market by:

1) Being especially Vegan, Vegetarian friendly.

2) Offering wide -spread distribution (place) to non-urban Canadian geographies and urban cities alike (if you live in a smaller town or rural environment, HelloFresh is often the only option, if there are any at all)

3) Sourcing local and using Canadian-grown, Canadian-farmed foods in their Canadian meal kits.

4) Having beginner-friendly, easy-to-understand, simple recipes. 

5) Offering reusable, recyclable, CO2-considerate packaging 

In 2018, HelloFresh Canada acquired Montreal-based Chef’s Plate–a strategic move undertaken to increase their market share to a market -leading goal of 60% in Canada, with combined projected revenues of approx by end of December 2019. This merger was projected to increase consumer familiarity, market-share, as well as allow for economies-of-scale that would decrease PPM to just over 8$ on average. The Canadian HF marketing team reports that while they tried valiantly to differentiate their brand (above)on many variables, Canadian consumers are largely unaware of these differentiators, or can freely recall only 1/5 (though this varies significantly consumer-to-consumer).

Further, new entrants and decreasing PPM through market consolidation, economies-of-scale has created supreme price-sensitivity among consumers in this category, and only contributes to the often-incorrect notion that meal kits are expensive (why else would competitors have to fight on price?!). Pricing wars and heavy pricing promotions have put downward pressure on consumer loyalty and increased attention paid to PPM on the part of consumers–factors that in turn increase the cost of consumer acquisition, and decreases consumer retention to HF, significantly.

The Executive Marketing Team at HelloFresh™ Canada has hired you to help them with their goal of  Gaining market share (and sustained, differentiated leadership) in Canada. Put together a complete strategic 1-year marketing plan for HF Canada to help them increase their market share through significant differentiation amidst rigid competition and ongoing new entrants in category.