the meal kit industry in UK

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Posted on February 22, 2022

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Project Desciption

The grocery industry has been facing a steady decline over the previous few years as people became busier and cooked less at home. One industry that aimed to address this decline and encourage people to cook at home was the meal-kit delivery industry. However, even they were struggling with consumer acquisition and retention.

This trend changed in 2020 when the COVID19 pandemic forced people to stay indoors, and hence, cook at home. The meal kit industry in the UK saw a huge boom in demand. The demand persisted as the UK faced multiple lockdowns and restrictions.

However, some argue that when things go back to normal and consumers would not face any restriction, the meal kit industry will slow down. Even before the pandemic, consumer retention was a major issue for this industry.

Imagine that your group is the product team for a large meal-kit delivery company in a different country, that now wants to enter the UK market. You not only have to contend with many well-established competitors but also a potential change in consumer behaviour in the future.

Your task is to prepare a launch plan for your product. Your presentation should include the following information

product design

Guidance

1. What is a meal-kit delivery company?

These companies send consumers pre-packaged ingredients for specific recipes. You can check out the following companies in the UK to get an idea:

https://www.hellofresh.co.uk/

Product design: Describe the core, actual, and augmented product. If you are introducing multiple variants of your product, you can specify that. You also need to discuss about your branding elements such as brand name, logo, tagline, color etc. Most importantly, you need to say how the product and branding is consistent with your positioning and the needs of your target segment.

positioning:the ultimate fresh and healthy food

target segment:high income group

Requirements: 800words

Requirements: 800words

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