ALEXANDER WHITEWAY + BRAND WORK

A HIGH LEVEL

VIEW OF

THE

PROJECT

THE ASK : 

 The 1.5 Billion dollar prepared meal plan and meal kit market is growing quickly, about %7 of its current size each year. Personal Chef To Go was one of the first to hit the market, ten years ago. They're looking to expand and they want to know where to put their money to see the kind of growth they're projecting - From $2 Million to $10 Million in 5 years time. 

THE PROBLEM : 

Personal Chef to Go's brand values were unclear, the consumer touch points were impersonal and outdated, and the target was a blur.

THE OPPORTUNITY :  

Personal Chef to Go was one of the first to provide a Meal Plan Delivery Service, ten years ago. They had a large menu, and their processes were all in-house - lots of flexibility here. 


 THE SOLUTION : 

Define a Brand Purpose and stick to a set of defined values to carry across through a 5 year internal core brand redevelopment and cohesive marketing plan that targets a specific category of consumers in a niche area of the Meal Plan Delivery Service Market. 

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The Work


THE RESEARCH : 


THE BRAND : 

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INDUSTRY RESEARCH FINDINGS : 

PRIMARY CONSUMER RESEARCH, 1-ON-1 INTERVIEWS : 

  1.  Meal Delivery Services is growing market - at an annual rate of 7%.

  2.  Amazon is currently a major threat. They have recently acquired Whole Foods and are now offering a meal delivery service themselves

  3.  The Retention rate is an issue for meal delivery services. Keeping consumers past the first meal experience is going to take more than quality food.  


COMPETITIVE ANALYSIS : 


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POSITIONING : 


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TARGET : 


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PURPOSE : 


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5 YEAR BUSINESS STRATEGY:


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YEAR 1 DEVELOPING THE BRAND VOICE COHESIVELY: 


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YEAR 2 - ORIGINAL CREATIVE CONTENT : 


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YEAR 3 - CUSTOMER EXPERIENCE ENHANCEMENTS: 


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YEAR 4 - MARKETING - SOCIAL MEDIA VIDEO CONTENT, GOOGLE AD WORDS : 


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YEAR 5 - TACTICAL DIRECTIONS / CONTENT EXPANSIONS : 


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MY CONTRIBUTION

Primary & Secondary Research

Targeting

5 Year Business Strategy

THE TEAM

Andrew Allen ( ST )

Miya Cheng ( CBM )

Mary Gray Johnson ( ST ) )

 
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