Digital Marketing Freshii Company
To come up with the research about the Freshii Company I conducted the research by obtaining data from the website of the company and other materials. I collected the data from secondary materials and passive primary sources. Company scan History of Freshii Company In 2005, Matthew Corrin who is a Canadian founded the Freshii Company. He was 23 years and he was working in New York when he was inspired to add magic to the fresh food business by developing an appealing brand to the fresh, healthy casual food business which was a bit like Starbucks branded the coffee bean. Matthew had a goal and aim of helping the people to live a better, healthier and longer life by enhancing and improving the way people eat; and to make food which is healthy, convenient and affordable.
1 million annually. This revenue is ranked as the 9th among its top ten competitors. The average revenue of the top ten competitors is 310. 2 million. The number of employees in Freshii Company is estimated to be five hundred people around the world. There are various external factors that affect the Freshii Company, these factors include competition from other companies that offer the same kind of food, government or political regulation, change in consumer taste and preference, and demographical factors. Freshii Company faces competitive factors which affect their effectiveness; these companies that compete with Freshii Company include Chopt, Just Salad and Protein Bar. All these companies that act as threat or compete with Freshii are all in the restaurant sector dealing with food stuffs and they generate high revenue than Freshii.
Another factor is the change in customer taste and preferences, this affects the company because when the customers shift their taste and preferences they will opt to consume other products from different companies thus affecting the profitability rate of Freshii Company. Government policies or regulations also affect Freshii such that they implement policies and regulations that affect and limit the productivity and profitability of the company especially regulations that control the amount of calories that companies should produce. The category of the kids menu is at its second stage which is the growth phase. The products under this category are characterized by a high and strong growth in the sales and profit aspects; therefore, the Freshii Company can begin to obtain the benefits from economies in production scale, in the profit margins and also as the entire amount of the profit will improve.
The company now has the opportunity to invest a lot of money in the promotional activity in order to maximize growth potential stage. SWOT Analysis of the Product The SWOT analysis refers to the strengths, weaknesses, opportunity and threat of a business or a product. The kids menu available in the Freshii company menu has strengths, weaknesses, opportunities and threat in the outside market or in the competitive business. Target market segmentation include four segments which are; demographic, geographic, behavioral and psychographic segmentation. I researched the locations where the Freshii Company has developed its store. Demographically, the products are produced for all the people from all over the world regardless of the age, gender, income, nationality, education and all other factors.
The company offers healthy meals that are affordable to all the people in the world since the prices are low. In terms of lifestyle, the company offers meals that are healthy such that are recommended to all the people despite the lifestyle. The use of social media platforms to create the brand awareness has enabled the company to reach to very many customers. For instance, the company use Instagram platform to introduce new items on the menu and the company is also able to receive immediate feedback from their customers regarding the new items or products offered. These immediate feedbacks from the customers allow the company to make adjustments where possible in order to satisfy the needs of the customers and avoid disappointing the customers.
Also the Freshii Company also uses the mobile application to advertise its brand, the customers also utilize the mobile application to improve and enhance their experiences of Freshii which improves the brand loyalty and the frequency of the order. The last marketing strategy that Freshii Company uses is the local advertising. The Freshii Company and its franchise partners also benefit from the use of the mobile application such that they are able to use the application to prepare pre-ordered meals during off-pick hours; this increases efficiency and enables the restaurant to serve more customers when the peak is high. The company’s marketing and operation teams are able to utilize the company’s valuable data that is collected from the mobile application to shape the company’s store-specific marketing strategy and also they are able to communicate with the customers.
The implementation of the mobile application helps the company to increase the order frequency; brand loyalty and the customer spend. The Freshii Company has a new strategy of marketing their menu; this involves the deal that the company made with the Air Canada such that the company will be able to gain a new avenue for distributing its menu items on flights. Three menu items of the Freshii restaurant will be available through the airline’s paid onboard menu in the North America flights; this will include two kinds of food for lunch or dinner and one item or food for breakfast. Just like the place, product and promotion, the price also has a profound effect on the effectiveness and the success of the business.
The Freshii Company uses the economy strategy when determining the price of the meals. The economy strategy allows the company to attract customers by offering low prices on the meals. The use of this strategy allows the company to minimize the marketing and the production cost in order to offer low prices of the meals. The outcome of using this pricing strategy is that the customers are able to purchase the meals they want without frills. The company also uses mobile application to effective but I think they can achieve more or be more successful when they implement other marketing strategies. The company can consider using event marketing, since this research concentrates on kids meal, the company should consider organizing event for the kids to participate and at the same time promote its products.
The company can also consider partnering with other event organizers to hold events for the children thus they will have the opportunity of selling the kids meal to those who attend the event. Also the company should focus more on digital marketing by using social media to market its products; the use of social media platforms and also the use of television to advertise the products will increase its sales. Since the product involves kid meal, the company should advertise the meal with appealing and attractive picture which will attract the kids in liking the meals advertised. Freshii Company just like other companies that offer fast foods, produce foods that are consumed by different people. Freshii is different and unique because it offers foods that are healthier and affordable for all the people across the world who are from different social class.
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Among the benefits of the heavy investments in marketing ideas that are based on the web including the creation of the firm’s website are the increased number of customers as well as the emergence of new markets in the growing business world. This report focuses mainly at proposing a plan on digital marketing that can be implemented by Ibis North Point Hotel in Hong Kong. Ibis North Point offers modern accommodation on Hong Kong Island, less than a minute's walk from North Point MTR Station. It offers free Wi-Fi in all rooms and a front desk operating for hours. The hotel industry is considered as one of the most dynamic sectors in the world’s economy in terms of transactions and turnover.
Knowledge on the customer’s current needs promotes cross selling and up selling of solutions which customers can easily accept because of their previous engagements with the firm. Recommendations Adoption of digital marketing by Ibis North Point Hotel will be vital in enabling the firm in attraction and retaining of the huge client population, promotion of maximization of profits as well as increase of its market share in an increasingly competitive business environment characterized by availability of adequate information to customers about the market. It is recommended that digital marketing is adopted by the firm considering that it is one of the economical and fast-growing solutions vital in enabling firms in attraction and retention of customers from across the globe. Adoption of digital marketing is highly recommended for Ibis North Point Hotel because it will facilitate ease of message delivery to its potential clients enabling it attract and retain more customers (Leeflang et al.
Also, adoption of digital marketing is vital for the firm particularly considering the pressure of the current global economy requiring firms to implement the most appropriate marketing approaches available and most of such deals are obtained from the internet. Also, in order to boost, the online exposure of its website the firms can utilize some Google tools like the Google local. Social marketing is gaining popularity as an online marketing strategy attributing to the increasing use of internet by the digital generations and by young people to get information. Successful deployment of social media ensures free accessibility of the firm’s information while at the same time the firm is able to get instant feedback from its potential customers. Social media marketing promotes use of multiple activities that integrate social interaction, technology as well as creation of audio, words, videos and pictures leading to establishment of connectedness between the customer and the firm.
Also, it is detrimental in promoting the involvement of customers in the performance of the firm’s activities as well as maintenance of openness. Content advertising through of various channels such as YouTube, Twitter and Face book will be done aimed at ensuring that two-way communication between the firm and customers is achieved. Consequently, it will lead to increased football-struggle vital in attraction and retention of new clients. Objective strategy Tactics Months KPI Marketing Media 1 2 3 4 5 6 7 8 9 10 11 12 Get new clients Website creation O O O O Online presence SEO Google O O O O Clicks Social media marketing O O O O O Likes Sales increase Emailing O O O O O O O O Conversion Rate Two way communication promotion Content advertising YouTube O O O O O O O Views Twitter O O O O O O O O Tweets Face book O O O O O O O O Likes References Tiago, M.
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