Scramble Industry Target People Strategic Analysis Project Assignment we are workong in strategic analysis project our client is the scramble this is thei

Scramble Industry Target People Strategic Analysis Project Assignment we are workong in strategic analysis project

our client is the scramble this is their website https://www.thescramble.com/family-dinner/

we suggest the company to targeting specific segments

so we suggest to target peole who follow specific diets

but, we need to provide the cilent the following questions:

1-what are the pros and cons of targeting people who fellow specific diets?

2-Who would they be competing against?

3-Whatare the trade-offs in going down this path?

I attached the presention slids to get an idea.

thank you. The Scramble
Avi, Ben, Modi, Shaimaa, Sehvrine
Contents
–
HelloFresh and Blue Apron
– Potential market?
Take advantage of low retention
Industry Analysis – Should Scramble Try Meal Kits?
Porter’s 5 Forces
–
Buyer power high
Supplier power high
Substitutions high
Competition moderate
Threat of Entrants high
HelloFresh and Blue Apron- Company Analysis
HelloFresh
Blue Apron
Orders/Customer
3.7
4.3
CAC
$94
$84.6
% of Sales Rev Spent on
Marketing
30%
25%
Customer Retention Rates
Data from year 2017 (Hello Fresh)
❖ Reasons for unsubscribing:
➢ Portion size/ price too high
➢ Novelty wears off
➢ HelloFresh 50% of new
customers leave within 1st
month
➢ By month 6 only 17% remain
subscribed
Effectively Utilizing Instagram to engage with
current/potential users
1. Creating user Generated content Social Media UGC Campaign
➢ EX. Scramble Chef of the
week
■ Featuring one user
generated recipe
■ Weekly feature on
Instagram, Twitter and
Facebook
Effectively Utilizing Instagram to engage with
current/potential users 2. How To Content
➢ EX. Tuesday Night Dinner
■ Features a short instructional video
■
■
Key Elements:
❖ Short Length
❖ Upbeat Music
❖ Simple Text
of how to prepare a quick dinner
meal
Focus on IG TV, cross-promote on
Facebook & website
48% of smartphone users are
more likely to buy from companies
whose mobile sites provide
instructional video content.
WHY USER GENERATED CONTENT
According to the Nielsen Consumer Trust Index,
➢ 92% of consumers trust organic, user-generated content more
than they trust traditional advertising.
❖ Reduces the likelihood of having insufficient resources
➢ Outsider perspective
■ Unique Content
❖ Increase SEO Rankings
➢ 25% of search results for the World’s Top 20 largest brands
are links to user-generated content.
❖
Attracting specific segment
Targeting Families With
Younger Children
Browse through hundreds of tasty recipes for kids
See photos plus helpful tips on how to present them
Targeting people who
follow specific diets
1-pros and cons of targeting people who
fellow specific diets
2-Who would they be competing against?
3-What are the trade-offs in going down
this path?
Recommendation
●
Develop sales and marketing strategy in effectively reaching younger families by tailoring
recipes to be inclusive of younger children.
●
Providing frequently updating collection of recipes with high-resolution photos and detailed
prepare instructions and ability for a customer to share cooking with other customers.

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