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ISABEL PANTER N0576578 FMBR30001 Stategic & Creative Solutions May 2017 Word Count: 2

CONTENTS CHAPTER

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-Introduction and Overview of Stage Two- 6 -Objectives-7 -The Concept-8 -The Rationale -9 -The Opportunity-10 -The Market-11 -Market Trends-12-13 -PEST- 14-15

-Background HelloFresh- 18-19 -The HelloFresh Consumer-20-21 -HelloFresh Brand Extensions-22-23 -Competition-24 -Methodology-25-28 -SWOT analysis-29

CHAPTER

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-Marketing Methods-50-51 -Event Marketing 52-53 -Social Media-54-56 -Charity-57 -Bloggers-58-59 -Other Marketing Methods-60-61 -Timeline-62

CHAPTER

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-Corporate Objecitives-31 -New Target Consumer-32-33 -The Box-34-35 -Ansoff Matrix- 36 -The Pricing- 37 -Perceptual Map- 38-39 -The Brand Look-40-41 -The Food- 42 -The Recipe Card-43-45 -The App-46-47 -The Website-48

CHAPTER

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-Financials-64 -Sourcing Finance-65 -Cost Breakdown-66 -Sales Breakdown-67 -Measuring the Success-68 -Future of the Brand-69 -Evaluation-69

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School of Art and Design

Fashion Marketing & Branding

FMBR30001 Project Declaration Project:

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.

signed .............................................................. print name ……………………………………………………………….. date .................................................................

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CHAPTER

-Introduction and Overview of Stage Two -Objectives -The Concept -The Rationale -The Opportunity -The Market -Market Trends -PEST 5

INTRODUCTION AND OVERVIEW OF STAGE TWO

This report forms the second stage of this project. It follows an in depth investigation into the question “How has the convenience culture changed the way we consume food”. This research- led assignment investigated the trend in the context of the food industry. It reviewed shift changes in both consumer behaviour and lifestyle and the way in which it affects the way we eat.

The Stage One report revealed a number of insights that were flagged using both primary and secondary research methods. Secondary research was undertaken using internet and magazine articles, books and documentaries.

These sources enabled us to outline the definition of convenience food, who the consumer groups are and which groups are more aligned with the convenience culture. We used primary research to reinforce the findings of the secondary research. These primary research methods included two focus groups, an online survey and observations made at numerous supermarkets and supermarket types from local convenience to hypermarket. Research observations made in Stage One have provided a good grounding for Stage Two. However, there were still gaps that needed to be addressed before a solid business plan could be formed.

Primary research in Stage One was broad, encompassing all social groups, ages and genders using a “snowball sampling method.” For Stage Two we needed to narrow the scope of reference for research and to focus on our target market (University “away from home” students). In Stage Two the secondary research needed to focus on supporting the final idea and concept.

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OBJECTIVES At the outset it is imperative that the key research objectives are outlined. It is also important that these research objectives are precise and achievable:

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Conduct desk research into the food delivery to consumer market and to access other companies that offer a similar service and product. To understand their levels of success or failure.

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Conduct field research into student and university lifestyle and its impact on student health and to access the appetite for the concept that will be presented

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To utilise the findings from the Stage One research project and to ensure that any plan or concept reflects the findings in the Stage One research

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To present a realistic plan, product timeline as well as a marketing and financial plan.

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Finally, to look at the next stage in the development of the concept.

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THE CONCEPT Utilising the resources of an existing food delivery company build a range extension to incorporate the needs and demands of the modern “away from home� University student. A student group which is a key contributor to the wider growth in convenience eating.

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THE RATIONALE In the Stage One online research it suggested 55% of people shop conveniently. A focus group undertaken with 16-25 year olds claimed that time saving and food wastage were two of the key factors as to why they choose to shop conveniently. The focus group which consisted of four people also established a demand for delivery boxes with 3 out of 4 people stating they would be interested in ordering one if they could get around some pre-existing flaws such as the constraints of being in for delivery and being flexible with the days that they have it delivered.

According to research done by Slimming World, 70% of people gained on average 2 stone whilst studying at University. This, as well as, reasons such as Freshers Flu, a significant rise in IBS symptoms, a more likely chance of getting ill and the high rates of student mental health problems allows an opportunity to provide students with the ability to cook healthy meals. A survey carried out by You Gov states that 1 in 4 people at University suffer from some form of mental illness, the most common being depression and anxiety. The Mental Health Foundation suggests that good nutrition is essential for our mental health and that a number of mental health conditions may be influenced by dietary factors. MIND charity recently launched a campaign that looked at how vegetables and fruit contain a lot of minerals, vitamins and fibre we need to keep us healthy both physically and mentally. They promote the correlation between healthy and regular eating and mental health.

The positive benefits to parents of University children is also an integral part of this and the knowledge that 3 days a week their child is having a healthy meal will be massively beneficial and a motivator for parents to fund this

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THE OPPORTUNITY The opportunity is to produce and market a Student Food Box that includes the ingredients you will need for an evening meal and lunch the following day in collaboration with Hello Fresh. The food kit concept offers time-poor people with a convenient and simple solution for their evening meal. In addition, they help to reduce food waste and can curb over-spending on ingredients.

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THE MARKET

This project was borne out of an understanding of the macro trend “Digital Connectivity”.

This can be defined as “A world in which consumers use many different devices to experience compelling new services that integrate video, voice, and data services to provide access and ubiquitous connectivity anytime and anywhere.” (Frost & Sullivan). The UK is a leading food fashion nation which according to the IGD has a market value worth of £179.1bn. The UK online food and grocery market is worth £10.5bn. The UK is the second largest online grocery market in the world after China. The he UK market also has one of the leading Fairtrade markets in the world. The food industry is Britain’s largest private sector employer, employing 3.9 million people across farming, manufacturing, wholesaling, retailing and other sectors. But what is the future of this market?

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MARKET TRENDS

TIME IS OF THE ESSENCE With the rise of the convenience culture, people are eating little and often and want the eating experience to be as efficient as possible. One reason for people now continually turning to convenience food is because of new businesses making the process in which we eat a lot easier. Companies such as Uber Eats and Deliveroo that have gone beyond your stereotypical takeaway and now deliver meals from recognised chains and local restaurants. Amazon Fresh is also an important new addition into the UK grocery market. The “Amazon effect” often drives our expectations as online shoppers. This is leading to a high demand for convenience, including ever-morerapid delivery. The future consumer will look for the best elements of food services in one. They’ll want their food served quickly and for it to be homemade, fresh and above all healthy. Both established and new companies need to adapt if they are to succeed” When looking to the future, these signs are signalling a shift in the way consumers are going to consume.

“Convenience food is going to become a whole lot more convenient; in the sense that it’s not only accessible and affordable but that it comes in the form of delicious nutrients that are both necessities in our lives and ever prevalent in the Fast Casual Generation’s needs and wants today.” (Lara Piras)

Fig 1

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Power to the PlantsWhile the clean eating trend is as strong as ever and more people are aspiring to have healthier lifestyles people are now prioritising fruit, vegetables and alternative forms of protein. Products are emphasising their plant content and marketers are reinforcing this in their promotional plans, This is encouraging the growing interest in vegetarian and vegan products and as a consequence the growing number of people choosing the omnivore lifestyle. According to a report published by The Innovation Group on 100 trends to watch in 2016 “Consumers are rethinking their relationship with meat, eating less of it and familiarising themselves with other options- more than 60% of millennials consume meat alternatives” Between scientific innovation and the change in people’s attitudes, tomorrow’s conscious eaters will fall somewhere in the “flexitarian” spectrum. Companies therefore have to adapt to fit in with consumer needs.”

Fig 2

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P

Brexit has meant the UK economy has entered a period of uncertainty. This has been compounded by the calling of a “snap� general election and the resultant political manoeuvring such as the SNPs call for a second Scottish Independence Referendum.

Brexit will have a major impact on University students as Universities receive an additional 15% funding from the EU. However demand for the UK University places remains very high both in the EU and UK. The UK Government has published draft legislation to implement a levy or tax on sugar-sweetened drinks, which is set to be implemented in April 2018 The Food Safety Act 1990, which provides the framework for food legislation in Great Britain and creates offences in relation to safety, quality and labelling.

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Convenience consumers were less price sensitive than nonconvenience shoppers (Swoboda & Morschett). Consumers are willing to pay extra for the convenience they seek.

As a consequences of the UK EU Membership Referendum and the result being the decision to withdraw from the EU there was considerable negative impact on the pound against all major currencies. Against the US dollar it reached a 31 year low. The implication of a weak pound is that imported goods cost more and in 2017 we have seen higher retail price inflation growth The National Living Wage was introduced on the 1st April 2016 for all working people aged 25 and is now set at ÂŁ7.20) Companies who employ many people have seen resultant increases in wage costs The UK has the 5th highest GDP (Gross Domestic Product) in the world, second in Europe only to Germany. Our economy remains strong.

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S T E

People within the higher social class groups tend to have healthier diets (e.g. higher intakes of fruit, lean meat, oily fish, wholemeal products, and raw vegetables) compared with manual workers. It is thought that higher socioeconomic groups have healthier diets because they may have higher educational levels and may be more health conscious and have healthier lifestyles.

Cancer Research undertook a campaign within London focusing on obesity and the links to cancer, encouraging people to seek healthier lifestyles According to Mintel Today, as many as half (48%) of Brits are current online grocery shoppers. More than one in ten (11%) do all of their grocery shopping online. People are now using the internet and apps to do much of their food shopping It is likely that tuition fees will just continue to increase. This will mean students will have more debt potentially leading to students being more cautious with their money.

The biggest technological shifts occurring in the food retailing industry are centred on information and computer technology with internet retailing leading the way. The internet has ushered in online retailing which according to Mintel (2016) is changing the economics of food retailing.

Technology is enabling researchers to make new discoveries that are changing our understanding of nutrition. Such as the escalating war on sugar & the revelation that fat in moderation is good for us.

In the past, brands could get away with misleading customers with erroneous labels and clever copywriting, but in today’s connected world, it is becoming harder and harder for companies to do. People are continuously studying what they are buying including how many sugar cubes it’s the equivalent too and what the calorie content is.

Recent trends that are influencing UK food retail industry include the rise of ethically and environmentally conscious consumers who continually demand firms to adopt practices such as paper packaging and use of recycled materials

Pest Analysis

The Professional Academy said “a PEST analysis is a framework or tool used by marketers to analyse and monitor the macro-environment of a certain company of industry” In this PEST analysis it looked at direct factors and general factors affecting both the food industry and higher education. It analyses in depth global, social and ethical trends in relation to this project and the opportunity to identify weakness or threats externally in the future.

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CHAPTER

-Background HelloFresh -The HelloFresh Consumer -HelloFresh Brand Extensions -Competition -Methodology -SWOT Analysis 16

HELLOFRESH IS THE LEADING GLOBAL PROVIDER OF FRESH FOOD AT HOME. - HELLO FRESH GROUP

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BACKGROUND HELLOFRESH

Hello Fresh was launched in January 2011 in Berlin, Germany and is now is available in 9 markets across the world. HelloFresh aims to provide each and every household with the opportunity to enjoy nutritious home-cooked meals with limited preparation, no shopping and no hassle required. They believe that everyone should be able to cook great food for themselves, their friends and family. The Hello Fresh service is an alternative to a takeaway from restaurants or ready to eat meals. Hello Fresh is viewed as a healthier choice. The company sends its customers recipes as well as all the ingredients needed to make them. The items are delivered to the customer’s door and are provided in precise measurements needed for the recipe.

The recipes are created by experienced chefs who try to make their recipes easy to understand, prepare and cook in a short period of time.

Fig 3

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Brand Mission- Hello Fresh set out to change the way we eat.

Brand vision “that everyone has access to the best ingredients and the knowledge to cook them�

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THE HELLOFRESH CONSUMER

HelloFresh claim their target customer base is between the ages of 30 and 50. These individuals enjoy a busy lifestyle and the majority of their customers are females.

Research from Stage One also highlighted that there were more likely to be the social groups that ate conveniently. Food marketing and advertising continues to target working women and busy housewives with convenient ‘meal solutions’ to help them deal with time-scarcity and restore their work-life balance (RnR Market Research, 2013). The age group 30-50 is also likely to have children at university. It was also highlighted in Stage One that two-or more-person households are most likely to buy unprocessed and natural foods and to spend most time cooking and eating in. The consumption of convenience food is mainly ‘‘disapproved’’ of when being used in cohabiting households (Daniels, 2015). Hello Fresh addresses this and can be seen as the in between of convenience and home cooking and with their most common boxes being offered at 2 people, couples are a large consumer segment for Hello Fresh.

To the right is a pen portrait that gives a very general idea of who the HelloFresh consumer is.

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HOW HAVE HELLO FRESH ALREADY EXPANDED THEIR BRAND?

Teaming Up with Jamie Oliver.

In early 2016 HelloFresh teamed up with Jamie Oliver to “make it even easier for people to cook delicious, nutritious food from scratch in their own homes” Both Jamie Oliver and HelloFresh have the same mission- to help people make better food choices using fresh ingredients, despite their lifestyle. Jamie Oliver was helping HelloFresh to promote the pleasure of cooking your own simple and healthy meals.

HelloFresh customers were able to choose Jamie Oliver’s recipes to add to their boxes. Recipes are designed to meet the needs of HelloFresh subscribers and their different culinary preferences. HelloFresh also donated money to the Jamie Oliver Food Foundation for each Meal Box sold during the partnership.

Fig 4

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Bricks and Mortar Store

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On March 1st 2017 Hello Fresh opened a pop up shop in Old Street Station, London as the brands first retail experience. The pop up was open for four weeks. Visitors were able to purchase HelloFresh’s recipe kits with 10% of profits being donated to The Felix Project, which is a London-based charity dedicated to reducing food waste and food poverty. The company selected 30 popular recipes to go on sale in the store out of their 5000 recipe archive. All the recipes can be prepared and cooked in 30 minutes. During the opening and throughout the duration of the pop up, HelloFresh ran an interactive competition on social media and in store. This included the first 100 people to post a picture of themselves at the HelloFresh pop-Up and tag @ hellofreshuk won a free meal kit. Plus, anyone purchasing any item from the pop-up had a chance to enter an on-pack competition to win a Foodie Trip to Florence for two people. The pop up was in response to customer feedback that said they would like the option of picking up meal kits on the way home from work.

Fig 6

Hello Fresh Supermarket Boxes In March 2017 it was announced that Hello Fresh was launching a meal kit into Sainsbury’s. The company introduced £10 meal kits for two into the 35 Sainsbury’s within London and the South East.

It was hoped that eventually they would roll out to Sainsbury’s stores nationwide. £10 puts them marginally cheaper than the HelloFresh Classic delivery box which works out around £12 for twoperson meal, however you have to go in store to purchase the kits and not get it delivered. The range of meal choices is also smaller. Hello Fresh CoFounder Patrick Drake reportedly said that the meal kits allow them to tap into a whole new market of people who do not plan their meals in advance.

To date it is said to have had a great response and raised awareness of the Hello Fresh brand and concept.

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COMPETITION The main direct competitors for a student food box is limited. Student Grub (endorsed by Abel and Cole) is the only current student food delivery box.

However, this meal kit includes all the ingredients for one vegan hot pot meal to make six portions, which is not similar to the Hello Fresh proposed student box.

There is competition from companies such as Gousto, Abel and Cole Mindful Chef and Hello Fresh original boxes. They provide a food delivery service which is both convenient and healthy for the consumer. The Hello Fresh Student Box is directed at students and therefore is not considered immediate competition, however they could position themselves to be able to market at students in the future which would mean Hello Fresh Student Box would have to remain price competitive. In appendix 3 you can see a price analysis of the food delivery boxes that are currently on the market.

Furthermore, companies such as Simply Cook are competition as they are a food delivery company but only deliver the spices, sauces and recipe cards for a meal and not fresh ingredients, whilst this is not the same as the student food box it is still a delivery food service with recipes cards. It also costs between £6-£8 for four meals worth of spices and sauces. The low price could entice students who just want more inspiration in what to cook.

According to IGD, both Tesco and Waitrose are and have trialled meal kits.

This is where you purchase the meal for the night in store. Waitrose new concept has been named ‘Dinner for Tonight’ and provides a recipe and ingredients for a meal for two. To ensure the concept is relevant and exciting, Waitrose has included some unusual ingredients and has both a meat and vegetarian options while the Tesco’s Recipe Box kits has been launched in 12 stores on a preliminary six-week trial, according to reports in The Grocer.

Priced at £8, each kit contains all the ingredients needed for a meal for two. Dishes include ‘Mediterranean Spice Rubbed Chicken with rice’ and ‘Malaysian Beef Curry with Coconut. The ingredients are packaged in a rustic cardboard box with a window so customers can see the quality and freshness of the ingredients.

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METHODOLOGY (Primary Research) Before the concept was created it was important to undertake primary research to see whether there was demand for this type of product/service. Primary research was undertaken using an online survey, online parental interviews and an in-depth interview with the Nottingham Trent University Student Health Development Officer.

This was supported with contacts and interviews with members of the food delivery industry.

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THE SURVEY Firstly, an online survey using Typeform was used to collect data for this project. The survey included 10 questions. Whilst this is not many questions doubling the amount of time taken to complete the survey may have resulted in less valid results due to the respondents losing concentration or interest. The survey was distributed via a combination of social media and email. Socio-demographic questions were asked at the start of the survey. This was supplemented by various questions focused on the research topic. The questions were mainly multiple choice but also included opinion scales and short text answers.

For the survey only University students were needed as they are the target market for this type of product/service The main goal of purposive sampling is to focus on certain characteristics of the target population that are of interest. This will best enable you to answer your research questions.

The sample being studied is not representative of the population in total, but it is relevant to the study which focuses on university students.

89%

When asked on scale of 1-10 How important is your health to you?

The average was

of people would be interested in having a weekly student delivery box

8.08

84%

of people at University have suffered from some kind of physical illness during their time at University.

KEY FINDINGS

11% would not

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45%

have you suffered or been diagnosed with some form of mental illness during their time at University

PARENTAL INTERVIEWS Parental interview were undertaken to gain feedback on the concept. Parents usually contribute to their child’s university funding to varying degrees. This usually takes the form of an allowance for food/drink purchases. The online interviews sort to determine how much parents contributed to their children whilst they are at university and whether they would be willing to fund the HelloFresh student box as part of their child’s allowance. It was found that parents give their children on average £50 a week. (Appendix 8) Another aim of the online parental interviews was to understand a parent’s concerns while their child is an “away from home” University student. Out of the 12 parents interviewed 8 said they worry about what their child is eating at University (Appendix 8) The interview established there was a market for the product amongst parents’ keen to fund a healthy diet option and reduce their concerns about their child’s health and dietary habits.

Online interviews were undertaken because of time constraints and it enabled more people to take part than if they were face to face. It also allowed the interviewee to answer the questions at his or her own convenience without disturbance or time constraints. However online interviews did not lead to as much detail as we would have been wanted. There was also a lack of social cues. Face-to-face interviews have the advantage of being conducted synchronously in both time and place. The interviewer and interviewee can see each other and take advantage of social cues such as body language, pauses, inflection, and tone (Barratt, 2012; Opdenakker, 2006) It also took several weeks for some of the responses.

INTERVIEW WITH STUDENT HEALTH DEVELOPMENT OFFICER. An interview was undertaken with the Nottingham Trent University Student Health Development Officer, Paul Dodsley. Nottingham Trent University was chosen as the sample University due to the convenience within this study framework. You can see the transcript in appendix 7. The interview tried to established what kind of support and backing Nottingham Trent University could provide in the execution of this concept. We also spoke briefly about whether the Nottingham Trent University would help, host and promote events should as a “cook off.” It was also discussed about what existing healthy food initiatives the University already supported and how important the University see healthy eating contributes to the well-being of their students. It was also discussed how HelloFresh Student could become part of the Nottingham Trent University welcome week by providing samples boxes for the whole flat as part of the welcome packages they provide within their university halls. This would help the socialisation of the flat members and this could also be a new market opportunity for a bulk HelloFresh student Box in the future. An early concern was being available for the delivery of the HelloFresh Student box and it was agreed that it would be discussed whether the student union have its own collection area.

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FEEDBACK FROM THE FOOD DELIVERY INDUSTRY As part of the Primary Research, current food delivery companies were contacted to guage their thoughts on a student delivery food box and why nothing substantial has come to market to date.

8 different Companies were contacted with only one company responding. The company which responded was Abel and Cole, the only other food delivery company to offer a box to students

Abel & Cole Abel & Cole were emailed about their Student Grub website, the only other student food kit on the market- their product revolves around a vegan “one pot wonder” One of the biggest insights for Abel & Cole since launching the food box was that majority of the people buying into the service were not students but large vegan households or working couples. While the box is only one recipe per box per week Abel and Cole say that this is a happy medium for them between people ordering a fruit and vegetable box and a full recipe box. They state they have tapped into a new market of people and those who like the concept of a recipe box, but do not have the time/money/inclination to cook 3 new meals each week. When talking about the box Georgina Logue, New Customer Team Member at Abel and Cole said “Students love the cooking events, but marketing the boxes to them has been quite a hard sell. Of the 300 people that buy the box each week, a very small percentage of them are students. Retention is also fairly poor- many will buy a few boxes and then stop ordering, or switch to other products!” Attached is the email from Abel and Cole containing key market finding which you can see in appendix 6.

• The majority of students eat meat several times a week • Most students do not regularly share cooking duties, but those who cook for themselves do not want to eat multiple portions of the same dish.

These were valuable findings as they would be addressed in the service and product Hello Fresh Student Offer.

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sW

HelloFresh Student is tapping into a segment within the market that has little competition.

The university holidays where sales would significantly decrease.

While university students like the concept they are a difficult customer to attract as it is common knowledge that they have a tight spending budget.

Gives HelloFresh a new target consumer

Providing a solution to a problem (Providing students with healthy meals)

Students view ‘convenience’ as shopping at the nearest supermarket, rather than home delivery.

Most will pass a supermarket on their way to/from university` Rather than doing one big shop at the end of the week, they are happy to make lots of quick trips to the shops.

The box is an extension to an existing brand. There is already brand awareness and we already know people are willing to buy into a food delivery box. Not being a start-up also reduces cost.

Initial feedback was positive both from students and parents of students.

OT

Taking the box into 9 different markets that HelloFresh currently trade in. (e.g Germany, Australia, Canada)

The likelihood of competition in the future, that could be price competitive.

Product opportunities such as flat/ bulk boxes in the future.

People may buy one box and not be a repeat purchaser

There is a growing interest in the link between mental health and healthy eating spoken about in Chapter One with charities such as mind.org campaigning about the link.

Simlar to Abel & Cole Student Grub barriers may be caused as for more adventurous cooks, the recipes might not be exciting enough, limited by being ‘one-pot’ meals mostly while others would have preferred for the recipes to be more familiar.

There is still an increase in people going to university.

More pop up opportunities within universities.

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CHAPTER -Corporate Objecitives -New Target Consumer -The Box -The Pricing -Perceptual Map -The Brand Look -The Food -The Recipe Card -The App -The Website 30

CORPORATE OBJECTIVES

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To build a sustainable, socially responsible and profitable business

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To increase HelloFresh brand awareness within Universities and the benefits of the box.

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To positively contribute to the welling being of students through a cost efficient, healthy diet option

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NEW TARGET CONSUMER

As referred to throughout this report the target consumer of this brand extension is students mainly being students at university who are living away from home. The consumer therefore will mostly be between the ages of 18-25, be reasonably health conscious or have an interest in food and a balanced diet.

To the right is a pen portrait that gives a very general idea of who the New HelloFresh Student is.

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THE BOX The HelloFresh Student Concept is for the delivery of 6 meals across 3 recipes. The food box will provide enough food for someone to cook 2 meals at one time for 2 people or to have as an evening meal and again as lunch the following day.

Each recipe contains the exact ingredients for two meals.

The box can be delivered direct to student accommodation or via a convenient collection point within the University campus (as discussed with the Student Health Development Officer.) The box will contain thermal wool and ice to keep the product fresh and a recipe card.

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Existing Products

New Products Product Devlopment

Market Development

Diversification

New markets

Existing Markets

Market Penetration

Ansoff Matrix An Ansoff Matrix is a marketing planning tool which usually aids a business in determining its product and market growth by focusing on whether the products are new or existing and whether the market is new or existing. HelloFresh Student Box positions itself as “Market Development” as HelloFresh are entering a new market with this product /service. It also slightly overlaps into “Diversification” as they are developing an existing product to make a new product for a new market in changing the recipes, box and social media platforms.

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THE PRICING

The headline price for the box is £29 equating to less than £5 per meal. Reviewing the market existing non student food box delivery companies used introductory offers, long term commitment offers and short term promotional offers of up to 50% off the retail price. Building these offers into the business plan we have worked on the basis that 50% of the boxes will be sold at a discount of 50% and 50% of the boxes will be sold at full price. This means that the average retail price of the box would be £21.75 including VAT or £3.63 per meal. This compared favourably with competitive takeaway or ready meal prices. The advantage is that this would be the healthy alternative. The pricing in Stage Two research was considered a barrier to entry. Reviewing the results of the survey (STAT) this price level would be acceptable to 68% of the survey respondents.

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High price

Low Convenience

High Convenience

Low price 38

PERCEPTUAL MAP

A perceptual map was prepared to understand where HelloFresh Student Box fits within the current market. The map was based on two factors, convenience and price. The most common strategic use of a perceptual map involves looking for gaps in the market, looking for space that is unoccupied by competitors. On the map are companies that would be considered primary and secondary competitors of HelloFresh Student Box. HelloFresh Student Box positions itself cheaper than HelloFresh classic box and other companies boxes and more convenient than the food kits done by Waitrose and Tesco. Positioning itself in an empty space on the map.

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THE BRAND LOOK

When researching how the HelloFresh Student brand could differentiate itself from their already existing brand HelloFresh, it was important that the visuals of the brand were applicable to the target consumer. The essence is portrayed through both a neutral (Black, white and natural) and a bright (Green) colour base. The idea of this colour base was to portray it with a strong brand imagery that stands out. It was key that consumers like the branding too. Primary research was undertaken on Facebook where the consumer was shown three images all with 3 different styles of packaging (appendix 10) people were asked just to choose which of the three they liked the most. The winner had significantly greater “likes” than the other two images. Therefore, the next step was to create a mood board (see right) with packaging that had a similar theme eventually resulting in the proposed Hello Fresh Student branding. The aim was for the packaging to be modern and “cool” making it appealing to those at University. The packaging and branding style runs throughout the print advertising, online marketing, social media and is included on the delivery box, app icon and all recipe cards.

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THE FOOD

When discussing the opportunity for the HelloFresh Student Box in Chapter One it was stated “The food kit concept offers time-poor people with a convenient and simple solution for their evening meal.” Convenience is the key word for HelloFresh Student consumers. They will only commit to the box if it is convenient and easily available. During discussions many students said they did not cook fresh meals at University because of lower hygiene standards than what they would find in their homes and also the washing up it created. Therefore Hello Fresh recipes will be centred about “One Pot Meals” such as Beef Ragu, Chilli Con Carne and Curries. This will make the cooking process simpler and the tidying up easier. It will also enable the cost of the box to be cheaper. The recipe is aimed at serving two meals. This could be one person cooking dinner for two people or using it for lunch and dinner or dinners on two separate days. The reason for this approach is that the cost of supplying ingredients for one person, single meals would not be cost effective.

An example would be a single pepper will be too much for a one-person meal but a pepper across two meals is workable also in the provision of the ingredients putting a full pepper into a HelloFresh Student Box reduces the labour in preparing the box itself

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Tomato Garlic Ragu with Spaghetti Preparation Time: 30minutes

Serves 2

STUDENT BOX

Ingredients you will need:

Beef Mince

Onion

Tomatoes

Yellow Pepper

Courgette

Garlic

Mixed Herbs

Spaghetti

How to make Tomato Garlic Ragu with Spaghetti.....

STUDENT BOX

This classic Italian dish has a hint of Far Eastern charm thrown in. Traditionally, us Brits love the addition of a bit of Worcestershire sauce in our hotpots, pasta sauces and even ragus, but here at the Fresh Farm we’re all about a splash of soy sauce! The saltiness is a subtle but genius addition to the succulent minced beef, aromatic thyme and juicy tomatoes - a perfect combination for a night in! Give it a try in this dish and we’re sure you’ll be using soy sauce in everything soon

• 1 Courgette • 1 Yellow Pepper • 2 Garlic Clove • 0.5 bunch(es) Thyme • 1 Onion • 250 grams Beef Mince • 1 tablespoon(s) Soy Sauce • 0.75 tablespoon(s) Dried Italian Herbs • 1 tin(s) Chopped Tomatoes • 200 grams Spaghetti • 20 grams Parmesan Cheese

METHOD 1. Cut the top and bottom off the courgette and discard. Cut your courgette in half lengthways and then again into four or five slices. Now chop it widthways into little 1cm cubes. Remove the core from the yellow pepper and chop into 1cm cubes as well.

2. Peel and grate the garlic (or use a garlic press if you have one), then strip the thyme leaves from their stalks (discard the stalks). Peel and slice the onion in half lengthways then chop it really finely.

3. Heat a splash of oil in a large non-stick frying pan on medium heat and add your courgette, pepper, garlic and onion. Season with a pinch of salt and a good grind of black pepper. Cook for 5 mins until everything softens, then add the beef mince. Cook the beef with the veggies for 5 mins or until browned, breaking up the meat with a wooden spoon as it cooks.

4. Once your beef has browned add the soy sauce, thyme leaves and Italian herbs. Cook for 1 minute more. Add the chopped tomatoes, season with another pinch of salt and a few more grinds of black pepper and leave to simmer on medium-low heat for 15 mins (until your sauce thickens). This is your ragu!

5. Meanwhile, bring a large pot of water to the boil with a pinch of salt. Add the spaghetti to the boiling water and cook for around 10 mins until it is ‘al dente’. Tip:‘Al dente’ simply means the pasta is cooked through but has a tiny bit of firmness left in the middle 6. Drain your spaghetti and toss it in your ragu before serving with plenty of grated Parmesan. Buon appetito!

www.hellofreshstudent.co.uk

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THE RECIPE CARD The recipe card will have the same branding as the box and app. It will follow a similar simple layout to the original HelloFresh cards.

However it will be adapted to make them more student friendly. The front side of the card will include the name of the meal they are preparing and the preparation time. Also on the front side of the recipe card is an image of all the ingredients separately. This takes inspiration from Gousto’s recipe cards and is part of the educational aspect of the recipe card and helps the consumer easily identify which ingredients fit into each recipe. The back of the recipe card gives the ingredients again in writing and also contains a section of information which tells the student about the origin of the recipe or an explanation of why a certain ingredient is used and why. The back of the recipe card also gives a step by step guide, ingredients, how to cook the recipe and nutritional information.

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THE APP The app (HelloFresh Student) will be separate to the HelloFresh App however it will be a replica of the current therefore saving cost by using the same graphics and app software. The App will have the same login as the website and you will be able to pick your recipes for the week and also look and edit the meals you have picked for the current week until delivery.

It will also have a news section which will be your notifications about delivery and company updates. The app will also have a “shop� button where you can add HelloFresh merchandise to your next box which you can do on the current app.

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THE WEBSITE

The Hello Fresh Student Food Box will be an addition to the existing website. The existing website will need to be developed to cater for the new box. All that will be changed on the website is when you go into “our recipes� you will be able to select the recipes you want for your student box like you could their classic, veggie box etc.

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4

CHAPTER

The Marketing Plan

-Marketing Methods -Event Marketing -Social Media -Charity -Bloggers -Other Marketing Methods -Timeline 49

THE MARKETING PLAN MARKETING METHODS The marketing plan for HelloFresh Student box will follow the DRIP model (See right). HelloFresh Student Box will differentiate their product/service from HelloFresh as it is directed at students and will be marketed that way. The marketing plan will reinforce HelloFresh Students brand messages and inform people of the offering. This will essentially educate the consumer about the product. The marketing plan will then persuade people to build a relationship with HelloFresh Student getting them to interact via competitions, charity and being part of the Hello Fresh Community.

Similar to HelloFresh’s Marketing plan, HelloFresh Student will market themselves as a B2C company. Through traditional methods such as print as well as more modern communications such as social media and bloggers.

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Differentiate

Differentiate your product or service

Reinforce

Reinforce the brand’s message

Inform

Inform or make people aware of your brand

Persuade

Persuade your audiences to behave in particular way

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EVENT MARKETING

HelloFresh Students main target market is University students. Directing their marketing toward those who have just moved away from home. Student Unions are typically responsive to any activity that targets Health and Wellbeing and their students. Reinforced by the interview with Nottingham Trent University Health Development Officer (Appendix 7) Utilising events such as a “cook off” or a “Come Dine with Me” event will help increase awareness of the Hello Fresh Student brand. The events will have promoted using University resources and social media. The event eg. a “Cook off” competition between competing societies will be recorded and used online to create further awareness.

It is also essential that HelloFresh Student is present at university events such as Freshers Fairs where it is promoting the brand, supplying information, sampling and getting students to sign up for the boxes. This will be achieved using student ambassadors similar to those employed by Deliveroo, Spotify and RedBull currently within each University. The HelloFresh student ambassadors would be paid on an hourly rate. They will be managed and trained by two full time employees and would be incentivised to gain sign ups to the service.

Event Marketing is an essential marketing tool for the HelloFresh Student Box. It is an expensive marketing method but is easily measured. However, for maximum effectiveness it needs to be done in conjunction with more inexpensive methods such as social media.

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HelloFresh Student- Cook Off

This is a mock up of a Facebook invitation for a “Cook Off” event at the Nottingham Trent Students Union to give an example of how the events would be promoted.

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SOCIAL MEDIA Statistics from the ONS (Office for National Statics) highlighted the internet was used daily or almost daily by 82% of adults (41.8 million) in Great Britain in 2016. Adults aged 16 to 24 were most likely to engage in leisure or recreation activities, such as social networking (91%), (ONS) It is important to consider online marketing methods in relation to HelloFresh Student. HelloFresh Student is a B2C (business to consumer)company targeting the student market. Therefore social media marketing is valuable in creating brand awareness however it needs to be ensured that the social media content is in line with the brand values. According to a report from MarketingSherpa Online adults aged 18-34 are most likely follow a brand via social networking (95%). Students are more conversant with modern technology and social media acts as a critical part of their daily lives so HelloFresh student is going to use social media platforms in a number of ways‌ The social media platform’s HelloFresh Student plans to use are Facebook, Twitter, Pinterest and Instagram.

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Facebook and Twitter Initially the key aim of the Facebook and Twitter accounts will be to build excitement and intrigue in the run up to the launch of the HelloFresh Student Box, dropping hints or teasers, a countdown clock and giving background information on HelloFresh and what they can offer them. HelloFresh already has established social media platforms (Facebook- 1,195,519 likes) (Twitter- 20.9K followers) however it would be critical for HelloFresh to create a HelloFresh Student link which would have student orientated content. Using their already established platforms they can drive traffic to the new page which has content pointing to the creation of the new Facebook and Twitter pages detailing the launch of the HelloFresh student box. The new Facebook and Twitter pages will be dynamic and will be updated on a daily basis to include recipe ideas and videos. Inspiration will be drawn from pages such as “Tasty” (a viral social media platform which centres around food and recipes) and “BBC Good Food” The feeds will contain food information, articles applicable to student lifestyle and living as well as occasional competitions to help increase engagement.

Pinterest and Instagram.

Due to the visual nature of Pinterest and Instagram, the content will be image heavy, focussing on images of food, food photography and recipes. One of the largest sections on Pinterest is food and drink and people taking images of their food on Instagram is a trend that is continuously growing. B2C marketers place greater importance on visual content than B2B marketers. Instagram could potentially become the most important social media platform for HelloFresh Student. Focussing on images and videos on food, food recipes and “mouth-watering images”, the feed will be similar to the current Hello Fresh UK feed which includes images of the current weeks recipes, “how to” videos and current event posts (Mother’s Day, Easter etc.) and competitions. However, it is important to create a separate Instagram to differentiate between the two target markets. At the moment Hello Fresh focuses on “family” orientated content and it needs to be more student focussed. The current Hello Fresh page will drive traffic to the HelloFresh Student page.

Instagram will mirror the Facebook and Twitter campaigns using the hashtag #HelloFreshStudent. Those who have entered the competition can be identified easily amongst the social media platforms. By clicking on the Hashtag you will diverted to page containing all those who have used that hashtag. All of this helps to build the HelloFresh Student community. HelloFresh already has 32K followers on Instagram. Therefore some followers can be drawn from there. Both social media platforms will also showcase entries on their individual accounts. Sharing details of competitions on multiple platforms will increase interaction and send a clear brand message to consumers.

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An example of one of the HelloFresh Student social media platforms. This is a mock up of the Facebook page. The page shows a recipe video and an article that links in with the University content proposed

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CHARITY It is proposed that 1% of the nett sales turnover be donated to relevant charity. An initial thought would be MIND (a charity dedicated to mental health well-being) for programs in mental health relevant to University students. It is important in this target market that HelloFresh Student is socially responsible and gives donations in this manner. HelloFresh Student is seen to help in the fight against mental health issues amongst students.

In future the nomination of charities for future funding could be made by members of the HelloFresh Student community. The detail of these charity donations will appear on all literature and be promoted on social media.

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BLOGGERS Bloggers are becoming an essential part of any company or business marketing plan. They allow the opportunity for engagement with niche and target audiences at a fraction of the cost of traditional media. However, it is essential to pick the right blogger; those bloggers that are in keeping with the brand and the brand vision and also those who already have an interest in food, cooking and go to university but also have a significant following. This is an additional marketing tool for HelloFresh Student that will promote the brand and drive traffic to the relevant social media pages.

Many bloggers now use Instagram as their main promoting platform so HelloFresh will look for bloggers that are willing to post the product on to social media. In the initial stages HelloFresh student will work with small and middle ground bloggers who will promote the product using free samples and not be paid to do so.

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Fig 7

Slimming_millie

Fig 8

Slimming Millie gained attention when she lost 9st on Slimming World in one year. She now has 63.1k followers on social media and the majority of her posts focus on food she has cooked and motivational posts. She would be ideal as she is still at University, has a strong following and could tap into the Slimming World as most recipes could be adapted to plan.

Pollyvdsz

Fig 9

Polly is a second year student at Leeds University and has 35K followers on social media. She is an illustrator by trade and gained a following because of the quirky drawings she creates and puts on to product for people to buy. Polly has an open interest in food and her final University project is an illustration based recipe book. She is constantly putting up Instagram posts of food she is cooking therefore making her an ideal blogger for the Hello Fresh Student venture.

IndiaWard India already promotes brands such as Uber and Boux Avenue and has already undertaken some promotional work for Premier Nutrition UK. She is a fitness fanatic and is currently in her first year at University of Manchester. She has 63.9K followers on social media. We know that she is willing to promote brands her feed and interest as well as the fact that she is at university means she is aligned with HelloFresh Student and the brand values.

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OTHER MARKETING METHODS

GIFTS. Gifts will be put into the box throughout the duration of the year. Including a HelloFresh recipe holder when they first subscribe to the box and other gifts for occasions such as Easter and for example sending students during examination time, high protein energy balls.

Gifts including products which include details of the HelloFresh website and social media handles on them such as chopping boards.

These gifts will also be used as prizes for online competitions and at brand events.

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Like Us On Facebook

PRINT MARKETING It is also essential that a small amount of print advertisement is undertaken. This will involve leaflets handed out around university campuses as well as print advertisement on buses and bus stops and posters around student heavy cities.

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Year One

TIMELINE

(Before launch) The first year will be about establishing relationships with universities and create excitement on social media (After launch) we will now be building up a following on social media and now gradually getting people subscribing.

Year one will also be when a large amount of print advertisement is implemented and a number of competitions.

Year two

Year Three

Year Two is when the Event Marketing started to take effect.

Therefore in year 3 this will expand and we will employ additional student ambassadors across more universities. In 3 year HelloFresh Student can look at collaborating with mental health or other student orientated charities.

Year two will be the year for event marketing. In year two we will start to be present at university fairs and doing our own events within universities. (cook off) The social media platforms should now be fully established.

We can now also start putting more investment into Bloggers and other social media marketing methods.

Year Four As referred to in the SWOT analysis, this is when HelloFresh Student can start looking at other marketing methods, such as pop up opportunities within Universities. By now HelloFresh Student is established with a large amount of subscribers. Depending on the success of the previous years this is when HelloFresh student will then look at doing more product development, such as the proposed student flat box.

Year Five In Year 5 if HelloFresh Student has been successful in the UK we can start to look at market development and rolling the student box concept out into other markets globally.

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5

CHAPTER -Financials -Sourcing Finance -Cost Breakdown -Sales Breakdown -Measuring the Success -Future of the Brand -Evaluation 63

FINANCIALS

A financial analysis needed to be conducted to explore the viability of the HelloFresh Student Box. This covered estimates of production, distribution and marketing costs. The provision of a sales forecast at varying price levels helped us determine profitability in the short, medium and long term. Determining the profit milestones and measuring against them would determine the viability of the project.

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SOURCING FINANCE

HelloFresh Student box is not a typical start up as it is an addition to an existing business where the start-up money has already been invested. HelloFresh are spending heavily in brand extensions at the moment which is referred about briefly in Chapter Two. HelloFresh raised $149 million back in February 2015, primarily from Rocket. In September 2015, it raised another $85 million in a round led by Baillie Gifford, a Scottish investment firm. In late 2016 they raised another $88 million. HelloFresh are gaining considerable investment that they are then investing again, which is why they have been able to enter so many markets globally in such a short space of time. HelloFresh have not published their financial figures since 2015, therefore it is difficult to establish their financial situation to date. However reviewing reports published in 2015 on the Companies House website it showed that in 2014 HelloFresh UK turnover was ÂŁ8,997,811 and then almost tripled in 2015 to ÂŁ35,211,199. Therefore, the existing HelloFresh company will fund the HelloFresh Student Box using their existing company finances from investment they have already gained.

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COST BREAKDOWN The cost breakdown can be viewed in appendix 4.

The product.

The cost on the product is inclusive of the recipe card, the ingredients, the box, thermal wrapping, distribution and the cost of packing . Pricing for the box, thermal wrapping and recipe card were found using online sources, while the ingredients were based on HelloFresh standard box, changing them for more simple ingredients. The cost of distribution and packing is based on a standard cost.

Technological Technological costs include the updating of the current Hello Fresh website to be inclusive of the Student Box as well as the cost of the development of the new app. The app will be similar if not identical to the current HelloFresh app however will be more student content driven. Therefore, you are not creating an app you are developing an already existing app. HelloFresh has their own in- house design team. Therefore reducing the cost as it will become part of the workload of already existing employees. The Student box will be a part of the HelloFresh website which will also be updated by existing employees.

Covering these cost by a management fee paid by Hello Fresh Student to HelloFresh. This equates to 5% of nett retail expenditure. It also covers all other non operational costs such as the accounting, recipe development and sourcing.

Marketing The majority of the marketing for HelloFresh Student comes from social media, where costs are generally low. Hello Fresh already has a social media team as well as content mangers,. Initially the social media marketing of HelloFresh student will fall under this team however there will be a cost of paying for reach and working with various bloggers.

Event marketing is also a significant area for HelloFresh as it would be ideal if HelloFresh were present at most Freshers Fairs. Initially only being present at a small amount and by the end attending the majority of fairs and University events. HelloFresh Student will use student ambassadors who attend the university they are promoting at. Similar to Deliveroo and Spotify they will manage all the events within their University and will paid on an hourly rate for the work. HelloFresh Student will employ two full time people to train manage these ambassadors. Each university will have one or two student ambassadors.

The marketing spend in the first year is ÂŁ278,370 and covers paid social media reach, print advertisement, printed gifts, a 1% charity donation as well as the social media and event marketing budgets discussed previously. The break down of the marketing budget is in Appendix 4.

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SALES BREAKDOWN

It starts with a targeted uptake of 0.25% or 1 in 400 rising to 1% in Year 5 of the 1.7 million University students in the UK. Working on the basis of a headline retail price of £29 with an estimated 25% price reduction over the average duration of a 24-week usage. Projected turnover will be £1.85 million rising to nearly £7.4 million in year 5.

The average cost of the box in year one will be £14.51 reducing to £13.79 in year 5 with the economies of scale. The result excluding VAT is a gross profit before marketing spend per box in year one of £3.62 increasing to £4.34 in year 5.

This is a “nearly start up” so the marketing spends in year one as percentage of selling price starts at 15% or £2.73 per box, however even though marketing increases overall from 278K pa in Year one to £482K as a % of selling price it reduces to £1.18 per box or 7%. in year 5 This is a business driven by numbers and the effect of increasing uptake from 0.25% of student population to 1% in year 5. The nett profit rises from £91K in year one to £1,289K in year 5. This equates to 4.9% of nett sales in year 1 rising to to 17.4% in year 5

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MEASURING THE SUCCESS HelloFresh Student is not just a brand extension set up to make profit but it also aims to serve a purpose and offer a solution to a problem.

However the main measure of success will be the profitability of the box.

Other measures of success will be how many people are subscribing to the student box but also how many people are keeping their subscription past the 24 weeks which is what is currently projected. The measure of success will also come in the form of reviews both online and in print and feedback from students. This could be on the website, on the social media platforms or by putting HelloFresh on external sites such as Trustpilot.

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THE FUTURE OF THE BRAND

The future of HelloFresh Student will be the wide-ranging expansion and development of the existing concept. As referred to in the report the idea of a range extension (A “flat� bulk box) or pop up shop within universities. As profits grow more consideration can be put into the marketing strategy and in particular event marketing and employing more ambassadors with the final result that HelloFresh will be present at events within every University in the UK. In the future, Hello Fresh, as an already existing company has prepared the ground work within numerous countries. Therefore expanding the HelloFresh Student Box into other student markets would be an achievable objective for HelloFresh. However, it is important for the security of the brand and brand development that one market is targeted as it carries the risk of over- stretching the company and potentially over complicating it.

EVALUATION Overall, various research has been collated and analysed to ensure that the HelloFresh business plan is strong and realistic. It has been ensured all factors have been considered and evaluated so that the best and appropriate methods have been selected. The future of HelloFresh Student has many opportunities encouraged by the rapid growth of the UK online grocery market.

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Images

Fig 1- Marble Clock (2016) [Online] Available at: https://www.heals.com/marble-clock.html [Accessed April 2017]

Fig 2- Botanical Art (2017) [Online] Available at: https://www.ohwhatsthis.com/art [Accessed April 2017]

Fig 3- Ed Boyes, Co-Founder Hello Fresh (2014) [Online] Available at: http://eseller.net/profile-ed-boyes-cofounder-hello-fresh/ [Accessed April 2017]

Fig 4- Jamie Oliver Hello Fresh (2015) [Online] Available at: http://www.dailymail.co.uk/femail/food/article3393701/Does-Jamie-Oliver-REALLY-deliver-FEMAIL-tests-celebrity-chef-s-new-food-box-recipe-helps-families-cookscratch-home-pukka-results.html [Accessed April 2017]

Fig 5- HelloFresh Pop Up (2017) [Online] Available at: http://www.eventmagazine.co.uk/hellofresh-openspop-up-shop-london/brands/article/1425878 [Accessed April 2017] Fig 6- HelloFresh Meal Kits (2017) [Online] Available at: https://www.thegrocer.co.uk/buying-andsupplying/new-product-development/recipe-box-service-hellofresh-launches-meal-kits-insainsburys/550588.article [Accessed April 2017]

Fig 7- India Ward Instagram (2017) [Online] Available at: https://www.instagram.com/indiaward/ [Accessed April 2017]

Fig 8- Pollyvdsz (2017) [Online] Available at: https://www.instagram.com/pollyvdsz/ [Accessed April 2017]

Fig 9- Slimming Millie Instagram (2017) [Online] Available at: https://www.instagram.com/slimming_millie/ [Accessed April 2017]

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Pen Portrait Images Range Rover Evoque(2016) (online) Available at: http://www.hamannmotorsport.co.uk/hamannrange-rover-evoque-5-door-widebody

Girl (2016) (online) Available at: http://www.sivonna.com/blog/wpcontent/uploads/2016/02/IMG_0005.jpg

Red Wine (2016) (online) Available at: http://www.helencathcart.com/booths

Unidays Logo (2016) (online) Available at: http://irishdealsdaily.com/wpcontent/uploads/2015/10/unidaysireland.png Aldi Logo(2014) (online) Available at: http://cleaningscotland.com/news/clea ning-scotland-secures-aldi-contract/

Pretty House (2016) (online) Available at: https://www.periodliving.co.uk/types/complet ed-projects/

Hockey Clubs(2016) (online) Available at: http://awesomefieldhockeydrills.com

Exercises for Older Women (2016) (online) Available at: http://healthyliving.azcentral.com/exercises-olderwomen-lose-stomach-6557.html

Cocktail (2016) (online) Available at: http://sheerluxe.com/2016/03/30/12pretty-cocktails-impress

Silver (2016) (online) Available at: http://www.agencesilver.com/fr/mannequin/1 26/lou-k?page=8 Home Office (2016) (online) Available at: https://www.etsy.com/uk/listing/197482648/indust rial-chic-reclaimed-custom-hairpin?ref=shop_home

Tram (2016) (online) Available at: http://handluggageonly.co.uk/2015/06/ 12/treasure-hunting-in-helsinki-finland/

An LA Institution: Joan’s on Third (2016) (online) Available at: https://www.remodelista.com/posts/joans-on-third/

University Bedroom Design (2016) (online) Available at: http://www.architecturedecor.com/301 /bedroom-designs.html/

Perpetual map Gousto Logo (Online) Available at: https://twitter.com/goustocooking

Simply cook Logo(online) Available at: https://www.thrivo.co.uk/simply-cook/ Abel and Cole Logo (online) Available at: http://www.zipcar.co.uk/abelandcole

HelloFresh Logo (online) Available at: https://www.hellofresh.co.uk/tasty/

Waitrose Logo (online) Available at: http://internetretailing.net/organisations/rwai/ Tesco Logo (online) Available at: https://www.famouslogos.us/tesco-logo/

Everadine Logo(online) Available at: https://www.everdine.co.uk

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