Unit 7_ Assignment - Ad Campaign Project

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Unit 7: Assignment - Ad Campaign Project Huel Powder Advertising Campaign Caleb Yang, Dorothy Lu, Ke Ying, Keyi Zhu, Shangyi Lu Professor Jeremy Morgan 5 December, 2023
1. Situation Analysis Huel, Ltd. is a US health and food company founded by Julian Hearn that sells nutritional, quick, and economical meal replacements. The original recipe for Huel Powder was formulated by James Collier, a registered nutritionist who created the product with the intention of providing people with their recommended amounts of daily nutrients in a way that was vegan and environmentally safe. The company's main customers are healthy people who want to receive their daily nutrients quickly and easily. Huel Powder's popularity in the food and health sectors may be attributed to its strengths. Its strong brand awareness, which builds confidence with health-conscious consumers, is one of its main advantages. The company's strength is also demonstrated by its varied product line, which provides a selection of nutrient-dense meal replacements to suit different tastes. Its strength is increased by its competitive price, which makes it a desirable choice for a wide range of customers. The brand's dedication to offering convenient and nutrient-dense goods is in line with the demands of its main market, which falls between the 20–45 age range. Huel's availability across a range of platforms further solidifies its standing as a top option for anyone looking for convenience and wellness. Despite its success, Huel Powder has certain noticeable weaknesses on the market. One issue is that offline availability restricts access for customers who would rather make in-store transactions. Another weakness is customer education, which calls for efforts to educate and involve prospective customers about the uses and nutritional advantages of Huel products. Customers' low brand knowledge is a barrier, highlighting the necessity of more effective marketing campaigns. Furthermore, a portion of the market believes that Huel Powder items are
distasteful, indicating a possible need for development due to the disconnect between the taste of the products and the wide range of benefits. Huel Powder is in a good position to take advantage of strategic opportunities. Due to their abundance of strengths, Huel has the opportunity to increase market reach through more in-depth education of its product benefits. Making use of wellness and health trends opens up possibilities for new product development and commercial relevance. Extending the target market beyond the current demographic might offer additional opportunities for the company in the long-term. Potential dangers to Huel Powder include the need for careful control and regulation. Respecting the constantly changing food standards is essential to maintaining compliance in an ever-evolving environment. The danger of brand emulation highlights the necessity for strong intellectual property protection. Due to its reliance on internet channels, the brand might be vulnerable to online interruptions. Variations in consumer trends and tastes necessitate flexible product adaption. Economic downturns also may be dangerous, as they have an effect on consumer spending and can jeopardize Huel Powder's stability in the market. 2. Key strategic campaign decisions Our main objectives for this campaign are education, engagement and brand recognition. Our target audience is individuals aged from 20-45 years who have a passion for fitness and wellness. People in this demographic might think that Huel Powder is another basic powdered product upon first glance, but our goal is to increase knowledge of Huel Powder’s unique benefits. Through this campaign, we want to educate our target audience about the product’s points of differentiation so that it can stand out among its other competitors. Looking at the
Hierarchy of Effects Model, this targets the awareness and knowledge steps involved in a consumer’s purchasing decision (Clow). In conjunction with educating consumers, we wanted to maintain engagement with them as awareness of the product increases. With consumer engagement comes higher brand loyalty and stronger relationships with consumers, which are a necessary foundation for every brand. As education and engagement increase, brand recognition will also increase. Our goal is to insert ourselves into the forefront of our consumers’ minds so that whenever they consider meal replacements or shakes options, Huel Powder is in consideration. We want to position Huel Powder as the healthier, more affordable and most functional meal replacement or shake option. Huel provides necessary daily nutrients containing all 27 essential vitamins and minerals, essential fats, fiber, and phytonutrients. Huel is weight-loss friendly, plant based, and offers up to 40 grams of protein per serving without any artificial sweeteners. Additionally, Huel offers cheaper prices, ranging from $1.49 - $4.40 per meal. These features provide a great opportunity for Huel Powder to stand out among other competitors in the market. To achieve our key campaign objectives, we want to use social media as our main advertising tool. Through the use of social media, we can target frequent viewers of fitness and health content. We would utilize a brand ambassador with a wide industry reach to influence a majority of those who fall within our target audience. Our ideal brand ambassador to accomplish this goal would be Chris Bumstead, often referred to as “CBum,” who is the 5x consecutive Mr. Olympia Classic Physique Champion. CBum has a heavy industry presence and widespread influence in both inside and outside of the industry.
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