Internal and External Influences Marketing Paper Learning Team A W3 PDF

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Internal and External Influences Marketing Paper Marketing 435 9/3/2018 Bryan Rice

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Are you tired of spending countless hours in the grocery store looking for all the fresh ingredients to have an amazing set up of meals for the week? Does meal planning and coming up with new recipes for your family, leave you dreading the task all together? Look no further than Blue Apron for fresh ingredients, original recipes, and ready to cook meals delivered straight to your door. Our meals are already put together and ready for the oven. Saving you time, preparation, and leaving you with a fantastic meal and clean kitchen in the end. Our already prepared meals are our brand new design. Instead of sending you a box full of food, leaving you with all of the work, we have decided to do the work for you! It does not get much easier than this. The meal kit industry exploded in the beginning but has steadily gone down hill. Consumers want something easy while still getting a healthy meal on the table for their families. Prepped and ready to cook meals is our future. Ready to Heat and Eat Service In today’s society, most adults have full time jobs which is very different than in the past when one adult usually worked while the other stayed at home. Due to this change in society, Blue Apron is now offering a ready to heat and eat service. The ready to heat and eat service is a food delivery service that brings hard working family’s meals that they love without the work and mess of making them. The new service will be a new one for Blue Apron. The current subscription is $9.99 a month, but this subscription only offers the delivery of the ingredients and instructions to make the meal yourself. By paying an extra $5.00 a month or $14.99 total, families will be able to have the benefits of getting the normal ingredient shipments, but they will also have the ability to choose from the ready to heat and eat menu. This new add on service is sure to be a popular one

due to there being so many families that do not have the time to cook and do not enjoy the mess when doing so. Overall, the ready to heat and eat service now being offered by Blue Apron will be extremely popular amongst hard working and busy families. Self-Oriented The self-oriented value listed on figure 3-1 in our textbook is the most applicable to the new marketing of Blue Apron’s ready to heat and eat food delivery service. By using the self-oriented value when marketing the new service, Blue Apron will find the most success compared to the other values because the new service is geared toward hard-working and active families that do not have the time or energy to prepare good meals and clean up after the meals are cooked. By marketing the new service using the self-oriented value listed on figure 3-1 in our textbook will allow Blue Apron to attract their target audience more efficiently because of the problem Blue Apron solves for many families. Reference Group Influence Reference groups are a major influence in an individual’s decision to purchase a good or a service (Mothersbaugh & Hawkins, 2015). There are several variations of a reference group, primary being family or close friends and then those groups branch out. For Blue Apron’s new service, the focus reference group will be the primary reference group. Blue Apron will need a lot of word of mouth marketing. The target audience will be ages 18 – 40, Active Duty Military, College Students, and busy families. Many consumers cancelling their Blue Apron membership, within three months of starting because the meals are too complicated or take too long (Lutz, 2017). The new service will allow customers to remain active with fresh meals prepped and ready to heat and eat

delivered right to their door. Once people start using the ready to heat and eat service whether for breakfast, lunch, or dinner, more individuals will start using because of the reference group influences. Active Duty military members are known to have long hours and often, they are unable to go home for lunch. This service will allow them to order lunches for the week that are tailored to their needs and likes. College students often have small apartments or dorm rooms and parents often want to help ensure they are eating. Blue Apron’s new service would allow parents to provide meals to their college aged children and know they do not have to cook. Most families today are dual income earning families (Hodge, 2013). This means busy mothers and fathers and those parents wanting to provide a nice home cooked meal for their family. The new Blue Apron service will allow families to do just with meals delivered directly to their door. There reference group for each of these will be similar; a family member, a friend, or a co-worker, who has already used the service or took the risk to try it.

References Blue Apron. (2018). Retrieved from https://www.blueapron.com/pages/pricing? cvosrc=search-paid.google.60off-PlanLPbrand&gclid=Cj0KCQjwlK7cBRCnARIsAJiE3MhuUNpJwYl80Jt7npElhN7Gvz e9oxqsMRvsEwoRrqoKxED57EKWfvwaAuRVEALw_wcB&utm_campaign=60 off-PlanLP-brand&utm_medium=search-paid&utm_source=goog Hodge, S. A., (2013). Retrieved from https://taxfoundation.org/america-has-becomenation-dual-income-working-couples/ Lutz, A. (2017). Retrieved from https://www.businessinsider.com/blue-apron-pros-andcons-2017-10 Mothersbaugh, D. L., & Hawkins, D. I. (2015). Consumer Behavior: Building Marketing Strategy (13th ed.). Retrieved from The University of Phoenix eBook Collection database....