Position and communicate the value of an emerging frozen food service system

Position and communicate the value of an emerging frozen food service system

Chen, Wei-Lun (TU Delft Industrial Design Engineering)

Schifferstein, Hendrik N.J. (mentor)
Cankurtaran, Pinar (graduation committee)
Meisen, Louis (graduation committee)

Delft University of Technology

Strategic Product Design

2020-04-14

This project intends to develop the initial brand communication strategy for Foodtrick, an emerging frozen food service system that attempts to expand its business into the B2B market. The system provides a simplified cooking procedure to tackle operational hurdles in the food service industry, such as labour shortage and increasing food wastage. Although Foodtrick brings high efficiency, the bias of frozen food in buyers’ minds haunts the expansion of Foodtrick’s business. To achieve the ambition of Foodtrick, this thesis addresses the identification of potential markets, the formulation of the brand proposition and the design of the communication execution. The theoretical framework is formulated based on the literature on the interconnection between B2B buyer behaviour and emotional attributes. Two brand strategy tools, brand positioning and marketing communication, are introduced as the means to convey the value. To better formulate the brand proposition, one needs a comprehensive understanding of ‘who’, ‘what’, and ‘how’. The intended result is to incorporate functional and emotional attributes to strengthen the perceived value of Foodtrick. Two stages of studies in positioning and communicating are performed. Positioning study results in the defining of prospective markets and developing understanding in B2B and B2C market circumstances. Communication analysis captures insights into the behaviour of buyers and end-users interacting with Foodtrick. The findings extracted from the two stages research are translated into the reshaped brand proposition, which is that Foodtrick delivers a single but simple solution (functional attribute) assisting buyers to become independent (emotional attribute). The new positioning of Foodtrick, a one-way meal preparation journey to navigate food services owners towards independent food services, intends to invite the ideal buyers to engage. Four principles namely accessible nutrition, knowledge transparency, consistent involvement, and ease of achievement are crafted to develop the final communication strategy. The three communication parts which are presented include visual identity, communication journey and landing page. The visual identity with a new name and logo is used to facilitate brand recognition. The communication journey portrays the required interaction and information to assist the internal team in developing brand experiences for future buyers, while the landing page is intended to demonstrate value and build external communication with buyers. These three parts are intended to be the initial steps and inspirations for the corporation’s brand launch in the near future. In conclusion, the outcome of this thesis provides a new way of thinking and strategy for communicating the value of the emerging food service system in the B2B market. Nevertheless, the final design remains several constraints and lack of external validation. The thesis concludes with suggestions and reflection for the further undertaking of Foodtrick’s brand development.

Branding
Brand development
Positioning
Marketing communication
B2B
Frozen food

http://resolver.tudelft.nl/uuid:259f13f9-132c-429a-aa48-6ffdc5f1c0e0

Student theses

master thesis

© 2020 Wei-Lun Chen