Free Essay

Blue Apron

In: Business and Management

Submitted By katyhansen
Words 532
Pages 3
Blue Apron
Katy Hansen
Argosy University

Blue Apron
Blue Apron is one of the leading fresh ingredient food delivery services who recently expanded its product offerings to include a family plan. (PR Newswire, 2014) The Family Plan features balanced, seasoned, kid-friendly menus for a family of four delivered to the doorstep. The Blue Apron family price amounts to about $8.74 per person which offers an appealing option to busy working families who desire to eat more nutritiously.(PR Newswire, 2014) From the inception of the company many families have been asking for a plan specifically tailored made for them. By marketing this new plan to their customers, Blue Apron is doubling the addressable market available to them and furthering its nationwide mission of making incredible, home cooking, easily available and accessible to customers nationwide at a reasonable price.(PR Newswire, 2014, para. 1) With the promotion and launch of the Family Plan even more families are now making Blue Apron part of the weekly routine. In November of 2014, Blue Apron announced the delivery of one million meals per month. In addition, they marketed and launched their curated kitchen ecommerce store that features cookware and tools that are hand selected by the Blue Apron culinary team. (PR Newswire, 2014) This strategy promotes sales of this equipment successfully with the pairing of the new Family Plan delivery service. The Blue Apron offers the flexibility of receiving two to four meals a week and utilizes the time saving, organizational convenience of having all the nutritious ingredients you will need for a perfectly balanced and delicious family meal delivered right to your door.(PR Newswire, 2014) They have reinvented the grocery chain from the farm to the dinner table. What has helped to make Blue Apron so successful is the sourcing of top notch seasonal ingredients that tend to be even fresher and more affordable than the local grocery store.(PR Newswire, 2014) Chefs around the world who are learning to cook wear blue aprons and they have become a symbol of lifelong learning in cooking. Blue Apron was named as one of the 10 most Innovative Startups in 2015. They definitely have an innovative product, the correct pricing, correct placement, (home delivery) and promotion which utilizes strong marketing on television, social media and word-of-mouth. Three advantages of standardizing marketing worldwide are that it allows companies to take advantage of economies of scale when purchasing supplies and is more cost effective, it allows production processes to be standardized throughout the organization and therefore more uniform, it cuts costs by eliminating duplicated effort.(Strain, n.d., p. 1) The three main disadvantages of standardizing marketing worldwide are the loss of product or service uniqueness, loss of responsiveness to the customer, and it may stifle creativity particularly in product design.(Strain, n.d., para. 3-6)

References
PR Newswire. (2014, December 17, 2014). Blue Apron Introduces a family plan doubling its addressable market. PR Newswire. Retrieved from http://search.proquest.com.libproxy.edmc.edu/abidateline/docview/1636868799/CD3C660166A640FAPQ/1?accountid=34899
Strain, M. (n.d.). Disadvantages of a standardization business. Demand Media. Retrieved from http://smallbusiness.chron.com/disadvantages-standardization-business-25120.html

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