Heinon tukku entering a new market
So, on Monday morning we got guests from a Finnish food wholesaler, Heinon Tukku Oy. The company was founded in 1899, being thereby one of the oldest family businesses in Finland. Heinon Tukku employs 500 people, it has 30 000 products in its range and totally two cash & carry stores in Helsinki and Vantaa. The latest turnover was 230 million euros. The company is not very familiar for consumers, because at the moment it focuses on so called HoReCa (hotels, restaurants and catering) business. Heinon Tukku's main target group are almost all of the restaurants especially in the Helsinki metropolitan area.
The company's sales and marketing director Jukka Koivu told us that this year Heinon Tukku is going to enter to a new market, which is in addition to HoReCa companies, all the other companies in Finland. The situation now is that there is the demand but there's not the market yet. So the first step for Heinon Tukku is to establish the business in the capital area. After that, the plan is to be a dominant player in this field in Finland. Koivu reminded, that there's already some companies delivering this kind of services to other companies than HoReCa, for example to offices. They mainly operate in the capital area, but they are really small companies. Koivu also thinks that Heinon Tukku probably will be from now to eternity the only wholesaler entering this business.
Briefly their business idea, and unofficial slogan is "Convenient way to supply drinks & snacks". For the customer companies it means in practice that they can order what ever snacks or drinks to their workplace, and Heinon Tukku delivers them there. Customer company pays the price of the food and the delivery. Delivery costs are only 10 euros per time, which make it really cheap way to get coffee, fruit, beverages or anything, directly to your office.
The service will be mainly based on a mobile app. It's not done yet, but probably it's ready by June or July, and Heinon Tukku is aiming to enter the market latest in September. The idea will be that it's a subscription based model, but you can also modify the order by that and get push notifications that reminds you to make a new order. Via the app company can ask Heinon Tukku to deliver them for example every week, bi-weekly or what ever they like.
According to Koivu, this kind of business is possible because Heinon Tukku already have everything in one place and they're already serving hundreds and thousands of restaurants. This new idea is not to offer all the 30 000 products, but it will be kind of a limited edition including for example fruit, cakes and coffee. Key point is that only 10 euros delivery costs and the price of the ordered goods, is the cheapest and easiest way for any office, whether there's 15 or 50 employees.
The actual reason why Heinon Tukku visited us this week was that they don't have a clear concept yet and they wanted our teams' ideas to help them in that work. There were two different tasks which of all the teams could choose one. First one was to define the customer path for Heinon Tukku's new business, and another one was to create a marketing plan for it.
Our team, Di6iBrainiacs choose to create a marketing plan. In other words we were asked to think how to exactly enter the market and create awareness, and how to create kind of a new market. We started working with a brainstorming right after the lecture. Once again, we made powerful and productive teamwork, so we got the marketing plan and nearly the whole presentation done already on Monday.
Our first idea was about the website and ordering platforms.We all thought that instead of plain app, Heinon Tukku should consider making it available for all devices, including mobile, tablets and computers. This would make the ordering more user friendly. We would also like to change the webpage so that any customer could view the selection of the service without registration.
Because the company asked after some crazy ideas, we thought that Heinon Tukku should organize big and eye-catching event to promote their new service. For example drive Heinon Tukku's truck to Narinkkatori in Helsinki, and promote the service with a campaign including some videos, pictures and/or flyers. Bypassers would get free coffee and some snacks from the truck. Another way to promote the service would be to attend upcoming events and fairs.
In our opinion direct marketing is one of the most powerful ways to create awareness also in B2B, so our recommendation to Heinon Tukku was to use email and telemarketing and mail or flyers. What comes to digital marketing, we thought that LinkedIn advertisment would be the most powerful in this field. There Heinon Tukku could use geographically, by company size, titles and industry optimized ads. Search engine optimization and serach engine marketing would create even more visibility. Other possibilities are ads on Finnish labour unions magazines like PAM, TRAL and TEK.
On Thursday all the teams got to present their ideas for the company's representatives and got feedback and questions from the projects marketing director. It was again so lovely to see how different ideas, but so good work all the teams had done. Heinon Tukku's guys seemed to be impressed and they told that all the teams brought a lot of new ideas to use in their upcoming customer path and marketing plan.
All in all, I really liked this week. I love teamwork and marketing planning. Mucho bueno đ
Tomorrow me and many other fellow students will head to the LOB cruise to Sweden, so it's time to get ready!
The company's sales and marketing director Jukka Koivu told us that this year Heinon Tukku is going to enter to a new market, which is in addition to HoReCa companies, all the other companies in Finland. The situation now is that there is the demand but there's not the market yet. So the first step for Heinon Tukku is to establish the business in the capital area. After that, the plan is to be a dominant player in this field in Finland. Koivu reminded, that there's already some companies delivering this kind of services to other companies than HoReCa, for example to offices. They mainly operate in the capital area, but they are really small companies. Koivu also thinks that Heinon Tukku probably will be from now to eternity the only wholesaler entering this business.
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| Heinon Tukku's sales and marketing director Jukka Koivu |
Briefly their business idea, and unofficial slogan is "Convenient way to supply drinks & snacks". For the customer companies it means in practice that they can order what ever snacks or drinks to their workplace, and Heinon Tukku delivers them there. Customer company pays the price of the food and the delivery. Delivery costs are only 10 euros per time, which make it really cheap way to get coffee, fruit, beverages or anything, directly to your office.
The service will be mainly based on a mobile app. It's not done yet, but probably it's ready by June or July, and Heinon Tukku is aiming to enter the market latest in September. The idea will be that it's a subscription based model, but you can also modify the order by that and get push notifications that reminds you to make a new order. Via the app company can ask Heinon Tukku to deliver them for example every week, bi-weekly or what ever they like.
According to Koivu, this kind of business is possible because Heinon Tukku already have everything in one place and they're already serving hundreds and thousands of restaurants. This new idea is not to offer all the 30 000 products, but it will be kind of a limited edition including for example fruit, cakes and coffee. Key point is that only 10 euros delivery costs and the price of the ordered goods, is the cheapest and easiest way for any office, whether there's 15 or 50 employees.
Marketing plan workshop
Our team, Di6iBrainiacs choose to create a marketing plan. In other words we were asked to think how to exactly enter the market and create awareness, and how to create kind of a new market. We started working with a brainstorming right after the lecture. Once again, we made powerful and productive teamwork, so we got the marketing plan and nearly the whole presentation done already on Monday.
Our first idea was about the website and ordering platforms.We all thought that instead of plain app, Heinon Tukku should consider making it available for all devices, including mobile, tablets and computers. This would make the ordering more user friendly. We would also like to change the webpage so that any customer could view the selection of the service without registration.
Because the company asked after some crazy ideas, we thought that Heinon Tukku should organize big and eye-catching event to promote their new service. For example drive Heinon Tukku's truck to Narinkkatori in Helsinki, and promote the service with a campaign including some videos, pictures and/or flyers. Bypassers would get free coffee and some snacks from the truck. Another way to promote the service would be to attend upcoming events and fairs.
In our opinion direct marketing is one of the most powerful ways to create awareness also in B2B, so our recommendation to Heinon Tukku was to use email and telemarketing and mail or flyers. What comes to digital marketing, we thought that LinkedIn advertisment would be the most powerful in this field. There Heinon Tukku could use geographically, by company size, titles and industry optimized ads. Search engine optimization and serach engine marketing would create even more visibility. Other possibilities are ads on Finnish labour unions magazines like PAM, TRAL and TEK.
On Thursday all the teams got to present their ideas for the company's representatives and got feedback and questions from the projects marketing director. It was again so lovely to see how different ideas, but so good work all the teams had done. Heinon Tukku's guys seemed to be impressed and they told that all the teams brought a lot of new ideas to use in their upcoming customer path and marketing plan.
All in all, I really liked this week. I love teamwork and marketing planning. Mucho bueno đ
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