Targeting nutrition-conscious individuals: using Fitmeal GmbH as an example

New media and platforms, particularly in the online sector, offer a wealth of opportunities to connect advertisers with their target audience. However, given the sheer number of options, it is often difficult to determine which methods and approaches should be used to specifically target precisely those people one actually wishes to reach. The aim of this thesis is to evaluate, in collaboration with the start-up company Fitmeal GmbH, ways of specifically targeting a defined audience. Fitmeal GmbH has been selling healthy ready meals on a subscription basis to customers in Vienna since the beginning of 2016. Using exploratory qualitative research methods, data was collected from a sample, analysed and recommendations formulated. The findings of this thesis are intended to serve as a basis for Fitmeal GmbH to undertake targeted marketing activities, particularly in the areas of online marketing and social media marketing.