Assessment Solutions: Marketing Communication Proposals- MAR0011

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Run ning head: MARKETING
MARKETING
Name of the student
Name of the university
Author note
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Table of contents
Ana lysis o f the ma rket gap ………………………….. ………………………….. ………………………….. ………….. 2
Best approac h fo r ma rket se gme ntatio n a nd idea l c usto mers ………………………….. ……………………. 2
Exp la na tio n o f the p roposa l ………………………….. ………………………….. ………………………….. ………… 4
Produc t ………………………….. ………………………….. ………………………….. ………………………….. …….. 4
Pric ing stra te gy ………………………….. ………………………….. ………………………….. ……………………… 5
Pla ce ………………………….. ………………………….. ………………………….. ………………………….. ………… 5
Pro motio n ………………………….. ………………………….. ………………………….. ………………………….. …. 6
Marketing co mmunica tio n p roposa ls ………………………….. ………………………….. ………………………… 6
Ga ntt c hart ………………………….. ………………………….. ………………………….. ………………………….. ……. 6
Re fe re nce ………………………….. ………………………….. ………………………….. ………………………….. …….. 8
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A nalysis of the market gap
Tel Aviv is the capital of Israel that is the significant destination for the food lovers (Sheth
2021 ). Welcoming the rich world dinning, the restaurant market in Tel Aviv promotes the
dinning delights to the foodies. In 2017, the international visitors†availability in Israel has
reached 3.6 million which has shown gradual growth in 2018 (Morgan et al. 2019 ). Israel
restaurant industry is facing tremendous growth after the improvement in tourism and hospitality
segment. Due to the growing competition in the market Following the emerging restaurant
industry in Tel Aviv, it has been found that high competition in the market along with changing
innovation trends, it has become quite necessary for the organizations to introduce effective
solution through innovation in the market in terms of addressing such concerns. Due to high
competition in the restaurant industry, it has become really challenging for the small and medium
sized restaurant owners to survive in this competitive environment in front of the large operators
(Gvion and Leedon 2019 ). On the other hand, after the covid -19 pandemic major threat has been
faced by the small and medium sized organizations. In this situation proposal of an effective
application can help the brands to strengthen the marketing approach, which can help in
establishing the competitive position in this competitive market.
Best approach for market segmentation and ideal customers
Market segmentation is being defined as an important component associated with the marketing
principles that help in recognizing the potential target customers (Yost, Kizildag and Ridderstaat
2021 ). Following the emerging restaurant industry in Tel Aviv, it has been found that availability
of both the international and domestic visitors have made greater impact on the growing statistics
in this industry. As its impact market competitiveness has got increased. In this particular
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scenario, consideration of the demographic, psychographic and geograph ic segmentation
approaches will be needed in order to propose an effective solution in the market. The app will
be introduced under the name call ‘Food Nearbyâ€. Thee business will follow both B2B and B2C
model. Both the restaurants and the customers will b e target customers for this business.
ï‚· From the demographic segment, people who come from middle class and lower middle
class background will be the major target market.
ï‚· Restaurant owners will use this applicatio n for promote their business.
ï‚· Mainly the cus tomers who are under the age group between 21 to 45 years will be the
important target customers for this applicatio n.
ï‚· Families are the major target segment for this product.
ï‚· Parents who are price sensitive and conscious about the food availability of the children
are the major target segment that will be covered from the psychographic aspect.
ï‚· Grandparents and parents who prefer to find the best option for their grand children and
children will be the best target segments who will be involved in the proces s.
ï‚· Technologically educated and people , who are fond of technology will be the important
target customers for the brand.
ï‚· Parents who prefer to get free food for children are the important target segment.
ï‚· Mainly the customers from urban area will be the ta rget segment for this business.
The above target market will be appropriate for proposing the new app in the market because as
it we mainly focus on providing the free food options for the children in this situation
understanding the behavioural aspects o f the parents will be important. Children are not the
target market for this particular application because parents make decisions regarding the food
options for their children. Therefore the parents who are technological aware along with that
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come from th e middle class and lower middle class background will search for low cost or free
food options for deaf children. In this case this will be the best solution for the parents, who can
find the free food option for their children. Lifestyle will be an import ant considerable area for
this particular business proposal because it will be important for identifying the tenants group
who generally refers to eat the restaurant foods. In this case the consumers from the urban area
have been selected from the Geograph ic segmentatio n.
Ex planation of the proposal
Using the 4ps of marketing mix, the proposal of Food Nearby has been done by considering the
product, price, promotion and place as 4 important elements the detailed description of the
product has been reflecte d. The particular theoretical explanation is also quite effective in order
to reflect the competitive strength of the product in this particula r industry.
P r oduct
The proposed application is the mean product in this particular business. Product holds the
significant position in the marketing mix because it focuses on representing the outcome of the
proposed solution in order to address the market gap. Food Nearby will be the online application
that can be downloaded by the users on their smart phones and ot her devices. The application
size will be 15kb and it will consume less space on the device. The particular product will be
introduced in the market in order to establish the competitive position for the restaurant owners.
The restaurant owners will list t heir details in this particular application and depending on the
free food promotional approach they will attract the customers. In this application biggest on the
location of the user, availability of the free food option for children nearest to their pla ce will be
reflected on their screen. Along with the description of the restaurant it will share the menu and
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other necessary details that need to be considered by the users before making the decision.
Therefore the particular application will be introduce d in the market for helping the existing
restaurants to increase their sales through the attractive promotiona l approach of free food.
P r icing strategy
The propose d application will mainly target the B2B and B2C consumers. In this particular
business model the low cost pricing strategy will be followed. Low cost pricing strategy will be
followed for targeting the small and medium sized restaurants . In this particular application the
restaurants will register their name through a subscription model, where paying monthly
subscription charge, the restaurants will be able to promote their restaurant to the visitors. When
a user will download the application, depending on their location they will get free food option
for their children in the nearest restaurants, those have been already listed in this particular
application. In order to avail the free food service for children the parents need to book the
restaurant seats t hrough this particular application, where the need to pay minimum charge for
booking. After that the notification will be placed to the nearest restaurant and the booking will
be done.
P l ace
The direct distribution strategy will be followed in this partic ular service proposal. The
consumers can directly downloaded application Smartphone and other devices. The application
will be available on the internet and other different applications stores. Proposal of this particular
application can significantly cont ribute in addressing the market gap because, it will enhance the
reach of small restaurants , which can indirectly help in establishing competitive position in the
market.
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P r omotion
Promotion is being defined as an important element associated with the marketing mix (Jobber
and Ellis -Chadwick 2019 ). In this particular product promotion, both online and offline
marketing strategies will be followed by the company. Online marketing medium social media
and other platforms will be considered. On the other ha nd the offline promotion will be done by
using different posters, news channels, TV channels and bus sides.
In order to generate greater value in the market using the Facebook and Instagram as important
social media platforms, the target customers will be attracted. Catchy contents will be designs for
grabbing the attention of larger group of target market. The web page for this particular
application will be designed, where maintaining the simplicity of the page, the product will be
promoted in the market .
Marke ting communication proposals
In order to promote the product in the market, initially 12 months marketing plan will be
designed for Food nearby application. After downloading the application, based on the location
of the users in Tel Aviv city, the two way communication will be started where based on the
preferences of the users, the restaurant options will be automatically shown on the screen. This
process can help in understand ing the behavioura l aspects of the customers.
G a ntt chart
Activitie s 1st to
2nd
M onth
3rd to
4th
M onth
5th to
6th
M onth
7th to
8th
M onth
9th to
10 th
M onth
11 th
to 12 th
M onth
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Online marketing
Developing websites on
differe nt platforms
Development of design
and content
Analysis of viewers on
the web page
Result analysis
Offline marketing
Creating the advertises
for TV channels
Collaborate with the
news papers
Add posters
Add company name on
bus sides
Dire ct inte raction with the
re s taurants
Analysis of the outcome
Improve the content
based on the result
Final representation of
the plan
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