Marketing App: Segmentation, Targeting, Marketing Mix and Marcomm Communication

This report discusses the marketing strategies for launching an app that aims to feed children for free in Tel Aviv. It covers market segmentation, targeting, marketing mix, and marcomm communication. The report proposes the brand name 'Food Sharing' and the tagline 'Sharing is Caring'. The target audience is people who belong to the medium to premium class and who like to do social work. The Gantt chart outlines the timeline for implementing the marketing plan.

MARKETING APP
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Approach for segmenting the market...........................................................................................3
Proposal for the product element.................................................................................................4
Segmentation and targeting.........................................................................................................4
Detailed marketing mix recommendations for app positioning...................................................5
Marcomm communication...........................................................................................................6
Gantt Chart...................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the set of actions that is taken by the business in order to promote their product
and services, it also involves the market research (de Oliveira, and Sousa, 2020). It is the crucial
part of the business to positioned their product which is able to grab consumer attention towards
it. marketing is very essential as it helps in assisting for movement of products, as goods and
service are made and available for customers from distinct intermediaries which are wholesalers,
retailers. Tel Aviv, most popular city in Gush Dan metropolitan area of Israel, it is considered as
world’s top ten city to visit. City has the popular marketplace and having a best market for food
where Shuk HaCarmel is famous. This report will cover the positioning of Application within the
Tel Aviv market, through this app tourist or local who usually believes in social work can easily
feed the children for free by searching the locations where food places offers nutritional values,
allergy advices and other services. Report will carry out the market segmenting, targeting and
segmentation, pen portrait, marketing mix and marketing communication with Gantt chart.
MAIN BODY
Approach for segmenting the market
Tel Aviv city consider as the cultural and commercial city of Israel country, it is the city with
savvy attitude and cultural perspicacious. This city operates in a hyper modern society where the
people does not represent the complete traditional Jewish culture, residents mainly follows the
Jewish religion and also have Muslims and Christians. Hebrew is the official language which is
spoken by the residents, city has good attraction which is able to marks greater visiting of tourist,
they have better sightseeing option which highlights the beaches, great foods, museums
(Danylyshyn and et.al 2021). It is found that tourist from United States visits most around 19
percent of tourist come from US, that is follow by the Germany, France, Russia country.
Approximately 4000 restaurants and other eateries are present in Tel Aviv’s market, restaurants
in the city serves foodies with the range of middle Eastern cuisine and other dishes also have
Mediterranean’s finest bites, where dishes include the Shawarma, Falafel, Hummus etc.
To launch the app that is made for the people mainly tourist who likes to feed children for
free, over the app they can easily found the restaurant to provide the free meal course to the poor
children. Therefore, for app launch Tel Aviv city’s market is better for segmenting, therefore it is
3

important to understand the competition in the market, it is the better marketing strategy to keep
focus on not only customers but also to focus on the competitors. Thus for the application for
free food meal there are some app store within the Tel Aviv market that are Yango deli, Wolt,
Golda. GeoRest LTd. Therefore, it is important to analyse the market environment to sustain and
grow in market.
Proposal for the product element
Brand name is applied by the businesses for their particular product and service where the
tag line should be professional and attractive enough to gain attention of large audience. Thus for
app store brand name can be “Food sharing” and the tagline is “sharing is caring”. Reason
behind selecting this is to communicate the purpose of the app which is to search for the
restaurants and donate food to children. This particular app will have the best interface and easy
navigations that helps in searching for the food restaurants, it also has the sections where it gives
the details about restaurant as their food preparation which is made by considering food safety
standards, also assists to the best restaurants where it shows the menu for eat free and have the
feedback or review section in the bottom of the app.
Segmentation and targeting
a) Ideal consumer for the app are people who belongs to medium to premium class and people
who likes to do social work, tourist that are old age, parents who likes to do charitable work. As
some have the nature to support other they do not consider it as beneficiary work for them, thus
there are many visitors who have better education and income level aims to help residents of the
place where they are visiting to, as mainly parents and carers aims to search out the place where
the get food under their budget so they easily do charity if they are socially responsible and
prefers to support poor or needy people (Kozlovskyi and et.al 2018).
b) Demographic segmentation covers the variables which are age, gender, education,
employment which helps in understanding the target consumer and their specific needs. Reason
for selecting this is understood by the marketing mix theory as per this theory it can be
understood that people who have better income level and belongs to middle to premium class
seem to help needy people. For lifestyle and behavioural segment, through communication mix
theory it is cleared that people who have the lifestyle to often visit restaurant twice in a week and
have social behaviour to help others, thus reason for targeting this segment because in this

particular segment social service provider’s agencies are there which is assure that people have
more social values. For benefit segmentation, on the basis of 7p’s of marketing mix theory, it is
found that people who have the better income sources are targeted as they generally donate the
stuff to needy people. Geo demographic segmentation is targeted for characterising the
neighbourhood, thus it leads to avoid inefficient spending, therefore people who belongs to
social class also have the friends and families that also interested in social work.
c) Pen portrait
Alex is 45-year-old; he works in the retail organisation at the position of chief marketing
manager. He is married and have two children, he likes to visit different places for exploration
and also spends some time on social media platform where he has accounts on Instagram,
Facebook, twitter. On weekends he likes to visit restaurants with family to spend some time.
Alex is associated with the charity firm to support the needy people, he also spent some time
with the orphan’s children to support them and do some volunteer work (Gnizy, 2019). he also
involves their both kids into the volunteer work so that they will also develop the social habits to
do charity.
Detailed marketing mix recommendations for app positioning
Marketing mix is the better comprehensive marketing plan which, it is the successful
planning for the brand promotion of any services and products. It involves the factors which are
price, promotion, product.
Product: It is the main things which need to be delivered in market to make the way for revenue
generation. In this case product is Application that aims to deliver free food services to children
through people who support charity work (Yunus and et.al 2019). on the basis of product
offering model which states to fill the gap among product management and marketing
interactions, therefore it is important to have the services available on the app that directly
understood by the people.
Price: For this app, it should be avail for user to download it for free as it gives the first
impression on the people who prefers to do charitable work, as they will easily download it and
search for the restaurants, they can easily use monetization strategy as to advertise, subscriptions,
selling merchandise, referral marketing.
5

Promotion: On the basis of brand management model it is important to first communicate the
purpose of product. Thus for App it is important that user can get the idea also to use the various
platform which are Facebook’s advertising tool to promote the app, for an instance people like
Alex who spent time on social apps and also do charitable work can easily get the information
about app to help needy children to feed.
Marcomm communication
Marcomm communication an marketing communication that aims to target the interaction
with the target customers through platforms like social media, direct email, newspaper,
magazines etc.This is the way best to help the businesses in educating the people about their
product and services, Marcomm often consider as the voice of the brand to develop a relationship
with the customers. Thus marcom strategy states first to analyse the market and then target the
segment and target the customers, then it is important to identify the unique selling proposition
and then providing solution with the product that aims to fulfil audience requirement (Lee and
Johnson, 2019). Thus for the app food sharing is also important for firm to identify the potential
customer who belongs to middle to premium class and who indulge into charity work.
Gantt Chart
Task Name Duration Start Finish
Identifying the target
audience 2 days Mon 5/16/22 Tue 5/17/22
Setting Marcomms objec 3 days Wed 5/18/22 Fri 5/20/22
Developing Marcomms
budget 7 days Mon 5/23/22 Tue 5/31/22
Designing
communications 3 days Wed 6/1/22 Fri 6/3/22
Choosing the
communication channels 5 days Mon 6/6/22 Fri 6/10/22
Implementing plan 10 days Mon 6/13/22 Fri 6/24/22

Evaluation 6 days Mon 6/27/22 Mon 7/4/22
Monitoring and control 10 days Tue 7/5/22 Mon 7/18/22
Performance measurement 5 days Tue 7/19/22 Mon 7/25/22
CONCLUSION
From the above report it is concluded that having a better market strategies leads to the
desirable outcome. Following report have highlighted the launch of app that aims to target
7

people who mainly do charitable work to feed children. Above it discussed the segmentation,
marketing mix, marcomm communication and lastly covered the Gantt chart.

REFERENCES
Books and journals
Danylyshyn, B. and et.al 2021. Designing a Marketing Strategy for the Development of
Industrial Tourism in the Region. Journal of Optimization in Industrial
Engineering. 14(Special Issue), pp.1-8.
de Oliveira, C.P. and Sousa, B.M., 2020. Green consumer behavior and its implications on brand
marketing strategy. In Green marketing as a positive driver toward business
sustainability (pp. 69-95). IGI Global.
Gnizy, I., 2019. The role of inter-firm dispersion of international marketing capabilities in
marketing strategy and business outcomes. Journal of Business Research. 105. pp.214-
226.
Kozlovskyi, S. and et.al 2018. The marketing strategy for making optimal managerial decisions
by means of smart analytics. Innovative Marketing. 14(4). p.1.
Lee, J.Y. and Johnson, K.K., 2019. Cause-related marketing strategy types: assessing their
relative effectiveness. Journal of Fashion Marketing and Management: An International
Journal.
Yunus, E. and et.al 2019. The effectiveness marketing strategy for ride-sharing transportation:
Intersecting social media, technology, and innovation. Entrepreneurship and
Sustainability Issues. 7(2). p.1424.
9