Marketing Plan for Launching a Veg Restaurant App in Place St-Michel

This report discusses the marketing plan for launching a vegetarian restaurant app in Place St-Michel, Paris. It covers market segmentation, ideal customer, product proposal, pricing strategy, and marketing communication proposals.

UNIT PRINCIPLES OF MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market Place................................................................................................................................3
Segmentation...............................................................................................................................3
Ideal customer..............................................................................................................................4
Proposal for the product element of application..........................................................................4
Pricing strategy............................................................................................................................5
Explaining marketing communication proposals........................................................................5
Gantt Chart...................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Principles of marketing deals with four factor such as product, price, place and promotion
which play essential role in developing accurate marketing strategy. Along with this, for business
to be successful four P’s of marketing is essential as it align all the condition of marketing. The
present report will discuss about marketing plan and the way it will help in launching application
for restaurant.
MAIN BODY
Market Place
Veg restaurant app will be focusing on Place St- Michel as it is one of the best known
location in Paris and it also famous tourist spot for food bloggers. The area is in heart of Latin
Quartar and it has been home to students and traveller. This area is usually packed with tourist
and locals as they inform tourist about the culture of Paris and traditional food ( Place St-Michel,
2022). Although there is great variety of eatables lie couscous to doner kebab to Asian food to
traditional French dishes like Coq Au Vi or Escargots. This place is small street and there are lots
of Café and restaurants for the visitors. There is historic café like Rue De la Huchette which is
known as middle ages for its inns since 17century. In this street French dishes like couscous,
Raclette, Greek food, sushi and other dishes are available to tourist at decent price and quick
delivery. Moreover, this street has been selected for Veg restaurant app because this place is
confusing for tourist as there are variety of cafes and restaurant. Although with the help of this
app tourist will be able to identify vegan and vegetarian café as most of French dishes are non-
vegetarian.
Segmentation
It helps in defining and understanding the target audience as well as ideal customer. Along with
this, it will benefit organization in increasing the chances of people engaging and resulting in
effective camping as well as improved investment on return.
Demographic: Application will be targeting customer above the age of 12 and young adults as
they are more interested in travelling. Audience of all income type is preferred as subscription of
app fees will be standard and customer of any geographical region will be selected. Specifically,
tourist and local of France will be give more preferences compare to others. One of the benefit
of this type of segmentation is gathering information is easy and low cost.

Behavioural: Customer that mainly make use of online purchasing will be targeted as
application is mainly based on digital technology. Thus targeting such customer will be very
beneficial in increasing the brand awareness of application.
Geographic: The market area of Paris has been located and the advertisement related to such
location. This will help in attracting customer from other nation as it will help tourist to visit
France more often and find the best restaurant according to their taste.
Ideal customer
The ideal customer for this application are going to be varying upon the services that are
going to be provided on Place St Michel. As this vegetarian restaurant is located in Paris the
majority of its customers are going to be from Paris which prefer vegetarian food over non
vegetarian food (Švajdov, 2019). The discrimination of the group of people is going to be made
through different age group. As far as the age group is concerned it includes the seniors, young
adults and college students. The location of this restaurant is going to attract the people which
are related to some business and certain football fans as the location is also famous for nearby
sports attraction.
Over this application the customers are going to have the full overview of the different
types of cuisines that are going to be available for the customers. Hence, the application would
be targeting the customers that are surfing the internet looking for places for vegetarian dishes
(Pluta-Olearnik, 2018). It can be said that social media platforms are going to be the place on
which this application is going to be promoted. Hence, the target customers are also going to be
the ones that are fairly active on social media and are going to get attracted by these marketing
practices.
As far as the other demographics are concerned for this application the target customers
from the income status of the customers. Hence, it has been seen that the organization needs to
attract the customers which has more operations which can generate the success. The profit of
the organization would be higher if it focuses on these specific customers for their target in the
happy operations. For being able to achieve the success that the business is going to achieve.
Proposal for the product element of application
The product element of this application is going to include the vegetarian dishes that are
considered to be the main factor of marketing for the products (Duffett and et.al., 2019). The
vegetarian element of the product is going to help in attracting the customers which are looking

for the specific food over the internet. The application would be designed in a way that it
represents the food of the organization with more effective designs and quality. The product of
this restaurant is going to be healthy in nature with optimum quality for being able to achieve the
success that is required. The following is going to be the tagline for this restaurant application.
Hot & Fresh vegetarian food throughout the day, its only vitamins and supplements for
which you pay.
This tagline will work because it is going to hit the customers at their complete desires.
The focus of this organization is going to be essential for being able to achieve the success that is
effective for the operations to be able to generate the success that is required. Achieving better
results is going to be the key factor for the application that is going to be successful through this
form of marketing.
Pricing strategy
The pricing strategy of this application is going to be based on the Freemium which is an
acquisition model that is going to take part in pricing. In this the services of the application for
looking at the menu and booking seats at the restaurant is going to be free for a certain period of
time. This would attract the customers to the application from which the business would be able
to charge for the services of the application after the free period is over (Yoga, Korry and
Yulianti, 2019).
As far as the products of the restaurant are concerned this organization is going to focus on a
competitive pricing method which is the most effective form of pricing strategy that is able to
help the business be effective in the competitive market. This is a very good strategy that is used
for the establishment of prices which are based on the competition of charging. Good strategy in
the right circumstances is going to help the business to be able to provide fair pricing at the
organization.
Explaining marketing communication proposals
The marketing communication proposal for the application for Place St- Michel includes the
following,
Goals:
The goal of this application is reach most customers with its services of vegetarian food.

For the achievement of this goal this marketing communication proposal is created that is going
to consider some of the key factor which are the key towards the success of the organization
(Arrigo, Liberati and Mariani, 2021).
SUMMARY:
This business is going to firstly focus on the social media for being able to find out the
areas that are considered to be able to achieve the success. There are other factors that are going
to be able to achieve the success that is essential. The administration of these reviews is going to
be taken under consideration for being able to complete the preliminary research that is going to
help achieve the key approach for the demographics.
DETAIL MARKETING COMMUNICATIONS:
For this application the use of digital marketing tools is going to be the key factor of
consideration for being able to achieve the success that is required (Zephaniah, Ogba and Izogo,
2020). In order to be able to achieve the further details the business has been able to gather the
success that is going to help outline the objectives. Understanding the areas of discussion is
going to help measure the success of marketing through social media platforms for this
application. Being able to reach the customers it’s going to be very effective for the business to
provide them with the best customer’s services that are going to help the organization manage
the operations. Success of this marketing communication is going to be effective when the
business is going to achieve the success that is required.
Gantt Chart

Ta Modesk Ta amesk N rationDu tartS iniF sh Predece orss s
A tou
c ed leS h u
d
dea enerationI G da3 ys Mon 8/29/22 edW 8/31/22
A tou
c ed leS h u
d
ra tin o ecti eD f g bj v s da5 ys Thu 9/1/22 edW 9/7/22 1
A tou
c ed leS h u
d
d etBu g da10 ys Thu 9/8/22 edW 9/21/22 2
A tou
c ed leS h u
d
e mentationS g da5 ys Thu 9/8/22 edW 9/14/22 1,2
A tou
c ed leS h u
d
Mar etin comm nicationk g u da11 ys Thu 9/22/22 Thu 10/6/22 3
A tou
c ed leS h u
d
e elopin Pricin trateD v g g s gy da4 ys Thu 9/22/22 T eu 9/27/22 3,4
A tou ocial Media Mar etinS k g da6 ys riF 10/7/22 riF 10/14/22 5,6

c ed leS h u
d ampai nC g
A tou
c ed leS h u
d
Monitorin and controlling g da7 ys Mon 10/17/22 T eu 10/25/22 6,7
A tou
c ed leS h u
d
at erin eed acG h g f b k da15 ys edW 10/26/22 T eu 11/15/22 8
A tou
c ed leS h u
d
Modi icationf da5 ys edW 11/16/22 T eu 11/22/22 9
CONCLUSION
From the above report it has been conclude that marketing plan is essential in order to
launch application as it will contribute in finding the right tactics and customers increase in sales.
Along with this, study has defined about various tools of communication which will help in
increasing the brand awareness.

REFERENCES
Books and journals
Švajdová, L., 2019. Modern Marketing Communication in Tourism. Marketing. 4(2).
Pluta-Olearnik, M., 2018. Integrated marketing communication–concepts, practice, new
challenges. Marketing Instytucji Naukowych i Badawczych. (2 (28)). pp.121-138.
Duffett, R. and et.al., 2019. Effect of YouTube marketing communication on converting brand
liking into preference among millennials regarding brands in general and sustainable
offers in particular. Evidence from South Africa and Romania. Sustainability. 11(3).
p.604.
Zephaniah, C.O., Ogba, I.E. and Izogo, E.E., 2020. Examining the effect of customers’
perception of bank marketing communication on customer loyalty. Scientific African. 8.
p.e00383.
Yoga, I.M.S., Korry, N.P.D.P. and Yulianti, N.M.D.R., 2019. Information technology adoption
on digital marketing communication channel. International journal of social sciences
and humanities. 3(2). pp.95-104.
Arrigo, E., Liberati, C. and Mariani, P., 2021. Social Media Data and Users' Preferences: A
Statistical Analysis to Support Marketing Communication. Big Data Research. 24.
p.100189.
Online references
Place St-Michel, 2022. [Online]. Available through <
https://francetravelplanner.com/go/paris/rests/rests_st_michel.html >
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