Vegan Cent Marketing Plan

This document outlines the marketing plan for Vegan Cent, a vegan restaurant specializing in North African cuisine. It discusses the target audience, SWOT analysis, 4 P's analysis, and offline and digital advertising strategies. The plan aims to attract customers, increase revenues, and establish the brand in the market.

Integrated Communication Plan
Vegan Cent Marketing P

Vegan Cent
Parent Company
Food & Beverages
Sector
Restaurants
Category
North African Cuisine In your City
Tagline/ Slogan
Vegan Cent
USP: Unique Selling Proposit
Provides a nutritious vegetarian food menu from
three Different north African Cuisine

Why A Vegan Restaurant ?
• The future is shifting to plant based.
• Massive shift to vegan diet.
• Due to corona and many other diseases people stop eating meats and shifted to plant bas
• So future scope is high so this will be more profit-making business.
• We will be unique comparing to available options with this Cuisine Combination .
—SOMEONE FAMOUS
Business Justification

New Report on Future of the
Vegan Food Market Says Global
Vegan Market to Double to
$31.4Billion by 2026
According to a brand new report, the global
vegan food market was valued at $14.2
billion in 2018 and is expected to reach $31.4
billion by 2026, registering a CAGR of 10.5%
from 2019 to 2026.
The report states that veganism has been
one of the mainstream “trends” in the food &
beverages industry and describes its impact
and direction.
Figures :
The evolution of vegan restaurants in the European
cities :
Souce: https://www.happycow.net/blog/the-growth-of-vegan-restaurants-in-europe/https://vegconomist.com/market-and-trends/new-report-the-future-of-the-vegan-
food-market-to-2026-states-global-vegan-market-to-reach-31-4billion/

Figures :
A groundbreaking new report has
predicted that the plant-based food
market will exceed $162 billion within
the next decade. A growing preference
for sustainable, healthier foods is
pushing the movement.
https://plantbasednews.org/news/economics/plant-based-market-skyrocket/

About
VEGAN
CENT
A Vegan Restaurant, with North African Cuisine
(Egypt-Tunisia-Morocco) Based in Cairo in
Egypt for Now.
Is unique in the region with cuisine combination
of those three countries ,and we will create
Favorable Atmosphere to recruit new
customers via our low-Cost Menu , which the
name of the Restaurant was deriving from it .

Our Restaurant Plan :

• Affordable Prices.
• Organic/Healthy Menu.
• Be unique with Rich variety in the menu offered on Cuisine Combination comparing to available options.
• Ensure Accurate Wait Timings.
• Maintain Hygiene And Cleanliness In Your Restaurant.
Our Value :

We Choose the logo with green color to reflect our
restaurant origin With :
• Capital V in the left side to symbolize that we
are Vegan.
• Our name which will be in the right center .
• Slogan that we are Making North African
Cuisine in the right down of the logo .
• All the logo is circled with green circle which
represent the earth.
Logo

Survey : Vegan Global Survey 2019
SURVEY OVERVIEW :
12,814 participants from 97 countries
All data collected from 18/10/2018 to
30/12/2018
All participants were vegan
DEMOGRAPHICS
81.9% or 10,494 of the participants
were female.
16% or 2,049 participants were male.
2.1% or 271 chose "Other gender"
which included transgender, gender
variant / non-conforming, agender,
genderfluid and more.
Source:
https://vomadlife.com/blogs/news/why-
people-go-vegan-2019-global-survey-results

TARGET AUDIENCE
25-34 y/o
35-44 y/o
18-24 y/o
GENDER
INTERESTS
Male
Female

SWOT ANALYSIS
• Innovative Idea.
• High Integrity.
• High involvement of Partners in the
Business.
• Low Cost Manufacturing.
• Compassion.
• Limited Budget.
• Lack of Experience.
• Few Employees.
• No Brand Equity.
• No Popularity.
• Lack of Resources.
WEAKNESSES
• Branch Expansion.
• Product Development.
• Online Offering.
• Market Penetration.
• Diversification.
• Market Development.
OPPORTUNITIES • Changes in Consumer Lifestyle.
• More ‘’Meat’’ Trend in restaurants.
• Vegans adopting to Non-Veg diet.
• Financial Issues.
• Laws and Legislations in Egypt.
THREATS
STRENGTHS

4 P’s ANALYSIS
The Pricing Strategy that we will use for ‘’Vegan
Cent’’ would be Economic Pricing. We would price
it affordable enough so our actual target market
would be our regular customer.
We are going to create a ‘’Vegan Restaurant’’.
There would be a lot of Vegan Menu specifically
designed for Vegetarians.
PRODUCT
We will be using Multiple Promotional Strategies
including Influencer Marketing, Paid Ads,
Collaborations and other ways too, to promote
Vegan Cent.
PROMOTION
The restaurant will be located in Cairo, Egypt.
PLACE
PRICE

We Set Our Measurable Goals as bellow :
Short Term :
• In the initial phase the Brand plans to enter this business with opening of the restaurant in Cairo .
• Increase Traffic and Attract 35 % of Vegan Consumers in the market to our Restaurant in the first 6 Months .
• Increasing revenues by 10% during the Second Semester After Opening .
• Increasing 5K followers on Instagram by first 3 Months After Launching .
Long Term :
• Development our Menu this is to make a strong and attractive menu with competitive prices within the first year.
• Establish our restaurants into various important cities and region of Egypt NorthAfrica , can expand into the foreign
Continentals in 5 Years after opening .
• Create the Prepacked Meals Made By Vegan Cent to be Distributed in the Supermarket .
• Launch our Startup , to Encourage Customers to walk (they will be Reward for Every Step(They Can Convert points
Collected by Walking or baying our prepacked food and redeemed in our Restaurant).
To Reach our Short Goal we will use the Tools in the next slide:
Our Goals :

The Communication Objective :
Target Audience
• Mainly Females.
• Medium and Low-Class People.
Marketing Objectives
• Make the Vegan Cent presence felt in the restaurant sector.
• Attract New class people
Media Strategy
• The main idea behind all of the integrated marketing communications and media strategy wi
deliver the message to the customers.
Media Objective
• Use sponsorships as well as highly visual print and television advertisement.
• To build a great image of the Restaurant this has a good brand image.
Timing
• 12-month campaign commencing December 1st of January , 2021.
• Continually recycling and adapting to evaluation results over the next 1 years
• To change its strategy between the particular time periods so that customers get new things
changes, the main purpose is also not to bore the person with same services.

Offline Advertising and Communication tools:
TV Advertisements : While to plan a TV Advertisement, we should clear something’s which are
important for it:
• Brand itself :The restaurant will be associated by the company’s brand name i.e Vegan Cent
Restaurants.
• Big Idea :The big idea can be initiated by associating a famous celebrity like Bassem Youssef t
promote our restaurant.
• Strategy : Providing excellent support network to attract the customers like by initiating the on
method of providing services and providing the best catering services to the customers.
• Tagline : The tagline adopted for the resultants is “North Africain Cuisine ”
Print ads in magazines : Print is one of the oldest and the most highly regarded media of adve
also a very challenging one. Executing a creative idea in the medium calls for various skills- creat
writing, visualization, designing etc. The main idea behind the print ad is to attract the customer
provide them best knowledge.
Newspaper advertising : The advertisement can be initiated in the newspaper as it results in w
effective coverage.

Offline Advertising and Communication tools:
Billboards :The billboards is regarded as the modern source of advertisement in which the elect
are displayed on the roadside.
So it looks to be an innovative idea to display the billboards in Cairo city where the restaurant is
established.
Collaboration with Health Specialists/Nutritionists and Travel Agencies : We Will Collabo
Nutrition Doctors for the Advertisement of our Restaurant and with Travel Agencies to Aim Touris

Dine-in Experience Advertising and Communica
Events: The advertisement can be done through events.
It is regarded as most innovative and a creative kind of advertisement which generally produces r
and promotes mass awareness.
Freebie Marketing: Giveaways, Buy one Get one, Discounts will be conducted on the social med
accounts to encourage first purchase.
Sponsorship: Food related and Health events in the nearby areas will be sponsored.
Special nights: for example, hosting a weekly happy hour.
Loyalty Program: Set up customer loyalty programs to give customers an extra reason to keep
from our Restaurant .

Digital Advertising and Communication tools
Website:It is highly recommended that fresh nature be an effective web presence in this interact
To promote the whole site, we will start an online marketing program.
A comprehensive and highly targeted group of websites should be chosen for the program.
The website must be registered with the Google search portal.
In addition, a number of tactical elements will help promote online awareness and program inqui
including:
• Online webinar
• Online newsletter
• Specialized Promotions and Partnerships
• Email Marketing
• Search Engine Optimization (SEO)
• Other platforms (TripAdvisor, OpenTable)
Influencer Marketing: To get reviews from famous Youtubers, Instagrammers, Tiktokers in Egyp
Social Media Ads : Paid Social Media Ads including Facebook, Instagram and YouTube ads.
Launch an app:Accept orders through an app, website, and Facebook Messenger with Zero com
means we keep 100% of profits.

Our Teaser Advertisement :
We Will Use the bellow Teaser advertisement in Social
Media to make people interested and inquisitive about
our new Brand by giving only a little information about it.
This kind of advertisement will work with Egyptian
Customers because it will touch the most famous part in
Egyptian Personality ,Which is Curiosity .
We provide for them Our Instagram Account to know
more about us.
We will launch this Advertisement just two weeks before
the official opening in the online Communication channel
which we will use .

Our Radio Advertisement :
We Choose to play the bellow Audio Ad on
Radio to Increase Top of Mind Awareness and
brand recognition , especily that as per Survey
made byU.S. Agency for Global Media one in
five Egyptians use the radio, however this is
not including the audience in the famous
public transportation in Egypt in (Microbus
Taxi) which will Create more audience for us .

ACTIVITY
:INFLUENCER’S PAYMENT EGP 10,000
FACEBOOK/INSTAGRAM/YOUTUBE ADS EGP 15,000
GRAPHIC DESIGNING / AD DESIGNING COSTS EGP 250
AD COPYWRITING EGP 150
PRINTING EGP 10,000
VIDEO SHOOTING EGP 600
SPONSORSHIPS EGP 5000
BILLBOARDS EGP 25,000
LOCATION RENT EGP 10,000
UTILITIES / BILLS EGP 10,000
DESIGNING, SETUP, DECORATION AND FURNITURE EGP 30,000
MISCELLANEOUS EXPENSES EGP 15,000
COLLABORATION EGP 10,000
TOTAL EGP 141,000

Evaluation of the Planned IMC :
Evaluation of an IMC plan is not easy because often communications effects are difficult to measu
At times they may not even have a direct impact on sales or profitability;
So We will measure the actual performance either through bellow figure:
• A general market research can be undertaken to generate the public views.
• Number of orders .
• Monitoring of the revenues generated on weekly basis.
• Return on investment :(Sales growth – Marketing cost)/Marketing cost = Marketing ROI
• Overall website traffic .
• Followers/fans: the total number of people who are following our Restaurant on social media.

THANK YOU