Principles of Marketing: Developing a Vegetarian Food App for Paris Market

This report discusses the development of a vegetarian food app for the Paris market, including market evaluation, segmentation, ideal customer, pricing strategy, and marketing strategies. The target audience is people with certain food preferences, and the app aims to provide the best vegetarian restaurants in Paris. The pricing strategy is value penetration, and the marketing strategies include social media marketing and collaboration with content creators. A Gantt chart is also provided.

PRINCIPLES OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketplace evaluation................................................................................................................3
Segmentation of market...............................................................................................................3
Ideal customer..............................................................................................................................4
About the app and aim of the app................................................................................................5
Pricing strategy............................................................................................................................5
Marketing strategies.....................................................................................................................6
Gantt chart....................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
This report in particular provides information regarding a start up company that has
particularly developed an application for a particular target market in Paris in particular. The
report provides information regarding the company and the objectives the company is wanting to
achieve in a particular duration. The report also describes the requirement and the demand of
such kind of application in the market. The problem this application is particularly solving is also
described below. And lastly, the target market that the app is particularly focusing on and the
marketing communication techniques that the company will follow to enhance the awareness
regarding the app and its demand too.
MAIN BODY
Marketplace evaluation
The Paris market is well- known for the different kinds of and the quality of bread and
other food items in particular the market provides to its customers in particular. Geschermann.
and Moser. (2017) states that Paris is a huge market for food products as the city has a good
positioning for the tourists that visit the place in particular. Also, the people who are the residents
of the city have changed their food preferences in terms of the changing health issues and mainly
because everyone is concerned about their health and maintenance of their lifestyles after the
pandemic in particular. Hence, this has become a requirement that follow a specific lifestyle in
particular. Dolnicar. Grün. and Leisch. (2018) particularly says, and is demanded in the markets
of Paris too. The places in which the app will provide its services in particular is only in Paris. It
is not only for the residents of Paris though. All the tourists as well as the residents who prefer
vegetarian food and have considered this dietary change as their lifestyle are welcomed to
download this application in particular. The major risk is the value risks which specifically puts
up a question regarding the requirements that are fulfilled by the app.
Segmentation of market
The human resource department of the company should particularly focus on reviewing
the strategies that are implemented for the promotion of “VegSmug” in particular. As per
Schlager. and Christen. (2022) The segmentation can be done on the basis of demographic
factors. This can be done through checking the increase in the number of downloads that are
particularly done in a specific period of time and is the app “VegSmug” going to achieve the
target of attaining 1000 + downloads in a duration of 2 months with that speed in particular. If

not then better marketing strategies should be implemented for enhancing the levels of customer
interaction on the app.
The app has been marketed in a well- mannered way because the target audience is
mainly the individuals who are specifically aged between 16 years to 45 years and this range of
people or individuals are the only ones that are particularly more inclined towards social media
in particular in the present times and most of their time is spent on the social media platforms
only. Also, content creators are the best way and also one of the most accessible as well as
feasible to market the services that are provided or conducted by the company in particular.
Ideal customer
The target audience or the target market basically refers to the people or individuals that
the company or in this case the application will mainly focus towards. According to Luo. and
et.al. (2018). The target market of “VegSmug” in this case are the people who are inclined
towards being healthy in terms of their food preferences or based on their health related issues or
religious concerns as well. “VegSmug” particularly is an app that directs people towards the
most popular and most suitable vegetarian food places around Paris in accordance to their
preferences. As per Hill. and Alexander. (2017) On demographic basis, the people or individuals
who specifically have certain dietary preferences and mainly who eat vegetarian food. Also, the
people who are interested in trying out different options and are inclined towards living a healthy
lifestyle and are mainly in between the age group of 16 years to 45 years. Ekbote. (2017) states
that, Also, the people who are not much knowledgeable about the city and have diverse food
preferences can choose a place according to their individual desires or food choices in particular.
This is a concept that does not cover the widest market as this is only focused on people with
certain food preferences or certain dietary preferences in particular. For human resource
allocation, interviews should be conducted and the most suitable individuals for specific roles
should be selected and the qualification and understanding of the market and the issue that the
app is solving should be present within the individual. As per Ok. and et.al. (2018) This should
be done by considering the budget that is very important as it should not be exceeded as the
company is a start- up and it will affect it majorly. Then as per the budget decided the company
should opt for the most appropriate and advanced technological requirements and equipments for
better marketing and enhancement in the sales of the company in particular. According to Latif.

Lakhrissi. and Es-Sbai. (2016). And lastly, financial resources should be arranged from financial
institutions or other companies.
About the app and aim of the app
The biggest fear that most vegetarian people have and specially tourists that whenever
they will visit a foreign country, they might not get vegetarian food which might be preferred
and not have much food preferences. But in the present times a lot of people all across the world
are shifting towards vegetarian and vegan culture and changing their dietary demands in
particular for the betterment of their health. As per AlJazzazen. (2019) This is why to make the
process of searching preferable vegetarian food in Paris this application is developed. The name
of the app is “VegSmug” which is abbreviated as VS. The tag-line of the app is “ All choices are
preferable”. This basically states that all the food preferences of individuals need to be given
importance. Product basically refers to the product or the service that is provided by this
particular application- “VegSmug”. Thabit. and Raewf. (2018) states that, The services that are
provided by the company in particular is to provide services for the best vegetarian restaurants
through understanding the dietary preferences of the customers by giving them certain options
before the restaurant recommendations are given to now what the customers are particularly
craving on that specific day in the vegetarian menu and what restaurants provide the best dishes
related to that.
Pricing strategy
The price will not be charged by the customers as it is a new app and no one will
download r use it if there are charges. Grădinaru. Toma. and Marinescu. (2016) states, Hence,
the income or revenue will particularly be generated through holding advertisements on the app
and from the restaurants after the restaurants get a certain percentage of customer rush due to
their registration on the app. The pricing strategy that will be used will be value penetration in
particular. If required in the future a particular amount will be charged by the customers, The
major risk that will particularly arise is the acceptance of such an app from the side of the people
or the market in particular. Ahmed. (2017) states that it Is the application solving the major
problem because of which it was made or prepared? Another risks is the business viability risk.
Which is regarding the aspect that the development and the marketing of the application is
revenue worthy or business worthy or not . And one major risk is the financial risk, which states
that the financial resources that are required will be sufficient or not and if not the company

should have a back -up in particular for decreasing the chances of any further risks. This strategy
will particularly cover up all these risks.
Marketing strategies
The most appropriate marketing strategy for a start up in particular to opt for social media
marketing. Which means marketing on digital platforms like Instagram and Facebook majorly.
According to Tong. Luo. and Xu. (2020) “VegSmug” should do so by marketing its services that
it provides in particular on its personal social media platforms. Also, the company will
collaborate with content creators who create content mainly in the genre of food related
information, which will reach the target audience of the company as their followers will mostly
be people who are interested in food. As per Slootweg. and Rowson. (2018) Then, “VegSmug”
will run social media campaigns regarding food preferences of people which will help the
company to understand the range of people that are interested in such type of things or
application. And also, the company can spread brochures in big restaurants and partner with
them to list their restaurant on the app in return to provide brochures regarding the information of
the app to their customers. Saura. Palos-Sanchez. and Correia. (2019) states This will work as a
win- win situation for both the company or app “VegSmug” and the restaurant that is partnering
as well.
The major resources that will particularly be required for the purpose of enhancement of
the awareness, sales and the number of downloads of “VegSmug” are mainly, efficient as well as
proficient human resources for the purpose of getting the most appropriate marketing strategies
ready and then implement it in the most impactful manner among the targetted individuals
specifically. According to Snell. and Morris. (2018) Also, technological resources are necessary
for implementation of social media marketing communications and to cope up with the
requirements of the market in particular. Mainly the financial resources are required to bring the
most advanced technological devices and equipments that are required to bring the best possible
results in terms of the increase in the number of downloads to around 1000+ in a period of 2
months specifically. Joshi. Tyagi. and Agarwal. (2021) states This will also motivate the existing
human resource of “VegSmug” and also enhance the interest of more proficient employees
towards the application in particular.
The promotional techniques will particularly be targetted towards the target audience
specifically. As per Pogorelova. and et.al. (2016) So that there is no extra wastage of financial

resources by the company and the human resource is also not more stressed for something which
is not even worth the stress. The marketing strategies will be discussed further.
Gantt chart
Task Name Duration Start Finish Predecessors
Project Initiation 2 days Mon 3/7/22 Tue 3/8/22
Aim and Objectives 2 days Mon 3/7/22 Tue 3/8/22
Project Planning 23 days Mon 3/7/22 Wed 4/6/22
Market evaluation 3 days Mon 3/7/22 Wed 3/9/22
Target audience
determination 5 days Thu 3/10/22 Wed 3/16/22 4
Resources required 5 days Thu 3/17/22 Wed 3/23/22 5
Marketing mix
preparation 10 days Thu 3/24/22 Wed 4/6/22 5,6
Project Execution 13 days Thu 4/7/22 Mon 4/25/22
Allocation of the
resources 5 days Thu 4/7/22 Wed 4/13/22 6,7
Marketing strategies 8 days Thu 4/14/22 Mon 4/25/22 9
Project monitoring 14 days Tue 4/26/22 Fri 5/13/22
Overviewing the
strategies implemented. 7 days Tue 4/26/22 Wed 5/4/22 10
Risk mitigation 7 days Thu 5/5/22 Fri 5/13/22 12

CONCLUSION
This report in particular states information regarding the application that is made by the
company to aim a specific target audience as well as solve a particular problem that is faced in
the market of Paris by people with certain food preferences in particular. This is specifically
done through presenting marketing mix and identifying the specific target audience that the
application particularly wants to focus on. Lastly, a Gantt chart is also prepared in the above
report.

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