Tel Aviv's Buffer Meals App: A Comprehensive Marketing Case Study

This case study delves into the marketing strategies employed by Buffer Meals, a food delivery app operating in Tel Aviv, Israel, which connects customers with restaurants offering free food services to children. The report outlines the app's purpose, which is to cater to visitors and promote local restaurants. It thoroughly examines the Segmentation, Targeting, and Positioning (STP) analysis, highlighting the app's geo-demographic segmentation approach targeting smartphone users aged 18-35 who appreciate both dining out and home delivery options. Furthermore, the study details the marketing mix strategy, encompassing product features, pricing models, placement across online platforms, promotional tactics using content marketing and social media, physical evidence considerations, the role of people (delivery staff), and process optimization for user convenience. The market communication plan focuses on utilizing social media channels like Facebook and Instagram, with key performance indicators (KPIs) such as follower growth and audience engagement. The report concludes by emphasizing the importance of a well-defined marketing mix strategy for brand development and customer acquisition, underpinned by thorough market segmentation and targeting.

Case Study

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK .............................................................................................................................................3
About the app..............................................................................................................................3
Segmentation, Targetting and Positioning..................................................................................3
Marketing Mix plans for the app ................................................................................................4
Market Communication plan for Buffer meals...........................................................................6
Gantt Chart..................................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The Target market is the end customer that the business sells the products to. It involves
segmenting the market for choosing a particular target market and preparing the marketing
strategies for the chosen target market (Yang, Yang and Dutta, 2022). Businesses need to
develop appropriate marketing mix strategy for developing market share in the target market
(Schlegelmilch, 2022). The following report is based on the case study of an app developed for
pointing the visitors or customers to the target restaurant market of this app in Tell Aviv city
located in Israel. The market is engaged in providing the free food services to the children. The
brand name of the app is Buffer meals that is a food delivery app and that will charge the
reasonable prices to make the visitors of this populous city to access the market for getting their
children free food services. The report will cover the Marketing mix strategy for this newly
developed app with its features, market communication and its segmentation, targetting and
positioning.
TASK
About the app
Buffer meals is an already developed food delivery app and a start-up company that
points the visitors in Tell Aviv to access the restaurant market that it advertises for and that
provides the free food services to the children. The app is developed to meet the needs of visitors
and to advertise for the target restaurant market of Tell Aviv. The app has a website i.e.
www.buffermeals.com that will support its customers to access the app and order the food for
free. The app will charge the prices for its services and not for the free food provided by its target
market to the kids. The app will target the marketplace such as The Carmel Market in in Tel
Aviv. This market provides wide range of food services and consists of traders that provide free
food to the kids.
Segmentation, Targetting and Positioning
The STP Analysis is a process of combining the marketing strategies in a one model. It
involves creating a market segmentation, targeting the selected segment and managing the
position of the product and service accordingly. The STP of Buffer meals is explained as under :
 Segmentation : On the basis of market research and information acquired, the company
can the company can divide its entire customer base in different audiences. There are

various type of segmentation on the basis of which the company can segment the market.
They include geographic segmentation, demographic segmentation, behavioural
segmentation etc.(Liao, Widowati and Puttong, 2022). In context with Buffer meals app it
will segment its market on the basis of geo demographic factors to get the large customer
base in the target market of Tel Aviv. The geo demographic factors include region of the
market i.e. The Carmel Market in case of Buffer meals app and demographic factors
include segmenting the audience on the basis of personal attributes such as age group,
education or occupation etc. The segmentation of Buffer meals will include the customers
who want to get their food delivered at home and for the customers who prefer to dine
out as the app will also be providing booking services for the restaurant.
 Targetting : When the company has created its segments in the market, now is the time
to target the customers from the selected market segments. For this, businesses need to
analyse which customer group can contribute most to the company in terms of
profitability (Qi and et. al., 2022). In context with Buffer meals, its target audience
includes people between the age of 18 to 35 years who can access the smartphones and
find it convenient to use the apps. As its segments include those who prefer to dine out
and those who prefer home delivery. The people who are not convenient with using
smartphones prefer to dine out but new generation which is the main target of Buffer
meals can have easy access to the app.
 Positioning : It refers to position the products or services to connect with the target
audience on personal level (Dare and et. al., 2022). Buffer meals will position it as a
platform where the restaurants, suppliers, consumers and logistic partners will be able to
interact with each other. It will position the products of restaurants through visual content
at the and attractive photographs of the dishes on the menu. The app will contain the
feedback receiving features that will help to gain the feedbacks of customers regarding
the app service. STP analysis will help the Buffer meals to target its market and audience
in the market place of Tel Aviv.
Marketing Mix plans for the app
Marketing mix refers to the combination of various components of marketing and
applying the set of actions to promote the products or brand of the company. It is imperative for
the businesses to develop an effective marketing mix strategy to promote the brand (Yeo, and et.

al., 2022). It includes 7 Ps that are descried below. In context with Buffer meals app, after
selecting the target market , its marketing mix strategy will be as under :
 Product : Buffer meals is an app that will demonstrate restaurants and food menus of its
target market of Tel Aviv to the visitors or customers to get their kids free food services.
It will provide the details , images and menus of the restaurants and will contain a portal
for the customers' feedback. The crucial services of its marketing mix will include online
ordering services Point of sale systems, Restaurant research and delivery, White label
apps and table reservations and management.
 Price : Buffer meals will not charge for the restaurants for providing their details on the
website. But the advertising such as putting banner ads on the apps will provide revenues
to the business for advertising the events of restaurants. It will also provide the
consultancy services to the restaurants so as to open their outlets in the target market of
Buffer meals that will generate more revenue for the business. The app will charge price
for food deliveries according to the commission set with the restaurant but it will deliver
free food service to the children.
 Place : The online service of Buffer meals will be available on Android, Ios and
Windows platforms. The app is mainly targetted to attract the target market of Tel Aviv
but will provide access to other customers of different states in Israel through providing
booking services as well. The app will be available to other countries such as India and
China as well. It is also active on various social media websites i.e. Facebook and
Instagram to attract the target audience therefrom by effective advertising.
 Promotion : Buffer meals will use content marketing strategy to advertise the food
products of restaurants through images. It will use the message delivery method and
blogs to promote the products. As the Buffer meals is a start-up company, it will use
social media channels to attract the customer and develop the customer base. It has set up
the collaborations with Paytm and Food Bloggers that will be displaying Buffer meals as
an option for any queries related to food that the customers will search for on these
applications.
 Physical Evidence : Buffer meals will not offer its own products as the app will not have
a particular physical presence. It will have a delivery system that will include the delivery

staff to take orders placed on the website. The app will act as a third party system as a
deal between the selected restaurants of Tel Aviv and the buyer.
 People : The Buffer meals will have the workforce consisting of its delivery staff that it
will utilise to deliver the best delivery services to its target audience in Tel Aviv. The app
is a start-up business that will not have more number of employees initially but with the
increased customer base, it will enjoy greater productivity.
 Process : Buffer meals will provide the hassle free experience to the customers by
making the process more convenient. To place the order, it is needed to sign in on the app
with the registered phone number and email address and after detecting the location ,
browse the menu. It will also have the option of feedback available to the customers.
Market Communication plan for Buffer meals
It refers to the media and messages that the marketers use to communicate with the target
markets (Winston, Berl and Sweeney, 2022). For example, traditional advertising, direct
marketing, social media marketing etc. The Marcomm plan for Buffer meals is as under :
 Marketing Objective : To establish an online food delivery app to attract the target
customers of Tel Aviv.
 Target market : The target market of Buffer meals is the market place of restaurants in
Tel Aviv that provide free food services to the children.
 Target Customers : The Target customers of Buffer meals include those having age
groups of 18-35 years.
 Marketing Channels : Buffer meals will use Facebook and Instagram to target its
customers on these platforms.
 Monitoring : It is needed to ensure whether the company is targetting right customers in
the right market. For this, Buffer meals can use KPIs like Follow account on social media
and audience growth rate.
Gantt Chart
Activities Week
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Context
analysis

SMART
objectives
Strategies
Tactics
Action
plan
Controlling
CONCLUSION
From the above discussion, it has been concluded that a proper marketing mix strategy is
required to develop the brand of the product in the target market and to attract the target
customers. But prior to setting the marketing mix strategy, companies must first identify their
market segment and target markets to position their products accordingly like Buffer meals has
done.

REFERENCES
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Liao, S.H., Widowati, R. and Puttong, P., 2022. Data mining analytics investigate Facebook Live
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Qi, D., and et. al., 2022. Winning ugly: Profit maximizing marketing strategies for ugly
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Schlegelmilch, B.B., 2022. Segmenting targeting and positioning in global markets. In Global
marketing strategy (pp. 129-159). Springer, Cham.
Winston, W., Berl, R.L. and Sweeney, R., 2022. Cases and select readings in health care
marketing. Routledge.
Yang, B., Yang, S. and Dutta, S., 2022. Platform Service Offering to Business Customers:
Strategic Considerations in Engendering Seller Use of Marketing Tools. Marketing
Science, 41(2), pp.361-379.
Yeo, S.F., and et. al., 2022. Investigating the impact of AI-powered technologies on
Instagrammers’ purchase decisions in digitalization era–A study of the fashion and
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