Everton: Marketing and Product Development Plan for Cook-Me App

This project presents a comprehensive marketing plan for Everton's Cook-Me mobile application. The plan begins with an introduction to the app, which provides users with access to cooking recipes, cooking vessel maintenance tips, and the ability to purchase Everton cooking utensils at discounted rates. The plan includes a detailed company history, market overview, SWOT analysis, and product development stages, from idea generation to commercialization. Marketing strategies encompass product, place, price, and promotion, with a focus on the Australian market. The app is designed for Android phones and offers a subscription model. The plan also details the marketing mix elements, including pricing, distribution channels, and promotional activities, such as advertising in print, visual, and social media. The conclusion highlights the app's potential success and its value proposition to customers.

Marketing Plan for ‘COOK-
ME’ Mobile App for Everton
Name of the Student
Name of the University
Author Note

Introduction
Accessing cooking recipes, tips on cooking food and tips on the
maintenance of cooking vessels, on the go or in a quick and easy manner
is of essence in today’s day and age
People travel extensively for work as well as for entertainment, and
relocating in new destinations for business or professional pursuits is not
uncommon.
When settling down in a new location, it is necessary for people to cook
their own meals easily and quickly so that they can devote their energies
to getting adjusted to the new area of residence a lot more.
For those who lead a busy professional life, who have to travel a lot for
their work or who are employed in the type of job that will lead to them
being re-located at the drop of a hat, accessing something like the Cook-
Me mobile app will certainly prove to be useful.

Introduction (contd…)
Everton is a leading company in Australia that specializes
in the provision of high quality cooking utensils.
Everton products are available at cost effective rates and
customers get an extensive range of vessels to make a
choice from.
This assignment prepares a marketing and product
development plan that can be used by Everton to market
“Cook Me”, a mobile based application that will give users
access to cooking recipes and cooking vessel maintenance
tips easily, and which will enable them to purchase Everton
cooking vessels at discounted rates as well.

History of the Company
Everton is a family run business in the
country of Australia
The company sells 10000o or more products
of various brands and is renowned for the
quality of its goods
Everton is one of the most trusted stores in
Australia going by Google reviews
The products sold by Everton are of excellent
variety and quality and are available at cost
effective rates along with product warranties

Market Overview
Market Performance – Everton is a company that
has been performing consistently well. It is a family
run business and has acquired the faith and trust of
customers because of the quality of its products and
the economical prices of the same.
Market Definition – The target audience which a
company like Everton has been catering to are
people who have purchasing power, who are enrolled
in jobs or who are students and who need to have
cooking utensils and appliances at home with which
to make their food.

Market Overview
Market Trends, Problems and Opportunities –
This section will be analyzed using the framework of SWOT
Strengths – The key strength of Everton lies in the quality of its
products. Cooking utensils and other products sold by the company
are of the highest quality.
Weaknesses – The company does not make as much use of social
media marketing as it ought to. Variety also tends to be limited with
respect to certain types of utensils
Opportunities – There is a demand and need for cooking utensils all
over Australia, so there is plenty of scope for the company to grow and
expand in the coming years.
Threats – Given the demand for cooking utensils and related products
in Australia, there is a possibility for new businesses to emerge that
offer similar or related products to that offered by Everton

Product Development
Idea Generation –
Everton is a company that has already acquired name
and fame because of the quality and the reasonable
pricing of its cooking utensils and related products.
The company will now market an app that can be
used in android based mobile phones.
This app is known as Cook Me.
It can be accessed by people on the go, for instant
food recipes, for cooking utensil maintenance tips
and for the purchase of cooking utensils offered by
Everton, at discounted rates.

Product Development
Screening –
The product that is developed, that is the
‘Cook Me’ mobile app will be screened by
experts prior to being launched in the
market.
The product will be screened for defects and
limitations, which if detected will be
immediately removed, and a rectified version
of the product will be developed again.

Product Development
Concept Testing –
Mobile app developers, the best known ones
at least, will be contacted for this project.
Their ideas and suggestions will be sought
and the concept behind the Cook Me mobile
app will be put to the test by conducting
extensive market research on what buyers
desire or expect when it comes to the use of
mobile apps.

Product Development
Business Analysis –
Given the widespread demand for cooking
utensils in different parts of Australia , it is
expected that food lovers in the country will
desire and welcome a mobile app that gives
them instant access to recipes and which also
puts them in a position to buy Everton
cooking utensils at discounted rates

Product Development
App Development –
The app will be developed over a specific
period of time by mobile software
development experts in Australia.
The best names in the business will be
recruited for this purpose and it is expected
that the average time taken for the
development of the app will range from six
months to one year.

Product Development
Test Marketing –
After the “Cook Me” mobile app is developed,
it will be put to the test over a period of three
months, for the detection of defects or
drawbacks if any.
Commercialization – The app will be
advertised widely in the print and visual
media and the economical price of Everton
cooking utensils when accessed through the
app, will be especially highlighted.

Marketing Strategies
Product – The product which is being marketed in
the present context is the Cook Me mobile phone
app. It can be downloaded and used in android
phones and it will give users instant access to
cooking recipes and cooking vessel maintenance tips
on the go, while allowing them to buy Everton
cooking utensils at discounted rates at the same
time.
Place – The product will be marketed in Australian
cities and towns like Sydney, Brisbane, Canberra and
Melbourne.

Marketing Strategies
Price – The price at which the app is made accessible
will be kept quite reasonable. The app can be
downloaded and used for a meager price of $ 2 and
for a period of six months, after which a renewal fee
of $ 2 will have to be paid once again.
Promotion – Cook Me is a mobile app that will be
advertised extensively on print and visual media. It
will be marketed on social media channels like
Facebook, Twitter and Instagram as well because of
the fact that such channels facilitate the quick and
easy dissemination of knowledge

Conclusion
Thus, it is expected that if launched
successfully enough in the market place, the
Cook Me app will prove to be a huge hit
among customers in Australia.
This is an app that will allow customers to
access recipes on the go in a quick and easy
manner. It will also allow people to learn how
to better maintain their cooking utensils and
enabling them to procure Everton products at
hugely discounted prices when they buy them
through this app.

References
Joyce, M.L. and Morris, M.H., 2017. Pricing
considerations in social marketing. In
Marketing the Public Sector (pp. 101-113).
Routledge.
Oakey, R.P., Cooper, S.Y. and Biggar, J., 2018.
Product marketing and sales in high-
technology small firms. New Technologies
and the Firm (London, Routledge, 1993),
pp.201-222.