Marketing Report: Food Application, Market Analysis and Strategies

This report presents a comprehensive marketing plan for a food application designed to help users discover local restaurants in the Tel Aviv market. It begins with an introduction, followed by a market analysis of Tel Aviv, highlighting its vibrant food scene and the opportunity for a food-focused application. The report then delves into market segmentation, targeting young adults aged 13-35 with a focus on their interest in local food and digital convenience. A detailed application proposal is outlined, including the application's name, features, team structure, and a budget. The report further explores a market penetration pricing strategy, aiming to attract customers and build brand loyalty. A communication plan is also included, detailing the aim, objectives, target audience, budget, unique selling proposition, and channels for communication, including social media marketing. A Gantt chart provides a timeline for various marketing activities. The report concludes by emphasizing the importance of a well-defined business plan and effective communication strategies for a successful application launch.

PRINCIPAL OF MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market place................................................................................................................................3
Market Segmentations.................................................................................................................3
Customer......................................................................................................................................4
Application Proposal...................................................................................................................4
Pricing strategy............................................................................................................................6
Communication plan....................................................................................................................6
Gantt Chart...................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
The present report will discuss about application related to finding restaurant in market
area of Tel Aviv. It will be discussing about targeted customer of company as well as
communication plan.
MAIN BODY
Market place
Tel Aviv’s is one of the famous and largest market place of Israel. It opens every day of the week
and in this place local retailer sell handmade food product and designer clothes. Along with this,
it has small restaurant and all of plethora shops are budget friendly. In the farmer’s market
customer is able to buy great and fresh produce fruits as well as vegetable. There are variety of
the products available and all of them usually export to nearby states (Salazar, 2022). Although
this market is environmental friendly as farmer there do not make use of plastic bags and they
are not even allowed. Thus, this market is one of the tourist place where visitors can taste local
and fresh food. Moreover, the food application will be launched which allow user to get details
about the best local food available in the market. The application will fulfil the gap of attracting
customer by increasing the awareness about the farmer market. The application will be focusing
on particular group of target customer that are interested in local food. Moreover, this will help
in increasing the marketing of the market area which will benefit local retailer in increasing their
sales.
Market Segmentations
Segmentation is very necessary for the company in order to attract customer as well as to run the
business effectively. Along with this, there are several common approaches to market
segmentation on the basis of gender, income and psychographic as well as it provides guidance
to marketer about how to identify and reach potential buyers. However, it is important for the
company to select right way of marketing as they are more effective and less effective for
different products or services. Although the application will be targeting their customer on the
basis of demographic and it consist of groups such as age, gender, family size, income,
occupation and nationality (Ramadhan, 2021). It is one of the most popular base of segmentation

as customer needs are link to such variable closely. For example: The application has been
targeting teenager children as they are not influence how their parents spend money but it tries to
make purchase on the basis on current market trends (Surbakti and Mani, 2021). This type of
demographic characteristics can influence other types of consumer activities such as life style of
person affects its purchasing style as they might have different needs. The application has
segmented on income level as it represents that anyone can afford a particular product. However,
even with various advantage of demographic segmentation there is high chance of uncertainty
about its effectiveness.
Customer
The application will be targeting customer of age group between 13 to 35 as such people are
more interest in local food compare to old age people. Along with this, most of the young adults
now days wants the details regarding everything on cell phone as it is more continent and time
saving. Along with this, after pandemic there has been decrease in local food market as people
are more interest in buying healthy food material in order to be save. Although this application
will be targeting customer according to their lifestyle as family member and bachelor will be
having different needs and preference (Kuwornu and et.al., 2018). Moreover, the customer will
be targeted on income level as they want are different such as high income people tend to buy
premium products as compare to lower and middle income people. So the ideal customer of the
application will be person with middle income people as the application most of the feature will
be free but there will other premium features which will give customer other experience. Along
with this, it will be dealing with young adults as they are more interested in travelling and trying
new food products. Although most importantly the application will be used by everyone even
local people and visitors but the information will be available on app will of Tel Aviv market
area. Moreover, if the application has provided great services to their targeted audience and got
good rating by them. This will result in knowing that customer is loyal to application and it is
best way of knowing about the loyalty of audience. Moreover, the ideal customer match should
be linked with segmentation as it will contribute in attracting them as well as contribute in
staying with the organization.
Application Proposal
Name of the Application: Food Blogging
Tag Line: Discover more place to eat around

Background: This application has been launched in order to solve a business issues in the
market area. Along with this, this app will be helping customer in knowing the best local and
famous restaurant available near their locality. In the time of pandemic it will be great to launch
this as digitalization has been on boost so it will be successful.
Team: The company has divided their management in three groups in order to work
effectively. The first team will be related to app developer that will be dealing with technical
issues of application (Kinson and et.al., 2020). The second team is digital marketing in which
content and graphic designing is done in order to make application look attractive. The last team
will be related with sales and marketing that will be focusing in increasing the sales of company
by promoting the application.
Service:
 Customer can search and discover local restaurants.
 Read and write about their review as well as upload photos.
 Online food delivery
 Can book table and make payment while dine out at restaurants.
Risk:
 High competition
 Technical failure
Budget
Particulars Amount
Planning and documentation 5000
Development 15000
Testing 5000
Extra expense 5000
Labour cost 6000
Total 36000
This proposal is appropriate as it has discussed about the expenses and the risk which company
may face in the future. Along with this, it will act as strategic tool for business and helps in
achieving long and short term objectives.

Pricing strategy
The application will be making use of market penetration pricing in which instead of charging
high price the company will start at lower price as it will help in cutting the competition. Along
with this, it has been selected as it helps in developing reliable customer then organization can
raise the price. However, this way of pricing strategy will help in attracting customer when the
competition is on peak and many alternatives are available. However, many factors go into
deciding this factor such as ability of business (Hernández and et.al., 2021). Thus, it is important
for creating customer loyal base as it contribute in successful marketing strategies. Although in
this application it will not charge local restaurant to putting on their details. However, for
booking and advertisement the companies will be charged on the bases of increase in percentage
of sales. Moreover, this pricing strategy helps in stimulating the market growth as well as
capture market share by offering the service at low price. Thus, it contributes in maximizing the
profit through effecting sales at low profit and it most useful for gaining the market position.
This method of pricing also helps in creating brand loyalty as well as drive competitors out of the
market.
Communication plan
Aim: To provide their customer with quality services
Objectives:
 To increase the brand awareness in the market area.
 To increase the sales of the organization through attracting customer.
Target audience:
The company is targeting young adults as they are more interested in trying new places to visit It
will also be targeting customer with middle level income and the application will be more focus
on Tel Aviv’s market area. Although this market has been adopted as it is one of the famous
market area for local food product (D'Attoma and Ieva, 2022). The customer of age group
between 13 to 35 has been selected as they are more aware to make use of such application
easily. Moreover, company will be making use of digital communication tool in order to interact
with audience.
Budget:
Particulars Amount
Labour expense 5000

Salary and wages 5000
Market research 2000
Advertisement 5000
Marketing platform 2000
Recruitment of team 4000
Total 25000
Unique Selling Proposition
 To invent new, add on service that customers cannot receive anywhere else.
 The company will be focusing on current trends in the market area and connecting with
customer.
Channels for communication
It is one of the most important part of plan as it allows the organization to interact with their
audience. Along with this, the company will be making use of social media marketing such as
Instagram, Facebook, Twitter for sharing their details regarding services and offers introduce by
them. The message of the application for company to customer that it should try new food place
in their locality (Bergestuen, Thompson and Strutton, 2022). It will be making use of paid
advertisement method of social media sites which will help in targeting the selected audience it
will help in promoting the application more. This method of communication will allow the
organization to take feedback from the customer. Moreover, this is one of the best ways of
promoting the critical information through e-mail and campaigns and native mobile application.
Gantt Chart
Particulars 1 week 2 week 3 week
WEB ASSETS
Online advertisement
Technical issues
Measurement
CONTENT
Optimizing website

Developing CTA
Strategy
Providing guidance in
email marketing.
SOCIAL MEDIA
MARKETING
Expanding social
media engagement
among staff.
Social media training
for staff
TOOLS AND
TECHNOLGY
Email service
provider
Marketing
Automation
CONCLUSION
From the above report it has been concluded that proper business plan is needed in order to
launch product and service in new market area. Along with this, it has also summarized about
communication plan that helps in finding appropriate channels for promoting business.

REFERENCES
Books and journals
Bergestuen, T., Thompson, K. and Strutton, D., 2022. Principal-independent manufacturers'
representative relationships: Review, synthesis, directions for future research. Industrial
Marketing Management. 102. pp.421-437.
D'Attoma, I. and Ieva, M., 2022. The role of marketing strategies in achieving the environmental
benefits of innovation. Journal of Cleaner Production. 342. p.130957.
Hernández, C.V. and et.al., 2021. Digital Marketing Strategies for the Survival of Micro-
Businesses in Tulancingo de Bravo, Hidalgo, Mexico. Journal of Hunan University
Natural Sciences. 48(10).
Kinson, C. and et.al., 2020. Longitudinal principal component analysis with an application to
marketing data. Journal of Computational and Graphical Statistics. 29(2). pp.335-350.
Kuwornu, J. K. and et.al., 2018. Bargaining power, market risk, and coordination costs in the
cassava starch marketing channel in Thailand: a three stage principal-agent model and
application. International Journal of Value Chain Management. 9(2). pp.166-186.
Ramadhan, A. R., 2021. Principal's Strategy in Management of Educational Marketing at MI
Islamiyah Alwathaniyah. JM-TBI: Jurnal Manajemen dan Tarbiyatul Islam. 2(1). pp.17-
24.
Salazar, M. I. R., 2022. Omnichannel marketing model applied at the shopping centers in
Medellín city. Mercados y Negocios: Revista de Investigación yy Análisis. (46). pp.31-
55.
Surbakti, Y. C. B. and Mani, L., 2021. Marketing and Religious Communication Minority
Schools in Indonesia. Turkish Journal of Computer and Mathematics Education
(TURCOMAT). 12(6). pp.4355-4362.
Susan, F. and Shuba, S., 2018. The Frontlines of Brand Risk: GfK MIR Interview with Patrick
Marrinan, Managing Principal of Marketing Scenario Analytica, New York City,
USA. GfK Marketing Intelligence Review. 10(1). pp.52-57.
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