Strategic Marcomm Plan: Food for Child App Growth in Tel Aviv Market

This report presents a marketing communication (marcomm) plan for the 'Food for Child' app, an initiative designed to help visitors in Tel Aviv find free food for children. The plan outlines goals and objectives, including increasing app downloads by 30% in 3 months and sales by 20% in 5 months. It details the target market through STP analysis (Segmentation, Targeting, Positioning), focusing on demographic segmentation. The report also explains the marketing mix (Product, Price, Place, Promotion) and justifies the use of Porter's generic strategies, recommending a differentiation strategy. Furthermore, it applies Porter's Five Forces model to analyze competitive factors. The plan aims to build a strong brand, increase market reach, and improve customer experience through strategic marketing efforts.

Marcomm Plan

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................4
References........................................................................................................................................5

INTRODUCTION
Marcomms is one of marketing communication plan that consist strategy that provide guidance
to business to develop strong position in market (AMELICICHIN and BUDEVICI-PUIU, 2018).
It allows business to develop strong brand in market in order to increase sales of business. This
report includes duty of app that helps visitors to identify free food for children. This project
report includes different terms of marketing and identification of target market of business. It
also consists marketing mix and suitable strategy for business to attain its objectives.
MAIN BODY
Goals and objective
App developed for start-up business is provided guide for visitors in Tel Aviv to identify place
where children can get free food. In order to promote this app and increasing its number of
downloads, business needs to identify a strong brand name for their application (Běčáková,
2018). Suggested name for this application is Food for Child that is providing initiative to
provide guidance to visitors in Tel Aviva which is a city in Israel. There are different objectives
of preparing this marketing plan which are mentioned below:
 To increase number of downloads of application with 30% in next 3 months.
 To increase sales of company with 20% in next 5 months.
 To improve customer experience with 10% in next 6 months.
Target Market Discussion:
In order to identify target customers, business needs to conduct STP analysis as it allows them to
identify which segment business needs to target and also efforts and made to attract only those
customers in business. STP analysis of Food for Child business is mentioned below:
Segmentation: It is one of important process in which business is dividing total market into
small groups. It can be done by making group of people who posses same needs and wants. It
allows Food for Child to meet needs of each group (Garde Lucas, 2019). It is important in order
to get competitive advantage for business. Business of Food for Child is a business dividing its
customers on basis of demographic factors. This business is dividing its customers on basis of
age group.
Targeting: Targeting is a process that identify target group that allow business to identify most
profitability segment. Attractiveness of segment depended on number of customers available,
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profitability of segment. Food for Child is a business that is finding out segment that posses more
profit and reachability.
Positioning: It is a process that allow business to identify position for target that create values
for business. It can be done in order to overcome of competition. In order to develop strong
position, business is focusing on unique selling proposition and also positioning map. Food for
Child is focusing on developing functioning positioning for business as it is focusing on specific
problem faced by visitors.
Marking mix:
It is one of term that is focusing on different areas that focusing on different part of
comprehensive marketing plan. It is also a term that is focusing on specifically product, place,
promotion and price (Kinlen and Golding, 2021). It provides clarity to marketer about products
and service of business. Explanation of marketing mix of Food for Child is mentioned below:
Products: Food for Child is a business that is focusing on providing an application to its
customer. With using this application, visitors who came to Tell Aviv can find out free food for
children. It is for convenience for visitors and also provide opportunity to other business as they
can also linked their business with this app in order to attract those visitors to their restaurants
and hotels.
Price: This application provided by business of Food for Child that allow them to sell its
products and service to business for free. But it provides additional services for fees as users
needs to access to its upgrade version.
Place: It is a business that is providing its service through online mode and does not have any
physical mode. In today’s time customer prefer to buy its products and service through online
mode that provide them opportunity to business of Food for Child easily run their business.
Promotion: In order to promote its products and service, this business is using social media
platform in order to promote its products and service. It is important in order to increase demand
of products among its customers (Lopez, 2019). It allow Food for Child for business to promote
its business without much investing on advertisements.
Justified solution:
There is different problem to be faced by business of Food for Child application made for Tell
Aviv. This application is made for convenience of visitors who came to that place. This
application has lack of download and is a start up business that does not build position in market
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yet. In order to overcome of this problem, business can adopt some of strategies which are
mentioned below:
Porter’s generic strategy: Porters generic strategy is one that was introduced by Michael
Porters in the year 1985. It is one of model that consist three main strategy liked cost leadership,
differentiation as well as focus strategy. It is also important strategy in business of Food for
Child that allow them to develop competitive advantage and also provide them opportunity to
expand marketing share of business (Maravilhas, 2019). Explanation of these strategy in context
of business of Food for Child is mentioned below:
Cost leadership: It is one of leadership that allow a person for purpose of getting competitive
advantage by allowing them to reduce cost of business. On basis of it, it is easier for firm to sell
its products and service in lower prices in compare to its competitors. It can be done in two
manners in context of business of Food for Child. It can be done by increasing profit of firm
through reduction of cost. It can also be done by firm by charging lower prices to increase its
marketing share.
Differentiation: It is another strategy which can be adopted by business of Food for Child in
which firm can offer differentiation to customers by making its products more attractive in minds
of its target competitors. It is also dune by firm in order to adopt innovation, functionality,
support, durability, functionality and others (Shields, 2019). Food for Child can also adopt
innovation by adding extra feature like suggestion of good restaurant to visitors. Differentiation
can be adopted by firm in order to conduct research and development, offering good quality of
products and service that will enhance experience of user and other things.
Focus strategy: It is a strategy that focus on specific niche in marketplace. It is important for
business to fucus on these strategy in business. It can be done through understanding of market
dynamics in market, by understanding of unique needs of customer, development low cost of
products and other things. On basis of it, business of Food for Child can adopt cost focus or
differentiation focus strategy.
On basis of above discussion, it can be suggested to business of Food for Child to adopt
differentiation strategy as it allows business to differentiate its products and service from
competitors. It is also important for business to increase its marketing share, solve problem faced
by customers and other things.
Application of additional theories
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Porters five forces model in one of model that allow business to analyse competition factors
present in business. It consists mainly five components including power of suppliers, power of
buyers, threat of substitute products and existing rivalry.
Power of supplier: Suppliers are important stakeholder of business who provide resources ad
raw material to business. There are numbers of suppliers for business of Food for Child in
market that reduce threat for business (Sousa, 2021).
Power of buyers: There are also numbers of buyers who has strong position in market. These
buyers have control over prices offered by business of Food for Child. Therefore, there is high
threat of this factor in business.
Threat of substitute: Substitute product also create negative impact over business as it allows
customers to switch to another product easily. There are no substitute products available of this
business that reduce threat of this factor for business.
Threat of new entrants: New entry increase competition in industry and create negative impact
over operation of company. In this industry, any firm can enter any time that will increase threat
of this factor for business of Food for Child (Ycedo, 2020).
Existing competition: Competition is also one of factor that create problem for business of Food
for Child. It is a factor that create negative impact over business and also over profitability of
firm. There are limited number of competitors of business in this market that reduce threat of this
factor.
CONCLUSION
From above mentioned project report, it can be concluded that marketing plan allow business to
developed strategy that allow business to promote its products and service in market. It is also
important for them in order to increase reach of product in market and also increase awareness of
products and service.
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References
AMELICICHIN, E. and BUDEVICI-PUIU, L., 2018. THEORETICAL AND PRACTICAL
ASPECTS ON THE ANALYSIS OF SPORTS MARKETING PLAN. Sport &
Society/Sport si Societate, 18(2).
Běčáková, H., 2018. Marketingový plán pro Daniel's Donuts, sro: Marketing Plan of Daniel's
Donuts, Ltd (Doctoral dissertation, Brno University of Technology).
Garde Lucas, L., 2019. Keraben Grupo SA beyond Europe: A marketing plan for the
internationalization of the Stoneage Collection to Canada.
Kinlen, A. and Golding, D., 2021. You Can’t See It!–It’s Electr-onic! A Fictional Marketing
Plan for a Public Library’s Unseen Resource. The Serials Librarian, pp.1-10.
Lopez, P., 2019. Develop a marketing plan for a beverage can accessory (Doctoral dissertation,
California State University, Northridge).
Maravilhas, S., 2019. Marketing and marketing plan for Information Services. In Advanced
Methodologies and Technologies in Digital Marketing and Entrepreneurship (pp. 620-
632). IGI Global.
Shields, A.C., 2019. Developing a Basic Marketing Plan. Law Prac., 45, p.14.
Sousa, M.V.A.D., 2021. Development of a marketing plan to expand business opportunities in
the accommodation area: Uniplaces’ sales department (Doctoral dissertation).
Ycedo, J., 2020. Development of a Marketing Plan for a Concert & Events Promotion
Company (Doctoral dissertation, California State University, Northridge).
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