Case Study: Marketing & Communication Plan for Food Point App

This case study provides a comprehensive marketing plan for the Food Point app, a new startup designed to connect children in Tel Aviv with restaurants offering free food. The plan encompasses a detailed marketing concept, including the importance of understanding customer needs and wants. It includes a marketing communication proposal outlining goals, objectives, STP (Segmentation, Targeting, Positioning) analysis, and a unique selling proposition (USP) focused on free, high-quality food. The plan also details research tactics, key messaging, and action steps. Furthermore, the case study explores the marketing mix, emphasizing the four Ps: product (the Food Point app itself), price (free access for users), place (availability on app stores), and promotion (social media advertising). A pen portrait of the target customer is provided, focusing on families with young children visiting Tel Aviv. The study concludes by highlighting the importance of effective marketing in reaching customers and ensuring app success. Desklib offers similar solved assignments and past papers for students.

Case study App guide

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Concept-.....................................................................................................................3
Marketing Communication Proposal-..........................................................................................4
Marketing Mix plan-....................................................................................................................6
Pen Portrait-.................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
App guide is the tool which will help us to build the things which will be loved by the
consumers. The consumers are shifting towards purchasing online which has created the need of
making the applications online. The Food Point is the new start-up company which has
developed the new app for reaching the people that the children in the city of Tel Aviv can est
for free. This app guide will include the marketing concept as well as the marketing mix plan for
the customers. This marketing plan will include the STP analysis and the four P's of the
marketing mix.
MAIN BODY
Marketing Concept-
Marketing can be defined as the activities which are performed by the organizations for
promoting the products and services for buying and selling. This concept includes the
advertising, selling, delivering of the products and services to the customers as well as the other
businesses. The marketing is basically the action which is taken by the company to attracting the
attention of the consumers towards the companies. Marketing at the fundamental level is the
process of understanding as well as evaluating the customers for the building the effective
relationship between the company and the customer (Park, 2020). There are many types of the
marketing such as the digital and offline. The company has to choose from this which is more
suitable for them.
The main aim of the marketing is known as well as understand the customers in better way that
will meet the needs and the wants of the consumer by the products and the services which are
offered by the companies.
This concept is much important for the company as this will help them in reaching to the
customers. This helps in attracting the large numbers of the customers towards the company for
generating more revenue by increasing the sells of the products.
Features of Food Point App-
 Push notifications for the on demand food application
 Easy payment options
 Reviews and ratings
 Providing the information about the nearby restaurants serving free food to children

Marketing Communication Proposal-
The marketing communication plan is also known as the macrom plan. IT is the strategy which
informs the target customer about the product and service. This plan works at much larger and
complicated scale. This plan enables the company to know the progress of the strategies of the
company.
Goals and objectives:
The main aim of this new application is to increase the direct sales of the restaurants of the Tel
Aviv city. The main goal is to keep the customers of this application engaged with this
application as well as providing them the good quality services.
STP analysis-
This model help the Food Point app in deciding the position, target customers as well as the
positioning of the application.
Segmentation: The segmentation for the applications of the Food Point is the demographic
segmentation as this app has been made for providing the children free food. The visitors of Tel
Aviv restaurants will provide children the free food (Gillespie and Swan, 2021).
Targeting: The target market of the company will help them in focusing the particular market for
providing them effective services. The targeted customers of Food Point applications will be the
people having the children's as the main aim of developing this app is free food to the children.
Positioning: The positioning of the application of Food Point which creates the effective the
memorable set of the uses for the product. The positioning is decided by how satisfied the app is
for the consumers (Romppanen, 2021).
Unique Selling Preposition:
This provides the core benefit to the for remaining unique and different from the competitors.
This helps the company to have the good position in the market and provides the competitive
advantage. The USP for the Food Point app is the Free of cost with high quality food. As the
restaurants of the Tel Aviv are serving the free food to eat for the children (Kingsnorth, 2019).
Researching the tactics:
Tactics are the devices or the toll which will be used by the application of the Food Point to
communicate with the customers. This can be also known as the channels through which the
goals of the business will be achieved. The tools can be the traditional tools such as the
advertising, sales, promotions, direct mail, retail promotion and many more. The another one is

the internet tools such as the website, the app, email- marketing as well as the social media. The
Food Point is reaching through the application. It is very important for them to decide the
effective promotion as this will help them reach to the customers. In this step, the business has to
decide the tactics which help them in achieve the target of the developing the application.
Crafting the Key massage for consumers:
The companies have to create the effective messages for the consumers so that they can know
what the app is trying to give their consumers. The Food Point application will have top make
the message that the consumers will be helped for understanding the services which will help
them to serve them.
Action:
The resources and the tools have been identifies for the effective communication with the
customers, the next step is to make them in action. The content of the tools should be developed
for the purpose of carrying the messages to the consumers. These can be such as the
advertisements, email campaigns can be designed and many more. Making them in the action
will help the application which has been developed so that the people can know about the
application and use the app (Yuwei, 2021).
Gantt Chart:

Marketing Mix plan-
The marketing mix can be defined as the set of the tactical marketing tools which helps the
company tom produce the desired responses by the market which has been targeted by the
company. This is composed of everything that the company can do to influence the consumers or
creating the demand of their products in the market.
The four P's of the marketing mix are such as-
Product- This element refers to the thing which the company has set for the user. The
development of the app which will satisfied the needs of the consumers is the suitable product o
the company. The products are the Food Point App (Stead and Hastings, 2018).
Price: This element of the marketing mix refers to as the setting the better value of the products.
It is very important to set the better deals for the products as this will help them to attract the
large number of the customers. The Food Point app will not charge money by the app users.
They can use this app for free as this will increase the users of app.
Place: This element refers to as the place at which the product will be sold. Selling the products
at the right place and the right time will help the business to attract more number of customers.
This is the platform at which the app will be available for the customers where they can use this
app. The app can be installed from the play store.
Promotion: This is the most important part which the company has to decide the effective
promotional technique which will help them to reach their products and services to the
consumers. In order to promote the Food Point app, the communication methods will be decided.
Form promoting this app, the ads will be given on the social media. The best promotional

technique for the Food Point application is the social media as the consumers spends much time
on the mobile phones. This will help the company to effectively reach the consumers and
increase the users of the app.
Pen Portrait-
The target customers for the Food Point app is the age f the people who are having the small
children as they only will focus on this app more. This app is trying to make the information
reach to the people that the restaurants of the Tel Aviv city are providing the children to eat food
free. The visitors who are visiting this city can enjoy this offer. The ideal customers of this app is
the visitors from the different regions.
CONCLUSION
From the above report it can be concluded that after developing the apps it is very important to
make them reach to the customers. This report has discussed the concepts of the marketing as
well as the marketing communication plan. This plan has covered the goals and objectives, STP
analysis, USP and many more. Along with this, the report has also covered the marketing mix
plan which has discussed the four P's of the marketing mix such as the product, place price as
well as the promotion.

REFERENCES
Books and journals
Bagheri Kani, M.H. and Azar, A., 2021. New approach to internet marketing mix. Management
research in Iran, 9(2), pp.1-27.Romppanen, J.M., 2021. Segmentation,
Targeting & Positioning (STP).
Gillespie, K. and Swan, K.S., 2021. Global marketing. Routledge.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Yuwei, Y., 2021. Development of the marketing strategy of the commercial company.
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