MAR0011 Marketing: Analysis of a Vegetarian Restaurant App in Paris

This report provides a marketing plan for the 'Hunger Head' app, designed to guide users to vegetarian restaurants in Paris. It begins with a market overview of Paris, highlighting its population and diverse food scene. The report emphasizes the importance of the STP (Segmentation, Targeting, and Positioning) model in defining the app's market and locating its services effectively. Segmentation strategies are discussed, focusing on dividing the market based on customer needs and behaviors, such as restaurant prices and unique offerings. Targeting involves choosing the right segments based on size, reachability, and profitability, while positioning focuses on creating a detailed product and service positioning strategy using tools like Porter's generic model and marketing mix elements (product, price, place, promotion). The report also suggests using digital marketing and social media platforms to promote the app and gather customer feedback. It concludes by highlighting how the marketing mix can attract new users and compete effectively in the market.

Principles of Marketing
MAR0011

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market Overview.........................................................................................................................1
Target Market...............................................................................................................................1
Marketing-Mix.............................................................................................................................3
Recommendation.........................................................................................................................4
Conclusion ......................................................................................................................................4
References........................................................................................................................................5

INTRODUCTION
Marketing mix is the plan of action which helps the organisation to achieve their desired
result within the industry. It is a set of actions plan which is used by the organisation to rise their
brand image or product in the market for their target customer. To doing promotional activity
company need to ensure that they make proper strategy planning. In this report there is app
which helps the people to guide them for a vegetarian restaurant in pries and it gives the market
overview of pairs restaurants. So what types of techniques and tools are used to promoting their
app.
MAIN BODY
Marketplace for the proposed app
Paris is the capital of France; their estimated population is 2,165,423 residents in 2019.
Paris is famous for their food such as Croissants,Macrons, Escargots, Steak tartare, Cheese,
soups and many more. Paris restaurant are very expensive in cost they serves food and drinks to
their customers. The meals are generally served and eaten on the premises, but many more
restaurants offer take- out and food delivery service. Along with they provide wide variety of
cuisines and service to their customers. In Paris people have many options in restaurants they are
wide variety of foods and drinks they get and they choice restaurant according to their taste and
preferences (Al-Samirae, Alshibly and Alghizzawi, 2020).
Explain the best approach of segmentations in the market
The STP is a marketing model which helps to redefine that what types of product they
market and how they locating their products or services into the diverse section of the markets as
well as the various groups of customers more efficiently. The full form of STP is segmentation,
targeting and positioning and it is based on three step model which assist to explore the
company's products or services. Along with it also helps to identify the best way to communicate
their target customer section which is good for their growth. They modulate the changes
according to their tendency and premises.
 Segmentation - Segmentation is the process which helps the company to dividing the
target market into a groups of the expected customers which belong same needs and
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behaviours. This strategy supports them to promoting their app and sell their services in
different customers group. They can use this model to make their strategies and divide in
diverse segment such as they can divide their restaurants according to their prices, second
this Hunger head app helps the customers to find some unique and innovative restaurants
(Guo,Wu and Gui, 2021). Segmentation support the Hunger head app to know the
customer demand and taste. Along with they support the app to connect with their
audience, although it gives many benefits which are listed below:
 Support to focus on target customers.
 Modify and create the app services
 Helps to build the good relationship with their Clint
 Provide many opportunities to find the new ways to develop their services.
 Targeting- It helps to choosing the right segment, this is the stage where them decide
that what segment they created during the time of segmentation, they should need ideally
choose their target able segments according to their size, differences, reachability,
profitability and benefits. Hunger head need to ensure which audience segments must be
enough potential customers to be good for marketing to. If their segment is small so they
don’t get enough conversion to justify their marketing efforts. Along with they need to
measurable the two segments, so that they have less chances to unnecessary duplication
of efforts. Their segments should be approachable to their sales and marketing teams.
Therefore, they need to assure that their target customers bringing high in return, so that
that customers are willing to spend their money on their app along with thy can give
some offers to attract their customers. Targeting refers to the valuation of actual and
commercial beauty of each segments which has been divided. It also goes down to target
for determining the attempt on the different segments. The main objective of targeting is
to take the catchiest, high profit possible segments of the market,
 Positioning- It helps to creating the products and develop the detailed product and
services positioning for the selected segments, along with it also develop the marketing
mix for each selected segments. Along with it helps to create the services positioning and
marketing mix which is more likely to appeal the selected customers. They can use
marketing mix tool to attract the customers. It referred to doing the correct placing of
products and services in the various segments of markets. The Hunger head app wants to
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require a strategic plan to upgrade its services (Lahtinen, Dietrich and Rundle-Thiele,
2020). They can have applied porters generic model to select the proper strategy for
locating their services it having four components such as cost leadership, differentiation,
cost focus and differentiation focus. Every component is different from each other
Hunger head app can choose the various strategy for positioning in the market which
involve the benefits, welfare and other goal. They can use this tools to figure out the
position of the app and they can consider positioning as bridge which helps to connect
their audience with their services. This is the stage where they can figure out their value
statement and status symbol. Along with the best way to formulating the position to draw
the product positioning map which has two key market attributes, this map gives a clear
picture that how they compete their competitors and where they place their product to
maximise their profits. It explains that where the Hunger Head app stand in compare to
various app which offer the similar services in the marketplace as well as the mind of the
users. It allows the Hunger head app to set up their services apart of the competition in
minds of the target customer (Tamtomo and Sulaeman, 2019). They need to focusing in
three factors such as symbolic positioning, functional positioning, experimental
positioning. This factor assists the Hunger Head app and provide direction that what is
essential for their customer and see where they and their competitor are.
The four Ps are play a very essential role in marketing it also known as marketing mix
such as product, price, place and promotion. If they paying attention in this factors, so they are
able to maximize their chances of the product and services to being recognized and download by
the customers. The four marketing-mix are listed below:
Explain the proposals of product elements of the app
Product- Hunger-Head app main motive is satisfying their users, this app provides right location
guideline to their users and helps them to find the vegetarian restaurants in pries. This app is
beneficial for the tourist specially those are vegetarian because find vegetarian restaurant in new
Country is very difficult task for new people. So this app helps them to find the vegetarian
restaurant. Although this app provides many choices to their users so that they can get best
restaurant according to their budget and taste.
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Explain the pricing strategy
Price- This app is free of cost, users are not need to pay any amount for this app, they can
download this app without any cost, but if they get some more features and service, so they need
to pay some amount to get some unique offers which helps them to explores more the features
they provide such as free voucher of restaurants, cash back, free ticket and many more benefits
they get (Salamat, Hadavifar and Rezaei, 2019).
Promotion- Hunger Head app use different techniques and tools to promote their app, they give
free 50% discount of their 50 new users and provide unique feature to attract the new users,
along with this app guide their users like a hidden game it gives some task and they resolve this
task and find their destiny. It is like a game many users love this features.
Marketing communication proposal and why they will work
People can easily find this app on play store and they also download this app on google, chrome,
browser and many more. Along with if users are not want to download this app, so they can login
this app on google or chrome and use this without downloading this app.
Marketing communication Gantt chart
In order to ensure that the marketing mix of the application which has been developed herein
is done according to set time constraints, a Gantt chart has also been prepared which has been
developed below to keep a track of all the major activities which will take place.
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Recommendation
Hunger head app can use digital marketing techniques or social media platform to
promote their app, they can upload or post videos and photos on Instagram, Twitter, Facebook
and others. So that they can easily connect with their users and try to communicate with them.
Because they can ask their users directly that what things they need to change or what things the
like in their app. This information helps them to make perfect strategies which is beneficial to
compete in the market and attract the new customers (Salamat, Hadavifar and Rezaei, 2019).
Conclusion
In this report, it makes market plan for the app to attract the new users. Marketing helps
the company to promote their brand or product and services, thy can use different techniques and
marketing tools to attract the customers. Marketing mix is related the four factors product, price,
promotion, place. In this report it discusses the features of this app and describe the app
information which is related to the marketing mix.
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References
Books and Journals
Al-Samirae, Z., Alshibly, M.S. and Alghizzawi, M., 2020. Excellence in Drawing up
Marketing Mix Strategies for Small and Medium Enterprises (SMEs) and Their Impact
on the Marketing Performance. Business, Management and Economics Research, 6(3),
pp.30-36.
Guo, Y., Wu, Y. and Gui, W., 2021. Stability of discrete-time systems under restricted
switching via logic dynamical generator and STP-based mergence of hybrid states. IEEE
Transactions on Automatic Control.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing
the effectiveness of the commercial marketing mix in a social marketing context. Journal
of Social Marketing.
Salamat, S., Hadavifar, M. and Rezaei, H., 2019. Preparation of nanochitosan-STP from shrimp
shell and its application in removing of malachite green from aqueous solutions. Journal
of Environmental Chemical Engineering, 7(5), p.103328.
Salamat, S., Hadavifar, M. and Rezaei, H., 2019. Preparation of nanochitosan-STP from shrimp
shell and its application in removing of malachite green from aqueous solutions. Journal
of Environmental Chemical Engineering, 7(5), p.103328.
Tamtomo, D. and Sulaeman, E.S., 2019. Multilevel analysis on the effect of marketing mix
strategy toward patient satisfaction in Magelang, Central Java. Journal of health policy
and management, 4(1), pp.39-46.
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