Case Study: Developing a Marketing Plan for the Tel Aviv Free Food App

This case study analyzes the marketing strategies for an app designed to guide visitors in Tel Aviv to restaurants offering free food for children. The report begins with an introduction to marketing concepts, followed by a discussion of the target market, utilizing the STP model to identify segments based on location and demographics, particularly focusing on families and underprivileged children. The core of the analysis involves the application of the marketing mix (product, price, place, promotion) to the app, with a strong emphasis on promotional tools like social media marketing. Justified solutions and recommendations are provided, highlighting the effectiveness of social media in reaching a broader audience. The study also applies marketing theories, such as Maslow's Hierarchy of Needs, to understand consumer behavior and tailor content accordingly. A comprehensive marketing mix plan, detailing product features, pricing strategies, distribution channels, and promotional activities, is presented. The conclusion summarizes the importance of marketing in building a strong market presence and reputation.

Case Study

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target market discussion........................................................................................................3
Use of the marketing mix.......................................................................................................3
Justified solutions or recommendations.................................................................................4
Application to additional theories..........................................................................................5
Marketing mix plan................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The process of marketing is considered as an activity and combination of the processes as
well as institutions in order to create, communicate, deliver and exchange offerings that are
having value for the market share, clients and society on a large scale. The purpose of marketing
is to generate the income and enhance the level of profitability for an organisation. This project
is based on the case study which is about for an app that is a guide for Tel Aviv which is pointing
the visitors to the city to places where children can eat for free (Deepak and Jeyakumar, 2019).
This report will demonstrate different aspects such as an acceptable level of understanding key
terms as well as concepts in the process of marketing. There will be a competent analysis for the
given predictable situation of business and along with it, there will also be an appropriate
response in the form of a marketing mix plan.
MAIN BODY
Within this project, there will be demonstration of different aspects of the process of
marketing which is an essential tool in order to advertise and promote the services of Tel Aviv
through researching the restaurants that are providing free food to the children.
Target market discussion
The target market for a particular product or a service can be identified through the model
of STP which stands for segmentation, targeting and positioning. This model facilitates in
prioritising the propositions and after that developing as well as delivering the personalised and
relevant information for getting involved with a large number of customers. The target market
for app of Tel Aviv can be based on the geographical segment of location as there are a large
number of places that are offering food to the children at free of cost. Some of the restaurants
that provide free food to children include Morrisons, Hungry Horse, Gordon Ramsay
Restaurants, Beefeater, Sizzling Pub and Grill, Brewers Fayre and many more (Hanson and
Kalyanam, 2020). Another target market can be based on the demographic segment of poor
children who are not able to afford the meal twice a day. Through providing food at free cost to
such children, Tel Aviv can feed the poor as well as needy children.
Use of the marketing mix
Marketing mix is a tool that helps an organisation or a business which consists of a large
number of areas that requires special attention as part of a comprehensive marketing plan. This

tool helps a business in gaining the understanding regarding what can be best offered to the
customers through products and services of an organisation. It also facilitates with planning,
developing as well as initiating effective strategies of the marketing. There are different elements
of marketing mix and these various components include product, price, place and promotion.
These different elements of marketing mix are discussed as follows:
 Product: It is an item that is offered for sale to the potential customers of an organisation
or a business (Kotler, Kartajaya and Setiawan, 2021). In context to the app, it will help
Tel Aviv though pointing visitors to this city for researching the restaurants that provide
free food to the children.
 Price: It is said to be the value that is paid by a customer in exchange for products or
services that are offered or delivered by an organisation. It is considered as a significant
element of marketing mix as it depicts the survival and profits of a company. As per the
given case study for app, the price is referred to the launching cost of the application and
the associated charges with it.
 Place: Place is that element of marketing mix where the products and service of an
organisation or a business will get sold. In relation to the app, it will guide Tel Aviv for
pointing visitors to research the restaurants at different locations that provide free food to
children.
 Promotion: Promotion is defined as a process of conducting communication or
interaction which attempts to impact the market share for the buying of products as well
as services. There are several promotional tools through which the respective app can
generate the awareness of its features as well as benefits among a large number of people.
These promotional tool includes social media marketing, advertising, digitalisation,
online and offline marketing and many more (Kotler and et.al., 2019). Social media
marketing is an effective promotional tool for app to enhance its productivity as most of
people spend their time by staying active on social media platforms like Facebook,
Instagram, etc. for several hours.
Justified solutions or recommendations
From above discussion of the report, it can be justified that the app that has been
demonstrated in the given case study provides guidance to Tel Aviv which is a city regarding
pointing the visitors to the respective city to those restaurants or places which provide free food

to the children. The target market which is justified for the app should be based on geographical
or demographical segment of location or poor and needy children. It is also justified that the
application can make use of various promotional tools that will help in generating awareness
among the people regarding the features as well as benefits of the app. Among discussed
different promotional tools, the tool of social media marketing is considered as an effective and
best approach for reaching out to the more clients and customers (Mothersbaugh and et.al.,
2020). There are different theories of marketing that supports a business in chasing competitive
advantage over rivalries in the market place. Some of these marketing theories include Maslow's
Hierarchy of Needs, Seven P's of Marketing mix, Market segmentation, SWOT analysis and
many others.
Application to additional theories
Marketing theories are those theories which express that in order to maximise the volume
of sales of a company or an organisation, a business must position its products as well as services
within the marketplace in such a way that market-base believe they require a specific product or
service which has specific benefits and features in it. These types of theories also provide
assistance to a business in creating a positive brand image within the marketplace. The
application of marketing theory of Maslow's hierarchy of needs is given as under:
Maslow's hierarchy of needs is that theory of marketing which expresses humans are
required to satisfy the most basic requirements of survival before passing on to the greate level of
needs. In social media marketing of the app, an individual is needed to gain the understanding of
the level of hierarchy of the people which are likely to be in at time of getting interacted with the
place that helps in providing free food to children. The requirements that people are searching for
the purpose of meeting with the usage of social media can be different relying on the platform
and the app should tailor the content accordingly. For instance, a large number of people use
social media platforms like Facebook and Instagram for connecting with family and friends to
satisfy the requirement of belongingness (Rauschnabel and et.al., 2022). In such way, it fulfils all
the different needs of Maslow's Hierarchy from bottom to top level. It is a motivational theory
that controls consumer behaviour and it is also important for marketers of app to understand own
ability for effectively appealing at at least one of motivational drivers.

Marketing mix plan
The marketing mix plan is represented through 4Ps of marketing and these include
product, price, place and promotion. A marketing mix plan for the respective app in order to
attain desired objectives and goals in specific time period is given as follows:
 Product: The app deals with a huge service portfolio and brings innovative features
within it such as game zone for children with special features (Rust, 2020). It has
developed its marketing strategy through enhancing market and offering its services in
great way.
 Price: The respective app will use penetration pricing strategy in which targeted audience
gets captured through providing new service feature initially at lower prices by
manpower of organisation.
 Place: The app will offer its services throughout the world and will provide guidance to
more cities regarding pointing the visitors to the respective city to those restaurants or
places which provide free food to the children (Wang, 2021).
 Promotion: The existing app must highlight its unique as well as innovative feature and
benefits of the new service at the time of promoting the services through social media
platforms such as Facebook, Instagram, Twitter and many more.
CONCLUSION
From above explanation of the report, it has been concluded that the process of marketing
provides assistance to an organisation or a business in dealing with enhancing the volume of
sales, promotions, advertisements and public relations. The significance of marketing is that it
helps the business in building its good reputation within the market place. This project has been
based on the case study of for an app which is a guide for Tel Aviv for pointing the visitors to the
city to places where children can eat for free. This report has been included an understanding of
the key concepts in the process of marketing. Moreover, a competent analysis has also been
included in this report for the given situation of case study and along with this, there have been a
proper response in the form of a marketing mix plan.

REFERENCES
Books and Journals
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Hanson, W. A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Kotler, P., Kartajaya, H. and Setiawan, I., 2021. Marketing 5.0: Technology for humanity. John
Wiley & Sons.
Kotler and et.al., 2019. Marketing Management: 4th European Edition. Pearson UK.
Mothersbaugh and et.al., 2020. Consumer behavior: Building marketing strategy. New York,
NY, USA: McGraw-Hill Education.
Rauschnabel and et.al., 2022. What is augmented reality marketing? Its definition, complexity,
and future. Journal of Business Research, 142, pp.1140-1150.
Rust, R. T., 2020. Outside-in marketing: Why, when and how?. Industrial Marketing
Management, 89, pp.102-104.
Wang, C. L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing.