Marketing Report: Launching a Tel Aviv App for Free Food Locations

This marketing report presents a case study of a Tel Aviv-based app designed to guide users, particularly parents and university students, to locations offering free food. The app, named "Just Tap & Get Food," aims to provide easy access to information about free meals in the city, featuring location details, maps, menus, and user reviews. The report outlines the app's mission, tagline, and segmentation strategy, focusing on demographics, psychographics, geographic location, and user behavior. It details the target audience, including parents, educational institutions, tourists, and students seeking budget-friendly meal options. The positioning strategy emphasizes free trials, discount offers, and targeted advertising. The marketing mix, encompassing product, place, price, and promotion, is thoroughly examined, with recommendations for enhancing promotion activities and distribution channels. The report also discusses marketing communications strategies, highlighting the importance of social media marketing and building strong relationships with consumers. A Gantt chart and relevant references are included to support the analysis and recommendations.

Marketing report

TABLE OF CONTENTS
PART-B case study based report.....................................................................................................3
REFERENCES................................................................................................................................6

PART-B case study based report
The present case study will be based on an app as it is a guide for Tel Aviv that will
provide details to visitors so that they can know where the children can eat for free in the city.
The market in Tel Aviv offer both outdoor and indoor options, the people can have food,
clothing and art there are lots of options available for purchasing things. The market allows
people to enjoy not only the products or services but enhance the whole experience. This is a
start-up company named as just tap & get food which is going to target parents who bring their
children and university students who like to eat food and wants to enjoy free meals in the city.
The reason behind choosing this name is it will attract more people as the name says it just tap
which means people can find free meals restaurant on their fingure tips. The app will provide
features like indicating locations and maps for free food so that consumers can find restaurant
easily to eat. They can find out different menu and review comments, like and dislikes of other
consumers about the food services provided by restaurant.
Mission- To provide easy access to people so that they can find out about free food in the city.
Tagline for the app- just tap, map and get some yummy food into your everyday.
Segmentation- with the help of market segment, the brand is going to identify their most
valuable customer’s segments and marketing communications methods that can easily target the
clients in the marketplace. The brand is going to segment audience into categories such as
demographics, psychographics, geographic and behaviour of people. In which they will consider
brand loyalty, area and location, lifestyles, attitudes, income level of people medium-upper, age
and gender (STP marketing model, 2022). The major reason behind choosing this segmentation
is it allows firm to determine the size of a potential audience and marketplace. By this they can
easily determine whether the product is being targeted to firm most potential consumers.
Targeting- target audience parents and educational institute and people who love
enjoying food outside on vacation, on daily routine, and tourists who brings their children to Tel
Aviv. The major focus of the company is university going students who likes to get meals on a
certain budget. Nowadays, students and tourists wants to explore new places and wants to spend
little money on food.
Positioning- the firm is going to use effective positioning strategies in order to attract
target customer segment such as providing free trail of app and some discount offers on first
order of food. Also, it will focus on advertising method for selected customer segment.

PEN PORTRAIT
Robert is a 30-year-old father of two kids. He works at the financial advisory company as
a relationship manager and is so conscious about his health and wants to take care of his kids by
providing them healthy meal. His daily routine starts in going office, work full time job and
return home in the late evening. Roberts like to watch movies, spend time with family and spend
time exploring new places on social media through platform like YouTube, Instagram and
Facebook. In order to spend time, he find out new place where he can enjoy food with his family.
Robert and his wife decided to plan vacation along with their two kids. The family went on
vacation frequently and wants to explore more so they don’t want to spend more on food. They
decided to search online about restaurant who provide free meals nearby. To Robert, healthy
food is more important as he regularly works out at the gym and wants to be fit always. So, he
carries a fruit and veggies salad to keep himself energetic.
Marketing mix- with the help of marketing mix the company can focus on the marketing
plan as it can help them to promote its new product that is app in the market.
Product- as we all know developing an app for increasing the satisfaction of customers is
the first step in marketing strategy of business (Thabit and Raewf, 2018). While making and
planning an idea for app, the company is going to research market about restaurant such as
Hashomer street, Sarona market in order to gain competitive advantages. By doing so they can
easily target audience. Identification of a niche markets will help them to create a business plan
effectively as this app is going to provide details to users where the children can eat for free in
the city.
Place- as we all know that place in marketing mix is all about where the firm is going to
distribute its products and how will the customer reach store to buy products (Mahmoud, 2018).
Talking about apps, this can be understood as the devices and platforms on which app will be
used by the customers. The app is a software product service from which the consumers can
search free meals online and it is the main sources of distribution.

Price- it is the most critical part in the marketing mix because nowadays customers are
more concern about the price of products. Before implementing any price related strategy the
firm is going to do market research to know about which strategies is used by competitors (Dost
and et.al., 2019). In order to attract customers, the company can earn money through in app
bonus purchases and advertisements method. The company can offer the APP downloading free
for people so that it can create brand recognition. In addition to this, by using advertisements
method as its marketing the firm will make profit in which they can provide restaurant details
and food service provided by them which consumers can easily find via App.
Promotion- promotion is all about attracting customers and providing detailed information
about the products or services offered by brand. When the brand thinks about promoting app,
they must understand about the needs of audience, their buying behaviour, decision making
process and the communication methods that can enhance them to use company’s product. The
firm is going to communicate with promotion method such as social media platforms Facebook
and Instagram (Lim, 2021). As people are spending more time on using social media via internet,
the firm is going to grasp this opportunity (Li, Larimo and Leonidou, 2021). The firm is going to
use online advertisement on Instagram and YouTube to reach people which can boost brand
recognition. As this is a start-up company, they can have market campaigns in which the sales
and marketing team can give introduction and features details through posters.
Marketing mix recommendations for positioning the app- It is suggested to focus on
promotion activities and distribution channels as customers can only be attracted by this
technique only (Li, Larimo and Leonidou, 2021). With the help of word of mouth, the company
can positively influence customers buying behaviours and their purchasing decisions. customers
can review the comments online on an app, users who enjoy app will leave like and dislikes
comments and positive or negative reviews in order to encourage and give details about services
to their friends and family. Through this they can decide about whether to download app or not
whether the app is giving genuine details about places where the children can get free meals.
Secondly, as business is a start-up company so they obviously need staff members to work
effectively for the brand recognition. It is recommended to provide training and development
sessions via on job training, online course, providing guidelines to staff members so that they can
give detailed and true information about newly launched app to users. It is also advisable to
focus on taking feedbacks from customers with the help of methods like interviews, surveys and

collecting data related to customers’ needs and preferences. In order to positioning the app, the
company can use brand management model which helps them to increase the value of product
that is app and attract more customers (Li, Larimo and Leonidou, 2021). By using this model, the
company will be able to build loyal consumers through positive and strong awareness about the
app. With the help of brand management, the company can foster familiarity in its target market.
Marketing communications
Basically, it is the media and messages that marketers use in order to communicate and
be in contact with the target audience (Amin and Priansah, 2019). As nowadays, people are
spending more time on social media the company can use social media marketing as its
marketing communication which helps them to create brand awareness. With the help of
MARCOMMS the company is able to build strong relationships with consumers and other
important stakeholders. as we all know that advertisement method and promotion activities plays
a vital role in the marketing communication mix, the company will use it effectively (Krizanova
and et.al., 2019).

GANTT CHART

REFERENCES
Books and Journals
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Mahmoud, T. O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences. 5(2). pp.127-135.
Amin, M. and Priansah, P., 2019. Marketing Communication Strategy To Improve Tourism
Potential. Budapest International Research and Critics Institute-Journal (BIRCI-
Journal), 2(4), pp.160-166.
Krizanova, A. and et.al., 2019. The effectiveness of marketing communication and importance of
its evaluation in an online environment. Sustainability, 11(24), p.7016.
Li, F., Larimo, J. and Leonidou, L. C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Online
STP marketing model. 2022. [Online]. Available through: <
https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-
targeting/segmentation-targeting-and-positioning/ >