Vegan Cent: North African Cuisine Marketing Communication Plan

This document presents a comprehensive marketing plan for Vegan Cent, a vegan restaurant specializing in North African cuisine. It begins with a business justification, citing the growth of the vegan food market and the unique selling proposition of the restaurant. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The plan details the 4Ps of marketing (Price, Promotion, Product, Place) and sets both short-term and long-term goals. The communication objective focuses on attracting a specific target audience through a multi-faceted media strategy, including TV advertisements, print ads, billboards, influencer marketing, and social media ads. The document includes a detailed cost breakdown of the planned IMC activities and concludes with a plan for evaluating the effectiveness of the marketing efforts. The plan aims to establish Vegan Cent as a successful brand in the restaurant sector through a variety of offline and online promotional tools.

Integrated Communication Plan
Vegan Cent Marketing P

Vegan Cent
Parent Company
Food & Beverages
Sector
Restaurants
Category
North African Cuisine In your City
Tagline/ Slogan
Vegan Cent
USP: Unique Selling Proposit
Provides a nutritious vegetarian food menu from
three Different north African Cuisine

Why A Vegan Restaurant ?
• The future is shifting to plant based.
• Massive shift to vegan diet.
• Due to corona and many other diseases people stop eating meats and shifted to plant bas
• So future scope is high so this will be more profit-making business.
• We will be unique comparing to available options with this Cuisine Combination .
—SOMEONE FAMOUS
Business Justification

New Report on Future of the
Vegan Food Market Says Global
Vegan Market to Double to
$31.4Billion by 2026
According to a brand new report, the global
vegan food market was valued at $14.2
billion in 2018 and is expected to reach $31.4
billion by 2026, registering a CAGR of 10.5%
from 2019 to 2026.
The report states that veganism has been
one of the mainstream “trends” in the food &
beverages industry and describes its impact
and direction.
Figures :
The evolution of vegan restaurants in the European
cities :
Souce: https://www.happycow.net/blog/the-growth-of-vegan-restaurants-in-europe/https://vegconomist.com/market-and-trends/new-report-the-future-of-the-vegan-
food-market-to-2026-states-global-vegan-market-to-reach-31-4billion/

Figures :
A groundbreaking new report has
predicted that the plant-based food
market will exceed $162 billion within
the next decade. A growing preference
for sustainable, healthier foods is
pushing the movement.
https://plantbasednews.org/news/economics/plant-based-market-skyrocket/

About
VEGAN
CENT
A Vegan Restaurant, with North African Cuisine
(Egypt-Tunisia-Morocco) Based in Cairo in
Egypt for Now.
Is unique in the region with cuisine combination
of those three countries ,and we will create
Favorable Atmosphere to recruit new
customers via our low-Cost Menu , which the
name of the Restaurant was deriving from it .

Our Restaurant Plan :

• Affordable Prices.
• Organic/Healthy Menu.
• Be unique with Rich variety in the menu offered on Cuisine Combination comparing to available options.
• Ensure Accurate Wait Timings.
• Maintain Hygiene And Cleanliness In Your Restaurant.
Our Value :

We Choose the logo with green color to reflect our
restaurant origin With :
• Capital V in the left side to symbolize that we
are Vegan.
• Our name which will be in the right center .
• Slogan that we are Making North African
Cuisine in the right down of the logo .
• All the logo is circled with green circle which
represent the earth.
Logo

Survey : Vegan Global Survey 2019
SURVEY OVERVIEW :
12,814 participants from 97 countries
All data collected from 18/10/2018 to
30/12/2018
All participants were vegan
DEMOGRAPHICS
81.9% or 10,494 of the participants
were female.
16% or 2,049 participants were male.
2.1% or 271 chose "Other gender"
which included transgender, gender
variant / non-conforming, agender,
genderfluid and more.
Source:
https://vomadlife.com/blogs/news/why-
people-go-vegan-2019-global-survey-results

TARGET AUDIENCE
25-34 y/o
35-44 y/o
18-24 y/o
GENDER
INTERESTS
Male
Female

SWOT ANALYSIS
• Innovative Idea.
• High Integrity.
• High involvement of Partners in the
Business.
• Low Cost Manufacturing.
• Compassion.
• Limited Budget.
• Lack of Experience.
• Few Employees.
• No Brand Equity.
• No Popularity.
• Lack of Resources.
WEAKNESSES
• Branch Expansion.
• Product Development.
• Online Offering.
• Market Penetration.
• Diversification.
• Market Development.
OPPORTUNITIES • Changes in Consumer Lifestyle.
• More ‘’Meat’’ Trend in restaurants.
• Vegans adopting to Non-Veg diet.
• Financial Issues.
• Laws and Legislations in Egypt.
THREATS
STRENGTHS