Finland Product Launch: A Marketing Plan for Vista Food and Beverage

This presentation analyzes the benefits of Vista Group launching its food and beverage app in Finland, focusing on a comprehensive marketing plan. The analysis begins with an introduction to Vista Group, a provider of software solutions for the cinema and entertainment industries, and its organizational structure. The presentation justifies the choice of Finland as the launch market, highlighting the country's digital revolution, high industrialization, and technological advancements. It then explores the uniqueness of the Vista food and beverage service, its goals for product launch, and the target audiences, including middle-aged individuals, students, and young professionals. The marketing plan covers product details (Vista Food and Beverage app), pricing, promotion strategies (advertising, social media), and place (Helsinki). The budget and estimated costs for marketing are also discussed. The presentation concludes by emphasizing the market's potential and the importance of multi-distribution channels. The presentation includes a bibliography of cited sources.

Product launch in Finland

Introduction
• Vista group of New Zealand is well known to
provide one stop software solutions in cinema
and entertainment industries.
• It generally follows a pyramid organizational
structure with executives as base team, boards,
and CEO as controller.
• The organizational structure makes better flow
of information along the hierarchy. It offers a
number of products or service such as cinema
manager, film distribution, business intelligence
solutions etc. for both large and small scale
cinemas.
• The primary concern of the presentation is to
analyze the benefits of launching a product of
Vista group in Finland and develop a marketing
plan.

Target product- Vista food and beverage
• Vista group visualizes cinema and entertainment as something more
than movies. It always tries to serve customers with personalized
services.
• Among few popular services Vista food and beverage through app vista
mobile has gained much attention in vogue and busy lifestyle of people
in many countries (Khajai et al. 2019).
• Vista group operates in countries such as US, UK, Netherlands and so
on and the company has received havoc response. Hence it has come
into the decision of starting Vista food and beverage app in Finland.

Why Finland?
• Digital revolution rules in Finland
• The country considered as center for growth of bio
economy
• Highly industrialized and free market
• Software development hub
• Technology ranked second largest

Why Finland? Contd.
• World-class piloting platform and IoT system
• 5G has been introduced (Burmester et al. 2015)
• Enhance innovation per capital
• Lots of investment opportunities
• Global economy integrated, GDP placed in 3rd
position in international trade

Product uniqueness
• Service of food and beverage of Vista group
impressively comprehensive since its service is
diversified to in-theater dining, pub, food joints and
online ordering.
• Service flexibility at any time and location

Product uniqueness
Contd.
• The service started with
collaboration with multiplex
but now it has tie up with
dining joints and hotels.
• Multiple integration with
Vista mobile, Vista cinema,
vouchers and gift cards
(Rubera et al. 2016)

Goals for the product launch
• To create brand awareness
• To develop brand loyalty
• To grow market shares
• To boost sales

Target audiences
• Middle aged: The target audience for Vista group is
people of different age group who are fond of cinema
and Visits Theater daily often (Vickery et al. 2015).

Target audiences
contd.
• Any purchase of the service through Vista mobile or
Vista Cinema an auto generated tab links their ticket
number
• to seat and movie hence delivering service to the seat
number is just a click away.

Target audiences
Contd.
• Students and young professionals:
Multiplexes run more movies
playing throughout the day hence if
any movie lover wishes to watch two
movies on a day,
• he can avail the dining experience in
between, the person does not have to
worry for his meal as the app itself
can track user within the complex.

Factors for business diversification
• Growth: There are more than 30 million people
ordering food monthly in all over the countries
(Lipizzi et al. 2015)
• Market acceptance: The annual GMV $ 3 is noted in
the past year and food ordering response increases
every year through Vista mobile or Vista Cinema