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

Factors for business diversification Contd.
• Life style of people: Finland is an industrialized country where
people from different countries work to earn living and many of
them has to depend of external catering services for their tight
schedule (Kim and Chandler, 2018)
• Profit margin: Vista group has always maintained a sharp
profit margin that lies above the national level. In December
2018, the organization raised the capital to $ 300 million from
its stakeholders

Factors for business diversification Contd.
• Supply chain management:
Hyper personalization helped the
organization to owe supply
chain.
• The customers stick to the
service due to the customized
experiences they receive in
movie theaters or any other
locations

Marketing Action plan
• Product: Vista Food and
Beverage app for android users.
• It’s a user friendly app that
operates service in many
countries and cities currently
choose Finland as the next
market (Kim and Chandler, 2018).
• The app helps the user to order
food at any time and location. It
can even customize order of
delivery such as burger at 6pm
and pizza at 9pm.

Marketing Action plan
contd.
• Price: The app will be free to
the user for the first 3 months
after which it becomes a
subscribed one at a nominal
charge.
• Market research reveals, people
used the app once usually do
not stop the service (Rubera et
al. 2016).
• The personal service contents
them hence the target cost
pricing strategy gains
competitive advantage.

Marketing Action plan
Contd.
• Promotion: Promotion of the launched software can be done through
advertising campaigns, blog content strategy, social networking sites
and digital platforms.
• People visiting movie and booking sites can be auto directed to the
link for installation of Vista F&B that opens after mentioning the
location in the drop box.
• Place: Helsinki is most suitable place for the product launch since it is
the capital of the country and also a hi-tech city (Lipizzi et al. 2015).
• The city is mostly populated with professionals, residential people and
tourists since it is also a beautiful spot for vacation surrounded with
beaches and islands. Communication routes of the city are very well
built.

Marketing budget
• The estimated cost for marketing
of the app in new country will
cost around 100 thousand dollar
to
• launch the app in metropolitan
cities. a minimum of 15%
withdrawal from annual revenue
is sufficient for the launch (Kim
and Chandler, 2018).

Conclusion
• The market of the product is wide and it’s quite easy to penetrate
in the market compared to other products of the company.
• The other competitors present in the market are a concern where
other apps come for free usage lifetime.
• However multi distribution channels and display plays vital role in
marketing.
• The persona of the app is sufficient to generate purchasing impulse
in public for customized service.

Bibliography
• Burmester, A.B., Becker, J.U., van Heerde, H.J. and
Clement, M., 2015. The impact of pre-and post-
launch publicity and advertising on new product
sales. International Journal of Research in
Marketing, 32(4), pp.408-417.
• Khajavi, S.H., Partanen, J., Holmström, J. and Tuomi,
J., 2015. Risk reduction in new product launch: A
hybrid approach combining direct digital and tool-
based manufacturing. Computers in Industry, 74.

Bibliography contd
• Kim, Y. and Chandler, J.D., 2018. How social community
and social publishing influence new product launch: the
case of twitter during the playstation 4 and xbox one
launches. Journal of Marketing Theory and
Practice, 26(1-2), pp.144-157.
• Lipizzi, C., Iandoli, L. and Marquez, J.E.R., 2015.
Extracting and evaluating conversational patterns in social
media: A socio-semantic analysis of customers’ reactions
to the launch of new products using Twitter
streams. International Journal of Information
Management, 35(4), pp.490-503.

Bibliography contd
• Rubera, G., Chandrasekaran, D. and Ordanini, A.,
2016. Open innovation, product portfolio
innovativeness and firm performance: the dual role
of new product development capabilities. Journal of
the Academy of Marketing Science, 44(2), pp.166-
184.
• Vickery, S.K., Bolumole, Y.A., Castel, M.J. and
Calantone, R.J., 2015. The effects of product
modularity on launch speed. International Journal of
Production Research, 53(17), pp.5369-5381.