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MARKETING PLAN iety restaurant chain Our mothers cook healthy and diet meals

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AgendaOverview and IntroductionMarket ResearchSWOT analysisProduct OverviewMarketing Strategy1- Segmentation2- Targeting3- PositioningMarketing Tactics1- Product2- Place3- Price4- PromotionSummary

IntroductionHealth awareness and diet consciousness is a raising issue between well educated Egyptian who imitate western vogue. Some people consider health and diet food a showoff lifestyle, some others passionate about this fashionable trend. The market tends to business oriented people.

Market ResearchOur research implemented primary dataWe carried out a survey of 1700+ persons in Cairo.We carried 6 focus groups ( a group of 6)A questionnaire was filled: compiled and analyzed.

Market ResearchOur findings are: The market lacks decent, cozy atmosphere for people on diet.Diet food doesnt taste good.Portions are not satisfying.Some said they disliked being forbidden to eat certain foods.Diet food has no variety.Diets dont often suit peoples lifestyleOthers complained about Chemical diet and diet pills.Diet Market in EgyptCompetitorsDiet storesDiet centresRestaurants (side orders)Traditional druggists, spice dealers

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StrengthMarket PioneerSpecialty diet and healthy mealsWide product line

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WeaknessNew Market for this kind of ChainNo awarenessCost of operation is very high

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OpportunitiesRepetition of visits / purchaseTo extend our food chain in other locations.

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ThreatsThe new competitor delivering same serviceDiet food is a side product for some food chains.

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Market Share

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We will introduce a vibrant, cozy, chain of restaurants with the name of DIETY.The name entails what and who we are serving.We present a menu that includes 40 items from all over the world Japanese, Indian, Chinese, Lebanese, Mexican cuisines.In each restaurant a nutritionist, dietitian and physician are available to find out eating habits to have a nutrition map for clients and analyzed.

iety restaurant chain Our mothers cook healthy and diet meals

iety restaurant chain Our mothers cook healthy and diet mealsWe Provide state of the art Composition analyzer. In seconds we are able to gather 8-10 pieces of data (fat % of the body, water % and relationship of both to muscle mass.Diety delivers three meals (breakfast, lunch, dinner) per day.Diety will build over the years a client data base with their preferences.We contribute some meals to poor kids.

Our VisionTo be the pioneer leader of healthy and diet food chain in EgyptOur long term goal is to diversify with 5 more chainsOur short term goal is to have a society and market awareness for health.To penetrate in other age segments from 15-30 yrs.

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Mission 1. Customer Focus 2. Employees Satisfaction 3. Industry leadership4. Shareholders Value Maximization

Market ConceptMarket NeedNeed for foodWellnessNutrition

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Market ConceptMarket WantWant for fitnessHealthy lifestyleGood shape and complexion

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Market ConceptMarket DemandMy Business demands to have a good appearance and good looking

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Segmentation / Customer profile GeographicLiving in Mohandessien, Maadi, Nozha, Heliopolis and Zamalek Demographic Income not less than 100 K p/aEgyptians and Foreigners age range 30-50 yrs.Well educated high social ranking. physiological Athletic life style (who want to have good appearance) behavioral Attitude toward product

TargetingSingle segment concentration

We select one segment (30-50 yrs) and promise for one quality Product and service

M 1M 2M 3P 1P 2P 3

DifferentiationProductServicesPersonnelChannelImageDiety foodDelivery with special packingStaff training Under licenseOur green appleExcellent QualityCustomerconsultingReliabilityFranchiseHealthy program SponsorshipsVery high performanceResponsivenessDirect Sales

Positioning To ladies / men who live an athletic life style and want to have a good looking, Deity restaurant the only diet and healthy restaurant provider will help you to reach your aim and keep your excellent weight in same time keep the good taste for you.

Our Product iety restaurant chainQualityGood tastyFresh foodsFeaturesMix from natural foodsWithout chemical additivesNatural herbalsServices Direction for consumer no need for retailerHot line Phone for service and delivery in special packageSupported by a customers DATA Base

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Product life cycleGrowth

IntroductoryMaturityDeclineTIMESales &Profit

Product MixProduct Width Product Length

Product Depth

deity foodEgyptianJapaneseLebaneseChineseMexicanEuropeanBreakfast lunch dinner

BCG MatrixMarket Growth RateRelative Market share

Star

lowhighlowhigh

DogCash Cow?Question Mark

Ansoffs Grid Ansoffs Grids Current productsnew products Current market 1-Market Penetration2-Market Development Strategynew market3-Product Development StrategyWe 4-Diversification Strategy

Pricing StrategyCost Plus due to our introductory stagePrice is the perception of VALUEQuality of healthy and diet meals.Professional service and staffServing Fresh Ingredients. The price of each meal will be 55 LEN.B. Diet and Health meals maintains brain concentration.

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Channel & Distribution Strategy.Producer

Consumer Producer Consumer Agent / Franchise

Our locationsMohandessenMaadyNozhaZamalekHeliopolis

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Promotion (pull strategy)Advertising: Broadcast Advertise TV/RadioFlyer inserts with bank statements (Gold AMEX, Dinners Club, Master Card Gold)Posters in Sports Clubs (ex: Gezira, Wade Degla, Arabilla, Katamia, CCC ..etc)Beauty Women magazinePublic Relations:Seminars in Sports Clubs.Direct Marketing:Interactive WebsiteDirect Messages Mobinile 21s Events: Sponsorships with Green Apple TV program MBC 1Sponsoring sports tournaments (tennis, squash, golf)

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SummaryWe provide solutions that function at the root of every clients individual problem.Diety is a complete system not just a healthy meal.Our market is from 30 50 yrs of age.Our product has a wide range and depth.Our place is 0 level direct to consumer and franchisee.Our strategy in promotion is (pull strategy).

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iety restaurant chain Our mothers cook healthy and diet meals

Our compliments goes to Mr. Ramy KhodierWe would like to invite you to our restaurant Thank You ..Prepared & Presented by: Osama FawzyAhmed Abou El YazeedKhaled Amin

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