Introduction
This marketing plan aims at documenting the marketing mix for the new product ‘Falafel’. As a new product in the Dubai market, this report endeavors to augment the demand for Falafel in Dubai in a bid to raise demand for Falafel in Dubai and ensure its success over the next decades as the ultimate vegetarian diet.
The company has the mission of becoming the most favorite eating and drinking place for its clients. Globally, the company’s mission statement is centered on their strategic goal dubbed ‘Plan to Win’. In line with this strategy, the company focuses on exemplary customer experience on four fronts- promotion, people, place and products. Consequentially, the company seeks to always improve its customer experience while improving its operations.
As a purely vegetarian meal, the Falafel will be up against other similar industry products which offer the most competition. These meals include the paneer masala, the vegetable masala and the aloo palak which are also vegetarian favorite diets in Dubai. Additionally, other healthy organic eats including the Red Rice Noodles topped with Chili sauce and the vegetable Manchurian are worthy competitors to the Falafel.
Falafel will be launched into the market during the Gulffood expo to be held later on in the year. This food expo unites industry leaders in the food and hospitality industry in the entire Gulf region and also some parts of Africa.
This timing is influenced by several reasons. First, being an event to be held later on in the year, it will allow adequate and reasonable time to bring opinion leaders on board the launch plan. Additionally, market awareness of the new product will be done as the market is kept in perpetual suspense on what to expect. Additionally, this time will allow pre orders to be received from the clients.
Budget
The budget documents the promotional strategy to be used. This includes the search engine optimization efforts to draw traffic to the site, budget for trade shows and conferences budget for the financial quotas after the launch, telemarketing and door to door promotional efforts, money spent on conventions. Additionally, the budget documents the promotional budget on websites and blogs, magazines and Ads and trade shows expenditure.
These financial appraisals are determined by making approximations using data from industry leaders in the same trade. The Forbes entrepreneurs (Lavinsky 1) report was equally used in the budget development.
Work Cited
Lavinsky, Dave. "Three Steps To A Solid Marketing Budget." June 7 2013. <http://www.forbes.com/sites/davelavinsky/2013/06/07/three-steps-to-a-solid-marketing-budget/#19a9900e1178>.
