#GoVeg#BeVegan

Being Vegan

Marketing Plan

If you like being human then be vegan/vegetarian

Executive Summary• Overview of situation• Company’s Goal• Course of Action

Situational Analysis

• Tourists-Students-Company Employees • Especially Indians• Travelling abroad• Company visits/jobs/internships/higher studies• Foreigners going vegan • Animal killing issues

Examples

available• There are apps which are available for some places where

awareness against animal killing is increasing and people are going vegan

• Such places have set up a lot of “vegan too” catering establishments

• There are applications which are catering to such requirements on a small scale

• Needs to get scaled up• the service should be increased • in quantity and quality

The current scenario…

Survey • Indians travelling abroad will be our potential customers• A large number of them will be ones preferring vegan food.• Indian families travelling for vacation will also fall under our

potential customer base. • Potential travel destinations will be surveyed and we will

create our maps using google maps.• Will prepare list of such vegan establishments• Very difficult to find a pure veg restaurant

• App will have options of cities, languages, coupons each of them will a have a cost attached to it- in the premium version

• It will be a ‘vegan food establishments in various cities’ searching app

The App

• The goal of monetary gains can only be achieved through establishing a vegan restaurant chain

• Only gaining money through app’s premium version features of approx. $9 will not suffice to do a high net income business

Target Market

Customers:- travellersNeeds: People travelling to a foreign land where there is no availability of vegan/Indian foodDistinguishing characteristics: Tourists, students on research internship, company officials, etc.

• Collaborators:-People may travel there to survey the area-will use google maps- identify the prices- see if there is consumer demand of vegan food- vegan restaurant/establishment managers in collaboration

• Company:-Key stakeholders-vegan establishment owners, our restaurants, map making, advertisement and pamphlet/fliers making

• Competitors: Other vegan food establishments, such apps in cities already present

• Context:- All this will depend on the place/city where we will offer such service which will be cleared in the survey while roaming there.

• Customer Value : Quality food and service and ease of finding establishments, satisfaction

• Collaborator Value: Monetary gains, brand value, • Company Value: brand equity and value, recognition, positive

feedback, monetary gains, etc.

Tactics-offerings marketing mix• Product – Not a product

Service

It is a service offered to foreign visitors i.e. tourists, students, families, etc.

travelling to a new destination where it is difficult to find vegan (including Indian) food and will eventually have chain of

restaurants catering to such needs

• It will start as a help and search app i.e. food establishments search app and then enlarge into a food chain which will eventually creating its brand value as a chain of restaurants

Price

• For app• $6, • for various premium versions in it like languages, cities, etc.• $9.$12,etc.

• Restaurant chain along with its prices in various cities is yet in the development phase

Incentives

• Food Coupons • Selected Stores which are in collaboration

• Free app for Indians(Indian Passport verification)• Language- Hindi- basic language in app

Communication

• Pamphlets and advertisements in Passport Offices• Student colleges which sent students for foreign

university/company interns• Travel Agencies

ImplementationVarious people involved• App and map developers • Restaurant owners and middle men collaborating with the

owner about various deals regarding coupons, vouchers, vegan foods, etc.

• People in contact with advertisement agencies offline as well as online

Infrastructure

Restaurants• Low price in comparison to others present there• High Quality and service

Processes and Implementation

• First the survey will be conducted- both offline and online • Important loopholes will be removed• Strategy will be implemented• Deals with vegan establishment owners will be struck• After research and survey details implementation the app will be

launched• Advertisements will be circulated in relevant groups • If apps is successful will include more cities and expand it• Also the restaurant chain idea will be implemented after surveying

travellers and tourists responses