NOUT CAFE

MARKETING
PLAN
1. SWOT
AGENDA
2. Objectives
2-1 Corporate Objectives
2-2 Marketing Objectives
3. Marketing Strategy & Programs

3.1 Market Segmentation Strategy

3.2 Targeting Strategy
3.3 The New Product
3.4 Positioning Strategy
3.5 Branding
3.6 Packaging
3.7 Promotion
3.8 Pricing
3.9 Distribution

STRENGHT
Examples: S
- Great Atmosphere
- Cost structure / efficient
production process (need
evaluation)
- Customer Community.
OPPORTUNTIES THREATS
Examples:
- Few competitors around
- Use social media for promotion
(low cost)
- Changing customer tastes
- Healthy Food trend
- Different events
- co-operating promotion
- New varieties of food
SWOT
WEAKNESSES
Examples:
- Lack of innovation
- Poor adaptability to market
conditions
- Lack of communication with
outer world
- Little financial resources
- Poor management
- Poor brand awareness
- Staff needs development
- No Support from Dora
- Low Awareness-(Brand name
needs Recognition )
- Food Freshness
-No customer Database
Examples:
- New competitor
- Declining population
- Market saturation
 OBJECTIV
ES
Marketing objectives: (Short-term (upcoming 6 months))
 Specific & measurable goals that express desired levels of sales,
market share.
 Brand Variables, ROI, etc…, over a specific timeframe &
geographic/sales market.
As for Nout Café “example” :
 Create Strong Awareness within the next 6 months.
 Enhance Brand Image within the next 6 months.
 Enter New and Large Segment (attract NEW customers)
 Create Customer Satisfaction ( Existing Customers & Future)
 Build Customer Loyalty.
 Enhancing Traffic.
 Marketing MIX
Healthy & Fresh Cuisine,, Coffee & Drinks.
PRODUCT Freshly Baked Goods & Desserts.
Extension ( Books & Mugs, Etc…)

PRICE Prices That Covers Both Meeting Financial

Objectives & Remaining Competitive

Emphasis On Location , As an F&B Business

PLACE Location Is Everything ( Sheikh Zayed )

Publicity, Advertising, Offers, Discount

PROMOTIO Codes, Coupons, Events & Internal
( Incentives)
N
 MARKET SEGMENTATION STRATEGY
SEGMENTS:
 Geodemographic Segmentation:
Refers to a range of methods used for classifying and characterizing
neighborhoods or localities based on the principal that residents living near
each other are likely to have similar demographic, socio-economic and lifestyle
characteristics.

6TH Of October & El Sheik Zayed

AreasA Concentration

Strategy Focusing
On A Specific
Segment Will Be
Used.
 Targeting
Strategy
The Segmentation basis according to the previous
classification will be:
Psychological Segmentation: (lifestyles & beliefs)
Locations:
Compounds in Zayed & October:
The Address (Café Surround)
Zayed Dunes (Café Surround)
Dar Misr (Café Surround)
 El Karma (Café Surround)
 The rest of Zayed Compounds & October
 MSA University (Highly Recommended)
 Arab Academy for Science & Technology
Demographics of Target zones:
 CIC College Youth and Universities Students
 Cairo University (Males and Females Between 18:25.
Young Adults (Males and Females
 Nile University Between 26:34).
Families.
 NOUT CAFÉ APPROACH
 Healthy and Natural High Quality Food.
 High Quality Beverages ( Healthy & Regular)
 Cozy & Relaxing Atmosphere ( Reading, Working, Studying)
 Suitable Environment For All age Segments ( Families, Young adults &
Suitable For Children’s Birthdays).
 Authentic Egyptian Ambiance.
 Reading Zones.
 No Shisha.
 Drawing & Coloring Zones For Children.
 Free Wi-Fi ( Working, Studying or For Pure Entertainment).
 Suitable Environment For Watching Sports ( Football Matches, Etc…)
 Regular & Occasional Events & Bazars.
 Prices Are Extremely Convenient Vs. High Quality & Freshness Of Food.
 Menu Variations.
 Extremely Friendly Staff.
 NOUT LIFE CYCLE - DEVELOPMENT
 
Introduction Stage
The advertising used in this
stage introduces a new concept,
changes habits and educates.

Growing Stage
The advertising used in this
stage establishes the product’s
superiority over competing
products if there are.

Maturity Stage
The advertising used in this
stage simply reinforces or
reminds customers of the
qualities and acceptance the
product is already recognized for.
 Positioning Strategy
“Brand Image”
 Nout Slogan & Imagery Content.
 Attractive & Valuable Ad Content.
 Emphasis On Identity ( The Story Behind The Name & Idea)
 Café Should Reflect The Perceived Idea & Value.
 Meeting Customers Expectations.
 Regularly Edit The Menu ( New Additions, Daily Specials, Occasional Specials
Or Tailored Meals)
 Train Staff Regularly.
 Show Customers That You Care As An Owner ( Socialize With Consistent
Customers, Introduce Yourself To New Customers, Ask For Feedback
Personally, Ask For Suggestions & Opinions. This Creates A Bond Between
Yourself & The Customers & Enhances Your Brand Image).
 Create An Emotional Bond With Your Existing Customers & Future By Hosting
Charity Events, Support Good Causes & Use Such Events or Dinners As A
Valuable & Honest Content To Attract New Customers.
 Handle All Issues & Complaints Quickly & Gracefully ( The Customer Is
Always Right)
 BRAND
Social Media Platforms Are used To Enhance All Sorts IMAGE
of Businesses,
Especially Startups & Small Businesses, As Social Media Has A
Direct & Strong Impact On People Now a Days.
Social Media Platforms Are Used To Build Relationships &
Communities & You Can Use It efficiently To Do So.

Take Facebook As An Example, The Right Targeted Segment &

Page Format, & The Right Content Can Create A Massive Follower
Parade.

Once The Following Is Implemented, Exceptional Results Are

Expected :

 Posting Useful, Relevant, & Interesting Content & Links ( Your

Own page Or Facebook Groups).
 Asking Fans To Contribute With Heartfelt & Genuine Comments.
 Organizing Contests & Promotions.
 Providing A Place To Leave Reviews & Other Feedback.
 Offering Incentives For Activity On The Page.
 Promoting Causes & Creating A Platform For Interaction.
 Regular Posting & Interaction.
 Helps Scouting & Knowing Your Competition.
 Enhances SEO.
 BRANDING

 WHAT IS NOUT ?
WHY NOUT ?
WHAT NOUT REFLECTS ?
WHO YOU ARE AS NOUT ?
 PROMOTIO
 Buy One, Get-One Free ( Attracts Customers, Can Be Implemented Through rush
N
Hours of The Day)
 Bottomless Mug ( Pay An Extra Amount & Get Non- Stop or a Fixed No Of Refills)
 Half-Priced Refills ( For A Decent Amount Of Money Customers Can Get Refills of
Their Favorite Drink For Half The Price)
 Make It A Combo ( Along Side With A Cup Of Coffee or Tea A Muffin or Croissant or
Bagel; Breakfast Offer or Those Who Are Rushing to Work, College or Are On A
Break)
 Seasonal And Holiday Drink Specials ( Valentine, Christmas, Eid, Ramadan Favorite
Drinks)
 Holiday And Calendar Discounts.
 Feedback Cards.
 Offers For Residents In Surrounding Compounds, Especially (The Address
Compound, Zayed Dunes, Dar Masr)
 Taking Advantage of Surrounding Gym’s, Health Club, Hair Saloons, Etc.. ( Special
Offers Similar To Those Above or Creation Of A Side Menu For The Gym)
 Loyalty Cards
( Creates A First Time Customer a Regular, Makes Customers Feel Special, Creates a
Buzz).
 Flyers & Posters In The Right Place & Time
All Of The Previous Suggestions Can Be Implemented By Turn Parallel With Extensive Social
Media Presence, Campaigns, Paid Ad’s, Etc…)
 MEDI
 TV ADS A
 News paper ADS
 LBA Advertising
 Mobile Advertisement.
 Radio Advertisement
 Flyers, Posters & Banners
 Using All Social Media Platforms
 Facebook
 Instagram
 YouTube
 Whatsapp
THANKYOU