Target Market
Arabi Cafe which is an Arabic Iced Coffee is aimed to be sold in the Middle East market where the demand for coffee and other drinks is high. Among the identified potential markets in this region include Saudi Arabia, Turkey, Israel, and Syria. By targeting the wealthy consumers in these areas with the sale of this differentiated coffee brand, it is possible to increase sales. By targeting this group, the drink will be sold at better prices hence improving the profit margin. The target market will also be based on beliefs and cultural values. During holidays associated with these aspects, the target market will shift to the merry-making people.
Product Description (brand name, use, competitive advantage/ Unique Selling Proposition)
Arabi Cafe is the brand name of the new drink whose purpose is to give the consumer a refreshing feeling and taste. The canned drink gives it top notch quality that differentiates it from other coffee brands. As such, the customer can opt to carry the drink or else consume it in the outlets. The aspects that are expected to give the drink a competitive advantage against its competitors include the design, benefits associated with the drink and the size. Most of the coffee varieties are sold in recyclable or at times in non-recyclable cups. The use of can in the sale of the coffee is expected to bring a new perspective of coffee consumption in the market. Such cans can be easily transported and retain the refreshing taste of the drink since it will have the right preservation techniques, unlike other methods. The can design very appealing based on its color, the catchy phrases involved and images. Therefore, this will add on its competitive advantage because of its unique appearance. Besides, the can will be easy to open with an expiration date that is a necessary right for all consumers.
Place
Selling of the product will be both online and through the outlets and other merging business partnerships. The outlets will be spread across Middle East region. Through the website, consumers can make orders whereby deliveries can be made to the doorstep of the consumers. By partnership with different entrepreneurs such as supermarkets, the product can be placed on shelves for easy access all over the region.
Price
The pricing of the product will be established in concern with the competitors pricing, the demand for the product and the supply cost. However, fair pricing will be necessary so as to entice the customers to purchase this brand. Through pricing psychology, various promotions aimed at marketing the product and discounts will be embraced.
Promotion Ideas
Different strategies will be used in the marketing of Arabi Cafe across the Middle East and even outside this region as a strategy for internationalization preparation. Use of mass media such as radio and TV will be utilized in broadcasting the advertisements. To be able to create massive marketing sweepstakes, pop displays, cobranding, contests and content marketing will be used.
