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Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
Marketing Plan : Concoct-Share App
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Marketing Plan : Concoct-Share App

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Class Assignment
Marketing plan about an invented App : Concoct-Share.

By Daphné Lala

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  • 1. Daphné Lala – Concoct-Share Marketing Plan [2012] App Economy : Marketing plan Concoct-share F You £50 andLFHW BUS REAR FRUIT_NEW.indd 1 Page 1 of 21
  • 2. Daphné Lala – Concoct-Share Marketing Plan [2012]  Version n°1 – 2012-11-21Name of the business owner Richard LinellName of business Love Food Hate Waste, LFHWBusiness address 6 torrens road LondonPost code E154NA +447729623670Home address 6 torrens road LondonPost code E154NA +447729623670Date business commenced 2007/11/21Legal Status Non-profit-making organizationPrincipal activities Public information, Support of society associations, partnership with organizations to forewarn about social & environmental issues like food waste, creation of communication ways to support our marketing operations, creation of an mobile app : Concoct-Share Page 2 of 21
  • 3. Daphné Lala – Concoct-Share Marketing Plan [2012] Table of ContentsTable of Contents ................................................................................................................. 3  Marketing Plan Summary..................................................................................................... 4   The Business ...................................................................................................................... 4   The Future .......................................................................................................................... 4   The Market ......................................................................................................................... 4   The Finances ...................................................................................................................... 5  The Business ........................................................................................................................... 6   Business overview ............................................................................................................... 6   S.W.O.T. analysis ................................................................................................................ 6   S.W.O.T. activity sheet ......................................................................................................... 8   Products/services ................................................................................................................ 8  The Future............................................................................................................................. 10   Vision statement ................................................................................................................ 10   Mission statement .............................................................................................................. 10   Goals/objectives ................................................................................................................ 10  The Market ........................................................................................................................... 11   Unique selling position ........................................................................................................ 11   Customers/clients .............................................................................................................. 11   Customer management ...................................................................................................... 11   Competitors ...................................................................................................................... 12   Market research ................................................................................................................ 13   Environmental/industry analysis ............................................................................................ 13   Marketing strategy ............................................................................................................. 14   Advertising & sales ............................................................................................................ 15  The Finances ......................................................................................................................... 18   Price................................................................................................................................ 18   Expected sales .................................................................................................................. 18   Marketing budget [2013].................................................................................................... 19  Monitoring/measurement activities ............................................................................... 20  Bibliography......................................................................................................................... 21   Survey, facts & statics : ...................................................................................................... 21   Volunteering :.................................................................................................................... 21   Apps habits and trends: ...................................................................................................... 21   Page 3 of 21
  • 4. Daphné Lala – Concoct-Share Marketing Plan [2012] Marketing Plan SummaryThe Business Business name: Love Food Hate Waste Business structure: Non-profit Organization - NGO Business location: 6 torrens Road London E154NA Date established: 2007/11/21 Business owner(s): Richard Linell Products/services: Concoct-Share, an app for mobile and tablets devicesThe Future Vision statement: The aim of Love Food Hate Waste is to inform people about environmental and social issues like starvation, energy saving and particularly, poverty, needy people, and food waste. We hope to create some engagement from the British population and help them to have new habits about their food consumption while helping unfortunate person. We are convinced that if we help and give some advices to people, they will change their life habits. To make a better life ! Goals/objectives: About our short term goals, we just want that people understand and be informed about the waste issue and be in position to receive some advices to try to be a better citizen. As a long term aim, we want to reduce waste food while increasing food bank donations by 10% in the city of London in 5 years. In reply to these goals and expectations, we want to create an App which guides people to reduce their food waste and make some feed donation to food bank. Moreover, Love Food Hate Waste company will continue to make some operations (partnership with organizations, lectures, promotions, …) informing people about the danger of the food waste and doing some awareness campaigns all around the British country.The Market Target market: Our target is single women between 25-45 y.o, CI (middle class), urban person, and digital savvy So this is our target : Dynamic single women, who don’t exactly know how to manage their life’s occupations like cooking and cleaning, their social life, and their job. They are open to all sorts of tools that could help them to manage as well their time and they are used to use digital ways to be informed, and enjoy themselves. They are ready to support needy people but they have no idea how. Marketing strategy: To promote Concoct-Share and allow its development over the long term, we plan to implement PR operations enabling us to reach our main and core target through reviews and articles about our application, but also by creating partnerships with renowned brands. We heavily count on PR, however, as the assessment of the market and the competitors will demonstrate to you, Concoct-Share has an important value on which we will insist. Page 4 of 21
  • 5. Daphné Lala – Concoct-Share Marketing Plan [2012] Promotion on social networks and buying of advertising spaces on internet will be required to establish a reputation and awareness for the application.The Finances From a financial point of view, the expenditure will be limited to the maximum because our application is free. As well as NGOs and associations, the opportunity to invest in this application remains limited. That is why through this marketing plan we outline a clear and precise financial plan. Of course, our volunteers and staff will do many operations in-house, which are part of finance not recorded in our financial plan. Partnerships and our charity’s character will allow us to obtain aid for the promotion of the application. Page 5 of 21
  • 6. Daphné Lala – Concoct-Share Marketing Plan [2012] The BusinessBusiness overview Love Food Hate Waste is owned by Richard Linell. Since its creation in London in 2007, this non-profit organization allows by promotion and awareness campaigns to warn and prevent about the food waste and its issues. Some ambassadors make lecture and several operations are launched all the year like contests, workshops, partnerships, and informative campaigns transmitted by flyers, advices and groups discussion. Love Food Hate Waste has as major aim to inform and support people about their food consumption habits to help them to reduce their food waste. This new way to consume offers several advantages: a personal advantage for the purse, and a social advantage for the environment while helping needy persons. Thus, Love Food Hate Waste decided to launch an App to assist them in managing their food consumption (sort their use-by-date’s products, give some practical advices like recipes to combine their products) and in sharing by a food donation.S.W.O.T. analysis Strengths Weaknesses - Expert in the food donation, food waste etc… - created in 2007 - Never launch an app – doesn’t really know this activity sector - Possesses lots of data base about the food waste - Limited financial resources - Knows exactly what delivery circuits to use for the promotion - Not known in this sector, not a model for App creation! New in this market - Always in the same scope of action and practice - Awareness in the UK – and other countries - Not-profit-making organization : trustful, confidence, values, humane - Creation of some fun and useful operations (awareness campaign….) - Knows the people’s needs : work with them since 2007 – see the evolution - App free and no equivalent in the market !       Page 6 of 21
  • 7. Daphné Lala – Concoct-Share Marketing Plan [2012] Opportunities Threats - 50% of the total amount of food thrown away in the UK - Lots of competitors in the non-profit-making organizations sector comes from our homes - Lots of app available on various mobile devices (60% of iPhone apps are never - Brit people throw away 7.2 million tonnes of food and drink every year, downloaded) costing us £12bn - more than half could have eaten. - Various apps are always created to help people in food referencing to use their - Hard-time for everyone : economic crises (need to do some savings : products before the use-by-date Wasting this food costs the average household £480 a year) - More and more needy persons (109,294 adults and children in the UK received at least days of emergency food aid between April and September 2012, this figure expected to rise to over 200,000 by April 2013)- However, almost a third of total people referred for emergency help are waiting for accessing to benefits… - Eco-friendly trends - People need to improve things, meet people, create relationship and also help people - English people are ready to give their support : « 35 per cent of people in England participated in informal volunteering at least once a month »* - « 58% say work commitments prevent them from volunteering »* : with our app you can help people, do some savings (so help you too), be eco- friendly and all these things without move. It takes you 10 min max in your home. So, you can help people even if you work ! Even if you have no time ! - No apps equivalent in this market* National Citizenship Survey conducted by the Department for Communities and Local Government 2008-2009 Page 7 of 21
  • 8. Daphné Lala – Concoct-Share Marketing Plan [2012]S.W.O.T. activity sheet S.W.O.T weakness/ Activity to address weakness/threat threat Many apps available on Promotion campaign will be launched to inform about our app : PR, space mobile device buying by partnership, social networks campaign, partnership… Our app has a « more » : food donation. To promote this: partnership, Various apps about food promotion, PR, social networks campaign… Limited financial resources Find some partnership to develop the app and create it Never launch an app Be helped by app developer experts Focus on the not-making-profit organization, and EXPERT on food waste Unknown as app creator advice which is really established all around the countryProducts/services Product/Service Description Price Concoct-Share App App allows us to make an inventory of your use-by- Free date’s products (by character recognition software) The app creates a schedule including an alarm will switch on before the use-by-date At this time, the software suggests you recipes to use your different products that will become out-of-date NOW, Make a choice : - You will eat these products or.... - Give them to some food banks or similar organizations (Kitchen Soup, British Red Cross, ...) Thanks to a geolocation service included in the app, you find the nearest Kitchen Soup from you ! Paid service : opportunity to have a service that Subscription for 4 months : comes directly to you to get back the food 35£ For one time : 2,50£Market position: Concoct-Share will represent on the apps market, a new service in its entirety!Indeed, certain applications can manage the products of your refrigerators but none combine both three-services offeredby Concoct-Share: referencing products through their expiry dates, the recipes proposition mixing these ingredients andfinally the food banks geolocation service for food donation.The price remains the same: free! And of course, the values of our application will be: a humanitarian and environmentalapp that assists people in their everyday life and makes them well-being.Unique selling position: Concot-Share is an application though by experts since 2007: US !Our app meets real consumers’ needs! Unlike its competitors, Concoct-share combined softwares in order to help both theconsumers and the needy persons! This application allows having somebodys best interest at heart. Page 8 of 21
  • 9. Daphné Lala – Concoct-Share Marketing Plan [2012]The principle is easy and useful: to help you by creating daily meals from your fridge’s products. But the benefit is greatand brings satisfaction. This approach eases your conscience by avoiding the food waste (food donation and advices).Anticipated demand: I think that, based on 6months and with the launch in London first, we will possibly have 20000 app downloads.Pricing strategy: Concoct-Share will be a free app. As a non-profit-marking organization we don’t want to sell this appwhich is created to help people and mainly to answer to humanitarian concerns: helping needy people (which numberincreases dramatically) and helping customers for their savings and in the same way answering to environmental issues.An included service will be certainly payable: the opportunity to have a back food service directly at home. But this serviceis not mandatory and it’s just a comfort service.Value to customer: Concoct-share is a new service! This service is useful and as mentioned previously, meets a realdemand from consumers. Useful and humanitarian, Concoct-share can quickly become a support of everyday to make lifebetter! Thus, we think that we can assure that Concoct-Share will be a daily, helpful and humanitarian service.Growth potential: The current economic situation and problems faced by different countries and its occupants canunfortunately lead to the real sense of our application. So it seems that its value could grow progressively and certainly. It isa tool for saving, a priority for some household, while helping those already in need. Page 9 of 21
  • 10. Daphné Lala – Concoct-Share Marketing Plan [2012] The FutureVision statementLove Food Hate Waste sets its sights on the information of people about environmental and social issues likestarvation, energy saving, and especially poverty, needy people, and food waste.We want to create some commitment of the British population and help it to adopt new habits about their foodconsummation while helping unfortunate person. We are convinced that if we help and give some advices topeople, they will change their life habits. To make a better life!Mission statementOur vision is relayed by all operations we initiate: by partnerships, lectures, advices on flyers, website, socialnetworks, awareness campaigns and all that promotion stuff.But now, we want to boost some news habits, we want to involve people and be directly with them in their houseor everywhere they could be by an App on mobile and tablet devices. The creation of this App is a new step forour organization to be in real contact with the audience.Goals/objectivesAbout our short-term goals, we just want that people understand and be informed about the waste issue and be inposition to receive some advices wanting to try to be a better citizen.In a long-term view, we want to reduce waste food while increasing food bank donations by 10% in the city ofLondon in 5 years.For answer to these expectations, we want to create an App application that allows people to reduce their foodwaste and make some feed donation to food bank.Moreover, Love Food Hate Waste company will continue to make some operations (partnership withorganizations, lectures, promotions, …) informing people about the danger of the food waste and doing someawareness campaigns all around the British country. Page 10 of 21
  • 11. Daphné Lala – Concoct-Share Marketing Plan [2012] The MarketUnique selling positionConcot-Share is an application thought by experts since 2007: US!Our app meets real consumers’ needs! Unlike its competitors, Concoct-share combined software in order to helpboth the consumers and the needy persons! This application allows doing the good around it while being friendlyto the public.It’s available for only one reason: to help you by creating daily meals from your fridge’s products and to ease yourconscience by avoiding the food waste (food donation and advices). No one app offers this type of service: 3 in1!Customers/clientsCustomer demographics Our target is single women between 25-45 y.o, CI (middle class), urban person, and digital savyy. Why? Because, first of all, single women have to buy food only for themselves and sometimes it’s hard to cook all the food you have bought. Steak, meats, all these food are sell by pack of 2,4 maybe more and sometimes it’s so much that it could generate some waste. Sometimes, they leave their job late; they don’t feel like cooking or don’t have any idea of what they can cook. So finally at home, they prefer to order some meals to delivery. But these women are very dynamic too, they live alone and have some time for them; they can more probably be informed about social and environmental issues. Friends are important for them and they love to share their experiences on blog, social networks about various theme (cooking, time out, entertainment, house keeping… ) Moreover, according to the survey produced by the National Citizenship Survey conducted by the Department for Communities and Local Government in 2008-2009, women are more inclined to do some voluntary work and help people than men (28% against 23% for the men) and they feel more concerned than men about social and environmental issues like the social science research of The Institute for Womens Policy Research show. They hope to be involved in their community. They could help people, be volunteer in some organization but their job requires a lot of time. So this is our target: Dynamic single women, who don’t exactly know how to manage their life’s occupations like cooking and house keeping, their social life, and their job. They are open to all sorts of tools that could help them to manage as well their time and they are used to use digital ways to inform and entertainment themselves. They are ready to support needy people but they have no idea how.Customer managementThe relationship between our target and ourselves will be based on the quality of our application. We believe that ifour service meets fully the needs and expectations of our customers, we will maintain a good relationship withthem. Similarly, the design of the application will reach our target in addition to offer a quality & an attractiveservice. Our database is always updated regarding geolocation of the food banks and of course we will highlightdifferent networks on our website as well as socials networks to always be in touch with our audience in order tounderstand their problems and interests. Page 11 of 21
  • 12. Daphné Lala – Concoct-Share Marketing Plan [2012]CompetitorsConcoct-Share is an exceptional application, it is innovative! No other application than Concoct-Share does exactly the same. Our integrated softwares including themanagement of the use-by-dates’ products (with an alarm), the ability to provide recipes for cooking these products for the users, and beyond that, the geolocation service tofind food banks closest to you for food donation, have never been developed by other applications.It is a 3 in 1 service which is complete and really useful for customers.Competitor details Competitor Established Value to Strengths Weaknesses date customers Food Expiration Date 2011 Simple Simple to use, intuitive, useful, Only available on the App Store (Mac), Alarm   available on the App Store, limited design, not really attractive and personalised, good reviews and readable, potential not really exploited always updated, free and available Only to alarm the customer about his use-by- on mobile and tablet devices. date’s products Need to be upload (last upload December Really simple to use, intuitive, useful 2011 !) Use By Date Possibility to have some advices Expensive while the app isn’t really attractive January 2011 Useful about the use-by-date (when does and complete the food will be really used by date) Only available on Windows Phone Free app, Available on the App Only available on the App Store (Mac), only Tastebud Quality Store, good design, intelligent offers recipes with your fridge’s products concept, fun and simple (could be developed) Page 12 of 21
  • 13. Daphné Lala – Concoct-Share Marketing Plan [2012]Market researchSurvey, facts & statics :Food banks / Food waste and needy person in UK :http://www.trusselltrust.org/http://www.guardian.co.uk/news/datablog/2012/oct/16/food-banks-trussel-trust-uk-datahttp://england.lovefoodhatewaste.com/Volunteering :Survey National Citizenship Survey conducted by the Department for Communities and Local Government 2008-2009http://timebank.org.uk/key-factsApps habits :http://www.monwindowsphone.com/quelques-statistiques-sur-l-usage-des-applications-t13414.htmlEnvironmental/industry analysisOur application will be launched and promoted in the London city which now has more than 80,000 inhabitants,called the Londoners but more generally, Greater London has about 12 to 14 millions of inhabitants. This allowsus to reach a large number of people by focusing our campaign on the London area which is growing constantly.Moreover, the population of London has 48,4% of male and 51.6% of women, knowing that the average age ofthe female population of London is 36.8 years, which represents for us a large number of potential users for ourapplication. London has a demographic structure very different from other regions of England: The attractivenessof London led to immigration towards the capital working ages people from the rest of the country or abroad. Theproportion of people between 20 and 44 years is 42.8% against 35.1 nationally.. In contrast, the proportion ofpeople aged 60 and over (14.4%) is lower than the national average (18.4%)Moreover, current trends in digital terms show that more and more people will adopt smartphones, if it is notalready the case: A YouGov survey in May 2012 found 47% of UK mobile phone users now have a smartphone.They expect to hit that number by 55% over the same time next year.Also comScore reckon finds there were just over 28 million smartphone users by UK May 2012 (3-monthaverage), a year-on-year increase of 38%.And about the development of our app on different operating systems, which is very important, we can see thatSamsung has a real importance on the UK market with 43.6% share of the smartphone market, followed byApple at 19%.     Page 13 of 21
  • 14. Daphné Lala – Concoct-Share Marketing Plan [2012]Marketing strategy Marketing activity/milestone Person Cost ($) Success indicator responsible The number of quality partnerships Partnership with NGO Commercial service Free - Negotiations negotiated and implemented PPC – fan’s number on our FB page – Display on internet Communication service 5 000 £ number of post view and/or like – view of our website The number of quality partnerships Partnership with brands Commercial service Free - Negotiations (renowned brands) negotiated and implemented & their duration Number of good articles published on Press Relations Communication service Free blog, website, magazine, newspapers… Fan’s number on our FB page – number of post view and/or like – view of our Social Networking Communication service Free website, number of our content sharing, number of active users on our FB page Page 14 of 21
  • 15. Daphné Lala – Concoct-Share Marketing Plan [2012]Advertising & salesAdvertising and promotional strategy Planned promotion Promotional strategy Expected business improvement Cost ($) Target date /advertising type Partnerships with NGOs will allow us to exchange Partnerships with NGOs will allow us to increase communication needs. Indeed, these partnerships will be awareness of our associations and operations. Also, negotiated and of course in order to obtain free services. it will highlight some of our values such as solidarity And in exchange of good practices we do free and mutual aid. advertising for them (via web banners, links to their This will allow us to make promotion for our website and reviews) in exchange for visibility of our application at the same time as support other Partnership with NGOs Free January 2013 application on their website and other media. This organizations that help people in different ways communication is effective because it’s free and it allows (homeless, victims of rape and violence, us to reach an attentive target to social & environmental unemployed...) issues by partnerships with some associations that have Another important thing is that these partnerships will similar goals to ours. not cost money to us and are simply an exchange of services between two organizations. In addition to the web banners on the partners’ websites, Display on internet is the only paid operation for our we also create facebook ads in order to reach a target Concoct-Share launch campaign. audience similar to those we want to involve. Facebook It will allow us to reach our target present on the advertising is a powerful tool to target exactly people internet and interested in social and environmental March 2013 – Display on internet whose advertising message is sent. Moreover, this issues. This action will launch the app on internet 5 000 £ June 2013 promotional operation represents a minimal investment and thus will create curiosity around while increasing for us. app awareness. Facebook ads will be the only paid media. For the banners will be implemented through partnerships. Partnerships with brands will be established in order to These partnerships with renowned brands will be of Partnership with brands Free May 2013 promote this useful and humanitarian application. So we great importance because in addition to create us a Page 15 of 21
  • 16. Daphné Lala – Concoct-Share Marketing Plan [2012] target brands fridge, chains restaurant such as Jamie great awareness, they allow us to expand our target: Oliver’s chain, as well as quality grocery shops such as restaurateurs, businesses refrigerators, and cafes will Waitrose. We will also try to provide our application also want to use this application and why not through Starbucks website and through cardboard flyers develop it further for their business. which promote in their coffee shops and on internet such With these partners that offer us visibility in the applications that share their values. media, our application will continually grow and These partnerships allow us to gain visibility into partner generate funds for our association. sites, in-store operations, and also give us a location for the promoting flyers’ distribution. Press relations are an essential part in promoting Concoct-Share. Indeed, free and effective, it will enable PR is also very important! In fact, people trust the us to target magazines, blogs and newspapers may be reviews and especially English are great interested in our application and that could talk about our newspapers, magazines, and blogs readers. app. So we target magazines, blogs and newspapersPress Relations Recommendations regarding this application will Free February 2013 that focus on societal and environmental issues as well actually establish our reputation and increase the as those with topics related to new technologies and app downloads. digital or even some female lifestyle magazines. For the professional press we can target the magazines read by supply and restaurant industry professionals. Of course, in view of our main target, we will create a In order to promote our product to our target, it is twitter account and a facebook page to promote our extremely important to be established on social application while creating interesting content for our networks. Similarly, it put forward the social target (recipes, contests, surveys, news about character of our organization and therefore ourSocial Networking humanitarian world and info about our application...) Concoct-Share service. Free January 2013 Social networks enable us to create lasting and strong relationships with our target to be close to them and thus be aware of the improvements to our application. Page 16 of 21
  • 17. Daphné Lala – Concoct-Share Marketing Plan [2012]Social media strategySocial networks enable us to create awareness around our application: Concoct-Share, and beyond that it will create a alikeness with the target through entertaining andinteresting content created specially for social networks and that can be easily shared. The updating of these social networks will be extremely regular and an internallycommunity manager may charge for the daily maintenance of these accounts.Sales and distribution channels Channel type Products/services Percentage of Distribution strategy sales (%) Apps stores are the only real means to sell and download Concoct-Share. Of course, we will put QR codes on posters during our partnerships allowing people to directly download our application. App Stores such as : App However only networks allow us to post our application are the apps stores. Of course Store (Apple brand), Google we chose to make our application available on all mobile devices such as Android, Play (Android brand), Windows Concoct-Share 100 % iOS, or Windows 8. It is important for us and our development to allow the use of our Phone App Store (Windows application on every possible supports because you have to put in mind that our Phone) purpose is primarily social and environmental. Moreover, Apps Stores choose to highlight some apps most innovative and interesting than others and of course we can, thanks to RP, try to do the same thing for Concoct-Share. Page 17 of 21
  • 18. Daphné Lala – Concoct-Share Marketing Plan [2012] The FinancesPriceAs mentioned previously our application is totally free outside a special recovery at home.This application must be free, why?First to represent the values for which Love Food Hate Waste fights every day: solidarity, sharing, and involvementin environmental and social issues.To achieve our objectives, it is necessary that this application will be free for all of us. No brake can prevent thepopulation of England and especially Londoners to pay attention to food waste and provide assistance todisadvantaged people through food donation.The economic crisis affecting our society some years now it is important to show people they can trust certainbrands and values. And Concoct-Share was created and devised for their comfort, well-being and to help them toperform beneficial actions to society and environment. Concoct-Share relieves the souls of their guilt because offood waste and provides practical and useful solutions for everyday life.Development and promotion of our application will create a ROI, especially through our partnerships with famousbrands. We think that we can trust on Concoct-Share because it’s a very useful app which answer to people’sneed in some interesting ways! And we know that we are the only service to provide these 3types of services (-referencing use-by-date’s products - proposals recipes – geolocation service for food donation)A special pick-up service allowing to recover your food that you don’t want to converse anymore will be charged.A subscription can be set up for those wishing to use it regularly or will be payable as pay-as-you-go.Expected salesWe hope to reach on average, 11 millions of users in London and also in different part of England. But it is theculminating objectives and also a long-term objective! Maybe in 3 or 5 years but it depends on the promotion andROI.We want to reach 20 000 users for the 5 first months. Thanks to partnerships with famous brands we can hopethat this number will be easily reached. Page 18 of 21
  • 19. Daphné Lala – Concoct-Share Marketing Plan [2012]Marketing budget [2013]   Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing/promotion Online advertising £1 000,00 £1 000,00 £1 000,00 £1 000,00 Social media £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 £1 500,00 Web search optimisation £1 000,00 £1 000,00 £1 000,00 £1 000,00 Marketing/ promotion total £1 500,00 £2 500,00 £2 500,00 £2 500,00 £3 500,00 £2 500,00 £1 500,00 £1 500,00 £2 500,00 £1 500,00 £1 500,00 £2 500,00 Other Postage £1 000,00 £1 000,00 £1 000,00 £1 000,00 Administration £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 Other total £1 500,00 £500,00 £1 500,00 £1 500,00 £1 500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 £500,00 Total £3 000,00 £3 000,00 £4 000,00 £4 000,00 £5 000,00 £3 000,00 £2 000,00 £2 000,00 £3 000,00 £2 000,00 £2 000,00 £3 000,00 Total amount - 2013 year $36 000,00   Page 19 of 21
  • 20. Daphné Lala – Concoct-Share Marketing Plan [2012] Monitoring/measurement activitiesMarketing activity Date of Monitoring methods Expected Reviews review The number of quality partnerships Short-term partnerships: 3 with various organizations with same values as us.Partnership with NGOs March 2013 negotiated and implemented Long-term partnership : 1, strong and efficient PPC – fan’s number on our FB page – # facebook fan : 30 000 at least,Display on internet June 2013 number of post view and/or like – view view on our website : increase by 30% of our website The number of quality partnerships 3 partnerships with some famous brands such as Jamie Oliver’s restaurantPartnership with brands August 2013 (renowned brands) negotiated and chain, fridge brands for example : Whirlpoool, LG or Samsung and grocery implemented & their duration shops like Waitrose or M&S Articles published in press : The number of good articles published Magazine (women, men, interests, professional) : on average 20Press Relations April 2013 on blog, website, magazine, Blog : 10 newspapers… Newspapers (with technology section): 15 Fan’s number on our FB page – number of post view and/or like – viewSocial Networking Every months of our website, number of our content # facebook fan : 30 000 at least sharing, number of active user on our FB page Page 20 of 21
  • 21. Daphné Lala – Concoct-Share Marketing Plan [2012] BibliographySurvey, facts & statics :Food banks / Food waste and needy person in UK :http://www.trusselltrust.org/http://www.guardian.co.uk/news/datablog/2012/oct/16/food-banks-trussel-trust-uk-datahttp://england.lovefoodhatewaste.com/UK population :http://www.ons.gov.uk/ons/guide-method/census/2011/index.htmlhttp://www.london.gov.uk/Volunteering :Survey National Citizenship Survey conducted by the Department for Communities and Local Government 2008-2009http://timebank.org.uk/key-factshttps://www.associatheque.fr/fr/parutions/etudes/benevolat.htmlApps habits and trends:http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm#smartphoneshttp://www.monwindowsphone.com/quelques-statistiques-sur-l-usage-des-applications-t13414.htmlhttp://www.guardian.co.uk/technology/bloghttp://www.simplyzesty.comhttp://www.docnews.fr/http://www.journalgraphic.com/http://www.influencia.net/http://www.business2community.com/mobile-apps/10-tips-on-how-to-promote-your-app-0153347http://www.westwindcos.com/releases/52_Ways_to_Promote_Your_iPhone_App.htmhttp://www.quicksprout.com/2012/05/10/the-beginners-guide-to-mobile-app-marketing/http://www.netmagazine.com/features/10-step-approach-marketing-your-app Page 21 of 21

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