This advertising plan for talabat is designed to increase sales, app downloads and strengthen brand image and awareness. Talabat offers to deliver a wide range of foods from restaurants with a wide range of cuisines. where the customers order through the website or the application and it gets delivered by their own fleet of cars to the specified location at a competitive price, thus connecting various restaurants with customers through the nation.

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Old Values New Ways
Advertising plan
By Quatiba Alnoubani

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Executive Summary:
This 2019 advertising plan for talabat is designed to increase sales, app downloads and strengthen brand
image and awareness. Talabat offers to deliver a wide range of foods from restaurants with a wide range
of cuisines. where the customers order through the website or the application and it gets delivered by
their own fleet of cars to the specified location at a competitive price, thus connecting various
restaurants with customers through the nation.
Dominated by the rapid technological advancements charm the traditional way of food ordering on the
phone is rapidly getting replaced with food on demand services where it is easier to order food through
a couple of taps and describe any alterations that you might need to do to the food provided without
becoming a victim of communication issues, thus this advertising plan is aiming towards helping talabat
capture a wide range of the market and strengthen the brands image in the customers mind through the
inclusion of three simple but creative ad campaigns.
There are several factors that affect the situation of the company in Jordan like internal factors, industry
and external factors. all these factors and many more affect talabat either positively or negatively, we
start discussing them in detail in the situational analysis in page 4 of this advertising plan. Apart from
that a swot analysis is conducted to further describe the companies position in the industry.
Talabat position itself as a high-quality affordable source for hot food from different cuisines for people
who are interested in ordering food in a fast manner. Refer to the brand section image in the internal
factors in situational analysis in page 5.
Although talabat doesn’t have a lot of competition in Jordan when it comes to field other than Careem
box, we expect that they will face heavy completion in the future as the market is still growing and
expanding please refer to the competitor analysis section in page 8
Talabat targets a mass market aiming at connecting as many clients with restaurants and increasing the
amount of orders fulfilled through the app segmentation is done geographically as the demographic and
cultural level can defer based on the location of the client inside Jordan where they focus more on big
cites than rural areas where they will find a higher level of acceptance, higher purchasing power also the
penetration of the internet usage culture is stronger than in illiterate areas. But the various range of
offerings that the company promotes is extremely diverse due to the wide range of cuisines that they
support, enabling them to satisfy most of the customers market.
Our advertising campaign was created with the objective of increasing sales, brand strength and app
downloads in the month of Ramadan through motivating people to readapt a number of values that
they have forgotten or are doing less of through talabat’s offering thus promoting the well being of their
clients while achieving the objectives listed in the objectives section in page 11 you can refer to the
strategy section in page 12 where the advertising campaign is further discussed.
The channels that we are using include social media channels, augmented reality billboards, and display
ad campaigns.

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Table of Contents
1.Introduction ________________________________________________________________________3
2.Situational analysis___________________________________________________________________4
2.1Internal factors_____________________________________________________________________4
2.1.1 Advertising capabilities_____________________________________________________________4
2.1.2Prior advertising strategies __________________________________________________________4
2.1.3Brand Image______________________________________________________________________6
2.1.4 strengths and weakness of talabat’s service____________________________________________6
2.2Industry analysis ___________________________________________________________________7
2.3External factors ____________________________________________________________________8
2.3.1PESTEL__________________________________________________________________________8
2.4Competitor analysis_________________________________________________________________9
2.5Customer analysis _________________________________________________________________10
2.6SWOT analysis____________________________________________________________________11
3.Objectives________________________________________________________________________12
4.Budgeting: _______________________________________________________________________12
4.1Advertising budgeting method: ______________________________________________________12
5.Strategy: _________________________________________________________________________13
5.1 Add Placement: __________________________________________________________________13
5.2 Frequency of ads displayed: _________________________________________________________13
5.3 Tracking of results: ________________________________________________________________13
5.4 Reach strategy: ___________________________________________________________________13
5.5 Creative Strategy: _________________________________________________________________13
5.5.1The name of the campaign_________________________________________________________13
5.5.2The message____________________________________________________________________14
5.5.3Creative tactics__________________________________________________________________14
6 Conclusion________________________________________________________________________15
7 Refrences_________________________________________________________________________16

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1.Introduction:
Talabat.com is an online platform of Kuwaiti origin that was established in 2004 by Abdul-Aziz al
Loughani and Khalid al Otaibi, with the objective of transforming the food ordering process and making
it easier, where it only requires a few taps on a website on the internet to have it delivered to your door
step, in 2010 the company got rebranded under the new management and ownership of Mohammad
Jaffar and expanded to Ksa Uae Oman Bahrain and Qatar, in 2015 the company was acquired by the
global brand delivery hero and they also bought ifood.jo and food on click, the company then expanded
to Jordan.

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2.Situational analysis:
2.1Internal Factors:
2.1.1 Advertising capabilities:
Since the company fell under the ownership of DeliveryHero the companies situation improved, as they
can tap into the wide range of offerings and capabilities that DeliveryHero can deliver to them, from
higher financial support to the various services and experienced experts that they can utilize, which
enables them to undergo any type of campaign without worrying about costs.
2.1.2Prior advertising strategies:
The companies media channel included a wide range of platforms where they started through SMS
services and outdoor marketing, Under the management of Mohammad Jaffar the company’s marketing
strategies improved drastically as they rebranded the whole company and used Tv ads on various
channels like Social Media and TV networks without differentiation and also partnered with viva telecom
and provided there customers with 30% discount and no charges to open there website, under the
management of delivery hero the company underwent a rebrand and the whole marketing
methodology shifted; as they started to include segmentation target marketing and differentiation in
their ads depending on various factors like channels, they also expanded to Jordan by buying Ifood.jo
and started marketing the services of ifood.jo through social media channels until 2017 where they
expanded to the Jordanian market under the talabat brand.
Currently they use social media as their media channel in Jordan, but they use differentiation depending
on the type of the social media channel; where ads on YouTube for instance are different from ads that
are on Facebook or snapchat.
We noticed with that ads on social media will appear more for clients and will be less consistent for non-
clients, we are not sure if this is a strategy that they use to concentrate on their existing clients or a
problem that they are not aware of.
talabat uses in house marketing in Jordan where they have a marketing department responsible for all
of there marketing activities inside the Jordanian market, in my opinion in house marketing has
advantages and disadvantages based on their situation;
as it is advantageous for these reasons:
talabat relies on social media to deliver their ads campaign where it is feasible to create social media
add campaigns in house for a lot less than outsourcing it.
Using social media adds is a huge resource for data gathered from it; where this data can be more
secure if your using in house marketing and analyzing this data will help you be aware of new trends and
customer behavior which will further develop the advertising campaign without extra cost.
But there are some disadvantages to in house marketing:
Lack of creativity and new ideas for creative add campaigns; where they might use previous adds
created for different regions or the theme of their adds comes as a recurring theme.

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2.1.3Brand Image:
When it comes to brand image most of the Jordanian clients perceive talabat as a high-quality
affordable source for fast food delivery, they expect the food to arrive hot, on time in a fast manner.
They also expect a high level of customer and after service because they perceive as foreign brand.
The ads affected the brands image as most of talabat’s recurring ads spread ideas of the brands
enormity and the huge number of different restaurants and cuisines they offer.
2.1.4 strengths and weakness of talabat’s service:
Some of the service strengths include the following:
Firstly, they are Open 24 hours.
secondly, they have a seamless website experience.
Some of the service Weakness of talabat’s include:
A lot of restaurants don’t offer the credit payment method.
The companies branch in Jordan is currently in the growth stage of the companies life cycle as it still can
capture a lot of the market share in the country and the market is still growing everyday where the food
section is experiencing a large growth faze when it comes to restaurant cafes and desert stores that all
can be incorporated into there offerings and attract new customers to their existing portfolio so
focusing on differentiated marketing strategies and campaign is a must.

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2.2Industry analysis:
2.2.1 Size and growth:
The number of people using internet in Jordan reached 31% of the population estimated at (3.41Million)
users and it is rapidly growing; as the youth dominate a large number of the society where it is
estimated around 40%, the number of people that buy products and use online services online is in
consistent growth in 2016 it reached (1.8 Million) out of (11 Million) users, where the number of users
that uses on demand services is also increasing as the pie chart below indicates; only 38% are using
them and only 8% uses them regularly, because of the high percentage of growth in the number of
restaurants and the number of people using OnDemand services like talabat this can give us an
indication on how talabat can benefit in the market from this; by turning the new internet users and the
percentage of people that don’t use online demand service to buyers.
2.2.2 Trends:
A lot of people are attracted to the idea of using applications and online services like buying different
products or ordering food.
57%30%
8%
5%
Percentage of People Using On Demand
Services
non users with a smart phone use services rarley
use services consistently non users without a smart phone

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2.3 External Factors:
2.3.1 PESTEL:
2.3.1.1Political, Legal:
The country of Jordan is perceived as a stable country politically in the middle in comparison with its
neighbors, this influenced various companies to invest in the Jordanian market and make its
headquarters for operations in the middle east but as the country underwent some financial hardships
the amounts of depts incurred from the world monetary fund started to affect the way the government
runs its financial resources, thus a new tax law has been implemented and one of its subsections affects
the various ecommerce companies where it increased the tax percentage to 32% and this caused a lot
ecommerce companies to relocate there middle east headquarter from Jordan to turkey.
2.3.1.2 Economic:
As we mentioned earlier, The Jordanian economy is suffering from the various new tax laws implied by
the world monetary fund, this forced the government to project higher taxes on income which impacted
the monetary power of different people classes where most of the people are now thinking how to save
more money, thus they moved to food ordering services rather than social gathering and expensive
activities.
2.3.1.3 Social:
Because the hard-economic conditions that is affecting social life in jordan and the new founded
acceptance of western culture this introduced various changes to the way people live in jordan:
Where a lot of women are joining the workforce in Jordanian market and this means that they can’t
cook and prepare food thus the families know move towards ordering food from restaurants which can
benefit talabat
As we mentioned previously the youth segment is a dominant segment of the Jordanian society that are
familiar with new technologies and buying online.
2.3.1.4 Technological:
15% of the Jordanian economy is dependent on Information technology companies and the size of
ecommerce sector is growing where it reached 289.20 million dollars in 2016 and this number is still
growing, this is an indicator that the technological infrastructure is in a good state with various
improvements being introduced regularly.
2.3.1.5 Environmental:
In Jordan there is a good amount of laws that implicate people harm the environment but it’s not strict
enough to force the companies to serious action when it comes to their strategies.

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2.4 Competitor analysis:
What are our competitors doing?
Careem Box:
Careem has launched its delivery service “Careem Box” in Jordan yesterday, offering personal stuff
delivery as well as food delivery from any restaurant in Amman.
The service is now available inside Careem app, instead of a regular car or a taxi, now you can choose
“Careem Box”. Working hours from 9:00 am until 1:00 am all week.
A single delivery order costs a minimum of JOD 2.5 per first 10 kilometers from the pickup point to the
final delivery destination, and JOD 0.25 per each additional kilometer.
Captains can pay for your food or purchases with up to JOD 50 per order.
What opportunities exist for us?
We can offer lower delivery charges:
Talabat runs its delivery fleet inhouse which allows them to reduce the cost of delivery and this helps
them offer lower prices.
Increasing the number of better offers with different restaurants:
Because of the enormity of talabat we can benefit from economies of scale thus providing better
promotional offers to attract Careem box clients.
We are operating 24 hours.

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2.5 Customer Analysis:
Talabat targets a mass market aiming at connecting as many clients with restaurants and increasing the
amount of orders fulfilled through the app
General Customer Definition:
Hungry people that want to order food or deserts to be delivered to them in a fast manner.
Demographic
Geographic:
Amman
Aqaba
Irbid
Madaba
Salt
Zarqa
35%
65%
demographic
male female

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2.6SWOT Analysis:
•the new tax laws implied by
the goverment
•new competitors in the
market in ecomerce sector
•The consistent increase in
ondemand service users
•The large growth rate of
technological infrastructre
•Comunication problems
•Website and app dependant
•online ordering platform
•operating 24 hours
•Multiple payment methods
incorporated
•more than 100 resturants in
jordan
Strengths Weaknesses
threatsOportunites

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3.Objectives:
Increase brand awareness
Increase the number of app downloads
Reactivate the stagnant accounts by attracting the attention of previous clients
We will achieve this Through the usage of consumer behavior AIDA model
4.Budgeting:
4.1Advertising budgeting method:
We chose the historical method based on talabat’s recurring cost of advertising which is between 5000-
7000 dollars monthly.
The cost of our campaign will come up to 9000-10000 dollars where our campaign is ran in the month of
Ramadan and will use other media channels in addition to social media like outdoor billboards; and the
cost of the billboard services in month of Ramadan in Jordan is higher than the rest of the year.
The budget will be allocated to three sections where each section will consist of 10 days and it will be
allocated respectively in the following manner: 4000 first 10 days, 2000-2500 in the next 10 days, 3000-
3500 in the last ten days.

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5.Strategy:
5.1 Add Placement:
Our add placement will be divided into three categories
1.Billboards: we will create an augmented reality billboards campaign that will be located in parks
shopping malls and customer attractions.
2.scoial media ads: we will create a social media ad campaign that will appear on three social media
platforms consisting of Facebook, YouTube and Instagram.
3.Display ads: we will create a Display ads campaign through google ads based on the topics that
attracts the customers attention.
5.2 Frequency of ads displayed:
1.Billboards: We will keep the billboards throughout the month of Ramadan.
2.Social media: our ads will be targeted and concentrated three hours before eftar time and 2 hours
before shour time.
3.display ads: our ads will be targeted and concentrated three hours before eftar time and 2 hours
before shour time.
5.3 Tracking of results:
1.billboards: as we are running augmented reality billboards, we can measure how many people reacted
by scanning the billboard which will give us an accurate number of how many people got influenced by
it.
2.social media: through the usage of social media tools we can measure the number of people that got
affected and influenced by the Ad campaign.
3.display ads: through the usage of google analytics can measure the number of people that got affected
and influenced by the Ad campaign.
5.4Reach strategy:
1.billboards: we are trying to reach and influence around 30000 people from 600 billboards distributed
around Amman throughout the holy month of Ramadan.
2.social media: we are trying to reach and influence 500,000 people throughout the month of the holy
Ramadan
3.display ads: we are trying to reach and influence 100,000 people throughout the month of the holy
Ramadan
5.5 Creative Strategy:
5.5.1The name of the campaign:
New ways, old values

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5.5.2The message:
In this campaign we are trying to motivate people to readapt some of the forgotten values that was
dispersed throughout the holy month of Ramadan, we will focus on three values that the people have
stopped or are using them less than they used to.
The first value is the value of caring and thinking of others; where people used to think about other
people wellbeing and would offer them a place at their table even if they are total strangers where a lot
of people didn’t have money or the power to cook food in the old days. And we will try to influence this
through our augmented reality billboards.
The second value that we will try to motivate people to adapt is the value of sharing their food with
people they know or their neighbors, where people in the old days used to share a plate full of food
from what they are eating with other people they know inside their building or neighborhood so the
plate keeps circulating between different people, and this will be achieved by our social media and
display ads campaign.
The third value that we will try to motivate to get together in family, friends feasts and gatherings by
ordering from talabat where they will get discounts when they link their accounts through our app and
order together throughout the holy month of Ramadan.
5.5.3Creative tactics:
1.Our augmented reality billboard will provide two offers to the people that scan the billboards through
our application, the first offer is free meal offer that you get if you find a random stranger and convince
to install our app and create an account and scan the same code in order for both of you to get the
option to eat together in location of your choosing where we will deliver the food to you.
The second offer will include a 30% discount that he and an another stranger can get if they both
download the app create an account and scan the code in a 30 min period of time.
The probability of getting the second offer will be drastically higher than getting the first offer
throughout the day while the campaign is running where the number of free meals will be limited to a
specific number daily.
2.Our second value campaign will appear on social media and display ads where we will give the person
that comes through them a 30% discount and the ability to get a plate full of food from the same
restaurant that he ordered where he will send this plate to any neighbor or person of his choosing so
that he can share what he eats with them, the plate will also have a QR code and talabat’s branding in it
where if the person that got the food scans the code will be given the same discount with the ability of
getting the same plate from a restaurant that he chooses so that we can keep the cycle going.
3. our third value campaign will provide the two friends or families that scan the QR code from the one
of their devices a 20% discount on family meals in various restaurant, where the food will be delivered
to one location.

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6 Conclusion:
we have a great opportunity to increase the number of sales in the holy month of Ramadan and
positively influence the brand image in customer minds and increase awareness about the brand
through our ad campaign (old values new ways) where we will focus on motivating people to adapt
these old values through our services.

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References
Talabat
https://blog.talabat.com/our-story/
Payfort
https://stateofpayments.payfort.com/en/reports/TtDDsnykt
Arabnet
https://www.arabianbusiness.com/travel-hospitality/389987-gcc-fb-sector-to-be-worth-196bn-
by-2021
Smeadvisor
https://smeadvisor.com/featured/talabat-com/
Zawya
https://www.zawya.com/mena/en/companies/story/Talabat_marks_15_years_of_transforming_MENAs
_food_delivery_landscape-ZAWYA20190421122202/
Thebusinessyear
https://www.thebusinessyear.com/kuwait-2016/quick-easy-solutions/communique
Wamda
https://www.wamda.com/2015/02/war-story-behind-rocket-internet-acquisition-kuwait-talabat
Crunchbase
https://www.crunchbase.com/organization/talabat-general-trading-and-contracting-company#section-
locked-charts
Similarweb
https://www.similarweb.com/website/talabat.com
Medium
https://medium.com/delivery-hero-brand/turning-talabat-into-the-middle-easts-home-of-takeaway-
7871da62eaf3?fbclid=IwAR0WOtn0C2AYkeiElPaGWt1Gv6btN9ERnSCdnIJ_6V5Hqpw8lORCelw8KeQ
Adigitalboom
https://adigitalboom.com/careem-launches-delivery-service-careem-box-
jordan/?fbclid=IwAR0zCWAt7e1DDahwR_XNF9e2PsG5Eq8s-FPcyda19ZyimklekDndGiwkjPw