MBA Project Graduation. This file is a copyright for the author Mr. Osama Fawzy

1. MARKETING PLAN ietyrestaurant chain Our mothers cook healthy and diet meals

3. 2- Targeting

5. 2- Place

6. 3- Price

7. 4- PromotionSummary

8. Introduction Health awareness and diet consciousness is a raising issue between well educated Egyptian who imitate western vogue. Some people consider health and diet food a showoff lifestyle, some others passionate about this fashionable trend. The market tends to business oriented people.

9. Market Research Our research implemented primary data We carried out a survey of 1700+ persons in Cairo. We carried 6 focus groups ( a group of 6) A questionnaire was filled: compiled and analyzed.

10. Market Research Our findings are: The market lacks decent, cozy atmosphere for people on diet. Diet food doesn’t taste good. Portions are not satisfying. Some said they disliked being forbidden to eat certain foods. Diet food has no variety. Diets don’t often suit people’s lifestyle Others complained about Chemical diet and diet pills. Diet Market in Egypt Competitors Diet stores Diet centres Restaurants (side orders) Traditional druggists, spice dealers

11. Strength Market Pioneer Specialty diet and healthy meals Wide product line

12. Weakness New Market for this kind of Chain No awareness Cost of operation is very high

13. Opportunities Repetition of visits / purchase To extend our food chain in other locations.

14. Threats The new competitor delivering same service Diet food is a side product for some food chains.

15. Market Share

16. We will introduce a vibrant, cozy, chain of restaurants with the name of DIETY. The name entails what and who we are serving. We present a menu that includes 40 items from all over the world Japanese, Indian, Chinese, Lebanese, Mexican cuisines. In each restaurant a nutritionist, dietitian and physician are available to find out eating habits to have a nutrition map for clients and analyzed. iety restaurant chainOur mothers cook healthy and diet meals

17. iety restaurant chainOur mothers cook healthy and diet meals We Provide state of the art Composition analyzer. In seconds we are able to gather 8-10 pieces of data (fat % of the body, water % and relationship of both to muscle mass. Diety delivers three meals (breakfast, lunch, dinner) per day. Diety will build over the years a client data base with their preferences. We contribute some meals to poor kids.

18. Our Vision To be the pioneer leader of healthy and diet food chain in Egypt Our long term goal is to diversify with 5 more chains Our short term goal is to have a society and market awareness for health. To penetrate in other age segments from 15-30 yrs.

19. Mission 1. Customer Focus 2. Employees Satisfaction 3. Industry leadership4. Shareholders Value Maximization

20. Market Concept Market Need Need for food Wellness Nutrition

21. Market Concept Market Want Want for fitness Healthy lifestyle Good shape and complexion

22. Market Concept Market Demand My Business demands to have a good appearance and good looking

23. Segmentation / Customer profile Geographic Living in Mohandessien, Maadi, Nozha, Heliopolis and Zamalek Demographic Income not less than 100 K p/a Egyptians and Foreigners age range 30-50 yrs. Well educated high social ranking. physiological Athletic life style (who want to have good appearance) behavioral Attitude toward product

24. Targeting Single segment concentration We select one segment (30-50 yrs) and promise for one quality Product and service

25. Differentiation

26. Positioning To ladies / men who live an athletic life style and want to have a good looking, Deity restaurant the only diet and healthy restaurant provider will help you to reach your aim and keep your excellent weight in same time keep the good taste for you.

29. Product life cycle Maturity Growth Decline Introductory Sales & Profit TIME

30. Product Mix Product Width deity food European Egyptian Product Length Lebanese Japanese Breakfast lunchdinner Chinese Product Depth Mexican

31. BCG Matrix ? Question Mark Star high Dog Cash Cow low low high Market Growth Rate Relative Market share

32. Ansoff’s Grid

34. Price is the perception of VALUEQuality of healthy and diet meals. Professional service and staff Serving Fresh Ingredients. Theprice of each meal will be 55 LE N.B. Diet and Health meals maintains brain concentration.

35. Channel & Distribution Strategy. Producer Consumer Agent / Franchise Consumer Producer

36. Our locations Mohandessen Maady Nozha Zamalek Heliopolis

38. Summary We provide solutions that function at the root of every clients individual problem. Diety is a complete system not just a healthy meal. Our market is from 30 – 50 yrs of age. Our product has a wide range and depth. Our place is 0 level direct to consumer and franchisee. Our strategy in promotion is (pull strategy).

39. ietyrestaurant chain Our mothers cook healthy and diet meals We would like to invite you to our restaurant Thank You ….. Prepared & Presented by: Osama FawzyAhmed Abou El YazeedKhaled Amin Our compliments goes to Mr. Ramy Khodier