I'MNUTS

Marketing Plan

Our Objective Our objective is to study the market to release our

organic products that are homemade lebanese dishes
and food supplements that are made from organic and
fresh vegetables.

Authors of Document Mohammed Kbar

Iman Jizzineh
Nisreen
Jihan Abo-Chahine
Rosee

Contents
Business Summary...................................................................................................................................................3
Our Company.......................................................................................................................................................3
SWOT Analysis...................................................................................................................................................3
Strengths.........................................................................................................................................................3
Weaknesses.....................................................................................................................................................3
Opportunities.................................................................................................................................................4
Threats............................................................................................................................................................4
Target Market..........................................................................................................................................................5
Industries..............................................................................................................................................................5
Families............................................................................................................................................................5
Youth...............................................................................................................................................................5
Athletes............................................................................................................................................................5
The companies.................................................................................................................................................5
Buyer Personas....................................................................................................................................................6
Working mothers.............................................................................................................................................6
Universities' students.......................................................................................................................................6
Athletes............................................................................................................................................................6
The stakeholders of the companies..................................................................................................................6
Competitive Analysis...........................................................................................................................................7
Restaurants (Food industry stakeholders) In Lebanon....................................................................................7
Food catering service providers.......................................................................................................................7
Food supplements' suppliers............................................................................................................................8
Market Strategy.......................................................................................................................................................9
Product.................................................................................................................................................................9
Price.....................................................................................................................................................................9
Promotion............................................................................................................................................................9
Process...............................................................................................................................................................10
Physical Evidence..............................................................................................................................................10

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 Business Summary

Our Company
I'MNUTS is a new project in Lebanon, an organic and fresh food product that is about to be released in the
lebanese market]. The project mission is to provide for the target market the suitable healthy food they need for
their family, their kids, and their beloved ones.

SWOT Analysis
As I'MNUTS’s marketing team, we want to help the brand lean into what it does well, improve what it doesn’t,
capitalize on what it can do, and defend against what could challenge it. With that in mind, here is our SWOT
analysis for 2023.

Strengths Weaknesses

 Organic and fresh ingredients  New project

 Competitive prices  no previous experience In this
 Following the trend of fast market
lifestyle, so the need of food
supplement is increasing

Opportunities Threats

 The increasing need to such  The competitors have more

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 products experience
 The amount of students and youth  Competitive prices
living by themselves is increasing  not to get the trust of the target
 The awareness of the importance of market
healthy lifestyle is increasing
 Digital marketing and vloggers
 Families are spending more time
on social media shopping

4
 Target Market

Industries
In 2023, we’re targeting the following markets where we’ll sell our product and reach out to customers:

This includes all the lebanese families, especially those

who live in the cities, and those in which both parents (the
Families father and the mother) are working.

This includes the young generation in Lebanon, who are

having a toxic lifestyle, unhealthy diet, especially the youth
Youth living by themselves away from their homes to study at
universities.

Some athletes may be working for different shifts, or may

have long day of work. So, In order to maintain their mass
Athletes or gains, they need to have couple of meals or snacks
during the day that contain the needed amount of nutrients.

Some of the companies have a built-in kitchen for their

staff. Some of them will ask for suppliers for food.
The companies

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Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to represent our ideal customers:

We will be targeting working mothers. As a mother, of

course she will be looking for the best for her family, and
Working her kids. But she might be busy sometimes so she may not
have time to make breakfast, lunch, or dinner for her
mothers family. She will look for a healthy alternative.

Universities' students, especially the rural ones whom

moved from their villages to the cities to stay close to their
Universities' universities will prefer to have healthy homemade dishes
students rather than fast food.

Athletes who go to the gym, who have gains or mass to

maintain, who need a specific amount of nutrients and
Athletes protein during the day.

Those companies that are trying to provide some

quality for their staff. They need a supplier that can
The stakeholders of offer a good quality food with cheap and
the companies competitive prices.

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Competitive Analysis
Within our target market(s), we expect to compete with the following companies:

Restaurants (Food industry stakeholders) In Lebanon

The Lebanese dishes

Products we compete
with

The cost, the quality, the quantity, the hygiene factors, and the
Other ways we compete safety

Food catering service providers

The Lebanese dishes

Products we compete
with

The cost and how fast can we reach the target market
Other ways we compete

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Food supplements' suppliers

Food supplement industry including protein bars, protein

Products we compete powders, snacks
with

The cost and the quality. In addition to the trust of the market
Other ways we compete that all ingredients are safe.

8
 Market Strategy

Product
We, as the I'MNUTS crew are planning to release our food and nutrition product which are the lebanese
homemade dishes and some of the food supplements products for the athletes. We chose these products because
of the increasing need of the target market for these products.

Price
Concerning pricing, we are going to choose competitive prices taking into considerations the quality, the
quantity, and the hygiene and safety factors. For the lebanese dishes where they are priced starting from 4.5 and
5 $ per one meal (one dish), maybe more depending on the ingredients of each dish, on restaurants, we are
going to price them within the range of 1 to 3 or 3.5 $ per one meal (one dish). All of our ingredients will be
chosen carefully, fresh, healthy and organic.

Talking about the protein bars and other food supplements, the cheapest protein bars that people can find online
are sold for 25.69$ or 26.99 $ for the 12 units. Using simple calculations we can deduce that one unit is sold for
more than 2 $ where we can make these bars at home for less than 1$ per unit (the price can change depending
on the ingredients) following the same guidelines as those for the lebanese meals.

Promotion
We are going to promote our products through different channels, and using different methods. First of all, we
are going to announce the idea of the products on social media (Instagram, Facebook, Tiktok). We are going to
work on the brand awareness too through the social media, and we will work on the awareness concerning the
importance of our services nowadays. Second thing, we will make some postures to be distributed for the target
market, and we will send some surveilles to get feedback and information about the market's tastes and desires.
We will work on other web channels like google and Pinterest. In addition to the opening event where futuristic
customers will be invited to our kitchen, they will taste some samples, and they will make sure that everything
is controlled and following the mentioned restrictions.

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Process
The products are going to be shown online, and they will be delivered to the customers with the ability of online
payment through OMT, Wish Money, Purplme… In addition to the ability for take-away service, or the ability
of visiting us in our kitchen. We should not forget the option of "Get one on the store" in case the meal or the
product was not satisfying.

Physical Evidence
Our clients are welcome to visit our kitchen anytime during the working hours.

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