Marketing plan
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Purpose

The purpose of the marketing section of the plan is to convince readers
that there is an eager market for your product/ service

For our purposes, marketing is defined as the sum total of all the things
that you have to do to get the prospect to use your products and services

The marketing plan has got four main sections i.e market description,
customer profile, competition and the market planning
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
MARKET DESCRIPTION- COMPONENT 1

describes your market in terms of size, value, history, recent growth
trends and anticipated future growth.

If there are any major barriers or obstacles that will affect your entry in
to the industry, they too should be discussed.

Use the Industry analysis tool
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Identify your target market

Describe the demand for your product (the size of the
market/industry)? Demand Forecast i.e Estimate this in
gross sales ($)and/or in units of product/service sold.)

What are the past trends and future predictions in the
market/industry?

Who are your competitors or alternate providers?
Substitute products

How are they better, worse or different? What is your
market/industry share (if you have any)?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
COMPONENT 2 - CUSTOMER PROFILE or
CONSUMER ANALYSIS

Describe the type of customers you want to reach

the characteristics, attributes, behaviors, and traits of
your customers

What are their basic needs? What stimulates their
decision (cost , quality, environment , staff etc)

three segmentation variables may be used to define or
predict who the customers will be, namely;
Demographics, Geographic, and Psychographics.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
CUSTOMER PROFILE - Geographic Segmentation Variables

is used to identify specific regions, city sizes, and
densities.

What regions will your customer live in? What is the City
Size of these regions and how many people are in your
target market?

Will you focus your marketing efforts only in urban
areas, suburban areas or rural areas?

Which Variables apply to your particular
product(s)/business?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
CUSTOMER PROFILE- Demographic Segmentation Variables

divides the market into groups based upon variables such as age, sex, family
size, income, education and so on. Below depicts examples of Demographic
Segmentation Variables. Which Variables apply to your particular
product(s)/business/customers?

Age: - Under 5, 5-10, 11-15, 16-19, 20-35, 36-49, 50-64, 65+. What groups are
most likely to buy your product? Does age matter?

Sex: - Female, Male, Both Sexes. What sex will more readily purchase your
product? If sex a major issue?

Family Size: - 1-2, 3-4, 5-6, 7+. Is family size a major issue in the purchase of
your product? If so, what is the ideal family size?

Family Structure: - Young & single with no kids, young & married with no kids;
young & married with youngest child under 5; young & married with youngest
child 5 or over; older & married with children; older & married with no children;
divorced, single; etc... Does the family structure have an effect on whether your
product is purchased?

Income: - Under $10,000, 10,000-14 ,999, 15 000-24 999, 35 000-49 999, 50 000
and over. What Income level will most of your customers fall into? Is income a
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
major
issue?
2023)
Demographics (cont)

Occupation: - Professional managers and officials, business
owners; clerical workers, craftspeople, farmers, homemakers,
unemployed, retired, students. What occupation will most of
your customers hold? Is their occupation a major issue?

Education: - Pre-school, grade-school; high school not
completed; graduated high school; some university; graduated
university, masters degree, PHD. What education level will
most of your customers have? Is education an important factor?

Religion: - Catholic, Protestant, Jewish, other. Does the
religion of a customer determine whether or not they purchase
your product?

Race: - Oriental, black, white, other. Does the race of a
customer determine whether or not they purchase your
product?

Nationality: - American, Canadian, Germany, Italian,
European, British, Scandinavian, Latin American, Japanese,
Chinese. Does the nationality of a customer determine whether
or not they purchase your product?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
CUSTOMER PROFILE- Psychographic Segmentation Variables

customers are divided into groups based on their social class, life style and
personality. examples of Psychographic Segmentation Variables.

Social Class: - Lower lowers, upper lowers, lower middles, lower uppers,
upper uppers. Does the social class of a customer determine whether or
not they buy your product? If so, What social class will most likely
purchase your product?

Life style: - Active achiever, pleasure seeker, values, beliefs, etc. Does
the life style of a consumer determine whether or not they purchase your
product?

Personality: - Introvert, extrovert, highly determined, authoritarian,
sociable, motivated, etc... Does the personality of a consumer determine
whether or not they purchase your product?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
COMPONENT 3 – COMPETITOR ANALYSIS

identify and discuss each major player currently
operating within the industry.

What products do your competitors sell?

How do competitor products compare to yours?

How are competitor products similar or dissimilar to
your products?

Do competitors identify specific markets or cater to the
mass market?

Why do consumers purchase the products of
competitors?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Competition (cont.)

Do competitor products fully satisfy the needs, wants, interests, and
desires or their customers?

What product improvements can be made to competitor products?



What features do competitor products have? How do they differ from your
product features?
What are the strengths and weaknesses of each competitor?
How do consumers perceive competitor products?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
COMPETITOR ANALYSIS (cont)

What is each competitor's pricing strategy?

Are your prices higher, lower, or the same as competitors and why?

What discounts do competitors provide their customers? Do your competitors
offer credit terms? Do competitors achieve a higher gross profit than you?

Where is each competitor located? Is location considered a competitive
strength? Will your facility or your competitor's facility accommodate future
expansion?

Do your competitors use advertising, sales promotions, personal selling,
publicity or a combination thereof to promote their products? How much do
competitors spend on advertising?

What is each competitor's promotional strategy? Where do your competitors
promote? How effective is each competitor's promotional campaign?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Competition (cont)

Do your competitor's offer commissions to their sales force, if so how
much? How strong or effective is each competitor's sales force?

How strong is each competitor's management team?

Do competitor's offer a training program to their employees? What
experience does each competitor's management team have?

What market share do each competitor have? How financially stable is
each competitor?

How does your proposed business compare to the above questions?

These are some of the questions that should be addressed in the
competition section of your business plan.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
SWOT ANALYSIS

Once all the analyses ( industry analysis, consumer analysis,
competitor analysis etc) have been done then the company is
ready to analyse itself i.e SWOT Analysis.

The SWOT Analysis helps the company to vet itself in terms of
what it can do (Strengths), where it has limited capacity (
weaknesses), and also what is out there that the company can
take advantage of (opportunities) and also what developments
out there have potential to disrupt the company ( Threats).

Finally when last analysis has been done (SWOT) the comapany
can then come up with its Marketing Strategy Plan
-
Starts with definition of Objectives
-
- marketing strategies ( marketing mix elements)
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
COMPONENT 4 - THE MARKETING STRATEGY
PLAN

The Marketing strategy consists of two main areas;
namely, the objectives and the strategies (Marketing
mix elements) i.e the product, Pricing Strategy, the
Distribution Strategy, and Advertising & Promotions

Also include the other three Ps (People, Processes and
Physical evidence)
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Marketing objectives

should be based on understanding your strengths and
weaknesses and the business environment you operate
in.

do not just involve trying to make more sales objectives can be about creating awareness, developing
interest, motivating people to try your business or
getting clients to return to you. Remember to make
your objectives specific, measurable, attainable,
realistic and tangible. (SMART)

Make them high-level targets as they can be broken into
action tasks in the Action Plan sections of the plan.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Product/ service strategy

Describe how the design of your product/service fulfils
unmet marketplace needs,

Differentiate your product/service from the competition

Explain why and how customers will switch to your
product or service

Describe how you will defend your product or service
from competition
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Here you should describe your long-term product
strategy in detail. If you are providing a service then
you should consider your service(s) as your product(s).

You will need to consider:

what features and benefits do you offer?

unique selling point (what makes your product/service
different from everyone elses)?

potential spin-off products or services?

innovative food products, flexible packaging solutions
that meet customer needs, and busy lifestyles.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Pricing Strategy

What price will you charge for the products you plan to
sell?

How did you arrive at these prices?

What Pricing Method did you use?

What margin will you make of an average sale? Do you plan
to hold clearance sales, if so, when and how often?

Are your prices higher or lower than competitor prices and
why?

Do you plan to offer credit terms to your customers?

Will customers receive discounts for frequent purchases?

Position your strategy relative to current and potential
competition
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Distribution Strategy

Distribution refers to the methods used to sell products and
the channels in which products pass before reaching the
end-consumer. What channels will your product/service
pass through in order to reach your end consumers
(customers)?

Will you sell directly to customers or will you sell to a
middleman? Why have you chosen such channels? Describe
how you will gain access to your planned distribution
channels

Have you already established a relationship or contact
with these channels?

Will these channels of distribution remain the same
throughout your forecasted period? What changes in
distribution, if any, do you anticipate in the future?

What channels do competitor products pass through?

Can you realistically achieve higher profits by reducing
the number of channels?

In zimbabwe retail marketing eg supermarkets, tuckshops
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Advertising & Promotions

Which form(s) of promotions will you use; advertising, sales promotion,
publicity, personal selling, or a combination thereof.

Will you advertise in newspapers, on tv, on the radio, or perhaps you plan to
advertise on the Internet? Explain why this strategy is the most effective one
in reaching your target market

How often, and how much will each promotion/advertisement cost? What
will your advertisements say?

How much is your promotional budget for each forecasted year?

Will you use the same promotional methods as your competitors?

How many unit sales and dollar sales will your promotions generate?
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
EXAMPLE : MARKETING PLAN
FOR FATIMA BITES
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
INDUSTRY ANALYSIS

These days, consumers prefer their food to be easy to carry and quickly
accessible, making snack food the best option. Witnessing the sudden
upsurge, manufacturers eventually launched products enriched with
protein, vitamins, and nutrients, giving consumers on-the-go nutrition while
snacking. Functional snacking is gaining more importance these days as
people are replacing their meals with snacks and need proper nutrition
through snacking. Snacks are evolving to cater to changing demand as
empowered consumers increasingly seek tasty, nutritional, and sustainable
foods to fuel their on-the-go lifestyles. snack manufacturers are focusing on
product innovations such as healthier and organic products. The demand for
innovative snack products is consistently high in developed countries and in
urban areas because snacks are a quick and convenient source of nutrition
and energy. Globally, the number of independent working women, doubleincome families, and nuclear families is increasing. This demographic
change increases the demand for convenience food by many folds. Snack
food is considered the closest alternative to regular food, which can be
consumed.

These developments are what led team Fatima to develop and market
their Fatima bites snack bar, (a mopane/ madora/ english name based
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
snack
2023)
INDUSTRY ANALYSIS

According to the Glanbia Nutritional Survey of Healthy Snacking
trends 2022, the five latest trends for healthy snacking include less
sugar, high protein, clean snacking, new formats, and functional
nutrition. Snack Food Market Analysis - Industry Report - Trends, Size
& Share (mordorintelligence.com)16/03/23

Customers' increasing awareness of health and wellbeing has
compelled manufacturers and producers to respond by offering a
variety of low-fat, low-calorie, and gluten-free items.

snack manufacturers are focusing on product innovations such as
healthier and organic products.

The global snacks market size was valued at USD 1,450.4 billion in
2021 and is expected to expand at a compound annual growth rate
(CAGR) of 2.7% from 2022 to 2030.

Consumers, particularly Millennials and Generation Z, prefer readyto-eat products. Partnerships between online food delivery firms and
manufacturers of ready-to-eat foods are also assisting the snack food
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
sector to thrive..
2023)
Industry analysis

According to the Glanbia Nutritional Survey of Healthy Snacking
trends 2022, the five latest trends for healthy snacking include
less sugar, high protein, clean snacking, new formats, and
functional nutrition. Snack Food Market Analysis - Industry Report
- Trends, Size & Share (mordorintelligence.com)16/03/23

Savoury snacks are food items that are salty and/or spicy but not
sweet per se.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Market description

Use STP (Segmenting, Targeting, and Positioning)

In a Demographic segmentation, Fatima Bites focuses on age
between 18-65+ years old, gender male and female, the monthly
income of $xxxx this means target working class and in Zimbabwe
this includes the MSM Entrepreneurs.

People also snack out of stress from their work and personal live

Because of stress eating, the appetite for meals is lost, and
snacks seem to replace meals over the long-term period.

, and middle up social class. Fatima Bites also targets consumer
who have a healthy lifestyle.

Fatima Bites positions itself as a healthy product of snacks.
Fatima Bites has a premium price that is quite competitive and
affordable, but cannot be said to be cheap price. Why? Because,
Fatima Bites uses quality ingredients that provide a much tastier
taste quality than competitors' healthy snacks.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Consumer analysis

Can utilise a qualitative analysis through a Focus Group
Discussion, while the second method will utilize a quantitative
analysis through Questionnaire.

Consumer analysis aspects

1. Customer Behaviour- middle-class population view snacking
as a daily activity. the objective of snacking at home is to fill
the gap between large meals and also to accompany activities
at home such as watching TV or reading books/ magazine. Types
of snacks are very diverse from starting snacks that have a
sweet, salty, and spicy flavor. The most common snacks in
Zimbabwe are maputi and chips, and also biscuits
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Consumer analysis aspects
2 Channel of Purchase

two channels of purchase, first is offline channel such as
Hypermarket, Supermarket, Minimarket, Traditional
Market, and Outle, tuckshops, street vendors.

This indicates that consumer behavior in buying
products, especially snacks, is more likely through
offline stores, it is rare for people to choose to buy
online because one possible reason is the high level of
impulsive buying behavior of consumers.
3. Healthy Food
The educated middle class in Zimbabwe understand the
concept of “Healthy food”- many people have switched to
having a healthy lifestyle, one of them by consuming
healthy foods.-healthy food as foods that contain nutrients
that are beneficial to their bodies i.e nutritional value
(protein, vitamin) less sugar, calories (fat) etc
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Consumer Preferences

products with good taste, products that contain healthy
ingredients, and products at low prices.

* consider the taste, price, and healthy content of the
product.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Consumer analysis –
marketing mix preferences

A Marketer must have knowledge about what their consumer
wants and need to maximize product-market fit.

1 Product Preference

The first point is the taste of the product (snack) the author
generally divides into four preferences, such as sweet taste,
savory taste, fruit flavor and vegetable taste.

texture of products – customers prefer these healthy snacks to
have a soft texture, some prefer a fibrous texture

the types of products that are healthy snacks that have low
calories, high fiber and low fat are the top three according to
consumer preferences in having a healthy product.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Price preference

2. Price Perception

3. Place Preference-Convenience also drives the online
sales of ready-to-eat snacks, this calls for e-commerce
channels. Therefore for our bbbbbb snack bar we plan
to use kkkkk online platforms

4. Promotion Preference- discount, attractive display of
social media, buy one get one promo, and product
testimonials. Social media
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Competitor analysis 1

Competitor’s product, price, place, and promotion will be
analysis by using netnography. Based on the competitor’s
marketing mix, some conclusions have been drawn as follows:

Competitors have a very-well-known brand. Davipel might be
the strongest competitor because they already have products
that are quite well-known and spread in major cities of
Zimbabwe

Competitive selling price.The same company also offers the
lowest price for the product range. This is possible due the
massive production which suppresses the production cost.

Very broad distribution channel, which almost reach all regions
in Indonesia. Like Charhons which already have a fairly wide
distribution channel, which

has more offline and online resellers than others competitor.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Competitor analysis 2

Maximum promotion. In point of fact, the competitors
look slightly concerned about the development of
technology or Internet usage. It can be proved because
most of the competitors( Nestle, national foods etc)
using common methods such us endorsement,
interactive ads, social media, and discount promotion.

* this means there is gap with regards to online
deliveries
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Business Model Canvas
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
SWOT ANALYSIS FOR FATIMA BITES

1. Strength

• Fatima Bites positioned itself as healthy product of snacks–
STP Analysis

• The packaging of Fatima Bites products is unique – Marketing
Mix Analysis

• The price of product is affordable – Marketing Mix Analysis

• Fatima Bites has an offline store, website and six Indonesian
marketplaces – Marketing Mix Analysis

• Have a good strong relationship with supplier – BMC & Porter
Five Forces Analysis
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
SWOT -WEAKNESSES

2. Weakness

• Limit the scope of the target market because it focuses on target
consumers who have a

healthy lifestyle – STP Analysis

• Fatima Bites is a brand that is not yet well-known brand –
Marketing Mix Analysis

• Fatima Bites hasn't promoted through digital marketing such as
SEO, online advertising -

Marketing Mix Analysis

• Due to the manufacturing process of Fatima products, they need
a Standard Operating

Procedure (SOP) – BMC Analysis
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
3. Opportunity

• Healthy snack industries still rarely found especially in
Bandung area – Porter Five Forces Analysis

• Expanding and increasing the channel distribution like
other competitors such as Ladang

Lima and Unis Gluten Free where they have large wide
distribution channels –Competitors Analysis

• Variations in the types of healthy products favored by
the population in Bandung are quite diverse, so RnD is
needed to create more diverse products – consumer
Analysis
• As many as 66% of people agreed that this healthy
snacks product becomes a breakfast menu, this is
M.M. MASUNDATASARANAGO
2023 - Harare
Instituteopportunity
of Technology (HIT 2201
certainly
a Fatima
Bites
to sell daily
2023)
products – consumer Analysis

4. Threats

• Fatima Bites wrestle in platform activities are also
needed to be able to design Fatima

Bites’s website properly so that consumers can order
without a hitch – BMC Analysis
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Marketing strategies
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Marketing strategies

Product- Fatima Bites intends to use differentiation

Fatima bites is a savoury snack i.e not very sweet per se

It has x% sugar for every 100g (zero sugar), it is gluten
free, has vitamin and protein coming from its base
ingredient (Mopane worms). These healthy snacks are
low calory, low fat, high vitamin etc Fatima Bites are
The texture of products of these healthy snacks are soft
texture (Fibrous texture) and suit very well the
consumer preferences of a healthy product.

To get a high quality product Fatima Bitess will hire
nutritionists. Hiring Nutritionist will increase consumer
confidence in Fatima Bites products that their products
are in accordance with nutrients and ingredients that
are good for the health of the body.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Fatima Cookies will use two unique types of packaging
jar and plastic zip- lock packaging of yyy grams. The jar
and plastic zip- lock packaging offer the same taste,
and the same benefit of allowing the consumer to eat
and leave the snack and finish it up later.

100g was chosen Because these healthy snacks are
snack products, it is possible for consumers not to
consume in large amounts for everyday consume.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Price

Fatima cookies will use a competitor based –pricing
strategy. The pricing considered prices of competitors
for the same weight of snack and adopted the average
price. This price is adjusted to the product weight and
product packaging.

100g of zzzz from Davipel $1.20

100g of cccc from Charhons $2,00

100g of vvvv from National Foods $2,50

100g Fatima Bite $1,90, the cost of producing 100g
Fatima Fatima Bite is $0.70. therefore the average
price will at least cover the costs of production and at
the same time affordable to customers.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Place

Fatima Cookies and Fatima Bites have offices, stores and
“containers” to operate its business and also as a warehouse
as an inventory of finished products and raw materials.

The main premises are located on 1 Esap Way, Willovale
Industries , Harare. Customers can shop by visiting the
store. However The biggest preference for buying healthy
snacks is supermarkets. But this strategy may not work
because it difficult for new manufacturers to get accepted
in supermarkets. it would be better to target the
wholesalers, tuckshop and street vendor market to create
product acceptance and substantial demand before going
into the supermarkets.

Fatima Bites is also planning to focus on selling their
products online through official websites, social media, and
marketplaces such as Pamusika, www, hhhhh sites etc
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Another strategy that can be done to increase sales
from Fatima Bites is to conduct a consignment strategy.
This consignment strategy consists of three categories
including Cafe or restaurant that provide a healthy
food. And also place for sports such as a fitness center
and sports class studio.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)
Promotion

Promotional preferences that are preferred by consumers are discount,
attractive display of social media, buy one get one promo, and product
testimonials. Social media is now an important part of promotion
because many people are active in social media so that they easily get
information through social media.

Promotions by Fatima Cookies include promotional sales that has 10%
discount for the first $10+ purchase through the official website of
Fatima Cookies. Besides that, Fatima Cookies often takes part in food
fairs or other exhibitions to market their products.

As a new product, Fatima Bites will perform several promotional
activities to introduce their products to the market. For its first launch,
Fatima Bites will perform a grand launch of their new product at the
Long Cheng Shopping mall in Belvedere. During this launch the company
plans to have activities such as prize quizzes, eating competition, etc
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

1 Product Giveaway through Photo Contest

Product Giveaway conducted as one of the strategies to attract
customers. Interesting photos posted by the participants will give added
value to the product’s response. Customers will feel curious and will
increase curiosity to try the product so that sales will increase.
2. Giving Testers

Giving testers is one form of promotion strategy to get new customers.
When they have already tasted the product directly from Fatima Bites,
they are becoming aware of the product offered by Fatima Bites.
3. Mall Event
Malls can expand business networks because in the shopping mall, the
company not only to meet with potential customers but also with other
business people. Fatima Bites also must choose shopping mall which in
accordance with market segmentation that have been targeted are those
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
who
care and have a healthy lifestyle l
2023)

4 Endorsement
The next promotion idea is product endorsement. There is a
substantial number of people in Zimbabwe who use internet.
Therefore, Fatima Bites can benefit from using social media as a
media campaign.
s endorsement can be either through celebrity Instagram or also
with a Vlogger (Video Blogger) as online influencer. Fatima Bites
choose celebrity endorsement in accordance with the Fatima Bites
customer and in accordance with the brand image of Fatima Bites
who want to show the healthy lifestyle.e.g Mr. xyz
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Digital Campaign

In making this digital campaign, it must be adjusted to
Fatima Bites' target market, which people who are
concerned about health. The theme of this digital
campaign content is "Snacking is healthy and healthy
by snacking". To create interesting content, it needs to
contain useful information and can add insight from the
audience.
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)

Many sellers are most identical to another so Fatima
Bites should find the strategy to enhance the value of
uniqueness that consumers could not find from other
competitors –

Porter Five Forces Analysis

• Competitive selling price with other competitors –
Competitors Analysis
M.M. MASUNDA- TASARANAGO 2023 - Harare Institute of Technology (HIT 2201
2023)