Expert Answer:case study

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Assignment Question(s):
(Marks- 05)
Critical Thinking
The market for young people’s food products has increased considerably in recent years.
As a result, children have become high-potential customers and are now the focus of intense
and specialized marketing and advertising efforts.
Children and adolescents have become attractive consumers and influencers: they have an
increasing influence on their family’s purchases. Children represent an important target
audience for marketers because they have their own purchasing power, influence their
parents’ purchasing decisions, and are the consumers of tomorrow. Advertisers have an
interest in seducing them from an early age. Thus, to be sure to attract young people,
companies opt for a combination of different approaches and channels such as television
advertising, contests and games, toys, the use of popular characters, the use of various
attractive colors, school marketing, Internet and branded products etc.
Food and beverages products that target children have increased and these products are
dominated by foods that are high in calories, sugars, salt, fat, low in nutrients and therefore
not compatible with national dietary recommendations.
Mr. Fahmy has already a business in the food sector and wants to open a new subsidiary
specializing in natural and organic products for children. The goal is to provide healthy,
nutritious food and use healthier ingredients.
1. Help Mr. Fahmy define his overall goals, objectives and strategies for his new business
in the context of his mission and purpose.
2. Briefly describe the choices that Mr. Fahmy can make for each of the 4 Ps of the
marketing mix.
3. Identify the target market and describe how Mr. Fahmy’s activities will respond better
than the competition to the needs of the consumer. (List consumer expectations for the
4. Describe the type of promotional methods that you recommend to Mr. Fahmy for the
promotion of his product line. (Identify techniques such as word of mouth, personal sales,
direct marketing, sales promotion, etc., on television, radio, social media, and newspapers).
5. Why is it important for a media planner to consider how different types of media could
work together on a media plan?

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