Solution

Marketing Mix (4Ps)

Product

Nutribite application would be used in ensuring that healthy foods are offered to the targeted customers. This would be easily accessed on mobile, online and other platforms. This would guarantee their increased market presence as part of their strategy. Pricing

Available locally in KSA, costs would be pegged with the service offered.

Place/distribution strategy

The mobile application would be readily accessed in KSA and also in GCC region over time/gradually.

 Promotion/integrated marketing communications strategy

The promotion strategy would be to enlist the services of a nutritionist or healthy staff. By using Arabic language amongst the targeted customer, this would lead to optimum effectiveness. For example, as part of the nutritionist explanation of the healthy foods, they would use photo displays of the products offered to ensure that the clients could see the foods being promoted. For the targeted audience, using the nutritionist/healthy staff would mean that  they are also educated on the other approaches of maintaining healthy lifestyles. This is by building the level of awareness of need for healthy living by the potential customers.

Further, for the goal, the targeted segment of the campaign would include the individuals interested with healthy eating and possibly suffering from lifestyle diseases and need to change their eating habits. The call of action would be to decrease the potential of lifestyle diseases with 40%. A call of action “reduce as much as possible lifestyle diseases”.

The IMC tools which would be adopted include adverts, marketing, public relations, sales campaigns to promote Nutribite brand. The marketing team in Nutribite would generate leads with target contents and later handing them, over to a sales team member. The application of social media platforms as a best strategy in marketing communication is based on embrace of modern marketing process. Also, the nutritionist would provide an explanation of how they are offering different products for free access by all potential customers. The sales for the nutribite would be informed by the ability to attract healthy eating habits.