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IMC Presentation - 20240220 - 222604 - 0000

The document provides a marketing plan summary for The Lazy Makoti, a South African cookbook author. The 3 sentence summary is: The marketing plan aims to expand the market and increase brand awareness, interest, and customer loyalty for The Lazy Makoti's cookbooks which feature traditional African and South African recipes. A SWOT analysis identifies strengths such as healthy recipes and social media presence, and weaknesses like a lack of options for specific diets. The marketing strategy will position the cookbooks as celebrating food that brings people together through educational social media and promoting the brand's role in cultural preservation and uniting families over meals.

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Shaakirah
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46 views13 pages

IMC Presentation - 20240220 - 222604 - 0000

The document provides a marketing plan summary for The Lazy Makoti, a South African cookbook author. The 3 sentence summary is: The marketing plan aims to expand the market and increase brand awareness, interest, and customer loyalty for The Lazy Makoti's cookbooks which feature traditional African and South African recipes. A SWOT analysis identifies strengths such as healthy recipes and social media presence, and weaknesses like a lack of options for specific diets. The marketing strategy will position the cookbooks as celebrating food that brings people together through educational social media and promoting the brand's role in cultural preservation and uniting families over meals.

Uploaded by

Shaakirah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The Lazy Makoti

Introduction
"At MRC Advertising agency we aim to
provide innovative and effective IMC
campaigns that will help our clients
grow and reach all their objectives ."

Who we are ?
What we do ?
How will we achieve objectives ?
IMC channels and tools we will
use.
Strengths Weaknesses

Traditional African and Lack of options for

S W
South African recipes. specific diets. eg
Healthy and easy to people who require
follow recipes. halal food.
Award winning and best competitors can do
selling cookbook author. cooking
High social media demonstrations using
presence her recipes without her
knowwing,

SWOT
Opportunities ANALYSIS Threats
Growing market Other aspiring or well-

O T
established chefs and cookbook
for traditional authors may also see the gap in
meals. preserving cultures and start
Educating doing the same, which would
individuals essentially take away the
uniqueness from The Lazy
using social media Makoti.
to the brands Since South Africa is a diverse
advatage country there are many other
dishes besides African dishes
that could be incorporated in a
culture preserving cookbook.
Marketing
Objectives
To expand The Lazy Makoti's market.

To increase brand awareness.

To increase interest towards the brand.

To create or promote product dsire.

To increase customer loyalty and

retention
Market segment
/ target

Market segment target options:

culinary students, Bride-to-be's and Mothers


Positioning
Stratergy
The positioning stratergy is based on

product use and application.

A cookbook can be used by all

Individuals that are interested in

learning how to cook African and South

African meals.
BIG IDEA
“A Celebration of Food That Brings People

Together”

Cooking plays and important and vital role in

every human being’s life, besides providing us

with the nourishment that we need it also plays

apart in celebrations and uniting friends and

families to share a delicious meal together.


Media Plan
Media schedule
Budget
Evaluation
Refrences
Verma, A., Mathur, S. and Goyal, K., 2017. Role of social media in Modern Marketing
Communication Strategy. ASM Business Review, 6(1)
TimesLIVE. 2022. A Michelin star, an Olympic medal and a bestseller: SA's young chefs
are hot stuff. [online] Available at: <https://www.timeslive.co.za/sunday-
times/lifestyle/food/2020-06-14-a-michelin-star-an-olympic-medal-and-a-
bestseller-sas-young-chefs-are-hot-stuff/> [Accessed 11 May 2022].
Fiedor, K., 2022. The Complete Guide to Marketing and Selling a Cookbook. [online]
Ingramspark.com. Available at: <https://www.ingramspark.com/blog/the-
complete-guide-to-marketing-and-selling-a-cookbook> [Accessed 11 May 2022]
Dianne Jacob, Will Write For Food. 2022. Who Buys Cookbooks and Why? - Dianne
Jacob, Will Write For Food. [online] Available at: <https://diannej.com/2014/who-
buys-cookbooks-and-why/> [Accessed 5 May 2022].
Brocato, D., 2010. Push and Pull Marketing Strategies. Wiley International
Encyclopaedia of Marketing, p.1.
Thank You

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