Course Name – International Marketing

TOPIC - INTERNATIONAL MARKETING PLAN OF WE-DESI SUPER MARKET

SUBMITTED BY :

Student’s Name SAP ID Roll No. Work Done

Saloni Tendulkar 45401180122 A052 TSP Plan

Kushagra Tomar 45401180117 A053 Porter’s 5 force model,

Brand Value Preposition,
Promotion Mix

Riya Verma 45401180110 A054 PESTEL Analysis,

Distribution Mix, Price Mix,
Mode of Entry.

Yasha Vora 45401180090 A055 Product Mix, Logo Designing,

Packaging and Labelling
Designing
About We-Desi Super Market:
A Desi food super market which is going to set up it’s operations in UAE, Our target market
will be customers who belong to the Indian subcontinent and have settled in the UAE. WeDesi
as a name tries to create a feeling of home away from home for our customers.
The location of our stores are as follows: Bahr Dubai, Al-Karama, Al Rayyan Mall and Khalidiyah
Mall.

PESTEL ANALYSIS OF THE UAE FOOD MARKET :

1. POLITICAL ENVIRONMENT :

 Each one of the 7 emirates of the UAE has individual governmental organizations.
Each organization has flexible policies to enable entrepreneurs start a retailbusiness
without any hassle or restriction.
 UAE’s National Media Council (NMC) has the authority to approve a license for
electronic media including e-commerce. The regulations provide legal protection for
online outlets including retail shopping.
 For more direct investment in Dubai’s ecommerce sector, Dubai Free Zones Council
(DFZC) adopts various entrepreneur-friendly measures and policies.
2. ECONOMIC ENVIRONMENT :

 The online spending on food and BEVERAGE per capita in the UAE is $44.50.

 UAE’s food and beverage market is worth more than $13.2 billion.

 According to KPMG, 60 percent of UAE consumers use a mobile application to order food.

3. SOCIAL ENVIRONMENT :

 The online spending on food and drinks per capita in the UAE is $44.50.

UAE’s food and beverage market is worth more than $13.2 billion.

 According to KPMG, 60 percent of UAE consumers use a mobile application to order food.

4. TECHNOLOGICAL ENVIRONMENT :
  Drone delivery has already started in Dubai and in the span of the next 2-3 years; it will

become common across the UAE market.

 UAE consumers order more food from mobile apps as compared to websites.

 Brands offering ready to eat meals are also becoming popular.

5. ECOLOGICAL ENVIRONMENT:

 Strict rules and regulations are being imposed by the Ministry of Climate Change and

Environment.

6. LEGAL ENVIRONMENT:

 Vendors selling food that contains pork, mustard or alcohol without permission may face a

fine of up to AED 500,000 and a prison term.

 False information or description of food leads to hefty fines.

 Federal Law No. 1 of 2006 on Electronic Commerce and Transactions and Federal Law No.5

of 2012 on Combating Cybercrimes are in action.

MODE OF ENTRY-
We-Desi is going to set up its operations in the UAE through direct investment. Before we make
the investment, we’ve made sure that we have the following components set right:
1. Knowledge of the region: After a certain researches interms of the demographics of the
population, the preferences, the areas with most demand, the viability and feasibility of
the business in the market, we’ve clearly framed our target markets, marketing plan,
business plan and principles of marketing and communication.
2. Finding a local partner: We have a business partner, who owns a major part of our shares
and is the local resident of the UAE.
3. As per the guidelines of the Ministry of Commerce, we have provided the documents that
provide ample proof of the financial viability of We-Desi supermarket chain stores.
4. We’ve registeredWe-Desi under the Department of Economic Development and procured
Grocery License and other certifications.
5. We follow a proper shareholding structure as stores like We-Desi are also under the
scrutiny in terms of jurisdictions.
Apart from these the government of UAE requires supermarket stores to abide by the
following rules:
  The policy of sale will be acknowledged to the customer through a suitable means of
declaration together with the commodities replacement, return or reparation.
 If the location of the store is supposed to change, a prior approval must be taken
 The DED must have complete knowledge of the existence of any bogus products or
supplies in the local market.
 It is the duty of the customer to acquire invoice of the goods purchased
 The machine for coin operation must be installed only after getting the permit
 Sale of products with fake trademark is prohibited by law
 Any amendment must not be carried out without the approval of the authority
 The commercial name must be same on the license and on the signboard
 To sell as well as promote the counterfeit goods is not allowed
 One must not display the advertising sign boards on the front wall of the store until and
unless the prescribed permit is not obtained
 Pots, vegetables, electric devices, fruits, clothing, and toys of kids must not be over
display
 Products must have date of production and expiry
 The groceries in the store must not have sales, discount, and special offers without proper
approval
 Prices must be clearly visible on all the goods
 No business activity will be entertained after 12 am until and unless the applicable permit
is obtained
 The trademark of the groceries must be registered with the Ministry of Economy for its
security
 Under the grocery license, one is not allowed to sell any products related to medical,
herbal, pharmaceutical, or cosmetic
 No store must involve themselves in any promotional campaigns until and unless the
parent company gets the permit

MARKETING MIX OF WE-DESI

PRODUCT MIX -
Brand Logo
  Our brand name We-Desi has been written in Red colour as Red is the color of
heightened emotion, strength, and power. It’s invigorating, intimidating, and it’s never
boring.
 With this color we as a desi brand are representing Strong emotions, strength and power
of our home countries.
 The grocery basket has been used to easily represent our brand as a super market chain
store so that people can recognize and recall the brand easily without any doubt,
 The colorful roof covering the name of our brand has been used to represent our brand as
a one stop destination for all the desi needs of our existing as well as prospective
consumers.

Brand Name

We-Desi Supermarkets

Our brand name of choice is a play on the hindi word 'Videshi' which means foreigner, most of
our target customers belong to the Indian subcontinent and have settled in the UAE. However by
replacing the 'Vi' with the English word 'we' it generates a sense of community in a foreign land,
as 'desi' is also now a part of the common english vocabulary and is used to refer to the people of
Indian, Pakistani or Bangladeshi descent living abroad. WeDesi as a name tries to create a
feeling of home away from home for our customers, which is also evident in our Tagline,
' the one stop destination for all your desi needs'.

Brand Colours

Red

This is appetizing.
Red is universally used in food marketing. it’s an eye-catching color—eyes literally look to red
first—and red stimulates emotional responses and memory triggers.

Yellow

It make our brand look optimistic & cheerful

Yellow is another common color in food marketing. As the “happiest” color, yellow indicates
cheerfulness and optimism and general good feelings. The brain releases serotonin, the happy
hormone, at the sight of yellow.

Given that eating is an emotional experience—satisfaction, happiness, therefore our brand

capitalize on yellow’s feel-good power and use it in branding.

Green

This will represent our brand as natural and healthy.

Subsequently, the color green is now almost synonymous with health and well-being in food
marketing, and labels commonly feature green hues alongside claims of wholesomeness or
natural ingredients.

Brand Value Preposition

 WeDesi aims to create value for its customers by being the 'Home away from Home' for
its target audience and as our Tagline suggests as well, we intend to be the one stop
destination for all the desi needs. We aim to achieve that by providing authentic Indian
cuisines ranging from Biryanis to Gulabjamuns which is made possible via our intricate
supply channels.

 WeCards:As our primary loyalty programme, WeCards are loyalty benefit cards which
will be issued to our regular customers. The card will carry perks for the cardholders
which will include exclusive offers, discounted prices and special on demand deliveries.
This programme will also enable us to learn more about our regular customers and
mantain a database of invaluable information.

 The ethnic appeal of our brand is another aspect of our value to the customer, and that
will be further enhanced by our promotional activities which will also involve the Desi
 communities. All this enables WeDesi to be a part of the furniture in the neighborhoods
with heavy concentration of our target audiences.

PACKAGING AND LABELLING -

Packaging preserves food quality as well as attracts customers. Most customers are likely to judge the
food quality from the package. Here are the factors considered in WeDesi's packaging decision:

 Protection: At WeDesi we have conducted a lot of research to get the best ideas for useful
packages that can protect the product from chemical reactions, light, and dust. Improper food
packaging affects the quality and taste of a product.
 Transportation: There are diverse types of packaging materials at our stores, from cans, bags,
and boxes to bottles. The products are packed in these containers so that they remain safe
during transportation.
 Influencing consumer purchasing habits: The colours and style of our food packaging play a vital
role in influencing the consumer’s buying decision. After all, the brain reacts to colours in
different ways, so we have chosen our packaging colours wisely. As white packaging conveys
simplicity and purity, and our colour theme complements that white with the red and black
stripes highlighting the range of products available at WeDesi while also increasing our visual
appeal. Our chosen font is Recoleta Bold , It is readable and clear in order to cater to our vast
target audience.
We intend to provide Paper and Cloth carry bags at checkout points for their environmental feasibility
and their reusability factor, which will increase the recall of our brand.

However for primary packaging of the WeDesi branded products, Plastic is ubiquitous. It is the lifeline of
food packaging. No packaging is as flexible, affordable and attractive as plastic. We have taken the
decision to choose the types of plastics to be used on the basis of their suitability to our needs and the
ease of recycling the particular packaging material. The two types of plastics to be used at WeDesi are:

 Polyethylene Terephthalate (PETE or PET) (Code: 1): Lightweight plastic and has great impact-
resistant properties. It is safe and easy to recycle. PETE is our chosen packaging option for
beverages, oil, water, salad dressing, and food retail products.

 High-Density Polyethylene (HDPE) (Code: 2): Low-risk plastic, suitable for recycling, making it
useful for the packaging of milk, water, cereal, and juice.

In order to cater to our target audiences, we intend to use the following types of labelling strategies:

 Brand Labelling: In order to gain the attention of the customers at our supermarkets, and
generate interest in the WeDesi products, Brand Labelling is a must as it will enable us to create
an impression on the visiting customers.

 Descriptive Labelling: For the ready to cook meals and other food items that are used as
ingredients, our labels will include interesting and innovative traditional recipes to create value
through our labels while also highlighting our sense of belongingness towards the Indian
subcontinent.
PRICE MIX:

We-Desi follows Economic pricing strategy focusing on lowering marketing and advertising
costs as much as possible for day to day products such as soaps, breads, biscuits, chips etc.
Also, we follow loyalty discount programs which are being carried out using the customer data
collected over the period of time that will help us to track their purchases and offer services
accordingly. We use the data to create pricing profiles, predict buying habits and otherwise
optimize pricing strategies. Finally, knowing what customers buy habitually allows us to offer
coupons and promotional discounts in a targeted manner, lowering the cost of promotions
while increasing their effectiveness.

DISTRIBUTION MIX:

Chain models becoming a popular business model across the world, with products of different variety and
batch sizes, distribution has become the key point of supermarket competition, how to choose the mode of
distribution, has very important significance for the enterprises.

The location of our stores are as follows: Bahr Dubai, Al-Karama, Al Rayyan Mall and Khalidiyah
Mall
The logistical network that WeDesi is going to follow is:

DISTRIBUTION REVERSE
CENTRES DELIVERIES STORES LOGISTICS

The distribution cost and delivery service are the two most important factors of choosing distribution
mode of chain enterprises. The factors that led to selection of this Distribution channel are:
1. COST:The general logistics cost includes the cost ofoperation, the cost of investment, investment
risk, portfoliobenefits and resource configuration of these four aspects. The main aim of choosing
a supermarket chain model is the maximise profit and minimise cost hence this network would
enable us to has more control over the operations and cost.
2. SERVISING FACTORS: With competition on the rise, We-Desi aims to make the cut by
focusing on three main aspects- availability, performance and reliability to maximise profit,
minimise cost and improve service quality.
3. EXTERNAL FACTORS: The following external factors that make this selection more lucrative
are:
(a) The growth prospects of regional economy
 (b) The supportive policies of the local government
(c) The development of the regional logistical network.
4. INTERNAL FACTORS:
The following internal factors help in making this selection:
(a) The products that are sold at We-Desi have certain logistical requirements such as the need
to be fresh and spoil free. The direct distribution of such products need strict requirements
on transportation time, hence compression of intermediaries is required to ensure the service
quality and promise are met.
Supermarket chain helps in maintaining the balance in the variability of demand across various areas.

PROMOTION MIX -

 Seasonal Campaigns

We intend to develop Marketing campaigns around the Indian, Pakistani and Bangladeshi
festivals and marquee events. This will differentiate us from the competition and attract
customers.
Unfortunately, people tend to see larger supermarket chains with often negative connotations.
These efforts can help us build camaraderie with our target audience.
Focusing on these national holidays can help us gain a positive reputation with our customer as
less of large corporations' standoff-ish personality.
For example, as an Indian supermarket chain, on Diwali we can have promotional offers on in
demand goods such as candles, sweets, chocolates, etc. to increase demand.

 Social Media Campaigns

In order to establish our online presence, WeDesi Supermarkets will also actively engage in
Social Media marketing. This will act as a medium to promote our offers while also acting as an
interactive platform with our customers.Boosting our Social media engagement and reach will be
the goal of these campaigns which will be achieved by using creative hashtags and the latest
social media developments such as the Reels feature on Instagram.

 Community Engagement Activities

We-Desi aims to create a sense of community with its customers. Initiatives such as conducting
Educational and Cooking classes and competitions in which potential consumers from the
vicinity will be encouraged to participate while also highlighting the quality of our own products
available at the stores. These initiatives will also be hosted in an online avatar, to boost it's reach
even further. Other activities would include social help and charity initiatives, by organizing
food drives or distributing essentials such as face masks and hand sanitizers especially in the
Covid effected climate.

PORTER’S FIVE FORCES ANALYSIS-

WeDesi responds to the five forces of external factors in the grocery and health food store industries.
Michael Porter’s Five Forces model identifies the most significant external factors or forces that
influence business development. In WeDesi’s case, this Five Forces analysis pinpoints the issues and
concerns that shape the company’s strategic direction. These external factors either support or limit the
growth of the firm.

1 Competitive Rivalry or Competition with WeDesi's Market (Strong Force)

WeDesi experiences the strong force of competitive rivalry. This element of the Five Forces analysis
model deals with the effects of firms on each other. In our case, the external factors that contribute to
this strong force of competition are as follows:

High number of firms (strong force)

High aggressiveness of firms (strong force)

Low switching costs (strong force)

WeDesi is in the grocery and health food store business, which is part of the retail industry. The retail
industry is saturated with many firms. Also, retail companies aggressively compete based on price,
service, quality and other variables.

1. Bargaining Power of WeDesi’s Customers/Buyers (Strong Force)

The bargaining power of consumers is strong in impacting WeDesi Supermarkets. This element of the
Five Forces analysis model refers to the effect of buyers on businesses. In our case, the external factors
that contribute to the strong bargaining power of customers are as follows:

Low switching costs (strong force)

High quality of information (strong force)

Small volume of individual purchases (weak force)

Most of WeDesi's customers are individuals whose purchases are small compared to the total revenues
of the firm. However, it is easy for customers to move to other retailers, corresponding to the low
switching costs.

2. Bargaining Power of WeDesi’s Suppliers (Moderate Force)

WeDesi supermarkets face the moderate impact of the bargaining power of suppliers. This element of
the Five Forces analysis model identifies the degree at which suppliers impose their demands on
business and the industry. In WeDesi’s case, the external factors that contribute to the moderate force
of supplier power are as follows:

Moderate level of supply (moderate force)

Large size of individual suppliers (moderate force)

High number of suppliers (weak force)

The exclusive supplier model implemented by WeDesi allows us to choose from a large array of Indian
food exporters who deliver food to the UAE. The company enjoys high bargaining power by virtue of
being a major and influential customer.

3. Threat of Substitutes or Substitution (Strong Force)

Substitutes present a strong force on WeDesi's operations. This element of the Five Forces analysis
model pertains to the impact of substitute products on business and the industry. The external factors
that contribute to the strong force of the threat of substitution are as follows:

High availability of substitute products (strong force)

Low switching costs (strong force)

Low cost of substitutes (strong force)

WeDesi supermarkets compete with many substitutes, which are products that are not classified as
authentic or high in quality. Most of these substitutes are cheaper. As a result, substitutes exert a strong
force on the firm. To address this part of the Five Forces analysis model, we focus on high quality. Also,
the company offers discounts and loyalty programmes to attract customers.

4. Threat of New Entrants or New Entry (Moderate Force)

WeDesi Supermarkets experience the moderate force of the threat of new entrants or new entry. This
element of the Five Forces analysis model deals with the effect of new firms in the industry. The external
factors that contribute to the strong force of the threat of new entrants are as follows:

Moderate ease of doing business (moderate force)

Low switching costs (strong force)

Moderate cost of doing business (moderate force)

WeDesi is in an industry where establishing a new business requires moderate spending, however the
licensing and permit regulations in the UAE limit the threat of international investors in the sector.

SEGMENTATION TARGETING POSITIONING PLAN-

Target Audience
A target audience is the intended audience or readership of a publication, advertisement, or other
message catered specifically to said intended audience. In marketing and advertising, it is a
particular group of consumers within the predetermined target market, identified as the targets or
recipients for a particular advertisement or message.
A target audience is formed from the same factors as a target market, but it is more specific, and
is susceptible to influence from other factors.
Defining a 'target market' is the first stage in the marketing strategy of a business, and is a
process of market segmentation. Market segmentation can be defined as the division of a market
into its select groups, based on a variety of factors such as needs, characteristics and behaviours,
so that the application of the marketing mix can be appropriate to the individual. Segmentation of
the market gives a business the ability to define its target market for its product or service, and
apply the marketing mix to achieve the desired results.

For We-Desi, the target audience would be Indians, Pakistanis and Bangladeshis as major
population in UAE in Burdubai is filled with these nationalities. Migrants usually crave for their
home country food therefore ‘WE DESI’ a supermarket brings them all their home country
products under one roof.

Segmentation -
Market segmentation is a process of dividing a heterogeneous market into relatively more
homogenous segments based on certain parameters like geographic, demographic,
psychographic, and behavioural. It is the activity of dividing a broad consumer or
business market, normally consisting of existing and potential customers, into sub-groups
of consumers (known as segments) based on some type of shared characteristics.
In dividing or segmenting markets, researchers typically look for common characteristics such as
shared needs, common interests, similar lifestyles, or even similar demographic profiles. The
overall aim of segmentation is to identify high yield segments – that is, those segments that are
likely to be the most profitable or that have growth potential – so that these can be selected for
special attention (i.e. become target markets). Many different ways to segment a market have
been identified. 

Market segmentation is divided into 4 parts,

 Demographic Segmentation
 Geographic Segmentation
 Psychographic Segmentation
 Behavioural segmentation

1. Demographic Segmentation
Segmentation according to demography is based on consumer- demographic variables
such as age, income, family size, socio-economic status, etc. Demographic segmentation
assumes that consumers with similar demographic profiles will exhibit similar purchasing
patterns, motivations, interests, and lifestyles and that these characteristics will translate
into similar product/brand preferences.In practice, demographic segmentation can
potentially employ any variable that is used by the nation's census collectors.
For We Desi, demographic segmentation would be based on according to the occupation,
that is student, working professionals, etc. it would also be based on Family life stage,
Income, Ethnicity that is Nationality. (Indian, Pakistani and Bangladeshi).

2. Geographic Segmentation
Geographic segmentation divides markets according to geographic criteria. In practice,
markets can be segmented as broadly as continents and as narrowly as neighbourhoods or
postal codes.
Geographic segmentation may be considered the first step in international marketing,
where marketers must decide whether to adapt their existing products and marketing
programs for the unique needs of distinct geographic markets. Tourism Marketing Boards
often segment international visitors based on their country of origin.
Geographic segmentation for We Desi would include,
 Country – United Arab Emirates (UAE)
 Region – Western Asia
 Places - Bahr Dubai, Al-Karama, Al Rayyan Mall and Khalidiyah Mall
3. Psychographic Segmentation
Psychographic segmentation, which is sometimes called psychometric
or lifestyle segmentation, is measured by studying the activities, interests, and opinions
(AIOs) of customers. It considers how people spend their leisure and which external
influences they are most responsive to and influenced by. Psychographics is a very
widely used basis for segmentation, because it enables marketers to identify tightly
defined market segments and better understand consumer motivations for product or
brand choice.
While many of these proprietary psychographic segmentation analyses are well-known,
the majority of studies based on psychographics are custom designed. That is, the
segments are developed for individual products at a specific time. One common thread
among psychographic segmentation studies is that they use quirky names to describe the
segments.
People living in UAE have a different lifestyle and living. Most of the people living in
Dubai are migrants from different countries and major population in areas likeBahr
Dubai, Al-Karama, Al Rayyan Mall and Khalidiyah Mall are of Indians, Pakistanis and
Bangladeshis. To provide them food according to their lifestyle We Desi, a supermarket
provides them all types of Indian, Pakistani and Bangladeshi cuisine food items which
belong to their home country so that they can continue to live in their lifestyle as they
used to live back in their home country.

4. Behavioural Segmentation
Behavioural segmentation divides consumers into groups according to their observed
behaviours. Many marketers believe that behavioural variables are superior to
demographics and geographics for building market segments and some analysts have
suggested that behavioural segmentation is killing off demographics.
Mostly people are opting for ready to eat meals in their daily life structure due to their
busy schedules. We Desi a supermarket store where in one can get all their needs
satisfied under one roof.
Behavioural segment Parameters
1. Occasion oriented: When a product is used or purchased for a particular occasion
only. The occasion can be repetitive or can be once in a lifetime occasion. This is also
known as occasion segmentation. At We Desi products would also be available according
to different occasions of Indians, Pakistanis and Bangladeshi.
2. Loyalty oriented: Markets are segmented based on the retention rates of the
consumers which is a fair indication of brand loyalty among them. A brand commanding
a high degree of loyalty has a very high retention rate and does not need to worry too
much about acquiring new customers. But a brand with low loyalty levels continually
needs to recruit new and new consumers to its basket.
 3. Benefits sought: This is also known as benefit segmentation. Consumer segmentation
is also done on the basis of the different benefits perceived by different consumers. There
are certain benefits that a person is seeking from a product. Many such products are
available which have different variety, price etc which fulfill the needs of a customer. But
a customer opts for only those which gives him or her the maximum benefit. 

Positioning
Positioning refers to the place that a brand occupies in the minds of the customers and
how it is distinguished from the products of the competitors and different from the
concept of brand awareness. In order to position products or brands, companies may
emphasize the distinguishing features of their brand (what it is, what it does and how,
etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or
luxurious, entry-level or high-end, etc.) through the marketing mix. 

Positioning Strategies :-
1. Competition Strategies
2. Product Benefit Strategies
3. Product Attribute Strategies
4. Pricing based Approach

1. Competition Strategies
It is a long term process wherein a company strives hard to gain a competitive advantage
over competitors in their industry. The research is conducted on the strengths and
weaknesses of self-brand as well as competitors. The strategy will incorporate actions
which will withstand the market’s competitive pressures, focuses on attracting customers
and assisting in cementing the company’s market position. We Desi would be conducting
a market research in areas Bahr Dubai, Al-Karama, Al Rayyan Mall and Khalidiyah Mall
to gain optimum profit in those areas. We Desi would be conducting market research
which would include strength and weakness of competitors like Noon , Lull etc

2. Product Benefit Strategies

The strategy company focuses on communicating and defining the product unique feature
and benefit,that the product offers to the targeted customers. In this strategy, the
companies emphasize on the different elements of product benefits. The strategy will
help to gain business goals which can be entering into a new market and expand the
business. Selling more to existing clients or winning business over other brands in the
market.
 We Desi includes products for customers from nationalities like Indian, Pakistani and
Bangladeshi. As they are Dubai migrants they would miss their home country food so to
make them feel homely we at we desi would be offering them products from their home
country at affordable prices.

3. Product Attribute Strategies

The positioning made based on specific product attribute to compel target audience it is
product attribute strategy. Product attributes can be accessibility, reliability, comfort,
design, affordability, reparability and many more.  Positioning defines howstrongly the
key message resonates and communicates with the customers and what compelling
posting it holds in the mind of the consumer.
We Desi would be targeting a specific audience for selling its products. The product
which would available in our supermarket would be tangible and of high quality as they
would be imported from high quality importers. There would be no comprise in the
quality of the products.

4. Pricing based Approach

It is majorly seen customer often perceives the relationship between price and quality. If
the rate is higher, the quality of the product will be more excellent. The Marketers use
this Price quality approach to position the products and can quickly gain higher margins
of profit.In this concept, the marketers play with human perception and the thinking of
associating quality with price.
We Desi would be offering products at affordable prices and would also be offering
discounts for it to revive customers for future transactions.