An assignment

On
An application of faith-based marketing of “The halal and organic burger” in Bangladesh

Course title: Marketing Thoughts

Course code:MKT-523

Submitted to
Md.Ruhul Amin
Lecturer
Department of Marketing
Islamic University Kushtia.
Submitted by
Md. Talha
ID. 212512
Department of Marketing
Islamic University Kushtia
1. Introduction:

Green Restaurant Limited stands as a prominent figure in Bangladesh's culinary landscape,

renowned for its dedication to offering high-quality organic food options. With a steadfast
commitment to sustainability and health, the company has carved a niche for itself in the market
by prioritizing the use of organic ingredients sourced locally.

At the core of Green Restaurant Limited's ethos lies a profound dedication to providing
consumers with nutritious and environmentally friendly dining choices. Recognizing the growing
demand for organic food among health-conscious individuals, the company has consistently
strived to uphold the highest standards of quality and authenticity in its offerings.

In line with its commitment to catering to diverse dietary preferences and cultural requirements,
Green Restaurant Limited proudly introduces its latest innovation: The halal and organic burger.
This new addition not only exemplifies the company's unwavering dedication to providing
wholesome food options but also holds significant importance in meeting the dietary needs of the
Muslim community. By combining the principles of halal food preparation with the goodness of
organic ingredients, Green Restaurant Limited aims to offer a delicious and inclusive dining
experience for all its patrons.
Value Proposition of The halal and organic burger

Green Restaurant Limited's value proposition revolves around offering a unique and holistic
dining experience that caters to the needs and preferences of the discerning consumer,
particularly the Muslim community in Bangladesh. Our value proposition can be summarized as
follows:

1. Halal Integrity: We prioritize the adherence to halal principles in our food preparation,
ensuring that our offerings meet the religious dietary requirements of our Muslim
patrons. With the introduction of our halal and organic burger, we provide a guilt-free
dining option that aligns with Islamic dietary laws.

2. Organic Excellence: Our commitment to sourcing organic ingredients underscores our

dedication to promoting health and sustainability. By incorporating fresh and locally
sourced organic produce, we deliver a superior dining experience that prioritizes quality
and nutritional value.

3. Culinary Innovation: The introduction of our halal and organic burger represents our
continuous efforts to innovate and diversify our menu offerings. We strive to exceed
expectations by creating flavorful and wholesome dishes that resonate with our
customers' tastes and values.

4. Customer-Centric Approach: At Green Restaurant Limited, we place great emphasis

on customer satisfaction and engagement. Through attentive service, transparent
communication, and a welcoming atmosphere, we aim to foster lasting relationships with
our patrons, ensuring they feel valued and appreciated.

5. Environmental Responsibility: As stewards of the environment, we are committed to

minimizing our ecological footprint. Our use of organic ingredients and eco-friendly
 packaging reflects our dedication to sustainability, allowing our customers to dine with
peace of mind knowing they are supporting environmentally conscious practices.

In essence, Green Restaurant Limited's value proposition lies in our ability to offer delicious,
nutritious, and ethically sourced culinary creations that cater to the diverse needs and values of
our customers, while simultaneously promoting halal integrity, organic excellence, culinary
innovation, customer-centricity, and environmental responsibility.

7P of Marketing Mix:

a. Product: The new halal and organic burger offered by Green Restaurant Limited is a culinary
masterpiece crafted with meticulous attention to detail. It features:

 Halal beef sourced from trusted suppliers, ensuring compliance with Islamic dietary laws.

 Organic ingredients such as fresh lettuce, tomatoes, onions, and cheese, contributing to
the burger's nutritional value and distinct flavor.

 A whole wheat bun option for those seeking a healthier alternative.

 Nutritional benefits include high protein content, essential vitamins, and minerals,
making it a wholesome meal choice for health-conscious consumers.

b. Price: Green Restaurant Limited's pricing strategy for the halal and organic burger is
meticulously crafted, taking into account:

 Market research and competitor analysis to determine competitive yet profitable pricing.

 Perceived value associated with halal and organic products, justifying a premium price
point.

 Occasional promotions, discounts, or special pricing during events such as Ramadan or

Eid, to attract more customers while maintaining profitability.

c. Place: The distribution channels for the halal and organic burger include:

 Green Restaurant Limited outlets strategically located in areas with a significant Muslim
population.
  Potential collaborations with food delivery platforms to expand reach and convenience.

 Online ordering platforms for customers to place orders from the comfort of their homes
or offices.

d. Promotion: Marketing communication strategies for promoting the halal and organic burger
involve:

 Advertisements across various media channels emphasizing the halal and organic aspects
of the product.

 Engaging social media campaigns highlighting the burger's nutritional benefits and
unique features.

 Collaborations with influencers or food bloggers to generate buzz and reach a wider
audience.

e. People: Green Restaurant Limited invests in its staff by providing:

 Comprehensive training on halal and organic practices to ensure adherence to quality

standards.

 Education regarding the nutritional benefits and unique selling points of the halal and
organic burger, enabling staff to effectively communicate with customers.

 Emphasis on a customer-centric approach, fostering positive interactions and enhancing

the overall dining experience.

f. Process: Efficient processes are implemented for the preparation and delivery of the halal and
organic burger, including:

 Streamlined cooking procedures to ensure consistency and quality in every burger.

 Efficient order-taking and delivery mechanisms to minimize wait times and enhance
customer satisfaction.

 Transparency in the sourcing and preparation process, reassuring customers of the

product's authenticity and quality.
g. Physical Evidence: The physical presentation of the halal and organic burger and its
packaging play a crucial role in customer perception, including:

 Visually appealing presentation of the burger in outlets, highlighting its freshness and
quality.

 Packaging that clearly communicates the halal and organic nature of the product,
instilling trust and confidence in customers.

 Creating a welcoming and environmentally friendly dining atmosphere, aligning with the
company's commitment to sustainability.
Conclusion:

In summary, Green Restaurant Limited's introduction of the new halal and organic burger
encompasses a comprehensive marketing mix strategy, encapsulated by the 7Ps framework:

 Product: The burger features halal beef and organic ingredients, delivering nutritional
benefits and unique flavor.

 Price: Pricing reflects market research and perceived value, with occasional promotions
during significant events.

 Place: Distribution channels are strategically chosen to reach areas with a significant
Muslim population, including online ordering platforms.

 Promotion: Marketing efforts highlight the halal and organic aspects, leveraging
advertisements, social media campaigns, and collaborations.

 People: Staff are trained to convey information about the burger and provide a customer-
centric experience.

 Process: Streamlined processes ensure efficiency in preparation and delivery, with

transparency in sourcing and preparation.

 Physical Evidence: Presentation and packaging emphasize freshness, halal, and organic
nature, enhancing brand perception.

Through the strategic implementation of these elements, Green Restaurant Limited aligns with
its goal of catering to the Muslim community while promoting organic, halal offerings. This
innovative product not only meets the dietary preferences of a specific demographic but also
resonates with consumers seeking healthier and ethically sourced options.

The introduction of the halal and organic burger has the potential to significantly impact Green
Restaurant Limited's brand image and market share by positioning the company as a leader in
providing inclusive, sustainable, and high-quality dining choices. This report provides a
comprehensive framework for understanding the marketing strategies driving Green Restaurant
Limited's success in introducing this innovative product to the market.