Marketing

Market Segmentation

Kumbaya, as a vegetarian – vegan restaurant, its directed to men and women that wants to take care of their health or take care of their environment by eating natural and high quality products.

To understand more the way of life of the people called vegans and vegetarians (which we have a special menu that adapts to their need and like) we must first understand themeaning of those two words.

Vegetarianism encompasses the practice of following plant-based diets (fruits, vegetables, etc.), with or without the inclusion of dairy products or eggs, and with the exclusion of meat (red meat, poultry, and seafood).

Veganism is the practice of eliminating the use of animal products. Ethical vegans reject the commodity status of animals and the use of animalproducts for any purpose, while dietary vegans or strict vegetarians eliminate them from their diet only. Another form, environmental veganism, rejects the use of animal products on the premise that the industrial practice is environmentally damaging and unsustainable.

Knowing these two terms, we focused on the percentage of vegan- vegetarian people in Nuevo Leon, which aren’t a few; they’re growingeven more than the last decade.

In Nuevo León, there are more vegetarian and vegan women, than men and they’re showed in the next graphic:



We also focused to the families that have a vegetarian – vegan way of life, so the percentage of people with this diet, also includes kids from 8 to 13 years, teenagers from 14 to 18 years, and adult men from 20 to 46 years and adult women from 19to 49 years. The percentages are: 10% of vegetarian – vegan children, 20% of vegetarian - vegan teenagers, 30% vegetarian – vegan men and a 40% of vegetarian – vegan women, and it’s
also shown in the next graphic:

Developing a business plan for an existing business or conducting a feasibility study for a new venture requires a thorough analysis of market conditions. Market conditions inthe area have a significant impact on the profitability of our restaurant. The strength of the local market affects how many customers we will serve and the menu prices that we can charge.

* What trends are emerging in the food service industry?
Well, we’re focusing on the vegetarian – vegan food service, helping the people to take care of their health with a variety of dishes made speciallyto satisfy even the most demanding palate and the need of each customer.

* What are the strengths and weaknesses of my competition?
The strengths are that we offer a completely new environment, with a completely new taste experience.
The weaknesses of our competition, is that we confront restaurants that serve vegetarian food in Nuevo Leon, such as Ensaladetti’s and Super Salads. But thefact is, that WE are a completely vegetarian – vegan restaurant.
* Is my location suitable?
We’re placed in San Pedro Garza García, a town that has the highest concentration of vegetarian – vegan people in Nuevo Leon.
* Does my concept fill a niche in the market?
Also, we’re entering a practically new market.
* What is the potential number of customers I can serve per year?Talking in percentages, with a 100% of population, we can serve at least a 50% percent of it.

We’re focusing to the next segments of the market:
* Teens, students and young adults
* Families and children
* Tourists
* Vegetarians
* Eco-conscious people
* Business people
* Sports fans
* After-bar crowd
* Happy hour crowd
* Lunch break crowd
* Music loversFamilies love to eat out, and they typically account for about 56% of food service sales. Getting families to eat at our restaurant involves a tricky balance between providing children with what they want and making their parents happy at the same time.
While at first pleasing the parents may seem more important, in fact kids’ opinions have a strong influence on their parents’ decision-making....