Marketing plan for collective micro-businesses

الوصف الوظيفي

TERM OF REFERENCE

Consultancy work: Marketing plan for collective micro-businesses (2)

Access to Jerusalem Required

INTRODUCTION: PROJECT BACKGROUND

The organization:
ACAD, the Arab Center for Agricultural Development (ACAD) is a Palestinian non-profit non-governmental organization officially registered in Jerusalem since 1993. ACAD aims at enhancing the participation of rural agricultural development through the integration of marginalized groups, particularly women and youth in the development process and provides decent jobs for them. ACAD provides non-financial “business” support and services, concentrating on rural and/or high poverty rate in the Palestinian areas that are particularly affected by the difficult political situation.

The Project
Together with the five partners, Right to Play (RTP), War Child Holland (WCH) , Sawa, ACAD and ArtLab, the Heinrich Böll Foundation Ramallah & Jordan has launched the EU-funded project “Advancing the Rights of Vulnerable Palestinian Women and Children in East Jerusalem” on September 1st 2014. Project activities include amongst other things youth trainings on visual arts, the support for female entrepreneurs and micro-businesses, workshops to raise awareness for violence against women, psychological relief work with children, as well as support for youth sports clubs. The project runs until 2017 and is, on a long-term basis, also designed to strengthen the target group’s capacity to defend their own human and political rights.

The collective Businesses

-Traditional Food Catering and Processing: Domari Society will establish a Catering/food processing business in its premises. Women will prepare traditional Palestinian food to be delivered at home or/and for business lunch/dinners or special events such as weddings.
The catering service will include elements of the gypsy culture such as traditional gypsy dishes and decoration. Domari will also produce some traditional food products such as pickles and jam.

-Beauty Salon: The beauty Salon will be located in one of the room of Domari’s premises. ACAD through the EU grant will cover the expenses for the equipment needed. The Beauty Salon services will be done in Domari. To increase the possibilities of the business as well as increasing their customers’ base the women from Domari will provide home delivery services for their customers.

The geographical location and focus area
East Jerusalem / Shuafat road

ASSIGMENT OBJECTIVES
The objective of this assignment is the production of marketing plans (2) based on market surveys as a tool for ACAD and the CBO to steer the collective businesses beyond the project implementation and provide a solid pillar for any future communication and promotion decisions. Further, communication material should also be ready to print to promote the businesses. ACAD will provide the consultancy company with all business plans and field visits to the CBO’s can be organized.

TASKS & EXPECTED DELIVERABLES

Tasks
-Conduct a market Research for each business : market survey (environment, competitors, customers, pricing, interview of shop owners, estimation of the customer base)
-Based on the market research, define a marketing plan, using all the marketing’s mix for each business. Provide the design for diverse communication tools such as brochure, logo, labels, Facebook Page etc..

Deliverables
-Provide ACAD with a clear marketing plan with realistic milestones, a full branding (design of logo, themes, labels etc..) as well as an estimated budget for each collective business (2).
The marketing plan should include:

-Executive Summary
-Unique Selling Proposition
-Target customers
-Market share including competition analysis
-Pricing and Positioning Strategy
-Distribution Plan
-Marketing Material including Logo & Labels & business card & brochure design. Other marketing material required by the CBO (such as banner, roll-up....) will be part of a separate contract.
-Promotion Strategy including Facebook Page Design
-Budget & timeline for the implementation of the marketing plan

TIMELINE & PAYMENT SCHEDULE

Note: Schedule may vary based on project’s progress.

REPORTING LINE
Reporting to the project manager.

SKILLS REQUIRED

-Proven experience and expertise in Marketing, Branding and Promotion
-Experience in working with development project is an asset
-Proven knowledge of the Jerusalemite market and demand
-Access to Jerusalem for field visits is required
-Fluent English/ Arabic in written & speaking is an asset

DOCUMENTS TO SUBMIT

- Proposal - methodology, timelines based on deliverables (maximum 1 pages)
- Budget – include fees. Please indicate in EUR. ACAD will deduct 5% of the total amount as income tax.
- CVs
- Relevant examples of work product that demonstrate the firm’s competencies as defined in the ToR
- References