Digital Marketing for Restaurants: A Case Study of Indian Masala Kebabish & Punjap Grill, Slides of Digital Marketing

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Samra Tufail

DIGITAL MARKETING PLAN

Case Indian Masala Kebabish

Thesis

CENTRIA UNIVERSITY OF APPLIED SCIENCES

Business management

June 2021

ABSTRACT

Centria University of Applied Sciences Date June 2021 Author Samra Tufail Degree program Bachelor of Business Administration, Business Management Name of the thesis DIGITAL MARKETING PLAN. Case Indian Masala Kebabish Supervisor Ann-Christine Johnsson Pages 38 + 9 The thesis was created with the aim to develop a digital marketing plan for a small business that oper- ates in the restaurant industry. The digital plan has been developed by using PR Smith’s SOSTAC® planning system with a focus on two social media platforms: Facebook and Instagram. The aim was to improve the performance of the social media pages of the restaurant and to increase engagement with customers. So, a detailed plan was developed using a digital marketing plan for the restaurant. Firstly, in the introduction chapter, a brief background of digital marketing planning, digital market- ing plan benefits, and a small introduction of the restaurant was discussed. The following chapters ex- plain digital marketing, content marketing, social media marketing, the purpose of social media mar- keting, social media channels, Facebook & Instagram, and how to increase engagement. The fourth and fifth chapters elaborate SOSTAC® planning model and the implementation of the planning model. The steps include situation analysis, objectives, strategy, tactics, actions, and control also some suggestions were provided under implementation. The design of the plan was done in coop- eration with the owner, competitor’s analysis, and customer analysis was implemented too. The plan recommends many options to the owner regarding different types of posts, engagement growth rate with the customers, and the implementation of different techniques. Also, the plan described different types of content that should be posted on Facebook. The plan also emphasized creating an Instagram page and promote it according to the action plan. The restaurant owners should include pictures, vid- eos, some games, emotions, special discount offers, news, etc on their social media pages. The restau- rant owners should manage the page actively and answer the question more quickly, use tagging and hashtags, and post user-generated content. Restaurant owners should ask questions to their customers on social media by creating polls and holding some contests. Keywords Digital marketing, Facebook, Instagram, Indian Masala Kebabish, social media, SOSTAC®planning model.

• 1 INTRODUCTION................................................................................................................................ CONTENTS
• 2 DIGITAL MARKETING
  • 2.1 Online content marketing
  • 2.2 Engagement
• 3 SOCIAL MEDIA MARKETING
  • 3.1 Components of social media marketing
  • 3.2 User-generated content (UGC)
  • 3.3 Purpose of social media marketing
  • 3.4 Social media marketing as a communication tool
    • 3.4.1 Facebook
    • 3.4.2 Instagram
• 4 DIGITAL MARKETING PLANNING
  • 4.1 PR Smith’s SOSTAC® planning model
  • 4.2 Situation analysis
  • 4.3 Objectives
  • 4.4 Strategy
  • 4.5 Tactics
  • 4.6 Action
  • 4.7 Control
• 5 DIGITAL MARKETING PLANNING FOR THE RESTAURANT
  • 5.1 Situation analysis..........................................................................................................................
    • 5.1.1 SWOT analysis
    • 5.1.2 Competitor’s analysis.........................................................................................................
  • 5.2 Objectives
  • 5.3 Strategy
  • 5.4 Tactics............................................................................................................................................
  • 5.5 Action
  • 5.6 Control
• 6 CONCLUSION..................................................................................................................................
• REFERENCES
• FIGURE 1. Digital around the world…………………………………………………………………… FIGURES
• FIGURE 2. Digital marketing channels…………………………………………………………………
• FIGURE 3. Social media sites…………………………………………………………………………...
• FIGURE 4. Social media marketing components……………………………………………………...
• FIGURE 5. SOSTAC® planning model……………………………………………………………….
• FIGURE 6. Situational analysis………………………………………………………………………..
• FIGURE 7. SMART Objectives……………………………………………………………………….
• FIGURE 8. Segmentation……………………………………………………………………………...
• FIGURE 9. Marketing tactics…………………………………………………………………………..
• FIGURE 10. SWOT analysis…………………………………………………………………………..
• FIGURE 11. 5S’s model……………………………………………………………………………….
• FIGURE 12. List of benefits…………………………………………………………………………...
• FIGURE 13. Recommendations………………………………………………………………………..
• TABLE 1. Facebook summary of Indian Masala Kebabish & Punjab Grill TABLES
• TABLE 2. Summary of tactics
• TABLE.3 Facebook action plan..............................................................................................................
• TABLE 4. Instagram action plan.
• TABLE 5. Monthly action plan for Facebook & Instagram
• PICTURE 1. Restaurant Logo (Indian Masala Kebabish 2020)………………………………………. PICTURES

1 INTRODUCTION

The aim of the thesis is to create a digital marketing plan for the restaurant based on the SOSTAC® planning model with a focus on two social media channels: Facebook and Instagram. The purpose is to improve the restaurant’s performance on social media such as on Facebook & Instagram pages and im- prove engagement with the customers. The restaurant is a family-owned business hence sub-goal of the digital marketing plan is to enhance knowledge about digital marketing and its effectiveness for the business. The structure of the thesis is as follows: 1 st^ chapter of the thesis consists of the background of the digi- tal plan, 2nd^ chapter explains digital marketing, its components, social media marketing, and its pur- pose, 2 social media platforms Facebook and Instagram also the theories and concepts related to digi- talization are explained in detail. The 3 rd^ chapter gives an in-depth explanation about the SOSTAC® planning model, the 4 th^ chapter describes the digital marketing planning of the restaurant by using the SOSTAC® planning model and its implementation. The last chapter consists of the conclusion of the whole thesis process and the learning outcomes. The Internet marketing plan helps to achieve specific e-marketing goals and improve strategies. Inter- net marketing planning ensures that resources are utilized to obtain the benefit from available market- ing opportunities on the internet and identify the threats. E-marketing/Internet marketing focuses on web and digital media that is used by the company or brand. For instance, email marketing or mobile media is used to interact with the audience to achieve marketing goals. Digital marketing has a great impact on the business as small businesses can reach their target customers at a low cost and can com- pete with well-reputed companies (Bala & Verma 2018, 329, 337 .) Digital marketing is good for a small business because it helps to create relations with customers. At the moment customer retention is the biggest challenge so, digital marketing help in this matter. En- gagement is one way to retain the customers once they have bought a product from the store. With en- gagement, the product will stay in the customer’s mind and they will come back the same as remarket- ing and retargeting. Small businesses need to identify their target customers, their demands, and de- sires because digital marketing helps to recognize the behavior of the online customers that assist to target the ideal customers. There are many digital channels used by small businesses to reach their cus- tomers and to compete with large business entities. (Sambol 2020 .)

2 DIGITAL MARKETING

Fast innovation in information and communication is known as the” digital world “which has changed the way of marketing of all businesses and industries. The introduction of new trends of digital com- munication into the marketing plan can give a competitive advantage to the companies. Professionals need to have adequate knowledge about digital technology and its impacts on marketing communica- tion. Digital marketing is becoming renowned day by day, as in past the concept was not much clear. Normally, digital marketing is linked with an advertisement, banner advertising, SRO, and PPC (Pay per click) but the concept is still considered narrow by including email, RSS, voice broadcast, fax broadcast, blogging, video, stream, wireless text messaging and instant messaging. Digital marketing is not limited, it has a broader aspect and concept. A simple definition of digital marketing is to pro- mote products, services, or brands with the help of different electronic resources. Easy understanding of digital marketing is described as online marketing, internet marketing, or web marketing. (Mankad 2019 , Chapter 1.) The 18th^ and 19th^ centuries brought up some new revolutions in advertisement such as newspaper ad- vertisements and mail-order advertising. The 20th^ century introduced another advertisement method which was the radio where companies were able to reach their customers. Gradually television came into existence which brought an innovation “internet “at the end of the century, that created digital marketing. Technology evolution has been interfering in all the historical modes of advertisements these all modes introduced different ways of communication to reach the customers. The interesting thing is that the old-fashioned methods of advertisement are still prevailing and can be used in some forms. (Rayan 2014, 11 .) Digital report 2020 describes that social media and digital mobile usage have increased all over the world. Nowadays 4.5 billion people use the internet, social media usage has reached up to 3.8 billion. 60% of the world’s population is online, and it was anticipated more than half of the world's popula- tion l used social media in 2020. The usage of the internet has grown by 7% as compared to 2019 with 298 million new users. Social media users increased by 9% with 321 million new users as compared to last year, while mobile phone users increased by 2.4% over the last year as explained in FIGURE 1. (Kemp 2020.)

FIGURE 1. Digital around the world (Kemp 2020). Digital marketing can be simply defined as digital media, data, and technology, which helps in achiev- ing marketing goals. Another definition of digital marketing is the application of digital media, data, and technology with traditional ways of communication to achieve marketing objectives. The focus of digital marketing is to manage different forms of online company presence, for instance, websites, mo- bile apps, social media, company pages with online communication techniques such as search engine marketing, social media marketing, online advertising, email marketing, and partnership with other companies. These online communication techniques help to attract new and existing customers addi- tionally satisfy them that develops the relationship with the customers through customer relationship management (CRM). (Chaffey & Chadwick 201 6, 11.) Electronic word of mouth EWOM is an informal mode of communication in web-based technology used by consumers. EWOM has numerous types but the most effective is online feedback. EWOM is a more efficient way of analysing a product’s bad experience particularly those goods and services whose quality cannot be calculated before their use e.g., hotels. Therefore, the customer’s online re- views are considered a more accurate and stronger piece of information instead of the company’s in- formation on their webpage. Online reviews are the most reliable source for hotel consumers which represents more credibility, awareness, and the firm’s good repute. The number of reviews indicates more awareness and perfor- mance of the hotel. A 10% good review can increase sales by 4.4 %. A study revealed hotels should develop a digital marketing plan and actively manage their online presence. A digital marketing plan includes the following strategies such as monitoring the customer’s feedback and reply to their feed- back, creating a digital plan, monitoring social media, etc. By using digital information, digital market- ers can analyse two things such as feedback information and reply to the customers that enhance the 55% Urbanization Total Population 7.75 Billion 67% Penetration Unique Mobile phone users 5.19 Billion 59% Penetration Internet Users 4.54 Billion 49% Penetration Active Social media Users 3.8 Billion

Video content is the content king as videos are considered an easy and understandable source of infor- mation. A video that demonstrates the manufacturing process appeals to the people. It is a good idea to get some professionals' suggestions for the website’s video production. Pictures play a significant role on the website so use low-resolution pictures on the website. Images with the product name or with people’s names get more SEO (search engine optimization) ranking. Infographics work well on web- sites. Infographics increase the awareness of products and services and capture the audience's attention on a big scale. Infographics are good for complex structures such as numerical information in a simple understandable format. Infographics are important because shared infographics create trust. (Smith 2020 .) Infographics are visual representations of information or data. The information can be any market trend or any step-by-step guide about any process. Infographics present the information in form of vis- ual and attractive graphics. The goal of infographics is to engage the audience. (Sheikh 2020.) Webinars are good for engagement; Webinars could be live or in recorded form on the website. A live webinar is convenient to interact with the audience through questions and answers also with text chat. The webinars work well for brand awareness at the consideration stage and the decision-making stage. The pricing table should be visible on the website for awareness and consideration to the customer to make decisions that increase sales. (Smith 2020.) Focus on specialized content and create quality content that people like to share, comment on, and fol- low. Add value to the conversation means to share, like, or involve people in topics representing the brand. Viral trends, political factors, or some social events happening in the world or in-country would increase engagement with the audience. Building online relations contribute to online marketing suc- cess. It is not necessary to reach every single audience but the answer to those who ask questions or suggestions because too much sharing can cause a loss of followers’ base. (Dollwet 2019, 5-7.) 2.2 Engagement According to the customer’s view engagement is a behavioural demonstration towards a firm or brand as a purchasing substitute, it is a motivational driving force. Customer engagement is a sign of positive behaviour in the form of word-of-mouth e.g., recommendations by customers influence the other’s customer's decision-making so customers become a brand ambassador. Companies can create a

friendly relation with consumers in form of following, likes, and social presence. Consumers ask for information from their trusted brands so significantly, brands should grow their fans by investing in them to make loyal fans. This can be achieved by offering pure lovely products, etc. Once a customer gets engaged a firms' positive consequences start to rise in the form of positive word-of-mouth, which enhances the brand equity insight and sales. This is only possible when people become brand fans of the firm. For building a high level of engagement brands need to socialize with their consumers and contribute to conversations through convincing and reliable brand voice. For this purpose, brands should offer some valuable content e.g., downloads, shareable widgets, wallpapers, etc, and value the fans by sharing valuable information with fans of upcoming new products, company news, promo- tions, or career opportunities. (Tuten & Solomon 201 5 , 147.) Games, contests, and competitions are good for engagement development on social media channels. Gamification means game-like techniques are used for engagement purposes through non-game activi- ties. In the study conducted by Gigya, gamification addition to the site improves the engagement rate. Games increase comments by 13%, social sharing to Facebook, Twitter, and networks by 22%, and content discovery by 68%. (Lardi & Fuchs 2013, 87.)

In a wider aspect, social media marketing is a process that enables people to develop and advertise their websites, products, and services with the help of social media channels and to engage people and capture the big community which was not possible with the traditional way of marketing. Nowadays social networking plays a significant role in people’s purchasing decisions. The main reason is peo- ple’s word of mouth which plays a more important role than traditional advertising. (Karimi & Nagh- ibi 2015, 88 – 89 .) Social media marketing is a group of internet-based applications, the purpose to create these applica- tions is to develop a technological foundation of web 2.0 which helps to pass the information on users' generated content. The applications are Twitter, Instagram, Facebook introduced in 2004 which con- nects almost 1.4 billion members in the world. Wikipedia was formed in 2001, YouTube was founded in 2005, with 3 billion searches in a month making the YouTube 2 nd^ largest search engine after Google. These applications are not only used for entertainment and fun but also business organiza- tions, business executives, many consumers, consultants try to make the best use of social media appli- cations that are available now. For optimum usage, there is not only need a presence of the people on the applications but also require their data, for instance, user-generated contents, profiles, bio infor- mation, and locations. This information helps the business organization and provides an opportunity to cope with new challenges. (Kaplan 2015, 2 .) Social media is an effective tool to increase site traffic, which is only possible through engagement. Customers are easily accessible through social media. The traffic increases on the site if something new happens via social engagement. The high traffic sites are easily available on search engine spi- ders, social media supports page optimization and boosts the SEO (Search Engine Optimization) rank- ing. It’s important to share new and fresh content, also reshare some evergreen content once a month, and schedule the posts for a whole month. Using expert quotes in content gives a strong social media presence e.g. posts and tags enforce people to share. This tactic creates higher visibility of the brand, increase the traffic via viral post and press coverage. (Dollwet 20 19 , 12 - 14 .) 3.1 Components of social media marketing The social media components help in achieving business goals and promote the success of social me- dia. Social media components are listed under FIGURE 4.

FIGURE 4. Social media marketing components (Vibrant publishers 2020.) Social listening is the 1st component of social media marketing, listening is important. People speak and reach to you via social media channels whether care or not. Companies should understand the im- portance of a good reputation and number of followers on social media because popularity brings brand awareness. In case of positive feedback, say thank you to the customer but if there is negative feedback or comment resolve the issue immediately to establish trust. Tracing the business pages on social media channels and identify the issues is known as social listening. (Vibrant publishers 2020.) The 2 nd^ component is social influencing means the follower’s attitude and behaviour which is influ- enced by the follower’s thinking and increase by listening. The social influencing can be measured by the following elements: high rate of followers’ engagement rate, the people’s rate of post sharing, peo- ple traffic, brand awareness, people’s opinion, questions, and thoughts that represent a greater mind share of people. Objectives of social influencing are to improve engagement through content and prod- ucts, increase conversation about business-related topics, enhance website traffic, increase product awareness, and improve the list of re-targeting. Social networking is important because it gives a clear view of a business to the new and existing customers, promotes the brand’s content and voice, builds long-lasting relations with the followers. (Vibrant publishers 2020.) Social selling is the last component which is one of the best ways of developing relations with poten- tial customers because people think about a brand while making a buying decision. Social platforms are used for interaction and to build relationships for new business connections, e.g., listening to the 1.Social Listening

2. Social Influencing 3.Social Networking 4.Social Selling

Social media marketing increases efficiency and reduces cost. Business applications help in achieving customer attention, to establish customer relations, promoting new business ideas, to enhance online and offline store traffic, and have helped in converting consumers into customers. Social media mar- keting is not a substitute for traditional marketing but is more than its counterpart. (Tuten & Solomon 2015 .) A web 2,0 revolutionary technology is used by modern companies who want to create a link and share the information with the customers. This revolution has provided a new tool of communication world- wide at low prices on the internet and has given a goose bump to digital marketing tactics. The con- tent-based marketing technique plays the role of bridge between customer and firm that fills the gaps. This strategy has not only proven effective marketing tactics but is also considered a relation builder model. Some forces put pressure on companies to enter into a digital world through competition and internal influential factor that pushes the firm to adopt digital marketing. The benefits of using social media marketing include online sales broadcasting, marketing research. It also helps in brand building, develops word of mouth communication, buzz marketing, and crowdsourcing, and improves the com- pany’s performance. Digital marketing is also beneficial in the exchange of information. It creates direct relation with the customer, analysis between customer and supplier becomes easier, easy to use, has potential to spread knowledge, promotes promotion, internal and external relations developed, customer’s behaviour can be accessed about the consumptions and their needs, also the negative feedback from customers is evaluated but among all of these the most important factor is communication through digital marketing because social media facilitates the communication process. (Tiago & Verissimo 2014, 704 – 705 .) 3.4 Social media marketing as a communication tool Social media has changed the way of communication, it has opened new doors for individuals and businesses. The traditional way of communication has been influenced by the modern way of commu- nication also has brought up new channels and tactics for communication with customers. Social me- dia has a large impact on customer behaviour in form of giving awareness, update the latest infor- mation, reviews, attitude, and feedback after buying and pre-buying. Social media has introduced a new method of communication in form of creating a connection with customers on a big scale which

does not only connect the user but also helps to interact with current and potential customers. Different channels are used to interact for social networking such as Facebook, Linked In, Instagram, Snapchat, Twitter, etc these different channels are used by the users and firms for connectivity. (Venciūtė 2018, 2 - 3 .) There are six types of social media channels that are established for collaborative projects includes online magazines, questions, and answers websites, blog, and microblogs such as Twitter, Tumbler where people communicate through long or short blogs, content communities, such as YouTube, Vine, etc. are used to share the user’s content and people comment on the user’s content. Social networking websites such as Facebook, Google, Virtual game-world include warcraft, virtual social worlds this is like a game that helps to create a user’s identity and interact with others using the online channel. There are a lot of social media websites but few of them are the most renowned for achieving goals and objectives. (Patel 2017, 14 .) 3.4.1 Facebook Facebook is one of the most famous social media networks which is widely used in the world and is considered important for social media marketing with billions of registered users. It is the website with the largest number of potential customers. Business pages are easier to adjust according to the business audience so most brands prefer to create business pages instead of personal profiles. Facebook uses an algorithm to manage the contents of the page which is the most important part of the business. Face- book engages people through engaging content on Facebook in form of relevant, interesting, and easily understood stuff, posts that can be optimized by asking either it is interesting or not. A short post en- gages more people than longer posts so it is significant to keep the post short and simple. Adding some features to the picture enhances people’s engagement such as painting a pic, quality, positivity, add hu- mour, clips play automatically, share the content according to the customer’s interest. (Dodson 2016, 162 – 163 .) When planning a Facebook campaign keep in mind that, the data from the Facebook insight tool is trustworthy because it gives a lot of information about the target market’s behaviour, engagement rate, demographic qualities, and what should be targeted to gain customer’s attraction. The other thing that is important to consider is niche down which means different people can be targeted through a single ad using a tool. (Wright 2020 , 5 5 – 59 .)

marketing purpose. One way is to use Instagram for promoting products and services and the other way is to use Instagram for enhancing awareness about the product/services. Instagram was the first time used for showing up a trailer of a movie that was going to release since then business organiza- tions and promoters prioritize Instagram for advertisement through videos. This video platform is a substitute for YouTube with easy sharing. (Singh, Pandey & Abraham 2018, 70 – 72 .) Instagram started in 2010 as a mobile application for picture sharing, videos on mobile phones. As per Instagram 2017, 600 million users are active and the majority of these use the application on daily ba- sis. Instagram is also one of the platforms used for marketing purposes due to possessing unique char- acteristics such as visual content on social media marketing. Instagram is useful for visual storytelling rather than textual information. Instagram depends on sharing quick responses for instance when com- panies share something, they get a quick response in form of comments, likes, or by following. Com- panies should try to increase their followers as soon as possible to an optimum level which shows the worth of a company according to the size of the company. If small companies want to increase their credibility on Instagram, they should try to possess a minimum of 1000 followers because people fol- low the most popular companies. The visuals and images online content are considered popular because our minds easily recognize in- formation through images rather than text images. Visual contents play a vital role in spreading aware- ness, increasing attention, communication, things go viral more easily and interest develops through visual screening. Therefore, companies should add this strategy into their social media marketing if they want to gain recognition and viral blow-out. If companies want customer involvement and col- laborative innovation, then Instagram is a good option. Instagram is more widely used for collabora- tion and involvement as compared to other social media channels. (Virtanen, Björk & Sjöström 2017, 5 - 6 .) The Instagram feed can be used to explain the product, service, or brand with some attractive sounds that is a new way of promotion to capture attention, also include some unique product’s features with brand story description. Text recommendation is 125 characters, hashtags should not be more than 30 and video duration should not exceed 1 to 2 minutes. (Facebook for business 2020 .) To increase engagement on Instagram it is important to engage, e.g., engage with other profiles, mes- sage replies, comments, post regularly to make engagement better. The best posting time is midday on weekdays also post in the evening when people are free from work. Wednesday is best to post on In- stagram while Sunday is not considered a day of engagement. Try to post one to three times a day, also

the post content should be valuable. Use hashtags for engagement on Instagram because it helps to gain more likes, followers, and reach. The caption also increases the engagement rate if decided wisely. Instagram stories help to boost the engagement rate because these stories help to retain the ex- isting followers. Instagram videos have increased 80 percent over the year as many marketers think Instagram videos play a significant role in Instagram's marketing strategy. Arrange contests and givea- ways as people like free things such as the audience is already engaged with the content so find a prize in which they are interested and promote in form of engagement. Ask people to like, tag their friends, or follow their account that enhances the engagement rate, and in return offer them a prize that is one of the wonderful options to increase engagement rate. (Roach 2019.)