DIM22101 Marketing and the Digital Context Assignment Sample
Module code and Title: DIM22101 Marketing and the Digital Context Assignment Sample
Introduction
Digital marketing is the practise of promoting a good or service through the use of digital technology, mostly the internet but also including mobile phones, display advertising, and any other digital medium (Kingsnorth, 2022). It involves a wide range of activities like content marketing, search engine optimization, email marketing, and social media marketing and may be utilised to swiftly and effectively reach a large audience. Digital marketing is a crucial component of any company’s overall marketing strategy since it makes it possible to efficiently and affordably contact a wide range of clients.
Although, the marketing strategy for a new Taste-at-door’s brand entering the meal delivery market is discussed in this research. In order to understand the current market, it includes a competitor analysis using Porter’s Five Forces framework, a breakdown of the 8Ps of digital marketing to demonstrate how the brand would be marketed, audience segmentation to target the right people, examples of content marketing for promotional purposes, and an evaluation of the social and environmental impacts. By taking into consideration all of the above, this plan should ensure the success of the new Taste-at-door’s brand in the food delivery sector.
Marketing Plan
Competitive Analyse
The Porter’s Five Forces model is a technique for understanding the competitive analyse of an industry and locating possible business prospects. There are five forces:
| Porter’s Five Forces | Competitive analysis |
| Bargaining Power of Suppliers | High |
| Bargaining Power of Customers | High |
| New Entrants | High |
| Threat of Substitute | Moderate |
| Competition/Rivalry | High |
Bargaining Power of Suppliers: The suppliers in the food delivery industry are restaurants and food manufacturers, who provide the ingredients necessary to make the food (Martinez-Contreras et. al. 2022). For Taste-at-door’s, suppliers are likely to have higher bargaining power as they are in control of the quality, quantity and cost of the ingredients.
Bargaining Power of Customers: Customers in the food delivery industry are typically hungry people who are looking for a convenient way to get food delivered quickly and at a reasonable price. Taste-at-door’s can use its brand name and reputation to gain market share, but customers will also consider the quality of the food, the speed of delivery, and the cost of the meal.
Threat of New Entrants: The food delivery sector is a highly competitive market, and new entrants can be a threat to Taste-at-door’s. New entrants can bring fresh ideas, innovative products, and new business models that make it difficult for Taste-at-door’s to differentiate itself (Madsen and Grønseth, 2022).
Threat of Substitute Products: Substitute products, such as grocery delivery, meal kits, or cooking at home, can also be a threat to Taste-at-door’s. These products offer convenience, cost-savings, and the ability to customize meals to customers’ tastes.
Rivalry among Existing Competitors: The food delivery Sector is highly competitive, with a large number of existing competitors such as Uber Eats, Grubhub, and DoorDash. Taste-at-door’s needs to differentiate its offering to stand out in the market and gain market share.
In addition, it is important to note that Taste-at-door’s needs to diversify its offerings in order to stand out from the competition and increase market share in the food delivery sector (Model, 2022). To acquire market share and stay ahead of the competition, the business must concentrate on offering high-quality, practical, and affordable meal delivery services.
8Ps of Digital Marketing
In the food sector, Taste-at-door’s is a well-known name, but they are currently seeking to diversify the menu by adding food delivery options. To do this, the organisation will need to create an efficient marketing plan to establish their presence in the delivery industry (Marques, 2022). The 8Ps of digital marketing will be used in this strategy to determine the most effective ways to connect with new customers and increase market share in the food delivery industry.
Figure 1 8Ps Marketing Mix (Source- 8Ps Marketing Mix, 2021)
Product: The delivery of Taste-at-door’s traditional menu items, including burgers, fries, and milkshakes, will be the main focus of the company’s product offering (Praesri et. al. 2022). Taste-at-door will also feature some special, delivery-only items that are only offered there, such as ready meals. In order to give consumers a wide choice of food options, they will also be serving a variety of sides and desserts.
Price: In order to draw clients seeking high-quality meals at a reasonable price, the prices will be competitive and reasonable (Arantes et. al. 2022). Additionally, the business will run specials and discounts to entice clients to use its delivery service.
Place: To promote the delivery service, Taste-at-door will employ a number of media in order to broaden our audience. They will promote their product offering using social media platforms such as Facebook and Instagram. In order to guarantee that the food can be delivered quickly and conveniently, they will also collaborate with well-known meal delivery services like DoorDash.
Promotion: Taste-at-door will take part in a range of activities to promote their brand. The delivery service will be promoted through social media campaigns. To entice clients to try the delivery service, company will also be providing discounts and promotions (Morrison, 2022). In order to reach potential clients, they will also launch advertising campaigns on search engines and other websites.
People: To guarantee that the food is delivered fast and effectively, Taste-at-door will be hiring a staff of delivery drivers. In order to ensure that their employees are educated about various products and competent to respond to consumer inquiries, they will also train them.
Process: For the delivery service, Taste-at-door shall follow a streamlined procedure. Orders can be placed online or through the mobile app by customers (Verdesoto Vélez and León Montesdeoca, 2022). The meal will subsequently be delivered fast and effectively using professional delivery drivers.
Physical Evidence: To make sure that customers are happy with the delivery service, Taste-at-door will offer them a variety of physical confirmation. This involves giving clients a tracking number so they can keep track of the status of their order. When an order is finished, they will also give them a receipt.
Performance: There are various methods in which Taste-at-door will assess the performance. This involves keeping tabs on consumer opinions, ordering delivery schedules, and order volume (Pirnar and Altın, 2022). They will be able to make changes to guarantee that they are offering the best service possible by keeping an eye on how they are doing.
Overall, Taste-at-door want to establish themselves as a major force in the meal delivery industry. They are confident that the 8Ps of digital marketing will help them to reach the target audience and increase the market share.
Key marketing techniques and strategies
Three primary marketing strategies and initiatives will be the emphasis of Taste-at-door’s food delivery sector marketing plan: digital marketing, promotional campaigns, and customer loyalty programmes.
Digital Marketing: Reaching out to potential customers and promoting the Taste-at-door’s brand is successful with digital marketing. To reach the target demographic, company will make use of a variety of digital marketing methods (Kingsnorth, 2022).
For example, Taste-at-door’s will use social media sites like Facebook, Twitter, and Instagram to create interesting material that promotes our meal delivery business. The website will also be optimised for search engine rankings using search engine optimization (SEO). This will enable them to become more noticeable in the food delivery industry.
Taste-at-door’s will also build web advertisements that are specifically aimed at the target market. These will consist of pay-per-click (PPC) advertisements as well as display advertisements that will show on websites that the target demographic visits frequently. Finally, they will use email marketing to get in touch with their current clients and persuade them to use the meal delivery service.
Promotional Activities: Taste-at-door will utilise advertising efforts to raise awareness of their food delivery business. To advertise the service, the company will employ a range of strategies, including radio, television, print, and outdoor advertising. Additionally, company will hold promotional events where customers may try out the food delivery service (Naim, 2022). They will also collaborate with bloggers and influencers to create material that will help to market the service. Finally, to encourage users to use their service, they will use loyalty programmes and coupons.
Customer Loyalty Initiatives: To recognize current consumers for their loyalty, customer loyalty programmes will be implemented. For each order they place, customers will receive points that can be exchanged for discounts and other benefits. Customers who join their loyalty programme will also get special deals. Finally, company will use the data gathered from the loyalty programme to better understand their customers and target future marketing initiatives.
Overall, Taste-at-door’s food delivery sector marketing plan will focus on digital marketing, promotional campaigns, and customer loyalty programs in order to reach the target audience and encourage them to use the service. These strategies will help them effectively advertise the food delivery service and then provide a competitive edge in the food delivery market.
A segmentation of the audience
Several fast-food restaurants participate in the booming industry of food delivery. As the Taste-at-door’s new brand, they would be entering a competitive industry and would need to identify the ideal customers to be successful (Warner et. al. 2022). This segmentation strategy is important in order to ensure that the brand is reaching the most relevant and passionate individuals that will be most likely to purchase Taste-at-door’s products. The new Taste-at-door’s brand is targeted towards-
Working individuals who conduct their business remotely: Working remotely is becoming more and more common as businesses and employees look to digital tools and remote work to stay productive. Additionally, people who work from home frequently lack access to the variety of perks that are provided to office workers, such as the ease of food delivery (Kumoji et. al. 2022). This makes it likely that the new Taste-at-door’s brand will appeal to and be convenient for this target market.
Health-conscious consumers: This comes as a result of Taste-at-door’s new brand’s emphasis on serving wholesome meals. They can make sure that the target customers are more likely to be interested in the services they have to offer by focusing on this audience. Additionally, by dividing the audience into several groups, they can set themselves apart from other fast-food restaurants that might not be as health-conscious.
Millennials and members of Today’s Generation: This is due to the fact that these two age groups are the ones who use meal delivery services the most frequently. Millennial and today’s Generation are more inclined than earlier generations to use food delivery services. In addition, younger generations are more likely to order food online, indicating that they are the ones who will use the new brand the most frequently.
Active Businesspeople: Due to their hectic schedules, this group is more likely to employ food delivery services. These clients are more likely to use the delivery service again and would value the convenience.
Overall, Taste-at-door’s can make sure that their brand strategy is effective in the meal delivery industry by focusing on these segments. Targeting millennials and today’s generation would enable others to capitalise on an already established market since they are already more inclined to use meal delivery services (Wells et. al. 2022). Additionally, by focusing on busy professionals and health-conscious consumers, they can set the brand apart from other fast-food restaurants and reach two more potential customer bases.
Content marketing
Content marketing is one of the most effective ways of promoting a product or service, and for Taste-at-door’s new brand within the food delivery sector, it is no different. The aim of content marketing is to create and distribute valuable content to a defined audience to encourage them to purchase the product or service (Scott, 2022). In this case, Taste-at-door’s new brand should use content marketing to reach potential customers within the food delivery sector and build brand awareness.
For the new Taste-at-door’s food delivery brand, they can use content marketing to promote their brand and drive order volume.
The first step in developing a content marketing strategy is to identify the target audience. For Taste-at-door’s new brand within the food delivery sector, the target audience should be customers who are looking for convenient, Active businesspeople, health-conscious, working individuals who work remotely, quick, and delicious meals that are delivered straight to their door.
Once the target audience is identified, the next step is to develop content that will engage them. This can include blog posts, videos, and infographics that highlight the benefits of the product or service. For Taste-at-door’s new brand within the food delivery sector, content could include recipes for quick meals that can be cooked in a few minutes, stories of customers who have had a positive experience with the product or service, and reviews from other customers.
Additionally, as this will help to ensure that the information is seen by the intended audience, the content should be optimised for search engines. This can be achieved by ensuring that the information is well-structured and simple to read, as well as by inserting pertinent keywords in the content’s titles and descriptions.
Once the information is created, it needs to be shared through a variety of ways. This can include online forums and social media sites like Facebook and Twitter in addition to email newsletters (Rupp, 2022). It is crucial to make sure the material is customised for each channel because doing so will increase the likelihood that the audience will connect with it.
Additionally, Email campaigns are another tool business can use to reach potential clients. Companies can distribute newsletters with deals, fresh menu items, and other marketing opportunities. They may also design email campaigns that target particular client categories. For example, they may write emails to parents of small children giving special deals on family meals or weekday lunch promotions.
Finally, Taste-at-door’s new brand within the food delivery sector should focus on measuring the success of the content marketing strategy. This can be done by looking at engagement metrics such as likes, shares, and comments, as well as tracking the number of visitors to the website. This will help to identify which content is most effective and should be used more often.
By implementing an effective content marketing strategy, Taste-at-door’s new brand within the food delivery sector can reach a wide range of potential customers and build brand awareness. By creating content that resonates with the target audience, optimizing it for search engines, and distributing it across multiple channels, the brand can reach more people and increase its chances of success.
Social and Environmental Impacts
As a new brand attempting to compete within the food delivery sector, Taste-at-door’s must be aware of the social and environmental impacts of its marketing ideas. The company must strive to reduce its impact on the environment by minimizing food waste and packaging, and by using sustainable and renewable energy sources (Vedula et. al. 2022). In addition, Taste-at-door’s must ensure that its marketing is conducted in a socially responsible manner, taking into account the values and beliefs of its target audience.
Taste-at-door’s must also ensure that its marketing efforts are respectful of the local culture, as this will help to build relationships with the local community and customers. Furthermore, Taste-at-door’s must be aware of the potential impact of its marketing activities on the health of its customers and strive to promote healthy eating habits through its marketing initiatives (Zhang et. al. 2022). It is also important that the company respects diversity and promotes a culture of inclusion in its marketing messages.
Overall, Taste-at-door’s will be able to guarantee that its marketing initiatives are carried out in a socially and environmentally responsible manner by abiding by these guidelines. As a result, the business will develop a good reputation, which will encourage consumer loyalty and support the brand over time.
Conclusion
It can be concluded that the Taste-at-door’s new brand marketing plan has demonstrated how the company can compete within the food delivery sector by analysing the competitors with Porter’s Five forces framework, using the 8Ps of Digital Marketing to market the brand, utilising key marketing techniques, targeting a specific audience, using content marketing for promotion and reviewing the social and environmental impacts of the marketing strategies. The marketing plan has provided a detailed overview of how Taste-at-door’s can enter the food delivery sector and compete effectively.
References
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Pirnar, İ. and Altın, H.O., (2022). Social Marketing. In Encyclopedia of Tourism Management and Marketing (pp. 151-153). Edward Elgar Publishing.
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Online
8Ps Of Marketing Mix. (2021). [Online]. [Accessed through]: <8-ps-marketing-digital – Blog LAHAR – Tudo sobre Automação de Marketing para PMEs>
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