1. SOCIAL MEDIA MARKETING STRATEGY
SWOT ANALYSIS
Strengths
• Best grilled chicken in the world.
• High employee & customer satisfaction.
• Quality service,affordable , freshand
authentic meals
• CustomerLoyalty Program.
Opportunities
• Potential for growth in the Middle
East and many other countries
worldwide.
• Sponsoring events.
Weaknesses
• Absolute focus on Non-Vegetarian
dishes - Lacks Vegetariandishes.
• Lacks branches in UAE.
• Poor Social Media Marketing Plan.
• Low price perceived as low quality.
Threats
• Future growth in competition could
lead to decline in demand.
• Introduction of VAT = Increase in
prices = Fall in demand (Nandos,
2016).
OBJECTIVES FOR SOCIAL MEDIA MARKETING
2 Sell – To increase sales among 18-25 year olds by 40% through the fanpage
within 3 months by the end of the year.
S Particularly aims to increase sales among university students.
M Aims to increase sales by 40% specifically among 18-25 year-olds.
A The post and offer is aimed directly at university students.
R University students have increased over the past few years. Students belong to
socially active generation.
T To be achieved within a span of 3 months (September-December 2016)
(Chaffey and Smith (2013)).
1 Sizzle – To improve brand awareness of Nando’s within the UAE by 20%
within 2 months.
S Particularly aims to improve the brand awareness of Nando’s in UAE.
M The brand awareness is to be improved by 20% specifically.
A Dubai Food Festival falls within the period of the promotion.
R Famous event in the UAE which will provide good opportunity to promote
brand image and generate brand awareness.
T To be achieved within 2 months (February-March 2016).
OVP AND CONTENT DESIGN
CONTENT ENGAGEMENT STRATEGY AND PLAN
MEASUREMENT STRATEGIES “THE NANDO’S UAE FOOD TRUCK IS
MAKING ITS WAY INTO TOWN!
TAG A FRIEND AND COMMENT
BELOW, WHY NANDO’S SHOULD
COME TO YOUR UNIVERSITY AND
WIN PERI-PERI TAKE-OUTS FOR
YOU AND YOUR BESTIE AND A 10%
OFF ON YOUR NEXT DINE-IN!
SHARE THIS POST WITH YOUR
CLASSMATES! #NANDOSUAE"
“SHARE YOUR EPIC #FOODIE MOMENT AT THE
NANDO’S FOOD STALL AT THIS YEAR’S DUBAI FOOD
FESTIVAL TO BE PART OF AN EXCLUSIVE
TASTING SESSION OF OUR NEW MENU AT NANDO’S.
POST IT ON OUR FACEBOOK FANPAGE AND USE
THE HASHTAGS #NANDOSFOODIE
#TRYSOMETHINGNEW #NANDOSUAE”
POST 1
• Use Google Analytics to segment fans and track Traffic on
fanpage.
• Calculate engagement rate through number of pictures posted.
POST 2
• Compare sales figures and ROI before and after the campaign.
• Use Facebook Insights to obtain Fan information and measure
Reach.
1. Encouragesaudience to click picturesshowing their love for
food and post it on the fanpage with specific hashtags to
promote and improve brand image.
• The 5 best entrieswin an exclusive tasting session of
the new menu at Nandos betweenFebruary 1st and
March31st, 2016.
2. Encouragesyoung fans to comment and voice their opinion as
to why their university deservesa visit from the Nando’s
Foodtruck. Asksaudience to share the post.
• The 10 best commentswin take-outsfrom the
foodtruckand a 10% discount on their next dine-in
from September15th until December15th , 2016.
Michelle Dsouza M00470216 Ms. Lulu Baddar WEDNESDAY 2:30-4:30 pm.
Chaffey, D. & Smith, P. (2013). Emarketing Excellence, 4th Edition. London and New York: Routledge.
Nandos (2016). Our Story. Available at: http://www.nandos.com/our-story. (Accessed: 20th February 2016).
Dubai Food Festival (2016). About Us. Available at: http://dubaifoodfestival.com/about-dff/ (Accessed: 19th February 2016).
(DFF, 2016)