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Digital Marketing Strategy by Hasti Racch- Wok Express

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Digital Marketing Strategy by Hasti Racch- Wok Express

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Digital Marketing Strategy by Hasti Racch- Wok Express

  1. 1. FINAL PROJECT - HASTI RACHH
  2. 2. Introduction
  3. 3. Wok Express is Mumbai’s leading quick service restaurant in the Asian food category. It is complete value for money with complete customization of your wok. Introduction
  4. 4. USP Started in 2013 by Aayush Agrawal Takeaway Asian food category Customized Wok Nutritive Food Value for money
  5. 5. RESTAURANTS IN MUMBAI PALINAKA LOKHANDWALA CHEMBUR NARIMAN POINT KEMPS CORNER BKC ANDHERI MALAD KURLA FORT VIKHROLI GHATKOPAR
  6. 6. • Neat and clean • User Friendly • No SM Links on the home page • No Blog • No Pop ups WEBSITE
  7. 7. WEBSITE
  8. 8. MARKETING STRATEGY
  9. 9. • Most Engagement • Main SM Platform • Consistent Posts • No Bloggers Repost • Frequent Contests FACEBOOK
  10. 10. FACEBOOK 46 38 75
  11. 11. FACEBOOK 113 107104
  12. 12. FACEBOOK 3427
  13. 13. FACEBOOK 218 164 44 208 59186
  14. 14. FACEBOOK 2.2K 49 403.8K 219 184
  15. 15. FACEBOOK 2720 1 89 47
  16. 16. FACEBOOK 1726
  17. 17. FACEBOOK ANALYSIS
  18. 18. FACEBOOK ANALYSIS
  19. 19. • Less Engagement • Average 45 likes • Same posts as FB • Bloggers Repost • Frequent Contests INSTAGRAM ANALYSIS
  20. 20. INSTAGRAM ANALYSIS 11133124
  21. 21. INSTAGRAM ANALYSIS
  22. 22. • Least Engagement • Average 1 retweet • Same posts as FB • No Bloggers Repost • Frequent Contests • Used for complaints INSTAGRAM ANALYSIS
  23. 23. TWITTER
  24. 24. TWITTER ANALYSIS
  25. 25. FACEBOOK AD and SMS MARKETING
  26. 26. ZOMATO
  27. 27. BURRP
  28. 28. DINE OUT
  29. 29. SWIGGY
  30. 30. FOOD PANDA
  31. 31. COMPETITIVE RESEARCH
  32. 32. • Panda Express ( International ) • Wok this way ( Domestic) COMPETITIVE RESEARCH
  33. 33. COMPETITIVE RESEARCH
  34. 34. COMPETITIVE RESEARCH Platform Wok Express Panda ExpressWok This Way • Website • Facebook • Instagram • Twitter • Blogs Very clean and user friendly 133,531 likes 8,607 followers 1,687 followers No blogs on website Distractive and too much content. 3,137,753 likes 46,900 followers 34,900 followers Blogs Not action driven 4,377 likes 1,239 followers 129 followers No Blogs
  35. 35. COMPETITIVE RESEARCH
  36. 36. COMPETITIVE RESEARCH
  37. 37. TARGET AUDIENCE
  38. 38. • 18 - 24 years • College going • Prefer Dine in or Home Delivery • Like Chinese food • Weekend group chilling • Suburbs and Upmarket Areas • On a pocket money • Health Conscious • Digital Affluence COLLEGE GOING
  39. 39. RAJ 19 yrs old Pocket money Bunking, chilling Upper middle class Studies in Ghatkopar SM Affluence Young/Funky
  40. 40. AARDRA 24 yrs old Spends wisely PG in Bandra Interning as well Hates cooking Outstation student SM Affluency Home w friends
  41. 41. • 25 – 40 years • Working Professionals • Prefers Chinese food • Prefers Quick Delivery • Work place at BKC, Nariman Point • Living at Suburbs and Upmarket Areas • Health Conscious • Moderately high Income • Usually active on Linkedin and FB WORKING PROFESSIONALS
  42. 42. DISHHA 26 yrs old Health conscious Lives by herself Loves Chinese 0.5 hr lunch break 10 – 12 lakhs / yr Digitally Affluent Works at BKC
  43. 43. HARSH 37 yrs old Married, 2 children Experimental Moderately high income Casual meetings Upmarket Area Active on FB Dinner w friends
  44. 44. • 18 - 30 years • Majorly women • Prefer Quick service and Takeaway • Like Asian food • Food Courts • Usually active on FB and Instagram (18 – 28) • Pocket Money / Moderately high income MALLS
  45. 45. NISHA 24 yrs old Spends wisely Sale with friends Low DM affluence Spends wisely Middle class DM Affluence Part time job
  46. 46. JUIE 34 yrs old Weekend shopping Young mom On a diet Young / Funky Well paying job DM Affluence
  47. 47. SEARCH ENGINE OPTIMISATION
  48. 48. • Does not include keywords. • Specific to particular branches • Too long. • Non relevant to description. • Google My Business TITLE TAG
  49. 49. • Includes very less keywords. • Non relevant to title tag. • Does not create urgency. • Not specific. META TAG
  50. 50. OVERALL ANALYSIS
  51. 51. KEYWORDS
  52. 52. COMPETITVE ANALYSIS
  53. 53. BACKLINKS
  54. 54. TRAFFIC ANALYSIS
  55. 55. TRAFFIC ANALYSIS
  56. 56. KEYWORDS
  57. 57. KEYWORDS
  58. 58. MOOD BOARD
  59. 59. LOGO COLORS Black and WhiteColour
  60. 60. COLOR PALLETE #e30024 #2d1d20 #fffeff #f2f0f2 #ceccd0 #1f1d1f #a4c355
  61. 61. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT.
  62. 62. TYPOGRAPHY Forque – Brand Name ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 Aharoni –Heading ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 Calibiri – Sub Heading and Body ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
  63. 63. LOGO MISUSES Do not tiltDo not stretch Do not add shadow
  64. 64. Transperency Do not add effects Do not crop LOGO MISUSES
  65. 65. CONTENT STRATEGY
  66. 66. CONTENT BUCKET
  67. 67. #WOKWITHUS
  68. 68. YOUR WOK IS READY! USE CODE : WOK250 TO GET OFF #WOKWITHUS
  69. 69. TAP ON THE PICTURE TO GET RS 100 OFF #WOKWITHUS
  70. 70. #BEATUS
  71. 71. FREE Win a game before we serve you, to get your order for *T&C Apply. #beatus
  72. 72. Win a game before we serve you to get your order for FREE* Can you beat our quick service? *T&C Apply. V/S #beatus
  73. 73. WI N Before we serve! FR EE V/S 1.Place An Order 2.Play a game until we serve 3.Win the game before we serve 4.Get your order for FREE!* *T&C Apply.
  74. 74. #YOUDECIDE
  75. 75. Can’t control stock prices? But, you can control wok prices! #Youdecide
  76. 76. You cannot control submission dates! But, you can now control the price you pay! #Youdecide
  77. 77. Don’t control hunger! Because you can now control how much you pay! #Youdecide
  78. 78. EMAIL MARKETING
  79. 79. Thank you Email “Steal the offers now! ” Feedback – “Do you like me? ” Reminder – “I tried, but failed ” Refer a friend – “Mom always taught , sharing is caring! ” 10% Offer – “I will die on 23rd March 2017 ” Pop up on the website “Avail 10% on your next order” Countdown SAMPLE EMAILS
  80. 80. Thank you Email Y N Offer Y&U N Feedback Reminder Y&NU Refer a friend We will improve G B AUTOMATION STRATEGY
  81. 81. ONLINE REPUTATION MANAGEMENT
  82. 82. ONLINE PLATFORMS
  83. 83. ONLINE PLATFORMS
  84. 84. INFLUENCER MANAGEMENT
  85. 85. FOOD INDUSTRY Mumbai Foodie
  86. 86. Food of Mumbai FOOD INDUSTRY
  87. 87. FITNESS Ranveer Allahbadia
  88. 88. TV INDUSTRY
  89. 89. Sherry Shroff Coupling FASHION AND LIFESTYLE
  90. 90. BLOG CAMPAIGN
  91. 91. BLOG IDEAS I bet you did not know this! You have been eating Chinese food wrong all this while! Quick and easy method to cook authentic Chinese at home! Fast food can be healthy, thanks to Chinese food!
  92. 92. MEDIA PLANNING
  93. 93. 2,70,000 14,000 WORKING PROFESSIONALS
  94. 94. 26/-
  95. 95. LIKE PAGE AD
  96. 96. LIKE PAGE AD
  97. 97. LIKE PAGE AD 1,10,00020/- 500/-
  98. 98. RE-MARKETING AD
  99. 99. GOOGLE AD http://wokexpressdemo2.pagedemo.co/ http://wokexpressdemo.pagedemo.co/
  100. 100. TEXT AD
  101. 101. DISPLAY AD
  102. 102. THANK YOU

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