A startup idea about a fast food joint. In which we have used basic concepts of marketing

1. DIGITAL MARKETING
PRESENTATION
Group 10 – Section B
Raja Babu (19DM152)
Rajat Pandey (19DM154)
Ramit Thukral (19DM155)
Rohit Bansal (19DM166)
Sahajdeep Singh (19DM171)
Saral Jaswal (19DM184)

2. FAST FOOD CHAIN INDUSTRY

3. MARKETING MIX
(STP)
SEGMENTATION
◦ Geographic: Urban, sub-urban and rural
◦ Demographic:
1. Age- Under 18 years, 18 to 25 years, 25-40 years, above 40 years.
2. Occupation- Students, working professionals, self-employed
◦ Psychographic: Convenience and lifestyle, Social Status
◦ Behavioural: Frequency of visits and loyalty of the customers
◦ Occasion (example: Birthdays, Get-togethers)

4. TARGETING
◦ In geographic segment, we are primarily targeting Greater Noida, Knowledge Park area (sub-urban region),
as people do not have plenty of fast food chains to choose from.
◦ In demographic segment, our target will be people in the age group of 18 to 25, who are mostly college
students.
◦ In psychographic segment, we will target people with modern and outgoing lifestyles.
◦ In the behavioural segment, our target will be first time users, people with low to medium loyalty towards
our restaurant, and also the people intending to host birthday parties or casual gatherings.
POSITIONING
The restaurant chain will be positioned as the most desired hang out place in the vicinity of Knowledge
Park. It will be affordable to the students who primarily rely on their meagre pocket money but want to hang
out with friends pretty often.
Fresh . Healthy . Easy

5. MARKETING MIX
(7Ps)
PRODUCT
1. Dining
Service.
2. Take away
3. Drive
through
4. Gatherings
5. Home
Delivery
Service
PRICE
1. Price
Bundling
2.Psychological
Pricing
3. Discount
offers under
customer
loyalty program
PLACE
1. Greater
Noida, and Delhi
NCR
2. Warehouse in
vicinity
PROMOTIO
N
1. Digital &
Print Media
2.Promotion
through
websites and
word of mouth
3. SEO,
Display
advertising
4. Social media
campaign
PEOPLE
1. Hiring and
training of
employees.
2. RED LIGHT
FORMULA –
feedback
system
3. Hierarchy
independent
Promotions
PROCESS
.Standardization
.Meal
customization
.Implementation of
Feedback system
PHYSICAL
EVIDENCE
1. Brand Logo
2. NewGen
games for
customers,
while waiting
for orders
3. FOOD
CARD
4.Ambience,
and lightning

6. DIGITAL MEDIA
COMMUNICATION PLANAUDIENCE DELIVERABLE DESCRIPTION DELIVERY METHODS
Customers • Updated pricing
• Product arrivals
• Celebrity and
influencer
endorsements
Update the pricing page on the
website, and applications
Inform customers about new
products and updated services.
Website, food blogs,
and social media
(Facebook, Instagram,
Twitter), Aggregators
(Zomato, Swiggy)
Events • Theme based events
(festivals and seasonal
occasions)
Inform stakeholders about upcoming
events
Website, food blogs,
and social media
(Facebook, Instagram,
Twitter), Aggregators
(Zomato, Swiggy)
Media/ PR • Youtube video
• Print Ad Campaign
• Ad war
• Television Ads
Update the pricing page on the
website, and applications
Inform customers about new
products and updated services.
Inform stakeholders about upcoming
events.
Social medias,
influencers, affinity
groups

7. Digital Marketing Strategy Blueprint
◦ 3% to 6%: Size of our Sales
◦ Timely Marketing: Seasonal and Week-Based
◦ Week-based marketing (such as Wing Night, Margarita Night)
◦ Peak Season Spending
◦ Breaking It down into:
◦ Directional Marketing (Paid to Third-Parties)
◦ Incentive Marketing (Financial Incentive to Customers)
◦ In-House Marketing
◦ Feedback and Reviews

8. Creating a Restaurant Marketing Budget (Part 1) | Gourmet
Marketing. (2020). Retrieved 12 March 2020, from
https://www.gourmetmarketing.net/creating-a-restaurant-
marketing-budget-part-1/

9. BUDGET
Total Budget Rs.80,000
SERVICE NAME GENERAL SERVICE COST BUDGET ALLOCATED
1. Advanced search engine optimization (SEO) Rs.15000-1,00,000 PER
MONTH
Rs..20,000
2. SOCIAL MEDIA MARKETING (Twitter, Facebook, LinkedIn,
Instagram)
Rs.5000-Rs.1,00,000 per
account per month
Rs..10,000
3. Website design & hosting (including Landing Page setup) Rs.5000-Rs.2,00,000 per
year
Rs. 20,000
4. Content Writers and Food Bloggers Rs.500- 5000 for 500 words
blog.
Rs.10,000
5. Search engine marketing Rs. 5000-50,000 per month Rs. 20,000

10. #I_LOVE_DESI_BENTOS
CAMPAIGN
◦ Have your favourite meal at our restaurant and post the pic of your
meal at Desi Dentos with your friends at any social media platform
like Facebook or Instagram with our #
I_LOVE_DESI_BENTOS and get 20% off on your bill.

11. RECOMMENDATIONS
◦ Invite your fans into the conversation with Twitter polls
◦ Retweet celebrity endorsements whenever possible
◦ Provide an interesting Instagram experience by framing your products in a creative way
◦ Appeal to local markets with powerful video content that expresses your company values
◦ Utilize Facebook for quick and personal customer service