This document compares the digital marketing of Marrybrown, a halal quick service restaurant chain, to its competitors KFC and Texas Chicken in the UAE market. It finds that Marrybrown has much lower social media followings and recommends improving this through market segmentation, targeted creative executions portraying the dining experience, and a media plan across Facebook, YouTube and Instagram including videos, images and hashtags. The proposed monthly cost is AED 6,000 plus additional video production expenses.

1. Marrybrown
Digital Media Presentation

2. Understanding the Brand.
Marrybrown is one of the world’s largest HALAL Quick Service Restaurant
chains. Carrying on the tradition of the established brand name from Malaysia,
Marrybrown has been serving great products in the UAE for 15 years. The
brand communicates to its customers under the tagline “The Ultimate Chicken”.
The restaurant is committed to serve the freshest and the best quality food
prepared and served by passionate employees who take pride in serving and
delighting customers with a truly memorable and quality dining experience.
Founded in 1981, Marrybrown serves ‘The Ultimate Chicken’ experience across
15 countries worldwide through a chain of more than 350 outlets. Founded in
Malaysia, the company has made it across the seven seas. Marrybrown opened
its doors to the people of the United Arab Emirates in the year 2000. Receiving
the most successful Malaysian Franchise in the UAE in 2011, it has been a
thrilling and successful ride in the past 15 years, and this is just the beginning.

3. Advantages of digital communication
over traditional methods
• Can be strategized with real-time data and analytics
• Freedom to optimize budgets by investing in performing campaigns
• Higher content performance and lead generation
• Improved conversion rates due to targeted traf�ic
• Way cheaper than traditional marketing communication
• Higher ROI from campaigns as digital required lower spend
• Excellent documentation and data storage for future analysis
• Can revoke and modify anytime without additional cost
• Higher consumer loyalty and opportunities to go viral

4. In this presentation we compare Marrybrown with 2 market leaders in the
region, KFC and Texas Chicken, and tries to take inspiration from their digital
marketing approach.
KFC Arabia on Facebook:
52,656,120 likes
52,658,736 followers
On instagram
360K followers

5. Texas Chicken Arabia on Facebook:
282,962 likes
283,080 followers
On instagram
2436 followers

6. Marrybrown on Facebook:
13,448 likes
13,482 followers
On instagram
1258 followers
This comparison shows there is a lot of scope for improvement for Marrybrown.

7. The approach:
Market Segmentation.
KFC reaped great bene�its in the market and grown into a global brand through
their segmented marketing approach.
Market segmentation is the process of dividing a market of potential customers
into groups, or segments, based on different characteristics. The segments
created are composed of consumers who will respond similarly to marketing
strategies and who share traits such as similar interests, needs, or locations.

8. Why is market
segmentation important?
Market segmentation makes it easier for marketers to personalize
their marketing campaigns.
By arranging their company’s target market into segmented groups, rather than
targeting each potential customer individually, marketers can be more ef�icient
with their time, money, and other resources than targeting consumers on an
individual level. Grouping similar consumers together allows marketers to target
speci�ic audiences in a cost effective manner.
Market segmentation also reduces the risk of an unsuccessful or ineffective
marketing campaign. When marketers divide a market based on key characteristics
and personalize their strategies based on that information, there is a much higher
chance of success than if they were to create a generic campaign and try to
implement it across all segments.
Marketers can also us segmentation to prioritize their target audiences. If
segmentation shows that some consumers would be more likely to buy a product
than others, marketers can better allocate their attention and resources.

9. Target Group segmentation
Customers in UAE can be segregated mainly into:
Emiratis and Arab Speaking population Filipino community
Indian Diaspora Other ethnicities (People from the
West and tourists)

10. Target Customer Insight.
Eating is a trendy social experience. The dining experience is not just about
food. A customer combines the eating with several other elements like having
fun, having a great time with friends or just unwinding with a tasty meal alone.
We use the current positioning statement of Marrybrown “The ultimate
Chicken” to connect with this insight. Through various creative executions
addressing different segments of the TG, we tried to say Marrybrown provides
you ‘The ultimate feel’ along with its product ‘ultimate chicken’.

11. Executions:
The social media has entirely moving towards Videos. Almost all recent
Facebook posts of KFC is small 2-5 second videos. Texas Chicken also using
Videos along with static images.
We suggest a mix of static posts and videos that would be created internally
using stock images and stock videos.
you ‘The ultimate feel’ along with its product ‘ultimate chicken’.

12. MP4 Movie Sample 1
Please view movie sample attached separately,
if system does not support movie on PDF.

13. MP4 Movie Sample 2
Please view movie sample attached separately,
if system does not support movie on PDF.

14. Static Posts

15. Media platforms:
Facebook
In my experience Facebook is still one of the best social platforms for travel
agencies and tour operators in terms of driving web clicks. Yes, there is a lot of
clutter you need to cut through but it can be done with custom audiences,
boosted posts, testing and planning.
Youtube
An updated YouTube channel for your business. Youtube functions as an effective
search engine as it carries various links. Content includes: Film snippets of tours,
holidays, customer testimonials, how-to-pack guides, destination reviews –
anything that aligns with your goals and your customer personas. Videos create
high level engagement. Youtube videos can be circulated through whatsapp and
carried on website.
Instagram
Instagram is the social network for millennials and younger generations. Being a
photo sharing platform, it is the best place to talk about a holiday. Right place to
post appealing photos of tours and awaken the prospective traveler’s
wanderlust. Couple up the great photos with popular hashtags, so the brand can
get discovered easily.

16. Media Plan
3-5 second GIF/MP4 videos – 8 Nos (Every month)
Static image promotions - 4 Nos (Every month)
Videos will be posted on Facebook and Youtube. Images will appear on Facebook
and Instagram. Content will be developed by the inputs given by the client. Agency
will monitor the reach of the posts and produce monthly report containing
activities and reach.

17. Monthly Cost:
Cost of facebook campaigns : AED 600
Cost of Instagram Campaigns : AED 400
Agency fees : AED 5000
Total : AED 6000
(VAT extra)
Cost of video footages, shoot etc. will be extra.

18. THANK YOU
PO Box 6712, Dubai UAE. www.publilinkdubai.com