Business Proposal for Digital Marketing Patrick Peque ID # 28140 702 Digital Marketing Stream 2 Assessment 1-1 The Role and Importance of Digital Marketing
INTRODUCTION We are in a new generation that everything that we like, everything that we want to know, or everything that we need is all in our fingertips. Back in the days, when we go the library, search an encyclopedia to know the answer to what we are looking for. Today s generation are very fortunate to have a technology that would answer all their questions, provide them with information that would help them understand their needs and satisfy their curiosities. Mobile phones, tablets, and laptops becomes a vehicle in creating an urge to discover and know more about these curiosities and satisfying it. From knowing the latest weather forecast, current traffic situation, to purchasing a new shoe. This is why many people of today are addicted to the internet, because they satisfy their cravings for information where they want it and when they want it. It gives us the sense of empowerment to control things and manage our life easier. Businesses are also taking advantage of this opportunity to reach out to their customers. Providing them products and services that would serve not just in a particular area but to a wider audience. Digital marketing plays an integral part on this process and become one of the important aspect of brand strategy. It helps the business understand how the customer behaves and act on it. It is an important tool on how we manage and do business. It allows a business to target their audience directly, communicate efficiently and reach a greater crowd for a lot less money (Rua Digital, 2014) In 2010, there are 2.8 millions of New Zealanders are connected online, highest at 25-34 age group (94%). Most of them are using it for internet banking, online purchases, accessed government websites, and social media networking wherein 66% of users made online purchases (Statistics New Zealand). Elderly individuals (65 years old and older) are not exempted to this online demand. Half of New Zealand s geriatric population are online usually doing online shopping, internet banking, or searching for health services (Statistics New Zealand). This means that people are open to engage in online transactions. They already have confidence in purchasing a particular products or services. Small to Medium Enterprises (SMEs) or companies with less than 20 employees comprises of 97% of businesses in New Zealand (Joyce, 2014) and based on MYOB Business Monitor Report, only 41% of SMEs operate a business websites and 32% are now using cloud products and services (MYOB Business Monitor Report, 2014) this create a big opportunity to help other SMEs manage their business and increase reach to their customers with the use of digital marketing. The survey also shows that 38% of SMEs with website shows inceased in revenue compared to no website at all. Confidence are even higher with businesses with both a website and social media site (Chapman-Smith, 2013) DIGITAL MARKETING IN FOOD DELIVERY BUSINESS The history of food delivery dates back few hundred of years during the time of Ancient Greece and Ancient Rome (Smith, 2007). Today, it has evolved in a dynamic way. Before, we use to call easy to remember telephone numbers if you want pizza to be delivered right at your door. The problem with this service is that you must have the idea of which food you want to order since you are just talking to the telephone. Nowadays, 2
food delivery can be done by logging in a website with images of food you want to order. Its interface allows user to interact and send their feedback about the products they have purchased or services they have received. Food delivery services are becoming more popular in Auckland since there are a lot of food businesses that expands their services to cater the need of an expanding market. New Zealand is a multicultural country that offers different kinds of food from Chinese, Indian, Malaysian, Korean, British, etc. Most of the authentic dishes are found in restaurants and food courts. I believe most of the people in Auckland have tried eating in food courts either in the mall or in certain town center around the city. There are more than 10 food courts in Auckland alone. This means that there are increasing interest for food that are affordable, delicious, and authentic. Central Auckland has had something of a boom in food courts in recent times - the perfect place for a no-fuss, tasty lunch, a pre-movie dinner, or a post-drinking refuel (Fisher, 2011). In the last 2 decades, there s a significant shift on how we do things, making our life more easy and convenient. Thousand of apps were made regardless if you are using android or ios devices. Information are now easy to get and customers have wide choices with the help of websites and social media like facebook, twitter, etc. In food delivery industry, many businesses are now taking advantage with this technology. Most companies are now hiring digital marketers to run the digital aspect of their business. Promoting their services to cater to a wide number of customers. One of the strategies in food delivery services is creating websites and apps that specifically target customers with different needs. There s a lot of food delivery in New Zealand that caters to different target markets. Some are food delivery that addressed specific demands like customers who need specific diet, in a hurry, or just want to eat. Food services not only provide food and beverages but also deliver satisfying social experiences. Digital tools can improve internal operations, attract customers, strengthen online sales and strengthen customer loyalty (Sonnenshein, 2014) Popular food delivery sites in New Zealand: www.myfoodbag.co.nz Every week Nadia and her team of Test Chefs dream up exciting and nutritious dinner recipes just for you. We like to keep things simple, so every week (or fortnight) we deliver the ingredients and recipes right to your door. You just open your food bag and discover what tasty meals you get to cook and enjoy. Simple. Healthy. Delicious. http://www.menulog.co.nz Menulog is New Zealand's largest online takeaway and home delivery website offering features such as: ability to ORDER FOOD ONLINE at many restaurants a quick and easy SEARCH to help YOU find your favourite restaurant the widest range of SPECIAL OFFERS and DISCOUNTS 3
ability to view most popular and top rated venues in our USER RATINGS section as voted by your peers ability to BOOK ONLINE for FREE at many restaurants www.angeldelivery.co.nz Food delivered with love. Angel Delivery brings wholesome, freshly prepared family meals and treats to the people you care about. www.dinein.co.nz! Thousands of meals delivered to NZers! 5000+ eating places at your fingertips! 600+ menus to view! Great deals, combos and discounts! Secure processing of all major credit cards! 100% NZ - keeping it Kiwi! www.foodrunner.co.nz Enjoy your favourite takeout delivered in less than an hour from just $7.50. Using our patented solution that incorporates GPS tracking, you will be enjoying great in-home dining, in a matter of minutes. www.eat.co.nz Every day we produce really good, delicious food that tastes exactly like it was cooked in your own kitchen. Then we deliver it direct to you. Fresh. Not frozen. Yes, we make it fresh to deliver it fresh, and we change our menus every week so you can be certain it doesn t come loaded with additives or preservatives to give it a longer shelf life. And, we don t cut corners! Everything is made by hand, using fresh ingredients, fresh vegetables, fresh herbs and real, proper, New Zealand meat... just like you would yourself. Our motto is, 'If you don't have it in your pantry, we don't have it in ours'. www.littleindia.co.nz Using recipes from the kitchen of our Grandmother Premjit Kaur Gill. Our menus feature authentic and delicious dishes from North India, especially the Punjab. View Little India's full range of authentic indian dishes by clicking on one of the food or drink options below. Our takeaway menu is available for pick up and delivery. 4
http://bellyful.org.nz Providing meals for families with newborn babies and families with young children who are struggling with illness. http://flyingtrestles.com We are a fully mobile contract catering company that goes to any location for weddings, events, private functions, film and TV catering. We are the best at what we do creating extraordinary food in extraordinary places. Anywhere. There are a lot of food delivery services already available in New Zealand that caters to different target customers but currently there are no food courts delivery services in Auckland. This will be a unique niche in the food delivery industry. KEY DIGITAL MARKETING DRIVERS IN FOOD DELIVERY BUSINESS ACCESSIBILITY - One of the most important aspect of digital marketing in food delivery business is the ability of the customers to access your website/app. The name should be easy to remember and the website should only display vital information and only what the customers need. Connectivity can also affect the overall customer online experience. A high-speed internet connection can increase adaptability to website/app and can further build customer loyalty and engagement. Several other digital marketing strategies should also be in placed to increase website access to target the right customers and therefore drive sales. FUNCTIONALITY - The website or app must be easy to use and uncomplicated. Since most customers are online using different medium, the website should also be mobile and tablet friendly. One factor that can affect the online experience of each customer is the ability to use the website/app efficiently and can serve its purpose. One powerful solution is to provide a dynamic online experience for your prospects and customers through responsive design. Responsive design allows you to deliver web experiences to any range of devices and screen sizes without losing quality. The content elements resize and reconfigure dynamically to meet each device s needs, rather than being fixed or unsuited for a given device (Wendt, 2013) ORDER PROCESSING - In order to create a good customer experience, the service should provide a fast and efficient delivery system. From processing orders from the website down to receiving food from their doorstep. The system should also have inventory in place to update concessionaires and monitor sales. 5
FOOD COURT DELIVERY SERVICE Food court delivery service is a unique way of taking food from food halls into your office, school, or residence. It is the first in Auckland and is different from other food delivery service in the country. It provides affordable and delicious meal where you want it and when you want it. It is ideal for busy office workers, students, or residents who don t have time to prepare food or simply tired of preparing food at home. It s a hassle free, convenient service that focuses of efficiency and on-time delivery. Customers have variety of international food to choose from and it is freshly cooked the moment you order it. The food court delivery services addressed certain issues. One of which is the limited parking spaces, crowded customers most of them have to experience long queues especially during lunch, limited chairs and tables, and problems in manpower to clean and maintain the facilities. The need of this type of service is important since the number of offices or business in New Zealand are increasing, many people want to make the most of their time, and customers are in continued pursuit of affordable, convenient and delicious food. By addressing this need, we can provide our customers a platform/website that they can use to order food and enhance their food experience with no additional cost. With this website, all concessionaires can manage all their menus and eventually offer discounts or promos. Customers will only need one website to remember regardless where they are in Auckland, only one website to follow up and keep track of the delivery. COMPANY OVERVIEW NZfoodcourt.com is a company that provides free food delivery service from food courts around Auckland. It gives fast, consistent, and convenient way of delivering food to customers who value their time and for people who just want to have a quick meal. It offers wide variety of food like Chinese, Indian, Korean, Malaysian, etc. dishes. The company would like to address the need for food delivery service either at home, office or in school. We are a team of highly trained food specialist that offer exceptional food service to our clients using website or app that would make their lives easier because we value their time and money. We are customer focused and service-oriented individuals that would not only deliver food but also provide a wonderful food experience with customers. It is unique and will be the first kind of service in New Zealand. The team of dedicated food service specialists will be responsible for monitoring, processing and delivery of ordered food from the website. They are also responsible for daily inventory and transaction with concessionaires within the food court. The website will provide not only food service delivery service but eventually create a database of food court concessionaires in Auckland in one website which was not currently being established. These are useful later on in expanding the business and help customer identify food courts that are nearest to them. 6
PILOT ESTABLISHMENT The pilot venue is DELICIOUS LINK FOOD COURT in Wairau Valley, Auckland. In one roof, they it comprises of 8 SMEs or concessionaires. A concessionaire is a business that has been given the right to sell something on property owned by someone else (source: meriam webster). List of Concessionaires: - That s Thai Tokyo Express Viet Malay Eat Indian Sunny s Korean BBQ Hot Pot That s Drinks Asian Express Physical Address: Delicious Link Food Court 19-23 Link Drive Wairau Valley North Shore 0627 Auckland, New Zealand Operating hours: 11:00am 9:00pm Daily Currently, they provide dine-in and takeaway only. There are no other food delivery services in food court in Auckland. There are more than a thousand business establishments within Wairau Valley which makes it more feasible to provide this kind of service since there are a lot of office workers, students, and residents within the area. People who work in an office would usually have an hour break for lunch. Some of them have packed lunch to save time and money, but most of them would go to nearby food court just to have a fast, affordable, and delicious meal. Food courts tend to be very busy during lunch hours, giving customers hard time to look for parking spaces, spending more time in long queues and looking for food to eat. The service we provide will help have a hassle-free lunch. The customer just have to log in to our website then place their orders and their food will be delivered right in their doorstep in less than 30 minutes. Not only that, they will have a chance to get exciting discounts in our weekly and monthly promos. 7
This project is initially open only in Delicious Link Food Court in Wairau Valley and eventually will be implemented in other food courts in Auckland. OUR SERVICES - Free food delivery service - Website promotion of 8 concessionaires - Offer discounts and promos for loyal customers - Honest, courteous and efficient staff - Provide advance orders for bulk delivery - Database of food court around Auckland Customers can either pay by credit card, debit/eftpos, or cash upon delivery. Giving them more options and making each transaction easier and flexible. Each customer is required to register upon creating an account. The account will provide list of transactions made, status of delivery, and promos to avail. When they avail of the service, customers will receive a SMS and email confirmation after ordering and will provide each transaction an invoice number to help them track the delivery. Unique selling proposition: Food delivery at its best because it is fast, affordable, and delicious. PROCESS FLOW Customer log on to: www.nzfoodcourt.com Customer complete the order form and indicate delivery address Orders are logged to a system and processed with SMS/email confirmation Customer receive the goods Packing and Branding 8
TARGET MARKET - Busy office workers who are ages 25-34 (Millennials), who are always connected online - Have experienced doing online purchases - Hates to drive and look for parking spaces to eat - Want to make the most out of their lunch break - Students who do not have packed lunch - Residents who are tired of doing usual house chores like cooking, washing dishes, cleaning and love just staying online looking for interesting stuff - Elderly customers ages 65 yrs old or more who don t have time and capability to cook for their own MARKET OPPORTUNITY Adapted from Statistics New Zealand Based from the data from Statistics New Zealand in 2010, there are 28 millions of New Zealanders are already connected online wherein 94% are ages 25-34, which are also called Millenials. Millennials are more connected to technology than previous generations (The Council of Economic Advisors, 2014). Most of them are using the internet for internet banking, online purchases, accessed government websites, and social media networking. Elderly individuals (65 years old and above) are not exempted to this online demand (Statistics New Zealand). This shows that New Zealanders are already have good experience particularly in online purchases. As with Small and Medium Enterprises, only 41% of SMEs operate a business website (MYOB Business Monitor Report, 2014). There are a huge opportunity for other SME to have website and to promote their businesses through digital marketing. The food court delivery services has a huge potential in capturing this market. Since customers around Wairau Valley are office workers and millennials, they are already the target market for this project. Since they are always connected and already know about the technology, it will be easy for them to get used with the website and eventually avail the services. 9
SMEs operating within the food court will also benefit since we are managing and promoting their own website. They can also customized product offerings depending on their need, increasing customer engagement and eventually increase sales. OBJECTIVES MISSION: To provide good quality service in food delivery industry by helping customers get the food that they want in fast and efficient way VISION: To become the preferred website of customers when they want food delivery Short Term Goals: 1. To generate online awareness of food delivery services using social media sites and site promotion 2. To try the food delivery service to increase customer loyalty and retention 3. To establish customer database for future promos 4. To convert customers in using the service Long Term Goals: 1. To increase new customers and encourage repeat customers 2. To engage customers in promos, activities, and discounts 3. To expand in other food courts in Auckland 4. To create database of food court concessionaires in New Zealand PROPOSED ONLINE MARKETING STRATEGY Creating a website Internet banner ads Social media marketing (Blog, Facebook, Twitter) Web blogs Email and mobile marketing WEBSITE DESIGN Design in web Facebook Twitter Instagram 10
Bibliography Rua Digital. (2014, August 14). Retrieved December 1, 2014, from Digital marketing: the importance and the benefits: http://www.ruadigital.com Statistics New Zealand. (n.d.). New Zealander's Connection with the Internet. Retrieved November 2014, from Statistics New Zealand: http://www.stats.govt.nz Statistics New Zealand. (n.d.). Retrieved from NZ Official Yearbook 2012: http://www.stats.govt.nz Joyce, S. (2014). Small Business Sector Report. Ministry of Business, Innovation and Employment. (2014). MYOB Business Monitor Report. MYOB. Chapman- Smith, B. (2013, October 24). Tech Savvy Hire More, Earn More - Survey. The New Zealand Herald. Smith, A. F. (2007). The Oxford Companion to American Food and Drink. Oxford, UK: Oxford University Press. Fisher, D. (2011, February 1). A Guide to Auckland's Food Courts. The New Zealand Herald. Sonnenshein, M. (2014, Oct 13). Gourmet Marketing. Retrieved Dec 1, 2014, from www.gourmetmarketing.com Wendt, A. (2013, July 13). Five digital marketing drivers that will transform your business. Retrieved from blog.wendtpartners.com The Council of Economic Advisors. (2014). 15 Economic Facts About Millennials. Executuve Office of the President of the United States. 11