e marketing report

7/30/2019 E Marketing Report

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E-Marketing Strategy

Module Code: UGB 321

Individual Paper

Module Leader: Mr. Alan Charlesworth


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Executive Summary


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Table Of Contents


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1.0 Introduction

Objective of Developing the Report

The first and foremost aim of the report is for my clients Mr. Musa and Mrs. Aisyah to

understand the importance of an effective e-marketing and its benefits in terms of attracting

their desired clientele for their new venture The Restaurant. Furthermore the report is also

going to be highlight on the return on investment through the intensive marketing strategy that

internet provides in todays market.

Assumptions

Location- The Restaurant has been located right in the heart of KLs most lively street at 25

Changkat Bukit Bintang, 50200 Kuala Lumpur, Malaysia

Type of Restaurant- The restaurant is supposedly considered to be a high end establishment,

and will provide a very lavish environment as well as the most exquisite food for its customers.

The owner/chef Mr. Musa who has been working with several high profile restaurants around

the world is assisted by two other international chefs in this venture.

Target Market- Since KL is considered to be a hub for corporate clients as well as the biggest

attraction for tourists in Malaysia, the main targeted customers for The Restaurant are the

white collar officials as well as the foreign tourists.


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2.0 The Online Environment

2.1 Impact of the Internet on The Restaurant

Considering TR to be a brand new establishment with a homogeneous product and

service it has undoubtedly enough challenges in terms of brand recognition, especially

because its situated in the most happening place in Malaysia. Therefore strong and

unique brand development is highly necessary for TR in such a circumstance. Internet

is no longer the place that provided people with just information; today internet has

turned in to the most efficient tool for learning, viewing, socializing, paying, ordering,

tracking, advertising etc. Since TR is a high end restaurant, it does not quite need all the

services internet marketing has to offer, but incorporating some of the strategies in their

marketing model could help recognizing the brand much faster.

2.2 Impact of the Internet on Non-Profit Organizations

The internet provides a very wide platform to promote non-profit making organizations

and who are dedicated in helping the under-privileged. In this case, since Mr. Musa s

intention to operate a foundation scheme that will provide training positions to ten under

privileged youngsters could be very lucrative for the brand image.

2.3 Online Buying Behaviour

The customer buying behaviour can be best understood by the AIDA concept, even

though The Restaurant wont be carrying out any practical transaction online its main

focus is going to be on customer retention. The AIDA model concentrates on four

stages before a buying commitment, in descending order Awareness, Interest, Desire


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and Action. Even though all the four stages are going to be covered for maximum ROI,

but the main focus is going to be on raising Awareness and creating Interest, since The

Restaurant is a new establishment and does not have any history of marketing

whatsoever. Brand development will receive maximum attention throughout the whole

marketing plan.

3.0 Getting started online

3.1 Domain name

The domain name is the first step towards owning a webpage; an effective domain

name could make a brand/website highly recognizable in the internet which will be

discussed in details in the Search Engine Optimization (SEO). The Restaurant is

considerably a very generic name in the Internet; therefore it is slightly tricky to come up

with a very competitive domain name. As far as the domain name is concerned after

thorough research in terms of availability and considering TR as a domestic venture it

can be registered as the following:

www.therestaurantkl.com.my

Noticeably a suffix is added at the end of the domain name .my this basically narrows

down the search to the country in which the organization is situated which in this case is

Malaysia. But as an additional note if there is any plans of going international, two

domain names could be registered under TR as www.therestaurantkl.com.myand the

international being www.therestaurantkl.com the latter one could redirect potential

customers to the main site (local website).
http://www.therestaurantkl.com.my/http://www.therestaurantkl.com.my/http://www.therestaurantkl.com.my/http://www.therestaurantkl.com/http://www.therestaurantkl.com/http://www.therestaurantkl.com/http://www.therestaurantkl.com.my/http://www.therestaurantkl.com.my/


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3.2 Website hosting and developing web presence

Hosting a website is one of the major focuses in e-marketing, since The Restaurant is

going to be maintaining a very simplistic website in terms of content and number of

pages it should work fine with any Internet service provider at a very minimal annual

expense. However among other general server related issues only one is associated to

our website which is; speed, considering the target market, and the area of pulling

potential customers i.e. KL all the corporate offices and the blue chip companies

basically operate on high-speed internet connection. As well as the telecommunication

companies in Malaysia provide high-speed internet connection on their mobile devices.

Therefore the speed of downloading the website shouldnt be affected.

3.3 e-metrics

E-metrics and website analytics is basically a digital footprint of visitors or information

that can be gathered over a period of time regarding the effectiveness of a certain

website, from which it can also be assumed how well the particular website is doing in

serving the potential visitors purpose. In terms of The Restaurants website there the

attraction points would be its location, links to social media sites, its food specialities, its

chefs credibility, reservation option and any additional promotions for pulling customers.

Monitoring the traffic all these points could be an effective determinant of the

effectiveness of the website, additionally would also provide a room for site

improvement.


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3.4 Market research

In this case the market research is basically concerned about how adaptive people are

in terms of availing the services of restaurants online in a certain market. In context of

the The Restaurants market research it being a brand new venture, the secondary

research method should be adopted for now, which emphasizes more on the existing

websites in the market of the competitors and visitors response to them as sources of

information through the internet. Therefore at this stage Mr. Musa can concentrate on

only two Ps from the marketing mix which is the Product research- which helps in

determining brand positioning, customer perceptions, and special offerings of

competitors; Promotional research- which helps in learning and adapting or maybe

creating various promotional strategies while comparing with existing competitors.

3.5 Offline promotion

Even though promoting the website offline is not the main focus, since we want

customers to actually visit the restaurant rather than just the website. But its not

insignificant as well, since for many of the targeted customers who are unaware of The

Restaurant could have a virtual experience beforehand via internet thus pulling the

customers and making them interested in physically visiting the restaurant. The

following are some of the offline promotional ideas:

News Papers/Magazines- Specially the ones which has the most exposure to

tourists and corporate. e.g. airline magazines, tours and travel guides, financial &

business newspapers.


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Bank Advertisements- Sometimes banks advertise (via leaflets/newspapers) their

credit/debit cards and the additional facilities they might receive if they used it

e.g. discount in particular high-end stores or restaurants etc.

Reverse offline promotion- influence the walk in customers to sign up for

information online, offer in-store coupon promotions that will be emailed in an e-

zine once a week. A local restaurant has done this, and has created quite a stir

with their coupons. Once a week, they email out coupons for items like

appetizers, entrees, wine and take-out orders.

Radio- Malaysia as a whole nation is very active in tuning in to the radio;

therefore advertisements in the radio should be effective. Depending on the time

slot i.e. the targeted customers for TR is usually listening to radio during the

morning while going to work or in the evening during the end of working hours.

TV- Advertising on local cable television channels can bring in a lot of business.

It is relatively well priced and because its on TV it can amplify the sophistication

of the restaurant.

Word of mouth- Even though this can work both positively and negatively. The

only way to get positive word of mouth advertising is to provide an exceptional

product or service.Additionally it is assumed that Mr. Musas wife Ms. Aisyah has

affiliations with several blue chip companies due to her career, which could work

as a very big support in offline promotion.

Offline promotion has its assuring benefits, but since promoting the website is also a

part of the offline marketing, certain aspects should be considered in order to use the

internet as a tool for integrated marketing. All the promotions applied offline should be


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synchronized with the online restaurant website as a link, e.g. contents/jargons in the

coupon, opening date of the restaurant, special items on the menu, declaration of

hosting any special events for instance the Valentines Day etc. This practice helps

creating brand recognition and makes it easier for customers to search online.

3.6 Search Engine Optimization (SEO)

4.0 Website Development

4.1 Website content and management

Before deciding to develop a website and its content there are three general issues that

needs to be considered which are the following;

Presentation- Keeping in mind too flashy webpage may sometimes come across

as unprofessional and below standard. Therefore keeping the genre of TR in

mind the website should be kept simple, but effective. Plus considering the

targeted customers, the webpage should simply direct them to the objective of

their visit; once the objective is secure further perks can be offered. Technically

the website should be designed considering the fastest download time, while

maintaining uniformity. It should contain a fine combination of effective

descriptions of the head chefs credentials and pictures of the food and interior

environment (optional) which lures the customers into experiencing the

restaurant in person.


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Usability- There is basically three main questions the targeted customers might

have among other queries when they visit the website of a restaurant, they are

Where is it located?, The type of restaurant and its cuisine? and Options on

reservation?, once these interests of the visitor is not met they usually end up

leaving the website, therefore it is very crucial that the webpage designer comes

up with answers to these questions within the first two clicks on the website.

Testing- As soon as both the points have been addressed the site should be

tested on technical grounds, its performance on different browsers, computer

screens or mobile devices, download speed on various internet connections.

Based on our assumptions about The Restaurant and comparison with some of the

existing fine dining restaurants website in KL the following are some of the

recommendations for the contents to include in the website:

Content (essentials)-

1. The restaurant name and address perhaps with a link to a map to locate it.

2. Cuisine of the restaurant.

3. Chefs credentials.

Side links to:

1. A glimpse on the menu, and the chefs specials.

2. Online reservation with spaces for details necessary for reserving a table or

conducting an event including the operating hours of the restaurant.

3. Contact information which might include the map, a photo of the credit cards the

establishment accepts (no online payment) as well as a box for posting resumes


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for online job applications encouraging candidates especially from Mr. Musas

hometown.

Additional links that could be included in relation to modern practices:

1. Share the website with a friend option via e-mail.

2. Like us on Facebook and Follow us on Twitter.

3. Feedback or Enquiries.

4. Opening promotions e.g. welcome drinks, complimentary appetizers for advance

reservation.

All the suggested contents have been mentioned above keeping in mind the minimum

management necessary to maintain the website. In fact, with simple training the

restaurant manager could manage the active contents of the website effectively, i.e.

reservation, managing the social sites.

4.2 Online Credibility

Online credibility is basically the impression made on the visitors online, because in the

internet an organizations website is the closest insight its customers perceive about the

establishment. Since The Restaurant is new in the business, there is not much room

for online credibility for the restaurant as yet. But as mentioned earlier Mr. Musa could

initially introduce his credentials as an international chef and his plans on the website in

order to build personal customer relationship instantly and create a brand image. An

example can be seen on the webpage of a contemporary fine dining restaurant in the

JW Marriott Hotel located in Kuala Lumpur namely Third Floor

(www.thirdfloor.com.my).


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4.3 Legal Considerations

Since the website is not engaging in any form of financial transaction nor any prices or

taxes are mentioned, there are not much legal issues to address. However, since in the

reservation page the customers have to share personal information for legitimacy, the

website must have a privacy statement committing in keeping the users data private

along with the general copyright which determines the ownership of the website.

5.0 The B2C Online Presence

5.1 Niche Market

5.2 Permission Marketing

6.0 Online Advertising


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Monthly Strategy-

1st month agenda- Discuss and identify the contents to be included on the webpage,

and the various e-strategies to be implemented. Booking for advertisements in local

TVs and Radios for commercials should be done, since it takes them roughly 3 months

to air them.

2nd

month agenda- Develop the webpage, while simultaneously pursue with offline

marketing of the restaurant.

3rd

month agenda- Statistical feedback on the practicality of the webpage and analyze if

desired customers are being pulled.

e marketing report

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