AMITY UNIVERSITY, UTTAR PRADESH

SESSION – 2017-20

COURSE – BBA(GEN)

PROJECT REPORT OF
INTEGRATED MARKETING COMMUNICATION (MKTG-314)

TOPIC - EVENT & SPONSORSHIP AND ONLINE &

MOBILE MARKETING OF VARIOUS RESTAURANTS
(2 STAR TO 5 STAR)

SUBMITTED BY: SUBMITTED TO:

RAJAT DIXIT (G-43) DR. VANDANA GUPTA
ANUJ KUMAR SHARMA (G-24)
SAMBHAV SINHA (G-60)
LAVANYA MOHAN (G-73)
MAYANK AGGARWAL (G-54)
SHIVANK PRATAP SINGH (G-44)
BONNEY TAKHELMAYUM (G-45)
ONLINE MARKETING

WHAT IS ONLINE MARKETING?

Online marketing is the practice of leveraging web-based channels to spread a
message about a company’s brand, products, or services to its potential customers.
The methods and techniques used for online marketing include email, social media,
display advertising, search engine optimization, Google AdWords and more. The
objective of marketing is to reach potential customers through the channels where
they spend their time reading, searching, shopping, and socializing online.

Widespread adoption of the internet for business and personal use has generated
new channels for advertising and marketing engagement, including those mentioned
above. There are also many benefits and challenges inherent to online marketing,
which uses primarily digital mediums to attract, engage, and convert virtual visitors to
customers. Online marketing differs from traditional marketing, which has historically
included mediums like print, billboard, television and radio advertisements.

BENEFITS OF ONLINE MARKETING

A key benefit of using online channels for marketing a business or product is the
ability to measure the impact of any given channel, as well as how visitors acquired
through different channels interact with a website or landing page experience. Of the
visitors that convert into paying customers, further analysis can be done to determine
which channels are most effective at acquiring valuable customers.
Analytics for web or mobile app experiences can help determine the following:
• Which online marketing channels are the most cost-effective at acquiring
customers, based on the conversion rate of visitors to customers.
• Which channels are effective at acquiring and driving higher lifetime value for
customers — such as email marketing, which drives repeat purchases to prior
customers.
• Which cohorts of customers exhibit strong engagement behaviour and high
potential for upsells — such as software or mobile apps, which expect to sell
more products to customers with high engagement.
ONLINE MARKETING TOOLS

There are a number of tools that can be used to build and maintain a robust online
marketing program:
• Email Marketing
• Social Media Marketing
• Search Engine Optimization (SEO)
• Display Advertising
• Search Engine Marketing (SEM)
• Events & Webinars
• A/B Testing & Website Optimization
• Content Marketing
• Video Marketing
• Marketing Analytics
• Marketing Automation
• Customer Relationship Management (CRM)
• Content Management System (CMS)
• Pay-per-click (PPC) Advertising
• LinkedIn Ads
• Affiliate Marketing

The broad online marketing spectrum varies according to business requirements.

Effective online marketing programs leverage consumer data and customer
relationship management (CRM) systems. Online marketing connects organizations
with qualified potential customers and takes business development to a much higher
level than traditional marketing.
Online marketing combines the internet's creative and technical tools, including
design, development, sales and advertising, while focusing on the following primary
business models:
• E-commerce
• Lead-based websites
• Affiliate marketing
• Local search
RESTAURANTS USING ONLINE MARKETING:

1. PURPLE GREENE, VASANT KUNJ, NEW DELHI

Method - Show Off What’s Behind the Scenes

What they’re doing: Aside from sharing high-quality photos of their delicious
prepared dishes, Purple Greene also regularly shares behind the scenes videos and
photos from what goes on in the kitchen.

Why it's awesome: These days, restaurant-goers love to see how the food gets
made in restaurant kitchens — in fact, there are countless extremely popular You-
tube series that spotlight how a restaurant makes a signature dish. You can easily
attract new guests by chiming in with photos or a video on social media showing how
food gets made in your restaurant. The best part is your kitchen staff are already
doing the work that your customers want to see; you just have to film it.

2. GO WITH THE FLOW RESTAURANT AND BAR, BAGA ROAD, GOA

Method: User Generated Content

What they’re doing: User-generated content, or UGC, is a restaurant's best friend.

UGC is photos, tweets, and other forms of social media made by your guests that
show your brand in a positive light. You can repost any UGC that you find online
about your restaurant, as long as you credit the original author in the social media
post GO WITH THE FLOW takes advantage of any and all UGC, including funny
memes that they either get an artist to illustrate, or put on a background that’s a
photo of their food.

Why it's awesome: In short, your raving fans are doing 95% of the work for you by
taking photos of your business or talking about it publicly. By reposting their content,
you connect with them and show other guests that you are in touch with your
community, while letting your customers hear from their peers, instead of from you,
that your business is worth visiting.
3. DESI VIBES, SECTOR – 18, NOIDA

Method – Online discounts and Online greeting e- mail

What they’re doing: Customers are generally hungry for the personal touch from
any point of place they visit. Desi Vibes takes a great advantage of this emotional
behaviour of their customers. When you visit Desi Vibes and fill up your details like
your Date of Birth, your Wedding Anniversary Date, your phone no. And more, the
restaurant uses that information and send you personalized text message and e-mail
on those specific dates and offers you 50% off on all those dates. They also make
you cut cake from there side and help to create the day even more special.

Why it's awesome : People often tend to try new places at different occasions but
Desi Vibes bind there customer together with them with personalized mails and texts
and giving them various offers that attract them to go back to them. This technique
helps them to make a large number of customer base.

4. THE JUNKYARD CAFÉ, CANNOUGHT PLACE, NEW DELHI

Method : Reach Out To Local Food Bloggers And Influencers

What they’re doing: One of the greatest Online marketing strategies today is
leveraging on the network of other businesses. Junkyard Café, leverage the network
of local food bloggers and influencers by connecting with them and getting them to
share content related to your restaurant. They give them incentives such as free
meals to get them to popularize there brand among their network. The Junkyard café
is one of the pioneer in this strategy. They also gives free sweet dish to their
customers who rate and comment on various food websites such as Dineout,
Zomato and more.

Why it's awesome : Customers today are way too precautious towards their choice
and visit places with great reviews only. Junkyard café uses these bloggers and
websites to make their customers believe and trust in them.