GRAND

CABANA
UNDERSTANDING SOCIAL MEDIA
STRATEGIES

BY LT 09 PGDM SECTION A
 GRAND CABANA
With the growing trend of outings, parties and even late-night parties in Lucknow, we
have seen a rise in the number of lounges and bars to cater to the best needs of the
people of Lucknow. The city today is flooded with small and big lounges catering to
all sort of income groups. The rise of social media and promotions through platforms
like Instagram, Facebook, YouTube and many other similar social media platforms.

Established in 2017, Grand Cabana, situated in Vibhuti Khand, Gomti Nagar is one of
the most prominent food and party joints in Lucknow. A part of Hotel Savvy Grand in
Gomti Nagar, the lounge cum dining Grand Cabana is a venue for upper middle and
high-end families of the city. Having a footfall of more than 300 people every day,
this place has distinguished itself from its competitors through their technique of using
the social media in a diverse manner.

Mr. Brijesh Kumar Jaiswal, the owner of Hotel Savvy Grand says in an interaction
that opening Grand Cabana was a decision never thought of. The businessman
diversified into the hospitality industry in 2012 when he incorporated this hotel. Over
the years and the changing trends, the top management decided to expand their
luxurious hospitality of hotels into restaurant and eventually into bar and lounge. This
is how in 2017, Grand Cabana came into existence.
Grand Cabana focusses on the millennials and Gen Z. Having rates in the menu on a
slightly higher side than usual, Cabana focuses on giving premium experience to its
customers. The marketing teams of Cabana believes in the principle of “Tempt and
Attain”. According to this self-developed principle, Cabana believes in tempting its
customers to visit and experience their hospitality by making its social media pages
very lively which makes the audience crave for more.

Having its presence on Instagram, Facebook and YouTube, Grand Cabana has seen
some significant growth over the years of using social media in its marketing
techniques. Not just This, but they are also on Swiggy and Zomato catering to the
online delivery systems. The success stories and strategies used are explained in the
pages further.
 COMPETITORS
Competitors are one of the main reasons for the development of any business strategy
by an organisation. The tougher the competition, the more are the chances and
opportunities for an organisation to explore its strengths and to grow further. The
marketing manager of Grand Cabana says that he thanks his competitors for helping
his team keep their working spirits high.

The major competitors of Grand Cabana are Molecule, Sky Bar Renaissance, Munick
Bistro and Bar, My Bar Headquarters, The Drowning Street and Lord of Drinks. All
these lounges are situated in a periphery of 5 kms in Gomti Nagar, one of the Posh
localities of Lucknow.

LOUNGE INSTAGRAM FACEBOOK

FOLLOWERS FOLLOWERS

Grand Cabana 3,593 23,867

Molecule 10.7K 12,746
Sky Bar Renaissance - 7,215
Munick Bistro and Bar 2,022 20,411
My Bar Headquarters 1,177 1,115
The Drowning Street 2,346 7,494
Lord of Drinks 1,079 1,133

ANALYSIS

It is clearly evident that the main competition at present stands between Grand Cabana
and Molecule, while Munick stands way ahead when we compare the numbers of
followers on Facebook. My Bar Headquarters, The Drowning Street abd Lord of
Drinks are newer places to visit but they are growing rapidly since these are chains
from the Delho NCR.
 SOCIAL MEDIA TOOLS USED
Grand Cabana uses both Instagram and Facebook to market its events throughout the
event for 2 years now. Creating its page in October 2018. Initially, the posts on
Instagram and Facebook were mostly about the food offers and other festive wishes,
but eventually, they started putting up quirky and eye catchy images of the parties
hosted by them. This is helped them increase the footfall up to 30%.

The company uses the following tools to promote their events throughout the social
media:

 Instagram Ads
 Facebook Ads
 Social Media Influencers

The target audience for Grand Cabana are the young, energetic and fun-loving
millennials and Gen Z of Lucknow. With the increase in the number of corporate
offices in the city, the number of parties around the city are also increasing. An add on
is the trend of using the social media for almost all the things.

A go through of the Instagram and Facebook pages of Grand Cabana explains a lot
about the social media strategies used by the company.

1. Regular updates about the upcoming events

2. Posting of photographs from last night’s party
3. Updates on offers
4. Connecting with Social Media Influencers of Lucknow
5. Coverage on YouTube by Social Media Vloggers
 DETAILS OF THE PAGE
INSTAGRAM

Total Number of Posts: 503

Average Number of Likes per Post: 94

Average Posts per Week: 7

The Instagram page of Grand Cabana is handled by their digital marketing manager.
He is responsible for posting about all the events taking place in the lounge. Not just
that, the team is responsible for creating posters for the upcoming events. Wishes for
all the festivals are posted on the Instagram page regularly without fail.

The look of their page is very aesthetic which calls for attention when someone opens
the page.
FACEBOOK

Total Number of Photos: 1,485

Average Number of Likes per Post: 81

Average Posts per Week: 7

Maximum Page Visit Time: 6pm to 11pm

All the posts are similar on both Instagram and Facebook. This is to maintain fluidity
in the promotion and thus not missing out on any person who is connected with Grand
Cabana in any manner.
ZOMATO

Having around 272 photographs on the online food delivery platform, Grand
Cabana enables its customers savour the delicacies through the app and thus
order the right kind.

The reviews from Zomato are taken into consideration to maintain the quality of
hospitality of the company. The marketing manager told us that reviews are the
most important help from the customers.
 INSIGHTS

 56% of the population which visits the page of Grand Cabana on

Instagram are Women. This is why it keeps focussing on offers
specifically for ladies.
 44% of the population which visits the page of Grand Cabana on
Instagram are Men.
 We see a balanced audience connected with the pages which means all
the genres of people are interested in the posts and events of the Grand
Cabana.
 The busiest hour of the day wherein there are maximum visits is around
6pm.
 The target audience is the age group 25-34 which is the working group in
the city. They are usually free on weekends thus major parties take place
on Saturday and Sunday.