Dr. Manahil PRICING & MARKETING PLAN IMPLEMENTATION
Running head: PRINCIPLES OF MARKETING MODULE 3 SLP 1
PRINCIPLES OF MARKETING MODULE 3 SLP 2
Trident University International
Lisa A. Quinonez
Principles of Marketing Module 3 SLP
MKT301: Principles of Marketing
Dr. Todd Senft
18 February 2019
Introduction
A ketogenic diet has been incorporated in the world after a long time spent on research. However, the integrated market communication approach related to social media marketing of the company needs to have a proper plan and tools so that the online presence of the company can be made sure. In this module, the three most effective tools related to the online presence of the restaurant will be discussed.
Online Competition
One restaurant in Las Vegas that could be considered as a competitor to The Keto House is Greens and proteins. Greens and proteins are gaining customers by utilizing customer reviews online. The restaurant has introduced a new feature of ‘Building your own meal' on their website which has increased the traffic on their websites. Paid advertizements are a part of their online marketing plan. They are located in five different locations in Las Vegas, which makes it more accessible once the customers are intrigued by the online presence of the restaurant.
Product
The Ketogenic diet is a high fat, low carb diet that focuses on meals that are made with non-processed ingredients (Wang et al., 2016). The Keto House will be operating in Las Vegas, Nevada. Although there are a number of restaurants that offer keto friendly meals in the Las Vegas area, The Keto House will only be serving ketogenic food for the diet specifically. The other restaurants available in Las Vegas at this moment do not specifically focus on keto diet however their menu and buffet manage the low carb requirements. Also, they do not have the menu to show the specific nutritional values, so there is no way to show that the food used in non-processed. The Keto House’s food menu will be prepared with the help of the onboard nutritionist and all staff will be educated in the ketogenic diet and macro needs.
Online Presence
Although the importance of online presence is gathered from the above-mentioned techniques used by Greens and Proteins, a proper program needs to be included related to the online presence so that the restaurant works with profit. A social media marketing team consisting a social media marketer and a graphic design will be made by the restaurant so that team keeps on coming with engaging content along with high-quality graphics which is good for the visuals of the consumers (Djukic, 2011). Other than this, all social media accounts will be made region specific so that the right consumers are approached. Social media accounts like Facebook ads that are targeted to customers who are in keto groups will be used for approaching the audience present on Facebook and get more traffic on the blog maintained on the restaurant's website. Also, some of the other social media marketing applications such as Yelp will be used in making the online presence assured.
Plan for Communication Tool 1
One of the basic tools used in the social media marketing plan will be Agora pulse (Bullock, 2018). Agora pulse is a very simple social media marketing tool which will make it easy for the marketers to go through all social media accounts including Facebook, Twitter, Instagram and snapchat easy. This will be important in saving the time of switching from one account/ tab to another. Social media inbox is the most promising feature of this tool which helps to answer the messages received on all social media accounts logged on through the application. The effectiveness of this tool will be measured with the help of time that will be saved with this application.
Plan for Communication Tool 2
Online presence is possible when the team has a proper plan made along with instant communication. To maintain an updated communication among the team, Slack will be used which will help in keeping the team, update along with the plan for social media marketing so if anyone would like to add suggestion’s they can easily message on Slack. The effectiveness of this application will be ensured by the professionalism of the employees involved in the management of the restaurant.
Plan for Communication Tool 3
Conclusion
To conclude, online presence is getting mandatory in the present time with the increase and upgrade of technology. Our Ketogenic food restaurant will be maintaining its online presence with the help of social media team using all social media platforms and other tools like slack and Agorapulse to keep the message among consumers consistent.
References:
Bullock, L. (2018). 10 of the Best Social Media Marketing Tools for Your Business. Retrieved from https://www.jeffbullas.com/10-social-media-marketing-tools-will-make-competitors-weep/
Djukic, S. (2011). The role and importance of social media in communicating brand value. Marketing, 42(1), 17-26. Retrieved from http://10.5937/markt1101017d
Lee, Yeji. "The Keto Craze: Charting Growth And Identifying Keto Product Gaps". Kerry.Com, 2018, https://www.kerry.com/insights/kerrydigest/2018/the-keto-craze-charting-growth-and-identifying-keto-product-gaps.
Wang, Jingjing et al. "What Consumers Are Looking For In Food Consumption: Implications From Market Segmentation Analysis". Agribusiness, vol 33, no. 1, 2016, pp. 56-69. Wiley, http://10.1002/agr.21473.
Bullock, L. (2018). 10 of the Best Social Media Marketing Tools for Your Business. Retrieved from https://www.jeffbullas.com/10-social-media-marketing-tools-will-make-competitors-weep/