Digital Marketing Plan for Five Guys: Retaining Existing Customers and Loyalty

Resit MC5055 Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Current Digital Marketing audit...........................................................................................3
Digital marketing objectives..................................................................................................3
SMART objectives..................................................................................................................3
5S objectives of Five Guys.....................................................................................................4
Marketing plan strategy.........................................................................................................5
PESTEL Analysis...................................................................................................................7
Customer segmentation.........................................................................................................8
SWOT.....................................................................................................................................9
Online value proposition.......................................................................................................9
Tactical tools in marketing....................................................................................................9
Action required for implementation....................................................................................10
Control and Evaluation.......................................................................................................11
Legal constraint in digital marketing................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing plays crucial role in defining success of every business as it connects business
with its customers digitally (Kannan, 2017). It can be used by all types of business whether for
small, medium or large. By opting digital marketing, company can make aware about its
products and offerings across the world. The traditional marketing is restricted by geographically
and formulation of international marketing plan can lead higher cost, complex and labour
intensive. With formulation of digital marketing plan, it enables company in better understanding
of market and customers. This project report is based on Five Guys, an American fast food
restaurant chain that focuses on hamburgers, French fries and hot dogs, headquartered in Lorton.
The aim of this project report is to frame a digital marketing plan which covers various aspects
of digital marketing such as SMART objectives, setting up of strategy. In addition to that, it will
also address actions needed for implementation for plan. At last, it will include monitoring and s
objectives.
TASK
Current Digital Marketing audit
This term may be referred as investigation of all digital marketing efforts made by
company. There are various online platforms on which company promotes its products and
offerings. By promoting digitally, it can benefit company in saving of cost, time and efforts
(Ferrell, Hartline and Hochstein, 2021). Digital marketing is imperative for all types of industries
as it is effective and pocket friendly marketing tool. Five Guys is opting social media marketing
in order to engage with its customers . By this, company can communicate and takes feedback
for further improvement. It is beneficial as it act as a bridge between customer and company. A
strong social media strategy can help marketers in engaging with audience.
Digital marketing objectives
SMART objectives
Specific Measurable Achievable Relevant Time bound
To Retain
existing
This can be
measurable by
This objective can
be achieved by
It is relevant to
company's
3 Months

customers creation of
insights and by
comparing with
previous data.
formulation of
effective
strategies which
makes to retain
company's
customers.
objectives as it
contributes in
accomplishment
of objectives.
To attract
Potential
customer
This can be
measured by
collecting
information from
MIS of company.
This can be
achieved by
offering quality
food with lower
prices as
compared to its
competitors.
It is relevant as it
will help
company in
boosting sales and
in generation of
higher profit.
3 Months
To retain
customer loyalty
It can be
measured by
monitoring on
insights of
customer data.
It can be achieved
by offering
customers with
discounts and
cashback offers
so they do switch
other company.
It is relevant to
company's goals
as it company can
expand its
operations.
2 Months
5S objectives of Five Guys
Basis Objective Tenure
Sell Digital marketing directly
links with sales and revenue of
company and wants to boost
its sales by 25% in upcoming
three months.
3 Months
Serve Company wants to identify 2 Months