Digital Marketing and Communications

Running head: DIGITAL MARKETING AND COMMUNICATIONS
Digital Marketing and Communications
Student Name
University Name

2DIGITAL MARKETING AND COMMUNICATIONS
Table of Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................3
Marketing Strategy of both the firms..............................................................................................4
Integrated Marketing strategy of the firm-Digital Marketing Problems for both the organizations
.........................................................................................................................................................6
Digital Marketing Plan for Café Coffee day....................................................................................7
Conclusions and Recommendations..............................................................................................12
References......................................................................................................................................13

3DIGITAL MARKETING AND COMMUNICATIONS
Executive Summary
The below report reflects about the digital marketing strategy of the organizations Café Coffee
Day and Fettayleh Foods. The given report also reflects that the digital marketing strategy of
Café Coffee Day is not that strong and the organization only utilizes 50 percent of its digital
marketing strategy. In addition to this, it can be also inferred that the website traffic of the firm is
also on the lower side over the last year. Due to this reason, an effective digital marketing
strategy plan has been recommended for the firm in order to improve attractiveness in order to
increase its customer base.
Introduction
A. Mission, vision and overview of the operations of the organization
Café Coffee Day is one of India’s biggest café chain which is owned by Café Day global
Limited. Currently, the organization operates around six countries across the world. Apart
from this, there are various subsidiaries of the organization throughout the whole world
(Cafecoffeeday.com 2018).
The mission statement of the firm is to become the best café chain across the whole world
by offering world class coffee to its customers at an affordable price.
The vision statement of the firm is to be the only office for dialogue over a cup of coffee.
The primary objective of the firm is to create a great ambience where the customers can

4DIGITAL MARKETING AND COMMUNICATIONS
enjoy themselves over a cup of coffee. The main tagline of the organization is “ A lot can
happen over a cup of coffee” (Cafecoffeeday.com 2018).
In case of Fettayleh Foods, the organization is the biggest meat providers of Western
Sydney. The organization provides high quality meat products to a range of customers
globally. Apart from this, Woolworths and Coles are their biggest clients.
The mission statement of the firm is to become the best meat provider across the country.
The vision statement of the firm is to provide high quality products to its customers.
Marketing Strategy of both the firms
The organization Café Coffee Day effectively uses different forms of marketing strategies in
order to gain an effective market share in terms of its competitors. The marketing strategy can be
evaluated with the help of 4p’s of the firm.
Product-There are various products that the organization Café Coffee Day offers to its
customers. The products are as follows:-
 Hot coffee
 Cold Coffee
 Quick Bytes
 International Coffee
 Smoothies (Cafecoffeeday.com 2018).
Price- The main aspect of the organization Café Coffee Day is that they offer products at
affordable prices. The organization keeps the prices of its products according to its demand in
that particular place.