Menulog's Marketing Strategies Analysis

This assignment requires you to critically analyze Menulog's marketing strategies. You need to examine various aspects like brand positioning, digital marketing tactics (e.g., social media, SEO), and customer engagement initiatives. The analysis should also consider Menulog's target audience, competitive landscape, and the overall effectiveness of their marketing efforts.

Running Head: Marketing 1
Communication Plan for MenuLog

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Executive summary
This report is the digital communication plan for famous Australian food Delivery
Company named MenuLog. The company provides ordered food to the customers on time and
that is the reason, this is the famous company among the customers. In order to cover entire
Australian market, company needs to adopt some communication strategies. This report will
analyze the current position of the company and perceived value by the customers in the market.
Along with this, report will also provide marketing promotional plan including marketing
objectives, target market and promotional communication mix. Budget for each promotional mix
elements will also be decided in this report.

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Contents
Background......................................................................................................................................3
Research methods............................................................................................................................3
Primary data collection................................................................................................................4
Secondary data.............................................................................................................................4
Current value analysis......................................................................................................................5
Value position framework............................................................................................................5
Marketing promotional plan............................................................................................................7
Objectives.....................................................................................................................................7
Target market...............................................................................................................................7
Promotional Communication mix................................................................................................8
Media.........................................................................................................................................10
Budget allocation.......................................................................................................................11
For online media marketing...................................................................................................11
For advertisement on channels...............................................................................................12
Events.....................................................................................................................................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
List of Figures
Figure 1: Research Methods............................................................................................................4
Figure 2: Value Analysis.................................................................................................................6

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Background
MenuLog is the largest online food delivery company of Australia. The parent company
of MenuLog is Just Eat. Headquarter of the company is situated in Sydney. MenuLog is famous
for the food delivery services of food as it provides the opportunity to the customers to choose
wide range of restaurants. Around 7,500 Australian restaurants are registered with this company
that provides a large variety of foods to the customers. MenuLog always has highest number of
online food orders in Australia. The reason behind the success of the company is the well-
structured marketing strategies of the company. According to Grant, Fernie and Schulz (2014),
digital marketing is the process of doing the business with the help of digital networks like
internet, online social networks etc. Now, this process of business is widely accepted in all over
the world (Menulog, 2018). This report focuses on the various research methods, value analysis,
target market and various marketing strategies for the company MenuLog. The basic objective of
the company by the marketing and digital communication plan is to develop a better food
delivery system in Melbourne. The report analyzes the brand value of the company and the
position of the company in the market by the value analysis.
Research methods
In order to ensure that the customers are pleased and their hopes are met, it is very crucial
to gather all the important information about the consumers. If the requirements and expectations
of the customers are known, then it will be very easy for the company to serve the customers in a
suitable way. So, examining about the requirements and needs of the customers is significant.
There are basically two types of methods by which the information can be collected (Roa, 2008).

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Figure 1: Research Methods
(Source: Roa, 2008)
Primary data collection
This is the course of gathering the new data which is very definite for the reason or
objective. In the case of Company MenuLog, the company gathered will meet the requirements
and satisfaction level of the consumers. The primary data collection method includes interview
and survey method in order to get the information. The survey is done with the help of the
questionnaire which includes both open as well as closed ended questions. The open ended
questions are included in the questionnaire so that customers can share their ideas and
viewpoints. The group decided for the survey is known as sample (Ghuman, 2010). The sample
size must be must be chosen correctly for getting better results. The interview could be either
telephonic or personal. In case of online food delivery business, the basis of primary data would
be sample or group from the staff, management or consumers etc. The primary data collection is
beneficial as it is basically intended in order to achieve the information about the research. Along
with this, other benefit of primary data collection is that latest information can be achieved. But
it must be noted that this process is time consuming and expensive. Further, quality of the
information goes down if the interview process is too lengthy (Riggio, 2014).
Secondary data
Another method is secondary data collection method. This is the information which is
previously gathered by any other researcher but could be useful for the present study also. There

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are various type secondary data i.e. internal secondary data and external secondary data. The
inner secondary data can be achieved from customer databases, sales records, and financial
information etc. The external secondary data can be gathered by the trade journals, periodicals,
professional associations, government publications, commercial data and national enterprises etc
(Creswell, 2007). In case of the company MenuLog, the source of data will be customer records
and the past information based on the reviews of the consumers. The benefits of secondary data
are that it takes less time and cost. Along with this, it also includes less effort as compared to the
primary data collection. Sometimes, the collected information may not be helpful for the recent
research due to out-of date data and accuracy issue etc (Lovelock, 2011).
Current value analysis
Value proposition is helpful for the company to develop brand image of the business
among the customers. In other words, by understanding the value proposition of the company,
customers are able to avail the benefits provided by the company. The value proposition of the
company MenuLog exists behind the tagline i.e. less talk, more eat. The benefits provided by this
company to the customers are discussed below.
As this is the food delivering business, it provides the customers the facility to order the
food online and delivers that food by the delivery person of the company. Customers are able to
order the food either by using the official website of the company or by the mobile app of the
company (Seo & Jang, 2013). Both, website as well as mobile application includes a large
variety of restaurants which offers various types of foods like Italian, Chinese, Indian, Thai and
Continental etc. The customers get food within 30 minutes of placing the order as the company
has many deliver people and one deliver person is engaged with one order with a time. This
makes the delivery person more efficient and helpful for them to provide the order of food on
time. By using the mobile app, customers are able to track the location of delivery person. The
company accepts both, cash as well as online payments from the customers. In current time,
customers want satisfaction as well as innovations from the companies. In order to stay
competitive in the market, it is important for the businesses to come up with the innovative
strategies that can attract the potential customers. The online food delivering business has all the
elements to fulfill the needs of the customers and to stay in the competitive market (Martínez,
2012).

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Value position framework
There are various catagories considered by the customers and those catagories are
functional value, emotional value, economic value, and symbolic value and end value. In the
company MenuLog, some effective values are provided to the customers. The company provides
the services under the discussed features of the consumer values.
Figure 2: Value Analysis
(Source: Qin, Prybutok & Zhao, 2010)
Functional value-
Company MenuLog provides food delivery services to the customers. This service is
convenient to the customers as they do not need to go anywhere for their desired food. This
service is more comprehensive rather than going to any restaurant for lunch or dinner.
Emotional value-
The service is attractive for the customers. The consumers are attached with the company
due to its offers, discounts and on time service.

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Economic value-
The service provided by the company provides financial advantage, saves time and is
innovative (Qin, Prybutok & Zhao, 2010).
Symbolic value-
Consumers connect the values to the status that the service provides. Either the status
may be related to social responsibility or may be derived from the brand (Kotler & Keller, 2005).
Marketing promotional plan
Objectives
By the present condition and the target market analysis, it is analyzed that the company is
doing well in the Australian market and it is seeking for the business expansion. The company
has covered most of the Australian market and it is mainly operating in the Australian market so,
company needs to develop an effective strategy to stay competitive in the market. MenuLog is
the most trusted company among the customers. It is observed that there is the lots of
competition in the Australian market for food delivery services and competitors are making
effective marketing tactics and communication in order to achieve competitive advantage in the
market. Based on the situation of MenuLog Company, the communication objectives are
discussed below:
 The objective is that whole market of Australia should be covered by the company with
its food delivery services. The target customers must believe the services of the company
for some benefits. This aim will be attained by gathering the relevant information of the
services (Hoskisson, 2009).
 Customers should use the services of the company. This objective can be attained by
enhancing the efficiency of the services.
 The objective is to target those customers who have never used the services of MenuLog.
This goal will be attained by enhancing the awareness of the company ampong the
potential customers. The advertisements will be done and various offers will be provided
by the company to target the potential customers (Vakratsas, Demetrios & Ma, 2005).

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Target market
The current century is the century of internet and technology. People in all the age group
are using mobile phones and internet for the daily purpose. Standing at this era, company
MenuLog has various opportunities to grow its business in the market. There are two segments
of the customers who are the target market of this digital communication plan.
The first target market for the Company MenuLog is the age group of 18 to 25 years.
This segment of target market includes basically school and college students. Currently, being
the age of technology, it is assumed that 90% of students of them use mobile phones and
internet, laptops, computers and tablets. It is observed that the customers of this age group have
high tendency buying variety of food online like Chinese and pizza etc. The money basically
comes from two sources. The school and college going students get money from their parents or
relatives. Along with them, some of them might be doing job while studying in the universities
and they can also buy the foods from their own money (Baker, 2014).
Another target market is the people are the age group of 26 to 40 years. People in this
segment are men and women who are doing job. In such case of people, money is not any issue
for them as they all are working people. As they are working people so they do not have proper
time to cook. Most of the time, they are always in a hurry to reach at their workplaces and that is
the reason, they buy food online on the regular basis. Apart from this, at the time of festivals and
parties, people do not like to cook food at their homes so they order food from hotels and
restaurants. All these situations give the chance to MenuLog to make these potential customers
to the permanent customers (Lee & Carter, 2012).
Promotional Communication mix
In order to provide relevant information related to products and services, promotional
communication mix is the effective way for the company. For the communication campaign,
Company MenuLog will use some tools and techniques in the business. Conducting marketing
communication campaign is crucial in order to target the customers effectively. According to
Kotler (2015), there are six key communication mix elements that can be used in the
communication plan. Those elements are events, advertisements, sales promotions, PR and
publicity, events, personal selling and direct marketing. The promotional communication mix for
the company MenuLog is discussed below:

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Advertisements-
In order to stay connected with the customers, company will launch various
advertisement campaigns in the market. For this, company can make its website more attractive
for the customers. Various offers and discounts can be also being displayed on the website so
that customers can visit on the official website and can avail those offers. By this idea, company
will be able to target more potential customers (Glowik & Smyczek, 2011).
PR and publicity-
In order to enhance the relations with potential customers, it is crucial for the company to
adopt some effective tactics. Because of the continuous advertisements on various print media
like new paper, company MenuLog will be able to create a strong impact on the customers.
People will feel that ordering food online would be beneficial for them. Along with this, by the
continuous advertisements company will be able to develop its brand image as the important
brand to buy the food online (Pavlou & Stewart, 2015).
Sales promotion-
In order to attract the potential customers, company does not need to focus on the sales
promotions. The reason is that because of extreme promotion and advertisements, discounts on
the process may impact on the brand image of the company. It is clear that MenuLog is famous
among the customers for delivering the food on time. For the sales promotion, company can
offers some gifts or vouchers with the delivery of food.
Direct marketing-
For achieving success in the operating market, MenuLog will focus on the customer
management and relationship program. For this, company can send emails to the potential
customers so that about new features and services can be informed to the customers. Direct
mailing will be helpful to the company to attract potential customers and retain the existing
customers (Peñaloza, Toulouse & Visconti, 2013).
Personal selling-

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Delivery person in the company are considered as the sales person who visit to the
customers. Company will have professional, qualified and friendly. For this manner, company
will also hire highly professional and friendlier sales persons or delivery persons in order to
deliver the food on time. By this, company will be able to develop customer loyalty in the
operating market.
Events-
There are various customers who like to get knowledge about various offers and services
provided by MenuLog. Company will provide various attractive offers like one more food item
with combo meal and discount on the prices on minimum orders etc. These offers will attract
more and more customers in the market. By conducting various events, company will be able to
provide good experience to the potential customers in the market (Lam & Harker, 2015).
Media
Based on the above discussion of promotional mix, there are some media tools and
communication tactics which will be used to achieve the communication objectives. In order to
attract potential customers and enhance the brand name in the market, Company MenuLog will
adopt various media platforms in the communication campaign.
Online media-
For the communication campaign, online marketing will be the most effective method.
Currently, online media tools are effective tools of marketing for the company and that is the
reason, the online marketing will be selected. Now, social media marketing is famous among the
customers. Social media marketing provides capability to the company to cover almost half part
of online marketing (Kosner, 2014). So, social media marketing will be used by MenuLog in the
digital marketing campaign. In the digital communication plan, YouTube, FaceBook, and
Twitter will be used by the company. The social media channels are both paid and unpaid
channels and provide various marketing facilities. It will be assumed that FaceBook will cover
55% of market, Google plus will cover 25% of market, YouTube will cover 22% and Twitter
will cover 22% of market (Luttrell, 2016).
Direct mailing-

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Email marketing will be effective in attracting the customers. By sending emails,
company can mail different commercials along with offer and concessions. So, email marketing
will cover 1% of market. This will be a tow-way communication method.
Outdoor advertisements-
In order to promote the online food delivery services, company will adopt some outdoor
advertisements and that will be a big part of media budget. Company MenuLog believes that
people are busy in their daily schedules so they do not have proper time to cook food. Company
will promote its services by various advertisements. It is assumed that every customer is busy is
going here and there and they will see the advertisements around them. Bus stops, Airports and
busiest will be suitable for the company to place the advertisements (Lake, 2016).
Television-
This communication medium is very effective to interact with the customers but this is
expensive also. Television will have an important role in the promotional tactics. Showing the
advertisements of provided services on Television will be beneficial for the company to target
the customers.
Newspaper and Magazines-
With the help of newspapers, company will be able to target the customers directly. By
placing advertisements in popular newspapers i.e. The Age, The Australian and Herald Sun,
company will be able to interact directly with the customers. This is one side communication
method to attract more customers (Soule, 2012).
Budget allocation
The budget allocation for the digital communication is discussed below:
For online media marketing
1. Campaign- FaceBook $6,000
YouTube $2,000
Twitter $2,500
Google Plus $2,000
Total social media campaign $12,500

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2. Email marketing $ 1,000
3. Google Ad $850
4. SEO marketing $2,500
5. Other online mediums $2,000
Total required budget for online marketing $18,850
For advertisement on channels
1. TV channels $100,000
2. Hoardings $70,000
Total budget $170,000
Events
1. Budget for events $100,000
2. Other events $30,000
Total budget $130,000
Total required budget for all campaign $318,500
Conclusion
This report is a marketing promotional plan for the company MenuLog along with digital
communications. The objective of this report is to deliver and communicate better values for
MenuLog services and for the target market. The core objective of this report is to develop the
marketing and digital communication plan is to develop a better food delivery system in
Melbourne. After implementing the communication plan, it is important for the company to
evaluate the plan in order to analyze the performance of the plan in the market. Overall, company
is doing well in the market and by this plan it will be able to achieve the organizational goals and
objectives.

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