Developing Social media marketing Strategy to Retain Existing Customers and Gain New Customers: A Case Study of Shamiana Cuisines of India

Professional Research Project
on
Developing Social media marketing Strategy to
Retain Existing Customers and Gain New
Customers: A Case Study of Shamiana Cuisines
of India

Abstract: Project title: Developing Marketing Strategy to Retain Existing Customers and Gain
New Customers: A Case Study of Shamiana Cuisines of India by Manish Kumar Airy. Major:
Graduate Diploma in Sales and Marketing. Academic supervisor: Beverly Taylor.
This research project is about to develop a strategy to retain customer and gain new customer
at Shamiana Cousins of India. This research project investigates the problems regarding retain
customers at Shamiana cousins of India and find a possible solution for retaining customers and
gain new customers via implement a social media strategy and digital media strategy. In this
manner, the current professional project during the graduate diploma of sales and marketing
aims to assess the role of social media marketing strategies to retain and attract customers in
the restaurant sector. The selected restaurant is famous for Indian food and this purpose; the
qualitative study has been conducted where the managers of the small restaurant have been
selected for collecting the primary data via interview method and rest of all data were collected
through secondary research. Furthermore, the outcome of the study shows that the corporation
can use appropriate strategies related to the same to generate the optimum outcome. It also
suggested that business should use social media strategies such as loyalty program, feedback
review and addition of new media to provide a continuous update for buyers. It would help in
retaining the existing customers and attract the new customers at Shamiana cousins of India.

Acknowledgement
I want to convey thanks to my professor, tutor and family member for their extreme support.
During the journey of this research, I also found valuable support from my friends and family
members, which made it possible for me to collect the data. I could not have done it without the
support and help provided by professor, tutor and other people. Thus, gratitude towards all
those who directly or indirectly supported me and made it possible for me to provide the
research on time.

Table of Contents
Chapter 1: Introduction................................................................................................................ 1
1.1 Background........................................................................................................................ 1
1.2 Research aim and objectives.............................................................................................2
1.3 Rationale of study.............................................................................................................. 3
Chapter 2: Theoretical review......................................................................................................4
2.1 Customer retention for Shamiana Cuisines of India...........................................................4
2.2 Marketing strategies applied for customer retention...........................................................5
2.3 Role of social media marketing strategies..........................................................................6
Chapter 3: Methodology.............................................................................................................. 8
3.1 Type of study..................................................................................................................... 8
3.2 Research design................................................................................................................ 8
3.3 Sampling............................................................................................................................ 9
3.4 Data collection................................................................................................................... 9
3.5 Data analysis..................................................................................................................... 9
Chapter 4: Results..................................................................................................................... 11
4.1 Introduction...................................................................................................................... 11
4.2 Results............................................................................................................................. 11
Chapter 5: Analysis................................................................................................................ of 12
5.1 Introduction...................................................................................................................... 12
Chapter 6: Conclusions and Recommendations........................................................................15
6.1 Conclusion....................................................................................................................... 15
6.2 Recommendations........................................................................................................... 15
Chapter 7: Implementation plan.................................................................................................17
7.1 Clear goals....................................................................................................................... 17
7.2 Implementation of strategy for each goal.........................................................................17

7.3 Resources (Human and financial) and risk.......................................................................17
7.4 Timeline........................................................................................................................... 18
7.5 Discussion of the plan......................................................................................................18
8.0 References.......................................................................................................................... 19
9.0 Appendix- Questionnaire.....................................................................................................22
List of figures
Figure 1: Internal factor; SWOT analysis of the business............................................................3
List of tables
Table 1: PESTLE Analysis of the business..................................................................................3

Topic- To develop a social and digital media to retain existing customers and gain new
customers in Shamiana Cuisinesof India (Chartwell, Hamilton, New Zealand)
Chapter 1: Introduction
1.1 Background
Social media marketing strategy plays a vital role to approach the mass of the population
in relatively less time (Ismail & Safrana, 2015). This demands businesses to have adequate
technological infrastructure and skilled personnel who can adequately handle the task related to
the promotion of the products and services. However, the selection of an appropriate marketing
strategy has a positive impact on customer satisfaction, which further enhances the loyalty
towards the organization. In this context, a relationship takes place between marketing
strategies and retention because it is a way to influence the existing as well as new customers
to attempt the repetitive actions in the context of buying (Kumar, 2010). Moreover, customer
retention is essential for the success and expansion of the businesses because consumers are
the king of the market who decides the success and failure by considering the quality and fast
delivery of products (Sashi, 2012). However, businesses require extensive efforts to get the
update from customers and modify the current products and services to increase their overall
satisfaction level. (Onsongo, 2016). Hence, customer satisfaction is the key to customer
retention, which is led by quantity, quality and pricing of the products and services.
Different marketing strategies such as personalized, digital, loyalty programs, physical
marketing etc. are used by companies to influence the customers which shape the appropriate
response of the buyers (Khan, 2012; Ismail & Safrana, 2015). In this context, digital and social
media marketing is the practical approach in the current competitive environment because the
current generation highly relies on the technologies and spends enormous time on social media.
Here, the marketing strategies are formulated in light of the external environment which is
created by the elements that are uncontrollable to an organization (Ibojo, 2015). In such a
complex and competitive environment, businesses focus more on integrated marketing instead
of relying on a single marketing strategy. This tends to consume enormous resources and time
of the management. In this regard, the hospitality sector is focusing on improving the ratio of
sales by using different marketing strategies where customers find it interesting to access a
particular brand and buy the specific products and services (Hill & Alexander, 2017). In the
contemporary competition, customers are the most critical pillars in companies’ activities where
the positive relationship of the business has become an essential aspect to derive the ultimate
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