MBA631 Digital Marketing: Fettayleh Foods Marketing Communication

This report assesses digital marketing tools for Fettayleh Foods, a family-owned business focused on providing high-quality Halal meat products. It suggests mobile marketing and social media marketing as key strategies to increase customer awareness and expand the company's target segment. The report details the advantages and disadvantages of each tool, including practical implementation examples such as using QR codes for mobile marketing and leveraging Instagram for social media engagement. It also discusses methods for measuring the success of these campaigns, such as tracking webpage visit duration, using SAR to measure customer actions, and monitoring mobile app usage. The analysis provides a foundation for Fettayleh Foods to strategically enhance its digital presence and achieve its growth objectives. Desklib provides access to similar solved assignments and resources for students.

Running Head: DIGITAL MARKETING AND COMMUNICATION `0
D A MAR A D C MM CAIGIT L KETING N O UNI TION

DIGITAL MARKETING AND COMMUNICATION 1
Executive Summary
Fettayleh Foods is a family owned business whose mission stands on providing high quality
meat products to the customers. According to them, Halal meat should be the first choice of
all the Australians and by better understanding the needs of customers, they are coming with
best outcomes consistently.
For the objective of expansion and growth, they need to use the digital marketing tools
effectively so that efficient advertising and promotion can be made.
In this report, two digital marketing tools are suggested for the company, which includes
mobile marketing and social media marketing. These tools are best to align with the strategic
objective of the company i.e. rise in the customer awareness and expansion in the targeted
segment.
The pro and cons of these tools are also being stated so that the company can use these tools
in an efficient manner. In addition, the practical evaluation of both the tool has been done
below.

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Table of Contents
Introduction................................................................................................................................3
Digital marketing Tools.............................................................................................................3
First digital marketing tool – Mobile Marketing....................................................................3
Second digital marketing tool – Social Media.......................................................................6
Recommendations......................................................................................................................8
Conclusion..................................................................................................................................8
References..................................................................................................................................9

DIGITAL MARKETING AND COMMUNICATION 3
Introduction
From the last 25 years, Fettayleh Foods is in the business of manufacturing high quality and
premium meats for over 20 years (Fettayleh, 2018). There products line includes various
range of products used by the several airlines globally as well as by the top class restaurants.
The company was established in 1994 (Fettayleh, 2018) and soon with the help of experience
and customer knowledge, it becomes one the biggest meat suppliers in the Western Sydney.
They provide a wide range of meat products to the customers with the affordable Halal meat
products to the food industry of Australia. For the general public and customers, they are
approaching via restaurants, airline and with the two retail giants i.e. Woolworths and Coles.
In this report, two digital marketing tools will be used by which Fettayleh can expand and
diversify its market in the today dynamic business environment. In addition, the
implementation of the tool will be shown through the practical work by using the selected
tool. Several recommendations will also be mentioned that helps the company in gaining the
organizational objectives.
Digital marketing Tools
In every organization, there are some periodic and dynamic marketing objectives, which need
to be achieved on a timely basis. In this digital and innovative world, many businesses and
organizations use digital channels to expand their business globally. Some of the common
tools of digital marketing that are used by the organization for gaining their objective are –
SEO optimization, social media, mobile marketing, email marketing and websites to connect
with the current customer and expand with the prospective customers (Royle and Laing,
2014).
First digital marketing tool – Mobile Marketing
The first digital marketing tool that can be used by the Fettayleh Food for expanding their
business and customer awareness in the current market segment can be the – Mobile
Marketing.
Mobile Marketing includes the communication with the customers using cellular or mobile
device. This marketing includes the tools of Multimedia Messaging Services (MMS) and
mobile applications. The connectivity in mobile not only help peoples to interconnect with
the internet via a cellular telephone but also merges different communication channels in a
simple and effective medium (Shankar, et al, 2010). It is one of the much cheaper and
traditional forms of marketing channel.
In the year 2002, the first mobile ad is communicated via SMS and by 2002; SMS become
the mass media for the purpose of marketing. Mobile marketing industry feels them in the

DIGITAL MARKETING AND COMMUNICATION 4
struggle situation when in 2007; Smartphone gets smarter due to the launch of iPhones in
2007 (Ström,Vendel and Bredican, 2014). However, after 2010 and later, mobile marketing is
continuously evolving.
This tool can fulfil the business objective of increasing awareness to the customer about their
product and the company as on continuous basis; the company is sending free discount
coupons and offer details to the user. With the help of mobile marketing, the company can
easily gain the customer attention and attract them to visit their product webpage.
The major advantages of mobile marketing are –
 Instantaneous – One can receive and absorb the message on the spot.
 Convenient – With the help of spontaneous action and compared to the traditional
media, the campaigns in mobile can be proved more convenient. The reason is that
there is very minimum and point-to-point content in the mobile marketing and also
the platform are world-wide acceptable (Watson, McCarthy and Rowley, 2013).
 Payment – As the continuous development in the digital field, the physical wallet is
replaced by a secure payment service. In this system, the customer does not need to
carry hard cash and hence pay easily via advanced mobile web systems (López-
Nicolás, Molina-Castillo and Bouwman, 2008). Online food ordering can help
Fettayleh Foods to make their order deliver soon.
 Efficient – The mobile marketing can be evaluated in terms of its efficiency such as
advertisement handling by issue coupons and carrying virtual information to use at a
convenience time.
 CRM (Consumer Relation Ship Management) – Mobile marketing can help the
organisation in increasing the potential of building a positive relationship with
customers. Mobile marketing follows a more personalised approach ion the art of
promotion and one can receive feedback instantly and this result in the two-way
communication with the customers and company (Barutcu, 2008).
The major dis-advantages of mobile marketing are –
 Diversification in Platforms – As mobile devices come in many sizes and shapes,
screen size never is the same, unlike the PCs and laptops. In addition, they also use
many different operating systems and internet browsers and therefore, it will be
difficult for the organization to create advertising campaigns for all.
 Issue in Privacy – As the mobile marketing involves the respective network or
device, privacy will always be a common concern (Varnali and Toker, 2010). The
marketing team communicate needs to handle this thing very carefully.
 Navigation – It is difficult to navigate on the mobile phones due to their small sizes
of screen and no mouse. In that case, most part of the ad may be untouched and this
will fails the mobile marketing campaigns. As Fettayleh Foods have a long range of
products, it is difficult to make it available on the one page of the device.
In mobile marketing, the use of QR code, mobile applications are the important part of
mobile marketing campaigns.

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Below, one of the mobile marketing examples is shown below that is made with the help
of QR code. Fettayleh Foods made a QR code linking to its website (shown below). They
also share this QR code image on their mobile application and all social media page. If
the customer wants to reach this link, he/she has to use a bar code scanner app to access
the hidden secret link (Chuang, Hu and Ko, 2010).
Web link - http://www.fettayleh.com/
This will help the customer to access to the company websites without typing the URL in
browser. Therefore, this will lead to in convenience and also help the organization to
create customers that are more loyal. The customer can also create different QR codes for
their respective product
For measuring the success of mobile marketing, the company can use the help of various
analytics like –
 The company measures the length of time a user spends on the webpage through
their browser. For example, the goal of their benchmark can be of 16 seconds.
 With the use of SAR which help the company to measure the customer or user
actions followed by a click on the advertisement i.e. calling a number and
requesting for the direction.
 Tracking of mobile app can also be the solution as a various number of customer
are choosing mobile apps over the web browsers for getting the content easier and
quicker.

DIGITAL MARKETING AND COMMUNICATION 6
 Therefore, an organization can keep test their mobile advertising campaigns and
so optimize it for the ROI with the help of this; enterprise can also measure
overall impact of the campaigns.
Second digital marketing tool – Social Media
With having great products and services, Fettayleh Foods expansion can also be credited with
the broad use of the latest techniques in digital marketing presents in the all forms of social
media like Facebook, Instagram, YouTube, Twitter and Google Plus (Tiago and Verissimo,
2014). This will not help the company in boosting sales but also help in increase of the
customer awareness.
As per the reports, most of the advertisement made of Fettayleh foods and product is done via
social media sites like Facebook, twitter, Instagram and Google plus.
For example, their Instagram pages contain a various advertisement of their products and
related photographs including varieties of different dishes, their link to access and several
educational videos.
In social media platforms, Instagram is chosen as a marketing tool for the advertisement of
the products of the company. One of the first photo social media platform founded by Kevin
Systrom and Mike Krieger in October 2010 is Instagram. In December 2010, it has gained
around 1 million users world-wide. In the year 2011, first worldwide InstaMeet happened and
around 150 million photos were uploaded (Salomon, 2013). With their innovative and
technological capabilities, they have also introduced v2.0 with four new filters. With the
continuous improvement, in the same year, they have also gained 10 million users (Highfield
and Leaver, 2015). However, Facebook purchases Instagram in the year 2012 and later on
resigned it in to a new form of social media.
The business objectives of company to expand their market nationally and globally can be
fulfilled by these digital platforms including Instagram. Fettayleh official webpage and
Google website contains links to their social media pages including Facebook and Instagram.
Therefore, by using the broad number of digital and social platforms, the company can able
to reach the global customer and thus reach to their strategic goals.
The major advantages of Instagram as digital tools in businesses are –
 As per the report of Facebook, over 1/3 of Instagram users used the app to purchase a
product online and this can benefit to the Fettayleh Foods company (Ridgway and
Clayton, 2016).
 Instagram Ad platform includes most advanced social media advertising targeting
option and this can be very helpful for the company to target a specific segment of
customer base.
 With help of the tracking system of Instagram, sales and leads can easily be tracked
which also shows detailed ROI. Fettayleh Foods can analyse with the system that how
many customers are looking for this or that product and therefore make product wise
strategy.

DIGITAL MARKETING AND COMMUNICATION 7
 One of the tools of Instagram also differentiates personal profiles and business profile
and this can help Fettayleh Foods to unlock the world of feature to promote their
business and products (Cooper and Naatus, 2014).
 With the help of Instagram, they can also able to follow up with the customers, which
will help them in strengthen the relationship with the potential customers.
The major dis-advantages of Instagram as digital tools in businesses are –
 Fettayleh Foods needs to pay important attention while posting the images of their
products as poor pictures can make people skip the peoples in their feeds.
 Not everyone is on Instagram or using mobile devices (Alper, 2014). That why it will
be advisable for the company to use any other social media platforms which have a
huge customer base so that to reach the targeted audience.
 Limitation of the content is also served as a disadvantage to using this digital tool, as
the company can only upload their product video up to 60 seconds, which may not be
suitable. In addition, the ideal length is also 138-150 character for the length of the
caption on Instagram whereas, for the purpose of advertisement, the ideal length of
the caption is 125 characters (Stout, 2018).
 The advertisement is more difficult on Instagram as com pares to other social media
platforms like Facebook. Instagram has also less option in narrowing down the
targeted audience (Ershad and Aghajani, 2017).
Below is a sample Instagram pager of the company Fettayleh Foods that includes the various
list of products on the page.

DIGITAL MARKETING AND COMMUNICATION 8
The Instagram page contains a various list of the products of the products including the
pricing and the web link so that customer or retailer can easily reach to them.
Recommendations
The business plan and market efforts of Fettayleh Foods should be a focus on the digital
marketing tools and increase the customer awareness and interaction. Other than Woolworths
and Coles, they should target more small numbers of retailers so that their products can reach
to the maximum number of customers. For raising the customer interaction, Fettayleh website
and social media page should contain more cooking tutorial videos of their meat products
(Zembik, 2014).
The IT department of Fettayleh Foods should also use a various analytical tool like Google
analytics (Plaza, 2011) so that they can make necessary improvement in their digital tools
platforms.
Conclusion
Fettayleh Foods is doing very good in the Halal products. Considering technology in the
future, Digital marketing can play an important role in the business model of Fettayleh Foods
and this can also lead to the expansion and growth in the business sector or industry of
Fettayleh Foods.
Fettayleh Foods are doing great in the food industry; however, there are still few marketing
and business aspects need to consider by the company so that to make their digital strategy
more advanced. Their business and marketing plan should be more integrated with the digital
marketing.
By approaching with all these aspects, the company can gain in fast order processing time,
efficiency in product delivery and higher customer satisfaction rate.

DIGITAL MARKETING AND COMMUNICATION 9
References
Alper, M. (2014) War on Instagram: Framing conflict photojournalism with mobile
photography apps. New Media & Society, 16(8), pp.1233-1248.
Barutcu, S. (2008) Consumers’ attitudes towards mobile marketing and mobile commerce in
consumer markets. Ege Academic Review, 8(1), pp.15-32.
Chuang, J.C., Hu, Y.C. and Ko, H.J. (2010) A novel secret sharing technique using QR code.
International Journal of Image Processing, 4(5), pp.468-475.
Cooper, B. and Naatus, M.K. (2014) LinkedIn as a Learning Tool in Business Education.
American Journal of Business Education, 7(4), pp.299-306.
Ershad, Z.S. and Aghajani, T. (2017) Prediction of Instagram social network addiction based
on the personality, alexithymia and attachment Styles. Sociological Studies of Youth, 8(26),
pp.21-34.
Fettayleh, M. (2018). Fettayleh Foods is redefining Halal Cold Cuts & further processed
meat in Australia and they are heading to a store near you. The Gulf and Middle East are
firmly on the radar at this year's Gulf Food Expo. Available from
https://www.gulfood.com/exhibitor-press-releases/fettayleh-foods-is-redefining-halal-cold-
cuts--further-processed-meat-in-australia-and-they-are-heading-to-a-store-near-you-the-gulf-
and-middle-east-are-firmly-on-the-radar-at-this-years-gulf-food-expo [Accessed 09/07/2018].
Highfield, T. and Leaver, T. (2015) A methodology for mapping Instagram hashtags. First
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López-Nicolás, C., Molina-Castillo, F.J. and Bouwman, H. (2008) An assessment of
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