Digital Marketing Report: Chefs of Tandoori - Second Innings Analysis

This report provides a detailed analysis of the digital marketing and communication strategies employed by Chefs of Tandoori, an Indian restaurant located in Adelaide. The restaurant, which re-established its business after a fire, faces challenges in leveraging digital marketing effectively, impacting r...Read More

Running head: DIGITAL MARKETING AND COMMUNICATION
Digital marketing and communication
Name of student
Name of University
Author note

1
DIGITAL MARKETING AND COMMUNICATION
Executive Summary
Chefs of Tandoori located in Adelaide is one of the popular Indian restaurants available
in the area. They are now following principles of digital marketing after the reestablishment of
their business after the devastating fire in 2011 that resulted into shut down of the business.
However, there are various lags in their digital marketing, which is causing them to face severe
challenges. Even after implementation of the new age marketing strategy, they are failing to
grow their revenue generation. It is primarily due to their lack of expertise in the particular area
and improper implementation of the strategy. Several areas in their strategies needs attention
such as social networking, online payment, web content and some other. The report justifies the
need of these recommendations and the process of implementation. Moreover, the report
suggests some digital marketing plans that might prove to be useful for the company in
developing revenue generation. Detailed description of the marketing plans shows that proper
investment on these plans can result in potential growth in the number of customer and the value
creation. Building new set of customer is more expensive than holding on to the good old
customer line. The plans proposed will also facilitate in building customer loyalty.
Table of Content

2
DIGITAL MARKETING AND COMMUNICATION
s
Introduction......................................................................................................................................4
Integrated Marketing Strategy.........................................................................................................8
Digital Marketing Plan..................................................................................................................10
Conclusion and Recommendation.................................................................................................15
References......................................................................................................................................16

3
DIGITAL MARKETING AND COMMUNICATION
Introduction
Digital marketing and communication has its impact in every possible industry one can
think of. It is now a primary mode of promotion for every business in this developing world
(Armstrong et al. 2015). Australia has already attained its development and a huge number of the
Australians are actively participating in social networking, regardless of age. They have
completely accepted the technological innovation and using it as an integral part of their social
life (Ryan 2016; Tiago and Veríssimo 2014). The selected business for the fulfilment of the
report is ‘Chefs of Tandoori – Second Innings’, one of the famous Indian restaurants present in
Adelaide. The key plans that are appropriate to address the situation are mobile marketing, SEO,
social media marketing, search ad campaign, email marketing and content marketing. The reason
of adding “Second Innings” is to demonstrate the revival of their business after the 2011 fire,
which caused them, shut down the business. The significant cause, however is to put essence in
the name as most of the customers are cricket lovers (chefsoftandoori.com.au. 2017).
Mission, Strategy and Operation of the Company
Harry and Sandy, the owner of the Chefs of Tandoori – Second Innings have came a long
way from India with their experience of working in five star hotels and restaurants in India and
abroad. Their primary mission is not only to make ‘Chefs of Tandoori’ one of the best Indian
Restaurants in Adelaide, but also the finest Indian Cuisines available in whole Australia.
For the completion of their mission, the company has done something no other restaurant
thought of. They have transcended the cultural and regional boundaries of Indian food and
accumulated all under a single menu to present the diversified flavours and cultural specialities
in Adelaide. This strategic implementation has surely paid them well as they are one of the top

4
DIGITAL MARKETING AND COMMUNICATION
known Indian restaurant present in Adelaide. Moreover, both the owners are cricket lovers and
incorporated this as an integral part to attract their customers. It facilitated them to build a
customer base that loves both Indian and the Australian cricket.
Moreover, they have implemented a diversified strategy for operating in the Adelaide
market. They not only serve as a traditional restaurant, but also accept online order through
mobile application. They have strategies to create value with this that would be discuss in the
later part. Besides, they take orders for all kinds of functions and parties
(chefsoftandoori.com.au/functions. 2017). They also have banquet service and prepared separate
menu accordingly to serve the customers accordingly.
Operational Area
The company operates not only in traditional table service, but also involve themselves in
organizing functions and parties or even serve banquets (chefsoftandoori.com.au/functions.
2017). They are now taking online order for better serve their customers. This is a great way of
influence the target customers in the competitive market as they are doing something different
from their competitors.
Major Competitors
A considerable number of Indians have opened their restaurant business in Adelaide that
are serving Indian food. However, they are limited to only one or two cultural cuisine. Taj
Tandoor, Namaste Nepalese Restaurant, New Indian Restaurant are some of the major
competitors that Chefs of Tandoori has in the market that have potential to challenge them
(dimmi.com.au. 2017).

5
DIGITAL MARKETING AND COMMUNICATION
SWOT Analysis
It is important to identify the strength, weakness, threats and opportunity posed by the
market and competitors for every industry. It helps the company in setting the marketing
strategies accordingly(Grant 2016).
Strength and weaknesses
While discussing about the strengths and weaknesses, it is worth mentioning that the
diversified food menu for both the table and the banquet and parties is their primary strength that
no other restaurant serve in the area of operation. On contrary, the massive fire that caused
complete shut down of the business for nearly a year has posed devastating impact on the
business (Bohari, Hin and Fuad 2017). Moreover, their food menu is prepared to attract the
Indian customers to their restaurant that could also be count as a weakness. The menu and the
strategy fails to attract the Australian origins.
Threats and Opportunities
The competition that other Indian restaurants pose on them is the biggest threat for the
organization. Some of the main competitors that are mentioned earlier in the report poses
accountable threat in their operation. On the other hand, the diversified food menu, online order
and booking, digital marketing and use of digital medium for value creation provides them
opportunity to grow faster. Moreover, growing number of Indians in Adelaide provide them an
opportunity. The business has prepared their menu to attract Indians belonging from every region
and culture that creates them opportunity to explore more. However, they need strategies to
attract the Australian population to their doorsteps (Grant 2016).

6
DIGITAL MARKETING AND COMMUNICATION
Current Digital Presence
The business has already made their presence in the digital world with incorporation of
social media marketing. Company has build their own website with details of their business and
the products and services available in their restaurant. Moreover, they have build mobile
application for their customers enabling them to order food online and book table in their
restaurant. They utilize their facebook other social networking pages to update their customers of
their latest events and promotion. What more the company do is to encourage their customers to
provide their expert opinions over these social networking sites to understand and modify their
services accordingly to meet the requirements. It also serves as a value creation process for the
company.
Current Marketing Strategy
They are following a different marketing strategy in their second opening. They are now
focusing on digital promotion, which successfully benefited them over this time. They are
utilizing popular social networking sites for both promoting their products and getting feedbacks
for the services provided to the customers. It facilitates them in value creation of their business.
In addition, their facilities for making purchase using the mobile application enable their
customers earn points that will provide them extra benefit on future purchases.
Product positioning
The well-organized company website successfully communicates the products and
services offered in their restaurants and specifically identify the target customer segment. Their
lucrative food menu distinguishes them from other similar businesses in the area and states
exactly why the customers should go for their product.They have properly positioned their

7
DIGITAL MARKETING AND COMMUNICATION
product in their website. The products and services are easy to find in their website and clearly
communicated to the customers.
Integrated Marketing Strategy
Marketing Challenges
Even though the company has implemented the core principle of digital marketing in
their business, they are failing in obtaining maximum benefits out of it. They are facing several
challenges in their operation. The above discussion shows that they are only focusing on
facebook as their social network marketing. There are various other platforms used by the by
target segment. Some of the popular social networks are Instagram, twitter, Pinterest they can
incorporate in their marketing strategy. The next identifiable challenge that the company face is
the poor quality of content in their website (Pulizzi 2012). However, they have successful stated
their offerings, target customers and the benefits; they fail to attract the customers due to its
dullness. While visiting their website, it was noticeable that the company has enabled their
customers to order over internet and delivery by Uber Eats. However, there was no facility
provided to the customers for making online payment. Beside these challenges, the company has
made a section for the customers to make any enquiries that also via email. No fast process is
incorporated to meet the customers enquires. These are due to their lack of knowledge in digital
marketing application and under qualification of the staffs hired. Necessary recommendations are
made below to overcome the challenges mentioned (Leeflang et al. 2014).
Recommendation and Justification
The most important issue that requires attention is the content on the website. It is said
that the first impression is the last. Hence, they need a more attractive website that capture the

8
DIGITAL MARKETING AND COMMUNICATION
customers’ attention and make them read the full of its offering. It is a part of strategic
marketing, which generates relevant, valuable and persistent content for attractingthe customers
and build customer base to generate revenue.Hence, the business should hire a content developer
with more knowledge of the field and can properly arrange the content and make it
interesting(Pulizzi 2012).
Making the staffs compatible for digital marketing is another necessary requirement as
every employee plays important role in promotion. Staffs’ customer service skills should be
develop accordingly to meet the need.
They are currently promoting their business only through facebook, which is a major
drawback for the business. The target segment explores other networking sites that are
mentioned in the above section. The company needs to tap into them as well for gaining desired
results. This requires more experts in the field of promotion to keep up tracking (Tuten and
Solomon 2014).
The company should start a help online help desk to provide fast assistance to the
customers. Email assistance is surely not up to mark for modern day digital marketing. They
immediately need to start customer helpline over telecommunication.
Online payment is another important issue identified in the report. Chefs of Tandoori is in
urgent need of enabling customers to make online payment. They need to make collaboration
with the popular payment channels like paytm or directly collaborate with banks for providing
safe payment options to the customers.
Finally, they need to advance their search engine optimization, as it is the first necessary
step towards digital marketing. This is a field, where the business is reluctant to spend money on.

9
DIGITAL MARKETING AND COMMUNICATION
They need to invest more in pay per click search marketing to reach the customers. Moreover,
they need to track the online traffic to develop understanding the flow of the viewer. It will help
them to understand the ration of interested and rejected customers (Kritzinger and Weideman
2013).
Digital Marketing Plan
The digital marketing ways have been embraced by the business organizations nowadays
not only to attract the customers but also to gain competitive advantage in business with ease and
effectiveness. Digital marketing is nowadays one of the most effective ways or marketing the
products and services delivered by a company, enhance customer satisfaction, and even allow the
company to generate good amounts of revenue in business. The online world seems intimidating
for the business organization, because it can help the business to grow and develop, furthermore
market the products and services with ease (Chauhan and Pillai 2013). The products and services
would be accessible to the customers online, just as the case of the restaurant here, for which the
customers could easily order the food items and get delivered to their doorsteps and even book
their seats prior to coming to the restaurant for enjoying a relaxing dinner. The digital marketing
has influenced the ways customers think and perceive the products of Indian restaurant of
Adelaide named Chefs of Tandoori - Second Innings by including mobile phones, display
advertising and even other forms of digital medium (Wymbs 2011). Within the business
environment in the present century, the competitors and potential customers have become online
and it proves that a proper digital marketing plan can make a business stay ahead and ensure
business growth consistently within very less time and with lesser financial resources.

10
DIGITAL MARKETING AND COMMUNICATION
It has been seen that visual content created by a restaurant always grabs the attention of
customers easily and they are influenced to try out the delicacies at least once. This act as free
marketing techniques, as a very less cost is required to do so and the efforts are also lower when
compared to other traditional marketing techniques (Miller 2012).
The objectives that were needed to be achieved included increase in sales revenue and
utilize the major performance indicators for tracking the progress of digital marketing. The
restaurant also wanted to retain the existing customers as much as they could for generating more
income and improve the business effectiveness. By implementing the digital marketing strategies
through use of content marketing, social media channels use, etc., the restaurant aimed for higher
traffic rate. This would be done by optimizing the search engine properly (Tiago and Veríssimo
2014). The company made sure that people who watch the advertisements and promotions done
through internet does not leave midway and rather check the entire website, furthermore continue
to the next steps to obtain more knowledge and information about the services offered by Chefs
of Tandoori - Second Innings in Adelaide. Thus, in order to achieve this objectives, the
organization decided to use few major assets for enhancing the effectiveness of digital marketing
techniques and make the India originated business to successfully function within the new
business environment in Australia (Holliman and Rowley 2014). Few of the major tools that
could be used were Social media marketing, Search ad campaign, content marketing, email
marketing, Search engine optimization or SEO and Analytics (chefsoftandoori.com.au 2017).
Social media marketing
The restaurant in Adelaide has wanted to engage with the customers and for that they
have chosen the social media marketing plan as an useful one. It has helped the organization to

11
DIGITAL MARKETING AND COMMUNICATION
gain more customers and even retained the existing ones. The social media marketing has been
added to the marketing mix elements of the company to increase the brand awareness and create
a sense of motivation to engage the customers with the food items offered by the restaurant
(Hyder 2016). Chefs of Tandoori - Second Innings has promoted its business by thinking like the
customers and made a clear statement for which the customers want to visit the restaurant.
People nowadays are most likely to involve with the social media networks and due to this,
social media marketing tool is effective for the business to grab the attention of customers easily
and allow them to focus on the food items offered (Chaffey and Bosomworth 2012). The
company has a Face book connected website where the cover page include photos of delicious
food items and customers enjoying the food. This is a quite relevant way of marketing business
for free and even the cover page can be changed anytime.
In Facebook, the tabs have been used to influence the users visit the restaurant. The tabs
are clicked on because those show the content and relevance of the website including few
popular food items along with menu items that are featured and food deals. The photos of foods
are posted on the Facebook page, which are liked by people and commented upon. The positive
feedbacks and responses of few customers make others look into the restaurant and try the food
items (Strauss 2016). Exclusive deals and offers on foods are provided by the restaurant for the
customers if they will like the page while social coupon promotions are used to create more fans
and followers, further make people share the deals with their families and friends and become
follower of the page as well. Ads on facebook suffer as good niche marketing tools that can
target specific groups of people within a particular geographic location while the embedded
videos could demonstrate he company’s sustainable approaches followed during the production
of food items. This would create positive mindset among the services users too (Järvinen and

12
DIGITAL MARKETING AND COMMUNICATION
Karjaluoto 2015). The negative comments and showing appreciation for the positive posts of the
webpage could create a transparent and friendlier persona online and engage more customers
easily. This would also promote word of mouth and with customers hash tagging about the food
items and the restaurant, the digital social marketing plan would tend to be successful for Chefs
of Tandoori - Second Innings (chefsoftandoori.com.au 2017).
SEO/Analytics
The Search engine optimization of SEO technique and Analytics could be used by Chefs
of Tandoori - Second Innings to create a Business webpage on Google and attract more clients. It
would be easy for people to locate the restaurant and even find out other details regarding
booking, menu and availability of seats of the restaurant online (Chaffey, Smith and Smith
2013). The customers would be able to Google the business name and find out information about
the restaurant. The organization should use Google Posts so that those could be accessible with
the help of Google and even allow the company to post a minimum of 300 words with a picture
of the food item for which the restaurant has been specialized (Baltes 2015). People would be
able to reserve, sign up, buy as well as gain offers and beneficial deals for every purchases made.
Additional links would be created by using the SEO and Analytics along with reservations URL,
which should save a lot of time for the staffs. Citations are important for generating more traffic
in the website managed by the restaurant. The FourSquare and Yelp listings should be managed
properly for creating a cost effective solution to customers services. The reviews should be
responded to properly and the restaurant would be able to create a strong online brand presence.
SEO could help too add menu in the search results and enable the customers to search the menu
of the restaurant on Google and immediately obtain results in the form of column wise list of
food items on the Google page only (Berthon et al. 2012).

13
DIGITAL MARKETING AND COMMUNICATION
Mobile marketing
The mobile marketing uses the sponsored bulk SMS services to reach more customers in
business and attract them quite easily. The providers of this service can be supported by financial
investments done by sponsors and thus the SMS sent to customers include the ads of the
sponsors. Mobile marketing allows for engaging the customers through surveys, pools and
opinions, there making them part of the business and identifying their needs properly. The SMS
sent to the customers include location-based deals that are irresistible for the customers and they
can even look out for the major deals offered by the restaurant within the operational area (Scott
2015). A mobile website could be created for enabling the customers to navigate through the
website, find out the products and even order those in case of pursuing a home delivery.
Nowadays, use of mobile apps could also reach wider audience group and target the younger
generation to know the recent activities of the restaurant. This would enhance brand awareness
and drive the sales for the restaurant too (Saravanakumar and SuganthaLakshmi 2012).
Email marketing
Emails could also be sent to the clients’ web mails where they would be getting direct
links to the website and look for the food items provided by Chefs of Tandoori - Second Innings
(chefsoftandoori.com.au 2017).
Content marketing
Developing content is an essential component of digital marketing that not only drives
the sales by attracting more customers, but also generates more profit in business. A blog can be
created for creating a pathway for generating more network traffic and share company related
information like the recipes, secret ingredients, etc. A short video consisting of the cooking

14
DIGITAL MARKETING AND COMMUNICATION
activities and sustainable approaches followed by the restaurant could also be a useful content for
spreading positive message to customers (Leeflang et al. 2014). Social media is an effective
platform that can help to personalize the content anytime and provide visual representation to
grab attention of customers. Therefore, these are the various tools used for creating an effective
digital marketing plan by Chefs of Tandoori - Second Innings to influence consumer buying
behavior and generate more revenue in business (chefsoftandoori.com.au 2017).
Conclusion and Recommendation
It is clear by now that the digital marketing implemented by the company is ineffective
due to its incompatibility to address this issues. New marketing plan is required for them to
develop customer base. The need to develop their website content and make it more attractive for
convincing the customers. Secondly, they need to increase their presence in other popular social
networking sites. Attention is also require in the mobile networking. They have tactically
implemented in encouraging the customers in placing online order via mobile application that
will gain them points. These points will benefit hem in future purchases. However, they did not
enabled them to make online payment that is necessary part of online purchase. The proposed
method described the necessary modification needed in mobile marketing. Other marketing
plans that are mention in the discussion are also relevant in gaining customers’ attention and
attract them for visiting the stores. Moreover, the proposed fast customer helpline for assisting
customers over phone will facilitate in building customer loyalty and value creation. Product
positioning is also important, as it will make it easier for the customer to find the right product in
the right place. It will increase the customer satisfaction level that will in turn facilitate in
building customer loyalty.

15
DIGITAL MARKETING AND COMMUNICATION
It could be concluded that Chefs of Tandoori that is located in Adelaide needs serious
modification in their current digital marketing process. The strategies incorporated by the
company is serving the company well. However, it is failing in growing the profit margin.
Modification required for the business are recommended in the report. It is recommended to use
the social media strategies to reaching wider audience group and attract more customers.

16
DIGITAL MARKETING AND COMMUNICATION
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Bohari, A.M., Hin, C.W. and Fuad, N., 2017. The competitiveness of halal food industry in
Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and Space, 9(1).
Chaffey, D. and Bosomworth, D., 2012. Digital marketing strategy. Implementation and
Practice.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing.
Chauhan, K. and Pillai, A., 2013. Role of content strategy in social media brand communities: a
case of higher education institutes in India. Journal of Product & Brand Management, 22(1),
pp.40-51.
chefsoftandoori.com.au/functions. 2017. Functions and parties. [online] Available at:
http://www.chefsoftandoori.com.au/functions.html [Accessed 27 Sep. 2017].
dimmi.com.au. 2017. Top Indian Restaurants. [online] Available at:
https://www.dimmi.com.au/restaurants-adelaide/indian-cuisine [Accessed 27 Sep. 2017].

17
DIGITAL MARKETING AND COMMUNICATION
Grant, R.M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Hyder, S., 2016. The zen of social media marketing: An easier way to build credibility, generate
buzz, and increase revenue. BenBella Books, Inc..
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kritzinger, W.T. and Weideman, M., 2013. Search engine optimization and pay-per-click
marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3),
pp.273-286.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal, 32(1), pp.1-12.
Miller, M., 2012. B2B digital marketing: Using the web to market directly to businesses. Que
Publishing.
Persaud, A. and Azhar, I., 2012. Innovative mobile marketing via smartphones: Are consumers
ready?. Marketing Intelligence & Planning, 30(4), pp.418-443.
Pulizzi, J., 2012. The rise of storytelling as the new marketing. Publishing research quarterly,
28(2), pp.116-123.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.

18
DIGITAL MARKETING AND COMMUNICATION
Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science
Journal, 9(4), pp.4444-4451.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Strauss, J., 2016. E-marketing.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.
Vasudevan, R., 2013. E-mail Marketing. Journal of Contemporary Research in Management,
5(3).
Wymbs, C., 2011. Digital marketing: The time for a new “academic major” has arrived. Journal
of Marketing Education, 33(1), pp.93-106.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of
digital marketing communications. Procedia-Social and Behavioral Sciences, 189, pp.335-343.