Foodora E-Marketing Plan: Strategies, Budget, and Evaluation

This report presents an e-marketing plan for Foodora, an Australian-based online food delivery company. The plan focuses on expanding the business to serve customers living within 20km of main cities. The report includes an executive summary, introduction with mission, vision, objectives, and SMART goals. It details the marketing environment, projected ROI, and a situational analysis using SWOT. The e-marketing schedule outlines initial investment and cost classifications (conversion, awareness, and acquisition). Strategies discussed include website content, customer registration, offers, and order management. The plan also covers e-marketing monitoring strategies and evaluation tools, and provides a list of references. The goal is to attract new customers and increase market share. The plan highlights the competitive landscape and the need for effective digital marketing to achieve Foodora's expansion goals.

e-Marketing Plan

Table of Contents
EXECUTIVE SUMMARY ...........................................................................................................3
INTRODUCTION ..........................................................................................................................3
Situational analysis:.........................................................................................................................4
E-Marketing schedule - ...................................................................................................................4
e-MARKETING STRATEGIES & ACTION PLAN......................................................................5
Budget &Costing for the e-Marketing plan ....................................................................................6
E-Marketing strategies & technical issues.......................................................................................7
e-Marketing monitoring strategy & evaluation tools.......................................................................7
REFERENCE & SOURCES .........................................................................................................9

EXECUTIVE SUMMARY
Foodora is an Australian based online food delivery company which basically offers
meals from the selected 9000 restaurant outlets in the 8 worldwide countries such as Australia,
Germany. France, Italy and Spain. Company has decided for Outbound food delivery service for
people who are living maximum 50 Kms away from the main city where service is operated.
Foodora has also decided the people who are living minimum 20 Kms away from the city and
not able to travel daily into the main city for the eatable purpose. Hence, the focus is lies on such
target market. The key objective of the e-marketing plan is to create and develop the strategies
required for the establishing such expansion idea and structure.
INTRODUCTION
Initial consultation outcomes - It was found that Foodora is the fast growing and
developing food delivery company all over the world. It is important to plan and develop the
expansion of the business. Foodora has decided for expanding the business within the 20 Kms
away from the main cities.
Mission, Vision & objectives - The mission is “Let people enjoy their choice of food at
their own choice of place”. The vision is “Make everyone aware of the company even living
outside the cities”. The main objective is to serve people with the best services at the most
affordable cost. The major focus is lies on acquiring the large proportion of the market.
Summary of strategies & tactics to be used - Foodora will adopt the digital marketing
strategy to attract the customers and buyers such as google AdWords, newspaper advertising and
pamphlets etc. Company has apps/website for serving their products or services, for this Foodora
has decided to update their delivery navigation system and other logistics. The objectives can be
understood with the help of the SMART concept which are as follow:
SMART includes:
Specific: Goal and target should be specific, considerable and based on the relevant
knowledge and information about the future.
Measurable: It should be measurable in terms of time tenure and to know whether it is
achievable or not.
Agreeable: It involves the decision within the stakeholders on what goal should be
achieved.

Realistic: It shows that how target or goals are linked to the resource such as time,
materials and manpower etc.
Time based: It shows that whether time is enough or not to achieve the set targets.
Summary of marketing environment - Now a days, food delivery service has become
trend in the market. As it has huge scope in the market and will provide great employment to the
common people. People can order food from their choice of the restaurants and food parlour.
Projected outcomes of return on investment - Company has raised budget of $500000
Australian dollar, on which projected return on investment(ROI) is estimated as the minimum 27
percent of the initial investment made.
Situational analysis:
It will include internal or external environment factors for the analysis of the idea and
business opportunity. The SWOT will be performed in order to know the strength, weakness,
threat and weakness of the Foodora.
Strength - Company is engage in the food delivery services which is very unique and
become trends for the better business opportunity and helpful in the generation of an
employment.
Weakness - The main weakness is that company would need funds from the investors, as
revenue sources are less.
Opportunities - Acquiring the customers within 20 Kms from the city would create
opportunities for the company to gain and attract more number of the customer or food lovers.
Threat - Lack of funds and investors is the main threat for the Foodora. Local
infrastructure policies and condition is big threat for the company.
E-Marketing schedule -
e-
Marketing
Activities
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Wee
k 9
We
ek
10

Blogs
X X
Curate and
share
content
X
Get
customer
review X X X
Become
active on
the social
media
X
Internet
competition X X
e-MARKETING STRATEGIES & ACTION PLAN
Product strategies: Product and services of the Foodora is unique and perfect business
idea. Company has committed for providing food delivery which is their focal product to the
people who are living within the 20 Kms away from the major cities of the Australia such as
Adelaide, Melbourne, Brisbane, Perth, Hobart, Sydney and Canberra etc. The major strategies is
to provide best product or services with the accurate packaging and to the customers on the
suitable prices.
Price strategies: Foodora has decided to set the nominal pricing strategy to cover their
cost of investment and bearing the restaurant partnership pricing. Company will provide the food
delivery to the outside cities location till 20 Kms on the delivery fees to lower down the price of
the food.

Promotion strategies: Print media using the newspaper, magazine etc., pamphlets and
internet is considered as the most suitable strategies for the promotion development of the
Foodora. Foodora will give discounts & offers and coupons to the customer on their initial
ordering of the food.
Place strategies: It involves the distribution channels through which food and services
will be delivered to the customers or food lovers. Foodora has decided to build a common centre
outside the city through which order will be distributed to different delivery executives for
delivery in the different location.
Budget &Costing for the e-Marketing plan
In context with the Foodora, company needs to prepare and formulate the budget and
costs for the purpose of knowledge regarding the investing funds in the different variables such
as conversion, acquisition and awareness costs. The prime purpose behind the formulation of this
budgetary is to know the return on investment after the spending of the funds on the operation
activities of the Foodora.
Particular Amount (In $)
Initial investment $60000
Classification of costs
(A) Conversion Costs
Research firm fees $4,600.00
Web research $1,100.00
Independent research $900.00
Other research $500.00
Total costs $7,100.00
(B) Awareness Costs
Promotional brochures $750.00

Television $20,000.00
Radio $4,550.00
Web design/display $350.00
Total costs $25,650.00
(C)Acquisition costs
Hiring manpower $2500
Training & Development $4000
Selecting delivery executive from vendors $3500
Total costs $10000
(D) Sum of all total costs(A+B+C) $42750
(E) Estimated Sales achieved $80000
Net profit (E-D) $37250
ROI ( Net profit/investment *100) 62.08%
E-Marketing strategies & technical issues
In context with the Foodora, there are various strategies or issues which needs to be
discussed regarding the matter of e-marketing of the business idea of the Foodora. In the area of
online food delivery service, there are various aspects/points which are as follow:
Website content & search ability: Foodora service should create or add relevant content
and information regarding food item on their websites, Apps or any portal etc. Information and
content should be legally checked and written according to the prescribed laws or regulation.
Customer registration: This is the major issue which every food delivery company faced
in the login of the customers. It depends on the technology usage of the company or this happens
Coupon codes, offers & rewards: This is the one of the most important aspects which
needs to be discussed. It was observed that coupons, offers and discount generally attracts the

customers to order foods from the restaurant outlets. Foodora needs to give the offers, coupons
and discounts on the monthly basis to maintain the base of the order from customers.
Order forms and feedback: Foodora needs to make ensure that order and feedback
should be in the proper manner. Order's of the food directly shifted to the restaurants outlets and
company informs regarding the pickup of the cooked to the delivery executives to deliver at the
customer places. Foodora needs to maintain the order and feedback from the customers via
websites/Apps or portals etc.
e-Marketing monitoring strategy & evaluation tools
In context with Foodora, there are various monitoring strategies which is required to
evaluate and monitor the e-Marketing strategies adopted for the purpose of formulation of the
digital marketing plans. It is considered as the complete process which is described as follow:
Evaluate your digital marketing goals - In this strategies, there is a need of specific
examination of the set goals or targets. Digital marketing goals include: size of the social fan
base, positive reviews received, preferring your brand name over the social media.
Re-examine your customer profile - It is to make sure that good digital marketing is the
foundation of the series of the well-constructed customer profiles. For Foodora, company needs
to set some idea of their target market such as demographics, interests and web activities etc.
Take a look at digital presence - It involves the re-examine of the target markets for the
products or services. For example, if you launch any digital marketing campaign, you need to
look at the re-examining of the targets market strategies of the company.

REFERENCE & SOURCES
Kalyanam, K. and McIntyre, S., 2002. The e-marketing mix: a contribution of the e-tailing wars.
Journal of the academy of marketing science. 30(4). pp.487-499.
Krishnamurthy, S., 2006. Introducing E-MARKPLAN: A practical methodology to plan e-
marketing activities. Business Horizons. 49(1). pp.51-60.
Constantinides, E., 2006. The marketing mix revisited: towards the 21st century marketing.
Journal of marketing management. 22(3-4). pp.407-438.
Westwood, J., 2013. How to write a marketing plan. Kogan Page Publishers.
Goldgehn, L.A., 1991. Are US colleges and universities applying marketing techniques properly
and within the context of an overall marketing plan. Journal of Marketing for HIGHER
EDUCATION. 3(2). pp.39-62.
ONLINE
Smart Goals. 2018. [Online]. Available Through: <https://www.projectsmart.co.uk/smart-
goals.php>.