Digital Marketing Strategy: Customer Persona & RACE Model for Just Eat

This report provides an analysis of Just Eat's marketing strategy, focusing on the creation of a customer persona and the application of the RACE model. The customer persona, Rashia Field, is a 23-year-old BBA student in London who frequently orders food online. The report details her interests, motivations, and preferred channels. It further explores how Just Eat uses a content matrix to entertain, inspire, educate, and convince customers. The RACE model (Reach, Act, Convert, Engage) is then applied to Just Eat, outlining objectives for each stage, such as increasing customer satisfaction, building reputation, driving sales, and fostering customer loyalty. The report concludes with recommendations for monitoring and measuring these objectives, including tracking social media engagement, gathering customer feedback, and ensuring secure payment processes. Desklib provides access to this and other student-contributed assignments.

INDIVIDUAL
ACADEMIC
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Create customer persona .............................................................................................................3
Interest in company ..........................................................................................................4
Content matrix ............................................................................................................................5
RACE model ...............................................................................................................................6
Stages of RACE Model with objectives ...........................................................................7
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer persona refers as a buyer persona in which imaginary profile are created from
the research on targeted customers. It will give assistance in identifying taste and preference of
customer in order to satisfy customers need. It consists of general details about the customers
such as age, race, nationality, religion, purchasing habits. The present report will create customer
persons for segmentation of the company Just Eat. The company leading the market since 2001
from Kolding, Denmark. The organization offering food delivering services at different
geographical area such as Canada, Australia, France, Italy etc. Furthermore, the report will
highlight RACE model in digital market strategy and how each objective can be achieved as well
as monitored.
MAIN BODY
Create customer persona
The buyer persona is created by combining the inner and outside research. The company
collect the personnel information of the customers such as age, gender, matrimonial condition,
locality, financial gain and qualification of individual (Duda, 2018). Here the fictional profile of
a customer on the bases of research made on targeted customer who regularly used to order food
online from Just Eats. Customer persona on the basis of regular customer of the company.
Here the persona of single person named as Rashia field, she is a young girl who used to live
London, United Kingdom. She is 23year old college girl who is pursuing BBA from reorganized
university of UK. This individual girl is holding the status of bachelor student. She is highly
interested in ordering food online rather than offline. She is the targeted customer of organization
because she lives in the hostel so used to order the food in every alternative day. Along with this
she loves to spend time on internet. She like to do house parties with the college friends at her
place only. she generally preferred Italian food. The aim of ordering the food from Just Eat to is
to get the fresh order on time while she is craving for something to eat. The motive of the being
regular customer is to acquire the order in efficient time with limited amount of charges. Perfect
delivering of food product or in short without spoiling the food order delivered at doorstep is the
main reason of being interested in the organization. She is highly influenced by the
advertisement and promotion on social media.

PERSONNEL INFORMATION
Age: 23-year-old
gender: females
Education: BBA
occupation: studding
status: student
location: London UK
Preferred channels
chrome
social media
email
online websites
YouTube
Motivation
better quality, on
time delivery of food
and delivered at
doorstep motivate
her.
Goal
Saving the quality time on visiting the
restaurant at minimum prize.
Social media platform
Facebook
Instagram
Pinterest
Interest in company
According to the customer persona the regular customer of the organization is highly
interested in online shopping. The customers develop their special interest in the organization
because of the timely serving food by the organization. Most of the group of people acquire
product of cheap or comfortable price. Staff of the organization delivered standard services to the
customers. The organization provide discounts as well as rewards to the regular customers.
The services offered by the organisation are quite effective and efficient. Most of the people are
interested in the services of Just Eats due to delivering the best service at doorstep and customer
not need to go out to eat something. People preferred the service of the organisation because the
organisation provide different offers, rewards, and vouchers to the customer who regularly order.
The cancelation of the order got redeemed on next order (Heuchert, 2019, July).

Content matrix
It refers to the marketing strategy in which company or organization delivered visualized
content on websites, social media, apps with the help of digital devices (Kiiru, 2018). This plan
of action helps in targeting audiences and further give assistance in delivering relevant content.
According to the company effective content attract the customers. Here various stages of content
marketing matrix company are using in order to increase brand growth as follows:
Entertain(Awareness): the company is entertaining the customer by making funny
videos. Basically company spread awareness by creating fictional videos and attract the
attention of customer’s attention toward the quality of product (Kiiru,2018). The
company is using Instagram and post trending reels. The organization also creating
melodramatic recording in which they show how one person waiting for the product of
the organization on occasions. The organization is putting questionnaire on Instagram,
survey. The company also conduct competition in which the customer will show
delicious hot food delivered to them. The best one will get coupons or vouchers.
Inspire: the company post quotes and slogans related to the food with health conscious
message on social media. With the assistance of influencer company delivered food sense
to the customers. The organization is developing emotional videos liked with hands of
mother which catch the eyes of housewife and females. In the content the company
highlights the healthy food delivered to old aged people and student who live in outside
area. The firm put blog stories of the influencers. The firm is using live features of the
Instagram and Facebook in order to show how services they are offering are delivered to
buyers.
Educate: the company deliver personal advertisement emails on registered emails of the
regular customers. On the websites they provide guidelines of receiving and paying the
order at door steps because sometime the customer find difficulty while receiving order.
Articles related to delivery services is delivered on Pinterest with attractive food pictures.
In article company give information about security and comfortability company is
providing. Through social media or search engine electronic news about the increasing

sales of the company can showed with the help of graphs on which bases the customer
will make decision fast.
Convince: the convincing customer play major role in increasing the growth of the
organization. The firm convince the buyer for purchasing the product by offering various
discount and rewards on special occasions or weekend (Kranabitl, and Pikart,2018). The
company organized webinar or zoom meeting to provide information to the customers.
Along with delivered demo videos on you-tube and on search engine optimization like
chrome. Demo videos are delivered through Instagram and Facebook live or IG TV
features. Also put links of websites to shows the reviews of the happy customers which
lead to transparency as well. The firm organize events in the stores in under which
special sales were offered to the customers.
RACE model
It refers to the plan of actions which company applied on digital touchpoints for the
marketing of the brand and product. It will give assistance in increasing awareness among the
buyers of the product. Basically RACE model stands for reach, act, convert and engage to
achieve plan of the organization.
Illustration 1: Just Eat Promo Code 2021(Jan) The Best Deals For 2021

Stages of RACE Model with objectives
Reach: it consists of developing awareness about product and services among the customers in
online as well as offline market (Kumar, 2018). Targeting the accurate customer is the smart
objective of the firm. In this objective company will target the right customers. It means the
company will focus on the one who show their special interest in buying the product. The
targeted customer must use social media such as Instagram, Facebook. The right buyer is the one
who willing to spend money. Targeted customer under reach should be the one who can
influence by seeing the social content on various digital platforms. The customer supposed to use
social media on regular bases.
Increasing customer satisfaction is the another objective of reaching out. It will give assistance
in generating production of the company. It is important to satisfy the customers need and fulfil
their taste and preference.
Act: it includes a short interaction with the buyers in order to lead the marketplace. The
objective of interaction with the clients is to build reputation in the market. It is essential to
develop image in the market. By developing reputation of company give tough competition to
the competitors. It involves maintenance of social media accounts effectively and efficiently
(Märtin, Bissinger, and Asta, 2021).
Illustration 2: Just Eat UK- Takeaway Delivery

Improve productivity: the company used to interact with client in order to improve the
productivity with the help of reviews of the customers on social media. If customer is not happy
with the services of the company, then scale of the productions will not raise.
Convert: the stage of indicates that the people who are interested in product of the company can
convert them into online as well as offline sales (Vinerean, 2017). This stage of the model
company used with the motive of earning profit from the market. In short the created survey of
the customer is drive into sales. The objective is to provide risk free payment to the customers.
The company offer various source of payment like UPI and card system to the customer at the
time of acquiring the services online from websites, social media, search engine etc. because
many people are afraid of frauds and risk of losing the amount they are paying for the services.
The buyer can scan the QR codes or fill the credit card or debit card detail. In this mode of
payment, the customers are allowed to raise the quarry if they are facing while making
transactions.
Engagement: refers to the formation and extended the relationship with the buyers for the
forthcoming challenges (Morgan, et.al. 2019). In this stage company hold over loyalty with
customers and track them. The objective of the organization is to increase the sales. This is the
basic goal of a company increment in the sale will give assistance in leading the marketplace.
With the help of search engine optimization company can increase the sales of the company.
This will objective will increase the scale of growth and generate the profit for the organization.
The company can use various online strategies like pay per click ads on chrome, social media
accounts. It will also identify the potential customer or one who are interested in the production
of organization.
Recommendation
After identification of all the objectives of the organization it is recommended that
company can monitor and measured the objectives.
 The organization can identify the accurate customer through social media followers
9O’Connor, 2015). By keep tracking on the social sites who are visiting the sites and who
is interested in what product. The company can determine by accessing the wish-list of
buyers or consumers.

 The company can create questionnaire through emails and chrome as well as offline in
order to monitor customer satisfactions. The organization can create in application survey
or take reviews after selling every product.
 The firm asked the buyers of the company their personnel experienced of ordering food
with organization. It can be done through after receiving the services feedbacks.
 The company can have delivered right content over social media which help in
monitoring the objective of building reputation in the marketplace. The staff members
working within the organization encourage customers to live improvement notes.
 The organization can share the achievements and awards on social media page or on
company’s profile. In order to control the firms' technology can remove irrelevant
comments from the pages of the organization.
 In order to provide supervisor on risk free payment the manager of the organization
provide proper guidelines to the staff members. Identification of transaction issues on
time and take relevant action as soon as possible.
 Improve productivity object can be supervision by tracking the performance of the
workforce. Identification of workflow will also give assistance in supervision for that
company can use online portals.
 The company will track the behaviour of the customer for particular product with their
social activities. The company can track likes and comments of buyers on each and every
post of the organizations page.
Therefore, the company can achieve the organization's aim and objectives.
CONCLUSION
From the above report it will be concluded that the organization can identify their
position in the marketplace with the assistance of buyer’s persona. The report indicates that the
customer opinion and reviews matter a lot in order to enhance the performance. The organization
formed different plans of action in order to achieve the goals. The present report provides the
complete knowledge of the organization. It also points out major role customers play at the time
of making buying decisions. The study also highlighted how the organization can develop their
objectives under the stages of RACE model and modify the organization activities. The company

can increase the business with the assistance of digital platforms such as Instagram, Facebook,
YouTube, Pinterest, chrome etc. Promotion of the organizations' product can be done digitally.
REFERENCES
Books and journals
Duda, S. (2018). Personas—Who Owns Them. In Omnichannel Branding (pp. 173-191).
Springer Gabler, Wiesbaden.
Heuchert, M. (2019, July). Conceptual Modeling Meets Customer Journey Mapping: Structuring
a Tool for Service Innovation. In 2019 IEEE 21st Conference on Business Informatics
(CBI) (Vol. 1, pp. 531-540). IEEE.
Kiiru, I. M. (2018). An Assessment of Social Media Platforms in Digital Marketing (Doctoral
dissertation, United States International University-Africa).
Kranabitl, A., and Pikart, R. (2018). From Digital Retail to Real-Time Retail. In Digital
Marketplaces Unleashed (pp. 237-246). Springer, Berlin, Heidelberg.
Kumar, V. (2018). Marketing research. John Wiley & Sons.
Märtin, C., Bissinger, B. C., and Asta, P. (2021). Optimizing the digital customer journey—
Improving user experience by exploiting emotions, personas and situations for
individualized user interface adaptations. Journal of Consumer Behaviour.
Morgan, et.al. (2019). Research in marketing strategy. Journal of the Academy of Marketing
Science, 47(1), 4-29.
O’Connor, B. (2015). What every CEO needs to know about digital marketing. Journal of
Creating Value, 1(2), 214-220.
Petsani, D., Konstantinidis, E., C (2020, July). Creating a Feedback Loop Between Persona
Development and User Research Towards Better Technology Acceptance. In
International Conference on Human-Computer Interaction (pp. 282-298). Springer,
Cham.
Vinerean, S. (2017). Content marketing strategy. Definition, objectives and tactics. Expert
Journal of Marketing, 5(2).
ONLINE:
Just Eat UK – Takeaway Delivery, 2021. [Online]. Available Through:
<https://play.google.com/store/apps/details?id=com.justeat.app.uk&hl=en&gl=US>.
Just Eat Promo Code 2021(Jan) The Best Deals For 2021. [Online]. Available Through:

https://www.dodbuzz.com/just-eat-promo-code-2021/