Rossopomodoro: Comprehensive Digital Marketing Strategy Report

This report provides a comprehensive analysis of Rossopomodoro's digital marketing strategy, starting with an introduction to the company and its background, followed by a PESTLE analysis, Forrester's 5I's, Lauterborn's 4 C's, the RACE Model, and Porter's Five Forces. It summarizes the current digital marketing methods used by Rossopomodoro and proposes a new digital marketing strategy based on the MAOSTIC model and TOWS matrix, defining digital marketing objectives using the REAN model. The report concludes with recommendations for improving the digital marketing plan, including the digital marketing mix, 5 C’s of marketing, 4 C's of marketing communication, RACI model, and M's of resources. An impact effort matrix and SAF analysis further refine the proposed strategy, aiming to enhance Rossopomodoro's market presence and customer engagement.

Digital Marketing Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................4
Background of a company .........................................................................................................4
Pestle analysis ............................................................................................................................5
Forrester’s 5I’s............................................................................................................................5
Lauterborn’s 4 C’s.......................................................................................................................6
RACE Model...............................................................................................................................6
Porters Five Forces......................................................................................................................6
Summary of Current digital marketing method..........................................................................7
Digital marketing strategy...............................................................................................................7
MAOSTIC model........................................................................................................................7
TOWS Matrix..............................................................................................................................9
Digital marketing objectives.....................................................................................................10
REAN model.............................................................................................................................11
Conclusion and recommendations of the digital marketing strategy........................................11
Digital marketing plan...................................................................................................................11
Digital marketing mix...............................................................................................................12
5 C’s of marketing.....................................................................................................................12
4 C's of marketing communication...........................................................................................12
RACI model..............................................................................................................................13
M's of resources.........................................................................................................................13
Recommendations .........................................................................................................................14

Impact Effort Matrix.................................................................................................................14
Summary of Digital marketing plan..............................................................................................14
SAF...........................................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
A digital marketing strategy is a plan which helps an organization to attain the specific
goals by using effective marketing channels that helps to attract the range of customers towards
it. In addition to this, there are range of marketing strategy used by the company to let people
know about different products offered to the customers by company. The chosen firm for this
report is Rossopomodoro which is deal in hospitality industry that provide effective food items to
their customers and this in turn attract the customers. Further, the report will present the strength
and weakness of the company by using SWOT analysis and through the TOWS model, it defines
the marketing strategy option available for the company. Moreover, it determines the digital
marketing plan by recommending the best method to improve its overall digital marketing plan
in order to deliver the plan.
Digital Marketing Audit
Background of a company
Rossopomodoro offers the best variety of food to their customers and also bring the
authentic taste of Southern Italy to UK. Currently the company is deal in 103 different locations
due to having its best Italian Pizza restaurant chain. That is why, the company has a strong
customer base (Saura, Palos-Sanchez and Correia, 2019). The quoted firm also offer new winter
menu for their customers that provides new flavor to their customers and this in turn attract the
range of customers. This in turn reflected that company offer the seasonal food to their customers
that keep them attract towards a business by focusing upon the low calories. Apart from this,
Through the table of SWOT analysis, the strength and weakness can be identified
easily, which is as mentioned below:
Strength Weaknesses
 Skilled human resource who keep
offering the food to their customers in
an innovative manner
 Strong customer base
 Brand image
 Low innovation
Opportunity Threats

 Company uses social media marketing
strategy but does not uses other
strategy that might be helpful for the
company’s improvement (Olson and
et.al., 2021).
 Competition
 Instability of a country
Pestle analysis Political: It can be stated that country’s instability in term of political might affect the
business performance. Further, fluctuation in tax rate affect the business performance and
it create impact directly. Economic: Fluctuation in inflation rate affect the business performance and that is why,
business needs to develop strategy to overcome the same. Social: It can be stated that company does not focus upon innovation, though it keeps
changes its menu but it does not present the food effectively so that international
customers are not attracted (Polanco-Diges and Debasa, 2020). Technological: There is a need to focus upon different SMM strategy which in turn assist
to generate positive outcome in term of finance so that range of customers can be
attracted. Legal: Complying with all the legal framework of the country helps the business to grow
effectively which includes Employment Act, Equal opportunity etc.
 Environment: Company also focus upon CSR activity and have its own sustainability
plan that assists to improve the pollution level. Such that quoted firm raising the funds for
Ocean-keepers and for that £1 will be added to the bills that helps to contribute to oceans
free from plastics. Therefore, it can be stated that this helps an organization to improve
the business performance and sustain the brand image at global level.

Forrester’s 5I’s Involvement: quoted firm involve all the employees and customer with brand and this is
measured by website analytics. Interaction: Proper interaction has been performed like signing up email and then keep
interact with customers regularly to get them update regard the product. Intimacy: a positive comment from customer side change the decision of others and this
might affect the overall performance of a company positively (Bakhtieva, 2017). Influence: Individual will recommend about the product to others and this in turn assists
Rossopomodoro to improve brand loyalty.
 Individual: Quoted firm tie up with community in order to let them understand about the
products offered.
Lauterborn’s 4 C’s
Clarity Rossopomodoro should clearly send the message via email so that
people will come to know about the discount strategy offered by the
firm. Having clarity in message will assists to let people understand
about the new offers.
Consistency Always having a consistency with the mode of communication so that
they can generate the best outcome. Also, company can use Facebook,
Instagram and Twitter, post the same in all platform (Pandiangan and
Martini, 2021).
Credibility By offering the company’s product at high price with good quality then it
built a strong reputation in a market. This assist to generate a trust
among them so that effective outcome can generate.
Competitiveness Offering produce at high cost with best quality assist to generate a
better outcome and also helps a business to stay competitive within a

market.
RACE Model
Reach In order to reach with the wide range of people, company uses Twitter.
Facebook and Instagram that help to reach the wide range of people.
Through this, company will build awareness on other sites
Act Rossopomodoro offers discount and post about discount so that they will
reach to wide range of people. Through this, company can engage the
people for a longer term (Shali and Yuande, 2020).
Convert There is a need to change the lead or sales on web presence, for that
Rossopomodoro can perform convert the same to attain the defined goal.
Engage In order to engage the customer for longer term, it is necessary for the
company to offer discount and let their customer to buy the products
effectively.
Porters Five Forces
 Competition in industry (High): competition from its rivals is high and does not meet
the requirement of changing need of market that affect the financial performance.
However, Rossopomodoro keep implement different strategy that helps to improve the
business performance.
 Potential of new entrants (High): The business who required to invest in this industry
does not require huge capital investment and that is why, the chances of new entrant is
high
 Power of supplier (High): Rossopomodoro is independent from its suppliers because it
there are different business venture associated with the same and this might does not
affect the business performance (Muhammad and et.al., 2019).

 Power of customer (High): it has been identified that company have a strong customers
base because it keeps changing its menu according to the taste of the customers. That is
why, customers are keep attracting towards it.
 Threat of substitute product (Low): There is low chance of its substitution and that is
why, it does not affect the overall performance. Also, Rossopomodoro does not have any
chances of substitute because it has a good taste that cannot be replaced.
Summary of Current digital marketing method
Rossopomodoro only uses social media marketing (SMM) and as per its website it can be
stated that it focus 25% upon the SMM whereas 35% upon the digital strategy. This in turn
reflected that company uses effective digital marketing strategy (Saura, Palos-Sanchez and
Correia, 2019). In SMM, it uses Facebook and Twitter as a social media platform that helps to let
people know about different products and discount strategy offered by quoted firm.
Digital marketing strategy
This part of the report will be based on the findings of the part one, that is, digital
marketing audit. The digital marketing strategy of Rossopomodoro will be discussed through
MAOSTIC model which is largely used with the TOWS matrix to highlight needed strategy and
objectives (Purwanti, 2021). Through this model, two digital objectives will be clarified that is
needed to execute the digital marketing strategy and methodogoly will be discussed using REAN
the objectives of the digital marketing campaign.
MAOSTIC model
 Business mission (M): Rossopomodoro has the mission of bringing authentic neapiltan
pizza and food or taste of southern italy around the world and to the UK specifically. The
company is committed to ensure that their guests get the best possible experience at all
their outlets (Kingsnorth, 2019). Marketing Audit (A): Rossopomodoro has an established mailing system through
which it access to its existing and new group of customers. There is a need to redesign its
website as it is largely targeting young generations and not giving a taste for old people
and childrens.

 Marketing objectives: Rossopomodoro's main aim behind performing marketing tasks is
to promote its souther italy taste within the food and beverage market of UK. They also
aim to grow their presence on a digital platform which enables it to generate more and
more leads and accordingly target new customers and retain existing one (Christina,
Fenni and Roselina, 2019). In this way, the company is able to increase its revenue and
profits accordingly.
SMART digital marketing objective of Rossopomodoro
Rossopomodoro has the digital marketing objective as follows:
“To increase the average value of orders generated through websites in terms of sales to £50 per
customer by the end of the second quarter.”
Specific: Increase average value of order per customer generated through company's website.
Measurable: Increased value of order would be £50.
Attainable: It will be attained through providing discounts and better payment facilities and
attracting new group of customers such as old age people and children (Damnjanović, Lončarić
and Dlačić, 2020).
Relevant: When order value per customer will increase, then the final goal of increasing revenue
and profits will be increased.
Time bound: The time frame within which the objective is expected to be achieved is by the end
of the second quarter. Core strategy (S): Rossopomodoro largely focuses on young generations which will be
changed to targeting new group of customers such as old age people and kids. Currently,
company is not using integrated marketing communication where it needs to include
social media platforms and influencer marketing to enhance its lead generation
(Khmiadashvili, 2019). By concentrating on southern Italy foods, company is promoting
its products across the world. Marketing mix decisions or tactics (T): Rossopomodoro has nice website through which
its products are marketed among target audience. Company has quite high prices for its
products due to the presence of less competitors which around 5 to 6 only but they are
dealing in different tastes.
 Implementation and Control (I&C): For the purpose of targeting new groups of
customer, influencer marketing will be used to enhance the market share, revenue and

profits. For establishing control over the digital marketing campaign, google analytics
will be used to track website traffic and customer's behaviour (Bala and Verma, 2018).
TOWS Matrix
Strengths
 Enjoying brand image
in the local market of
London.
 Efficient automation
and production
capabilities.
Weaknesses
 Rossopomodoro is
relying heavily on one
product that is, Pizza
 Company has having
no defined persona and
even its website is
static having no
visuals.
Opportunities
 It is a quick service
restaurant due to
dealing in fast food
that is, Pizza which
can be prepared in
shortest possible time
(Saura, Palos-Sánchez
and Cerdá Suárez,
2017).
 There is an opportunity
to target new segment
of old age people and
children by adding
more number of
products that are
SO – Utilizing strengths to
exploit opportunities
By using their established
brand name, they can target
new segment by adding more
product line which can be
produced through their
efficient technology (Zhu,
2019).
WO – Minimizing the impact
of weakness by taking
advantage of opportunities
By adding more product line
for targeting new market
segment, company can reduce
their reliance on one product
that is, Pizza (Kotane, Znotina
and Hushko, 2019).

healthier as well.
Threats
 Strong competition
from rivalries such as
Latina Restaurant &
Pizzeria and
Sebastian’s catering
(Suh and Chow, 2021).
 There is a change in
habits of customers
due to differential
tastes offered by new
entrants.
ST – Utilizing strengths to
minimize the impact of threats
With the help of their efficient
production facilities, they can
produce at lower costs and
reduce their prices to fight
against the competition and
attract customers in their way
(López García and et.al.,
2019).
WT – Minimizing weaknesses
along with avoiding threats
By adding more products for
different market segment,
reliance on single product can
be reduced which would
facilitate the offering of
differential tastes to the
customers in order to meet
their changing habits
(Kingsnorth, 2019).
Digital marketing objectives
The SMART digital marketing objective of Rossopomodoro is as follows:
1.
Specific: Rossopomodoro aims to increase its awareness in the market by creating an Instagram
page where it aims to generate 30000 leads within a year in order to generate more revenue.
Measurable: Rossopomodoro will track its progress through Instagram analytics.
Achievable: The goal will be achieved through posting attractive content about the company’s
product and short videos will be made containing advertisement of the product through
influencer marketing (Christina, Fenni and Roselina, 2019).
Relevant: This objective is in alignment with the vision of the company of increasing sales and
profits as when more leads are generated, then customers will be interested in visiting the
restaurant and experience the products and services of the company which would definitely
helpful in getting more sales and profits.

Time bound: The objective is targeted to be achieved by the end of the current year.
2.
Specific: Achievement of higher revenue through online modes of distribution by 10% within
the duration of two years.
Measurables: Rossopomodorro will be going to measure it performance that whether they are
able to achieve their objective of increasing online revenue through activity reports. This would
be helpful in tracking sales activities from different sources.
Achievable: There will be more sales representatives that would be hired who will contact and
advertise the company’s product personally among the target and potential customers through
social media and other modes of marketing like email.
Relevant: This objective is also in alignment of organizational goals where emphasis is placed
on generating higher revenue through different channels has been placed like ecommerce or
online delivery of foods in the times of pandemic when customers are unwilling to visit the
restaurants.
Time bound: The objective is required to be achieved within the timeframe of two years.
REAN model
This model is useful in mapping and analyzing marketing efforts which has been done in the
context of Rossopomodoro as follows:
REAN element REAN objective
Reach By posting more on social media through
Instagram pages, 10000 new customers will be
reached by 31st March 2022.
Engage By posting advertisements, offers, content and
short videos, the 50% more of the current
Instagram followers will be engaged (Riva and