Comprehensive Digital and Direct Marketing Plan for Zambrero

This report presents a digital marketing plan for Zambrero, a Mexican food restaurant chain. It begins with an introduction to Zambrero and its mission, followed by a situation analysis using SWOT analysis to understand the company's strengths, weaknesses, opportunities, and threats in the Australian market. The report then outlines objective settings, defining specific goals for enhancing brand awareness and market reach. The strategy development section details the communication approach, including the use of a tagline, and the target market. A comprehensive media plan is presented, focusing on online media such as Facebook, Instagram, YouTube, and Twitter, along with email marketing. Content marketing strategies, including SEO, key terms, and story development, are also discussed. The report further outlines marketing tactics and provides actionable recommendations to improve Zambrero's digital presence and achieve its marketing objectives, concluding with a summary of the key findings and strategies.

Running Head: Digital and direct marketing 1
Digital and direct marketing Audit plan for Zambrero

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Contents
Introduction......................................................................................................................................3
Situation analysis.............................................................................................................................3
Objective settings.............................................................................................................................5
Strategy development......................................................................................................................6
Media plan & media strategy.......................................................................................................6
Online media............................................................................................................................6
Content marketing....................................................................................................................7
Email marketing.......................................................................................................................7
Tactics..............................................................................................................................................8
Actions.............................................................................................................................................8
Controls..........................................................................................................................................10
Actionable recommendations........................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

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Introduction
Digital media is now playing an important role in the success and growth of every
business. With the help of online media tools, companies are able to connect with the customers
and know their needs and requirements. This report is basically a digital media marketing plan
for a famous Mexican food restaurant chain Zambrero. Zambrero is the Australian quick service
restaurant chain which is serving Mexican food. Company started its operations in 2005 and now
it has established its successful business. Founder of Zambrero is Dr. Sam Prince who has aim to
help the people in need by its Plate 4 Plate initiatives. In this initiative, if a customer purchases a
bowl at Zambrero, a meal is donated to someone who is in the need. Further, the aim of
Zambrero is to provide best food experience with the fresh ingredients to the customers. The
company has commitment of ‘Let’s eat to beat the World hunger’ to ensure the combination of
humanely, socially and environmentally responsible products (Zambrero, 2017). The company y
has differentiated itself by the sustainable building designs, best experience and community
building. In terms of unique building, company is focused on helping to the needy people. Now,
Zambrero wants to enhance its brand awareness in the Australian society so that it can help more
and more people with the food products. For this manner, digital media plan would be helpful for
the company.
Situation analysis
The situational analysis of Zambrero can be examined by the situational analysis of the
company in the operating market. It is crucial for each and every business to understand the
situation of the present market before focusing on the goals and objectives for the future. For this
manner, SWOT analysis will be effective in analyzing existing situation of the market. On the
basis of the outcomes from SWOT analysis, it is analyzed that company has various strengths by
which it can be able to grasp various chances present in the market.
Strengths-
The major strength of Zambrero is the stage of reliability in the various operations of the
business. The idea, mission, values, strategies to achieve competitive advantage, value
propositions, effective business messages and business practices of the buiness are the factors

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that lead to the success of the company in the operating market. Further, Zambrero has well
developed brand image based on the standard of integrity and quality. Along with this, company
had adopted various marketing strategies and tactics beyond the traditional marketing. By the
marketing tactics, company has got innovative ways by developed marketing campaign.
Apart from this, employees are the core strengths of Zambrero because ‘popular culture’
of the restaurants attracts the employees to come again and again. Further, Zambrero has small
and consistent menu which is helpful in reducing the cost of R&D for the new products
advertisements of new products and training for the employees. These above discussed are the
strengths of Zambrero which lead to the success and growth of the company in the food market
(Zambrero, 2017).
Weakness-
Despite of strengths, there are some weaknesses of Zambrero that must be addressed
effectively. One of the weaknesses of Zambrero is the supply chain management. Company is
operating in the food industry and because of the high standard of integrity and quality of food
products, sometimes Zambrero has to face the shortage of the suppliers for business operations.
Further, brand building in terms of excellence by the Zambrero is a dilemma. Although with the
affordable prices, huge components of price propositions and the brand are the achievement
features for the company but sometimes they are uncontrolled factors because of the market
fluctuations and conditions.
Opportunities-
Zambrero is operating in the Australian market and company has opportunities to expand
its business in various countries. Continuous business expansion in the global market is the
existing opportunity for the restaurant chain. Along with this, opening for new branches can be
better chance for the Zambrero. It can offer breakfast menu to the consumers that is the new
chance for the business growth. In the global market, company can have opportunity to enhance
the sales of food products (Taleghani et al, 2011).
Threats-

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Some big threats are also available for Zambrero which impact the growth of the business
in the in service market. First of all, the increased competition in the food industry is the major
threat for Zambrero. Company has adopted price premium based strategy to make differentiation
in the products from the other companies. But, because of high level competition in the industry,
Zambrero has to set high prices for the food products which are the threat for the company to
achieve the business objectives. Along with this, the increased cost of food items are the big
threats for Zambrero. Because of limited supply chain and changed commodity prices, the
profitability and business expansion plan of the company can be negatively impacted. Further, it
is observed that the labor cost in increasing in the food industry. Due to the variations in the
wages and employee benefits, labor cost is increasing and affecting on the profitability of
Zambrero (Porter, 2016).
Objective settings
Generally, purpose of Zambrero is to enhance the awareness about the products in terms
of high excellence fast food and quality taste while selling the food products. The core aim of the
digital plan is to make the customers aware about the offerings by the company. In current time,
there are around 1,100,140 followers of Zambrero on FaceBook along with the positive
comments towards the products. Along with this, company has around 11,400 followers on its
Twitter page. Company and its digital marketing team are active on the page of Twitter to
converse with the consumers on daily basis. Now, the company seeks for the improvement the
methods of communication with the consumers in the restaurant industry. The objective of
Zambrero team is to improve the sales of food products in the ending of the year so; company
has set some expectations for this way (Cadogan, 2012). In general, Zambrero has aim to
differentiate in the market in terms of food products with value proposition. Based on the
situation, objectives for Zambrero are as follows:
 At the end of the year, most of the Australian food market should be covered with its
products i.e. fast food products. The targeted customers should consider the products of
the company for meeting their needs. This objective will be achieved by collecting
information of products and services.
 Most of the market should use the products of the company. The success of objective
would be achieved by improving effectiveness of the products (Roger, 2013).

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 Objective is to attract new customers who never used the product of Zambrero Company.
This objective would be achieved by enhancing brand awareness among the customers.
The promotion and advertisements should be done and attractive offers should be
provided by the company to attract the new consumers.
Strategy development
In the strategy development, strategy identifies that what information should be provided
to the potential customers by the promoting the messages. For the advertisement of the products,
there must be an effective tagline which could attract the attention of the customers. the tagline
of Zambrero is ‘Mexican with A Mission’ as this tagline suits the communication objective of
the company. This tagline is helpful in attracting new customers and retaining new and existing
customers. The objective of digital media campaign is to increase brand awareness of the fast
food products of Zambrero Company. By the digital media strategies, company would be able to
improve brand image of the company. Company would be able to cover more market by this
media plan. The target market of digital media plan will be those people who love to eat fast
food products (Buhalis, & Neuhofer, 2012).
Design message-
For the digital media plan, there is the need of an effective message to achieve the
business goals and objectives. The details of the products and specialty of the products are
included with the media plan. There are various marketing tools such public relations,
advertisements, and direct marketing which would be used in the media plan.
Media plan & media strategy
Online media
The promotional tools for the media plan for Zambrero’s product would be based on
online marketing. Reason to choose for online marketing is that online marketing is the most
effective tool for promotion of the food products. In current time, people are very active on
social media platforms and social media is covering almost half part of digital marketing. Social
media involves YouTube, FaceBook, Isntagram and Twitter which is used for the online and
digital marketing. The social media channels are providing most of the marketing facilities.
These social media channels are both paid and unpaid channels. It is assumed that 55% of

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marketing of Zambrero will be covered by FaceBook, 25% by Instagram, 22% by YouTube and
22% by Twitter (Porterfield, Khare & Vahl, 2013). Along with this, in the digital media, Email
marketing will also be used by the company and this media tool will cover 1% of market for the
company. By the proper use of these digital media channels, company would be able to target
new customers and retain existing customers for the fast food products. This can be the two way
communication method (Tuten, & Solomon, 2013).
Content marketing
Content marketing is helpful for Zambrero to attract more customers as compared to the
traditional marketing. It is observed that the traditional media i.e. television, radio and magazines
are losing their importance for the promotional activities of the products. There are some
effective ways by which Zambrero can create awareness among the potential customers.
SEO and key terms-
Use of SEO and key words would have positive impact on the potential customers for
improving awareness for the products. With the Search Engine Optimization, company will use
various webmaster tools to give important and relevant information to the potential customers.
Story development-
Before attracting more customers, Zambrero has to provide right information to them.
Zambrero is focused on providing tasty and delicious fast food products to the customers. So, it
is important for the company to provide correct information about the food products. In the story,
company would tell how the food products are prepared with the environmental friendly
products so that customers would be connected with the company with honesty and openness
(De Mooij, 2013).
Email marketing
In terms of e-mail marketing, the company will use opt-in-list method to target the
customers. By adopting this method, company would prepare the record of those emails to which
the company wants to target. The customers would be those who want to be agreed to subscribe
their mail lists. With the help of email marketing, managers of Zambrero woukd send every
factor of media plan such as newsletters, broachers, and advertisements in the opt-in email list.
Email marketing would be effective for Zambrero to make the people aware about the food

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products provided to the customers. Print media and posters can also be sending to the target
customers to meet their needs and requirements in terms of food products (Armstrong, Adam,
Denize, & Kotler, 2014).
Tactics
Zambrero will adopt some marketing tactics so company will implement promotional
mix to enhance the brand image. The communication plan and action plan of the company would
be effective for Zambrero to achieve the business goals and objectives. In terms of products and
services, Zambrero would be focused on offering various food products based on the needs and
preferences of the consumers.
In the pricing tactic, Zambrero would charge affordable rates for the consumers. Zambrero is the
famous food chain and it is assumed that it will hike the costs because of the business expansion.
In terms of distribution strategy, Zambrero would use selective suppliers for the distribution of
ingredients as Zambrero has selective market system with the limited suppliers. But, for the
product distribution, more channels will be created in the future. At last, in the promotional
strategy, Zambrero would focus on the new promotional mix for developing awareness among
the customers. Zambrero would show logo and advertisements by which many of the customers
can see it (Luttrell, 2016).
In terms of communication tactics, Zambrero would adopt social media platforms to
communicate with the customers. Further, Zambrero would seek for new strategies to stay
connected with the customers. For this manner, there is the need of effective message to improve
the brand image in the market. So, Zambrero would adopt two-way communication method in
the business strategy. Zambrero would create promotional mix department for the effective
digital media plan with the long term strategies (Alam, 2014).
Actions
First quarter-

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Zambrero will develop promotional mix department along with the experienced team to
create digital media plan for the short-term and long-term strategies. Effective and brain-storm
planning would take place in the first quarter of the year. The team would develop an effective
marketing strategy to extend the digital marketing platform. Along with this, annual plan
including budget and program calendar would also be prepared (O'Guinn, Allen & Semenik,
2011).
Second Quarter-
Zambrero will launch a new ways of creating awareness among the customers by
effective marketing and advertisement strategy. The marketing team would create short term as
well as long term objectives by creating sustainable prices of the products. Along with this,
marketing team would include direct selling, social media, public relations, explore, mobile,
promotion, design and production team members on the progress and implementation of digital
media plan. Advertisements will be implemented on various social media platforms and email
marketing (Fifield, 2012).
Third quarter-
In this quarter, Zambrero would continue to promote the company by the digital media
platforms and evaluate the progress. This stage would include ‘stepping back and analyze the
complete processes. Third quarter is all about where the company is going with the strategy.
Along with this, it is about improving the image of the company with its mission statement.
Maintaining and updating the annual plans would also be the part of this phase. The marketing
team would manage all the media budgets, processing and tracking invoices and evaluating the
effectiveness of the digital marketing plans. The team would work at the project cost along with
various departments i.e. IT, operations, training and Finance (Chakravarthy & Coughlan, 2011).
Fourth quarter-
Zambrero would be in its last quarter and there is the need to improve the sales to the
product. Zambrero will push harder to achieve its objectives in last few months. This last quarter
is the most important quarter of the year. Finishing good will bring good start for the next year.
This quarter is all about being work with all the efforts and adding adjustments and changes. In

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the last quarter company will provide additional discounts and offers on the important holidays
i.e. New Year and Christmas (Epstein & Yuthas, 2007).
Controls
For the effective digital media plans and actions, tight controls will be monitored and
measured by the marketing managers. By the customer outreach and two-way communications,
Zambrero will be able stay connected with the potential customers and their satisfaction
(Martínez, 2012). For the fast growth of the company, Zambrero would focus on maintaining the
prices of food products along with the high quality ingredients to provide healthier food to the
customers. Along with this, marketing team of the company would also keep a close eye on the
progress of the business and monthly sales as the sign to strategize the business. Company would
forecast towards culture, trends, and the strong point to enhance brand personality in the future.
Currently, Zambrero is seeking for the ideal candidates who have knowledge of national as well
as international market tactics and platforms. New digital marketing strategies would be helpful
in developing the growth of Zambrero at the global level and focusing on the short and long-
terms objectives (Peñaloza, Toulouse & Visconti, 2013).
Actionable recommendations
Based on the above discussion, there are recommendations for Zambrero for the effective
digital media tactics. Zambrero should focus on some areas to improve the competitive position
in the market.
 For the media plan, high and middle income people are being targeted and internet is the
effective medium to communicate. So, company should primarily focus on the online
media tools i.e. blogs, social media sites, and public discussion forums to get instant
feedback from the customers.
 Company should focus on offering some healthy food products to the customers.
Although changing menu is not an easy task but company has to bring some changes in
the menu and should include healthy options for the customers.
 Company should also focus on creating culture to motivate and engage the customers.
Along with this, company should provide proper training and development programs to

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the staff and employees in terms of using online media tools (Turnbull & Valla, 2013)
and
 Zambrero should hire those employees who have some technical skills such as editing,
writing, photo editing and responding in real times which are required for digital media
team.
Conclusion
For every business, it is crucial to maintain strong connection with the potential
consumers in the operating market. For the growth of the restaurant, it is also important to
sustain strong relations with the traders. This report is based on the digital media marketing plan
for Zambrero Company which is a famous Mexican food restaurant chain in Australia. This is
the famous restaurant in the fast food industry. The objective of this digital media plan is to
enhance the image of Zambrero by the digital media tools. For this manner, company uses
various social media platforms so that the awareness of the food with the high quality and food
standard can be increased. Further, an action plan will be created by the digital media platforms.
In the digital media campaign, various tools like SEO, story development, Twitter, FaceBook,
Instagram, YouTube and email will be used for achieving the objectives of digital media plan.
Further, to monitor the campaign, effective and tight controls will be implemented by the
company. From the overall discussion, it is observed that in current time, online and digital
media is very effective tool to achieve growth and success in every business. Technology is
helpful in connecting with the various customers and getting instant feedback from them.

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