Introduction
The world is returning to normal after the shock of the COVID-19 pandemic and the gradual lifting of lockdowns. Concerns, on the other hand, remain about the slow removal of restrictions. Life is gradually resuming normalcy. On the one hand, people are discouraged from physically being present in places like markets and restaurants. As a result, the demand for online applications will rise, necessitating their development. Forecast figures for the UK online grocery delivery market from 2017 to 2024 are shown in the graph below. In eight years, the population increased from 19.2 million to 36.2 million.
Source: statista.com
The chart below shows UK online food delivery market revenue from 2017 to 2026. From €3.5bn in 2021 he is expected to reach €12bn and by 2026 he is expected to reach €20.6bn
Source: statista.com
The key question here is how to niche Peng's Takeaways in the industry and make it part of this huge market and keep the luxury business running smoothly.
Source: statista.com
Scope of goals for each digital marketing channel
KPIs to measure campaign impact
Campaign schedule
Resources: financial, internal human and social resources and challenges.
Putting the above points together, the basic diagram is shown below
Scope of the project
Objective:
Identify revenue-boosting opportunities through digital transformation.
Channels:
Identify the channels
Merging with third parties:
At the start of the campaign, it is critical to integrate a third-party online food delivery platform. This gives you access to a pre-existing customer base that can serve as a short-term target until an in-house marketing solution and strategy is developed. Use paid advertising and influencers to take advantage of social media platforms.
Building websites and mobile applications.
Owning a website and application is a long-term target.
Website
This website is for online promotion of Peng takeaway service. Advertisements such as promotions, sales, and new features succeed in achieving this primary goal.
Mobile application
You need to differentiate your mobile app from other online platforms and give your customers more options to provide the best possible experience. By analyzing user behavior, geography, language and interests, the app can customize a pleasant customer experience for her. Additionally, the mobile app has a section where you can listen to customer reviews and suggestions.
Choosing which of the three types of mobile applications to use:
One platforms, i.e., Apple iOS, Google's Android, or Windows Phone.
Multiple platforms
The diagram below shows a huge number of applications for iOS and Android combined
Source: statista.com
Use virtual counters
Accomplishing this task requires a complete conversion from paper-based to digital versions such as sticker menus and QR menus that need to be distributed throughout the region.
Below are the points identified for the marketing campaign
KPIs for measuring the campaign impact
SEO strategies to improve your online presence
Website design and mobile app development
Integrate with social media platforms to broaden reach.
A 50% increase is expected once the above steps are resolved.
Timeline of the campaign
Campaigns are scheduled in 6 months to meet sales targets.
Resources utilization and challenges
Achieving digital transformation requires overcoming many challenges, including:
Budgeting.
Inadequate knowledge of how to operate in a digital environment.
Inadequate data analysis during the process.
Introduce new changes in the work environment and how staff will adapt.
Peng's takeaways digital maturity module
The digital maturity level of Peng's Takeaways is currently categorized as non-digital. They do not have a website or a mobile application, and they do not engage with any third-party applications
New Business Process Model
References
Heinze, A., Rashid, T., Fletcher, G. and Cruz, A., 2016. Digital and Social Media Marketing. Routledge, Taylor & Francis Group. (P 34 – Figure 1.4 The digital business Maturity Model).
Heinze, A., Rashid, T., Fletcher, G. and Cruz, A., 2016. Digital and Social Media Marketing. Routledge, Taylor & Francis Group. (P 16 - figure 0.20 the complete buyer persona spring).
Statista. 2020. COVID-19: food delivery companies used in Britain | Statista. [online] Available at: <https://www.statista.com/statistics/1107313/covid-19-food-delivery-companies-used-in-great-britain/> [Accessed 23 August 2022].
Statista. 2021. Number of users in the Online Food Delivery market in the United Kingdom 2024 | Statista. [online] Available at: <https://www.statista.com/forecasts/891085/online-food-delivery-users-by-segment-in-the-united-kingdom> [Accessed 23 August 2022].
Statista. 2022. Biggest app stores in the world 2022 | Statista. [online] Available at: <https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/> [Accessed 23 August 2022].
Statista. 2022. Global iOS & Google Play app downloads by quarter 2022 | Statista. [online] Available at: <https://www.statista.com/statistics/695094/quarterly-number-of-mobile-app-downloads-store/> [Accessed 23 August 2022].
Statista. 2022. UK: online food delivery market revenue 2017-2026 | Statista. [online] Available at: <https://www.statista.com/forecasts/1298580/uk-united-kingdom-online-food-delivery-market-revenue> [Accessed 23 August 2022].
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