Digital Marketing Strategy by Hasti Racch- Wok Express

1. FINAL
PROJECT
- HASTI RACHH

2. Introduction

3. Wok Express is Mumbai’s
leading quick service
restaurant in the Asian food
category. It is complete value
for money with complete
customization of your wok.
Introduction

4. USP
Started in 2013 by
Aayush Agrawal
Takeaway
Asian food category
Customized Wok Nutritive Food
Value for money

5. RESTAURANTS IN MUMBAI
PALINAKA
LOKHANDWALA
CHEMBUR
NARIMAN POINT
KEMPS CORNER
BKC
ANDHERI
MALAD
KURLA
FORT
VIKHROLI
GHATKOPAR

6. • Neat and clean
• User Friendly
• No SM Links on the home
page
• No Blog
• No Pop ups
WEBSITE

7. WEBSITE

8. MARKETING STRATEGY

9. • Most Engagement
• Main SM Platform
• Consistent Posts
• No Bloggers Repost
• Frequent Contests
FACEBOOK

10. FACEBOOK
46 38 75

11. FACEBOOK
113 107104

12. FACEBOOK
3427

13. FACEBOOK
218 164 44 208 59186

14. FACEBOOK
2.2K 49 403.8K 219 184

15. FACEBOOK
2720 1 89 47

16. FACEBOOK
1726

17. FACEBOOK ANALYSIS

18. FACEBOOK ANALYSIS

19. • Less Engagement
• Average 45 likes
• Same posts as FB
• Bloggers Repost
• Frequent Contests
INSTAGRAM
ANALYSIS

20. INSTAGRAM ANALYSIS
11133124

21. INSTAGRAM ANALYSIS

22. • Least Engagement
• Average 1 retweet
• Same posts as FB
• No Bloggers Repost
• Frequent Contests
• Used for complaints
INSTAGRAM
ANALYSIS

23. TWITTER

24. TWITTER ANALYSIS

25. FACEBOOK AD and SMS MARKETING

26. ZOMATO

27. BURRP

28. DINE OUT

29. SWIGGY

30. FOOD PANDA

31. COMPETITIVE RESEARCH

32. • Panda Express
( International )
• Wok this way
( Domestic)
COMPETITIVE
RESEARCH

33. COMPETITIVE RESEARCH

34. COMPETITIVE RESEARCH
Platform Wok Express Panda ExpressWok This Way
• Website
• Facebook
• Instagram
• Twitter
• Blogs
Very clean and user
friendly
133,531 likes
8,607 followers
1,687 followers
No blogs on website
Distractive and too
much content.
3,137,753 likes
46,900 followers
34,900 followers
Blogs
Not action driven
4,377 likes
1,239 followers
129 followers
No Blogs

35. COMPETITIVE RESEARCH

36. COMPETITIVE RESEARCH

37. TARGET AUDIENCE

38. • 18 - 24 years
• College going
• Prefer Dine in or Home
Delivery
• Like Chinese food
• Weekend group chilling
• Suburbs and Upmarket
Areas
• On a pocket money
• Health Conscious
• Digital Affluence
COLLEGE GOING

39. RAJ
19 yrs old
Pocket money
Bunking, chilling
Upper middle class
Studies in Ghatkopar
SM Affluence
Young/Funky

40. AARDRA
24 yrs old
Spends wisely
PG in Bandra
Interning as well
Hates cooking
Outstation student
SM Affluency
Home w friends

41. • 25 – 40 years
• Working Professionals
• Prefers Chinese food
• Prefers Quick Delivery
• Work place at BKC,
Nariman Point
• Living at Suburbs and
Upmarket Areas
• Health Conscious
• Moderately high Income
• Usually active on Linkedin
and FB
WORKING
PROFESSIONALS

42. DISHHA
26 yrs old
Health conscious
Lives by herself
Loves Chinese
0.5 hr lunch break
10 – 12 lakhs / yr
Digitally Affluent
Works at BKC

43. HARSH
37 yrs old
Married, 2 children
Experimental
Moderately high income
Casual meetings
Upmarket Area
Active on FB
Dinner w friends

44. • 18 - 30 years
• Majorly women
• Prefer Quick service and
Takeaway
• Like Asian food
• Food Courts
• Usually active on FB and
Instagram (18 – 28)
• Pocket Money /
Moderately high income
MALLS

45. NISHA
24 yrs old
Spends wisely
Sale with friends
Low DM affluence
Spends wisely
Middle class
DM Affluence
Part time job

46. JUIE
34 yrs old
Weekend shopping
Young mom
On a diet
Young / Funky
Well paying job
DM Affluence

47. SEARCH ENGINE
OPTIMISATION

48. • Does not include
keywords.
• Specific to particular
branches
• Too long.
• Non relevant to
description.
• Google My Business
TITLE TAG

49. • Includes very less
keywords.
• Non relevant to title tag.
• Does not create urgency.
• Not specific.
META TAG

50. OVERALL ANALYSIS

51. KEYWORDS

52. COMPETITVE ANALYSIS

53. BACKLINKS

54. TRAFFIC ANALYSIS

55. TRAFFIC ANALYSIS

56. KEYWORDS

57. KEYWORDS

58. MOOD BOARD

59. LOGO COLORS
Black and WhiteColour

60. COLOR PALLETE
#e30024 #2d1d20 #fffeff #f2f0f2
#ceccd0 #1f1d1f #a4c355

61. LOREM IPSUM IS
SIMPLY DUMMY TEXT.
LOREM IPSUM IS SIMPLY DUMMY TEXT.
LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY
DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS
SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT.
LOREM IPSUM IS
SIMPLY DUMMY TEXT.
LOREM IPSUM IS SIMPLY DUMMY TEXT.
LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY
DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT. LOREM IPSUM
IS SIMPLY DUMMY TEXT. LOREM IPSUM IS SIMPLY DUMMY TEXT.

62. TYPOGRAPHY
Forque – Brand Name
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Aharoni –Heading
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Calibiri – Sub Heading and Body
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

63. LOGO MISUSES
Do not tiltDo not stretch Do not add shadow

64. Transperency Do not add effects Do not crop
LOGO MISUSES

65. CONTENT STRATEGY

66. CONTENT BUCKET

67. #WOKWITHUS

68. YOUR WOK IS
READY!
USE CODE : WOK250 TO GET
OFF
#WOKWITHUS

69. TAP ON THE PICTURE TO
GET RS 100 OFF
#WOKWITHUS

70. #BEATUS

71. FREE
Win a game
before we serve
you, to get your
order for
*T&C Apply.
#beatus

72. Win a game before we serve
you to get your order for
FREE*
Can you beat our quick service?
*T&C Apply.
V/S
#beatus

73. WI
N
Before we serve!
FR
EE
V/S
1.Place An Order 2.Play a game until we serve
3.Win the game before we serve 4.Get your order for FREE!*
*T&C Apply.

74. #YOUDECIDE

75. Can’t control stock prices?
But, you can control wok prices!
#Youdecide

76. You cannot control
submission dates!
But, you can now control the
price you pay!
#Youdecide

77. Don’t control hunger!
Because you can now control how
much you pay!
#Youdecide

78. EMAIL MARKETING

79. Thank you Email
“Steal the offers now! ”
Feedback –
“Do you like me? ”
Reminder –
“I tried, but failed ”
Refer a friend –
“Mom always taught , sharing is caring! ”
10% Offer – “I will die on 23rd
March 2017 ”
Pop up on the website
“Avail 10% on your next order”
Countdown
SAMPLE EMAILS

80. Thank you Email
Y N
Offer
Y&U N
Feedback Reminder
Y&NU
Refer a friend We will improve
G B
AUTOMATION STRATEGY

81. ONLINE REPUTATION
MANAGEMENT

82. ONLINE PLATFORMS

83. ONLINE PLATFORMS

84. INFLUENCER
MANAGEMENT

85. FOOD INDUSTRY
Mumbai Foodie

86. Food of Mumbai
FOOD INDUSTRY

87. FITNESS
Ranveer Allahbadia

88. TV INDUSTRY

89. Sherry Shroff Coupling
FASHION AND LIFESTYLE

90. BLOG CAMPAIGN

91. BLOG IDEAS
I bet you did not know this!
You have been eating Chinese
food wrong all this while!
Quick and easy method to cook authentic
Chinese at home!
Fast food can be healthy, thanks
to Chinese food!

92. MEDIA PLANNING

93. 2,70,000
14,000
WORKING PROFESSIONALS

94. 26/-

95. LIKE PAGE AD

96. LIKE PAGE AD

97. LIKE PAGE AD
1,10,00020/-
500/-

98. RE-MARKETING AD

99. GOOGLE AD
http://wokexpressdemo2.pagedemo.co/
http://wokexpressdemo.pagedemo.co/

100. TEXT AD

101. DISPLAY AD

102. THANK
YOU