Digital Marketing Plan for Lounasravintola Mango
Ohanwe, Marita (2018)
Ohanwe, Marita
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053011237
https://urn.fi/URN:NBN:fi:amk-2018053011237
Tiivistelmä
Lounasravintola Mango is a lunch restaurant serving a delicious mixture of Finnish- and Asian-styled cuisine. As a company, it includes both a restaurant and a café side. The restaurant was opened in the summer of 2017, so at the publishing time of this thesis, it is still quite new. Their digital marketing side of business is only in the making.
The restaurant is located near to the Siilitie underground station in Helsinki, in a district with a lot of competing lunch restaurants. This factor especially makes a digital marketing plan essential. Even with a good product, standing out from a large crowd of competitors is a struggle.
This is why the author decided to create a digital marketing plan for Lounasravintola Mango. The plan consists of guidelines, tools, analyzations and opinions on how to manage the restaurant’s social media and internet traffic. The product-based thesis as a whole consists of: an introduction, a theoretical framework, the planning, the process, the results, general discussion and three appendices (the digital marketing plan, a summary of the digital marketing plan and a quantitative survey form).
A prototype of a website was also created as a part of this thesis process. As the time this thesis was being made, the restaurant’s only digital marketing channel was Facebook. The website prototype was designed to be used as a base with all the essential information Lounasravintola Mango’s real website is supposed to have. The plan was that Lounasravintola Mango could use this base as a tool in creating the real website, or that they could use the prototype as their official website if they wished to.
The author used principally quantitative research methods and created a structured survey in printed paper form. The survey’s purpose was to get information on whether the website had everything that the customers might require. During a two-week period, 15 customers answered questions on the content, the appearance and the clarity of the website demo, as well as the restaurant’s existing social media. These results helped the author in knowing if she was on the right track with the website and the digital marketing plan and if there was something that she was still missing.
The thesis process took approximately four months in total with a steady, but intense work schedule. The process started in February of 2018 and was finished in May that same year. The results of the digital marketing plan could not be measured during the making of this the-sis, so the only results included are the opinions of the commissioning party. Fortunately, they found the marketing plan beneficial for the restaurant and that it will aid them greatly in increasing internet traffic, visibility and the overall popularity of the restaurant.
The restaurant is located near to the Siilitie underground station in Helsinki, in a district with a lot of competing lunch restaurants. This factor especially makes a digital marketing plan essential. Even with a good product, standing out from a large crowd of competitors is a struggle.
This is why the author decided to create a digital marketing plan for Lounasravintola Mango. The plan consists of guidelines, tools, analyzations and opinions on how to manage the restaurant’s social media and internet traffic. The product-based thesis as a whole consists of: an introduction, a theoretical framework, the planning, the process, the results, general discussion and three appendices (the digital marketing plan, a summary of the digital marketing plan and a quantitative survey form).
A prototype of a website was also created as a part of this thesis process. As the time this thesis was being made, the restaurant’s only digital marketing channel was Facebook. The website prototype was designed to be used as a base with all the essential information Lounasravintola Mango’s real website is supposed to have. The plan was that Lounasravintola Mango could use this base as a tool in creating the real website, or that they could use the prototype as their official website if they wished to.
The author used principally quantitative research methods and created a structured survey in printed paper form. The survey’s purpose was to get information on whether the website had everything that the customers might require. During a two-week period, 15 customers answered questions on the content, the appearance and the clarity of the website demo, as well as the restaurant’s existing social media. These results helped the author in knowing if she was on the right track with the website and the digital marketing plan and if there was something that she was still missing.
The thesis process took approximately four months in total with a steady, but intense work schedule. The process started in February of 2018 and was finished in May that same year. The results of the digital marketing plan could not be measured during the making of this the-sis, so the only results included are the opinions of the commissioning party. Fortunately, they found the marketing plan beneficial for the restaurant and that it will aid them greatly in increasing internet traffic, visibility and the overall popularity of the restaurant.