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10 Old Grimsbury Rd, Banbury OX16 3HG, UK

24384 Marketing Project for UTS Marketing Decision Making

Task Description

5) Recommended Marketing Mix 2: Individual Parts
(THIS FROM INDIVIDUAL PARTS; ~2,500 words [which is roughly 10 pages] for each individual marketing recommendation;

a) Segment 1 (Individual 1)
b) Segment 2 (Individual 2)
c) Segment 3 (Individual 3)
d) Segment 4 (Individual 4)
e) Segment 5 (Individual 5)
f) Segment 6 (Individual 6; only if have 6 members in team)

6) Budget (1 mark; ~1-2 paragraphs)
a) What is your overall budget?
b) How will you split the budget between activities?

7) Conclusion (1 mark; ~1 paragraph)
a) VERY quick recap (2-3 sentences)
b) Success: must include what outcomes will specifically make your marketing plan a SUCCESS

Solved Work:


5. Segment 1 Marketing Recommendations

5.1 Customer-centric focus

5.1.1 Customer segment

DemographicAge group: 20 years and aboveEthnicity: IndiansIncome group: middle to high incomeProfession: No restrictions
BehaviouralHigh revisit rateLoyal customersHigh purchasing frequency High internet consumption
GeographicalRedfern, New South Wales, Australia
PsychographicsVegan lifestyleHealthy food consumption habitsPrefer Indian dishes and street foodsFlexitarian consumption

Table 1: Market Segmentation

5.1.2 Target Audience and Rationale

The target audience for Flyover Fritterie includes individuals who are Indian immigrants in Australia as the primary customer segment from a demographic aspect. From the behavioural aspect, the selected segment includes consumers with high revisit rates and internet consumption. The geographical segment is limited to Redfern in New South Wales, Australia. At last, the psychographic segment includes a flexitarian consumption pattern among consumers. The reason behind focusing on Indian customers is that the restaurant specialises in Indian cuisine, which includes several Indian beverages, street food and mains. For increasing the sales of such items, it is important to target the customer segment that has the highest consumption trend of such food items. According to Bhattacharya et al. (2021), the value created by this restaurant company also considers the needs of the selected customer segment, including Indian consumers.

Next, high revisit rate and internet consumption are selected for the given market segment because focusing on consumers who are loyal and reflect high revision patterns become sources for introducing more new customers to this restaurant through word-of-mouth marketing. Customers who revisit the restaurant frequently directly imply that they are highly satisfied with the product and services offered at the restaurants and, with time, become loyal customers contributing consistent revenue to the business organisation. High internet consumption implies that these audiences can be seamlessly addressed through digital platforms ideal for marketing and advertising practices. Since there is only one outlet of the restaurants, the geographical segment is limited to Redfern. As per Carty (2021), the reason behind focusing on flexitarian consumers is that they are flexible eaters giving the business opportunities to diversify their portfolio instead of restricting themselves to vegetarian or street food items. Portfolio diversification is a driving force for sustainable growth for any business in the long run.

5.2 Understanding Customers, competitors, and Company

5.2.1 Interests

The customers are generally interested in Indian street food like the Indian tea called chai and the cakes not commonly found in New South Wales or any other place outside India offering similar taste and quality. Flyover Fritterie offers a wide array of Indian street food items other than beverages and means with taste and quality that the customers, who are mostly Indians, enjoy since it reminds them of the flavour they enjoyed at home. Hye et al. (2020) opined that this sums up consumers’ interest in the company, resulting in their interaction with the restaurant. Other than being interested in Indian food, these customers also are interested in following a vegan or flexitarian lifestyle, where they prefer consuming healthy food items. Indian food items contain many vegetables and other healthy ingredients, often considered ideal for those trying to maintain a healthy diet.

These customers can also consume Indian food products from other businesses in New South Wales like “Desi Street Food”, which provides takeaway along with dine-in options in Girraween or “Indian Street Food by Billu’s” in Sydney with dine-in and takeaway facilities. There are other Indian businesses covering a range of similar street food and main course items, which are of great interest to Indian consumers in Australia residing in these regions (Flyoverfritterie, 2023). Nevertheless, when options increase in the market, customers expand their area of interest, looking for additional value, such as ambience food quality portfolio, to make purchasing choices.

5.2.2 Shopping patterns

The identified customer segment reflects a shopping pattern that can be corrected as high purchasing frequency, customer loyalty and high revisit rate to the restaurant business. These consumers have also been found to reflect a tendency of high internet consumption, implying that they are often influenced by online advertisements or even become aware of Indian businesses offering Indian street food near them from these online advertisements. Kumar (2020) reckoned that this summarises the behaviour aspect of the customer segment for Flyover Fritterie. With increasing Technology advancement, other similar businesses have also adopted online advertising to increase the business’s awareness and visibility to the target audiences. In other words, these businesses are influencing the shopping patterns of the target audience. This is the shopping pattern that the target audience reflects when interacting with competitors of Flyover Fritterie. These customers adopt such shopping patterns since they are highly convenient for them increasing accessibility and knowledge to relevant products and services they require.

5.2.3 Decision-making process

The perceived value and expectations of the business determine consumers’ decision-making process. This perceived value and expectations are reflected in the pricing and quality of the products offered by the restaurant. The generic decision-making process of the customers is influenced by the type of information they are exposed to about the market, including standard industry prices for a specific quality. The decision-making process involves the customer undertaking market research to increase the knowledge about available options through Internet research. Malicha (2022) derived that the customers then examine the promises and the value proposition offered by the options available against the customer’s pain points for concluding the decision. In other words, the customer journey model is identical to the generic decision-making process the customer segment undertakes.

Considering the stages of the customer journey through which customers engage in decision-making, they directly assess the value delivered by Flyover Fritterie for concluding that judgement. While in a situation when there are multiple options or comparators available in the market, the customers engage more thoroughly in research comparing the value offered by these alternatives in order to select the best one that suits the requirements of the customer.

5.3 Creating, communicating and delivering customer value: Overview

Figure 1: Purchase funnel

The above visual representation of the purchase funnel has been applied to determine the proposed marketing plan strategies. The proposed marketing strategies used by the company are briefly discussed below:  

  • Awareness

Digital and online advertising will be used to increase awareness among target audiences about the value that Flyover Fritterie generates. Nesterchuk et al. (2022) propounded that this strategy helps in increasing the visibility of the restaurant business digital reflex high internet consumption.

  • Consideration

Social media pages and the restaurant’s official web page need to be refined with better content and images revealing crucial information about the products and the value day of a target audience to understand the benefits of interacting with this business (Dwivedi et al. 2015).

  • Conversion

Conversion involves the act of purchasing by the customers, which will be optimised by including multiple payment methods and who deliver services. Reeve et al. (2020) denoted that the delivery services will be able to cover a wider area while the multiple payment methods will make transactions more convenient for the customers.

  • Loyalty

Email marketing will be used to retain customers who will be updated about discounts and new menu items, therefore, retaining interaction with the customers, which influences their revisit to the restaurant (Singh et al. 2018).

5.4 Creating customer value

5.4.1 Expansion of products and services

Social media and online advertisement marketing allow the company to increase its sales channels there; including more services and items on the menu will help increase market share. The role of this marketing is to increase the market share and profitability of the business. This marketing strategy aims to offer customers a more diversified menu to retain them and constantly offer something new to existing customers (Roy and Goswami, 2020). The limitation of this strategy is that the expansion of the product portfolio and services employees increased expenditure.

5.4.2 Rationale

The advantage of using this marketing to the target audience is that they will have access to multiple food items, especially street food which delivers a similar taste that is found in India. New menu items that will be introduced include one of the most popular street foods called “pani puri” and a very commonly consumed drink called “lassi”. Including these popular items in the existing menu will attract a larger share of target audiences. Improving the delivery services will allow the restaurant to cover a larger area in the location hence being able to deliver its product to more customers (Sacks et al. 2020). However, the shortcoming of this marketing strategy is increased operation and cost and increased market rate; nevertheless, effective business operations can overcome these challenges seamlessly.

5.4.3 Impact on the target audience

The customers will notice the effort made by the restaurant business since the incorporation of new items attracts the customers, especially since these are highly popular street food and drinks widely enjoyed in India. In other words, the company’s value proposition increases, improving customer experience and satisfaction and encouraging the customers to act based on this marketing method (Shin and Cho, 2022). Improved delivery service and introduction of new products will encourage customers to try these new elements of the restaurant.

5.4.4 Marketing content

  • Content for portfolio expansion

Figure 2: Pani Puri (on the left) and Lassi (on the right)

What was your favourite street food back in India? We bet there are a couple and Pani puri is one of them.

Now introducing pani puri and lassi on our menu, so at some time, join us. We take you on a nostalgic ride.”

  • Content for delivery service refinement

“We are glad to announce that now we will be able to cover a wider area and are extending delivery services.”

5.4.5 Reaching the Customers

In order to reach the existing target audience of the company, email marketing will be incorporated. The current customers can forward the email to prospective customers. The messages included in the email have been presented in the above section of marketing content.

In addition to this price-based positioning strategy will be used to attract prospective customers and satisfy existing customers, where the pricing of the products will be more controlled through discounts (Surya et al. 2022). The strategy includes micro-marketing since only a specific neighbourhood will be targeted around the target audience’s geographical area.

5.4.6 Measurement and Evaluation

The units of pani puri and lassi sold to customers will be evaluated and when this unit increases, it reflects the marketing strategy’s success (Kingsnorth, 2022). In addition, the increase in deliveries by 20% and more will be considered another success metric for Flyover Fritterie. Moreover, the restaurant’s overall traffic and revenue growth by 30% is expected, which acts as another measurement and evaluation factor.

5.5 Communicating customer value

5.5.1 Digital Marketing

Digital marketing uses online platforms like social media and email marketing to communicate customer value to the target audiences. This strategy aims to increase awareness about Flyover Fritterie in the market while its purpose is to reflect customer-centric organisation behaviour (Kingsnorth, 2022). The limitation of the strategy is hi competition since all similar brands have adopted digital marketing techniques to embrace competitive advantage.

5.5.2 Rationale

Considering the benefits of digital marketing, like cost efficiency and increased cost, it is ideal for targeting current and prospective customers as it complies with the awareness and consideration stages of the purchase funnel. Digital marketing helps target audiences increase their knowledge about the product and services offered by the company, helping them in that decision-making process (Yoon et al. 2020). However, the issue with digital marketing is that it may confuse the target audience if the company fails to deliver critical information briefly and precisely about the company through images and written content.

5.5.3 Impact on the target audience

The customers will notice this method since it becomes an integral part of the customer journey or purchases funnel in the awareness and consideration stages. Online advertising seamlessly gets the target group’s attention, influencing customer behaviour based on the information the online advertisements deliver to the target audience (Ashraf et al. 2023). If the company can succinctly integrate important details and match the perceived value and expectations of the customer, they are more likely to influence customer behaviour. As a result, the company will be able to convert these consumers.

5.5.4 Marketing content

The marketing content that will be used for communicating customer value remains the same as it was in creating customer value which can be found in the previous section (Patrutiu Baltes, 2015). Other than this, videos will be curated and uploaded on online platforms for the target audience to see them and judge the restaurant.

5.5.5 Reaching the Customers

Previously in creating customer value, it was suggested that price-based positioning and micro-marketing strategies would be used to reach out to existing and prospective customers.

Figure 3: Instagram page

Social media and web page development will reach the company’s target audience. Social media platforms like Instagram, Facebook and Twitter engagement will be enhanced through paid advertisements and influencer marketing (, 2023). The brand will collaborate with Indian celebrities to increase its popularity on social media. On the other hand, the company will incorporate customer stories to increase information about the potential experience customers will enjoy at the restaurant.

5.5.6 Measurement and Evaluation

The number of likes, shares, comments and followers on social media is expected to increase by 30% due to the marketing strategy. The number of delivery orders is also expected to grow by 20% due to the integration of customer stories in the form of reviews for restaurant services.

5.6 Budget                          

ParticularsAmount in AUD
Ingredients for new items20
Skills development for staff50
More delivery personnel150
Delivery expenditure100
Paid advertising200
Online collaboration fees2000
Curating better visual content500
Web Page optimisation200

Table 2: Budget allocation

The overall budget for the marketing plan is 3220 AUD, including skills development for staff, web page Optimisation, better visual content, online collaboration fees, paid advertising, delivery expenditure, more delivery personnel and ingredients for new items. The allocation of the budget between different suggestions has taken place using the Delphi Technique of budget estimation (Ashraf et al. 2023). The measures of success include a 50% return on investment within the first 12 months of implementing the marketing plan. Additionally, if the initial budget can cover all the expenses of the marketing plan without requiring additional funds later, it is another measure of success implying effective budget planning.

Reference list

Ashraf, M.A., Ahmed, H.A., Hassan, T.H., Wael Mohamed, M.A., Fathi, M.D., Maha Abdul-Moniem Mohammed El-Amin, Adam Basheer, A.K. and Hanem Mostafa, M.A., (2023). Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context. Sustainability, 15(9), pp. 7207. doi:

Bhattacharya, A., Zutshi, A. and Bavik, A., (2021). Building resilience for food service businesses in times of crisis: a Four-F action plan. International Journal of Contemporary Hospitality Management, 33(10), pp. 3400-3441. doi:

Carty, K.S., (2021). Towards a proactive, capabilities-based continuity framework for the hospitality and tourism industry. Worldwide Hospitality and Tourism Themes, 13(3), pp. 418-430. doi:

Dwivedi, Y.K., Kapoor, K.K. and Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, [online] 15(3), pp.289–309. doi:×14441363377999.

flyoverfritterie (2023). [online] Available at: [Accessed 8 Jun. 2023].

Hye, J.S., Hyun, Y.K. and Cho, M., (2020). How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk. Sustainability, 12(17), pp. 7131. doi:

instagram (2023). Login • Instagram. [online] Available at: [Accessed 8 Jun. 2023].

Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing. [online] Google Books. Kogan Page Publishers. Available at: [Accessed 8 Jun. 2023].

Kumar, V., (2020). Global implications of cause-related loyalty marketing. International Marketing Review, 37(4), pp. 747-772. doi:

Malicha, D. (2022). Document unavailable – ProQuest. [online] Available at: [Accessed 27 Nov. 2022].

Nesterchuk, I., Komarnitskyi, I., Samoday, V., Chunikhina, T., Chernyshova, T. and Tyshchenko, S., (2022). Business Planning and Marketing of Gastronomic Projects in the Hotel and Restaurant Industry. Economic Affairs, 67(3), pp. 307-316. doi:

Patrutiu Baltes, L. (2015). Content marketing -the fundamental tool of digital marketing. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences •, [online] 8(57). Available at:

Reeve, B., Thow, A.M., Baker, P., Hresc, J. and May, S., 2020. The role of Australian local governments in creating a healthy food environment: an analysis of policy documents from six Sydney local governments. Australian and New Zealand Journal of Public Health, 44(2), pp. 137-144.

Roy, P.S. and Goswami, P., (2020). Integrating social enterprise and social marketing with shadow framework: A case for peacebuilding. Journal of Social Marketing, 10(2), pp. 153-178. doi:

Sacks, G., Robinson, E., Cameron, A.J., Vanderlee, L., Vandevijvere, S. and Swinburn, B., (2020). Benchmarking the Nutrition-Related Policies and Commitments of Major Food Companies in Australia, 2018. International Journal of Environmental Research and Public Health, 17(17), pp. 6118. doi:

Shin, S. and Cho, M., (2022). Green Supply Chain Management Implemented by Suppliers as Drivers for SMEs Environmental Growth with a Focus on the Restaurant Industry. Sustainability, 14(6), pp. 3515.doi:

Singh, G., Singh, H. and Shriwastav, S. (2018). Improving Email Marketing Campaign Success Rate Using Personalisation. Advances in Analytics and Applications, pp.77–83. doi:

Surya, B., Hernita, H., Salim, A., Suriani, S., Perwira, I., Yulia, Y., Ruslan, M. and Yunus, K., (2022). Travel-Business Stagnation and SME Business Turbulence in the Tourism Sector in the Era of the COVID-19 Pandemic. Sustainability, 14(4), pp. 2380. doi:

Yoon, B., Chung, Y. and Jun, K., (2020). Restaurant Industry Practices to Promote Healthy Sustainable Eating: A Content Analysis of Restaurant Websites Using the Value Chain Approach. Sustainability, 12(17), pp. 7127. doi:

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