Competitive Analysis & Digital Marketing Strategies For Grill’d Healthy Burgers

Brief overview of the company

This report discusses the competitive analysis of Grill’d Healthy Burgers – Made with Love, Australia. It report demonstrates objectives of digital marketing and determines target market along with positioning and branding approaches. Further, it depicts many recommendations for promotion, product, price, and place approaches. In last, it shows digital marketing communication plan and monitoring strategies with respect to the Grill’d Healthy Burgers – Made with Love.

A brief overview of the company

Grill’d Healthy Burgers – Made with Love is established by Simon Crowe in 2004. This organization delivers a healthy burger to their consumers and retain them for long-term. Healthy burgers could be good for the health community. Taste could be the highest priority for an individual hence Grill’d Healthy Burgers give more preference to the consumer taste and retain them for long-term (Grill’d, 2018). Moreover, the organization should also consider certain factors named quality, delivery time, and the range of products and services. It will be imperative for retaining consumers and operate the business process. In addition, it is evaluated that this organization has delivered their best to society.              

Competitive analysis

Factors of Analysis   Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Grill’d Healthy Burgers – Made with Love, Australia	Domino’s Pizza
Web marketing	· The main motives of Grill’d Healthy Burgers is to using web marketing is that it attract the consumers to visit on their Web. · This organization has also used the impressive web that easily attracts consumers and changes their buying behaviour (Lapidoth, 2017).	· Domino’s Pizza used web marketing for pooling their consumers.
SEO	SEO offers opportunities to increase the position of websites on SERPs (search engine results pages) on sites names Bing, Yahoo, and Google. Grill’d Healthy Burgers mainly use Google to promote their goods and services.	Domino’s Pizza does not spend a huge amount of money on the SEO sources as it leads to a decline in their number of consumers (Niu & Ho, 2014).
SEM	SEM enables the organization to increase the visibility of the Web on the search engine results pages. Grill’d Healthy Burgers uses this tool and make higher benefits.	Domino’s Pizza implies SEM to increase their visibility but their website is complicated to use hence it makes negative image among consumers.
SM advertising	Social media advertising is an imperative tool and technique for collecting suitable responses of their consumers. Grill’d Healthy Burgers – Made with Love uses Facebook, Twitter, Instagram, Snapcaht, and Printmedia. The team of this organization maintain their followers by converse with their followers like and comment on their post (Wang, Bian, Xiao, & Wen, 2015).	Domino’s Pizza uses certain sources of social media to directly communicate with their desire consumers named Facebook, Twitter, Instagram, and LinkInd. It is also evaluated that this organization is failed to maintain their followers that negative impact on their overall condition.
Email method	Grill’d Healthy Burgers – Made with Love uses email method and directly collect the feedback of their burger and make amendment as per the requirements of consumers to retaining them in the upcoming period.	Email method is not frequently used by Domino’s as it would decline the probabilities of getting a higher outcome.

SWOT analysis 

Strength · Effective advertisement and brand name in Australia. · Hygienic atmosphere and space for Kids · Trained safe members · Reasonable price (Tagg, 2015).	Weakness · Lack of implication of modern technology · Weak product development
Opportunities · Reasonable prices could lead the firm to expand their business ta global level · The hygienic atmosphere is effective for attracting consumer	Threats · Weak product development could make the possibility of lower profit. · The threat of local market players

Identification of Target market (s) and relevant Branding and positioning strategies 

Grill’d Healthy Burgers – Made with Love will imply undifferentiated marketing strategy to influence the buying behaviour of the consumers in limited time and cost. This strategy could be imperative for concentrating the targeted market and make higher benefits.      

Positioning

Grill’d Healthy Burgers – Made with Love will concentrate on that consumer who believes in the modern lifestyle. The main purpose of this lifestyle of people is that they try to have healthy foods products. It will be effective for getting reliable outcome (Androutsopoulos & Juffermans, 2014).    

The strategy of a social media campaign 

There are many approaches that could be considered by the organization to improve the issues of the firm in limited time and cost. These are named Owned Media Design & Placement, Paid Media Design & Placement, and Earned Media & Social Listening Plan. These are discussed s below:

Owned Media Design & Placement

Grill’d Healthy Burgers – Made with Love organization could use owned media design tool to promote their specified products and services. Furthermore, it is illustrated that there are certain advantages that could be used by the firm to make higher benefits like a company blog, website, and mobile site (Feenstra, & Casero-Ripollés, 2014).        

Competitive analysis

Paid Media Design & Placement

Paid media placement and design could be imperative for spreading the awareness of products and services. Further, Grill’d Healthy Burgers – Made with Love will imply Paid media design and placement wherein firm could consider many sources to operate a business like Paid Social, Display, Pay per click, LinkedIn, YouTube, and Twitter. Further, it will be effective to promote goods and services of the firm.              

Earned Media & Social Listening Plan

Earned Media & Social Listening Plan approach could also be practised by Grill’d Healthy Burgers for directly conversing with their existing and potential consumers and make a reliable relationship with them in limited time. The main motive of practising this method is that it makes two-way communications between consumers and the company (Gandhiraj & Soman, 2014).   

Digital marketing communication objectives

• To spread the awareness of the brand among a huge number of consumers.   
• To enhance the demand of consumers by 40%  
• To increase the company revenue by 30%

Digital marketing communication Mix plan

The digital marketing communication mix plan could be vital to effectively converse with their consumers and positive outcome. An organization could use much digital marketing communication mixes to operate the business and get a positive outcome

Content Marketing

The content marketing could lead the organization to imply storytelling and reliable data to enhance brand awareness with the goal of getting the targeted audience to make a profitable action.       

In addition, it is evaluated that content marketing facilitates the firm to build an effective relationship with their potential consumers for long-term (Sisko Maarit Lipiäinen, Ensio Karjaluoto, & Nevalainen, 2014).    

Social media management 

In the current business era, social media management could be a major task for the organization as it would influence the image of the firm. Social media is a way by which a firm could be capable to increase awareness of goods and services among targeted consumers. There are many sources that are considered as social media named Twitter, Pinterest, Facebook, and Snapchat. Moreover, it is examined that social media marketing is the application of social media methods and websites to endorse their goods and services (Fradkov, Andrievsky, & Ananyevskiy, 2014).

Moreover, social media could facilitate the organization to share their data and increase the engagement with followers, partners, competitors, and consumers on platforms of social media. It could be imperative for offering their products and services in a systematic matter. Moreover, it is examined that social media marketing is decline complication of conducting directly conversation with potential consumers. It would be imperative for improving the brand awareness level of goods and services.                                 

SWOT analysis

Email Marketing

Email marketing could be the best method for dealing with the current era. The organization could frequently update their email and build a reliable relationship. Further, by offering value with their email, the firm could be capable to build trust and increase the brand awareness. Moreover, the email marketing method will always be used to earn higher in the least time. Moreover, it is evaluated that the email method enables the firm to directly communicate with consumers and comprehend their needs and wants towards products and services. It would be effective for increasing the satisfaction level of employees (Rohde, Zahnd, & Whitaker, 2017).        

SEO (search engine optimization)

Search engine optimization is the procedure of optimizing information on the websites. It demonstrates the search outcomes on the search engines that could be Bing, Yahoo, and Google. Moreover, SEO demonstrates keywords that could be used by consumers for any products and services. Thus, it is evaluated that search engines optimization could lead the specified firm to pool consumers at one place and reach ta the valid conclusion. In addition, SEO found many suitable keywords and many phrases in the website copy that the firm wants to demonstrate in search and get links of content (Kotfila, 2014).              

Search Engine Marketing (SEM)

Search Engine Optimization identifies the procedure of obtaining unpaid traffic by considering the search engines. Apart from this, Search Engine Marketing could determine as paid services for increasing consumer traffic and make a reliable decision. The primary purpose of search engine marketing is to influence a huge number of consumers towards the specified products and services. In the current era, Google Adwords is frequently used by most of the organization due to the positive image of Google in the marketplace. Moreover, it is examined that SEM marketers pay a huge amount of money to show messages that an organization wants to deliver among consumers. It will create possibilities for getting success (Creedon, 2014).        

Monitoring and control

Monitoring and controlling is an imperative tool for evaluating the business process and make a favourable decision. There are two kinds of methods that could be practised for monitoring and controlling the business named feedback and return on control.    

Feedback

Grill’d Healthy Burgers could imply the feedback method and collect the opinion and views of the consumers to comprehend the actual situation of the firm. This method could also be effective for making a favourable image of the organization. It could be effective for unfavourable as well as the favourable aspect of the practices of marketing. By considering the feedback of consumers, a company could require alteration and execute the plan imperatively (Barnela, & Kumar, 2014).         

Undifferentiated marketing strategy for Grill’d Healthy Burgers

Return on investment

Return on investment could be an effective component of implementing the plan of digital marketing. Through this corporation could evaluate the overall cash inflow and cash outflow and decide that whether the organization has spent more money. In this method, the organization would be capable to decide where they will spend money for accomplishing their desired goal. This method will also lead the organization to obtain the expected return on the investment (Barnela, & Kumar, 2014).       

Conclusion

With respect to above discussion, it can be summarized that Grill’d Healthy Burgers could use the competitive analysis method and SWOT analysis method to examine the external as well as the internal situation of the firm and reach the valid conclusion. Further, it can also be illustrated that the firm will make the digital marketing objectives as well as plan to accomplish the aim and objectives of the firm. Moreover, organizational could use undifferentiated targeting strategy to make their unique image in the Australian market. In last, it can also be concluded that the organization could use many sources of the digital marketing mix and meet the aim and objectives.  

References

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Barnela, M., & Kumar, D. S. (2014). Digital modulation schemes employed in wireless communication: A literature review. International Journal of Wired and Wireless Communications, 2(2), 15-21.

Creedon, P. (2014). Women, social media, and sport: Global digital communication weaves a web. Television & New Media, 15(8), 711-716.

Feenstra, R. A., & Casero-Ripollés, A. (2014). Democracy in the digital communication environment: A typology proposal of political monitoring processes. International Journal of Communication, 8, 21.

Fradkov, A. L., Andrievsky, B., & Ananyevskiy, M. (2014). State estimation and synchronization of pendula systems over digital communication channels. The European Physical Journal Special Topics, 223(4), 773-793.

Gandhiraj, R., & Soman, K. P. (2014). Modern analogue and digital communication systems development using GNU Radio with USRP. Telecommunication Systems, 56(3), 367-381.

Grill’d (2018) About us. Retrieved from: https://www.grilld.com.au/about.

Kotfila, C. (2014). This message will self?destruct The growing role of obscurity and self?destructing data in digital communication. Bulletin of the Association for Information Science and Technology, 40(2), 12-16.

Lapidoth, A. (2017). A foundation in digital communication. USA: Cambridge University Press.

Niu, Y., & Ho, D. W. (2014). Control strategy with adaptive quantizer’s parameters under digital communication channels. Automatica, 50(10), 2665-2671.

Rohde, U. L., Zahnd, H., & Whitaker, J. C. (2017). Communications receivers: principles and design. McGraw-Hill Education.

Sisko Maarit Lipiäinen, H., Ensio Karjaluoto, H., & Nevalainen, M. (2014). Digital channels in the internal communication of a multinational corporation. Corporate Communications: An International Journal, 19(3), 275-286.

Tagg, C. (2015). Exploring digital communication: Language in action. Routledge.

Wang, Y. W., Bian, T., Xiao, J. W., & Wen, C. (2015). Global synchronization of complex dynamical networks through digital communication with limited data rate. IEEE transactions on neural networks and learning systems, 26(10), 2487-2499.