Digital Marketing Plan for Petiscaria Restaurant

Abstract

This document is a product-oriented thesis introducing a digital marketing plan for a Portuguese restaurant called Petiscaria. The commissioning party is located in Hielatahden Kauppahalli, in the centre of Helsinki, which specialises in Portuguese food and beverages. The main objective of the study is to create a solid, practical and relevant B-to-C digital marketing plan.

The study contains two parts mainly: the theoretical framework and the digital marketing plan itself. During the first section, the author explains the concepts that are significant in a marketing plan, such as social media marketing, content marketing, email marketing, SEO (Search Engine Optimization), among others. In the same chapter, he analyses the importance and the relevancy of a digital marketing plan for small and medium-sized companies. Furthermore, the SOSTAC model is introduced as a method to develop the plan.

The second part is focused on the digital marketing plan. It starts with a situation analysis, which consists of an understanding of the restaurant environment (digital and physical), the target groups selected, and competitors to have into consideration. After that, the author develops his ideas and concepts that are detailed in the chapter. The plan is designed based on PR Smith's SOSTAC model. Furthermore, the author considers how the COVID-19 outbreak affected businesses and how digital marketing can help solve new challenges.

Different online sources and books were used in order to give reliable information to the commissioning party. The result of this thesis is a digital marketing plan designed to meet the needs of the company. The final project will be delivered to the owners of the enterprise.