Creating a digital marketing plan for the raw food restaurant complex Vegetaari K&K Oy

Abstract

The purpose of the thesis was to create a digital marketing plan for the company Vegetaari K&K Oy, which will operate a possible future opening in the future. In addition to this, the aim was also to raise awareness of the company’s main product, which is a plant-based live raw food. The theoretical part examined the history of live raw food, its health effects and its effects on the environment. In addition to this, the theory of digital marketing was also studied, which helped to create a digital marketing plan. Both of these theoretical sections helped the author for later research.

The research methods included a semi-structured interview in which the author interviewed the business owner about all of Vegetaari’s marketing efforts. The actual questions were divided into five different themes created by the author. In addition to this, the research methods included a content analysis in which the author compared the digital channels of two different competitors Silvoplee and Ruohonjuuri for the purpose of implementation of Vegetaari’s digital marketing plan.

Conclusions were reached through both theoretical and research sections. The conclusion is that Vegetaari K & K Oy's digital marketing needs more implementation in order to guarantee a possible future reopening. This study and outcome will provide the owner of Vegetaari K&K Oy with the tools to implement the company's future digital marketing plan, which will enable reopening in the near future. The Digital Marketing Plan created by the author also works for other small restaurant entrepreneurs, so it can be used for other entrepreneurs as well. In addition to this, the author has extensively researched the company’s main product, raw live food. It brings information to ordinary consumers and entrepreneurs who are mainly oriented towards vegetarian restaurant business sectors.