Assignment No: 1
Submitted by: Pranjal Mishra - 35113704424
Business Overview – Khana Khazana
Khana Khazana is a well-established pure vegetarian North Indian restaurant in Dashrathpuri. The
restaurant is known for its rich flavors, family-friendly ambiance, and event catering services. It
specializes in traditional North Indian dishes, offering special arrangements for marriages and parties.
Despite its strong local customer base, the restaurant lacks a strong digital presence, limiting its reach to
people searching for “best vegetarian restaurant near me” or “authentic North Indian food in
Dashrathpuri”.
Step 1: Market Research
Target Audience:
Demographics:
o Age Group: 20–50 years
o Customer Segments: Families, professionals, and event planners in Dashrathpuri
Interests & Preferences:
1. Prefer hygienic and reasonably priced North Indian cuisine
2. Frequently search online for vegetarian dining options
3. Look for catering services for special occasions
Competitor Insights:
Local Rivals: Other North Indian and vegetarian restaurants in Dashrathpuri
Key Takeaways:
1. Competitors with active social media and online ordering options attract more customers.
2. Many provide discounted catering packages and home delivery.
3. Google reviews and high visibility on food delivery platforms significantly influence
customer choices.
Step 2: Digital Marketing Strategy
Goals:
1. Enhance Online Visibility – Improve search rankings and digital presence.
2. Increase Customer Engagement – Build brand awareness through social media.
3. Boost Sales – Drive dine-in, takeaway, and event bookings.
1. Website & Local SEO
Action Plan:
o Develop a mobile-optimized website with details on menu, location, offers, and booking
options.
o Feature customer testimonials, Google Maps integration, and a contact form.
SEO Strategy:
o Optimize for local search terms like "best North Indian food in Dashrathpuri."
o Publish blogs on traditional recipes, behind-the-scenes content, and restaurant updates.
2. Social Media Marketing
Platforms: Facebook, Instagram, and WhatsApp Business
Content Plan:
1. Share high-resolution images and short videos of popular dishes, festive platters, and party
arrangements.
2. Utilize Instagram Reels and Facebook Live for chef insights and customer experiences.
3. Introduce a #KhanaKhazanaExperience campaign, encouraging customers to share their
dining moments.
Engagement Strategies:
o Respond actively to comments and messages.
o Conduct interactive polls, contests, and giveaways.
3. Google My Business & Food Delivery Apps
Google My Business Optimization:
o Regularly update business hours, menu, and special promotions.
o Encourage customers to leave positive reviews in exchange for discounts.
Delivery & Takeaway Expansion:
o Partner with Swiggy, Zomato, and Magicpin to increase online orders.
4. WhatsApp & SMS Marketing
Approach:
o Collect customer contacts through dine-in visits and online sign-ups.
o Send weekly updates about special thali deals, festive offers, and new menu additions.
5. Paid Digital Advertising
Advertising Channels: Google Ads, Facebook Ads, and Instagram Ads
Marketing Focus:
o Run location-based ads targeting Dashrathpuri residents.
o Promote family meal discounts and party catering services.
o Implement time-sensitive offers (e.g., “Book a Party This Weekend & Get 10% Off”).
Step 3: Implementation & Budget Breakdown
Activity Timeline Budget (₹)
Website & SEO Optimization 1 Month 20,000 (One-time)
Social Media Marketing Ongoing 10,000 / Month
Google & Social Media Ads 3 Months 15,000 / Month
Photography & Videography Monthly 5,000 / Session
WhatsApp & SMS Promotions Ongoing 3,000 / Month
Key Performance Indicators (KPIs)
Website Metrics: Monitor traffic, session duration, and conversions.
Social Media Growth: Track follower count, engagement, and shares.
Google Ranking & Reviews: Measure visibility and customer feedback.
Sales Data: Analyze online orders and footfall increases.
By implementing this tailored strategy, Khana Khazana will strengthen its digital reach, attract new
customers, and boost both dine-in and online orders in Dashrathpuri.
