Social Media In An Alternative Marketing Communication Model

Industrial Background

Discuss about the Social Media In An Alternative Marketing Communication Model.

Business industry involves the hotel industry can be understood on taking a kaleidoscopic view of the economic, social positioning of the Chameleon Restaurant in the light of an organized and systematic way of incurring profit. Chameleon Restaurant is an aesthetically adorned restaurant located in New Zealand that hosts private parties, team meeting, non-profit events and family meals. Chameleon falls in the sector of food industry. The ambience that Chameleon Restaurant offers encourages the customers to hold their interactive and quality time within the circumference of the restaurant.

Advantages: One of the many advantages of Chameleon Restaurant for operating in the market of New Zealand it caters to the rapidly changing lifestyle pattern and needs of its consumers with innovation (Castronovo & Huang, 2012). Chameleon Restaurant has the advantage of customer loyalty for catering to the market to market considering their health along with ensuring the highest degree of food safety to them.

Threats: Some of the potential threats of Chameleon Restaurant could be the booming of restaurants that largely serve customers with the help of mobile technology applications. This has been considered as one of the major threats since Chameleon Restaurant offers a more traditional way of catering meals to its customers. An increase in the popularity of such tech-startups that provide instant gratification to the customers can be threatening to the more traditional concepts of restaurants.

Political Scenario: The political scenario of Chameleon Restaurant is not favorable especially with the growth of fast food chains that emphasizes more on providing cheap quality fast food to the customers (Armstrong et al., 2015).

Socio-economic:The socio-economic factors are in favor of Chameleon Restaurant since with the rising concern of healthier food choices, consumers are more inclined towards healthy and organic food. This has given Chameleon a loyal base of customers.

Technological: The technological aspect has a major impact on Chameleon considering the range of advantages that it has bestowed upon the business sector. It is the market where a business can no longer simply rely on pen and paper in order to reach out to a wider audience. If Chameleon is lagging behind in the technological sector it requires developing a well-crafted set of strategies to have a competitive edge (Ha, 2015).

Legal: The legal factors are connected with the laws and regulations that might have an impact on Chameleon Restaurant. Under the current circumstances the union laws have the power to determine the responsibilities that the hotels have towards their employees (Mooney & Slobodian, 2016).

Organizational Background

Restaurants falls in the sector of hospitality industry, a profit based institution that focuses more on catering to a diverse range of customers. Chameleon Restaurant has been operating in the market with the help of active cost control strategies so as to ensure the highest profit for the business (Ha, 2015). Its management is centralized on producing the best results in the areas of employee selection and retention, managing finance, food and inventory and looking after the technological aspects of the business. This is significant to ensure an overall high quality functioning of the restaurant as well as for accommodating it with the changing pattern of the market. The restaurant is located at Wellington, New Zealand, considered a quaint posh locality. Currently the restaurant has 650 employees belonging from diverse culture and ethnic background. Its financial condition is stable with its sustainable mode of establishing business. Website: https://www.chameleonrestaurant.co.nz/

It has a moderately good social media presence in several platforms like Facebook and Instagram. Operations it has a commercial foodservice operation. Strengths: in its strength it can be said that Chameleon offers a lucrative dining experience to its customers, New Zealand market hugely benefits from its surge in customers with strong preference towards fine dining options, cafes and restaurants.

Weaknesses: lack of upgraded marketing has resulted in the loss of brand identity amongst the newer generation who are much more acquainted with social media platforms for accessing information.

Some of the main issues that the organization is plagued with are:

Inadequate presence within the current generation is a growing issue (Taecharungroj, 2017). This has led to a loss of popularity and relevance amongst its consumers. Relevance of product or service is an important factor to maintain competitive edge in market.
Intense staff pressure to compete with the rival competitors who offer better and comfortable services for the consumers to choose from. This has also resulted in ill-health amidst the employees for a constant burden of out-performing their competitors.
Stiff competition in the face of “reputation economy” where due to the digitalized age, the restaurant’s reputation can be at stake. Chameleon has been struggling to grip its control over the market however with little success.
Struggle of maintaining brand consistency especially in an age where mobile based applications are flooding their customers with numerous options to choose from (Taecharungroj, 2017). This has provided with one of the main challenges of an intensely complicated market where Chameleon is constantly fighting with the data harnessing process. It due to these technological advances that customer are upgrading their performances especially based on biased customer review and ratings.

The above mentioned are some of the issues that Chameleon Restaurants wants to solve in order t gain a better market with more opportunities for growth.

Considerable decline in the presence of younger generation as customers of the Chameleon Restaurant has resulted in a thorough investigation of the operation and marketing process of the restaurant. This was unprecedented before and therefore a growing concern which might lead to development of new strategies as effective control measures.

The research objectives are as follows:

To evaluate the requirements for updating Chameleon’s social media presence as well as marketing strategies that would fuel its popularity in market.
To examine the social media business strategies taken up by rival firms or similar industry.
To find out the extend of profitability that social media marketing and usage of graphics would fetch to Chameleon Restaurant
To recommend better strategies to deal with the threats of world based on smart-phones and reviews.

How can chameleon restaurant maximize the benefits of utilize Instagram?
How other restaurants of wellington are using Instagram?
Why are hotel restaurants using Instagram?

Outline of Relevant Topics of Discussion and Theories- influencer marketing is a huge social media trend in the domain of business marketing

The generation has an addictive relationship with instagram hashtag which has been in turn used for social media marketing and customer dependency.

The culture of image sharing and community formation with the help of instagram and other social media platforms is beneficial for business.

Keywords- instagram trend, search engine, current users, influence of social media, istagram hashtags, power of visuals, instagram community worldwide, instagram marketing and business, culture

Issues in the Organization

Hollensen, S. and Raman, A. (2014). Social Media Marketing. Pearson Education, pp.5-9.

House, R., & Street, L. R. (2016). CULTURAL MARKETING STRATEGY. Acessed from https://www.researchgate.net/profile/Sonja_Poole/publication/308894478_Are_future_business_professionals_ready_for_multicultural_marketing_An_empirical_investigation/links/57f5afbf08ae8da3ce552fb5.pdf

Jayanetti, A., Jones, A., & Freeman, B. (2018). Pizza, burgers and booze: online marketing and promotion of food and drink to university students. Australian and New Zealand journal of public health, 42(1), 110-111.doi/abs/10.1111/1753-6405.12746

Taecharungroj, V. (2017). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552-571. doi/abs/10.1080/13527266.2016.1138139

Ting, H., Wong, W. P. M., de Run, E. C., & Lau, S. Y. C. (2015). Beliefs about the use of Instagram: An exploratory study. International Journal of business and innovation, 2(2), 15-31. Accessed from https://www.researchgate.net/profile/Hiram_Ting/publication/272026006_Beliefs_about_the_Use_of_Instagram_An_Exploratory_Study/links/54d9749c0cf24647581e492e.pdf

As stated in Ting et al., (2015) it is aptly observes how Instagram is being used for both business and personal reasons and more so due to its recent acquisition by Facebook, which has made instagram synonymous with photo sharing in order to develop social relationships. The sheer excitement and aesthetic pleasure that users feel via the art of taking photos and beautifying it with the multiple numbers of filters that instagram allows for. A number of business organizations ranging from start-ups to established sectors have taken advantage of this dynamic of photo sharing which helps in the formation of attitudes and beliefs. Another interesting theory as put forward by Ting et al., (2015) is the fact that with photo sharing and viewing the consumers establishes a sense of identification with one or two aspects of the products and therefore becomes inclined towards it. Hash tags serve the role of publicizing the photos and therefore the product or service to the users. According to Jayanetti, Jones & Freeman, (2018). with the help of social media marketing through instagram a number of fast food outlets were slowly penetrating its growth within the university campus due to the rising popularity amongst the teenage students. Moreover according to twitter Hollensen & Raman, (2014). The new mode of establishing communication via social media is more about frequent sharing of information and user feedback has enabled the marketers to know better about the changing dynamics of choices amongst their customers. This would foster new relationships with the customers. Advertising through pictures has the advantage of reaching out to the millions of smart phone users today with easy access to internet. As argued by Taecharungroj, (2017) today’s advertising does not necessarily revolve round the interaction between buyer and seller but the people who are surrounding the seller. This can have a positive impact on the growth of its business and facilitate smooth interaction with the customers. With the growth of viral marketing and customer-driven interaction has boosted business reputation and hit targeted customers with “shotgun” mass media methods. It explores in a systematic manner how purchasing a commodity is not an individual phenomenon but a social process and therefore the larger social picture should be taken into consideration with the medium of Instagram. The boon of picture sharing in different platforms has accelerated the power to beautify a service or brand and appeal to the aesthetic senses of the consumers. As stated by House & Street, (2016) instagram could be exploited for addressing a multi-cultural communication like many other business establishments are doing in order to create a marketing campaign going beyond the limitations of racial ideologies or biased cultural preferences. The mass appeal that instagram has can be utilized for an improved sale of products. Business organizations relying on a generation based on hash tags for the successful conveyance of information, sharing stories and poems to generate something more than a mere concept of traditional marketing, a marketing bordering on aesthetic story sharing and creating brand awareness.

Research Motivations(s)

For the purpose of data collection method the method of Qualitative data collection method would be used. The participants would be based on their knowledge and proficiency over social media, ranging from 16 years to established professionals of up to 55 years of age. For arriving to correct conclusions survey questions, data and statistics collected from authentic internet sources would be used following a thorough comparison of the assorted data. The respondents would be chosen on the basis of their profession as well.

What has developed your dependence on instagram and hash tags? Why do you think hash tags are important part of picture description today?
What Key Performance Indicators should be implemented on instagram marketing?
What are your favorite community pages? What influences your choice? How often do you check their posts?
How have you created a loyal community on instagram for your brand? How far it was effective in gaining you a better audience?
In your opinion what might be the best engagement strategy for followers on instagram? Do you think it would provide for a consistent strategy for long-term? Why?

The various statistics, charts and graphs that would be collected for the project would be analyzed via SAS that would help for an easy comparison of data. For keyword analysis SEMrush would be used that would be helpful for obtaining the country names as well

People are aware of their own stance and opinions regarding the usage of social media and especially instagram
Users can distinguish between marketing and normal sharing of photos by communities
People and their opinions are not subject to frequent fluctuations depending on mood or other inclinations.
Participants are socially aware that would help them to generate culture specific responses to the questions.
Respondents would not be unethical or biased in their views and they would answer the questions according to their best abilities.

There might be however, certain limitations to the study, for instance the current theories and journals published on the subject might not be sufficient enough to undertake a thorough assessment of the subject. It might also be the instance that there are limited access to people data and personal opinions which would otherwise be imperative for the successful completion of the study. The other possible limitations are lack of adequate funding and biased answers of other marketing experts on their utilization of Instagram.

Reference List:

Hollensen, S. and Raman, A. (2014). Social Media Marketing. Pearson Education, pp.5-9.

Taecharungroj, V. (2017). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552-571. doi/abs/10.1080/13527266.2016.1138139

Johansson, F., & Engström, S. (2016). Instagram Brand Equity: How Generation Y can be reached through Instagram Marketing. Accessed from https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A944096&dswid=1911

Ha, A. (2015). An Experiment: Instagram Marketing Techniques and Their Effectiveness. Accessed from https://digitalcommons.calpoly.edu/comssp/185/

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education. Accessed from https://uhra.herts.ac.uk/handle/2299/16526

Mooney, M., & Slobodian, S. (2016). Seeing the wood for the trees: Fixing large undefined problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4), 294-303. Accessed from https://www.ingentaconnect.com/content/hsp/jdsmm/2016/00000003/00000004/art00002

De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91. Accessed from https://www.sciencedirect.com/science/article/pii/S1094996812000060

Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66. doi:10.5539/ijbm.v8n14p66

Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117. Accessed from https://search.proquest.com/openview/180ba2f3409de6e5fc87629ebee02796/1?pq-origsite=gscholar&cbl=536309

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