It is not surprising that after making research, New DNA marketing is more potent and beneficial for a business compared to the Old DNA. Therefore, it is of best interest to recommend “Alhaji Suya” to co-operate the modern day means of marketing into their own marketing strategy by establishing an online existence.
The company of choice that falls into the category of Old Marketing DNA is “Alhaji Suya”. This is a Nigerian grill house that specializes in the popular West African food item “Suya” (See Figure 1). Alhaji suya is mainly a takeaway place, with limited seating for about five. “Alhaji” is an African term referring to a gentleman while “suya” is a type of skewered shish kebab that is expertly spiced and grilled on an open flame. From my personal background of living in Nigeria for a couple of years, “suya” is extremely popular and well selling in all parts of the country. The business is owned by a Nigerian man located at 15 Peckham Road SE15 6TR in London. The business lacks a personal website and the appropriate social media presence as it only uses facebook account with a little over 500 followers as the primary means of marketing their product to customers. Potential customers could be lost this way as there are a lot of Nigerians living in the UK as a whole and the annual tourists coming in as well (See Figure 3) if the appropriate measures to New Marketing DNA are not implemented.
3.0 MAIN BODY
As explained earlier, Alhaji suya only operates a facebook account as a means of marketing. This Facebook account, in turn, is not handled and managed properly as a visit to the account only provides images with basically no information concerning the range of products they offer to customers. This is understandable after paying a visit to this eatery that the owner is employing a similar marketing procedure to that of Nigeria which is still a developing country. However, this system will be less effective in a country like the United Kingdom where technological advancements are at a peak level, unlike the Nigerian system where internet is not easily available to a majority of the population.
According to Todor, 2016, “It is a matter of fact that we are in the digital era and internet marketing and social media have a significant impact on the way consumers behave, companies do business and it is a must for companies to adapt to the new reality”. This “new reality” is also referred to as the New Marketing DNA or digital marketing concept; “The practice of promoting products and services in an innovative way, using primarily database-driven distribution channels to reach consumers and customers in a timely, relevant personal and cost-effective manner is known in the theory and practice as digital marketing” (Wsi, 2013). Digital marketing makes companies’ relationships with their existing and potential customers better as they are able to access and make contact with businesses in a more convenient way.
Alhaji suya, therefore, needs to extend its social media presence and establish online existence through a personal website so as to maximize their outreach to potential customers.
According to research conducted by Felix R and Rauschnabel in 2017 that states “Social Media Marketing is an integral element of the 21st-century business”. It is therefore crucial for “Alhaji suya” to reshape its facebook page into a professional business page explaining their products, they offer and engaging with their customers not only physically but also digitally through online reviews. Furthermore, the use of other social media tools and platforms like Instagram and Youtube could be highly beneficial as they have a extensive coverage of people. For instance, a Youtube video could be made of the staff physically showing a process of making “Suya” from the raw meat to the grilling process which can be really entertaining and a marketing process simultaneously. Additionally, periodic promotions can be made known to the public through these social media tools easily as opposed to solely relying on word of mouth which is not as potent. The concept of customer insight also comes into play according to a survey conducted by CRM Magazine in 2013 that explains how companies have adopted the use reviews posted social media like Twitter and Facebook to mine data and transform it into useful resources for future purposes.
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