Harvard Case - Highway Delite: Mobile App Brand Building Using Google AdWords
"Highway Delite: Mobile App Brand Building Using Google AdWords" Harvard business case study is written by Preeti Krishnan Lyndem, Dhrithi Mahadevan. It deals with the challenges in the field of Marketing. The case study is 18 page(s) long and it was first published on : Sep 1, 2018
At Fern Fort University, we recommend a multi-pronged approach to building Highway Delite's mobile app brand using Google AdWords. This strategy will leverage the power of digital marketing to reach target audiences, drive app downloads, and ultimately increase brand awareness and customer loyalty.
2. Background
Highway Delite is a successful chain of convenience stores, known for its fresh food and quick service. The company aims to expand its reach and customer base by launching a mobile app offering convenient ordering, loyalty programs, and exclusive deals. The case study focuses on developing a Google AdWords strategy to drive app downloads and build brand awareness.
The main protagonists are:
- Highway Delite: The company seeking to expand its reach and build a loyal customer base.
- Marketing Team: Responsible for developing and executing the mobile app marketing strategy.
- Potential Customers: The target audience for the app, seeking convenient food options and loyalty programs.
3. Analysis of the Case Study
To analyze the case, we can utilize the following frameworks:
1. SWOT Analysis:
- Strengths: Strong brand recognition, established customer base, fresh food focus, existing loyalty programs.
- Weaknesses: Limited digital marketing experience, potential for app development challenges, competition from other food delivery platforms.
- Opportunities: Growing mobile app usage, potential for targeted advertising, ability to leverage social media for brand building.
- Threats: Increased competition in the food delivery market, changing consumer preferences, potential technical issues with the app.
2. PESTEL Analysis:
- Political: Government regulations on food safety and delivery services.
- Economic: Fluctuations in fuel prices and consumer spending power.
- Social: Growing demand for convenience and mobile ordering, increasing health consciousness.
- Technological: Rapid advancements in mobile app technology, potential for data security breaches.
- Environmental: Sustainability concerns related to food packaging and delivery.
- Legal: Regulations on data privacy and online advertising.
3. Marketing Mix (4Ps):
- Product: The mobile app itself, offering convenient ordering, loyalty programs, and exclusive deals.
- Price: Free app download, potential in-app purchases for premium features.
- Place: App distribution through Google Play Store and Apple App Store, potential for promotion through other digital channels.
- Promotion: Google AdWords campaigns, social media marketing, content marketing, influencer partnerships.
4. Consumer Behavior Analysis:
- Target Audience: Busy individuals seeking convenient food options, value-conscious consumers looking for deals, tech-savvy users comfortable with mobile ordering.
- Motivations: Convenience, speed, value, loyalty rewards, access to exclusive deals.
- Decision-Making Process: Researching available options, comparing prices and features, reading reviews, downloading and testing the app.
5. Competitive Analysis:
- Direct Competitors: Other food delivery platforms like Uber Eats, DoorDash, Grubhub.
- Indirect Competitors: Restaurants offering online ordering and delivery, grocery stores with mobile apps.
- Competitive Advantages: Highway Delite's strong brand recognition, focus on fresh food, and existing customer base.
4. Recommendations
1. Google AdWords Campaign Strategy:
- Target Audience: Focus on users searching for 'convenience store,' 'food delivery,' 'quick meals,' 'local restaurants,' and other relevant keywords.
- Campaign Types: Utilize both Search Network and Display Network campaigns to reach a wider audience.
- Keywords: Utilize a combination of broad match, phrase match, and exact match keywords to optimize campaign performance.
- Ad Copy: Create compelling ad copy highlighting the key benefits of the app, such as convenience, loyalty rewards, and exclusive deals.
- Landing Pages: Develop dedicated landing pages for each campaign, showcasing the app's features and benefits, and encouraging downloads.
- Tracking and Analytics: Monitor campaign performance using Google Analytics and other tools to track app downloads, user engagement, and ROI.
2. Brand Building through Content Marketing:
- Social Media Marketing: Create engaging content on platforms like Facebook, Instagram, and Twitter, showcasing the app's features, user testimonials, and behind-the-scenes glimpses of Highway Delite.
- Blog Posts and Articles: Share valuable content related to food, convenience, and healthy eating, highlighting the app's role in enhancing the customer experience.
- Influencer Marketing: Partner with relevant food bloggers, social media influencers, and local personalities to promote the app and reach a wider audience.
3. Customer Relationship Management (CRM):
- Loyalty Programs: Integrate the app with existing loyalty programs to offer personalized rewards and promotions.
- Personalized Communication: Utilize push notifications and email marketing to send targeted messages based on user preferences and behavior.
- Customer Feedback: Encourage user feedback through in-app surveys and reviews to improve the app and address customer concerns.
4. Product Development and Innovation:
- App Features: Continuously improve the app by adding new features based on user feedback and market trends.
- Payment Options: Offer a variety of payment options, including mobile wallets and credit cards.
- Delivery Partnerships: Explore partnerships with delivery services to expand the app's reach and offer wider delivery options.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Highway Delite's mission to provide fresh food and convenient service, leveraging technology to enhance the customer experience.
- External Customers and Internal Clients: The recommendations address the needs of both external customers seeking convenience and internal clients seeking to expand their reach and build brand loyalty.
- Competitors: The recommendations acknowledge the competitive landscape and aim to differentiate Highway Delite by focusing on its strengths, such as fresh food and existing customer base.
- Attractiveness: The recommendations are expected to be attractive based on potential ROI, increased app downloads, and improved brand awareness.
6. Conclusion
By implementing these recommendations, Highway Delite can effectively leverage Google AdWords and other digital marketing strategies to build a strong brand for its mobile app, drive app downloads, and ultimately increase customer engagement and loyalty.
7. Discussion
Alternatives:
- Traditional Advertising: While traditional advertising methods like TV and radio commercials can be effective, they are less targeted and more expensive than digital marketing.
- Public Relations: Public relations campaigns can help build brand awareness, but they are often time-consuming and require a dedicated team.
Risks:
- Competition: The food delivery market is highly competitive, and Highway Delite needs to differentiate itself to attract and retain customers.
- Technology: Rapid advancements in mobile app technology require continuous investment and adaptation to stay competitive.
- Data Privacy: Ensuring data privacy and security is crucial to maintain customer trust and comply with regulations.
Key Assumptions:
- Mobile App Adoption: The recommendations assume a continued growth in mobile app usage among the target audience.
- Consumer Preferences: The recommendations assume that consumers are seeking convenience, value, and loyalty rewards.
- Marketing Budget: The recommendations assume that Highway Delite has a sufficient marketing budget to implement the proposed strategies.
8. Next Steps
- Develop a detailed Google AdWords campaign plan.
- Create engaging content for social media and other digital channels.
- Develop landing pages for each campaign.
- Implement a CRM system to track customer interactions and personalize communications.
- Continuously monitor campaign performance and make adjustments as needed.
By taking these steps, Highway Delite can successfully launch its mobile app, build a strong brand, and achieve its business goals.
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Case Description
The case highlights a digital advertising campaign of a mobile app in India named "Highway Delite" using Google AdWords. The case provides the results of a 3-week AdWords campaign with 4-sub-campaigns (Brand Awareness, Enroute Conveniences, Highway Safety, and Offbeat Attractions). CPC and CTR computations are examined to gauge the effectiveness of the campaign in achieving Highway Delite's campaign goals. The case also emphasizes the challenges of brand building that extends beyond a short-term ad campaign.
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