Digital Marketing Strategy for Food Delivery Apps: Be One to Give Case Study

In today’s competitive online marketplace, food delivery apps rely on effective digital marketing strategies to boost visibility, attract customers, and drive business growth. From SEO optimization and PPC advertising to social media marketing and content strategies, brands must leverage multiple channels to stay ahead. This case study on Be One to Give, a food delivery app focused on surplus food management, explores how a well-planned digital marketing campaign can enhance brand awareness, improve customer engagement, and maximize conversions.

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DIGITAL MARKETING CAMPAIGN PROJECT FOR FOOD DELIVERY APP: BE ONE TO GIVE

Assignment Question:

Analyze the digital marketing strategies used by food delivery apps, focusing on SEO, PPC, and social media marketing. Use Be One to Give as a case study to evaluate campaign effectiveness and customer engagement.

Executive Summary 

Digital marketing is the strategy that helps an organization promote the brand and connect with potential customers through the Internet and other means of digital communication. This report presents a situation and competitor analysis of the Be One to Give Company which is a delivery app that delivers surplus food products. An in-depth analysis of SWOT and a PEST analysis will be conducted in this report to analyze the external and internal factors of this company. 

Digital marketing is one of the most commonly used online marketing strategic plans where companies of every sector utilize social media platforms by digital marketing tools. Both together, help the companies in increasing their online presence, strengthen their online visibility, and improve online revenue collection by attracting new customers. 

The report focuses on evaluating the digital marketing approach of an on-demand delivery app considering the company, Be One to Give. It works on delivering surplus food on customer demand maintaining the gap between surplus food and food insecurity in Canada. It provides logistic service balancing the management of food products in Canada. It significantly contributes to the economic GDP growth opening up the scope for employment opportunities. 

This report tends to draw conclusions associated with the digital marketing audits and strategies of the Be One to Give company, through the analysis of macro and microenvironmental factors of the current business. The estimation of the digital marketing tactics and web analytics, help to address the determinations of email marketing for leading consumer retention.

SECTION ONE 

Situation Analysis  

Customer Company 

Be One to Give (B12give) is a company that works on mitigating the gap between surplus food and food insecurity in Canada. It tends to influence and implicate sustainable business practices in the digital marketplace. The company allows businesses to sell and buy excess produce in the digital platform catering to the diverse needs of customers opening up new opportunities to explore market variation and reduce waste associated with the food industry (aim2flourish.com, 2024). It provides Business-to-Business (B2B) services to customers to balance the working strategy of the food supply chain with the aim of reducing waste generation, misuse of surplus food, mitigating food gaps prevailing across Canada, and so on. The mission of the firm is to serve the food industry or business organization to balance the delivery of excessive food fostering a sustainable business approach and sourcing of materials in an eco-friendly way. The firm operates from its headquarters situated in Toronto, Ontario in Canada (B12GIVE, 2024). It has gained popularity and achieved different awards by providing effective solutions to clients in order to control the generation of surplus food waste ensuring sustainability in the food supply chain. This reveals the highly competitive advantage of the firm in the digital marketplace, ensuring proper marketing strategy and management practices. 

Competitor Analysis 

Be One to Give (B12give) company is well known for its guidance and sustainable approach to reducing the level of food waste and balancing the rate of food insecurity in Canada to a large extent. The firm aims to serve the food industry or business organization to balance the delivery of excessive food fostering a sustainable business approach and sourcing of materials in an eco-friendly way. It tends to provide effective solutions to clients in order to control the generation of surplus food waste ensuring sustainability in the food supply chain (bcorporation.net, 2024). This acts as an advantage for the firm to increase its competitive advantage of the firm in the digital marketplace, ensuring proper marketing strategy and management practices. However, it also faces intense competition from the presence of market competitors such as Squarespace, Hostinger, Duda, Webflow, and many more that indulge in using AI-driven technological assistance to implicate proper solutions. This helps in regulating the function of the food supply chain. This often tends to identify the market trends and changing consumer preferences taking into consideration the supply chain consistency of the food industry situated across Canada. In this regard, the design of a competitive map has been presented revealing the positioning of the brand in comparison to the B12give firm.  

Figure 1: Competitive map

(Source: Self-made)

PEST Analysis

Analysis: 

The political environment of Canada is stable and believes in retaining democracy within the parliamentary system. The political stability of the nation highly influences the management pracrices of the firm and opens up the scope for business efficiency along with ensuring consistency in the supply chain of surplus food. This helps to initiate long-term planning, invest in research and development (R&D), increase the engagement of stakeholders, mitigate the rate of conflict of interest, and so on. This helped B12give to flourish in the digital marketplace catering to the diverse needs of food industries for fostering sustainable business practices and supply chain management. This proves that the political stability of the firm helps to develop the business and the influence of geopolitical decisions influences patent laws, logistic management, inventory practices, and many more. The economic stability of the firm helps to promote a green economy followed by eco-friendly and sustainable financial management regulating the sourcing of surplus food in a balanced way (Ciulli et al., 2020). This tends to reduce the generation of food waste along with mitigating the risk of supply chain disruption faced by the food sector as well. Apart from that, the firm also focuses on ensuring social balance by creating awareness related to consumption and perseverance of food aligned with the rising environmental concern to reduce the rate of food insecurity gap in Canada. In this instance, technological advancement has been beneficial in coping with the challenges and proposing innovative solutions that can tackle the productivity and management practices of B12give in the digital marketplace. 

SWOT Analysis

Industry Analysis (NAICS)

The process of industry analysis by NAICS is used by the federal agencies. This type of classification is a standard, based on production-oriented classification, and classifies the different industries based on the similarities between the production processes of their goods or services Robertson, 2021). In regards to the context, Be One to Give (B12give) is a company that works on mitigating the gap between surplus food and food insecurity in Canada. It tends to influence and implicate sustainable business practices in the digital marketplace. The company allows businesses to sell and buy excess produce in the digital platform catering to the diverse needs of customers opening up new opportunities to explore market variation and reduce waste associated with the food industry (aim2flourish.com, 2024). It provides Business-to-Business (B2B) services to customers to balance the working strategy of the food supply chain with the aim of reducing waste generation, misuse of surplus food, mitigating food gap prevailing across Canada, and so on. The profitability and business growth of B12give company in the digital marketplace and Canadian regions initiates a positive impact on the Canadian economy. It has been witnessed that the agri-food system of Canada obtained $150 billion enhancing the rate of Gross Domestic Product (GDP) by 7% while employing more than 2.3 million people within the nation (Government of Canada., 2023). The Statista report states that the food manufacturing unit in Canada plays a crucial role in boosting the Canadian economy. The industry has added 27.07 to 28.56 billion Canadian dollars to the overall GDP of the nation per month (statista.com, 2024). It has been witnessed that the food manufacturing unit in Canada has increased to a range of 6730 units while 58 of each of the manufacturing units opened up employment opportunities employing more than 500 people within the nation (statista.com, 2024). In another study by Canada and A., (2009), reflected on the fact that the food and beverage processing industry in Canada has ruled the economy in association with the value of production related to the sale of products that have been manufactured. In this case, it has been witnessed that the value of the product increased to $156.5 billion enhancing the sale rate by 18.2% and the national Gross Domestic Product (GDP) by 1.7% respectively. This reveals the relevance of the food industry in the economic infrastructure of Canada on a positive note. 

Consumer STP (Positioning Statement)

STP analysis, in the arena of marketing, is a strategic approach to differentiate the target market segment with respect to demographic, psychological, and behavioural characteristics of each market niche, along with geographic segmentation. The selection of each target segment must be associated with attracting consumers to attract them with a clean market image of the brand, referred to as the market positioning strategy. The target consumers of Be One to Give (B12give) company are mainly food industries, suppliers, and other stakeholders that are associated with the food manufacturing industry and supply chain management. It even tries to serve them with accessible, affordable, and innovative food product solutions to maintain consistency in the supply chain. 

Persona Analysis

Persona 1: Retailer

Persona 1: Purchasing Manager 

Customer Journey related to Buyer

As per the customer journey map, the customer journey refers to the series of occurrences happening stagewise, reflecting the path of interaction between a customer and a particular brand (Lindberg & Vermeer, 2019). The customer journey map segments the overall customer journey into five distinct stages, as follows. 

SECTION TWO 

Objectives

SMART Objectives Tables (1 year & 5 years) 

The SMART objectives related to the business goals of B12give company for one year can be presented in the table below. 

Long-term view (company’s market performance in the next five years)

In order to plan the SMART objectives for the next 5 years with a long-term developmental view of B12give company, the table below presents its successful achievement aspects. 

Overall strategy (Business Model)

The current or existing business model followed by B12 company works on providing services on the basis of the Business Business (B2B) model. Be One to Give (B12give) company is well known for its guidance and sustainable approach to reducing the level of food waste and balancing the rate of food insecurity in Canada to a large extent. The firm aims to serve the food industry or business organization to balance the delivery of excessive food fostering a sustainable business approach and sourcing of materials in an eco-friendly way. It tends to provide effective solutions to clients in order to control the generation of surplus food waste ensuring sustainability in the food supply chain (bcorporation.net, 2024). This acts as an advantage for the firm to increase its competitive advantage of the firm in the digital marketplace, ensuring proper marketing strategy and management practices. The firm mainly relies on the digital marketplace to establish connections with food industries and propose effective solutions in order to balance the gap between food insecurities and handling of surplus food maintaining sustainable goals. The firm has even focused on implementing a multifaceted business strategy by promoting cost-effective and sustainable food management services at an affordable price range without compromising the quality and standards. It also tends to guide the business domains associated with the food sector to ensure a reduction in food waste and sustainable business management. This helps to maintain consistency in the supply chain catering to the diverse needs of customers and aligning with the changing food market trends. However, to increase its customer base and revenue, the firm has to enter different dimensions of the food supply chain to develop a new strategy aligning with sustainable business goals. can make partnerships, channelize subsidiaries, introduce new product lines, and initiate hiring of suppliers and dealers of the new product line to introduce them as their latest B2B strategic products and services. In such situations, the companies have to opt for partnerships with other companies to present their products and items to the market. They can also directly connect with their customers in combination with other brands by doing partnerships. 

Digital Marketing Audit

The digital marketing audit includes a detailed analysis of all the social media platforms that can be used by B12GIVE company for their digital marketing plan based on their efficiency, effectiveness, and success possibilities. 

Digital Marketing Audit Table 

SECTION THREE 

Digital Marketing Tactics depending on the client’s needs

Social Media Plan 

Web Analytics and Improvement

7C’s of the Customer Interface

SEO Table 1: On Page Optimization

SEO Table 2: Off Page Optimization

PPC Plan 

Digital Marketing tools define, the benefits of their use by the company

Some of the marketing tools that are commonly applied by B12give Company or its digital marketing processes include the PPC Campaign, SEO Marketing, Email Marketing, Social Media Marketing Campaign, and Content Calendar. In this case, the use of digital marketing tools based on its tactics are used by the company so that it can enhance its digital presence, service service-providing facilities, gain audience attraction, and fulfil the demands and needs of its online clients catering to the diverse needs of customers around the world. 

Campaign Slogan and Purpose

The aim of the campaign is to ensure sustainable business practices in the operational management of the firm. In this case, the main tagline will be “Reduce Waste and Balance Food Surplus To Promote Environmental Affairs”. 

PPC Campaign plan

The role of the PPC Campaign plan by the authority of B12give Company is associated with the increased brand image, drive in website traffic, and boosting sales and brand awareness. In the PPC Campaign digital marketing tool, the advertisers pay a standard amount of fee whenever any person clicks on the advertisements. One of the benefits of this tool is that it helps companies reach their target audience irrespective of demographic differences, locations, and interests. Apart from this, this digital marketing tool is highly cost-effective and it also gives a competitive advantage (Denga, Vajjhala&Rakshit, 2022). 

SEO Marketing plan 

The full form of SEO is Search Engine Optimisation which is also a tool through which the companies can put their names in the list of top names in different search engines where the customers can get attracted. The benefit of using SEO marketing tool gives an organic and holistic focus on growth through paid rankings along with increasing the online search visibility (Mladenović et al. 2023). 

Email Marketing Plan

The context of email marketing is one of the oldest ways of digital marketing where direct emails are sent to people via emails with a description of the company, products, and other information. This helps to provide detailed information about the concept in a holistic way to the audiences with a direct approach (Páramo, García & Peláez, 2021). However, nowadays, emails are not much read by online users. Thus, the benefits are also limited in this tool. 

Content Calendar plan 

In the Content Calendar tool, the entire details about the products and services such as the introduction date, place, time, etc things are published in an organized way so that the viewers do not feel difficulty in understanding anything. B12give company utilizes the digital tool related to marketing when they are introducing any new product or service. This benefits them by informing them about the new launch to all customers and other businesses by fostering channeling partnerships and collaborations.   

Social Media Campaigns

Social media campaigns are another tool that B12give company utilises to promote its digital marketing plan as social media campaigns bring brand awareness and increase engagement of all stakeholders in favour of the business.       

Figure 2: Social media marketing activities 

(Source: Lawler, 2022) 

Sustainable Goals 

Set up process – Implementation/action plan

The implementation of the Digital Marketing plan by  B12GIVE through the use of all these above-mentioned digital marketing tools can be summarised in this action plan table below. 

Action Plan Table

Content Pillar

It can be stated that the formulation of the content pillar reflects on enhancing the market reach of the firm in the digital marketplace by sharing business objectives, promoting technological advancement to reduce the gap between surplus food and food insecurities, implementing risk mitigation strategies, and so on which has been evaluated and presented in the form of five different aspects that the firm has taken into consideration. In order to reach a diverse customer base the firm will promote its content on the social platform 4 times a week based on setting up timely reminders to specify its brand goals and USP before retailers, buyers, and so on. 

Content Calendar 

Ethical Hurdles and legal challenges 

This Canada-based company offers a mobile application for users to schedule food orders for pickup and redistribution. in Canada, the federal government established a National Food Policy in 2019 that focused on food security. Health Canada defines food insecurity as the inability to acquire and consume acquired diet or food quantity in socially acceptable ways (Health Canada, 2020a). The legislation of food security in Canada indicates that it can be reduced through policy interventions that improve the income of low-income households. In Canada, the legislation of food security regulations indicates safety standards and certifications for food management, food supply chain, food security, and marketing technology. the major compliances with food security policies are critical for the b12give company to adopt digital marketing in collaboration with food technology and application management. The awareness of federal advertising requirements and legal restrictions impacts designing their official websites and adaptation to the marketing environment and infrastructure partners. this company built an application for user convenience and the digital marketing aspect is done by examining the social media presence and visibility of the food supply chain brands. with their social media marketing aspect to reach more customers to register to meet their aim to reduce food insecurity and manage food waste. the global pandemic did impact the progress of the company, in order to increase transparency and visibility the digital marketing strategy is being incorporated. 

The ethical issues related to data breaches, cybersecurity, and uncertainty of software are critical for them to leverage the brand presence and awareness among online users.  Kish, (2020) revealed that the digital marketing team experiences the uncertainty of online campaigning to understand the client’s needs. Due to the dynamic changes in online communication tools for changing data privacy regulations, it is challenging to allow bidirectional conversations among consumers and food supply chain companies. Food fraud has been an issue in this industry including substitution, addition, adulteration, and alteration (reseasrchgate.net, 2023) . This can have a potential impact on consumers, thus to reduce these frauds along with customers information security strategies are implicated by the companies to deal with the issues. The company focuses on food/waste insecurity and recovery solutions along the food supply chain. The B12give will adopt sustainable marketing by integrating digital tools to promote healthy quality food and an outlook towards food insecurity.

Performance evaluation and KPI 

Web Analytics of digital marketing campaigns

Web analytics is the most important and influential mechanism which places numerous benefits in accommodating digital strategies for business organization. Digital marketing techniques mostly depend on the positive implications of the analytical mechanism which is mostly an in-built mechanism in digital marketing tools and services. Web analytics involves the various aspects of digital marketing tools incorporated into digital marketing initiatives (Verhaelen et al., 2021). The company Be One to Give, is an online-based surplus food company that serves consumers quick delivery of surplus foods and foods-related services to willing and existing consumers. The Canada based online food delivery company can more utilize the opportunities to create more business opportunities. For this reason, the analytical tools in digital marketing tools can be beneficial as these analytical tools deliver crucial data and information to the company to connect more consumer insights and knowledge. 

Defining goals: 

Defining goals played the most crucial role in leveraging positive roles in digital marketing for companies. Targeting consumer and service objectives of the organizations are the most generic reasons to formulate plans and campaigns for the companies for better consumer retention and consumer engagement. organizational goals can grab more authentic and precise ways to connect with more targeted audiences(Peng, 2022). The company, Be One to Give Canada based online surplus food company needs to realize the organizational objectives of their services and their aims to connect their potential consumers of surplus foods and business operators to retain their old customers in a prolonged manner. 

KPI for evaluating the digital marketing plan:

 In implementing a proper digital marketing plan, KPI can be regarded as most beneficial to serve crucial positive points to target more potential consumers and niche business locations by using more specific and particular digital marketing strategies. KPI serves as the basis of better digital marketing plans as it serves the consumer’s data, behavior patterns, consumer perceptions, and socio-economic relations which are the most important ingredients of digital marketing plans (Shankar et al. 2022). By examining the duration of watching, rates of likes, shares, and comments of the audiences, they determine the rate of success for the marketing agency to improve the appraisal services.

Collection of customer data:

 The collection of data and insights has great potential for implementing more positive impacts in digital marketing campaigns. In digital marketing techniques, usage of KPI, analytical tools like Google Analytics, facebook pixels and analytical tools can serve more authentic and precise data and information to the marketer in a more concise manner so that keen and detailed data can target consumers(Asih et al., 2020). In Be One to Giveneediness of surplus food requirements and related business operators’ data can be found in the analytical mechanisms of the digital tools.

Analyzing the data:

In analyzing data and information about the company, Be One to Give has delivered real-time, updated experiences of data with multiple analytical tools available on digital platforms(Rodrigues et al., 2021). the company can realize the proper requirements of the campaigns and more keenly target their targeted people and business operators of surplus foods in Canada. 

Budget

The overall digital marketing plan conducted by  B12GIVE Canada can be estimated to require around $27,000 which is distributed in the below budget table. 

Budget Table

Analysis

The overall expense required for formulating the digital marketing plan of  B12GIVE is estimated at around $18,000. The authority of this business sector in Canada tries to highlight the closing of the gap between surplus food and food insecurity in the region of Canada respectively. This particular company also aims to be the leading partner in logistics for businesses regarding the supply chains. Furthermore it also focuses on redistributing the maximum amount of avoidable food waste across the regions of Canada by the year 2030.

Conclusion and Recommendations

Canada has a $49B food waste issue and one in seven Canadians deals with food insecurity. The company, along with the help of technology and logistics, aims to eliminate avoidable food waste in retailers’ daily operations by delivering food with a shelf life of 48 hours to food-insecure communities in Canada. Digital marketing is focused in this assessment in which the food supply chain and food redistribution company of Canada tries to reach out to more customers to reduce food insecurity throughout the country. During digital marketing planning, the most suitable digital marketing tools considered are data-driven decision-making and digital platforms through advertisements. All these can be utilized by the B12 Give company for setting up their digital marketing plan critically as these tools are cost-effective and help to increase online visibility through various measures. However, before a digital marketing plan, the overall budget, external factors, internal factors, and many more aspects are required to gain the desired outcomes.

Recommendations for addressing digital marketing tactics: 

Digital marketing can serve numerous effective mechanisms and procedures to make any brand the most secure in digital platforms or online platforms. Digital marketing can deliver huge opportunities to the said brand such as social media marketing, WhatsApp marketing, and google marketing techniques for better consumer engagements which leads to better consumer retention in a sustainable manner (Nitami et al., 2024). In the brand, Be One to Give, these digital marketing techniques can enhance more digital brand presence, and brand identity to the related people and business operators for surplus food consumption in Canada.

References

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