DIGITAL MARKETING

CONTINUOUS INTERNAL ASSESSMENT- 4

WEB ANALYSIS

Submitted By

Aayush Mundhra
2327001

MBA PROGRAMME
SCHOOL OF BUSINESS AND MANAGEMENT
CHRIST (DEEMED TO BE UNIVERSITY), BANGALORE

MARCH 2024
Introduction:
Pavis@Ananta
Pavi’s @ Ananta is a premium cafe and restaurant located in Kumbalgodu, Bengaluru. It
offers a cozy and inviting atmosphere where customers can enjoy a variety of delicious food
and drinks from different cuisines, including Indian, Chinese, and wood-fired pizza. The cafe
also serves a range of coffees, teas, and pastries to suit every taste. The organization aims to
create a pleasant ambiance for customers to have a memorable dining experience.

Competitor 1:
Rasta Café
Nestled just a 40-minute drive away from Bangalore's bustling heart along Mysore Road,
Rasta Café stands as an oasis of tranquillity and leisure, redefining the essence of lifestyle.
Spanning nearly 3 acres of meticulously curated space, it offers a sanctuary where every
moment is comfortable, relaxed, and memorable. Drawing inspiration from the vibrant
Rastafarian culture, Rasta exudes a captivating blend of vibrancy and tranquillity, inviting
guests to unwind amidst vibrant colours and soulful music. Here, guests can indulge in a
diverse culinary experience, from pastas and wood-fired pizzas to burgers, fries, shakes,
juices, traditional Indian cuisine, hearty Indian breakfast options, aromatic espresso, salads,
and continental dishes. Whether it's a leisurely meal with loved ones or a quick bite on the go,
Rasta Café promises a culinary journey filled with flavour and delight.

Website Overview
Similar Web Analysis:

Global and National Ranking:

The website ranks around 1.7 million globally and 55,822 in India within the "Food and
Drink > Restaurants and Delivery" category. This indicates less to moderate website traffic
compared to all websites globally and good traffic within the specific category in.
Traffic Comparison (December 2023 - February 2024):
 The website received an estimated 5000 visits in February 2024.
Website Performance Metrics:
Bounce Rate: 100% is considered high. All visitors leave after viewing one page. This
suggests the website might is not effectively engaging visitors.
Pages per Visit: 1 indicates most visitors only view one page.
Average Visit Duration: is negligible or very short, further suggesting visitors aren't finding
what they need or the website is difficult to navigate.
Overall:
 The website attracts a decent amount of traffic in the restaurant category.
 However, a high bounce rate and short visit duration suggest there might be issues
with user engagement.
 The low engagement suggests that the competitor does not prioritize in digital
marketing through website as it may not be much effective.
Marketing channels:

 Organic Search: This is the primary driver of traffic to the website, accounting for
100% of desktop visits in the last month. This means most visitors likely found
rastacafe.com through search engines like Google or Bing.
 Direct: Direct traffic refers to visitors who typed the website address directly into
their browser or accessed it through bookmarks. This suggests low brand awareness
and no returning visitor base.
 Underutilized Channels: The report highlights that Social, Paid Search, Referral,
Mail, and Display marketing channels are currently not being used (0%).
Keywords:

Focus on Branded Keywords: The top keywords are all variations of "rasta café mysore
road" and "rasta cafe” indicating users are likely familiar with the brand and its specific
branch. This is positive as it reflects brand awareness. Especially the particular branch that it
Mysore road branch seems to be more known in the minds of customers.
The most popular keyword is "Rasta Café " (4,840 searches), followed by "rasta cafe" (2,320
searches).
Overall:
Rastarasta.com seems to be relying heavily on organic search traffic. While this is a good
source of visitors, it might be wise to diversify their traffic sources to make their online
presence more robust.
Social Media Marketing:

 The competitor has a fair amount of followers on Instagram with 6.8K followers
 The competitor is active on the platform with an average of 13 posts per month but
the posts do not seem to be engaging as the engagement is only 0.01%.

 The most popular hashtag seems to be rastacafe which is also witnessed in the website
keywords searched. This affirms the brands awareness among the customers.

Conclusion:
It can be said that the competitor does focus moderately on its digital marketing but is not
able to fully utilize its potential due to low engaging posts on social media and less
information availability on its website.