ASSIGNMENT #2

ADVANCED COMMUNICATIONS

PART A

BY

ASTHA – 219352269

ISHAAN GUPTA- 219268176

GROUP 9

Under the Guidance of

Chris Rotolo

School of Continuing Studies

SCHOOL OF CONTINUING STUDIES

YORK UNIVERSITY

SUBMISSION DATE: 05-10-2023

2023-2024

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Business Description (A2B Tiffin Services):

A2B Tiffin Services is a renowned provider of nutritious and flavourful tiffin services,
dedicated to serving delicious and wholesome meals. Our commitment to quality and
customer satisfaction sets us apart. We offer a diverse menu that caters to various dietary
preferences, including vegetarian, vegan, and special diet options. A2B Tiffin Services is all
about delivering convenient, healthy, and delectable meals to our valued customers.

The campaign will target health-conscious individuals of all ages and genders who enjoy
fresh food services.

The campaign will use a combination of digital and traditional marketing channels such as
social media, email campaigns, search engine marketing, print advertising, radio, and direct
mail.

The key performance indicators (KPI) used to measure the success of the campaign include
increases in online sales, active customers, average purchase amount, social media followers,
and customer satisfaction.

A2B Tiffin Services Unveils SMART Communication Campaign Goals:

1. Achieve a 15% boost in online sales within a month period.

Optimization of operational costs

 Negotiate bulk discounts on ingredients with suppliers to lower the price of raw
materials.
 Efficient Kitchen Operations: Reduce operational costs by optimizing kitchen
procedures to reduce waste and increase efficiency.
 Energy Efficiency: Use energy-efficient lights and equipment to reduce your power
costs.

Allocate a percentage of the marketing budget to online ads on websites like Google Ads and
social media.

• Social Media Marketing: To reach a larger audience, we will invest in producing interesting
content and sponsored posts on social media sites.

We will also spend money on SEO (search engine optimization) services to increase online
exposure and organic traffic.

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 2. Increase the number of monthly online customers to 30.

1. Customer Retention Strategies:

1.1 Individualised Client Engagement

• Personalised Communication: We will use consumers' names when writing emails or text
messages to them. Will also Utilize their past orders to suggest comparable foods,
demonstrating that you are aware of their preferences.

• Special Occasion Reminders: We will show our clients how much we cherish and appreciate
them, and send them personalized notes or discounts on their birthdays or anniversaries.

1.2 Loyalty Programs:

 We will implement a loyalty program with a points system where customers receive
points for each purchase. Repeat purchases are encouraged because points can be
exchanged for discounts, free gifts, or special deals.
 Tiered Rewards: We will establish spending-based tiers for rewards. Exclusive menu
items, expedited delivery, or greater discounts will be available at higher tiers.

3. Enhance the average purchase amount by 5% within a month.

1. Menu Engineering:

1.1 Cross-selling and upselling

• Combo Offers: We will create meal packages that include a main course, a side dish, a
dessert, and a beverage at a significantly reduced cost compared to buying them separately.
To promote upselling, express the cost reductions in clear terms.

• Cross-market Related Products- We will offer supplementary products when you are placing
your order. When a customer adds a main course, for instance, suggest a particular side dish
or drink that goes well with it.

1.2 Premium and Temporary Offers:

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  We will introduce premium or exclusive menu items that are more expensive because
they use special ingredients or particular preparation techniques. Promote their
exclusivity to draw clients prepared to pay extra.
 Limited-Time Specials: We will offer seasonal cuisine or limited-time specials to
instill a sense of urgency. Customers are more likely to increase their purchases when
they feel threatened by a rare opportunity.

SMART Communication Objectives with USP Integration (A2B Tiffin Services):

 Increase Online Orders (Specific, Measurable, Achievable, Relevant, Time-bound):

A2B Tiffin Services aims to achieve a 15% growth in online meal orders within the
month. To align with our USP, our communication strategy will highlight our meals'
quality and nutritional value, emphasizing how A2B's offerings stand out in terms of taste
and health benefits.
 Expand Monthly Tiffin Subscriptions (Specific, Measurable, Achievable, Relevant,
Time-bound): The second objective is to attract and retain a minimum of 30 monthly
Tiffin subscribers. Our communication efforts will focus on showcasing the diverse menu
options available to subscribers, emphasizing the convenience and reliability of our
service. We will highlight how A2B Tiffin Services caters to various dietary preferences,
making it ideal for individuals seeking nutritious and customizable meal plans.
 Enhance Average Order Value (Specific, Measurable, Achievable, Relevant, Time-
bound): A2B Tiffin Services seeks to increase the average order value by 5% within a
month. Our communication strategy will encourage customers to explore our diverse
menu, promoting add-ons and complementary items that enhance their dining experience.
We will emphasize the value proposition of ordering more from A2B, showcasing the
convenience and quality that set us apart from competitors.

Target Audience for the Loyalty Campaign

Our loyalty campaign targets a specific segment of our customer base to foster deeper
connections and ongoing engagement. This audience includes:

 Existing Customers: These are individuals who have previously made purchases
from our services, demonstrating a level of trust and familiarity with our brand. The
campaign aims to reward their loyalty and encourage repeat business.
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  Frequent Shoppers: Within our existing customer base, we will identify and segment
those who have shown a pattern of frequent or repeated purchases. This group
exhibits a higher level of commitment to our brand and is ripe for deeper engagement.
 Subscribers and Followers: Customers who have subscribed to our newsletters or
are following our social media accounts indicate an active interest in staying updated
on our products and promotions. We'll leverage this channel to provide exclusive
offers and content to keep them engaged.
 Dietary Preference-Based Segmentation: Recognizing that our offerings cater to a
range of dietary preferences, we'll tailor our campaign messaging and promotions to
specifically address the needs and preferences of vegans, gluten-free enthusiasts, and
those seeking sugar-free options. This personalization enhances our connection with
customers who prioritize these dietary choices.

By focusing on this distinct target audience, A2B tiffin Services aim to deepen existing
customer relationships, reward loyalty, and encourage continued patronage. This approach
acknowledges that loyal customers often represent a substantial portion of a company's
revenue and emphasizes the importance of nurturing these relationships for long-term
success.

Unique Selling Proposition

A2B Tiffin Services distinguishes itself by exclusively offering freshly baked treats crafted
from natural ingredients without any preservatives. Additionally, A2B tiffin services boast a
wide array of vegan, gluten-free, and sugar-free options to cater to diverse dietary
preferences.

Selected Marketing Channels

A2B Tiffin Services will leverage a blend of digital and traditional marketing channels to
reach its target demographic. Digital avenues encompassing popular social media platforms
(Facebook, Instagram, Twitter, etc.), email campaigns, and search engine marketing.
Traditional channels include print advertising in local publications, radio broadcasts, and
direct mail.

Audience Considerations & Characteristics

Acknowledging its target audience's busy and potentially internet-limited nature, A2B tiffin
services will prioritize concise and easily digestible marketing messages. Traditional
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marketing channels, such as radio, print advertising, and direct mail, will also be deployed to
cater to those with limited internet access. Access to the products will cater to younger
audiences anywhere between 18- and 29 years of bracket as per their scheduling in their work
routine. The audience will also be catered to quick and easy-to-grab meals who have a fast
life and who are always in a hurry to move from one work to another work.

Measuring Success: Key performance indicators (KPIs) for the A2B Tiffin Services loyalty
campaign will include:

1. Monitoring the growth in online sales pre and post-campaign launch. A campaign's
effect on sales, revenue, and consumer behavior can be assessed by comparing the
average purchase amount before and after the campaign. It aids in decision-making,
campaign efficacy evaluation, and advertising approach optimization to improve our
company's bottom line and clientele.
2. Tracking the rise in the number of active monthly online customers. A useful
approach that can result in better customer experiences, higher loyalty, better products
and services, and more informed decision-making is measuring customer satisfaction
using surveys and feedback channels. This could assist our business to continuously
adapt and change in response to the demands and tastes of their customers.
3. Monitoring the uptick in social media followers. A crucial step in determining the
effectiveness of your marketing efforts is to track the rise in online sales before and
after the launch of a campaign. It aids in decision-making, provides insight for plans,
and makes sure that your marketing expenditures provide the required results.
4. Assessing customer satisfaction through surveys and other feedback methods is a
useful technique that can result in better client experiences, higher loyalty, better
products and services, and more informed decision-making. It enables organizations
to change and adapt continuously in response to the wants and preferences of their
customers.

REFERENCES
 30 KPIs To Measure Performance (& How To Choose & Track Them) |

ClearPoint Strategy. (n.d.). https://www.clearpointstrategy.com/blog/18-key-

performance-indicators

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 Badatia, A. K. (2022, July 1). How to get clients for Tiffin Service- Mindblowing

ideas for caterers! Alok Kumar. https://alokbadatia.com/how-to-get-clients-for-

tiffin-service

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