Instagram Marketing Plan for Bobachik Restaurant

The commissioner of this thesis, Bobachik, is a small Vietnamese restaurant that just opened at the beginning of February 2021. It faces the problem of not being better known to customers due to the impact of the COVID-19 pandemic. With limited resources, Instagram is one of the best options to gain customers' attention. The objective of this thesis is to build an Instagram marketing plan for Bobachik restaurant, where the purpose is to increase brand awareness. Using this plan as a compact guideline will also save time and cost in content designing. The theoretical framework is divided into two chapters. The first one describes social media's general concepts, its differences from the mass media and the benefits and challenges of using social media as a marketing tool. The second chapter explains Instagram and its main content types, the benefits of Instagram marketing in increasing brand awareness, and the steps of an effective Instagram marketing plan. The content is acquired from published books, articles and online sources. Qualitative research is applied to gain an in-depth understanding of respondents' perspectives via Instagram for business marketing. The data were collected and analysed through a semi-structured interview on the last weekend of March 2021. The main findings from the interview, combined with a theoretical framework, created a foundation for the marketing plan. The Instagram marketing plan is the outcome of this thesis. It describes the business situation, objectives of the plan, target audience, marketing audit and action plan for Bobachik. In addition, the thesis describes how Bobachik can cooperate with influencers as a new marketing tool to increase brand visibility. Suggestions on measuring the plan's effectiveness are also mentioned in detail