Marketing plan and campaign for Katmando Bar and Kitchen : A case study

A marketing plan is a collection of projected actions and approaches in a well-organized format with an overview of the current market situation, which works in a standard procedure, guiding an organization to understand the target audience and set goals. A marketing plan holds a clear view of what, why, and how marketing strategies, promotional, and advertising activities are to be conducted for a company for a specific period of time. It can have separate marketing strategies for a specific area of the company that work towards the same goal. The key intention of the thesis is to have a successful marketing plan to increase sales, promote its new product, and target a large audience for the case company. Furthermore, the purpose of the the-sis is to conduct a marketing campaign for a case company to reach a large audience at once through social media platforms. The thesis is a practice-based thesis. The structure model will use the qualitative research method and action research method. It includes a literature review for the qualitative research part, and the practical part includes a marketing campaign, which will be conducted as a part of the marketing plan. This will help to discover the outcome whether the action research method concludes with the desired result for the case company or not. The author has interviewed the commissioner and consulted him to figure out the expectations and target for the case company. Suitable tactics and strategies were discussed for the marketing campaign. The campaign was run on the most widely used social media channels, platforms such as Facebook and Instagram. The findings will help the commissioner and the author evaluate the marketing strategies used and revise them if needed