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1.1 The Next 12 Months: The 12 months plan for the Business of Juice manufacturing company is stated below briefly:
a)
Increase sales of the Juice in the targeted
segment by 80% by attracting more customers.
b)
Increase in the customer satisfaction level by
70% through digital media marketing campaigns.
“To introduce appropriate digital marketing plan
regarding new flavours in the targeted market to develop competitive advantage
against existing and new competitor companies.”
In this section, information regarding required changes in
the business of ABC Juice Company is available. The business needs to make a
few changes that have higher probability increase the sales and customer
satisfaction towards the company. The business will change its mindset from “
we are selling quality juices” to “we are in the business of providing a
buzz”. Considering this change, the business would need to have a focus on
the changing behaviour of customers about juices and drinks. For instance, a
higher tendency of coffee sales then juices is an indicator to be considered by
the company.
The following table includes details about the initiative to
be taken by the ABC juice Company for improvement in its business outcomes. Although,
it relates to the implementation of the projected change plan for the company.
|
Initiatives |
VIPs |
Paying |
Free Registered |
Free Unregistered |
|
Attractive Product Design (core initiative) |
Y |
Y |
Y |
Y |
|
Discount offers |
Y |
Y |
|
|
|
New flavours |
Y |
Y |
Y |
Y |
|
Free Participation Tickets in Social Events (food festivals) |
Y |
|
|
|
|
Juice Testing |
Y |
Y |
Y |
|
The marketing plan will require some external and internal
resources. According to the plan, the marketing budget will require at least $14,000.
|
Internal Resources |
|
|
Employees |
$3,000 |
|
Software and Hardware |
$4,000 |
|
External Resources |
|
|
Posters and digital media advertisement |
$2,000 |
|
Marketing Team for Social media Campaigns |
$5,000 |
|
Total Budget |
$14,000 |
The above stated budget is a brief budget about a rough
estimation of internal and external resources utilization for this marketing
plan.
The business of juices appeals to multiple audiences. The
targeted audience is sub-divided into various geographical and demographical
segments. In such a situation, ABC Juice Company have several types of personas
to be exercised. The development of the persona can keep the whole marketing
plan aligned with the business objectives and goals. Somehow, it is essential
to identify the most relevant persona for the business to be implemented first.
Although, this persona should match the primary characteristics of the business
organization. For instance, ABC Juice Company can have a persona:
“He is a sportsman and he wants to enjoy delicious juices
during exercise.”
The persona will be focused on the worries, needs, and
requirements of the customer “he”. But who is “he”? the following are the key
characteristics of “he”.
i.
Male
ii.
24 Years old
iii.
Middle Class Family
iv.
Lives a normal life of middle class males
v.
Frequently purchase juices
vi.
Student
vii.
Studying at a local university
viii.
Visit the sports club for training
ix.
Conscious about taste
x.
Conscious about Quality
xi.
Very visual person
xii.
Get influence from celebrities and Sportsman
xiii.
He follows famous sportsman on social media
xiv.
He attends sports events.
The above-stated characteristics of Jack (a student and
sportsman) represent the primary characteristics of a customer. These
characteristics belong to the demographics and personal interests or
preferences about juices.
|
Initiative: 1 Attractive
Product Design |
|
|
Part: 1
The Added Value Creating
Additional value for the customer/prospect. |
|
|
Description of the Added Value |
The initiative is to change the product design. The old
juice packaging design will be replaced with the new attractive designs. Currently,
competitor products have a more catchy and attractive look then the products
of ABC Company therefore it is a critical time to change the product design. |
|
Intended outcome + Support for this |
It would result in an increase in sales of 30%. Attractive
product packaging design will grab the attention of customers. |
|
Unique Value Proposition |
Delivering quality taste in a new style. |
|
Delivery platform(s) |
Advertisement boards will be placed on retailer shops and
supermarkets. Digital marketing platform: Social media and website. |
|
Priority Tasks |
1)
Designing a new product packaging. 2)
Write attractive messages in the advertisement 3)
Design a video for advertisement on digital
media platforms 4)
Design social media advertisement post 5)
Consider incentives for social media sharing. |
|
Resources required |
It would require at least 50% of the allocated budget for
the marketing plan. |
|
Part 2 - Promotion |
|
|
Promotional Assets
Required |
The assets required for promotion are flyers, posters, and
image content related to the advertisement. |
|
Search Keywords |
Amazing Juice, mango juice, Energy Drinks |
|
To Registered Users and Followers |
The company would also update the registered users with emails
and social media notifications. |
|
Outreach/Influencer marketing |
The primary influencer list includes sportsman and sports
celebrities. |
|
Google Adwords |
The company would also promote via display advertisement,
YouTube ads, display marketing, and search marketing. |
|
Facebook/Instagram Ads |
The company would also promote via promoted posts, image
ads and video ads. |
|
Other |
Snapchat ads will be also used for promotional purpose. |
|
Initiative: 2 Discount
Offers |
|
|
Part: 1
The Added Value Creating
Additional value for the customer/prospect. |
|
|
Description of the Added Value |
The initiative is to offer a discount to the customers of
ABC Company. The discount would save 10% on each juice pack. |
|
Intended outcome + Support for this |
It would assist the company in the increase its overall sales
by 50%. Discount offers will encourage customers to buy in bulk quantity. |
|
Unique Value Proposition |
The same old taste with new discounted prices. Now you can save 5% on each juice pack. |
|
Delivery platform(s) |
Advertisement will be made by the use of boards at
retailer shops and supermarkets. Digital marketing platform: Social media Platforms and e-commerce
websites. |
|
Priority Tasks |
1)
Calculating breakeven and profit to identify a
reasonable discount percentage. 2)
Advertise discount offers on social media by
writing engaging content. 3)
Design a video for advertisement with clearly
stated information about the discount. 4)
Designing an attractive social media
advertisement post 5)
Planning incentives and rewards for the marketing
team. |
|
Resources required |
It would require at least 30% of the total budget set out
for the marketing plan. |
|
Part 2 - Promotion |
|
|
Promotional Assets
Required |
The assets required for promotion are software and
hardware. Moreover, the company would also use posters and flyers for
promotion. |
|
Search Keywords |
Special Discount Offer, Save 5%, Enjoy seasonal juices on
discount, Cheap Juices, |
|
To Registered Users and Followers |
The company would also send updates about discount offers to their regular and
registered users by using email ids and social media push notification
system. |
|
Outreach/Influencer marketing |
The list of primary influencer includes celebrities linked
with sports and famous sportsman. |
|
Google Adwords |
The search marketing, YouTube ads, display advertisement, and display marketing would be used by the Company
for the promotional campaigns. |
|
Facebook/Instagram Ads |
Following the marketing plan, the company would take
advantage of promoted posts, image ads and video ads. |
|
Other |
At some occasions, the company will also use Snapchat ads.
|
|
Initiative: 3 Free
Participation Tickets |
|
|
Part: 1
The Added Value Creating
Additional value for the customer/prospect. |
|
|
Description of the Added Value |
This initiative is to offer free tickets of participation
to VIP customers. In a social event, like the food festival, the company
would organize a stall. The event tickets will be provided free of cost to
the VIP customers only. |
|
Intended outcome + Support for this |
It would result in an increase in sales by 20%. Free event
tickets would spread good word of mouth in the society. |
|
Unique Value Proposition |
Offering the opportunity to interact with our team. |
|
Delivery platform(s) |
Only Digital marketing platform such as Social media and
company's website will be used for this initiative. |
|
The early customer will be delivered the product
by easy wins that will make the biggest differences in the speedy way. |
|
|
Resources
required |
The skillful
people or employees will be utilized as well as the company resources and
some budget is also assigned to the company. |
|
Part 2 -
Promotion |
|
|
Promotional Assets Required |
For the promotion
of the business and products to deliver the added value to customers, some
resources will be required to create assets such as landing pages on the
websites, making and composing videos, creating the blog posts, as well as
some other banners ads used. |
|
Search Keywords |
The Search engine
optimization technique will be used to promote the business as well as to
promote the products of the company. It is because the search engine
optimization (SEO) will bring the links of the website on the top of the
browsers. |
|
To Registered
Users and Followers |
For the
registration of the users and the followers, the social status update, Facebook
massager bot, email as well as sales teams are made and used. |
|
Outreach/Influencer
marketing |
As the YouTube is
now become more famous around the world and many youtubers have become now the
celebrities. They will be used to promote the products as well as some
partners will also be used such as making offer on their products. Most
effectively, the TV Actors, celebrities as well as the sportsmen will be
offered to advertise the products. |
|
Google Adwords |
YouTube Ads and
the display of advertising will be used to show the ads on the screens. |
|
Facebook/Instagram
Ads |
The boosted posts,
image ads as well as video ads will be used because they the users will watch
these ads and can respond too. |
|
Other |
For other
promotions, 30 to 40 sec ads will be broadcasted on the TV channels. |
|
Initiative |
|
|
June |
Attractive Product
Design (core initiative) |
|
July |
Discount offers |
|
August - September |
New flavors |
|
September |
Free Participation
Tickets in Social Events (food festivals) |
|
October |
Social Media
Advertisement |
|
November |
User registrations
to give memberships |
|
November – January |
Search Engine
Optimization |
|
November |
Partnership
including affiliation and co-marketing |
|
December |
Selecting
registered users or customers for delivering prizes. |
|
January |
Juice Testing |
|
November –
continue |
Mobile and Email
Marketing |
|
Outreach
Strategy |
|
|
Cristiano Ronaldo |
Christiano Ronaldo
is the most expensive influencer and have very short time for brand
endorsement. But he is very effective and has influence in sports. They
contract will be signed with him for the composition of the advertisement for
awareness of the product. |
|
HyperAuditor |
The top Instagram influencers
will be determined with respect to their rankings as well as they will be approached
in exchange of money. |
|
Tweentdeck |
More influential
celebrity will be approached to promote the products on Twitter in exchange
of money and resources. |
|
Social Crawlytics |
Ads will be posted |
|
Kayla Itsines |
Ads will be posted |
|
Cooking with Mima |
Will be paid to
place product in her kitchen. |
|
Selena Gomez |
Will be paid and
signed the contract for the promotion. |
|
Kylie Jenner |
Will be approached
to sign contract for product awareness by making a video advertisement. |
|
Daily Dose |
Money will be paid
to company for ads placement on their pages |
It is the very effective approach that can be very
beneficial in making the marketing plan as well as notify the customers about
new things, innovations as well as new deals of the product. As the ABC Juice
company is going to launch and introduce its juice business, it also needs something
digital to make every function of the company more effective. For this this
purpose, the company must have its own database where all of the records of the
customer will be saved including sales, offer, top paid customers as well as
every customer who has al least one-time purchase from the company. The
effective website panel is developed which will provide the user interfaces to
the management as well as the marketers of the company. Those user interfaces
will show all of the user or customer’s data on the single screen. The
marketing department will use the data for the communication with the customers
for effective sales and to notify about new deals of the company. The all data
which is saved in the database and showing on the user interface, can be
analyzed and the company can contact with the customer at any time.
The feedback is very important in every business which is
actually a coordinated plan integrating the clear as well as decisive
statements including individual conditions of the instructional context and the
external post response information must be provided. The feedback strategy which
is proposed for this marketing plan that the feedback form the customer related
to the products as well as the services will be taken by using social media
pages and links and the also website customer contact page will also be developed.
There are some important KPIs for marketing plan are highlighted which can be effectively used to measure the success of the company as well as the marketing plan. The first KPI is the revenue growth that is very effective to track the sales of the company. It effectively exclude or subtract the previous revenue from the current period. The revenue of the total last period also divide. So, the revenue growth KPI will effectively calculate and can estimate the revenue of the company to calculate the success of the company.
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