Entrepreneurial Marketing and Audit

ENTREPRENEURIAL
MARKETING

EXECUTIVE SUMMARY
The entrepreneurial marketing can be defined as a marketing spirit that is not using a single
marketing strategy. Rather than using a number of different types of selling strategies by making
combination of different types of selling strategies. The present case deals with company R
Robson which is a SME of United Kingdom dealing in beauty products (Nijssen, 2017). The
present report developed a social media marketing plan for developing a new cream specially
focussing on the working women aged 20–50. It was done by first analysing the market both
internal and external and then according to the finding and developed some objectives. Later on,
according to the objective a plan will be made in order to accomplish the objectives discussed.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1 MARKETING AUDIT.................................................................................................................4
A+B Internal and external factors..........................................................................................4
C. SWOT analysis .................................................................................................................5
2 OBJECTIVES...............................................................................................................................6
a) Business objective..............................................................................................................6
b) Social media objectives......................................................................................................6
3 INSIGHT TARGET AUDIENCE................................................................................................6
4 ZONES AND VEHICLES............................................................................................................7
5 WALKING THROUGH TARGET AUDIENCE THROUGH SOCIAL MEDIA PLATFORM 9
Gantt chart............................................................................................................................11
6 MEASURE KPI..........................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The present case deals with company R Robson which is a SME of United Kingdom
dealing in beauty products. The present report is based on creating a social media marketing plan
and helping R Robson in developing its new product and placing that into the market (R Robson,
2019). It was founded in 1972 which is a company dealing in beauty products and cosmetics.
The current report will focus on developing a plan for a new product development for company.
The company is going to launch a new cream which is a mixture of both sunscreen and basic
make up essentials safe for women to use.
MAIN BODY
1 MARKETING AUDIT
A marketing audit can be defined as analysis of the whole market that is both internal and
the external environment within which the business exists. For analysing the internal factors
SWOT analysis is used and for understanding and evaluating the external environment PESTLE
analysis is used.
A+B Internal and external factors
1. Lower disposable income of consumers which can impact demand of products R
Robson as compared to their challengers. This can create weakness of the company in
terms of lower demand of products influence on selling of beauty products.
2. Some technological advancement can be strength in terms of strong distribution
networks and promoting their goods and services through online. R Robson follow the
internet for advertising of products which can help to increase attractions towards the
products.
3. Changes in environment regulations can be threat to certain category of beauty
products. Also, this can influence on operations and functions of R Robson. Therefore,
company needs to follow all kinds of environment regulations like eco-friendly, little
usage of plastics etc.

4. Lower inflation rate create opportunity for increasing consumers demand and
improving their behaviour towards the beauty products of R Robson. Also, this can
increase sales and profitability of organization. Also, this can influence on purchasing
power of consumers in the marketplace.
5. R Robson can face government laws and regulations like taxation policy while
entering into different marketplace. This can be threat to business which mean different
laws and constant fluctuations relating to products standards and overall operations of
business in those markets.
6. R Robson can face changes employment laws when doing the business in other
marketplace which can create threat to business. This can influence on running the
operations and functions of R Robson.
C. SWOT analysis
Strengths- these are the positive things which helps the company in getting a competitive
advantage over its customers. Some strengths of R Robson are as follows-
 It provides a wide range of products and with superior quality. The company has a wide
variety of product line so the consumers do not switch over to the competitors. Another strength is that the company has a good network of suppliers which helps the
company in having advantage that if one supplier increases its rate then the company can
go to another supplier.
Weaknesses- these are the disabilities which the company have which reduces the market
position of the company (O'Cass and Morrish, 2016). Various weakness of the company are as
follows-
 Company do not have a good and strong source of advertising and promotions of the
products and services made by them. Another weakness is that the number if retail outlets of the store is very limited which
impacts the sales of the company.
Opportunities- these are some different kinds of options which are available for the company
within the market to grow (Yang and Gabrielsson, 2017). Some opportunities lying for R Robson
are as follows-

 For distribution the company can opt for online business. This is because of the reason
that major portion of population is using online shopping so it will increase the customer
base of company. Another opportunity is grabbing the trend that people prefer eco- friendly and organic
products for their skin. So it can also be an opportunity.
Threats- these are the points which are dangerous for the growth and development of the
company. Various different types of threats from external and internal environment are as
follows-
 The major threat is of the competition which is getting much intensified and harsh
because many new entrants are entering into the market. Also, the online sellers have
increased which is also a competition for the company.
2 OBJECTIVES
Aim
“To develop a new cream with a combination of both sunscreen and basic make up essentials and
which is environmentally friendly and safe.”
Objective
a) Business objective
 To increase the customer base by 30 % in 4 months' time frame.
 To increase the profits by 25 % within the time frame of maximum 6 months.
b) Social media objectives
 To promote this product to cover 20 % market in 2 months with the help of social media
publishing relating to women.
 To promote the business with help of social media commerce by making products
available at every shopping website by 15 % within next 2 months.
3 INSIGHT TARGET AUDIENCE
It is a marketing technique which is used to divide the customers into different targets
and then segmenting them and positioning them into the market to gain a competitive advantage
over its competitors. The STP of R Robson is as follows-
Segmentation- in this stage the company tries to segment its customer into some
common groups based on some common characteristics. According to KPI and its specific
indicators are like sales, marketing, and other areas. The customer base of company was

segmented on the basis of use of social media websites like Facebook, Instagram, Twitter. And
according to it the most used website was having the largest customer. From Facebook, it has
gained 2% of customers as compared with Instagram which is around 5 %. On the other hand the
LinkedIn users were 3.5% and Twitter uses were approximately 4%. Here with the help of
market research the company finds out its customer base and then divides it into different groups
like according to gender, age, demographic, geographic and many more. Here mainly the focus
will be on the basis of demographic segment on the basis of gender that is more focus will be on
females of that area. Also, within demographic more emphasizes will be on basis of age that is
focus will be laid on women between the age group of 25- 50.
Targeting- after dividing the customer base another thing to do is target the consumers
segmented. This can be done with the help of promotional activities to influence the target. Here
in accordance with the aim target can be females mostly between age of 20 – 50.
Positioning- in this stage the company position its product into the market to know the
perception and the views for product according to the target market (Whalen and Akaka, 2016).
With help of positioning the company can create a positive and clear image in the minds of
consumers. This will be done by keeping focus on the needs and preferences of the consumers.
4 ZONES AND VEHICLES
Social media refers to as a platform of communication wherein the communication takes
place in electronic format that is with help of internet. There are four different types of social
media zone which are to be used in for marketing the new product. These four social media
zones are as follows-
Social community- it is the channel of social media through which the company can
interact with different individual and groups in order to promote their products. The different
social community channels are like Facebook, Instagram, Twitter, LinkedIn and many other
similar types.
Social commerce- it is a type of zone which promotes online buying and selling of
products and services between individuals and groups and the seller. This zone leverages the
shopping behaviours because online shoppers collaborate and interact with the sellers during
their shopping experience. For example, LivingSocial, Groupon, TripAdvisor and many more
others.

Social publishing- this zone deals with spreading of information and messages relating to
certain topic with the audience. These sites help in dissemination of information with the
audience. These channels includes blogs, Picasa, YouTube, Scribd and many other such similar
sites.
Social entertainment- with the name it suggests that it a zone consisting of social media
channels which are used for playing and entertainment and for enjoying. These include all games
and social gaming site, socially enabled console games and many other similar things. Some
examples of social entertainment are like Myspace, Come2play, Wndows live, Nosteam and
many other related gaming applications.
Vehicles- it includes social media platforms which the company uses in order to promote the
products and services of the company.
The different vehicles of social community are like Facebook, Instagram, Twitter, LinkedIn and
many other similar types.
On the other hand, the various types of vehicles which can be used by social commerce can be
for instance LivingSocial, Groupon, TripAdvisor and many more others.
In contrast, social publishing vehicles are blogs, Picasa, YouTube, Scribd and many other such
similar sites.
At last, the different vehicles for social entertainment are like Myspace, Come2play, Wndows
live, Nosteam and many other related gaming applications.
Customer experience strategy
Customer experience refers to as the feeling or experience which the consumer gets or
feels by using the product or service. It is n hands of company that how it tries to create
impression of the products or services with help of the way it markets the product or service.
Four strategies for developing customer experience is as follows-
Touch
points/Zones
Social community Social commerce Social publishing Social
entertainment

Actions Find solution to
problem on social
media
Ask for price,
product detail and
discount.
Order through
official websites
and reseller.
Ask product
related questions
Experience
strategy
Follow official
website for
knowing about
experience.
Follow surveys
for knowing
about experience
of use of it.
Follow internet,
knowing about
experience of
utilization of it.
Through social
media platforms,
knowing about
experience of
usage of it.
5 WALKING THROUGH TARGET AUDIENCE THROUGH SOCIAL
MEDIA PLATFORM
This kind of plan help to understand the needs and wants of consumers, online selling and
buying to the consumers. Also, this can help to increase competition in social media market and
increase brand image within the industry. Therefore, company needs to focus on the measure and
manage overall social marketing plan in terms of improving the performance and make upper
level position in the industry in which they operate. This can help to raise the productivity and
profitability of R Robson which deals in beauty product in the United Kingdom.
Zones Who How Timescale Budget
Social
community
Through this the
company will
promote its
products and target
its customer base
by advertising its
products and
services to promote
the goods and
services.
With the help of
Facebook,
Instagram etc.
This will be
activated in 1
month.
The cost for
social community
is $80 for 4
months.
Social With help of social With the help of This will be The cost for

commerce commerce the
company will try to
sell its products and
services with help
of online shopping
websites because of
the latest trend of
shopping onlines.
online shopping
sites like
LivingSocial,
Groupon,
TripAdvisor
activated in 2
months.
launching
product through
social commerce
is $180 for 4
months.
Social
publishing
Through this the
company target
those consumers
who are very
specific relating to
the quality of the
product or service.
It I so because these
social publishing
has blogs and
experts comments
written which
authenticates the
features of the
products and
services.
This the company
will achive with
help of publishing
sources like Blogs,
Scribd.
This will be
activated in 3
months.
The cost incurred
for using social
publishing is
$200 for 4
months.
Social
entertainment
With help of using
social entertainment
the company can
make its own
personalized
website through
With help of
entertainment
websites like
Myspace,
Come2play,
Wndows live,
This will be
activated in 4
months.
If company goes
for social
entertainment is
$150 for 4
months.

which it can
organize some
contest and provide
games for children.
And the of winning
the game will be the
new product of the
company.
Nosteam and other
the company can
promote its
products and
services
Gantt chart
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Social community 13 days Tue 8/13/19 Thu 8/29/19
Auto
Scheduled Facebook 6 days Tue 8/13/19 Tue 8/20/19
Auto
Scheduled Instagram 4 days Wed 8/21/19 Mon 8/26/19 2
Auto
Scheduled LinkedIn 3 days Tue 8/27/19 Thu 8/29/19 2,3
Auto
Scheduled Social commerce 14 days Fri 8/30/19 Wed 9/18/19
Auto
Scheduled LivingSocial 2 days Fri 8/30/19 Mon 9/2/19 2,3,4
Auto
Scheduled Groupon 5 days Tue 9/3/19 Mon 9/9/19 6
Auto
Scheduled TripAdvisor 7 days Tue 9/10/19 Wed 9/18/19 7
Auto
Scheduled Social publishing 15 days Thu 9/19/19 Wed 10/9/19
Auto
Scheduled Picasa 3 days Thu 9/19/19 Mon 9/23/19 8
Auto
Scheduled YouTube 8 days Tue 9/24/19 Thu 10/3/19 10
Auto
Scheduled Scribd 4 days Fri 10/4/19 Wed 10/9/19 10,11
Auto
Scheduled Social entertainment 15 days Thu 10/10/19 Wed
10/30/19
Auto Myspace 3 days Thu 10/10/19 Mon 10/14/19 12

Scheduled
Auto
Scheduled Come2play 5 days Tue 10/15/19 Mon 10/21/19 14
Auto
Scheduled Wndows live 7 days Tue 10/22/19 Wed 10/30/19 14,15

6 MEASURE KPI
This is the last step of the marketing plan wherein the company tries to manage its
performance and conclude that whether it has achieved its aims and objectives or not. Thus, if
the objectives are not achieved then corrective measures and actions are need to be taken (Yang
and Gabrielsson, 2017). Key performance indicator (KPI) refers to as a method through which a
company can evaluate its success that whether it has achieved its objectives or not. Under this
technique the company sets some key indicators with which the actual performance will be
compared. Therefore, for this the company takes some areas with help of which it can evaluate
its success. For measuring success R Robson uses two measures that is sales benefit analysis and
cost benefit analysis. Under cost benefit analysis the company on one side calculates all its cost
and other side calculate all the benefits so that it can be compared and proper work can be done
(Andersson, Evers and Gliga, 2018).
Another key performance indicator is sales analysis. Under this method the company sets
a target for its sales which it has to achieve at any cost. If these sales target are not achieved then
the company needs to do a market research for analysing the reason that why the estimated sales
have not been achieved whether consumer preferences have changed or is there any problem in
the marketing strategy adopted by the company. After analysing all these factors the company
will have to take corrective measures.
CONCLUSION
With the help of the above report it can be analysed and concluded that entrepreneurial
marketing is very necessary for business to be successful. With the help of above plan it was

outlined that social media marketing plan is very necessary to make in order to promote the plan.
Also, it was found that doing market audit is very necessary for knowing the position of the
company in the market. Also, it highlighted that doing STP is also necessary to position the
product into the market. At last, it discussed that developing customer experience with help of
social media zone is very helpful.