Entrepreneurial Marketing: Formulating a Social Media Marketing Plan for Davison Canners

This report discusses the formulation of a social media marketing plan for Davison Canners, an UK-based company that deals in manufacturing and selling bakery products. It includes a marketing audit, insights regarding target audience, selection of social media zones and vehicles, creation of an experience strategy, and ways for managing and measuring the activated plan.

Entrepreneurial
Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Social media marketing plan...........................................................................................................4
Executive summary.....................................................................................................................4
Marketing audit............................................................................................................................5
Objectives....................................................................................................................................7
Insights regarding target audience...............................................................................................8
Selection of social media zones as well as vehicles....................................................................9
Creation of an experience strategy by using selected zones........................................................9
Establishing an activation plan..................................................................................................10
Ways for managing and measuring the activated plan..............................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Entrepreneurial marketing can be described as practices which are essentially relates with
business planning, discovering varied needs of products or services, building brand awareness
and designing an appealing messages in order to perform effective promotions activities (Abdi
and Et. Al., 2019). It is considered as important process as it essentially aids in acquiring as well
as retaining the customers for a long time. In order to have a better understanding of
entrepreneurial marketing practices as well as requirements for formulating social media
campaign plan, Davison Canners is taken into consideration. Davison Canners is an UK based
organisation which deals in manufacturing and selling of bakery products. It was incorporated in
1978 and has its headquarters at United Kingdom. This project report is based on a formulation
of social media marketing plan in order to make a reach and attract varied customers in an
effective manner.
MAIN BODY
Social media marketing plan
Executive summary
Davison Canners is an UK based company which was incorporated forty year ago by an
entrepreneur named Alan Davison. They have 120 acres of orchards as well as accredited factory
sites which they use in growing varied types of fruits and produce jams and bakery fillings in a
strategic manner (Davison Canners. 2021). They mainly grow apples and tried to extend their
range of products in order to meet diverse customer needs. Their major products includes jams,
curd, syrups and processed apple products. They constantly delves their business activities into
bringing innovations by using a variety of ingredients and fruits based on their speciality. They
essentially develop strong relationships with their customers by approaching them in a
individualistic manner. They believe in maintaining quality standards and act quickly with
dynamic demands of customers. They nurture as well as maintain their orchards in an effective
way which helps them to grow by keeping a pace with this changed dynamics in demands of
their customers.
Product range of Davison Canners encompasses Sticky Toffee Pudding, Creamy Rice
Pudding and fruit pie filling. They use finest ingredients consisting of their grown fruits of their

own orchards. They cook all their pudding and sauces in small batches in order to make them of
a high quality.
Marketing audit
Marketing audit can be understood as full exploration as well as evaluation of entire
environment where a business organisation operates (Buccieri, Javalgi and Gross, 2021). It also
encompasses of assessment related to strategies as well as targets which are related to specified
marketing activities.
Internal environment analysis
This force essentially describes the current prevailing situation which is pertaining in the
market. Mission statement can be understood as the basic purpose for which an organisation
operates their operations (Gilmore and Et. Al., 2020). Mission statement of Davison Canners is
to make their brand viable for sustain competitive advantage through satisfying customer desires
as per changing trends.
At Davison Canners, its owners believe in investing as well as reinvesting in tier
innovative practices for appealing to large number of customers. They essentially believe in
working tirelessly in order to bring innovations with changing tastes and dynamics of their
customers. For this, they had also receive a prestigious award named Food manufacturer
excellence award. In order to perform better, they hire professionals for ever department in order
to meet customer demands in an effective way. They have a team which oversee marketing and
innovation related procedures which keeps care of blogging, managing their social media
handles, award entries and many more. They are present on social media sites such as LinkedIn,
Twitter and Facebook in order to communicate with their customers and make an effective reach
to them.
External environmental analysis
Davison Canners is come under market gardening industry as they involve in the business
of growing their raw materials, convert them in final goods and sell them to their customers.
Market gardening essentially encompasses of growing crops which are of high value
consists of vegetables, fruits and flowers (Hagen and Zucchella, 2018). In order to better
understand about external factors, PESTEL analysis is taken into consideration.

PESTLE analysis is considered as a strategic framework which is used by establishments
for looking a big picture for formulating varied strategies by assessing macro environmental
forces (Hisrich. Ramadani, 2018). PESTLE analysis can be used by managers of Davison
Canners for evaluating current market situation of UK. All the factors of PESTLE analysis in
accordance with Davison Canners are mentioned below:
Political factors involves aspects related to government regulations, political stability,
taxation policies, subsidies and grants of a specified country. In UK, stable political landscape
provides numerous opportunities to SMEs through varied schemes and grants. In relevance with
Davison Canners, it has provided selective financial assistance which is partly financed through
European Regional Development Fund for enhancing their efficiency. This company has varied
opportunities in regards with political landscape for flourishing their brand in market.
Economic factors encompasses the understanding of inflation rates, potential of customer
spending, trade cycle and many more of a particular country. In relevance with UK, Global
lockdown and war situation in Ukraine have led to significant rise in inflation rates which in turn
decreases the purchasing power of people. These situation poses as a threat for Davison Canners
and to face this issue they need to frame suitable strategies.
Social factors of a country essentially consists of lifestyle trends, changed perception of
people and demographics of market (Kowalik, 2020). In UK, dynamics and tastes of people
fluctuates in a fast and easy manner which can poses as a threat for organisations. At Davison
Canners, owners tend to bring innovative practices which help them to compel people to remain
with their brand.
Technological forces consists of aspects related to innovation of new technology in a
specified country. UK is considered as one of the leading nation which support the organisations
operating there with technological innovations. This is an opportunity of Davison Canners as
they can use digital technology in order to reach to a massive number of customers.
Legal Factors comprises of health & safety guidelines, international laws, legislations for
protecting customers and employees and many more of a specified country (Nijssen, 2017). In
UK, government has framed varied laws which are needed to be followed by companies for
protecting the interests of their customers as well as employees. Managers of Davison Canners
make compliance with all the framed rules and regulations for maintaining safety and health of
their employees in an effective manner.

Environmental factors consists of issues related to environment, power consumption and
waste disposal regulations of a specified nation (Nijssen, 2021). UK government is very strict in
making companies to comply with formulated legislations in regards with environmental
conservation and industry waste disposal. In relevance with Davison Canners, they comply with
all the guidelines and believes in sustainable innovative practices.
SWOT analysis refers to strategic tool which is used by establishments for assessing
varied internal as well as external factors which can impact strategies and decisions framed by
policy makers (Noorda, 2020). It is essential for managers of Davison Canners to perform
SWOT analysis in order to audit regarding their marketing objectives. SWOT analysis of
Davison Canners are as follows:
Strengths Innovative practices- Managers of
Davison Canners bring innovative
products on a constant basis. Wide range of products- Davison
Canners offer wide range of organic
products which are made up of fresh
ingredients grown at their own
orchards.
Weaknesses
 Little target area- Davison Canners
have targeted little customer base
which curb tier reach for enhancing
more profits.
 High maintenance costs- Managers of
Davison Canners have incurred a high
maintenance cost regarding their
orchards.
Opportunities Digitalisation era- Use of digitalised
practices has open up various new ways
for Davison Canners in order to make
their reach to massive number of
customers. Large market share- Davison Canners
can attract a large number of people
with their innovative products.
Threats
 Increasing competition – Davison
Canners can face intense competition
due to awareness of people towards
organic products.
 Entry of foreign brands- Davison
Canners face threat of foreign brand
which can impact their business
operations.

Objectives
Business objective are specific as well as are formulated in a quantifiable manner which
provides direction to organisational employees for achieving them in a strategic manner
(Rentschler, 2020). Business objective for Davison Canners are as follows:
 Increase their sales by 15% till the first quarter of 2023.
 Increase online sales by 10% in next 4 months.
Objectives for social media marketing campaign in relevance with Davison Canners are as
follows:
 Increase Facebook following by 5% till the month of September in 2022.
 Increase twitter engagement by 10% in next 4 months.
 Create an Instagram page and earn followers of 1000 till next month.
Insights regarding target audience
In order to gain insights regarding their targeted audience, managers of Davison Canners
have performed STP analysis.
STP analysis can be understood as an analytical approach which aids organisations in
gaining insights regarding their targeted customers in an effective manner (Seif and Et. Al.,
2018). Primary purpose for performing STP analysis is to enhancing a competitive advantage of
an organisation by providing direction as well as concentrate on framing of marketing strategies.
This analysis represent a shift of business organisation from focusing on products towards
customers. Varied elements of STP analysis in context to Davison Canners are mentioned below:
Segmentation- It is considered as a first stage of STP analysis whereby main purpose of
organisation is to build differential customer segments on the basis of specified criteria. This can
be bifurcated by organisations on the basis of geographic, demographic, behavioural and
psychographic segments. In relevance with Davison Canners, managers have determined their
segmented customers on the basis of geographical, demographical and psychographic basis by
producing affordable products for people of UK depend on their lifestyle trends.
Targeting- At this phase, organisational managers determine best suited segments on the
basis of their conversion rates (Sodhi and Bapat, 2020). Ideal segment should be one which can
actively grow, provides high profits and have lesser acquisition cost. Managers of Davison
Canners have determined to target the people of UK who willing to buy jam, compatose and

other fruits related products at affordable prices. They also target their segmented customers on
the basis of their social media habits.
Positioning- At this phase, establishments determine the ways through which they can
create a differentiated position of their products or services which aid them in securing
competitive edge in a strategic manner. This positioning can be done by organisational managers
through symbolic, functioning, experiential means. Managers of Davison Canners position their
products on the basis of functional manner whereby they bring constant innovations in order to
provide different varieties to their customers.
Selection of social media zones as well as vehicles
In order to make a reach to a massive number of customers, Davison Canners will be
presented as a family business whose roots are deeply indulged in providing organic products to
their customers. Persona of Davison Canners will be responsible, innovative, usage of quality
and fresh ingredients.
Social media marketing plan of Davison Canners should focus on making people engage
through their appealing content creation. They use social media sites like Facebook and Twitter,
so their content will be posted on their profiles. For indulging more people and increase their
conversion rates, they are focusing on building their presence on Instagram through creating their
profile. Engagement of people through social networking sites can be increased by marketing
professional of Davison Canners by creating an appealing content and asking for feedbacks from
their followers regarding their products. In order to build awareness of brand, marketing
professionals of Davison Canners should start using aid advertising methods provides by Google
and Amazon.
By using Facebook, Davison Canners can post their images of their products as well as
some procedures of making them in a layman language. Through Twitter, they can monitor is
their content reaching to their targeted customers by analysing and retweets and sharing options.
They can also focus on tweeting regarding trending topics which in order to increase
engagement. Focus of their Instagram profile will be sharing beautiful and attractive images of
their products. This platform can also be used by posting the content related to their company
culture. Through their blogs, managers of Davison Canners can share their success story and
innovative ideas for engaging more users.

Creation of an experience strategy by using selected zones
In order to increase engagement as well as conversion rates on above stated platforms,
managers of Davison Canners should make an appealing content regarding their recipe and
originality of their products. Instagram will be a new platform for them which also can be used
for increasing their online sales. For creating compelling content in a professional manner, they
can collaborate with content creators and marketing agencies. They can promote the varieties
they have as well as organic products. They should try to make people feel that tier products are
of organic nature as well as healthy and tasty. They can also post about any charity or corporate
social responsibility they perform for engaging large number of users.
Establishing an activation plan
In order to execute social media marketing campaign, an activation plan has been built by
managers of Davison Canners consisting of following:
 Managers of Davison Canners collaborate with content creators and social media
influencers which aid them in making their content relevant as well as professional.
 They also determined to collaborate with e-commerce websites like Amazon for
increasing their online sales.
 Their marketing as well as technology professionals work together for evaluating social
media metrics in a strategic manner which aid them in measuring the success of their
campaign.
 Budget that have determined to present this marketing a campaign is € 2500.
Activation plan
Activation plan refers to the proper strategy to execute marketing mix in order to achieve
goals effectively. Marketers can make activation plan after making proper planning for their
marketing in order to execute social media marketing in their promotion activities.
Marketing Mix includes 4ps such as product, price, place and promotion they can use these 4ps
to modify their current policy to increase customer experience.
Activation plan in order to executing the social media marketing in context to Davison
Canners are as follows-
What will the manager can do When Time period

Manager of Davison Canners
make account and page on
selected social media platform.
After making plan and conduct
deep research about target
segment and most popular
platform
With in 4 month
Then they make effective
content in the form of Email,
pic, video, reel, poster and GIF
as well as post it on page or
account in order to attract large
number of customers.
After knowing recent trends,
how to make content
attractive, colour full and
many more.
With in 4 month
Ways for managing and measuring the activated plan
For managing and measuring the activated plan managers of Davison Canners have
determined to use varied key performance indicators. In order to measure success of their social
media marketing campaign they will use metrics like number of shares, comments, views and
retweets. For measuring their success of new Instagram profile, they can evaluate increase in the
number of followers and likes on their post. For measuring success of their Twitter account, they
can evaluate follower count. This evaluation should be based on weekly basis by marketing team
of Davison Canners. They should also keep extra care of posting their content on a regular basis.
In order to measure and control the activation plan the budget for four month in context to
Davison Canners are as follows-
Months Activities Amounts €2500
1 Deep research about target
market
€700
2 Create content by hiring €700

professionals and influencers
3 Posting and spreading
awareness about their product
€400
4 Feedbacks and implement
technology for improvement
€700
CONCLUSION
From the above stated social media marketing plan, it has been assessed that it is imperative
for organisational managers to use this type of campaign for reaching to a large number of
customers. Through this, they can easily get customer’s feedbacks and reviews regarding their
products on a constant basis. This practice will aid them to make their operational processes
more effective. It is imperative for organisational managers to have an access of valuable
insights regarding varied social media platforms in order to increase their engagement as well as
revenues in an effective manner.

REFERENCES
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