Social Media Marketing Plan for Rowlinson Knitwear

Entrepreneurial
Marketing

Executive Summary
In order to increase the market presence of company it is important that the company use
an efficient marketing channel that can help it in reaching its target audience in an effective
manner. social media is being increasingly used by companies for marketing the company
products and services so that the reach to target customer can be increased. In this report the way
in which Rowlinson Knitwear can increase its market reach by the way of implementing social
media marketing plan will be discussed by formulating an effective plan which can be applied in
company.

Table of Contents
Executive Summary.........................................................................................................................2
Table of Contents.............................................................................................................................3
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Marketing audit......................................................................................................................4
Objectives...............................................................................................................................5
Gather insight of target market...............................................................................................6
Social media zones and vehicles............................................................................................6
Experience strategy with selected zone..................................................................................7
Activation plan.......................................................................................................................8
Management and measures...................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
As technology is becoming more advanced the use of social media networks as marketing tools
by companies have also increased so as to reach to their target market which can help in brand
exposure along with broadening their reach to customers. Social media has become an effective
tool for marketing company products as it help in finding the potential customers based on their
interests so that the marketing policies can be focused on target audience (Choi and Yuan, 2016).
In this report Rowlinson Knitwear Ltd. which is a school and corporate wear manufacturing
company headquartered in Stockport, UK is taken. Development of a social media marketing
plan will be done for this company so that it can reach to a large number of customers and
increase its brand image so that more sales can be generated and profits can be increased.
Marketing audit will also be conducted so that the current situation of company can be evaluated
based on which marketing plan can be formed.
Main Body
Marketing audit
Marketing audit refers to comprehensive and systematic analysis of the internal and
external business environment of a business so that an effective marketing plan can be
formulated by company which can help it in achieving its objectives and reaching target
customers. Rowlinson Knitwear Ltd is a medium sized manufacturing company which deals in
school wear and corporate wear uniforms and is located in UK. The company make use of high
quality clothing material which is both durable and affordable so that the clients can be provided
with dresses as per their specifications (Denizci Guillet, Kucukusta and Liu, 2016). The company
intend to increase its market reach through social media marketing plan. Following are the ways
in which marketing audit for Rowlinson can be done:
PEST analysis: This strategic management tool can help in analysing the external business
environment of the company:
 Political: UK is politically stable nation with the government encouraging the
manufacturing businesses so that they can expand in market through subsidies, tax
relaxations etc. This can help Rowlinson to efficiently expand in market by creating a
social media marketing plan and increase its marketing activities in market.