Entrepreneurial Marketing Plan

This project presents a social media marketing plan for Boss Brewing, a craft beer company in the UK. The plan includes a marketing audit, target audience analysis, social media zone selection, activation plan, and measures for monitoring the plan's effectiveness. The project aims to help Boss Brewing expand its business and achieve its social objectives.

Entrepreneurial
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing audit...........................................................................................................................3
State objectives............................................................................................................................5
Gather insight into target audience.............................................................................................6
Select social media zones and vehicles.......................................................................................7
Create an experience strategy using selected zones....................................................................7
Establish activation plan.............................................................................................................8
Manage and measure...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Entrepreneurial marketing is considered as adopting effectual marketing activity for small
and medium businesses. This plays a crucial role in success and failure of new or existing
business as this depends upon entrepreneur vision and innovative idea (Lehner, Grabmann and
Ennsgraber, 2015). Entrepreneur are the one who transform its plan into practical by exploiting
the opportunities for market. A entrepreneur initiated a new business with creative ideas
regarding beer manufacturing. The company name is Boss Brewing which creates flavoursome
as well as interesting beers in UK. The purpose of this report is to prepare a social marketing
plan that includes the marketing audit, objectives target audience, social media zones. Apart from
this develop strategy and establish activation plan. As well as measures of the plan are also
mentioned in this report.
MAIN BODY
Marketing audit
Marketing audit is considered as a thorough review of firms marketing plan, goals,
strategies and present activities being implemented in small enterprise. There are two types of
audit first one is internal and another one is external.

Internal audit: This concentrates upon resources the firm have as capital, time, labour
equipment and so on (Win, 2014). For internal audit Boss brewing company apply the Swot
analysis that are mentioned below:
SWOT Analysis:
This stands for Strengths, Weaknesses, Opportunities and threats. This is considered as a
structure utilise to analyse a firm's competitive position as well as create strategic planning (Sok
and et.al, 2017). Also, it is considered as a techniques of strategic planning that is utilise to aids
company to find out their strength, weaknesses, opportunities and threats regarding competition
of business competition or project planning. With the help of this Boss brewing firm can develop
strategic plan fro their business growth. That are as follows:
Strength:
 Boss brewing firm operates into beer sector that have large consumer base of adult,
youngster to distribute its products.
 It deals in craft beer that have many advantage for their clients which is their strong
strength. These advantage are this minimise heart disease risk, also facilitate protection
against Alzheimer and so on.
Weaknesses:
 As respective company operates in beer industry its has many legal formalities that are
need to be accomplished. Because of change into government policies, licence problems
can effect the firms growth by minimising their profitability margin. Non regulation of
various legal formalities raise operative problems.
Opportunities:
 Boss Brewing firm can utilise effectual promotional strategies and advertising then this
cover their geographical area.
 The company only provides its products to some bars as well as restaurants that facilitate
them an opportunities to gain large market share through supplying its products to
various hotels etc.
Threats:
 Competition is the huge threats that have to faced by small firm in manufacturing beer
field.

 Also, modification in government policy and enhancement into consumers awareness are
threat for beer sector sustainability.
External Audit: This focus on outside factors for this Boss brewing firm use the PSET analysis
that are explained below:
PEST Analysis:
This is considered as a external macro environment analysis which effects whole
company. It basically includes political, economic, social and technological factors (Simba, A.
and Ndlovu, 2014). Boss brewing company PEST analysis are mentioned below:
 Political factors: Beer industry hugely depends on tax regulation. Few can be performed
by rising taxes since the government, upon federal as well as state level approve rates.
This sector must follow both level to legally manufacture, supply and promote its
products. All the things from ingredients to labels upon cans have to be approved before
product get supplied. Moreover, Brexit impact the political factors of beer industry such
as changes in the UK trade policy. Because of which exports of goods had raised by
12% , also alcoholic drinks grow by 16% so rate of beer also enhanced (Brexit: Its
consequences for the British beer industry. 2019).
 Economic factors: Interest rate in the UK averaged 7.51% from 1971 till now. Global
growth stabilises around potential rate and Brexit uncertainties subside gradually. 4 th
quarter GDP growth initiated and raise to over 2% by the end of forecast period. Inflation
rate is 1.80% Beer sectors is enormous but also concentrated. So, it do not effect affect
economic factors largely (UK INTEREST RATE. 2019). The large firms who has been in
the game from many years compete between itself for shelf space in liquor stores but
also, for its customers attention. These organisation are branching into global market to
reach new customers. This is an effective move for enhancing its client base, but this also
facilitates new job opportunities around nation.
 Social factors: Beers is perpetually advertised throughout the media and odds with
people views and as a outcomes, they have to witnessed sales opposition. As examination
show alcohol can effect human body negatively mostly the liver part. Various individuals
who become addicted on beer does not realise unless they has actual issues on its hands.
It leads towards death etc. on this behalf firm such as Boss brewing offer low alcohol to
its products. This is a marketing ploy to gain higher sales.

 Technological factors: Beer sector based greatly upon technology to change as well as
improve distribution channels. Through this factors, company do not has any beer on
shelves. But in case organisation do not has leading tech to speed up its method of
distribution. This can even limit the manufacturing beer limits. As effective process can
minimise their and also, national brands who produce and distribute its beer globally will
required system of information technology to accurately manufacture its products in
whole world (PEST ANALYSIS OF BEER INDUSTRY, 2019).
State objectives
Objectives are considered as a basic tools which underlie whole planning as well as
strategic activities (Dada and Watson, 2013). Boss brewing firm are formulating two types
business and social objectives. That are mentioned below:
Business objective:
Business objectives are known as the target which are utilise to measure organisational
performance, groups and people for a time duration.
“ To expand business activities at different location for enhancing 10% profit within 2
years”.
Social objectives:
This is considered as a statement which explain a particular expected results of the
project that is regarding interaction of people, team and organisation in society.
“To enhance the customer relationship through social media tools in order to maximise
business share in different market”.
“ To perform CSR activities related to human rights, charity etc. for maximising their
brand image in an year”.
“Increase Facebook fan count by 5% by 1 months”
Gather insight into target audience
Target audience is considered as an demographic of individuals that are interested in their
products of services. For gathering insight into target consumers Boss brewing firm conduct the
STP analysis that are mentioned below:
STP analysis:
This is an essential concepts into the marketing analysis as well as application. It stand
for segmentation, targeting and positioning (Homburg and et.al, 2014). This explains the

relations among whole marketplace and how firm select to accomplish in that marketplace.
Through this Boss brewing firm segment their market to identify target audience after that target
those customers for specific marketing communication which are develop to position the
company's offerings and brand. STP analysis of Boss brewing firm are mentioned below:
Segmentation:This is basically a brainstorming activity. In this stage, Boss brewing
considered a large market and divide it into segments. This also ensures that appropriate segment
are chosen. Respective organisation select the large market.
Basis Boss brewing firm
Gender Both male and female
Age Above 18
Marketplace Large market in UK.
Targeting: Boss brewing firm determine whom it want to target. Therefore, this ascertain
all segment to determine what value exists in market segment. This utilise differentiated
approach and target the mid as well as higher level audience. Also, it provides product quality at
good price in new place so that mid class consumers can purchase it. It targets both male and
female customers as currently more numbers of female prefer to drink.
Positioning:This is developed for whole target segments. Herein, products are positioned
into segment and expand marketing mix is developed. Boss brewing firm formed a usp for their
brands in that particular segments.
Select social media zones and vehicles
For a business organisation, it is required to identify numerous tools and techniques
through which they can promote their business products and services. In this process, social
media zones play a most important role as Facebook, Youtube, Twitter, Pinterest and so on in
terms of serving quality services to direct customers. Some of the social media zone of business
are:
 Facebook – This a well known internet platform that aid in building direct connection
with customers in easy manner (Homburg and et.al, 2014). On the basis of this, an
organisation can easily promote their products and services in front of target audience
globally.

 Twitter: This is an social media vehicle where users or firm post as well as interact
through messages that is called the Tweets. Through it firm can reach to their clients
easily and aware them about their products.
 Instagram: Instagram is social networking services where photos and videos are shared.
This is easy way to share as well as capture the movements of company so that customers
get attracted. With the help of it they can post various videos, pic by which customers get
attracted.
Social media vehicles are considered as a effective method applied by the firm to deliver
promotion message to their clients. Company use various social media vehicles such as blogs
forms, video clips, pictures and many more. All these help them to promote their business
activities as well as products. Some of them are mentioned below:
 Blogs: This is considered as informational website or explanation published on www that
is world wide web which includes discrete, often informal diary style text entries. By
posting attracting as well as interesting blogs on their websites Boss brewing can promote
their business activities to its targeted audiences.
 Art clips: Art clip is considered as kind of electronic graphic art which consists simple
illustration as opposed to photographic images. This vehicles is used by boss brewing in
order to develop something new against their competitors. Also, this add on the value as
various arts shows in their websites represents their products and business activities.
 Pictures: Pictures are considered as a design or representation performed through
multiple means like painting, photography and many more. Through this type of social
media vehicles boss brewing can attract more number of customers as effective picture
grab the attention of people.
Create an experience strategy using selected zones
There are various zones which are adopted by Boss brewing firm in order to conduct and
expand their business functions in effective as well as appropriate manner. By this they also able
to attract more and more customers towards their products which help them in increasing their
sales in effective as well as appropriate manner. Experienced strategy which is adopted by
respective company by using selected zone is like for you tube they decide to use method of
advertising in which their products video will play before starting any particular video. Along
with this they also decide to adopt pop up advertising process in which Boss brewing firm

products and services will up when any potential target customers will visit any website.
Moreover they also decide to post a blogs, art clips and pictures on their website in order to
attract customers and enhance their presence at market place. By using cartoons super heroes,
comic characters are used in their websites for better experience strategy as all these represents
something innovative in the field of beer sector. They also applied those cartoons super heroes in
its products such as Boss brave, boss boom, boss blonde and many more that shows different
flavours that are added in their products. Moreover by using Instagram and twitter they can grab
the attention of client by several pictures, videos and many more.
Establish activation plan
It refers to plan or procedure which is developed by a company in order to attain goal as
well as objectives in effective manner. Through this manager of Boss brewing firm able to
conduct work in planned manner as well as they accomplish work in effective time. Along with
this planned activity also help in reducing wastage and conducting work proper way. Activation
plan develop by manger of Boss brewing firm is given below:-
 First they will decide appropriate as well as target customers for their products which
help them in understanding need and demand. This will be conduct in 4 months.
 Then they will develop products according to customers requirement and it will take
approx 4 months.
 After this they decide who to attract customers in proper manner and for which they
decide social media. In this they hire experts who operate social media in effective
manner. This will take near by 4 month.
 Next they will decide which social media channel is more appropriate for them such as
Facebook, Instagram, you tube, blogs and many more. This will take 4 months.
 After preparing activation plan Boss brewing firm's manger will implement it in order to
attain goal and objective of expanding business as well as developing activities of CSR in
effective manner.
Facebook: During first month, the firm will post advertisement on Facebook and will try to
observe the reviews and comments till last of the month. Second month, teams will be developed and assign them to examine and monitor the
respective social media as well as company's websites information for evaluating KPI's.

 Third month, After monitoring and evaluation team will represents their progress
through various feedbacks etc.
 Fourth month, team will perform together and if required then refine their strategy as
well as directs all actions and decisions so that all the business as well as social objective
can be accomplished.
Budget allocated for this is approx £ 9000.
Twitter: This is an social media vehicle where users or firm post as well as interact through
messages that is called the Tweets. Plan for 4 months are mentioned below: First month: Boss brewing tweets about their new products and businesses so that all the
people who that connected with them in twitter should have knowledge about that. Second month: After one month they see the numbers of viewers and their comments and
feedbacks through the metrics team so that KPI's can be measured. Third month: After evaluations see the progress of the plan whether that is going
effective or not.
 Fourth month: At last if plans are going as per the expectations then more strategies are
to be formulated in relation to perform them in more profitable form.
Budget allocated for it is £ 6000.
Instagram: Instagram is social networking services where photos and videos are shared. This is
easy way to share as well as capture the movements of company so that customers get attracted. First month: During this month, boss brewing are posting pictures and videos about their
products and services through this social media vehicles. Second month: After a month, they reviews their whole picture and videos that are posted
on first month. Moreover, see the likes, comments, feedbacks about that. Then make the
strategies accordingly. Third month: All the strategies that are formulated are working effectively or not. Also,
all the teams members are directed and guided consequently.
 Fourth month: Finally, monitor that whether that strategies are going in effectual
manner or not in not then new one will be developed as soon as possible in order to
attain objectives.
Budget allocated for it is £ 5000.

Manage and measure
For accomplishing the objectives and managing the whole activities related to business
expansion at new location (Dada, O. and Fogg, 2016). Boss brewing have to prepare a budget so
that they can analysis the funds. Its budget is approx £ 20,000.
Particulars Amount
Facebook 9000
Twitter 6000
Instagram 5000
Total 20000
To measures the marketing plan Boss brewing are considered some measures so that it
can meet its objectives. The plan can be observed through MIS, controlling, examining market
and monitoring the requirements of the target audience (Donnelly and et.al, 2015). In this action
plan will aids respective firm managers to measure in appropriate way so that their expected
goals can be accomplished at particular time. So that it can sustain for longer period.
CONCLUSION
From this report its have been concluded that for expanding business activities or
promoting products and services social media marketing plan is essential. As this assists them to
develop awareness about its business into the market. Company conduct the marketing audit with
the help of SWOT and PEST. Also, both social and business objectives are formulated and
performed the STP analysis to target the audience. Some social media zones and vehicles are
selected like Facebook, blogs etc. are used by the firm. Activation plan are develop and measures
are given to monitor the plan.

REFERENCES
Books and Journals
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Online
SWOT Analysis. 2019. [Online]. Available through <https://www.questionpro.com/blog/a-swot-
analysis-template-for-the-overwhelmed-marketer/>
UK INTEREST RATE. 2019. [Online]. Available through <https://tradingeconomics.com/united-
kingdom/interest-rate>
Brexit: Its consequences for the British beer industry. 2019. [Online]. Available through
<https://news.cgtn.com/news/3d3d414e3545544e33457a6333566d54/index.html>
PEST ANALYSIS OF BEER INDUSTRY. 2019. [Online]. Available
through<https://www.ukessays.com/essays/economics/pestle-analysis-of-the-beer-
industry-economics-essay.php>