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Social media marketing plan : Assignment

   

Added on  2021-02-20

11 Pages2986 Words253 Views
MARKETING

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Social media marketing plan............................................................................................................11. Executive summary or introduction of business......................................................................12. Marketing audit........................................................................................................................23. Objectives................................................................................................................................44. Gathering insights into target audiences..................................................................................45. Social media zones and vehicles..............................................................................................46. Experience strategy..................................................................................................................57. Activation plan.........................................................................................................................68. Manage and measure................................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONMarket is a place where buyers and sellers regularly gathers for purchase as well as saleof commodities (Acuff, 2010). Marketing is defined to activities or processes to develop, convey,deliver along with exchanging offerings associated with values of partners, customers andsociety at large extent. To market the products, organisations prepares marketing plan that acts asblueprint for the members to attain business goals. To understand the concept of marketing,Davison Canners Ltd is selected. The chosen organisation is situated at Portadown, Craigavon,United Kingdom and performs operations to meet changing preferences of clients as well as todiversify as per the dynamic food trends. The report includes social medial marketing plan as toidentify key marketing operational issues that are faced by small business or new venture. It alsoinclude marketing audit, social media zones, experience strategy and measures to controlbudgets.MAIN BODYSocial media marketing planMarketing is an ongoing communication exchange process in which organisationsconnects, communicates along with engaging target audiences to deliver values as to satisfy theirdemands or requirements with the aim to make more profits. For such they produces a marketingplan to target audiences by promoting products in the competitive market. Social mediamarketing is the new trend to promote the products (Chan and Guillet, 2011). It is a technique totarget social networks as well as applications in order to spread brand awareness with the aim topromote organisational products. Davison Canners Ltd is planning to promote its products withsuch technique and social media marketing plan for the company is as follows:1. Executive summary or introduction of business.Davison Canners Ltd has its headquarters located at Summerisland Road, Cralgavon,Northern Ireland, United Kingdom since 1978 (Davison Canners Ltd. 2016.). The companyperforms operations to process as well as preserve fruits and vegetables, produces pome andstone fruits, manufacture other food products and many more. It is considered as one of theleading manufacturer of jams, speciality fruits, bakery fillings, sauces, syrups, processed appleproducts, curds and fruit compotes. 1

2. Marketing audit.Marketing audit is the comprehensive examination as well as analysis of marketing goals,activities and operations. It is a fundamental part of planning process. It helps in analysingcurrent trends that might affect operations of the business. Such auditing is done with the help ofinternal analysis as well as external analysis which are as follows:Internal analysis: It describes current situations pertaining with the company. It includesfollowing aspects:Mission and objectives: It is the fundamental purpose for the existence of the company.The mission of Davison Canners Ltd is to sustaining in the competitive market by satisfyingneeds of customers for changing food trends (Churchill Jr, 2017). Resources: Davison Canners Ltd has wide range of resources such as financial resources,supply resources, human resource, informational resources and physical resources. Availabilityof all these resources impacts on performing operations as per the set criteria or plans that helpsthe organisation to attain business objectives effectively. Mentioned below is the salary structurefor marketing team with comparison to Danone Food Company which is the larger competitor ofthe selected business (Danone Food Company salary structure for marketing team. 2019). BasisDavison Canners LtdDanone Food companyMarketing head£ 18900 £ 19700 Community Manager£ 17.200 £ 16.400 Sales staff£ 19500 £ 20000Benefit: The managers of Davison canners Ltd provide salaries equilant to its competitororganisation which is Danone Food Company which benefits the firm to retain its marketing stafffor longer time period.Weaknesses: In some areas or designation, marketing staff of Davison Canners Ltd areunder paid when compared with Danone Food Company that restricts the hiring best employeesor when employees at such level are hired with low salary they perform marketing operationswith limited capability which hampers operations of other members. Offerings: The company has wide product offerings such as fruit compotes, flavouredcurds, processed apple products, jams, syrups, range of desserts and so on.2

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