Digital Marketing Plan for Moonpig: SWOT Analysis and Buyer Persona

This report provides a digital marketing plan for Moonpig based on SWOT analysis and buyer persona. It includes recommendations on how to enhance sales and reach their SMART objectives.

Individual Digital
Marketing Plan -
Report

Table of Contents
INTRODUCTION...........................................................................................................................3
Analysis of the organisation.............................................................................................................3
plan out of the SWOT analysis........................................................................................................7
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital analytics is the marketing concept that is used for the purpose of analysing the
market. In the changing scenario there is a shift of people towards more online purchasing as
compared to physical stores. Digital marketing strategies have emerged to be as one of the most
attractive platforms that can assist in having interaction with the target segment of customers.
Moonpig is a Internet based business and its head offices are present in Guernsey and London.
The organisation is working towards selling of flowers, gifts and greeting cards. They are listed
on stock exchange and constituent of FTSE 250 Index (Chaffey and Ellis-Chadwick, 2019). The
organisation is present willing to analyse the external environment so that they are able to
formulate strategies that can contribute towards enhancing the marketing and promotional
activities of this organisation. Present report is based on analysing the way external environment
is affecting the present business scenario. Based on it there is preparation of digital marketing
plan that can assist in the process of achieving the SMART business objectives.
Analysis of the organisation
For the purpose of making analysis of the external macro environment there is need to evaluate
the requirements of organisation. For this purpose there is need of PESTLE analysis as
mentioned below:
Political factors: political instability may posses a consequence on the functioning of
organisations. The present brexit scenario has posed a impact as the UK imports may lead to
effect on the functioning of organisations (Hanlon, 2018). The trading relations of UK with
European union may also lead to hike in the price of clothing items. Moonpig will be affected by
the increasing uncertainty that may lead to difficulty in decisions.
Economic factors: In the present scenario there are economic factors that includes
personal disposable income of people are declining because of the global lock-downs. When
there is reduction in the purchasing power of people there preference shift very fast toward
essential products and they are no longer willing to spend their limited part of income towards
fashion related products.

Social factors: The overall preferences of people are changing very fast they are shifting
their choices very frequently (Fawaid, 2017). Moonpig is having a very attractive opportunity for
their market expansion as they can approach the target segment of customers.
Technological factors: There is a technology shift that has resulted into preferences to
online purchasing. With the present spread of COVID 19 virus customers are willing to fulfil
their demands from various online e commerce sites (Deiss and Henneberry, 2020). Moonpig is
a online retail brand that is offering high amount of customised services.
Legal factors: There are some of the legal laws and factors that have to be properly
adhered. There are many different laws that are related to labour, inflation, import and export
restrictions,. Taxation laws that have to be adhered in order to have proper adherence to such
legal regulations that are formed by concerned authorities. It includes health and safety act, anti
discrimination laws that are to be taken into consideration. While having digital marketing
strategies there are some other laws such as data protection act that has to be also followed by
Moonpig.
Environment factors: It includes the various external factors that are affecting the
present functioning of organisation. Moonpig as a online retail store is willing to offer products
through online medium. The brand is willing to ensure that they are not using plastic or any such
substance that may posses harm to the external environment (Robul, 2020). For this purpose the
organisation is willing to manage the use of paper and other resources in such a way that they are
not harming the natural resources in any form.
From the above made analysis it is clearly indicated that Moonpig as a online store is
having a opportunity of expansion of their present market share by using of digital marketing
Strategy. The present situation of COVID 19 has also resulted into shifting of people preference
towards more online purchasing. This opportunity can be availed through creation of a digital
marketing plan that can assist to manage their present sales.

Discuss the Buyer Persona for the company using the Buyer Persona Spring
The term buyers persona is defined as the detailed analysis on a particular individual who
clearly represent the whole target customers of the business organisation. It is basically the
researched based portfolio that represent a particular target customers, it helps business
organisation to analyse their loyal customers and their overall buying journey (Arjana, 2020).
The buyers persona spring is one of the essentials concept used by the business organisation in
order to drive their business towards continuous growth and success. It mainly consist on various
factors like organisation, the buyers persona and the main three strategies in between such as
channels, content and the data. In case of Moonpig company the buyers persona with the helps
of buyers persona spring is highlighted below:
Organisation: Moonpig is one of the well established internet based organisation
headquartered in London, England, United Kingdom. The company offers personalised greeting
cards, flowers and gifts to their target customers across UK. The company was founded by Nick
Jenkins with the main aim of satisfying the personalised needs and wants of their target
customers. Company offers online services in order to fulfil the needs of the customers and
enhance their performance in the marketplace (Dilek, 2018).
Channels: The channel strategy is includes the various medium used by the consumers
and the target customers of the company. In case of the Moonpig the company mainly target the
millennials group of consumers. And in order to attract and retain them for long period time the
various social media channels are used by the company. The various social media channels used
by company includes Instagram and Facebook because these channels has large number of
millennials users which makes it easy for the company to attract them and directly connect with
them (Guptaand Sahoo, 2021).

Content: In case of content strategy, it includes the images or the attractive content used
in order to engage the target audience and also make them aware of the company's product and
services. In case of the chosen company, they will be sharing the attractive images of their
personalised products on the various social media channels in order to attract their target
audience.
Data: In case of data startegy, the data will be collected regarding the target customer in
order to analyse the buyers persona effectively. The chosen company will be using real time data
with the help of google analytics in order to collect the required information about the target
customers. This will help the company to analyse and get a proper insight about the buyer
persona which includes the mainly the millennials (Lyubenov, 2018).
Buyers Persona: It is one of the essentials framework used by the business organisation
in order to analyse a particular buyer who clearly represent the whole group. With the help of
above strategy the chosen company can effectively develop the buyer persona. The company is
mainly focusing on millennials group in order to develop their buyers persona.
Assess a SWOT analysis using the above information
SWOT analysis: It is one of the most essential strategic framework undertaken by the
business organisation in order to analyse the strength and weakness of the company and also the
various opportunities and threats available to them. It also helps the company to analyse their
competitive position and frame strategic direction effectively (Perlman, 2018). In case of
Moonpig, which is offering personalised greeting cards, flowers and gifts to their target
customers, the swot analysis of the company is mentioned below:
 Strength Weakness
 One of the greatest strength of the
company is that it is the major player in
the UK personalised greeting card
marketplace, offering personalised
cards and gifts.
 Moonpig is covering almost 90% of the
online greeting cards market across UK
 Company has strong brand image in the
 One of the major weakness of the
company is that it company deal in the
limited product line.
 Another weakness of the company is
that is offering products across the UK
market only.
 Moonpig also deal in offering only
personalised product and services to

marketplace with large number of
satisfied customers base.
 The main strength of moonpig is the
customisation process that is offered.
They are dealing with a wide range of
personalised gifts, flowers, chocolates
and champagnes. They are delivering
45m in year 2020 in UK.
their target customers, customers
doesn't get more options in the product.
 For moonpig initially the sales were
difficult because of the collapse of
dotcom bubble that has proven to be
real success story of era. This site has
started offering personalised greeting
card that is featuring customised
messages by own photos of user
(Gunawan and Sulaeman, 2020). In
some economic conditions growth and
progress was difficult because of the
economic conditions but moonpig has
been benefited from the word of moth
messages that have spread effectively
and sales have been enhanced steadily.
The brand has successfully managed to
reach 2.5 million of customers till year
2009.
Opportunities Threat
 Expansion of business into the new
marketplace will offer wide range of
opportunities to the business
 Another opportunities can be expansion
in new product line for the chosen
company.
 Advancement in the technology will
help in creating new opportunities for
the company.
 In case of Moonpig the increasing
number of competitors will create
potential threat for the company.
 Continuous change taste and preference
of the company's target customers will
also create threat for the company.
 Political and economical instability will
also create threat for the chosen
company (Yaraddi, 2019).

plan out of the SWOT analysis
SMART objectives:
1. To enhance the sales in coming time period between £250m and £260m.
2. To reach 1.5 million readers across 180 countries are willing to support financially by
being fiercely independent.
STP analysis:
Segmentation: In the present digital marketing strategy of Moonpig there is segmentation of
market where the customers are divided based on age, gender, occupation, social class. Such as
age includes the mainly customers who are of age group 18-30 years, gender is not specific both
male & female are targetted, marital status is not a specific factor as both married and unmarried
people are target segment of moonpig (Thomas and Housden, 2017). Education is not a relevant
aspect for the target segment of Moonpig. But the main focus is on millennial generation that is
willing to enhance their present market share.
Targetting: the selection of potential customers are the business willing to sell its product and
services (Hemsley, 2018). The targetting strategy of Moonpig involves targetting the market
segment that is created based on the present product categories.
Positioning: Moonpig as a online available brand can focus on creation of a differentiation
position in the market by using their customisation feature.

Creation of buyer persona:
Buyer persona is a detailed description of the way target audience has to be represented. It is a
fictional of the potential customers (rajnović, Sikirić, and Bosna, 2018). Presently for moonpig
there is development of a buyer persona that is to be developed based on the above made
analysis. In this process different characteristic associated with the target segment of buyers have
to be analysed and evaluated to understand its long term impact on the sales. The below
mentioned buyer persona is based on a particular customer who belongs to the target segment of
customers of Moonpig.
Buyer persona
Personal information:
Profile: Xyz
Age: 25 years
Gender: female
Hobbies: dancing, signing,
playing hockey
Location: London:
Interests: signing, dancing
and travelling
Challenges:
Not able to fulfil the need for
customised products for gifting
purposes. It includes flowers,
chocolates, greeting cards.
Difficulty in getting online
availability of options.
No option of home delivery.
How can we help:
There will be offering of wide
range of products so that
requirement for customised
products can be fulfilled.
Purchase behaviour:
Willing to have more focus on
convenience buying that can
offer higher flexibility in the
course of purchasing.
Having regular following of
various social media platforms
to get best deals in order to
fulfil her requirement of
customised gifting products.
How can you help:
customised product of
moonpig can help in the
process of fulfilling the
particular requirements of
customer.
There will be faster delivery
option that will be ordered
along with no extra delivery
charges, apart from this, there
will be offering of packaging
facilities with some
Benefits of products:
Moonpig as a online available
platform is ordering large
variety of customised product
options that are available to the
target segment of customers.
They are willing to develop
large number of options along
with customisable feature
associated with each product
that can easily be modified as
per specific client

customised features to make it
more attractive for the
purchaser.
requirements. Generally it is
based on the time, occasion
and the personality of the
person to whom it is to be
gifted.
Digital marketing strategy:
Moonpig is willing to expand its market share by using digital marketing strategy where different
social media platforms will be adopted for the purpose of approaching and communicating with
target customer base. For this instagram, snapchat and facebook will be used as the most
effective platforms to approach customers.

Clear strategic recommendations:
Based on the above made analysis there are some of the recommendations that have been drawn
for Moonpig so that they are able to enhance their present market share and achieve the
objectives that are laid in the present marketing plan:
 for the purpose of managing the customer proposition there is need to enhance the gifting
range and cards by development of more delivering options than ever before. There is
need to focus on long term growth opportunity by enhancing the gifting market offline
for the purpose of capturing the growth.
 In the present scenario till April there is enhancement of the revenue that rise by 113
percent to 368 million pounds that is a result of people willing to shop more often and
there can be targetting of new customers.
 There are some of the key selling points of moonpig that can be used as part of their keys
strategy to expand their present market share. Such as it includes large range of gifts and
cards, there are highly customisable products for bespoke gifts, there is availability of fast
delivery options that are available for last minute purchase and there is coverage
available in several countries that leads to large reach towards large customer market.
 It is suggested that in the present digital marketing strategy moonpig can work towards
sharing of the experiences of their customers personally on their website. For instance
valentines day moonpig's website can depict the way they are helping their customer to
make the day different for their special ones. These real life experiences can help in
approaching a new customer base.
 Further it is recommended that Presently Moonpig has a opportunity to plan their stock
market facilitation after the covid pandemic they are willing to manage their profit and
sales. The brand owned since 2016 by private equity firm exponent may announce their
intention to list as early as next week. The organisation is willing to trade in Netherlands
is believed to target the evaluation in excess of 1 billion pounds.

Conclusion
From the above made analysis it is conclude that digital marketing strategy is very
important for organisations that can help in enhancing the present market share. With the
changing customer requirement customisation of products is very important for the purpose of
attracting and creation of a differentiation positioning in the market. For this purpose digital
marketing strategy can be very helpful to approach new target customer base.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Deiss, R. and Henneberry, R., 2020. Digital marketing for Dummies. John Wiley & Sons.
Robul, Y., 2020. Structure and Constituents of Digital Marketing Systems. Olsztyn Economic
Journal, 15(1), pp.53-62.
Gunawan, G.G. and Sulaeman, M., 2020. Determining Factors in the Use of Digital Marketing
and Its Effect on Marketing Performance in the Creative Industries in
Tasikmalaya. Budapest International Research and Critics Institute (BIRCI-Journal):
Humanities and Social Sciences, 3(3), pp.2543-2550.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Krajnović, A., Sikirić, D. and Bosna, J., 2018. Digital marketing and behavioral
economics. CroDiM: International Journal of Marketing Science, 1(1), pp.33-46.
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kambing etawa. IQTISHADIA: Jurnal Ekonomi dan Perbankan Syariah, 4(1), pp.104-119.
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142.
Arjana, S.R., 2020. Buying Buddha, selling Rumi: Orientalism and the mystical marketplace.
Simon and Schuster.
Dilek, S., 2018. Virtual reality or just reality? A SWOT analysis of the tourism industry. Journal
of Tourismology, 4(1), pp.67-74.
Gupta, B.B. and Sahoo, S.R., 2021. Online social networks security: principles, algorithm,
applications, and perspectives. CRC Press.
Lyubenov, L., 2018. SWOT analysis of the Bulgarian beekeeping. Journal of Mountain
Agriculture on the Balkans, 21(4), pp.50-72.
Perlman, H.H., 2018. Persona: Social role and personality. University of Chicago Press.
Yaraddi, R., 2019. Advanced Swot Analysis of E Commerce Startups in Karnataka State.
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