Digital Marketing Plan for Moonpig: SWOT Analysis and Buyer Persona

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.