Marketing Plan Report: Café Pod Coffee Co. Social Media Strategy

This report provides a comprehensive social marketing plan for Café Pod Coffee, a UK-based SME in the food and beverage industry. It begins with an executive summary and introduction, followed by a detailed marketing plan that includes a marketing audit, setting objectives, identifying target audiences, and selecting social media zones. The report analyzes both the internal and external marketing environments through internal audits (organization structure, corporate culture, suppliers, and competitors) and external audits (PESTEL analysis). It also incorporates a SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats. The plan outlines strategies for selecting social media zones and vehicles, creating an experience strategy, establishing an activation plan, and managing budgets and controls. The report concludes with references, providing a strategic framework for Café Pod Coffee to enhance its social media presence and achieve its marketing objectives, including increasing sales and establishing itself as a leading café in London.

Social marketing plan

Contents
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing plan.....................................................................................................................1
Marketing Audit...................................................................................................................2
Objectives..............................................................................................................................4
Target audiences...................................................................................................................5
Selecting social media zones and Vehicles..........................................................................5
Creating experience strategy using selected Zones...........................................................6
Establishing Activation plan................................................................................................7
Managing and measuring budgets & controls...................................................................7
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

Executive summary
The social media marketing plan is summary of everything of making plan to do and hoping
to achieve on social media. The plan helps in guiding the actions and supports in knowing its
success or failure. The company can create social media marketing plan by following of several
steps such in context to café pod coffee such as choosing social media marketing goals which
aligns to business objectives, learning about target audience, knowing competitors and doing
social media audit to known social networks, comparing social media presence with competition.
The social media content is created and profiles are improved at last performance is tracked and
social media strategy is tracked accordingly.

INTRODUCTION
The social marketing defines approach which take use of commercial marketing
strategies for driving change in behaviour around social issue. The developing of social media
marketing plan helps in being more strategic and audience which puts focus on communication
efforts and better results are achieved. It is designed for creating the social change by taking use
of traditional and digital marketing techniques. The social marketing helps in selling behaviour
or lifestyle which benefits society for creating the desired change. The well-execution social
marketing plan helps in capturing attention, spreads awareness through creativity and emotion
(Chen, and Chiu, 2021). It takes use of commercial marketing principles and techniques for
improving the welfare of people. The use of social marketing helps organisation in identifying
audience by taking sue of several platforms. The companies market and promote their products
and services through social marketing plan. For the report Café pod coffee. co is taken into
consideration which is SME. It is industry of food and beverages established in 2011 located
London, UK. The company offers quality coffee for adventurous coffee drinkers to enjoy at
home. It is was founded by Peter Grainger and Brent Hadfield. It is available in all the major
supermarket and online retailers. The report will cover the marketing audit of current situation,
objectives, target audiences. Moreover, marketing plan will cover social media Zones and
creating experience strategy and activation plan. It will also cover measuring & managing
budgets and controls.
MAIN BODY
Marketing plan
The marketing plan defines the advertising strategy which helps business in
implementing to sell its product or services. The marketing plan in organisation helps in
determining the target audience, how to reach them, and how company can measure its efforts. It
contains all the important elements which help organisation in order to know their competitive
advantage. It comprises of several marketing strategies for several marketing teams across the
company. For the café pod coffee co. social media marketing plan is prepared with the purpose
of organising tactics and strategies in effective way in order to keep track and measuring success.
The social media marketing refers to use of social media and social networks for marketing the
company products and services (Gesualdi, M., 2019). It offers the company a new way to engage
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with existing customers and reaching new ones to promote desired culture & mission. The cafe
pod coffee co. can take use of several platforms such as Facebook, Twitter to connect with one
another in order to engage with large audience and enabling marketers to tailor their messages.
Marketing Audit
This refers to the full exploring and analysis of whole marketing environment of business
by assessing strategies & targets to specific marketing activities. The marketing audit identifies
channels which help in achieving best results along with this it provides comprehensive insight
into marketing activities in context to cafe pod coffee co. It involves internal and external audit
with marketing strategy.
Internal audit
It is related to the micro environment factor which is associated with firm that affects the
efficiency of marketing programs which involves several components in context to Cafe pod
coffee co. which are as follows-
 Organisation structure- This helps in determining the activities which are directed in
organisation in order to reach at ultimate goal. There is delegation of task, coordination,
supervision etc. In case of Cafe pod coffee, the organisation structure can be matrix,
functional, divisional and bureaucratic.
 Corporate culture- This is also known as organisation culture which defines to values,
beliefs and organisation behaviour that ascertains the way in which employees and
management communicates for managing the external affairs (Gil, E.L., 2019).
 Suppliers- They are the important part of the organisation which help in delivery inputs
to business such as raw material, tools, equipment’s etc. For smooth functioning of
business, the quality and reliability of vendors are essential.
 Competitors- This are the rivals who competes with organisation in market and
resources. The cafe pod coffee co. has aim of providing great customer value and
satisfaction to be successful than its competitors. By positioning its product strongly in
market, it can attain strategic advantage.
External audit
It refers to macro environment which involves the factors outside the firm that have
influence on the marketing performance. This takes into consideration of PESTEL analysis in
context to cafe pod coffee co. that involves several elements-
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 Political factor- The main reason was the Brexit crisis, which caused issues of with
governmental stability. The interests of small and medium-sized firms are maintained by
quality-control rules and regulations, which lead to the establishment of numerous
opportunities for the company's organisation. Only because of this does it result in market
profit for various firms based on their size and capability of investing in the United
Kingdom market.
 Economic factor- This influence includes the nation's growth, foreign exchange rate,
monetary development, recession, interest rate, and hiring proportion. The UK budget is
strong, but due to the uncertainty surrounding Brexit, the country has faced a number of
adverse situations that have hampered its economic development. Café pod focuses on a
market expansion strategy in order to increase profitability (Hogan, and Strasburger,
2018).
 Social factor- This topic includes societal standards and perspectives; multicultural
activities; client procurement customs; and much more. Café pod coffee co. is a global
brand that appeals to a wide range of people. This impact also influences coaching
standards and false degrees, and the Café pod coffee co. corporation primarily targets
age-group affiliates.
 Technological factor- It is vital to incorporate new technology into the business
organisation in order to innovate, which also motivates the Cafe pod coffee firm to create
a better and eco-friendly business environment. This will benefit both the local
community and a private organisation in equal measure. It could also be a business
opportunity for the Cafe pod coffee company to effectively maximise market share.
 Environmental factor- Climate and ecological change, as well as the quantity of
sustainability, are complicated. The Café pod company provides support in the form of
recyclable standards and guidelines at the national and local levels, as well as revenue
options in the areas of reviewing strategy, yield development, and plant location. The
Café pod corporation invests excessively in corporate social accountability for the sake of
development and market delivery.
 Legal factor- Discrimination law, patents and intellectual property laws, consumer
protection laws, employment laws, and health and safety laws all have an impact on Cafe
pod coffee. Cafe pod coffee adheres to the rules and regulations governing worker health
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and safety, ensuring a safe working environment. It also safeguards consumer
information.
SWOT analysis
 Strength- The cafe pod coffee is one of the renowned companies in UK with number of
products and huge market capitalisation. He effective use of technology helps in
improving the quality of coffee. By supplying quality coffee drinks to consumers, the
Cafe Pod coffee company benefits from a strong brand image and a global supply chain.
Customers that are loyal bring stability, and there is moderate diversification through
subsidiaries, which reduces risk.
 Weakness- The company has suffering in terms of lack of good relationship with
suppliers and facing irregularities in raw material which affects R&D projects. The Cafe
Pod coffee company's weak point was its high price points, which helped maximise
profits but eliminated product affordability. It has standardised product standards, which
limits the flexibility of the coffee chain business. The operations were carried out in a
small space (Joo, Choi, and Baek, 2018).
 Opportunities- The Cafe Pod coffee company has the potential to grow its business in an
ever-changing market, resulting in increased revenue. Diversification in the firm also
contributes to long-term stability. By forming partnerships with other businesses, you can
increase your market share and presence.
 Threats- The café pod coffee co. facing threat of high competition in UK market. The
vulnerable condition is created for the company due to diverse customer base. The café
pod coffee co. also faces threat form government interference and presence of trade
union. The threat of copying is also there, as other businesses attempt to imitate the taste.
The Cafe Pod coffee company was likewise threatened by the change in consumer tastes
and preferences with high demands.
Objectives
The company has taken steps to develop an independent coffee company which is located
at London. The organisation is aiming of developing strong and exciting coffee for the
adventurous coffee drinkers along with developing high-quality coffee so that its operation can
be continue with effectiveness in harmony with needs of consumers (Kaplan, and Mazurek,
2018). The cafe pd coffee co. has objective of to be leading cafe in London by 2025. to achieve
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this objective, it will create the social media marketing plan and for marketing it will set the
budget. Another objective is to generate and increase sales by 30% for this it will create
marketing content regarding cafe and there can be shoot photo and video ads.
Target audiences
It is defined as specific group of consumers which likes to purchase product or service.
The target audience can be determined by age, gender, income, location and many other factors.
The target audience has centre around specific group of people which can be men, women,
teenagers or children. It uses a segmentation, targeting, and positioning marketing strategy to
achieve its objectives. Customers are segmented into different age groups based on geography,
demographics, and the usage of social media to attract customers in the Cafe Pod coffee
company's segmentation (Lehnert, Goupil, and Brand, 2020). The customer segment that is
targeted is those who want a high-quality product. Coffee variants are available in a variety of
flavours to suit the preferences and preferences of customers. The products are put in such a way
in the placement that they generate a distinct image in the minds of the buyers. By separating its
products from those of its competitors, Cafe Pod Coffee Company has built a unique position in
the market and is a well-known brand.
Selecting social media zones and Vehicles
Since social media is complex and ever-changing, thinking about social media zones might
help you better comprehend it. Social media is utilised for both personal and business objectives,
with some overlap. Social media platforms are built on the concept of shared involvement and
are organised around relationships. The social media zones that are involved are as follows:
Zone 1- Social communities- It refers to social media platforms that focus on relationships and
encourage people to engage in common activities with others who share similar interests or
identities. It features two-way and multi-way communication, collaboration, and resource
sharing capabilities. It includes forums, message boards, and social networking (online hosts
such as Facebook and LinkedIn). People participate in activities primarily to develop and
maintain relationships through interaction and collaboration (Peiris et al., 2021).
Zone 2- Social publishing- These are tools for getting information to a specific audience. Social
publishing outlets include blogs, microblogging sites, media sharing sites, social bookmarking
sites, and news sites. When companies pay to have product reviews written or to promote
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contests or brands, social publishers may be used to compose blogs and build word-of-mouth
buzz. Many companies utilise YouTube to broadcast their own advertisements and other content.
Zone 3- Social entertainment- All channels and vehicles that allow people to play and enjoy
themselves are included in the social entertainment zone. This can be seen in social games and
gaming websites, as well as socially enabled console games, alternate reality games (ARGs),
virtual worlds, and entertainment communities. At this point in the evolution of social media,
social games are by far the most advanced channel in the social entertainment zone (Pop, et al.,
2022).
Zone 4- Social commerce- "Social commerce" refers to the use of social media to aid in the
online purchase and sale of goods and services. "Social commerce" refers to when online
shoppers cooperate and participate in the purchasing process. Social commerce channels include
review sites and deal aggregators (which combine deals into personalised deal feeds), social
shopping markets (online malls with user-recommended products, reviews, and the ability to
communicate with friends while shopping), and social storefronts (online retail stores that
sometimes operate within a social site like Facebook with social capabilities).
Creating experience strategy using selected Zones
For the business organisation customer experience is top priority that helps in increasing
the sales and revenue leading to higher profits. The customer experiences are interaction and
experience which customer has with business throughout the entire customer journey. In order to
create effective experience in context to Café pod coffee it is required to identify the right social
media channel in regards to product or service. The Café pod coffee will take use of social
commerce zone as it will help in providing services online to customers. With help of social
media platform such as Facebook & Twitter the customer can seek customer service which
creates loyal followers and new customers are attracted. Consumers that engage with brands on
social media will spend more, which is a wonderful strategy to increase sales for Café pod coffee
co. The customer through social commerce gains relevant and helpful information on current
events which keeps customer engaged throughout the buying process.
Establishing Activation plan
A brand activation strategy is a crucial asset that enables company to begin turning those
insights into business reality. When done correctly, it allows brand to use brand experiences to
promote consumer action and engagement. The act of converting social media followers from
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onlookers to participants, and eventually evangelists, is known as social activation. When fans
and followers directly participate in your brand's activities, such as contests, coupon redemption,
and photo and experience sharing, this is known as social activation. In context to Café pod
coffee, it can take use of different types of activation which can results best such as experimental
marketing which offers experience to customers at point of purchase (Ray, Bala, and Dasgupta,
2020). In this pop-up store is created and allow shoppers to use products which creates engaging
experience. The digital marketing campaign in Café pod coffee enables brands to reach audience
and offer chance to marketer to collect data and gain insights for improving marketing & sales
campaigns. The social media engagements is component of brand activation which drive
engagement, creating brand awareness and generating buzz for ensuring campaign receiving
exposure.
What will to plan When and how to plan Timescale
Activating brand from the
inside out
Before, devising brand
activation strategies it is
needed to align stakeholders
and engaging employees. For
doing this it is required to
schedule short and impactful
stories from field work with
internal stakeholders.
1 to 2 months.
Brand activation strategies After activating brand,
specific activation strategies
depending on number of
factors by involving scope of
objectives, available resources
will be developed. There can
be use of several strategies
such as communication
strategy, cause marketing,
community engagement etc.
2 months
Brand activation planning After all this, strategic 2 to 3 months
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activation planning is started
in which teams are made sure
at front of lines regarding new
brand strategy such as
marketing, customer service
etc. holding consultative
breakout sessions to discuss
planning, developing and
implementing of new
initiatives, programs,
messaging. Scheduling
follows-up sessions every
three or four weeks to track
progress.
Brand playbook After deciding brand
strategies, it is important to
document in brand playbook.
This will help café pod coffee
to articulate clear strategic
vision for the brand which
helps in inspiring teams and
informing future branding,
marketing and innovation
strategies. The brand playbook
will involve value
propositions for key targets,
brand character and
personality, brand voice and
experience etc.
3 to 4 months
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Managing and measuring budgets & controls
In the organisation finance team is responsible for managing and regulars monitoring the
budgets which is created for given financial period and corrective measures are taken as
required. In context to café pod coffee the budgets are control by establishing actual position,
then comparing actual with budget calculating variances and establishing reason for variances
and finally taking action to control. Examining monthly monitoring data and taking action to
address any substantial discrepancies is part of budget monitoring. This procedure should be
followed at all levels and incorporate any budget aspects that have been devolved.
Particulars March April May June
Revenue 200000 350000 300000 250000
Less:
Expenditures
Acquisition 5000 5000 5000 5000
Creative &
studio
5000 5000 5000 5000
PR and Events 10000
Salaries 25000 25000 25000 25000
Team 35000 35000 35000 35000
Website and
Infrastructure
1500 1500 1500 1500
Net Profit 118500 268500 218500 168500
CONCLUSION
From the above it can be stated that social media can assist any organisation. It can assist in
enhancing the company's recognition and reputation by increasing exposure, strengthening
relationships, establishing two-way communication with clients, providing a place for feedback,
and providing a place for feedback. The power of social media to create a community of brand
loyalists and cultivate that relationship is what makes it such a terrific platform for modern
businesses. It aids in the dissemination of information and the promotion of business by exposing
it to a community of loyal followers.
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