Davison Canners Ltd: Social Media Marketing Plan and Strategy Analysis

This report details a social media marketing plan developed for Davison Canners Ltd, a food processing company. It begins with an introduction to the company, its mission, and resources. The main body presents a comprehensive marketing plan, including a marketing audit with internal and external analyses (PEST and SWOT). It outlines objectives for a new product, Veeta Fruita, and discusses gathering insights into target audiences using STP approach. The plan then covers social media zones and vehicles, an experience strategy, and an activation plan for product promotion. The report also addresses marketing operational issues faced by small businesses and concludes with references to the source materials.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Social media marketing plan............................................................................................................1
1. Executive summary or introduction of business......................................................................1
2. Marketing audit........................................................................................................................2
3. Objectives................................................................................................................................4
4. Gathering insights into target audiences..................................................................................4
5. Social media zones and vehicles..............................................................................................4
6. Experience strategy..................................................................................................................5
7. Activation plan.........................................................................................................................6
8. Manage and measure................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Market is a place where buyers and sellers regularly gathers for purchase as well as sale
of commodities (Acuff, 2010). Marketing is defined to activities or processes to develop, convey,
deliver along with exchanging offerings associated with values of partners, customers and
society at large extent. To market the products, organisations prepares marketing plan that acts as
blueprint 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 to
diversify as per the dynamic food trends. The report includes social medial marketing plan as to
identify key marketing operational issues that are faced by small business or new venture. It also
include marketing audit, social media zones, experience strategy and measures to control
budgets.
MAIN BODY
Social media marketing plan
Marketing is an ongoing communication exchange process in which organisations
connects, communicates along with engaging target audiences to deliver values as to satisfy their
demands or requirements with the aim to make more profits. For such they produces a marketing
plan to target audiences by promoting products in the competitive market. Social media
marketing is the new trend to promote the products (Chan and Guillet, 2011). It is a technique to
target social networks as well as applications in order to spread brand awareness with the aim to
promote organisational products. Davison Canners Ltd is planning to promote its products with
such 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 company
performs operations to process as well as preserve fruits and vegetables, produces pome and
stone fruits, manufacture other food products and many more. It is considered as one of the
leading manufacturer of jams, speciality fruits, bakery fillings, sauces, syrups, processed apple
products, curds and fruit compotes.
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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 analysing
current trends that might affect operations of the business. Such auditing is done with the help of
internal analysis as well as external analysis which are as follows:
Internal analysis: It describes current situations pertaining with the company. It includes
following 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 satisfying
needs 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. Availability
of all these resources impacts on performing operations as per the set criteria or plans that helps
the organisation to attain business objectives effectively. Mentioned below is the salary structure
for marketing team with comparison to Danone Food Company which is the larger competitor of
the selected business (Danone Food Company salary structure for marketing team. 2019).
Basis Davison Canners Ltd Danone Food company
Marketing head £ 18900 £ 19700
Community Manager £ 17.200 £ 16.400
Sales staff £ 19500 £ 20000
Benefit: The managers of Davison canners Ltd provide salaries equilant to its competitor
organisation which is Danone Food Company which benefits the firm to retain its marketing staff
for longer time period.
Weaknesses: In some areas or designation, marketing staff of Davison Canners Ltd are
under paid when compared with Danone Food Company that restricts the hiring best employees
or when employees at such level are hired with low salary they perform marketing operations
with limited capability which hampers operations of other members.
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Offerings: The company has wide product offerings such as fruit compotes, flavoured
curds, processed apple products, jams, syrups, range of desserts and so on.
External analysis: Such analysis helps organisational members to look and consider
factors within wider business environment. PEST analysis is used by the managers of the
selected company for external analysis.
Political trends: Such trends are set by political systems of the country which includes
government policies and assistance, taxation rates and many more that impacts on the working of
the company. For instance, if there is increase or decrease in taxation rates, then managers of
Davison Canners Ltd has to change their decisions that impacts the company at great extent.
Proper knowledge of political trends is very essential as it helps in planning as well as strategy
development for the business.
Economic trends: Economic trends are associated with current economic situations as
well as the manner in which consumers react on the situations. If managers of Davison Canners
Ltd analyses clients position, income, credit as well as debt they they remains in benefit to attract
potential clients that impacts the business to attain profits.
Social trends: Social trends encompasses economic status, social customs, education of
customers and so on. Marketers of Davison Canners Ltd investigates demographic profile of
targetted audiences along with their purchasing needs and habits (Davis, 2013). Awareness of
social trends is very important as they influences current along with future demands of
organisational products.
Technological trends: Such trends are related with rapid technological developments.
Some of the technological trends in social media are machine learning, chatbots, influencer
marketing, paid advertisements, social listening, augmented reality and many more. If such
trends are carefully analysed and adopted then they influences aspects of marketing mix as well
as results in providing beneficial opportunities to the company.
SWOT Analysis: When the current trends pertaining with external environment are
analysed, then managers identify numbers of weaknesses, strengths, threats and opportunities
available. The combination of all is named as SWOT analysis. SWOT analysis of Davison
Canners Ltd is as follows:
Strength Weaknesses Opportunities Threats
 Davison  The company  Such firm has  The biggest
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Canners Ltd
has specialised
workforce in
market
gardening as
well as fruit
farming.
 The company
has effective
research and
development
team that
researches
latest trends in
the
confectionery
industry.
has limited
product
portfolio in the
competitive
market.
 Such
organisation is
lacking in
fulfilling
demands of
international
customers
(Evans, 2010).
opportunity to
expand
operations in
international
market.
 By adopting
latest
technological
trends of social
media the
company can
grab
opportunity to
expand its
customer base.
threat for
Davison
Canners Ltd is
the dominance
of large sized
organisations
in the same
industry
(Jobber and
Ellis-
Chadwick,
2012).
 The another
threat is
increasing
competition
level at
national
market.
3. Objectives.
Davison Canners Ltd is aiming to accomplish several objectives by offering new product
in the existing market of UK. The new product is Veeta Fruita, which is made from combination
of different fruits. Some of the objectives are:
 Increasing sales by 5% in the upcoming 4 months.
 Increasing market share by 5% within 4 months.
 Enhancing profits by 3% after 4 months.
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4. Gathering insights into target audiences.
Audience insight helps in providing access to valuable demographics as well as
behavioural data that enables managers to learn about needs and wants of target audiences. For
such aspect, STP approach is used by managers of Davison Canners Ltd which is as follows:
Segmentation: the company segments the UK market on the basis of demographic along
with behavioural segmentation.
Demographic segmentation: Davison Canners Ltd targets people from the age group of
12 years to 70 years who prefers to eat biscuits made from fruits. While segmenting, company
focus on social media segmentation related with paid targeting options (Kuechel, 2010).
Behavioural segmentation: Such company will target people who are loyal towards brand
as well as who have high consumption rate and the one who uses more social media apps by
filtering relationship status, interests and other attributes.
Targeting: at such, the targeted people belongs to middle and high income group within
the age of 12 years to 70 years residing in urban areas of United Kingdom.
Positioning: At such approach, marketers of the company formulates effective strategies
in order to position the new product. They uses social media sites, blogs, chatbots, YouTube
advertisements by providing valuable content.
5. Social media zones and vehicles.
Social media zones as well as vehicles are channels related with publishing contents of
social media. Some of the zones and vehicles that the marketers of Davison Canners Ltd can use
to promote Veeta Fruita are as follows:
Relationship: Social relationship emphasis on common activities as well as building
relationships with others who have interests in organisational products. Vehicles of such zone
that will be used by the company are Facebook and Twitter (Lee and Bradlow, 2011).
Publishing: Such zone is related with spreading information about the new product that
is Veeta Fruita to large audiences. Some of the vehicles the company can adopt to promote its
new product are BlogSpot and YouTube which will help in dissemination of information related
with product.
Entertainment: Such zone is related with channels that offers opportunities for
entertainment, play and enjoyment. Some of the other channels within such zone that Davison
Canners Ltd can use are Myspace and Instagram.
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Commerce: Commerce zone is associated with online purchase as well as sale of
products among individuals or groups. They helps in assisting practices of selling as well as
buying through e commerce websites. Some of the commerce vehicles that can benefit the
company to promote Veeta Fruita for sales, retailing, services and reviews are Yelp and
Groupon.
By adopting such zones, some of the marketing operational issues faced by small
businesses or new ventures in such industry are managing overheads, uncertainty, cyber risks,
compliances, monitoring performances of different operations.
6. Experience strategy
Experience strategy can be defined as set of activities that the organisation is planning to
undertake in order to deliver exceptional as well as positive interactions while offering new
product. In order to create customer experience strategy, managers of Davison Canners Ltd
follows such steps:
Step 1: Creating vision and understanding customers: At this step, managers creates of
the company creates customer focused vision and understands needs or preferences of customers
by using entertainment and relationship zone .
Step 2: Emotional connection: Marketers of the company builds emotional connection by
delivering appropriate content that fits with the situation of the customers by using publishing
zones (Naert and Leeflang, 2013). For example, managers publishes a video for advertisement of
Veeta Fruita which is related with situation of old people and their love for fruit products then
they uses YouTube to telecast advertisements for the promotion.
Step 3: Capturing feedbacks: By using commerce zone, marketers can capture feedbacks
related with selling of new product.
Step 4: Acting on feedbacks: after capturing feedbacks, elected organisational managers
acts on the the feedbacks and works for the development of new product and further delivers
services by using relationship zone as well as entertainment zone which includes YouTube and
Instagram.
Step 5: Measuring experiences: At such stage, experiences are measured by using
publishing zone (Tsalikis. and Fritzsche, 2013).
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7. Activation plan.
The activation plan to promote and deliver new product through social media is as
follows:
Activities (What) Time period (When ) Time scale
Building trust by providing
free samples of the new
product and understanding
customer perception and
attitude towards Veeta Fruita.
In the month of August. 25 days
Collecting feedbacks and
working on making
modifications in taste of new
product as per the feedbacks.
In the month of August and
September.
35 Days
Increasing awareness at large
scale by using all social zones.
In the month of November and
December.
45 days
Providing new products to
targetted segments.
In the month of December 15 Days
By implementing the activation plan, managers of Davison Canners Ltd can perform
further activities for promoting the new product.
8. Manage and measure.
Budget: Financial managers of the company prepares budgets that includes costs to be
incurred on promoting new product with different social medial platforms (Wiid and Diggines,
2010). The formulated budget for Veeta Fruita is as follows:
Particulars Amount ( in £)
Twitter 2500
Facebook 1400
Instagram 1800
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YouTube 4040
Groupon 3500
Total 13240
Controlling measures: In order to control the deviational gaps accountants of Davison
Canners Ltd uses effective measures of benchmarking, Key Performance indicator and customer
satisfaction surveys (Williams and Chinn, 2010).
CONCLUSION
From the above report it can be concluded that to promote a new product in the market it
is very important to produce a marketing plan. Due to intense competition and diversification
organisations opts promotions by using social media as promotion tool. Marketing auditing is
done through internal analysis, external analysis and SWOT analysis. Social media zones are
classified as relationship, publishing, entertainment and commerce which includes various
vehicles such as twitter, Facebook, Groupon and many more to promote products or services.
Controlling measures are Benchmarking and Key Performance indicators that helps in
controlling deviations coming in the path of success.
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REFERENCES
Books and Journals:
Acuff, D., 2010. What kids buy and why: The psychology of marketing to kids. Simon and
Schuster.
Chan, N. L. and Guillet, B. D., 2011. Investigation of social media marketing: how does the
hotel industry in Hong Kong perform in marketing on social media websites?. Journal
of Travel & Tourism Marketing. 28(4). pp.345-368.
Churchill Jr, G. A., 2017. Marketing. Editora Saraiva.
Davis, A., 2013. Just enough requirements management: where software development meets
marketing. Addison-Wesley.
Evans, L. L., 2010. Social media marketing: strategies for engaging in Facebook, Twitter &
other social media. Pearson Education India.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kuechel, M. C., 2010. Showcase your service: social media and marketing basics in a dynamic,
over-populated, mixed-message, and highly competitive world. Facial Plastic Surgery
Clinics. 18(4). pp.533-536.
Lee, T. Y. and Bradlow, E. T., 2011. Automated marketing research using online customer
reviews. Journal of Marketing Research. 48(5). pp.881-894.
Naert, P. A. and Leeflang, P. S., 2013. Building implementable marketing models. Springer
Science & Business Media.
Tsalikis, J. and Fritzsche, D. J., 2013. Business ethics: A literature review with a focus on
marketing ethics. In Citation Classics from the Journal of Business Ethics (pp. 337-
404). Springer, Dordrecht.
Wiid, J. and Diggines, C., 2010. Marketing research. Juta and Company ltd.
Williams, J. and Chinn, S. J., 2010. Meeting relationship-marketing goals through social media:
A conceptual model for sport marketers. International Journal of Sport Communication.
3(4). pp.422-437.
Online:
Davison Canners Ltd. 2016. [Online]. Available through: <http://www.davisoncanners.com/>
Danone Food Company salary structure for marketing team. 2019. [Online]. Available through:
<https://www.glassdoor.co.in/Salary/Danone-Salaries-E3471.htm>
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