An Omni Channel Digital Marketing Plan for Coffee Pod Cafe (HNC)

This report provides a comprehensive digital marketing plan for Cafe Pod Coffee, a south London-based independent coffee firm. The plan outlines the objectives to launch a new diet coffee product and increase brand awareness, followed by a situation analysis and SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report then details SMART objectives, 7s strategies, and various tactics such as affiliate and email marketing. It explores different marketing channels, including social media, email, and traditional media, and analyzes their effectiveness. The conclusion highlights the benefits of omnichannel digital marketing, emphasizing cost-effectiveness and broader reach compared to offline marketing. The report is a detailed analysis of how to successfully launch and promote a new product in the market.

AN OMNI CHANNEL DIGITAL
MARKETING PLAN

TABLE OF CONTENTS
 INTRODUCTION
 Digital Marketing plan
 CONCLUSION
 REFERENCES

INTRODUCTION
 Omni channel is the multi-network of sales approach which provide the consumer with
integrated buyer experiences.
 The consumer can do shopping online from the mobile or desktop device, or by using the
mobiles. Cafe Pod Coffee Company is an independent coffee firm based on south London.
 This report highlights the overview of digital marketing & compare between online &
offline marketing and key consumer trends & growth of digital marketing.
 Also, reveals the assess of key digital tools are available to contrast other physical
channels ans development of the e-commerce & digital marketing channels

Digital Marketing plan for Coffee Pod
Cafe
Digital Marketing plan objectives
 To launch a new Diet Coffee product in the market.
 To generate awareness among the customers.

Situation analysis
 The Cafe Pod Coffee company will try to gain the attention of the customer
in the market so they launch the new diet coffee products.
 By using the low quantity of caffeine in the coffee which do not harm the health of the
customer the Cafe Pod Coffee company will try top maintain the good image of the
business in the minds of the customer.

CONT..
SWOT analysis
Strength
 As the cafe pod coffee opens newly, it sales matters of per day. To increase the sales the quality
of the coffee is major point to be considered, and also price is reasonable. They provide diet
coffee in low cost for the diet conscious people. If they have target segment like students they
need to maintain the Wi-Fi in their premises, live music , soothing décor will attract more people.
Weaknesses
 There would be many weaknesses like they had invested huge amount in the cafe already so they
can't afford to provide Wi-Fi in their premises. It will need more money. If they appoint more
staff it would also loss the company.

CONT..
SMART Objectives
Objectives They plan to launch diet coffee in the market and spread awareness among the people.
Specific It wants to launch a diet coffee at affordable price and covers the market
Measurable The reach towards customers can be identify from the responses they get online or offline,
Attainable They plan to provide their diet coffee as much people they can reach, they goal to achieve 20% of
growth in 6months in their business.
Relevant As they use to spread awareness about the product they use social media and print publish for
promotions and marketing, they get responses from people and their revenue is increasing.
Timely Their target should meet the deadlines they have settled for making profits.

CONT..
7s strategies
 Strategy- they plan to develop their customers and growth in marketing by using
digital marketing plan to enhance their reach.
 Structure- they should be aware of their business units, what they are providing, so
they should provide whole information using social media platform to the people.
 Systems- they should have well organized processes, procedures and daily activities.
About their system of working.
 Style- it is management style of company's leader.

Tactics
 The company uses various tools to achieve the advantages of the competition by
providing the home delivery services to the customer. The customer get the best
electronic services in the cafe pod coffee.
 Affiliate marketing: They organise the various campaigns and advertisement for the
promotion of the company in the market.
 Email marketing: In the process of marketing they also uses the email marketing
which maintain the existing base of the customer. These tools will helps the company to
compete with the different competitors in the market.

CONT..
Action
 There are various channels which can be used by Cafe Pod Coffee in order to make its
marketing plan effective these channels can be social media marketing, emails,
traditional media like new paper and TV.
 These both digital and traditional marketing channels can help in meeting the
marketing objectives of the company.

CONT..
 It can be interpreted that traditional marketing campaign
can prove costly for the organisation and can result in
low ROI and also can result in less interaction with the
audience. In order to overcome the issue company need
to adopt the right channels of traditional marketing
process like TV and new papers.

CONT..
CONTROL
 It can be interpreted from the chart the TV
audience view have increased over other
platforms of marketing. It is the older the
group of people who watch TV and get
influenced by it and are the targets of the
company.

CONT..
 It can be analysed from the graph the best form
of social media marketing is Facebook so, this
is how Cafe Pod Coffee can target the huge
audience.

CONT..
 From the above chart it can be analysed the e-mail can also
prove to be an effective sources marketing channel for a
company to market its diet coffee.

CONLUSION
 From the study it is concluded that omni channel is the multi channel that provide
the various option to the customer through the online marketing and offline
marketing.
 As online marketing is the more beneficial for the company as it can save the cost
of the company and also make the service ,ore faster as compare to the offline
marketing, through the online marketing it can target more consumer where in the
offline market it cannot target the more customer as compare to the online.
 Also, it concluded that digital marketing is beneficial for the company as
compare to the offline media.

REFERENCES
 Bui, A. Q. and Muñoz Martinez, V., 2019. The impact of product promotion on
customer loyalty: A quantitative study on Zara.
 Moulay, I., 2019. Marketing Communication Plan for Hedgehog foods and beverages.

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