Enhancing Online Presence: A CRM Strategy for Milton Sandford

This consultancy report examines Milton Sandford Wines' online presence and customer relationship management. It begins with a background of the company, established in 1990, known for providing high-quality boutique wines to hotels, restaurants, and gastropubs. The report details the methodologies used for data collection, including both primary and secondary sources. It assesses the company's website and social media presence, particularly on Facebook, referencing authors who emphasize the importance of both websites and social media for business promotion and customer engagement. The analysis covers the theory of relationship marketing and its role in personalized communication. The report further explores Milton Sandford Wines' CRM practices, focusing on strategies for managing customer interactions and value-added content creation. Recommendations are made for enhancing the company's internet marketing efforts, content creation, and overall social media connections to increase brand awareness and customer engagement. The report concludes that while Milton Sandford Wines excels in wine quality, improvements in digital marketing are necessary to compete effectively in the market.

Consultancy Report Template
Client Milton Sandford Wines
University and Unit name
Student Name and ID
Executive summary
(max ½ page)1
This report will cover the background of a company and its objectives with
the methodologies which have been used in collecting the information.
Furthermore, this report will also cover different perspectives of authors
about the use of different channels which can be used by the companies fro
increasing their online presence in the market. It will also include the further
analysis on the customer relationship management of the company as this is
indirectly related with the success of a business. Milton Sandford Wines
provides the best wine in which they work in some of the best hotels,
restaurants and gastropubs which was founded in the year 1990. The
company have searched from the highest quality of boutique wines
which is why the quality of wine which is provided to the company is
considered to be the best (MILTON SANDFORD WINES, 2018). This report
will also include the recommendations for the improvement of company
online presence in marketing.
Project background and Objectives
The main focus of doing this project is towards the online presence of a business with its customer relation
management. The background of this report is based on the online availability of a company and what are the
channels which is used by the company in order to communicate it to the customers about the products which they
will provide. Additionally, it will also include the strategies which is used by the company for managing the
customer relation management which is the most important thing for company success. E-business is related
with the process or methodologies which the business organisation has to conduct over the computed
network. It can be said that the business makes the use of e-business for selling the products and services
by it. This will also include the methodologies which have been used in this report as which methods were used to
collect the data.
Methodology
The report is prepared with the help of taking secondary data in which the information related to online marketing is
being collected. The secondary data is that data in which the information is collected not collected by an individual
personally but it is taken from another sources. On the other side, some of the data which is being collected is
taken from the primary sources which are the first hand source and have not been published in any of the websites
or articles.
Research / analysis results
The company is having its own website which provides the consumers about the working which they do
and the products which are offered by the company. The webpage which company has made is user-
friendly and provide all the details for which the business is functioning. The company Milton Sandford
Wines is having its presence on social media which has become one of the most important tool for the
business in terms of doing promotional activities according to author Gary Henderson. It has become one
of the most important influential space which is not only used in developing connections with people but it is also
used in advertising the brand and products of any company(Wang and Wang, 2020). This tool does not require
much investment and helps the company to grow their business because of the availability of large audience.
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However, website is a go to space for the companies because this helps the consumers to collect the
information about the brand because it has been estimated that around 90 percent of people founds the
website useful to find out the local businesses according to Frank Depino. If a company like Milton Sandford
Wines will not be having a website then the people would not be able to find out that whether such type of business
exist in the market or not (Rana and et. al., 2020). So, making the website is very important in the beginning rather
then to use the social media channels(Jain, 2019). In the website, About Us is providing the information
regarding the time when it was developed and who are their customers including the contact details.
On the other side, If the company is having the presence of its business on social media then they would be
able to collect information about the existing competition according to Frank Depino. The company is
having its presence in Facebook in which company has information in About which will be helpful for
consumers to take the information. The Facebook will provide not just the information to consumers but it
will also be providing the pictures of company and the type of wine which they provide. (Sayyad and et.
al., 2018). The theory of relationship marketing will be considered as better because with that only the
interactive and personalised communications can be developed with the consumers(Website vs Social
Media – Which Is Better For Your Company?, 2020) .
Customer relationship management (CRM) is related with the practices, strategies which is used by the companies
in order to manage the customer interactions with the company. Milton Sandford Wines have used different
strategies which will be helpful in developing good relations and interactions with the consumers. They make the
use of CRM to track the consumers interaction with the business which helps in storing the wide range of data. The
company have also developed the strategy for value added content creation(Sheremetyeva, Gorshkova and
Mitropolskaya-Rodionova, 2021).
Recommended actions
Milton Sandford Wines is famous for the wine which they provide to people, hotels, restaurants providing the
highest quality boutique wines to people. Comparing the company in terms of providing wines to people is amazing
but the social media presence of it is not much great as compared to the other same business who are providing
wines.
1. Internet marketing-
 The internet marking or the online presence is good but not that much great so there are different actions
which must be taken by Milton Sandford wines in which they must develop their online presence which is
accessible to every individual and not just to particular people (Popkova and Gulzat, 2019).
 Even after the use of different channels of online marketing which is used by company it is very important
that they are taking time to manage all their media channels. The company is having its social media
presence where they are having their website but they must explore new areas of expanding the business
so that they can also establish their brand image.
2. Content- Milton Sandford Wines can take actions in terms of creating the content which is most valuable and people
can easily connect with it. It is because there are many social media advertisements which are made by
the businesses but only few are able to develop the connections with people.
Recommendation-
In short, the business of Milton Sandford Wines is not developed as much as compared to that of other businesses
who are also doing their business in another countries. People have now become more towards this thing of
knowing the things which are shown to them as they do not want to make any much effort towards collecting the
information(Diamond, 2019).Milton Sandford Wines must think of the audience before preparing and making the
selection of the channels with which they want to provide the information to people about their existing business
and the types of wines which they are providing it to people (Oktiyani, 2020).The company can also make the
development of the social media connections because developing this will help in getting more attention
of people towards the brand. This network can be developed only when the company is increasing its
presence on social media.
Reference
Anjum, A., Thomas, M.R. and Prakash, P.K., 2020. Digital marketing strategies: Effectiveness on generation Z.
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SCMS Journal of Indian Management, 17(2), pp.54-69.
Diamond, S., 2019. Digital marketing all-in-one for dummies. John Wiley & Sons.
Jain, T.K., 2019. From Marketing to Digital Marketing: The Evergreen Profession for Executives. Available at
SSRN 3318178.
Oktiyani, R., 2020. Pengembangan Strategi Pemasaran Ayam Barokah Melalui Digital Marketing. Widya Cipta:
Jurnal Sekretari dan Manajemen, 4(2). pp.183-190.
Popkova, E.G. and Gulzat, K., 2019, May. Technological revolution in the 21 st century: digital society vs.
artificial intelligence. In Institute of Scientific Communications Conference (pp. 339-345). Springer,
Cham.
Rana, N.P. and et. al., 2020. Digital and social media marketing: Emerging applications and theoretical
development. Springer.
Sayyad, S. and et. al., 2018, December. Digital Marketing Framework Strategies Through Big Data. In
International conference on Computer Networks, Big data and IoT (pp. 1065-1073). Springer, Cham.
Sheremetyeva, E.N., Gorshkova, L.A. and Mitropolskaya-Rodionova, N.V., 2021, April. Digital Marketing
Transformation: Trends and Realities. In International Scientific Conference “Digital Transformation of
the Economy: Challenges, Trends, New Opportunities” (pp. 497-504). Springer, Cham.
Wang, W.Y.C. and Wang, Y., 2020. Analytics in the era of big data: the digital transformations and value
creation in industrial marketing.(Wang and Wang, 2020)
ONLINE
Website vs Social Media – Which Is Better For Your Company?, 2020 [online] Available
through:<https://mediaboom.com/news/website-vs-social-media/
>.
The Importance Of Social Media Marketing, 2020 [online] Available
through:<https://www.digitalmarketing.org/blog/the-importance-of-social-media-marketing
>.
Theories of Digital Marketing, 2021 [online] Available through:<https://yourbusiness.azcentral.com/six-major-
modes-communication-marketing-15780.html
>.
MILTON SANDFORD WINES, 2018 [online] Available through:<https://www.miltonsandfordwines.com/
>.
Record of Activity
Date Hours
spent
Summary of work/ Activity undertaken
23 July 5 Hours Project background and Objectives: For this area of report hours were
spent in order to find out the objectives of the report. This section of
the report will include the objective of doing this project and the topics
which will be included in this report is mentioned.
1 August,
2021
8 Hours Methodology: This section will inlcude the methodolgies which has
been used to conduct this research report. This section will cover the
methods including the primary and secondary data which is being used
to conduct this research activity.
17 August,
2021
15 Hours Research/ Analysis results: This is a literature review which has been
undertaken on the basis of two authors who are providing the
information as to what channel of digital marketing is considered to be
most uiseful and the best one for increasing the success of a business.
21
September
12 Hours Recommended actions: The recommended actions covers the points
related to the actions which needs to be taken by the company in order
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, 2021 to increase their online presence and to provide the information to
consumers about the existence of a business. All the actions which
needs to be taken by the business is mentioned in this section.
Print name
Signed
Date
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