Digital Marketing Communication Report: Naked Foods

This report provides a comprehensive analysis of digital marketing communication strategies for Naked Foods, an Australian organic health food provider. The report begins with an introduction, followed by a company background and competitive analysis. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report then delves into the company's target marketing, positioning, and branding from a digital perspective, offering recommendations for improvement. Key areas of focus include defining digital marketing communication (DMC) objectives, outlining a DMC mix plan, and establishing monitoring and control mechanisms to assess the effectiveness of the strategies. The report emphasizes the importance of leveraging digital platforms, such as social media and email marketing, to enhance brand awareness, customer engagement, and market penetration. Appendices include a website screenshot with annotated changes and a sample blog post, further illustrating the practical application of the discussed strategies. The overall goal is to provide actionable insights for Naked Foods to optimize its digital marketing efforts and achieve its business objectives.

Running head: Digital Marketing Communications
Digital Marketing Communications

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Table of contents
Introduction......................................................................................................................................4
Company background......................................................................................................................4
Competitive analysis........................................................................................................................4
SWOT analysis................................................................................................................................4
Strengths.......................................................................................................................................4
Weaknesses..................................................................................................................................5
Opportunities................................................................................................................................5
Threats..........................................................................................................................................5
Company’s target marketing, positioning and branding from a digital /online perspective...........5
Target marketing..........................................................................................................................5
Positioning...................................................................................................................................6
Branding.......................................................................................................................................6
Recommendations............................................................................................................................6
DMC Objectives..............................................................................................................................7
DMC Mix plan.................................................................................................................................8
Monitoring and control....................................................................................................................9
Conclusion.......................................................................................................................................9
References:....................................................................................................................................11
Appendices:...................................................................................................................................12
Appendix 1: Website screenshot and annotated changes...........................................................12
Appendix 2: Sample blog post for the company........................................................................12

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Executive summary
Digital marketing communication is an important factor in the current scale of business
management as it provides multi-dimensional advantages as a result of its application. This
report provides an insight of the fact that how digital marketing communication can be utilized
and applied in order to develop better ways of promoting products through various digital
platforms. The company taken in to account is a food based organization and is quite practical in
terms of its usage as a core acceptor of sustainable business practices. It is evident in idealizing
the growth potential which is associated with the development of a digital marketing campaign
and its planning. There are huge associations which are underlined as the most effective
recommendations for managing process of digital promotions across various channels.

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Digital Marketing Communications
Introduction
Digital marketing communication is the ability to facilitate marketing initiatives through the
usage of digital technology and electronic devices. It is liable to facilitate a better accountability
which is rated to email marketing, pay per click, online advertising, social media, search engine
optimization, affiliate marketing and viral marketing.
Company background
Naked Foods is an Australia based organic health food provider since 2012. Starting of a local
farmers market in Australia, the company has significantly gained a huge importance due to its
healthy and natural food products. The company is well known for its zero waste policies like
providing every time a fixed discount of 5% when its customers bring their own packaging.
Currently, the company has a total of 21 stores across Australia and is expanding rapidly
(Nakedfoods.com.au, 2019).
Competitive analysis
Pricing and product quality are the two main reasons for the competitive advantage at Naked
Foods. It provides completely healthy food products and that too in a sustainable pricing all
across Australia which at some points makes it a more popular choice among population.
Another major factor which provides the company a competitive advantage is its zero waste
policy (Karjaluoto, Ulkuniemi & Mustonen, 2015).
SWOT analysis
Strengths
 Availability of stores at major locations and efficient supply chain. The Company has its
distribution centers all across Australia which provides an ease in approaching its
potential customers and delivering to its available customers.
 Availability of diversified and skilled workforce. It provides an ease in managing
operations and improves overall productivity of the organization.

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 Digital marketing communication through different streams like social media and email
marketing provide it a major penetration in to different sections of the country (Yadav,
Joshi & Rahman, 2015).
Weaknesses
 Lack of a strong research and development department.
 Availability of rented stores across Australia which imposes additional burden on the
financial spending and expenses.
 Lack in market researching possibilities at the organization.
Opportunities
 The growing awareness for healthy food habits across the country as well as the world is
an important opportunity for the organization
 Increased economic growth of average household in Australia depicts an increased
spending capacity per customer which is a major advantage.
 Increase in internet commerce and social media based promotions
Threats
 Increasing technological advancements by its competitors has been an important
drawback for maintain the initial position.
 Availability of similarly efficient products in the industry as there has been major
expansion throughout this industry.
 The unstable economic and financial environment of the country can be a major
restriction to its growth.
Company’s target marketing, positioning and branding from a digital /online
perspective
Target marketing
Since there has been a major growth in the online business development for a majority of
organizations, Naked Foods has also taken in to the ongoing possibilities across the various

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online platforms and technologies. Customers with a better choice of food and who are liable to
avail healthy lifestyle are some of the most important inclusions in the company's target
marketing. It helps in selecting appropriate choices for pricing, promoting and distributing its
product and services to the consumers who are more likely to accept them (Killian & McManus,
2015). Generally, middle and high income category households are the targeted audience for this
particular organization and its marketing possibilities.
Positioning
Positioning an organization with its related attributes and customer groups to facilitate a better
market availability all along the desired perspectives. The Naked Foods has been positioning its
products and services to the potential consumers in a way which has provided them with a
competitive advantage. The positioning strategies are also linked to facilitate a better relationship
with each of the available customer group which is associated with them. The positioning
possibilities which are intended to produce a much better picture across different channels of
communication and information propagation (Manser Payne, Peltier & Barger, 2017).
Branding
Branding is an important factor all along the whole process of digital marketing communication
as it helps in laying the foundations of a better relationship building process. The overall
operability index which is associated with branding is to develop a positive picture of the
organization in the market which can initiate a better long term result for the organization
(Taiminen & Karjaluoto, 2015). The branding strategies at Naked Foods are based on distinctive
approach from rest of its competitors. Branding also helps in managing resources in such a
manner that it can associate a better outcome in longer run of business.
Recommendations
 Choosing to be a brand over just being a commodity

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Being a commodity is a largely common factor especially at the earlier stages of business. The
operability index that is associated with being a brand is availability of a less crowded and
rewarding market. It improves the chances of getting visible and establishing in an industry
through building individual image and identity.
(https://www.brandignity.com/2017/02/brand-strategy-tips/)
 Application of efficient market positioning possibilities
Proper market positioning helps in managing businesses in a much more controlled and
coordinated manner. An efficient positioning strategy is liable to produce competitive advantage
for Naked Foods in the Australian food market. Aspects such as what is the product, what it can
do, its effect and buying motivation must be taken in to account in order to establish an effective
positioning possibility (Key & Czaplewski, 2017).

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(https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-targeting-and-the-
marketing-mix/)
 Including more intensive digital methods of promotion
It can drive better results for the business through initiatives such as digital advertising
campaigns. These can be held accountable for framing subsequent possibilities in concern with
the required market. Since, a large segment of consumers depend upon digital mediums like
internet based platforms to get information in accordance with their needs and thus it will help in
aligning a larger group of potential customers for Naked Foods.

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(https://www.marketing91.com/promotional-mix/)
DMC Objectives
The overall operations at Naked Foods has been based on digitally controlled factors and thus the
objectives related to its digital marketing communication are largely in accordance with the
proposed set of authorities.
Some of the most influential digital marketing objectives at Naked Foods are as follows:
 Developing awareness among the available as well as the potential customer groups
through relevant marketing campaigns. Since the organization is highly associated with
zero waste policy, it can be used to increase awareness in terms of sustainable and
environment friendly retail operations.
 Having a better virtual presence across different digital marketing platforms such as
email and different social media platforms.
 Improving the connectivity possibility with its customers at each of the major
connectivity sources.
 To manage a better branding and advertising process across the channels and its
associated competitive advantage factor (Batra & Keller, 2016).
 To expand efficiently across several regions of Australia and increase its customer base
to manage better profitability and growth.
(Refer to appendix 1)
DMC Mix plan
At Naked Foods, the usability of a Digital Marketing Communication plan can be ideal to
implant at each of its operational dimensions. It can provide a better approach towards factors
such as targeting, branding and market adaptability factors. The overall operability segment that
is interlinked with establishment of this company as a prominent brand across different
dimensions inside the country. Secondly, the establishment of efficient market positioning can be
achieved through an efficient segmentation attributes such as demography, psychographic and
geographic. An assessment across these channels can lead to the development of profound ways
for better marketing communication management (Paul & Aithal, 2018). Also, at Naked Foods

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different aspects of online promotions must be applied which can idealize and pave ways for a
better relationship development across its available and potential customer groups. This plan will
be feasible to be delivered in a maximum time frame of six months and with all the currently
available resources at this organization. There can be a much improved and automatic
developments associated with these inclusions and it will certainly led to a better imaging of the
company across different channels of operational communication. The psychological factors
which are to be strongly incorporated across the available segments are largely inclined to
facilitate automated marketing possibilities across the channels. These can intervene the
operational framework and also establish a much improved communication system with their
respective clients. The usability of a well-known process which includes encoding, decoding,
noise and feedback as conventional sources for managing businesses driven communications all
across the operational perspectives. There are larger sections of customers which can be
authorized and on boarded through using this model for improving the overall usability index
that is integrated to it. It can be also inclined to produce multifaceted, multi-directional and
multi-step results across the online channels of propagation and marketing initiatives
(Nakedfoods.com.au, 2019). It can be held accountable for analyzing the growth and success
which the organization can achieve with a multi-disciplinary approach to digital marketing
attributes.
(Refer to appendix 2)
Monitoring and control
In order to put a check on the ongoing operations and marketing practices across Naked Foods,
the company must include a centralized system which can analyze its operations effectively. This
system can be linked to the central process of the digital marketing communication
functionalities and thus a more ideal approach is generated for assuring result completion.
Linking feedbacks at the end of each stage mentioned in the plan can be used to provide a much
significant impact on the feedback and controlled actions for the marketing possibilities. It will
help the company in guiding performance and also integrating different functionalities with each
other. This efficiency driven ideology can be also very productive in terms of assessing better
results in longer run (Killian & McManus, 2015). The control perspective is also analyses with
limitations provided in terms of agreement within each of the stores and their respective

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operators for maintain a better tolerance towards different ideologies and considerations
specified by the company such as its zero waste policies. The possibilities linked to reviewing,
tracking and orchestrating the inclined methods all along the defined possibilities. There are
possible approaches which underlay a more organized and assessed form of information
collection which can be used to track performance ad also create an impact on the growth
possibilities for the industry and the company. Usage of advanced technological operations are
also an important factor which can facilitate better results in longer run and also manage
improved business practices throughout the defied perspectives. Operations such as tracking of
employee management activities, management of resources utilizations and ideal ways for
establishing a better digital marketing communication possibilities across the available channels
(Karjaluoto, Ulkuniemi & Mustonen, 2015). The defined aspects are also interrelated with long
term benefits of dragging efficiency throughout the entire organization and its relative sections.
The operability index is also assessed by amount of feedbacks received from its customers and
employees which can be used to regulate and idealize processes across different sections.
Conclusion
In order to conclude, it can be said that there are huge possibilities across various channels of
digital marketing communications which underlay strong belief and support for the improved
operations. The company Naked Foods has been selected as the reference and each of the digital
marketing communication possibilities are evaluated based on this organization. Since, there are
some major recommendations also present, these can be used to frame a better image and
branding possibility for the organization. It can improve the changes which are to be made and
the association factors across the digital marketing communication attributes.

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References:
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Karjaluoto, H., Ulkuniemi, P., & Mustonen, N. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing, 11(2), 185-197.
Nakedfoods.com.au (2019), ABOUT US, Retrieved on 24 August 2019, Retrieved from
https://nakedfoods.com.au/pages/about-us
Paul, P., & Aithal, P. S. (2018, April). Business Information Sciences with Special Reference to
the Digital Marketing and SEO as a field of study. In Proceedings on National
Conference on QUALITY IN HIGHER EDUCATION CHALLENGES &
OPPORTUNITIES (pp. 37-47).

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Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences, 189, 335-
343.
Appendices:
Appendix 1: Website screenshot and annotated changes

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The information provided over this website of Naked Foods has been lacking an interactive
interface. In addition to this, it doesn’t have any information on the marketing attributes which
are related to the company. It lacks information in respect to its operational attributes which have
been involved in order to measure the changes in this industry and attain a better operational
framework for the established food industry. Socially interacting attributes are also not available
under this particular section which makes it lengthy and boring to read.

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Appendix 2: Sample blog post for the company
Sample blog
Naked Foods is an Australia based organic health food provider since 2012. Starting of a local
farmers market in Australia, the company has significantly gained a huge importance due to its
healthy and natural food products. The company is well known for its zero waste policies like
providing every time a fixed discount of 5% when its customers bring their own packaging.
Currently, the company has a total of 21 stores across Australia and is expanding rapidly. Pricing
and product quality are the two main reasons for the competitive advantage at Naked Foods. It
provides completely healthy food products and that too in a sustainable pricing all across
Australia which at some points makes it a more popular choice among population. Another
major factor which provides the company a competitive advantage is its zero waste policy. It is
one of the most advanced form of outlets and that under a reasonable pricing range. It has all the
day to day food essentials and since the food is highly healthy, the experience is totally guilt free
for its consumers. The products are also available online, thus one does not has to visit its store
every time they require something. However, visiting its stores are always an incredible
experience.