Digital Marketing Plan Report: Cleenol Limited - SOSTAC Approach

This report presents a digital marketing plan for Cleenol Limited, a manufacturer and distributor of cleaning and hygiene products. The plan utilizes the SOSTAC framework, encompassing situational analysis (including SWOT and PEST analyses), objectives (SMART goals), strategy (STP model and personalization), tactics, action plan, and control measures. The report emphasizes the importance of digital marketing for Cleenol to attract customers, increase brand awareness, and expand its market share, especially in the face of competitors like Unilever and P&G. Key elements include identifying the target market, implementing promotional strategies like the marketing mix and social media, and the adoption of B2B and B2C marketing approaches. The report highlights the need for employee training in digital tools and the use of marketing models to enhance advertising effectiveness. The overall goal is to leverage digital marketing to improve customer engagement and drive business growth.

Digital Marketing Plan

EXECUTIVE SUMMARY
Digital marketing is an effective tool of marketing which assist the management in
attracting a large number of customers through analysing their needs and wants. In present
assignment, a digital marketing plan is prepared for Cleenol limited in which various techniques
and tools are used for attracting the targetted customers. SOSTAC planning is also used so that a
particular digital marketing plan can be formed through which brand image of firm in
marketplace can be build in easy manner. For analysing the demands and wants of customers,
management have used situational analysis so that internal abilities for the future adoption of
new digital plan can be determined in easy manner. Furthermore, company have introduced
SMART objectives which helps them in analysing future targets. In order to attracting large
number of customers, management of Cleenol have to identify the target market and make strong
positioning of the products. After this, Action plan is made which helps in implementation of
strategies along with techniques so that final measurement of overall plan can be done properly.
Through this report, digital marketing plan is essential to make by the management of Cleenol as
it helps them in influencing the interest and buying behaviour of customers which results in
increasing existing customer base. Management of Cleenol should adopt some promotional
strategies like marketing mix or social media platforms for increasing brand awareness and
customer base in marketplace. For this, they have to provide proper training to their employees
so that proper knowledge of implementing various digital tools can be gained. As the result of it,
they can find new or innovative ways for advertising their products for grabbing attention of a
large number of customers. They should also adopt some marketing models like digital
marketing models so that through giving advertisements on the sources like TV, mails, which
will ultimately leads the firm towards growth and success of firm in marketplace. They can't use
traditional marketing models like door to door or offline marketing because it can prove
expensive for the firm.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
DIGITAL MARKETING PLAN.....................................................................................................4
Situational analysis.................................................................................................................5
Objectives...............................................................................................................................6
Strategy ..................................................................................................................................7
Tactics.....................................................................................................................................9
Action...................................................................................................................................11
Control..................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is a tool that is used by the organisations for promoting or marketing
their products and services. Whereas, digital marketing plan is formed for attracting the targetted
customers towards the offerings of organisation. It also helps the management in identifying the
needs and wants of customers so that it can be fulfilled accordingly. Cleenol limited is the firm
which is taken in this assignment. Company manufactures and distributes cleaning and hygienic
products in UK and worldwide along with its main objective is to distribute the products in larger
number of markets. In this report, a digital marketing plan will be prepared which includes six
steps along with SOSTAC planning will also done so that digital marketing plan of Cleenol
limited can be prepared properly.
DIGITAL MARKETING PLAN
Digital marketing can be determined as an effective tool which is used by the firms for
advertising their products. Due to enhancement in the technologies, digital marketing has gave
better solution to the firms instead of using door to door marketing. In earlier time, traditional
marketing is using by the organisations for spreading awareness about the offerings among the
customers which is very expensive and provides difficulty to the employees in covering all
targetted market. Whereas, digital marketing is very useful in overcoming all these difficulties
(Zook, 2016).
SOSTAC planning approach is mostly used by the number of organisations for making
several plans like corporate, marketing, e-marketing, advertisement etc. Organisations can also
uses this approach in making marketing and digital plans. SOSTAC involves six steps such as
situational analysis, objectives, strategies, actions and control which all are necessary for the firm
in making an effective marketing plan. Digital marketing also assists the firms in reaching to a
large number of customers therefore, management of Cleenol can use this approach for attracting
more customers towards their offerings and gaining competitive advantage. Steps of this
planning approach are given as under:

Situational analysis
Situational analysis is a set of methods which are used by the managers for analysing
internal and external environment. In the context of Cleenol, company wants to enhance the
customer base along with gaining competitive advantage in the marketplace. For taking this
position, management have to conduct SWOT analysis which will be helpful for them in
determining strength, weaknesses, opportunities or threats. SWOT analysis of Cleenol is given as
under:
SWOT Analysis
This is a strategic tool which assists the managers of organisations in identifying their
strength, weakness, threats and opportunities so that functional activities or operations of
organisation would be performed in smooth manner. SWOT analysis of Cleenol is given as
under:
Strengths- It is one of the most company who have launched reusable trigger pack
system due to which market presence of firm is very strong in cleaning products. Company make
modifications and innovations in their existing and new products on regular basis because of
which company is exporting its products across 40 nations in the world. Management of firm can
use digital marketing tool for promoting their products so that they would gain high customer
base and market presence in the UK market. Products of organisation are highly liked by the
customers so that by using digital marketing they can enhance their sales and profit in near future
(Miller, 2015).
Weaknesses- Cleenol is very small firm which is operating its business operations
across the UK although it is known brand across the UK but there are some main weaknesses
like shortage of funds, space problems, less number of efficient employees which are faced by
the firms. Company's sales figures were recently decreased due to heavy use of chlorine which
have influenced the customer base of organisation in negative manner. Hence, Implementation of
digital marketing is not possible because it is very costly to implement it.
Opportunities- Cleenol is very well known brand which deals in hygienic and cleaning
products and most of UK citizens wants cleanliness at their workplace and home due to which
demand of hygienic products are rapidly growing therefore, they have opportunities to expand
their market share in other nations. With the help of digital marketing, firm will be able in

covering large market areas then the expectations which ultimately leads Cleenol towards large
market share and customer base.
Threats- There are various competitors of Cleenol which deals in same kind of product
and category like Unilever, P&G, Johnson&Johnson etc. and are using digital technology for
promoting and spreading awareness about their upcoming products. Hence, for defeating such
rivals in marketplace management of Cleenol should form effective plans and strategies.
External Analysis
External analysis is conducted by the organisations for determining the external elements
which can influence the profitability or sustainability of firm. As management of Cleenol is
planning for implementation of digital marketing in their workplace therefore, they have to
conduct PEST analysis. Through which they will easily identify the factors which are not
directly connected with their firm but can influence ideas of implementation of digital marketing
of firm. PEST analysis of Cleenol are given as under:
Political: Various laws and regulations are formed by UK government for digital
marketing such as Privacy and electronic communications and regulations. Therefore,
management of Cleenol should follow this act otherwise they have to pay penalties which is not
good for the brand image of firm.
Economical - Use of digital marketing will assists the organisations in spreading the
awareness about the offerings of organisation in less time period. It is less expensive and cost
efficient technique through which offline advertisement expenses, time of Cleenol firm will be
saved which can be used by them in operating or managing other activities.
Social- Trends and preferences of customers are directly related with the technology
therefore the chances of gaining huge customer base and market presence are higher for the
Cleenol. In near future, company can easily capture a wide market areas through determining and
fulfilling needs and wants of customers (Kubacki, 2016).
Technological- This is also the main element which can influence the digital marketing
of firm. In the context of Cleenol, they have to make more focus on implementation of latest and
advanced technological devices so that their ideas of implementation can't be influenced in
negative manner.

As Management of Cleenol have decided to implement digital technology for advertising
their products so that for covering more marketplace and making huge customer base they can
also use B2B or B2C theory which are given as under:
B2B Theory – In digital marketing, this theory is also known as e-biz in which an
organisation exchange products, service or information to the other business firms. Such theory
can be apply by Cleenol as it is a manufacturer and supplies their products to local authorities
and government departments across 40 nations. Therefore, this theory can prove beneficial for
their future time.
B2C Theory- It is defined as a process of selling the products or services directly to the
customers or end users. Most of the companies are using this style as it is beneficial for them in
bringing attention of the customers towards their offerings. With the help of digital marketing,
management of Cleenol can easily grab an attention of huge customer base towards the firm's
offerings which results in increasing their sales and revenue.
From the above theories, Management of Cleenol are using B2B concept for selling their
products because through this, they can establish their good position in global market.
Objectives
Objectives can be defined as the major goals of firm that has decided by them and divides
the task accordingly. In the context of Cleenol, main objective of firm is to enhance customer
base along with gaining competitive advantage so that for achieving this, managers of firm have
decided to use digital marketing for advertising the offerings of firm. SMART Objectives of
digital marketing plan are given as under:
 Specific – In it, Management of Cleenol have decided to increase the sale of hygiene and
cleaning products up to 30%. in next four months.
 Measurable- In it, management of firm should track all the activities and functions of
firm so that expected outcomes will be received in proper manner.
 Achievable- In this, managers have to define a clear path so that goals will be achieved
in predetermined time period. For e.g. sale staff of Cleenol gave their commitment to the
managers of increasing the sales by 3% in next 2 months (Jobber, 2012).
 Realistic-In it, management has to ensure that they have proper resources and funds for
performing the functions so that in future any difficulty wouldn't be faced by them.

 Timely – In order to implement the plans and strategies, management have decided time
period of 6 months.
Strategy
Strategy can be defined as the plans and procedures of firm through which goals or
objectives of marketing plan can be achieved. Personalisation is an essential factor which have to
considered by the organisation during formulation of digital marketing plan. For personalising
the objectives, STP model is used which provides a huge assistance to the firms in differentiating
their targetted customers, Strategies used in marking digital marketing plan are given as under:
STP - STP is a three stage approach which is used by the organisations for building
marketing plan. In which, S stands for segmentation, T for targeting and P for positioning. It
provides a huge assistance to the management, marketing consultants or managers in formation
of effective marketing strategies so that strong brand image or sustainability would be achieved
in marketplace.
Segmentation- In this, managers of organisation have to categorise the market on the
basis of needs and wants of customers which helps the managers of firm in knowing taste,
preferences and wants of customers. Before implementation of digital marketing plans in the
workplace it is very essential to the management of Cleenol to consider some points which are
given as under:
Demographics- In this point, Management of Cleenol should consider the gender,
education, age, education of the customers at the formation of digital marketing plan. Through
identifying these factors, company would easily reach towards their targetted customers which
will be beneficial for them in enhancing their customer base (Blair, 2017). In it, management
have decided to selling their products to those clients who are belonging from a middle class or
having income of more than 5000 pounds.
Psychographics- In this point, segmentation is done on the basis of behaviour of
individuals which makes choices of them towards purchasing of products. It comprises of
hobbies, likes, dislikes, lifestyle and attributes of customers which encourages them to make
decision for buying a product. For gaining huge customer base, management of Cleenol can take
feedbacks from the customers so that their actual needs can be determined. When management
will be know about the actual needs of customers then they can make modifications in their
products accordingly which is beneficial for them in achieving their SMART kind of objectives.

As the targetted customers prefers to buy those products which are attractive and available at
affordable price therefore, managers of Cleenol have duty to provide discounted schemes.
Targeting- This is the second phase of STP which is come after segmentation. In the first
phase, management have decided their targetted customers like Sweepers and housewives who
are daily users of cleaning products so the management of Cleenol have decided to target these
customers. When management will target the customers for their offerings then it will beneficial
for making better plans in future.
Positioning- In this phase of STP, management have to decide a suitable path for
building a good position of firm in the mindset of customers. In it, management of Cleenol have
decided to use digital marketing tools for selling their products through which cost of firm will
be saved and they will easily cover a wide area of market in a small time period. Company wants
to become Affordable Cleaning service provider across the Globe due to which they are initially
positioning their product in a niche market.
There are several media mix channels which can be chose by Cleenol for enhancing the
customer base and market share. These channels are comprises of newspapers, direct mails,
messaging, websites, social media platforms etc. All these channels are useful and helps the
organisation in reaching towards customers. In the context of Cleenol, company can use various
media mix channels which are given as follows:
Newspaper, Radio or Television
All these channels can be chose by a firm who wants to deliever their products and
services to a particular group of customers. It is very well known that TV, radio, and Newspapers
are those media channels which have seen by a number of individuals. Therefore, Managers of
Cleenol can spread awareness of their products through this channel.
Magazines or Exhibitions
These are those channels which are used by the organisations for capturing a particular
group of customers. These media channels will help the managers of Cleenol in capturing a huge
customer base along with a wide market area in a small period of time.
Retaining of customers can also considered as the main part of digital marketing. In the
context of Cleenol, company wants to gain huge customer base and competitive advantage over
their rivals. Therefore, it is very essential for the firm to retain their existing customers for
retaining customers for a longer period of time company can use social media platforms.

Facebook or Twitter are the main platforms that can be used by the managers of Cleenol for
retaining or attracting their customers. From these channels, company can easily share the
information of availing discounts to their targetted customers. Through sharing these kind of
informations, a good brand image of firm will be build in the mindset of customers (Cheyne,
2013).
Tactics
Tactics are the tools which are used by the management for implementing strategies in a
small time period. The most common tool is marketing mix which is used by each organisation
in order to promoting their products. Marketing mix can be defined as the combination of
elements which can be used by the management of Cleenol in encouraging the customers
towards purchasing. Some main elements of this process are given as under:
Product - It can be defined as the offerings of a firm which is manufactured by them for
selling it in the marketplace. For increasing the sales figures of product, company can use several
tools for attracting the customers towards offerings. In the case of Cleenol, they can use SEO
technique as a digital technique for advertising or promoting their products. Company is
providing their product through retail store and e-commerce platforms such as Amazon. Search
engine optimization is defined as under:
Search Engine optimization - This is a digital marketing tools which is used by the
firms for enhancing the rankings of their websites. This kind of technique is utilised by the
companies for advertising their products and services so as to gaining competitiveness in the
marketplace. In the context of Cleenol, they can use this technique for enhancing the ranking of
their website. When their ranking would be enhanced their sales figures and customer base
would automatically enhanced which is beneficial for them in gaining competitive advantage
over their competitors. For increasing the ranking of websites, SEO can use meta words like
“Affordable hygiene products in UK”. When these words would be searched by any of the
citizens of UK, then the first name on search engine would be of Cleenol. Hence, this technology
can assists the firm in enhancing the customer base and gaining competitiveness in market.
Promotion- It is a tool of marketing mix which is generally used by the business firms
for promoting their products and services. For this, organisations use various methods such as
paid media advertisement, social media etc. Cleenol can use these methods for enhancing the
customer base as well as to gain upper competitive advantage (Hollensen, 2017).

Paid media advertisement - It is called as the external marketing effort in which firms
needs to pay for advertisements. The amount is paid to the promotional agency in return of
promotions. Cleenol can also use this promoting their products and services in the market.
Cleenol will pay to agency based on the clicks done by customers. So, it is also known as pay per
click method. In this, customers view the advertisement on their screens and when customers
click it, money is deducted from the account of Cleenol in return of increasing the customer base.
Price - It is another element of marketing mix. Price refers to the sum of cost occurred
and profit by selling the products to the market. Price of a product is the main factor which
attract the customers to purchase the product. Cleenol firm can attract a large number of
customers by using suitable pricing strategy. The pricing strategy which can be used by Cleenol
is explained below:
Market penetration pricing - This pricing strategy is very useful for the companies
who are entering into the market for increasing their customer base and getting an upper
competitive edge over the competitors. Cleenol can use this strategy for decreasing the prices of
their products. These lowered prices will attract a large number of customers as people prefers
low priced products. Through this strategy, company can face loss but in the long term, this
strategy is useful for enhancing the customer base.
Place - It refers to the common platform which is used by the organisations for selling
their products and services in the market. Cleenol is using E-commerce websites, physical stores
for selling their products to a large number of customers. The example for Cleenol is discussed
below:
E-Commerce Website- It plays a vital role for every company in order to make first
entry mode of a consumer in this modern world. In regards with the Cleenol that can utilize their
products and services on its specific platform. Due to high demand of E-commerce websites
company should focuses on their expertise who create or makes their good position on these
websites in an effective manner (Rowley, 2014).
Action
It is the last stage for the process of implementation of planning done by the tactics. It is
also very well known as work out of tactics. It is the weakest point of an organisation because in
this managers forget to allocate resources its staff for effective implementation of actions.

Therefore, tools and techniques prepares the digital marketing plan for maximising the customer
satisfaction in an effective manner.
E-Commerce Website - As per the above discussion E-commerce websites are very
necessary term for the organisations in order to achieving high customer base across the world.
When management of Cleenol will use E-commerce websites for selling their products it will
automatically prove profitable for themselves in making position as the most Affordable
Cleaning service provider in global market. For gaining this kind of position, management can
use penetration pricing strategy so as to providing products at affordable prices. Along with this,
pictures should be present with higher resolution and they will take not very much time to load.
Therefore these all are the profitable outcomes of using E-commerce websites. Apart from this
concept, payment method of E-commerce websites is also very easy for the customers in order to
protect themselves from any problem, so that these facilities of the E-commerce websites can
attract the large number of customers in an appropriate manner.
Pay per click
It is very needed for the company in order to attract huge number of customers. These
advertisements are very short and needed particular data and low image resolution. This
advertisement should be made by the promotional agency which will charge from the Cleenol
company according to the clicks of the customers. The content of advertisement should that can
focuses on the customers towards the attraction. Along with this, lot of images or videos are used
in the advertisement form for customers satisfaction. These actions performed by tactics which
will helps the company in order to make good advertisement by digital technology. Therefore, it
maximise the customer satisfaction towards the company and achievingt goals and objectives in
a particular manner (Karjaluoto,2015).
Control
This is the process of checking failure or success of digital marketing plan. This is
important for company to analyse this before it's too late. In case of Kleelon, google analytics is
a good option as it will provide information about duration, visitors, sales, loyalty level, churn
rates, subscription, enquiries, conversion rates, etc. These factors will help the marketing
department of firm to know whether it has a successful digital marketing plan or not. In Cleenol,
the company initiates changes in the digital marketing plan, if required. The marketing
department of the Cleenol company must take control over each and every activity of digital

marketing plan. It is necessary for marketing department to report any changes in the digital
marketing plan to administration as soon as possible.
CONCLUSION
From the above report, it has been analysed that digital marketing plan is a strategic plan
by which an organisation selects a specific marketing channel. This will help in promoting
products and services of the company. Such business practices helps in achieving goals and
objectives of the organisation in an effective manner. A digital marketing plan is developed by
using SOSTAC model and this helps in identification of situational analysis, strategy, measures,
actions, control and objectives of digital marketing plan.

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