E-Marketing and Brand Value Reception: Flourish Cooking Oil Report

This report delves into the brand value reception of Flourish cooking oil, focusing on e-marketing strategies within the UK market. It begins with an introduction to e-marketing, followed by an environmental analysis of competitors like Holland & Barrett, and an assessment of the competitive landscape. The report then examines Flourish's current marketing strategies, including an e-marketing mix analysis, an e-communication mix analysis, and the characteristics of digital and social media marketing. A key component of the report is the recommendation of an e-marketing communication strategy, including a targeted social media campaign designed to enhance brand value. The report concludes with a justification of how the campaign will communicate the brand's value, references, and appendices providing additional context about the Flourish brand and its e-marketing analysis.

Brand Value Reception

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
SECTION A.....................................................................................................................................2
1. Introduce e-marketing .......................................................................................................2
2. Environmental analysis of competitive brand....................................................................3
3. Key competitors within the sector and nature of competition ...........................................4
SECTION B.....................................................................................................................................5
1. Current strategy of company..............................................................................................5
2. E-marketing mix analysis ..................................................................................................6
3. E-communication mix analysis .........................................................................................7
SECTION C ....................................................................................................................................8
1. Characteristic of digital media and social media marketing .............................................8
2. Recommending e-marketing communication strategy ......................................................8
3. Target Market ....................................................................................................................9
4. Social Media Campaign.....................................................................................................9
5. Justification of how the given campaign will communicate the brand value ....................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
APPENDIX ...................................................................................................................................13
Appendix1: About Flourish organic cooking oil brand .......................................................13
Appendix 2: E marketing analysis .......................................................................................14

Illustration Index
Illustration 1: E-Marketing mix.......................................................................................................6
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INTRODUCTION
Organization’s brand value depends on its reputation. Brand value is referred to have
brand reputation. A brand value reception is a process of receiving back the reputation of the
brand in the market (Guevarra, 2015). The present report is developed on case study of Flourish
cooking oil brand. This report will showcase the characteristics and benefits of internet
marketing, environmental analysis of competitive brand, nature of competition and current
strategies in target market with e-marketing communication mix. Being in the position of E-
marketing manager, a virtual brand marketing campaign is being prepared for the cited firm with
the use of social media platform. The campaign will be launched in the UK market. The detailed
explanation about the same is given in the following sections.
SECTION A
1. Introduce e-marketing
E-marketing is the practice of using different digital means with an aim to give
information about the product to the respective customers. The given mean is effective as it
enables the cited firm with regard to attract the large number of customer towards the
corporation in an effective way. In this context, there are number of benefits identified which
Flourish organic cooking oil can gain by using the given means of marketing. Placing ads in
digital mean is cheaper than traditional mean of placing the advertisement. Furthermore, the e-
marketing will also provide opportunity to the firm with respect to give information about the
product among large number of buyers.
However, e-marketing represent several opportunities and challenges to the e-marketing
director of cited firm.
Opportunity:
 Here, firm has to the opportunity to give information about the presence of product in
market among international buyers. Thus, it gives opportunity to the corporation with regard to perform significant
improvements in the market share of enterprise.
Challenges:
 To target the major target market of the firm is being regarded as the major challenge
which is being faced by the respective director. This is because, in e-marketing
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information about the product tend to be spread among the large group of buyers. Thus,
here firm cannot assure that the buyers which it has selected is the major target market of
corporation or not.
2. Environmental analysis of competitive brand
The environment analysis of the competitor of Flourish cooking oil is carried by
analyzing Holland & Barrett's technological and socio-cultural factors which affect the brand
value. These are as follows, Technological: Holland & Barrett is a unit of health food shops with above 1000 stores
in UK. Thereby, it has strong brand presence among consumers of UK. Moreover,
Holland and Barrett is very old and trusted company for food products among the
customers. Apart from this, Holland & Barrett utilizes various brand promotion activities
by using developed technology. On the contrary, Flourish is a new brand and it is
developing technologically (Gerzema and Lebar, 2008). Thus, to attain the competitive
advantage Flourish should also improve its brand image by applying various promotional
activities by using technology.
 Socio-cultural: The customers use internet for the different type of purpose. For
example, some users uses the given means with an aim to get connected with their friends
and family member. In addition to this, some customers uses this with an aim to get the
information about the product which they will purchase. The different means of internet
causes significant impact upon the purchasing behavior of customers. For example, in
internet customers have the opportunity with regard to get the detailed information about
the product. The given thing will lead to develop the positive feeling about the brand in
the mind of buyers. As a result of it they will get influenced with regard to purchase the
goods and services of the corporation in an effectual way.
3. Key competitors within the sector and nature of competition
The major competitor’s of Flourish cooking oil are Organic Valley, Holland & Barrett
and Organic Amy's etc. The nature of competition within the given industry can be analyzed
with the help of porters five forces analysis. In this context, it is assessed that the bargaining
power of Flourish cooking oil buyers is high because of the availability of number of options in
the given field. In addition to this, the rivalry among the competitors is also high as cited firm is
facing the competition from the number of companies which are providing the similar type of
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goods and services. In the similar way, threat of product substitute is medium because buyers
who are health conscious will prefer to purchase the organic oil irrespective of availability of
varied oil options. Furthermore, threat of new entrant is also high for Flourish cooking oil as
there are many firms are entering in the organic oil production industry.
SECTION B
1. Current strategy of company
Currently, Flourish cooking oil's strong competitors are Holland and Barrett, Organic
Valley and Organic Amy's. As per the product quality and pricing strategy of the product
Holland & Barrett is posing subsequent competition to the company. The well developed market
and positioning strategy of the competitive company has weakened the growth prospects for
Fortune. The brand have strong visibility and brand image. Thereby, it is giving the strong
competition to flourish organic cooking oil. The cited firm is currently focusing on acquiring
maximum market sales thus it has adopted effective measures and strategies to fight out the
fierce market competition.
Above model helps in effectively analyzing and determining the strategies that H&B has
adopted in order to create effective impact on the growth prospects of the current brand. Market penetration: Holland & Barret have developed number of customers which
enables the brand to occupy an effective brand positioning. On the contrary, Flourish is a
new brand and has low visibility and slightly high prices which resist the brand to acquire
an effective brand position (Smith, 2011). Holland & Barrett's target customers are end
user and domestic consumers through its 1000 outlets in UK. However, it is important for
Flourish cooking oil to improve its brand positioning by applying various promotional
activities and also it can target home user consumers and large scale food restaurant
(Kokemuller, 2015). Market development: The company has developed a well developed market prospects in
developing and developed countries such as China, Spain, Cyprus, Singapore etc. this has
helped the company in creating a wide impact in the growth and development of
international sales and demand as well. The company's current financial position supports
it to seek development opportunities in emerging market of Asia and Africa. Flourish on
the other hand is the Indian company which has to develop the brand image in UK market
in order to enhance sales.
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 Product development: H&B has developed wide range of products and services to
provide effective value to its consumers, the company has developed a range of oils and
variants in order to attract maximum consumers within the market. The company is
continuously indulged in analyzing the needs and requirements of the buyers. Research
and development process of the company has helped it in developing wide range of oil
variants for the consumers. Flourish company in contrary specifically is focusing on
developing organic oil segment within the market.
 Diversification: The diversified product range has helped H&B in developing strong
business networks within the market. The company deals in medicines, vitamins, feed
products and many more which has helped it in enhancing supply chain and business
networks in UK and internationally as well.
2. E-marketing mix analysis
Conventionally, the marketing mix includes four important elements like, product, price,
promotion and place. The marketing strategies developed for products are purchase in shops by
consumers. In today's technological developed environment, the trend for purchasing online from
internet is increased in consumers. Thus, organizations develop online strategies to attract and
retain the consumers. The e-marketing mixes are as follows,
 E-product strategies: In UK, e-commerce sales is increasing with extremely high rates.
People order products online because consumers know about the product features and
facts as well as reviews related to the particular product (Land and Taylor, 2010). With
regards to the increasing trend of online product shopping in UK. Holland & Barrett
have also developed their e-product strategies and sells high volume through this sales
channel. However, Flourish cooking oil is not using such mediums currently which are
affecting its performance.
 E-price Strategies: With regards to marketing mix, pricing is always been difficult to
determine for product as it requires lot of considerations. Selling a product through online
channels provide an opportunity to people to compare the prices for the products with
other brand as well. H&B has adopted and managed competitive pricing strategies to
attract and retain consumers (Jansson and Power, 2010). this has helped the business ain
enhancing its online sales and providing additional revenue to the business. However,
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Flourish is currently not active on the online channels but it can be developed in future
for attaining more business.
 E-place Strategies: Through online portals, consumers can directly purchase products
from manufacturer without involving retailers. Thus, Holland & Barrett have increased
its online sales. The companies have created websites and collaborated with globally
established e commerce websites such as amazon in order to provide easy availability of
products and services to its consumers. Consumers order online and these particular
brands arrange the home delivery for these customers at required place.
 E-promotion strategies: H&B is using these channels effectively which is increasing
their brand loyalty and brand image (Jansson and Power, 2010). Social media
marketing,s, Search engine mechanism etc are the prominent measures that the company
has adopted to enhance sales of the products. However, Flourish can also use these
channels in order to improve the brand image and visibility. online advertisement and
banners, collaboration with established sites, Google add-word
3. E-communication mix analysis
H&B is widely active on social media sites which helps the company in developing
effective two way communication with its consumers. Social media sites such as Twitter,
Facebook, Linked In, Quora, Instagram etc has gained wide publicity within the market. The
company has developed pages in order to develop its digital presence. It uploads all authentic
information on the sites in order to keep the buyers informed. These sites also help company in
developing a direct communion with buyers through chatting as well. The option open group
formation facilitates in communicating with large number people collectively at one point of
time. This method facilitates effective communication and develops a time saving method.
Moreover Opt in emails, emails and website chatting are yet other measures that the company
has adopted in order to enhance communication measures with prospective buyers.
SECTION C
1. Characteristic of digital media and social media marketing
There are several features of digital and social media marketing is being identified.
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 It is the type of marketing in which different digital means will be used by the firm such
as computer, tablet and smart phone etc with an aim to give information about the
product in an effectual way.
 Here, the ads can be formulate by the corporation in both audio and visual way. Thus,
through this way major impact can be imposed upon the customers and thus firm can
influence them with regard to purchase the goods and services of enterprise in an
effective way.
2. Recommending e-marketing communication strategy
It is recommended to the firm that it must use the famous social media channel such as
Facebook and Twitter. Flourish cooking oil can also convert the opportunities into sales by
developing online sales portal. The online portals contain all the features and benefits of the
product with price (Schroeder, 2008). Also, it provides the opportunity to consumers to compare
its prices and benefits of using this product with other brands. By using social media marketing
and online sales portal, flourish cooking oil can also gain competitive advantage and it can
increase the sales and revenue of the company. Social media is an effective channel of
distributing the brand content among internet users around the world. Thereby, it is
recommended to flourish cooking oil to use social media marketing and other technologies to
increase brand recognition and value to the product quality. Opt in emails, emails and website
chatting are yet other measures that company should adopt in order to develop wide
communication measures with all the prospective buyers.
3. Target Market
The company presently is focusing on developing effective brand image within the UK
market. For this purpose the target market of the company will be segregated in various
measures. The demographic segregation will focus on targeting the UK consumers within the
market. The psycho-graphic basis will be considered by the company in order to target health
conscious buyers and family people. The concept of organic oil will help in positioning the
product as healthy within the prospective buyers. Moreover young and middle aged buyers will
be targeted in order to enhance the healthy prospect of the product. This will help the company in
enhancing sales within the market and develop effective competitive position as well.
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4. Social Media Campaign
Social media marketing is currently a very popular in UK people. People spend most of
the time on internet and social media sites. However, it will provide Flourish cooking oil a good
exposure and cited brand will be able to compete with its competitors. Social media campaign
will helps Flourish oil in developing wide market opportunities within the market. The campaign
will focus on developing a digital brand of the company. It will target social sites such as
Facebook, twitter, Instagram, Linked in order to develop high product recognition within the
market. The company will post the message about Flourish organic cooking oil on social media
site, it will spread into so many people. Posting message in group of friends will help in
developing an effective communication measures within the market .
5. Justification of how the given campaign will communicate the brand value
The campaign which will be formulated in the different social media means will provide
the detailed explanation about the product. Thus, here through brand recognition and information
the brand value will be developed in the mind of respective buyers. Thus, the given thing will
help in raising the sales of Flourish cooking oil in UK market in an effective way.
CONCLUSION
It has been concluded in this report that to create the brand value and increase the sales
and revenue of the organization, communication and brand promotion is essential. In today's
technologically developed and competitive business environment, organization can use several
promotional mediums. In recent years, social media marketing is very effective to promote brand
and increasing the brand value. In addition to this, for the firm it is very essential that it must
select its marketing tactic on the basis of condition prevailing in the external business
environment. However, with an aim to get the information about the external business
environment tools such as PESTEL and Porters could be used. With the help of given means an
appropriate decision can be taken by the cited firm director.
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REFERENCES
Books and Journals
Arvidsson, A., 2006. Brands: Meaning and value in media culture. Psychology Press.
Bauer, H.H., Sauer, N.E. and Schmitt, P., 2005. Customer-based brand equity in the team sport
industry: Operationalization and impact on the economic success of sport teams.
European Journal of Marketing. 39(5/6). pp.496-513.
Berthon, P., Pitt, L.F. and Campbell, C., 2009. Does brand meaning exist in similarity or
singularity?. Journal of Business Research. 62(3). pp.356-361.
Gerzema, J. and Lebar, E., 2008. The brand bubble: the looming crisis in brand value and how
to avoid it. John Wiley & Sons.
Jansson, J. and Power, D., 2010. Fashioning a global city: global city brand channels in the
fashion and design industries. Regional Studies. 44(7). pp.889-904.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Land, C. and Taylor, S., 2010. Surf’s up: Work, life, balance and brand in a new age capitalist
organization. Sociology. 44(3). pp.395-413.
Okonkwo, U., 2009. Sustaining the luxury brand on the Internet. Journal of Brand Management.
16(5). pp.302-310.
Schroeder, J.E., 2008. Visual analysis of images in brand culture. GO FIGURE: NEW
DIRECTIONS IN ADVERTISING RHETORIC, Barbara J. Phillips, Edward McQuarrie,
eds., ME Sharpe. pp.277-296.
Smith, T., 2011. Brand salience not brand science: a brand narrative approach to sustaining brand
longevity. The Marketing Review. 11(1). pp.25-40.
Srinivasan, V., Park, C.S. and Chang, D.R., 2005. An approach to the measurement, analysis,
and prediction of brand equity and its sources. Management Science. 51(9). pp.1433-
1448.
Thompson, A.A., Strickland, A.J., Gamble, J.E. and Zeng'an Gao, 2008.Crafting and executing
strategy: The quest for competitive advantage: Concepts and cases (Vol. 19). McGraw-
Hill/Irwin.
Tsang, N.K., Lee, L.Y. and Li, F.X., 2011. An examination of the relationship between employee
perception and hotel brand equity. Journal of Travel & Tourism Marketing. 28(5).
pp.481-497.
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Witt, P. and Rode, V., 2005. Corporate brand building in start-ups. Journal of Enterprising
Culture. 13(03). pp.273-294.
Woo Jun, J. and Lee, H.S., 2007. Cultural differences in brand designs and tagline appeals.
International Marketing Review. 24(4). pp.474-491.
Online
Guevarra, L.,2015. How Organic Valley Built a Green Brand with Guerrilla Marketing.
[Online]. Available through: <http://www.greenbiz.com/blog/2012/01/20/how-organic-
valley-built-green-brand-guerrilla-marketing./>. [Accessed on: 24th December 2015].
Kokemuller, N., 2015. What Is a Marketing Communication Mix?. [Online]. Available through:
<http://smallbusiness.chron.com/marketing-communication-mix-63541.html./>.
[Accessed on: 24th December 2015].
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APPENDIX
Appendix1: About Flourish organic cooking oil brand
Flourish organic cooking oil is useful for improving health. It is the best brand available
for the people who care about health of their family member. Flourish offers a quality product
with competitive qualities to meet demand of its customers. The mission of Flourish is to
enhance the traditional value of organic food habits and spread the benefits of black sesame
seeds. With regards to the mission statement of Flourish, its vision is to become the top loyal
brand in the market by sharing complete product information with consumers around the world
for their better health.
The target market of Flourish organic cooking oil is middle and upper class people that
are around 20,000 people in Stratford. Moreover, the company is focused on attracting youth and
male people by spreading the social message of “inspire the change”. Also, it targets female
consumers who want to look fit and slim. Thus, Flourish has segmented its target market in two
core segments such as, demographics and Psychographics. The demographic segment focuses on
age, sex, income etc. of the people. On the contrary, Psychographics segment focuses on
lifestyle, trust, decision making and health preferences of the people in Stratford. However,
Flourish Organic cooking oil has many competitors as well as, Organic valley, Holland & Barrett
and Organic Amy's with strong brand value and loyalty. But, Flourish has the opportunity to
improve its brand awareness by implementing various promotional activities and marketing
strategies in the organization.
The competitors of Flourish cooking oil are already using these promotional strategies to
increase brand recognition and customer loyalty. Moreover, Flourish cooking oil can also
convert the opportunities into sales by developing online sales portal. The online portals contain
all the features and benefits of the product with price (Schroeder, 2008). Also, it provides the
opportunity to consumers to compare its prices and benefits of using this product with other
brands. By using social media marketing and online sales portal, flourish cooking oil can also
gain competitive advantage and it can increase the sales and revenue of the company. Social
media is an effective channel of distributing the brand content among internet users around the
world. Thereby, it is recommended to flourish cooking oil to use social media marketing and
other technologies to increase brand recognition and value to the product quality.
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Appendix 2:Environmental analysis of competitive brand
Environmental analysis is a strategic tool that identifies all the external and internal
factors that impact on the performance of the business. As given in the case study, currently
Flourish organic cooking oil's strong competitor is Holland & Barrett. This firm is European
organization which produces several products and has strong brand reputation among its
consumers (Srinivasan, Park and Chang, 2005). Technological: The cited company is technologically not developed thus; it is not visible
to consumers. However, Flourish should also use brand promotion activities in different
geographical areas by using technologies. Flourish can also increase advertisements on
television and social media sites. Holland & Barrett uses social media marketing which is
currently most popular. The social media channels are effective e-marketing tools which
spreads messages instantly between large people. This strategy is making Holland &
Barrett more powerful and strong brand. Thus, Flourish should also increase
effectiveness in these technological channels.
 Socio-cultural: Holland & Barrett is very old and trusted brand by consumers so it
carries effective brand loyalty of customers. With regards to its brand presence,
consumers recommend Holland & Barrett cooking oil to their friends and family as well.
On the other hand, Flourish is a new brand and it is not visible to many people and price
of Flourish cooking oil is quite high than its competitors’ product. Thereby, very few
people prefer to buy Flourish (Arvidsson, 2006). The socio-cultural impact makes huge
influence on brand to increase and decrease the sales of the brand. Since, Holland &
Barrett is old brand of food product and people prefer to buy this. However, Flourish
should also increase its brand presence and tell the benefits of using Flourish oil to the
people. Flourish cooking oil is made of organic ingredients and it is a high quality
product so it can attract more number of consumers if cited firm improves its brand
image among the consumers.
Appendix 3: E marketing analysis
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Illustration 1: E-Marketing mix
Source: e-MARKETING MIX, 2015.
Appendix 4: E communication Mix
The communication mix utilizes particular methods used for promoting the brand and its
products in the target market. Many of the organizations are using social media sites as e-
communication medium. Social media marketing is a procedure to gain attention through social
media websites. Social media marketing is becoming an essential part of marketing strategy.
Social media sites are beneficial in increasing the brand recognition and brand loyalty.
With regards to current strategies of competitors brand and environmental analysis it is
recommended that developing a virtual brand communication through social media marketing
tools in UK would be beneficial for Flourish cooking oil. Currently, in technologically developed
world people are more actively connected through internet (Berthon, Pitt and Campbell, 2009).
Thus, the trend of social media marketing is also increasing in UK. Social media marketing have
huge potential for social media marketing to improve brand image and also to increase the sales.
The social media marketing uses several sites with the help of which Flourish organic cooking
oil can promote its products. Since, all these brands are very old and have developed effective
brand image through effective marketing channels, they are giving strong competition to flourish
cooking oil (Kapferer, 2012). Thus, it is necessary for the Flourish to improve its brand image by
increasing marketing and brand promotion activities among the people. It will also help in
increasing sales and revenue of the cited organization.
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Appendix 4: Ansoff's Matrix
Marketing strategy which is aimed to make the brand occupy a well-defined position in the
market among its competitors and consumers (Okonkwo, 2009). H&B have effective brand
positioning because of their high visibility and quality of food products.
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Illustration 2: Ansoff's matrix