Marketing Strategy and Customer Engagement Report for Flowers by Jane

This report analyzes the marketing and customer engagement strategies employed by Flowers by Jane, a business specializing in floral arrangements and gifts. It begins with an overview of the company's marketing approach, emphasizing the importance of understanding the target market and adapting products for various occasions. The report then delves into specific strategies, including product reviews, pricing strategies, distribution channels, and the development of a comprehensive marketing budget. Customer engagement tactics, such as establishing personal connections, offering refund policies, providing incentives, and soliciting customer feedback are discussed. The report highlights the significance of social media marketing, emphasizing the business's effective use of its website and social media presence. Finally, the report outlines an implementation plan that involves defining objectives, breaking them into tasks, and monitoring progress. The analysis underscores the importance of a well-defined marketing strategy for building customer value and achieving business goals.

Running Head: MARKETING AND CUSTOMER ENGAGEMENT 1
Marketing and Customer Engagement
Student’s name
Institution’s name

MARKETING AND CUSTOMER ENGAGEMENT 2
Marketing and Customer Engagement for Flowers by Jane
Marketing strategy and planning for Flowers by Jane
Developing a good marketing strategy can help Jane create customer value and profitable
relationships and also how to achieve the strategic goals of her business. First of all as her an
entrepreneur she should have a summary of all she wants to achieve in her business. Jane is
clearly motivated as we can see that works hard to deliver stylish, provide high quality and
freshest flowers at the time of purchase, to make ones occasion memorable and beautiful to local
and international customers. Then she should do a market overview which involves
understanding her market, who specifically to target and any trends in the market. Flowers by
Jane has done this well as we can see that her products are available depending on different
occasions and events ranging from Valentine’s Day, wedding or anniversary celebration. She
should also do a product review where she includes offers, gross margin, and sales of her
products. We can see her products are not just flowers only but also other gifts such as
chocolates, wines and other goodies. Another great strategy she has employed is availability of
free delivery within Brisbane and it is done on the same day. Her marketing strategy should
include product strategy, value proposition, pricing, distribution channel and market research.
She has created a price range in her website where a potential customer can choose goods based
on the amount of money they want to spend may it be below $60 or above $80. She should also
have a budget that includes all the costs of her business ranging from anticipated sales, revenue
and any other marketing related issues.

MARKETING AND CUSTOMER ENGAGEMENT 3
Customer engagement
Proper Customer engagement is crucial as this will help her establish a stable market. She
should make sure that she establishes a personal connection with customers by being honest and
sincere. She also has a refund policy where customers can get refunded if they are not happy
with services delivered. She can even offer free gifts like chocolates and teddy bear to customers
with every purchase they make. Jane can hold an event where she can show case all her goods
and gift hampers that are available in her shop. This is one of the best ways to get a first-hand
experience of your products. She can also reward her loyal customers by giving them discounts
(Jaakkola & Alexander 2014). Asking for customer feedback is also crucial as it will help her
understand what the customers actually want. By asking them what they are looking for and
giving them what they want, she can gain more customers.
Social media marketing
Social media is becoming one of the most important aspects of digital marketing as it
helps reach millions of customers globally. Social media is one of the most cost-effective ways
of advertising her business since creating an account and signing up is free for most social
networking platforms. Jane has done an excellent job in marketing her business as we can she
has a website with all her products, contacts information and also a map showing the location of
her shop. The website is well detailed and she clearly explain every concern one may raise
including modes payments and privacy issues. It is also well designed and easily accessible.
Social media marketing will also help increase her brand recognition. Posting on social media
platforms will reach her current customers, new clienteles and also probable clienteles.

MARKETING AND CUSTOMER ENGAGEMENT 4
Implementation plan
An implementation plan will help her in executing her business plan, clarify her business
objectives, assign tasks deadline and chart a progress towards accomplishment her objectives.
Jane offers wide range of products for different people on different occasions and she also
manages wedding and corporate events as a way of boosting her business. First, she should
clearly define her objectives, break them into time-based tasks and the expected results from
each and also closely monitor each tasks development and the completion percentage of her
objectives.

MARKETING AND CUSTOMER ENGAGEMENT 5
References
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-
creation: a service system perspective. Journal of Service Research, 17(3), 247-261.