Digital Business Report: Ocado Overview, Market, and Strategy

This report provides a comprehensive analysis of Ocado, a leading British online supermarket. It begins with an organizational overview, detailing Ocado's founding, goods and services, and unique selling points, such as its direct-to-consumer home delivery model and innovative apps. The report then explores Ocado's current market position, highlighting its double-digit growth in the UK retail market and market share, along with a comparison of its main competitors, including Instacart, Morrisons, and Cranswick. Task 2 delves into digital marketing principles, emphasizing simplicity and customer connection. It outlines Ocado's marketing strategies, including content, public relations, and email marketing, and identifies various growth engines like paid and viral approaches. The report concludes with a detailed examination of a digital marketing campaign for Ocado, outlining steps from defining goals and target markets to setting budgets, choosing channels, and managing social media profiles. The report also covers the key steps of the marketing campaign, including choosing the end goal, setting the budget, identifying the target audience, designing content, choosing channels, launching and monitoring, and analyzing results.

Task 1 and Task 2
Digital Business

Table of Content
 Introduction
 Task 1
 Task 2
 Conclusion
 References

Introduction
Digital business is said to creation of business designs
through blurring digital addition to physical worlds. The
presentation is based on Ocado which is largest dedicated
online supermarket having headquarters at Hatfield, UK. The
presentation covers overview of entity, its current
marketplace, Unique Selling Points and market competitors.

TASK 1
Organisational overview
Ocado is a leading British
online supermarket which
was founded by Tim
Steiner, Jonathan Faiman
along with Jason Gissing
in the year 2000.

Continue...
Goods and services of Ocado
Ocado's products are its own brand groceries including
items such as toys, magazines, flowers, fruits, vegetables and
many more. The company handles around 55000 products in
its stocks in effective manner.
In context to Ocado's services, it includes website services,
delivery services and consumer good services so that orders
are delivered to consumers as per their convenience.

Continue...
Unique Selling Points
Unique selling point is described as the factor which
differentiate an entity from the rivals in market. In context to
Ocado, it is online grocery retailer that has no store chains
and performs home deliveries directly from warehouses. In
addition, the company also released its first app known as
“Ocado on the Go” that allows consumers to execute grocery
shopping without requirements of PC.

Continue...
Current market place
Ocado has notched double digit rise within retail market that
makes it fastest growing grocer within UK market. It is the
only grocer who has achieved double digit growth in terms of
12.6 per cent sales uptick. In terms of market share of Ocado,
it is 1.4 per cent and it accounts approximately 18% of
overall online supermarket sales in UK. The overall valuation
of the entity is nearby $ 203 billion and 14136 employees
working with it.

Continue...
Market competitors
Retail industry is vast sector within which huge number of
entities works for achieving objectives. The main market
competitors of Ocado are Instacart, Morrisons Cranswick
and many more. The comparison among these entities are as
outlined: .

Compari
son
Basis
Ocado Instacart Morrisons Cranswick
Products
and
services
The products
and services
of Ocado are
grocery,
consumer
goods and
delivery
services.
The products
and services
offered by
Instacart
includes
Grocery
delivery only.
Morrisons
offers
products
and
services
related to
Clothing,
CDs,
DVDs,
Food and
Drink and
Books.
In context to
Cranswick, its
products are
premium, fresh
addition to value
added food
commodities.
Unique
selling
Propositi
on
The USP of
Ocado are its
web
applications
including
Ocado on the
Go, Alexa
Voice
assistant and
In context to
Instacart, its
sells its goods
through its
Instacart mobile
app as well as
website. It
operates
workings as
Morrisons
sells its
products
through its
supermarke
t chains or
stores at
reasonable
values and
Cranswick sells
fresh, premium,
leading and added
value commodities
to its customers
directly from its
farms.

TASK 2
Digital marketing principles
Digital marketing is mentioned to gateway among electronic
technology addition to marketing psychology. Digital
marketing principles are the fundamental propositions as well
as truth that are mandatory to be considered while marketing
products online. For Ocado managers, marketing their goods
and services by adhering digital marketing principles assist in
executing all workings smoothly.

Continue...
Some of digital marketing principles are explained as:
Simplicity is Efficiency: The principle says that digital
marketing messages must be kept simple and efficient which
is easily understandable.
The customer connection: The digital marketing principle
states that it is necessary to build connections with targetted
audiences. It seems to be basic but companies struggles to
make connections while creating bid ideas.

Continue...
Marketing strategy of the online
organisation
Marketing strategies are action
programs that are well designed
for promoting together with
selling organisational goods and
services. All organisations have
some marketing strategies that
provides them edge over rivals.

Continue...
Few of marketing strategies in context to Ocado are the following:
Content marketing: Within this marketing strategy, Managers of Ocado
creates together with shares online materials so to stimulate interest of
consumers towards its goods and services.
Public relation marketing: Through this marketing strategy, organisations
mainly maintains positive public image as well as increase brand
awareness.
Email marketing: Various online retailers uses email marketing strategy
for driving fast immediate outcomes in context to webpage traffic together
with sales.

Continue...
Different growth engines
Growth engines are the mechanisms that assist in attaining
sustainable growth of entity. These are designed to work for
overcoming loopholes which arises in implementing
marketing mechanisms. It basically includes marketing
related activities that marketing department deems effective
for business type. Growth engine assist in reducing churns for
improving customer values.

Continue...
Few of the growth engines which can be opted by Ocado are
as follows:
Paid growth engines: Paid growth engine includes spending
monetary resources on wide means of promotion together
with advertising.
Viral growth engines: This type of growth engine generally
relies on current audiences for bringing more people or
inviting more customers with the brand.

Continue...
Designing Digital
Marketing campaign
Digital marketing campaign is
one of complex understanding
that requires huge dedication
as well as attention at the
moment campaigning idea is
conceived to right till
presented towards audiences.

Continue...
The digital market campaign in context to Ocado is designed
with following steps:
Step 1: Defining Goals: The goal of Ocado are to improve
brand awareness, conversions, growth and lead generation
through a digital campaign.
Step 2: Defining target market: The target market of Ocado
company are grocery shoppers and online shoppers between
age group of 20 years to 50 years within retail market.

Continue...
Step 3: Defining budget: The budget for the entire digital
marketing campaign for Ocado is as follows:

Continue...
Step 4: Choosing channels: Channels are the medium through
which the advertisements will be done for digital media
campaign.
Step 5: Setting Ads on Social media Platforms: In this step,
engagement advertisements are created that resonate with
audience.
Step 6: Managing Social media profiles: Social media
advertising is one of essential element for digital marketing
campaigns.

Continue...
Step 7: Formulating marketing strategies: Herein,
marketing strategies are formulated so to promote the
campaign. Through marketing strategies like email
marketing and public relation marketing, promotions will be
made for the digital campaign.
Step 8: Tracking and monitoring: In this stage, the entire
activities associated with digital marketing campaign are
properly tracked as well as managed in proper manner so to
achieve growth aspects.

Marketing campaign

MARKETING CAMPAIGN
Step 1: Choose the End Goal.
Step 2: Setting Campaign Budget.
Step 3: Identifying Target Audience.
Step 4: Design the Content.
Step 5: Choosing the Channels.
Step 6: Launch and Monitor.
Step 7: Analyze the Results.

Conclusion
The presentation concluded that digital business is usage of
fast changing digital technology in order to solve problems
and achieve growth opportunities. All business works to sell
their goods and services through unique selling propositions.

References
 Carenys, J. and Moya, S., 2016. Digital game-based
learning in accounting and business education.
Accounting Education. 25(6). pp.598-651.
 Chaffey, D., Hemphill, T. and Edmundson-Bird, D.,
2019. Digital business and e-commerce management.
Pearson UK.