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.

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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.

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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.

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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.

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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.

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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.

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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.