Cafepod Coffee Co. SME: A Comprehensive Social Media Marketing Plan

This report provides a comprehensive social media marketing plan for Cafepod Coffee Co., an SME, focusing on leveraging digital media techniques to promote its products and services. It details the use of various social media platforms, including paid, owned, and earned media, to achieve marketing goals. The report also incorporates the marketing mix model, analyzing product, price, place, promotion, people, and physical evidence to develop effective strategies. A marketing budget is presented, and performance analysis methods, such as revenue variance, market share, and expense analysis, are discussed. The plan aims to enhance Cafepod Coffee Co.'s promotional activities and ensure its long-term success in the competitive market. Find more solved assignments and past papers on Desklib.

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Table of Contents
Introduction......................................................................................................................................3
Overview of organisation.......................................................................................................3
Main Body.......................................................................................................................................3
Social media platforms...........................................................................................................3
Attainment of marketing goals...............................................................................................4
Marketing budget....................................................................................................................5
Performance analysis..............................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

Introduction
The term social media marketing relates to the promotion of products or services of a
business firm through the use of digital media techniques. Through the adoption of mentioned
technique, effective terms of the promotional activity of a business firm can be developed
Alsharji, Jabeen and Ahmad, 2019). For the given report document operational working of an
SME i.e., Cafepod Coffee will be taken into consideration. The provided report will focus on
producing a marketing plan so that provided firm can meet its marketing goals. In addition to
this, the use of marketing models, as well as theories, will also be taken into consideration (de
Vries, Veer and de Vries, 2018).
Overview of organisation
Cafepod Coffee Co. is an independent coffee business that dedicates its operations to
producing quality products and is based in London with its establishment in 2011. The respective
firm was founded by entrepreneurs Peter Grainger and Brent Hadfield. The provided firm
integrates their business working through thriving quality coffee for adventurous coffee drinkers
to enjoy at home (Enyinda and et. al., 2020).
Main Body
Social media platforms
A social media platform refers to a stage on which various marketers of a business firm
can simplify their marketing activities of the firm. In context to operational working at Cofepod
Coffee Co. following are the social media platforms that can be taken into consideration for
operating effective firm’s promotional activities (Ibrahim, 2022);
Paid Media
Under this media platform manager at Cofepod Coffee will be able to deliver external
marketing efforts that include a paid placement. For the provided platform wide range of
customers as an audience can be captured and also has a long-term effect in the marketplace.
Following are some inclusive elements under the provided media platform;
 Social media Ads
 Paid searches
 Retargeting
Owned Media

For this media platform authorities at Cofepod Coffee are able to communicate
information or related promotional activities at the business firm. It allows managers of the firm
to perform a variety of marketing activities that are at nominal cost. Following are some
elements of the provided social media platform;
 Email
 Website
 Social media posts
Earned Media
The platform of earned media refers to publicity gained through promotional efforts other
than branding or advertisement. For this social media platform, respective individuals at Cofepod
Coffee are able to integrate a true sense of social media marketing (Pandey, Nayal and Rathore,
2020). Following are major elements of the provided social media platform;
 Shares
 Reposts
 Reviews
Attainment of marketing goals
The marketing goals can be defined as the process for which integrated efforts can be
produced for promoting products or services of the business firm in the firm’s operational
market. With regards to operational working at Cofepod Coffee managers of the firm takes
consideration of marketing mix model (Rakshit and et. al., 2021);
 Product: For the provided business firm i.e., Cofepod Coffee managers of the firm
mainly focus on coffee as the product. With inclusive of the element dedicated efforts are
invested by business managers to deliver a good quality of product to its customers
keeping in mind long term existence of the SME.
 Price: In this section of the marketing mix, prices for the respective company’s products
are kept nominal to attract more and more consumers. The strategy for the given firm
highlights coordinated terms on the basis of which long term business goals can be
accomplished.
 Place: Under this element, appropriate discussions with regards to the place of selling can
be taken into consideration. The place for delivery of company’s product is decided in the

region of London focusing on porch areas in the city of London. The location for the
respective firm was decided by taking into consideration
 Promotion: For this aspect of the marketing mix model various term highlighting
promotional aspects of the business firm is being taken into consideration. With regards
to operational working at the chosen company, several techniques of digital media
marketing will be taken into consideration.
 People: For the provided segment of the marketing mix, various stakeholders of the
business firm are being taken into consideration. Taking the instance of provided
operational firm better terms of working can be delivered by maintaining a positive
operational environment at the workforce.
 Physical evidence: In the provided element of the model, effective strategies are built
taking into consideration developing trust between customers and the company’s
operational workings. For this element physical evidence of the firm guided through a
physical location, proof is provided to customers. With regards to the chosen firm, the
registered office address is Hyde Park House, 5 Manfred Road, London, United
Kingdom, SW15 2RS.
Marketing budget
Budget Amount
TV advertisement $750
Hoardings $800
Paid promotions $1,500
Commission to agent $4,000
Paid media $2,000
Total $9,050
Capital
Short Term Amount
Trade Credit $1,500

Commercial bank loan $3,500
Long Term
Secured loan $15,000
Business Loan $30,000
Total $50,000
Performance analysis
The provided element of the marketing plan provides variances of metrics or components
documented in the marketing plan. The managers at respective firm i.e., Cofepod Coffee
includes the following elements for their performance analysis of the marketing plan;
Performance analysis Evaluation
Revenue variance analysis This element concentrates on recognizing any
fluctuations in the revenue stream for the
business under a certain period of time. With
respect to chosen business effective basis of
operations can be integrated when delivering
business operations over a long period of time.
Market share analysis For this segment of performance analysis,
analysis is drawn taking an instance of
attaining market share of an organisation is
being considered. Managers at the respective
firm develops better standards for measuring
increasing sales and formulate relations with
sales of the firm.
Expenses analysis Under this element, the ratio of marketing
expenses and sales ratio is being taken into
consideration. The managers of the firm use
this element when comparing industrial
standards at the operational marketplace.

Conclusion
From the analysis of above report document, it can be concluded that various social
media platforms are being taken to use by an SME to deliver its promotional activities.
Reflecting on the nature of SMEs’ the promotional aspect under marketing plays a crucial role
that defines success for the respective firm. Through the analysis of the marketing mix model
applied in the report better terms of the operational working of the firm were being defined.

References
Books and Journals
Alsharji, A., Jabeen, F. and Ahmad, S.Z., 2019. Factors affecting social media adoption in small
and medium enterprises: evidence from the UAE. International Journal of Business
Innovation and Research, 19(2), pp.162-182.
de Vries, H.P., Veer, E. and de Vries, K.V., 2018. An examination of SME social media use in
the food industry. Small Enterprise Research, 25(3), pp.227-238.
Enyinda, C.I., Opute, A.P., Fadahunsi, A. and Mbah, C.H., 2020. Marketing-sales-service
interface and social media marketing influence on B2B sales process. Journal of
Business & Industrial Marketing.
Ibrahim, B., 2022. Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis
Examination. Journal of Promotion Management, 28(1), pp.60-90.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Rakshit, S., Mondal, S., Islam, N., Jasimuddin, S. and Zhang, Z., 2021. Social media and the new
product development during COVID-19: An integrated model for
SMEs. Technological Forecasting and Social Change, 170, p.120869.