Entrepreneurial Marketing: Social Media Plan for Frugi Clothing Brand

This project presents a social media marketing plan for Frugi, a UK-based organic children's clothing brand. It begins with an executive summary and introduction, followed by a detailed marketing audit encompassing internal and external factors, along with a SWOT analysis. The plan defines specific objectives, identifies the target audience, and outlines the use of various social media zones and vehicles, including Facebook, Instagram, YouTube, and blogspots. An experience strategy and activation plan are also included, detailing the implementation of social media campaigns. The project addresses managing and measuring campaign effectiveness, offering a conclusion, and references to support the analysis. The core objective is to increase brand awareness and sales through strategic social media engagement.

Entrepreneurial Marketing

EXECUTIVE SUMMARY
Frugi is one of the leading organic children’s clothing brand in the United Kingdom and offers a
wide and diverse range of clothing apparels, accessories and other products for new born babies,
children and new mothers. The company is headquartered in Cornwall, England and the CEO of
the company is Hugo Adams. The company has also started offering its products in the
international markets and is growing at a very rapid rate. The following project report aims to
prepare a social media marketing plan for the company after an evaluation of the current
marketing situation of the company. Social media marketing plan of the company is based on
social community or relationships and social publishing using vehicles such as Instagram,
Facebook, YouTube and Blogspots.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MARKETING AUDIT....................................................................................................................1
Internal:........................................................................................................................................1
External:.......................................................................................................................................1
SWOT:.........................................................................................................................................3
OBJECTIVES..................................................................................................................................3
TARGET AUDIENCE....................................................................................................................3
SOCIAL MEDIA ZONES & VEHICLES......................................................................................4
Social Community:......................................................................................................................4
Social Publishing:........................................................................................................................5
EXPERIENCE STRATEGY...........................................................................................................5
ACTIVATION PLAN.....................................................................................................................5
MANAGING & MEASURING......................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Social media marketing can be described as the use of various social media platforms for
interacting and communicating with the target audience to increase sales, build brand awareness
or derive traffic (Tuten and Solomon, 2017). Frugi is a company which offers a wide range of
organic clothing apparel for children aged between 0-5 years and new mothers and is
headquartered in Cornwall, England. In the following project report, an attempt has been made to
identify and assess the current marketing strategy of Frugi and outline a social media marketing
plan based on the results and outcomes of marketing audit which can help the company to
increase sales and attract more customers.
MARKETING AUDIT
Internal:
Internal factors refer to the factors or elements within the organisation which influence the
operations and functioning of the company (Kuratko, Hornsby and Covin, 2014). Internal factors
with respect to Frugi which are being considered are as follows:
Corporate Culture: Corporate culture refers to the values and vision of the organisation
which act as guiding principles for the key business activities and operations. In the context of
Frugi, the company has a strong culture of integrity and high values of customer satisfaction
which has influenced the management of the company to communicate these values effectively
to the potential customers with the help of its marketing plan and strategy.
Organisational Structure: Organisational structure determines the execution of tasks and
assignment of responsibility within the organisation for accomplishment of goals, targets and
objectives. Mutual cooperation and specialisation are aimed by the management of Frugi to
complete the tasks and deliver a high quality of customer service and achieve high level of
customer satisfaction.
External:
External environment factors refer to the factors outside the control of business organisation
and which influence the process of managerial decision-making (Munro and Belanger, 2017).
External marketing research of Frugi is being conducted to determine the situation of current
marketing plan and strategy of the company and it can be done by taking into consideration
different factors for evaluating the marketing plan and strategy of the company:
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Political Factors: Political factors such as government policies and guidelines needs to be
taken into consideration by the management of Frugi before adopting any marketing policy or
strategy. The current marketing strategy is being done along the lines of organic and ethical
clothing for children which is in harmony with the political situations.
Economic Factors: Economic factors involve level of income, inflation, price sensitivity
etcetera in the country or the business territory. It is important for the management of Frugi to
determine the economic implications and choose the right way of positioning the product in the
market. The current product is being offered in the market as a premium clothing apparel for
children which might be understood as an expensive product also which needs to change as an
ineffective marketing strategy. It might increase the sale of competitors of Frugi such as
Seraphine and Isabelle Oliver
Social Factors: Trends and consumption behaviours is one of the most important
consideration to be made before choosing any particular marketing strategy. The management of
Frugi has adopted a marketing plan which creates a premium and high quality image for the
products being offered and it is hence, in harmony with the increasing preference of people to
enjoy a high standard of living and goods of better quality and premium nature.
Technological Factors: Technology has ever changed the dynamics and tools of marketing
and every such change is important to be considered by the management before adopting any
marketing plan. The company is using social media or online tools such as webpages and
websites to market the products but there exists a lot of potential in terms of other social media
marketing tools available for Frugi.
Legal Factors: Legal guidelines are being taken care of and the company has prepared the
marketing plan as per the various rules and regulations and has also obtained various healthy and
safety licenses. All such information is also being properly communicated by the managers of
Frugi in the form of its current marketing strategy.
Environmental Factors: Company has been promoting ethical sourcing and organic products
as a key element of its offerings and heavily relies on promoting sustainability through its current
marketing plans and strategies which has proved to be of great effectiveness (Hackney and et. al,
2018). Environmental protection and care is one of the key attributes that could be used to
improve public image and goodwill through effective marketing and communication.
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SWOT:
Strengths: Premium and Quality products Ethical sourcing and sustainability promotion Compliance with legal guidelines Agreement with government policies
Weakness: Lack of technological innovation Expensive product image Poor social media management Ineffective customer engagement and relationship management
Opportunities: Improving public image and goodwill by environmental protection Catering to the demands and needs of high quality and premium products
Threats: Low brand awareness due to poor use of online marketing Shift in consumers due to an image of expensive product
OBJECTIVES
Objectives refers to the desired outcomes and benefits as a result of implementation of a
marketing plan or strategy (Litman, 2010). Objectives of the marketing plan which is primarily
based on effective social media management to increase brand awareness by the managers of
Frugi can be described in terms of SMART objective as follows:
 To increase the sales of the company by 7% in the next four months with extensive use of
various tools of social media marketing and increasing brand awareness of the company.
 To increase the followers of the company on platforms such as Instagram, Facebook and
YouTube by 18% in the next four months.
TARGET AUDIENCE
The target audience of the social media marketing plan who could possibly be the future
customers of Frugi primarily includes people who are aged between 24-35 years of age and are
either about to get married or about to have a baby. Existing parents also form the key target
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audience of the company who have children aged between 0-5 years of age. There a heavy
influence of social media on the lives of the target audience which forms the argument to the
marketing plan. Organic clothing apparel also appeal to the women who are about to deliver a
baby or already have and there has been an increasing preference and trend of organic clothing
among the newly wed couples or parents in the United Kingdom region which entirely forms the
key target audience of the company’s social media marketing plan.
SOCIAL MEDIA ZONES & VEHICLES
Social media zones refer to the various dimensions of social media and its use. There are
basically four different zones of social media which are: social community or relationships,
social publishing, social entertainment and social commerce. Various tools can be used within
each zone which are termed as vehicles. The management of Frugi is already making effective
use of social commerce by selling its products online through various platforms and websites.
The selected social media zones and vehicles for the social media marketing plan of Frugi are
being described as follows:
Social Community:
Social community can be described as a social media zone or dimension which involves
using different channels and vehicles to interact and communicate with community and build and
develop long-term effective relationships. Two-way and multi-way communication is facilitated
with the help of using various channels under social community and helps individuals,
organisation or people to communicate with the desired and target audiences. The various
channels include social networking sites and message boards. Social community is selected as an
important zone for social media marketing plan for Frugi because there is a need to make
policies which can help the company in building brand awareness and let people know about the
products which are being offered by it (Davis, Piven and Breazeale, 2014). Although the
products which are being offered by the company are premium, best quality and favoured by
many people, there exists a very significant proportion of the company’s potential customers
who are not even aware about the products being offered. Also, social community can be used to
maintain long-term relationships with the customers and induce brand loyalty. The various
vehicles which will be used as a part of the social media marketing plan of the company for
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social community and relationships are Facebook and Instagram for interacting and engaging the
customers.
Social Publishing:
Social publishing refers to the spread of information about the product and services which
are being offered by an organisation. It helps in providing the tools to the customers which they
can use to make an informed decisions primarily in the case of online shopping and e-commerce
(Moulin, 2014). Social publishing is selected as a zone for social media marketing plan of Frugi
as it is essential for the company to spread information about its products to the potential
customers. Vehicles which will be used for social publishing are blogspots and YouTube.
EXPERIENCE STRATEGY
This has been identified that Frugi, formulated efficient strategy and decided to undertake
use of technology in the way of combining different type of social media zones that have been
selected by this fashion brand company from wide range of alternative in order to successfully
reach out to large space of individuals in effective period of time frame (Effing and Spil, 2016).
In addition to this it has been evaluated that respective organisation duly selected social media
zones that involve social relationship as well as social publishing zones. Further it has been
identified that in terms with social publishing zone Frugi, is effectively looking towards taking
use of YouTube and BlogSpot as to encourage maximum number of individual. On the other
hand in context with social relationship zone respective organisation with the assistance of
Facebook and Instagram aim towards attracting attention of large scale of individuals. By taking
assistance of these zones company aim towards capturing interest and attention of number of
individuals in order to increase the purchasing behaviour towards company services and
products.
ACTIVATION PLAN
To accomplish organisational objectives while assuring successful outcomes in relation with
social media strategy Frugi effectively comes up with efficient action plan. In context with this
has been identified that entity will undertake use of different type of social media campaigns in
the time period of July 2020 to October 2020. With this respective organisation effectively aim
towards attracting maximum number of individual interest as to increase financial performance
of entity in a well effective manner while ensuring organisation sustainable growth. In addition
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to this main motive of activation plan is to increase company followers on different social media
platforms like Instagram and Facebook that further allow entity to influence their maximum
attraction with different type of product and services and maximize overall profitability and
productivity of organisation in effective manner. With the assistance of this company can
effectively maximize their overall sales and can influence maximum number of individual in best
effective manner (Ryan, 2015). It further allows entity to maximize that market share holding in
respective industrial sector.
MANAGING & MEASURING
Particulars June £ July £ August £ September £
Market Research 5250 8150 13200 15550
Owned Media (Blog) 4150 6800 8100 12050
Video Adverting
(Youtube)
18150 17550 18200 4600
Social Media
(Facebook)
20350 15200 20100 14100
Marketing Platform 15400 9600 12200 5550
Creative Design
Software
8400 9100 7600 6550
Recruitment 5300 4550 7050 10100
Hardware 7300 3550 5550 11550
Total 84300 74500 92000 80050
It has been evaluated that with the assistance of promotion and marketing activities in
context with social media plan of Frugi essential functions will take place in accordance with
above given budget, as it allows organisation to fulfil end outcomes in a measurable way and
further judge them according to two different parameters that include objectives achievement and
cost. In terms with cost it has been identified that amount which is given in budget will be
compared with actual cost occurred in order to identify difference between them, if there any.
Along with this it has been evaluated that in terms with social media result plan this will get
compared with laid down objectives of plan as to effectively evaluate the extent to which social
media plans effectively response towards organisational success, profitability and increase in
followers of company social media pages like Instagram and Facebook.
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CONCLUSION
On the basis of above project report, it can be concluded that social media marketing is one
of the most important and vital tools in today’s era which can be used by the management of any
organisation to increase sales and increase brand awareness at low costs. Social media marketing
requires an effective planning by the managers. It can also be concluded that various zones of
social media such as social community and social publishing are being focused at by the
managers of Frugi as an aspect of the company’s social media marketing plan. At last, it can be
concluded that with the help of effective implementation of the recommended social media
marketing plan, the management of Frugi can achieve the objectives of sales growth and brand
awareness in an effective and optimum manner.
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REFERENCES
Books and Journals
Davis, R., Piven, I. and Breazeale, M., 2014. Conceptualizing the brand in social media
community: The five sources model. Journal of Retailing and consumer services. 21(4).
pp.468-481.
Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management. 36(1). pp.1-8.
Hackney, F., Saunders, C., Willett, J., West, J. and Hill, K., 2018. Designing a sensibility for
sustainable clothing.
Kuratko, D.F., Hornsby, J.S. and Covin, J.G., 2014. Diagnosing a firm's internal environment for
corporate entrepreneurship. Business Horizons. 57(1). pp.37-47.
Litman, T., 2010. Sustainability and livability: Summary of definitions, goals, objectives and
performance indicators.
Moulin, H., 2014. The strategy of social choice. Elsevier.
Munro, M.M. and Belanger, C., 2017. Analyzing external environment factors affecting social
enterprise development. Social Enterprise Journal.
Ryan, D., 2015. Understanding social media: how to create a plan for your business that works.
Kogan Page Publishers.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
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