Description
You need to make a max 10 pages marketing planner, I will attach the model, the requirements, and the formatting template for the planner in the following file.But you will need to look for a brand to send me first before doing so (definitely within the next 24 hours), providing me with the brand of your choice. Because I have to go to my teacher to check if the brand chosen is ok to write, and when the teacher allows it, you can then go ahead and complete the planner for that brand.In the “Requirement” section, there are brands that have been chosen by other students, so please check them out, as we can’t use the ones that have been chosen by others.E-marketing plan is an individual assignment. For this assessment, you are required to select a firm or brand. The firm (local or international; small and medium enterprise would be better) should have an active English website.You need to prepare an e-marketing plan for the selected firm or brand. You should follow the marking guide/rubric available under the assessment tab on the Blackboard; and, prepare e-marketing plan for the selected firm accordingly. One of the key elements of e-marketing plan is to suggest 4P strategies for the selected firm, under which students are expected to develop a social media post or an electronic direct mail (EDM) targeting the specific group of customers in order to achieve specific objective(s).
Unformatted Attachment Preview
E-Marketing Plan
Please follow the below structure and information under each section while preparing
the E-Marketing Plan – [as per the rubric attached in the Blackboard]
1.
Introduction: Focus on
– The company (brief overview of the company’s product offerings, target segments,
digital marketing presence)
– The industry (competitors, market growth and competitiveness).
2.
SWOT Profile and Current 4P Review:
– SWOT: prepare a SWOT table for the company – list of S (Strength of the
company), W (Weaknesses), O (Opportunities) and T (Threats). This focuses on the
micro and macro environmental factors that the company is facing with special
reference to the company’s online presence.
– Current 4P review: identify the strengths and weaknesses of their current Product,
Price, Place, and Promotion (3 – 5 dot points).
– Conclusions: based on the SWOT and 4P review, provide a brief conclusion on the
major issues/challenges facing the company that could be addressed by digital
marketing.
e.g., Company A is loosing consumers left and right due to their lack of customer
services. They are not able to service a large number of customers that they have
built over the past decades.
2.
E-marketing objectives: State 2 to 3 e-marketing objectives that the
company may wish to achieve in next 1-2 years. It could be increasing online
customer base by XX%, as an example. These objectives should aim to address the
issues/challenges identified in Section 2.
e.g., The goal in the next 12 months is to fully digitalise customer management
system.
3.
E-Marketing strategic planning: Focus on your proposed company’s
segmentation, targeting, differentiation and positioning strategies especially for its
operations in online. i.e. what specific customer base the company is targeting by
going online, how it is differentiating from its competitors, and how it is positioning its
offers to the customers’ mind. It is recommended to show a comparative view of the
current and future segmentation, targeting, differentiation and positioning strategies
of the firm.
5.
E-Marketing strategies – Part 1: Now you need to recommend 4 P
strategies through which the company can achieve the above-mentioned objectives
and describe those strategies. Note that you do not need a recommendation for each
P but rather focus on the recommendations that address the marketing objectives.
6.
E-Marketing strategies – Part 2: Develop a meaningful a social media post
or an EDM (electronic direct mail) for the selected firm/ brand to achieve a specific
objective and justify.
7.
Implementation: In order to implement the planned strategies, you need to
execute several relevant activities such as – making the website more interactive (as
an example), pursuing AdWords PPC campaign, something like that… Thus, in this
section, you need to discuss the relevant activities that are required to execute in
order to implement the 4 P strategies.
8.
Budget and Evaluation: This is more of arbitrary numbers than actual unless
the client is willing to share their numbers with the students. You need to guess
realistically how much the company needs to spend for all these activities. Then
discuss how you will measure/evaluate the effectiveness of your plan i.e. specifically
what metrics you will look for to check whether you have achieved the objectives or
not.
The biggest problem is that I need to determine a brand in these two days, and then I
need to submit it to get the teacher’s approval
Specific requirement: important ↓
These brands have already been chosen, so they can’t be chosen again.
WICKED KOMBUCHA
E-MARKETING PLAN
Name:
Student ID:
Class: Digital Marketing Strategy
Tutor Name:
Introduction:
Company:
In 2018, a micro-brewery called Wicked Kombucha was established in the suburb of
O’Connor, Perth, Western Australia. Since then, the brand has created six flavours using
modern equipment and traditional production methods to manufacture each kombucha drink.
The flavours offered by Wicked Kombucha include 01 Earl Grey, 02 Ginger, 03 Elderflower,
04 Hop Zest, 05 Apple and 06 Lemon Thyme. Each flavour is full of probiotics and low in
sugar, as they’re constructed from the finest quality certified organic tea and fruit juices that
are freshly prepared on-site. Health benefits such as improved gut health, lower cholesterol
and inflammation levels are promoted by Wicked Kombucha as a way to appeal to healthconscious consumers. The brand’s products can be purchased in around 80 outlets ranging
throughout Perth, Western Australia or online through the official Wicked Kombucha website
(Wicked Kombucha, 2018).
Industry:
In 2020, it was predicted that the global kombucha market will be worth around 10.45 billion
USD (14.02 billion AUD) by 2027 as it grows by 23.2% (Fortune Business Insights, 2020).
The reason as to why kombucha drinks have been gaining rapid popularity around the world
is because they are deemed an ideal alternative to alcoholic beverages (NASDAQ, 2021). As
consumers are becoming more aware of the damaging effects alcohol has on their mental and
physical health, the non-alcoholic beverage industry in Australia has increased by 18.5%
from 2019 to 2020 (Australian Bureau of Statistics, 2020). Furthermore, a study conducted by
the International Wines and Spirits Record (IWSR) showed that 71% of Australians intend to
increase their no-or-low-alcohol consumption, thus suggesting that the non-alcoholic industry
within Australia will grow a further 16% by 2024 (Brescia, 2021). With Wicked Kombucha
being a small Australian player within the kombucha market and non-alcoholic beverage
industry, major Australian players such as Remedy Kombucha, Lo Bros Kombucha and
Mojos Kombucha (Van Den Bergh, 2021) are their biggest competitors.
SWOT Profile:
Strengths
•
Wicked Kombucha is listed on the first page
when “Organic kombucha drinks in Perth” is
typed into Google.
•
A product differentiation feature of Wicked
Kombucha drinks is the genuine craft production
process and use of natural ingredients. Wicked
Kombucha has stated on their website that they
freshly prepare the juices on-site only using
certified organic ingredients from local suppliers
(Wicked Kombucha, 2018). This sets them apart
from the big competitors within the Kombucha
market who have been known to create artificial
/ non-organic kombucha drinks. As they speed
up the production process and substitute natural
ingredients with cheap materials such as
sweeteners (Woolfson, 2021).
•
Wicked Kombucha is available to be purchased
online through their website or instore
depending on which purchase channel is more
convenient for the consumer.
•
Furthermore, the Wicked Kombucha website is
simple for consumers understand and navigate.
With the addition of the “stockist” option for
consumers to easily find which stores within
their chosen area stock Wicked Kombucha
products.
Weaknesses
•
Wicked Kombucha’s social media profiles on
both Instagram and Facebook lack a great sense
of aesthetic continuity and brand identity. As the
posts are of average quality photos with outdated
filters and editing techniques applied to them.
Content that is not considered visually
appealing on social media tends to result in a
lack of brand and consumer engagement (Syrdal,
Briggs, 2018).
•
Wicked Kombucha fails to regularly post
content on both their Instagram and Facebook
pages, with the last post on Instagram being
uploaded on the 13th of November 2021.
Consequently, this can limit Wicked
Kombucha’s brand awareness, rank in search
engine results and conversion rates (Wigfield,
2021).
•
Consumers within Western Australia value
brands who promote a strong sense of
community. Wicked Kombucha however show
little to no evidence of the community who
create or supply their products on their website
and social media accounts. With there being no
specific and/or visual information about the
production process or where the natural
ingredients are supplied from, Wicked
Kombucha can’t effectively communicate the
distinction between a genuine craft kombucha
product vs. a mass-produced kombucha product.
•
As stated before, Wicked Kombucha’s websites
simple design and layout is very effective.
However, the composition and choice of
promotional photos can be improved, in order to
make the website have a strong clear aesthetic in
which is more engaging to consumers.
•
Furthermore, Wicked Kombucha’s website
doesn’t display any customer retention features
such as VIP Mailing Lists. This is a weakness
that can place Wicked Kombucha behind their
local competitors as ROK Kombucha,
Kommunity Brew and Hippie Kombucha
websites all display this eCommerce strategy.
Opportunities
•
As the non-alcoholic beverage market has
shown to be increasing within Australia (Mayoh,
2021), Wicked Kombucha has an opportunity to
promote their products as a healthy yet still
sweet and refreshing alternative to alcohol and
soft drinks within the market
•
Wicked Kombucha has the opportunity to
collaborate with local pubs and breweries around
Perth to create engaging promotions in the form
of new products for the brand. Wicked
Kombucha’s various flavours can be served on
tap or incorporated into mocktails within local
pubs and breweries, as it will increase the
brand’s sense of community and exposure into
the non-alcoholic beverage market
•
Wicked Kombucha can explore affiliated
marketing techniques such as paying small Perth
influencers and food blogs to publicize the
promotional products/campaigns by posting
about it on their social media. This allows the
brand’s campaigns to reach a larger audience,
thus intriguing new customers.
Threats
•
Consumers may be hesitant to try/purchase
Wicked Kombucha products, because they’re
loyal to familiar big Kombucha companies such
as Remedy, Lo Bros and Mojos
•
The uncertainty and high risk of people within
Western Australia being exposed to catching
COVID-19 and many social venues becoming
hot spots for the virus can pose a threat to the
success of the opportunity to collaborate with
local bars and breweries. Because with less
people known to go out and socialise within
these public settings as a way to avoid catching
Covid, the promotional collaboration campaign
may not be as successful.
•
Lastly, the promotional campaign created
through the collaboration of Wicked Kombucha
and local breweries can potentially lose the
excitement and ‘hype’ of their being a new
healthier non-alcoholic drink option in the
market because consumers have moved onto
something different.
E-Marketing Strategic Planning:
Segmentation and Targeting:
Wicked Kombucha’s current geographic segmentation consists of consumers who live in
Perth, Western Australia. This is due to Wicked Kombucha only having been established four
years ago in 2018 (Wicked Kombucha, 2018), resulting in the brand still trying to build
customer loyalty within the local community in which Wicked Kombucha is based.
The current demographic of consumers purchasing Wicked Kombucha products is comprised
of 18-24-year-olds. Due to young Australian adults becoming more aware of the health risks
associated with alcohol consumption (Asia News Monitor, 2018), the number of Australians
who don’t consume alcohol aged between 18-24 has found to have doubled in the past 20
years (Drinks Digest, 2021). Thus, resulting in the non-alcoholic drinks market to grow a
further 16% by 2024 (Brescia, 2021) with consumers looking for healthier beverage options
as a substitute for not only alcohol but for other non-alcoholic drinks such as soft drinks and
juice.
Furthermore, Wicked Kombucha defines its psychographic segmentation of consumers as
individuals who value and show interest in living a social and healthy lifestyle. The brand’s
kombucha drinks having been produced with low levels of sugar along with being rich in
probiotics and antioxidants (Wicked Kombucha, 2018), appeals to consumers who value their
health and express benefit seeking behaviour. As they purchase Wicked Kombucha products
with the expectation that they will receive health benefits such as a reduction in
inflammation, low cholesterol levels and improved gut health (Wicked Kombucha, 2018).
Differentiation:
Wicked Kombucha has differentiated themselves from their competitors by executing
innovated products. On a large scale Wicked Kombucha competes with multinational brands
such as Remedy Kombucha, Lo Bros Kombucha and Mojos Kombucha. However, to keep up
with high consumer demand for their kombucha products, these big market players have been
considered and investigated for substituting natural ingredients with cheap alternatives such
as sweeteners (Woolfson, 2021). Resulting in these big-name brands producing a less than
authentic product that many refer to as kombucha soda. Nonetheless, Wicked Kombucha’s
unique selling point of only using organic fruit juices and teas freshly prepared on site, along
with the beneficial health microbes developed during the fermentation process within their
products (Wicked Kombucha, 2018). Has allowed the brand to achieve product innovation
that appeals to their niche consumer demographic.
Positioning:
As stated above, through Wicked Kombucha’s differentiation strategy of product innovation
the brand positions itself as valuing the health benefits of using all-natural ingredients and a
traditional production process to create authentic kombucha products. However, to further
appeal to their consumer base market, Wicked Kombucha should aim to position their brand
more as a better non-alcoholic drink option through e-commerce distribution channels such as
their social media pages and website.
E-marketing Objectives:
Two e-marketing objectives Wicked Kombucha should aim to achieve within the next 1-2
years are stated below:
1. Build greater brand awareness and increase social media following on Instagram and
Facebook by 30%
2. Develop a clear brand identity for the company’s website, to increase the online
customer base by 10%
E-Marketing Strategies – Part 1:
Product:
Wicked Kombucha should investigate in developing new products as a result of collaborating
with local Perth bars and breweries such as Gage Roads. The brand can supply these local
bars and breweries with their kombucha products, which can then be distributed by tap and
incorporated into new mocktail flavours for consumers who don’t want to drink alcohol but
still want to enjoy the social atmosphere of the venue.
To attract the brand’s consumer demographic into purchasing the new collaborative products,
Wicked Kombucha can promote a social media campaign called #WickedHour. Wicked Hour
is wordplay for the famous phrase Happy Hour, in which during a certain time period the
price of drinks at a bar is reduced. Any customer who purchases a Wicked Kombucha pint or
mocktail from the local bar/brewery and shares a photo of the product on their Instagram
story attached with #WickedHour, will receive a discount (similar to the concept of Happy
Hour) on their second Wicked Kombucha drink purchase.
Furthermore, the brand can include the kombucha mocktail recipes sold in the local bars and
breweries on its website, so consumers can enjoy the new great tasting product in the comfort
of their own homes. The kombucha mocktail recipes will outline the specific flavour of
Wicked Kombucha and any other ingredients needed, along with the steps required to
recreate the drinks. This can help achieve increasing Wicked Kombucha’s online customer
base, as consumers can purchase the main ingredient (that being the specific Wicked
Kombucha drink flavour) in the same place (website) as the recipe.
Price:
Value-based pricing is a strategy where companies set the prices of their products based on
the consumer’s perceived value of that good or service. It is suggested that brands established
with innovative and high-quality products should take advantage of the value pricing strategy
model, as consumers are willing to pay more for the added improvements and features that
aren’t offered by other competing brands (Bloomenthal, 2020). This is seen as one of Wicked
Kombucha’s largest competitors, Remedy Kombucha who has been speculated to substitute
natural ingredients with cheap materials such as sweeteners (Woolfson, 2021) sells its 330ml
drink for around $2.37 each (IGA, 2022). Whilst Wicked Kombucha sells its 330ml drink for
around $3.49 each (Tucker Fresh IGA, 2022). Furthermore, with 40% of consumers willing
to pay a higher price for goods that offer health/wellness benefits (IBM, 2020), a value-based
pricing strategy will better suit Wicked Kombucha’s consumer market. Because the higher
price reinforces the value of the certified authentic and organic products the brand offers, as
they are proven to provide a range of health benefits.
Place:
Social Media:
As stated in the SWOT analysis, Wicked Kombucha fails to post regularly on both their
social media platforms Instagram and Facebook. The brand should adopt an effective social
media cadence, which is defined as the pattern of content a business regularly posts to its
consumers about the goods or services offered (Gochnour, 2019). A regular social media
cadence will allow Wicked Kombucha to achieve greater brand awareness and increase its
social media following, as consumers are more likely to engage with a brand that posts
content once or twice a day compared to once a month (Faulkner, 2016).
What’s more, to successfully advertise the new promotional product #WickedHour, the brand
can utilise the affiliated marketing technique of partnering with small Perth influencers
dedicated to sharing exciting new food and beverage promotions to their following through
social media.
Website:
Although Wicked Kombucha’s website as addressed in the SWOT analysis has a simple
layout and format which makes it easy for consumers to navigate, there is a lack of written
and visual information regarding the production process or where the natural ingredients of
the drinks are supplied from. Resulting in the brand ineffectively communicating the
distinction between a genuine craft kombucha product vs. a mass-produced kombucha
product. This clarification showed through the inclusion of specific information and strong
aesthetically pleasing imagery will build consumer trust and a sense of community amongst
the target market (Sanchez, 2019), thus helping Wicked Kombucha achieve a 10% online
customer base increase.
Lastly, Wicked Kombucha should incorporate hyperlinks within the kombucha mocktail
recipes as they clearly direct consumers where to purchase the specific Wicked Kombucha
flavour needed to recreate the drinks. Hyperlinks are an effective ‘call-to-action’ strategy as
they improve conversion rates and page views (Mitchell, 2011) thus achieving the brand’s
marketing objective of increasing its online customer base by 10%.
Promotion:
Paid Advertisements on Social Media:
Investing in paid advertisements on social media channels such as Instagram and Facebook is
an affordable way for brands to access advanced targeting features to reach new consumers
and access to useful account insights (Brandi, 2019). Wicked Kombucha should investigate
adopting paid advertisements as a part of their promotion strategy as their consumer
demographic of 18–24-year-olds make up around 30.1% of current active users on Instagram
alone (Statista, 2022). With paid advertisements on Instagram and Facebook allowing brands
to advertise directly to consumers based on their age, interests, behaviour, and location,
Wicked Kombucha can reach its objectives of increasing their brand awareness, social media
following and online customer base.
Affiliated Marketing:
The affiliated marketing technique of partnering with local Perth influencers dedicated to
sharing exciting new food and beverage promotions to their social media following, is a
beneficial way Wicked Kombucha can promote the #WickedHour campaign. Social media
influencers can effectively target campaigns to consumers as they communicate content in
visually appealing posts, have a large follower network along with follower trust (Leung, Gu,
Palmatier, 2022). As stated above, with 30.1% of current active users on Instagram being 18–
24-year-olds (Statista, 2022), Wicked Kombucha can promote a sense of community to their
consumer demographic by partnering with local Perth social media influencers on Instagram.
Thus, resulting in the brand achieving greater brand awareness and increase in their social
media following.
E-Marketing Strategies – Part 2
Promotional Campaign Post for Instagram:
Kombucha Flavour Profile Post for Facebook:
Justification:
The promotional #WickedHour Instagram post aims to achieve the e-marketing objective of
building greater brand awareness and increase their social media following by 30%. The
aesthetically pleasing imagery visuals and composition creates a fun and social brand identity
for Wicked Kombucha, that will appeal and intrigue the young consumer demographic of 1824-year-olds. Whilst the Wicked Kombucha flavour profile Facebook post aims to achieve
the marketing objective to increase the online customer base by 10%. As the clear descriptive
and visual information of each drinks natural ingredients allows consumers to distinguish
which flavour appeals to their own taste preference, enticing them to follow the brand’s
website link to place an online order.
Implementation Plan:
Strategy
Objective
Action and Responsibility
Date
Product
Build greater brand
New Product:
Start:
awareness and
•
Get in contact with local bars and breweries
June 2022
increase social media
around Perth, offering them be part of the
End:
following on
#WickedHour collaboration campaign
July 2022
Instagram and
Facebook by 30%
•
Research and create kombucha mocktail
Create:
recipes for #WickedHour and the official brand
June 2022
website
Upload:
July 2022
•
Upload kombucha mocktail recipes onto the
official brand website
Price
Develop a clear brand
Value based Pricing:
Start:
identity for the
•
Contact and work with local food and beverage
June 2022
company’s website, to
promotional photographers to take high-quality
Upload:
increase the online
aesthetic photos for the brand’s official website
June-December
customer base by 10%
and social media accounts
2022
Build greater brand
awareness and
increase social media
following on
Instagram and
Facebook by 30%
Place
Build greater brand
Social Media:
Create:
awareness and
•
Create and post kombucha flavour profiles for
June 2022
both Instagram and Facebook
Upload:
increase social media
following on
Instagram and
July-December
•
Facebook by 30%
Implement an effective social media cadence
2022
of posting content on both Instagram and
Facebook once to twice a day
Place
Develop a clear brand
Website:
Create:
identity for the
•
Re-write/include information on the “About
June 2022
company’s website, to
Us” page section on the brand’s website about
Upload:
increase the online
the production process and where the natural
July 2022
customer base by 10%
ingredients of the drinks are supplied from. To
effectively communicate to consumers the
distinction between a genuine craft kombucha
product vs. a mass-produced kombucha
product.
Promotion
Develop a clear brand
identity for the
Paid Advertisements on Social Media:
Create:
June 2022
company’s website, to
•
Plan and set goals for account insights
Upload:
increase the online
regarding the number of followers, likes,
June-December
customer base by 10%
comments and views gained
2022
•
Promotion
Set an affordable budget
Build greater brand
Affiliated Marketing:
Start:
awareness and
•
Construct formal email attached with important
June 2022
increase social media
information regarding #WickedKombucha
End:
following on
campaign
July 2022
Instagram and
Facebook by 30%
•
Research and contact local Perth influencers
who focus on promoting food and beverage
promotions
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Faculty of Business and Law
School of Management
