PROPOSED DIGITAL MARKETING PLAN FOR WORLDWIDE VEGAN DAIRIES (2)

1 PROPOSED DIGITAL MARKETING PLAN FOR WORLDWIDE VEGAN DAIRIES Students name Institution Affiliation Instructor

2 Table of Contents Executive Summary 3 Introduction 3 Facts 5 Current search trends and keywords 5 Competition analysis 8 Key Findings 10 Persona Research 10 Benefits of research persona 12 Enable the company to understand their consumers 12 Enable the company to understand consumers' personal interest, thus improving consumer relations 13 Dictate the strategies and methods employed in the industry 13 Short Term Market Impact Tactics 13 Digital marketing through Facebook 13 Digital marketing through Youtube 14 Fiscal Oversight 15 Key Performance Indicators 15 Facebook followers. 15 Facebook comments and reposts 15 Youtube subscribers 15 Youtube views 15 Recommendations 16 References 16

4 consumer persona enables the company to classify its consumers into different categories to enhance marketing and advertising activities. It also makes one familiar with the market segments in the industry. A section that describes how the company will create an appropriate and effective short-term awareness tactic. For the company to achieve a short-term market impact in Australia's food industry, the organization will utilize platforms such as Facebook and youtube. 4 . This is after extensive research on various platforms that a company can use to create awareness in Australia. These platforms are essential in the project since they will be used to reach many customers in Australia. Lastly, the report provides a fiscal oversight that has used four KPIs that will be used to describe the previous recommendations. Further, the last section employs google analytics to report which digital market activities are effective and which activities appear to be ineffective; thus, they need to be improved or avoided in the company's operations. Introduction The advancements in technology and its equipment has led to the rise of new trends such as digital marketing in various industries. Digital marketing refers to the process of using the internet alongside online digital technologies to advertise and promote products, services and ideas. The emergence of Covid 19 has further contributed to the adoption of online marketing and shopping in different parts of the gobe. Therefore, companies are not geographically limited to promote and distribute their products to other countries 5 . The expansion of operations by Worldwide Vegan Diaries,Inc. to Australia appears to be a good idea which is favoured by various factors. These factors include Australia being Vegan friendly, Online marketing and shopping being a trend in the food industry among others. 4 Saravanakumar and SuganthaLakshmi, (2012.pp.4444-4451). 5 March.

5 Current Market Opportunity Facts Surveys and research have shown that Australia is the third country globally whose Vegan market is growing at a high rate. Statistics have shown that the number of Vegans in the country is increasing every year. For instance, in 2020, the sale of packed Vegan products reached $215 million, which increased from $ 135 million in the previous years. 6 . With an approximated total population of 25,499 million people, 2% of them belong in the Vegan community. Besides, an approximated 2.5 million people in the country are said to live in a diet that totally constitutes of vegetables alone or instead highly comprised of vegetables 7 . This is followed by the fact that about ten million people in the country are considered to live on a diet that constitutes less red meat. Further, research has shown that Australians have come together to form an organization whose members are Vegans. Vegan Australia is an organization that understands and respects animal rights and campaigns nationally for Veganism to be adopted. Current search trends and keywords With about 12 million people residing in Australia encouraging Veganism, the internet has shown that Veganism, Vegan, and Vegan Australia are the most searched words. Australia has also emerged as the leading country in terms of google searches for the word Vegan. Globally, Australia has the highest percentage of people searching for Veganism and vegan-related products. 8 . In particular, Sydney has emerged the leading in the number of Vegan searches in the country. Besides, the country has appeared to have the highest number of people exploring and inquiring about plant- based products in recent years. With the emerging trend in the Australian market where fast foods are cashing in at a higher rate 9 . Then businesses related to vegan products have a great chance of improving their production and incurring many profits than the previous years. 6 Grand View Research, 2019. 7 Kamiński et al. (2020.p.110759). 8 Google trends, 2017. 9 Google trends, 2020.

7 in the search for Veganism in Australia. The trend is seen to increase every year compared to the data from other countries. Figure 2. (Google trends, 2017) 13 Figure 2. clearly shows how Vegan products have been highly demanded in Australia. From 2017, the curve has never gone below the 50 marks. This is encouraging to the company since employing digital marketing as a strategy is predicted to be successful. The above data has shown how most citizens in Australia have decided to avoid consuming meat. Research by google trend has revealed that this trend in Australia is contributed by the fact that the country is concerned with human beings' health residing in Australia and the climate changes experienced. Further, it is better enough to acquire knowledge on the nature of competition a particular keyword is facing to determine the success of employing your market strategies in the industry. According to google trend, the competition facing this keyword is low. Vegan has appeared to be the most searched, and the margin between it and the following entity is wider. Gluten-free was the second most keyword to be searched by 13 IBID 7.

8 the people of Australia, followed by paleo. The two entities, however, show a decline in their search results in the previous years. 14 . This shows that vegan-related searches have been among the top key search terms in the country. These search terms have adopted a tendency of reaching more than 2500 searches every month. Competition analysis The emerging trend of vegan consumption has been reported to be on the rise in Australia. This new market trend has forced food-related companies based in Australia to shift their focus from producing animal-related products to plant-based products. 15 . The abrupt shift o focus has resulted in high competition in the vegan food industry. Each company has engaged in employing effective marketing strategies to enable them to thrive in the food industry. These companies have also considered to avoid animal- related ingredients while producing their products. According to research, packaged vegan food products in Australia have been worth $ 215 million in 2020 16 . This is a significant rise after the same research has shown that packaged vegan products in the country have been worth $ 60 million in 2015. The new market trend, which is characterized by the high demand for vegetarians and vegan proteins, serves as an indicator of where Australia's food industry is at the moment. Besides, restaurants and food chain stores in the country have included vegetarian and vegan products to attract more customers and generate profits. On the other hand, food manufacturers have responded to the situation as they have engaged in innovation. 17 . Research has shown that the rate at which new vegan products are introduced in Australia has tripled in the last five years. According to the data by Grandview research (2017), most people living in Australia have changed. The fact that animals are regarded to be living things and should be protected from cruelty and pain has made most Australians stop the practice of consuming animal products. The trends in climate change and individuals' well-being in Australia have also contributed to change in lifestyles. 14 IBID 9. 15 Murray and Zolin, (2012.pp.186-205). 16 Cormack, 2016. 17 Curtain and Grafenauer, (2019.p.2603).

10 Key Findings The increased involvement in vegan products which has forced companies to shift their focus from animal-related foods to plant-based products has been a trend that is predicted to continue even in the coming years. 22 . The primary keyword in Australia's search history being Vegan has shown that engagement in producing and selling vegan products can be a significant way of profit generation in the company. Besides, the shift from offline shops to online shops is also one factor that encourages a company to involve themselves in the vegan industry. These findings have allowed Worldwide Vegan Diaries, Inc. to enter the vegan food industry in Australia due to the available customers in the area. Competition, however, has been a significant factor that appears to hinder the operations of the company. The increased number of people consuming vegan products has resulted in most of the companies entering the vegan industry with effective marketing strategies so as to appear different to the customers. 23 . Worldwide Vegan Diaries, Inc. has the capability of expanding its operations and services to the Australian market. However, it has to employ strategies that assure high quality and be different from other companies. Persona Research The high competition in the vegan food industry appears to be a significant challenge that the company will face. Therefore, for Worldwide Vegan Diaries, Inc. to be competitive and strive in the industry, consumer persona should be well understood. 24 . The strategies of the company should be focused on satisfying the different wants of the different customers in the vegan food industry in Australia. An effective consumer persona should be focused on developing a reliable and realistic representation of the market segment. 25 . Creating a persona is essential in the planning process of a 22 North, et al (2021.p.104246). 23 Wijnands, et al. (2007) 24 Manso, (2017.pp.18-32) 25 Sutu, et al. (2019.pp.565-588.)

11 company as it enables the organization to create products and offer services that meet the consumers' specifications. For Worldwide Vegan Diaries, Inc. to develop an appropriate consumer persona, it should be able to acquire adequate knowledge on the aims, responsibilities, and problems that the target audience is facing. To understand all that, detailed research has to be conducted. The conducted research was focused on identifying the behavior of the customers when it comes to vegan products. The research identified five types of consumers in the Australian market. 26 . These personnel includes inspired adventurer, conservative homebody, secure traditionalist, empowered activist, and an undaunted striver. Group Inspired adventurer Conservativ e homebody Secure traditionalist Empowered activist Undaunted striver Fond of exploring new products. They follow what others are doing with regard to what is trending. Avoid shopping and branded products. They consider themselves as entities of change in society. They are often involved in new trends in society. Positive attitude towards vegan products and diet. Attitude depends on other people, thus likely developing a positive attitude towards vegan products and Moderate attitude towards vegan products and dietary. Positive attitude towards vegan products and diet. Positive attitude towards vegan products and diet. 26 Ma and Hsiao (2020.pp.113-132).

13 Enable the company to understand consumers' personal interest, thus improving consumer relations It also allows the company to understand the consumers' personal interests, which will contribute to their experience, interactions, and ultimately sales. Further, understanding the personal specifications of the consumers contributes highly to enhancing customer relations with the company. 29 . Consumers' motivations and needs are also understood, thus enabling the company to understand consumers' consumption and purchasing decisions. Dictate the strategies and methods employed in the industry By understanding the consumers' behavior through persona, the company is able to create a marketing strategy used in the industry. It also enables a company to decide on the quality and differential qualities to use during the production, promotion, and distribution processes 30 . Short Term Market Impact Tactics To allow Worldwide Vegan Diaries, Inc. to be influential in Australia's market industry, it has to utilize the online platforms that are common in Australians. Therefore, for a practical impact, the company should adopt Facebook and youtube, which will help create popularity. 31 . The fact that Australians prefer online shopping to be offline is a major factor contributing to these platforms' use to gain popularity. Digital marketing through Facebook 29 Salminen, et al. (2019.pp. 135-160). 30 Miaskiewicz and Kozar (2011.pp.417-430). 31 Woodside and Uncles, (2005.pp.229-240).

14 Facebook has emerged as the leading social media platform in the market industry. It is one of the platforms that constitute all age groups and is mostly accessed in Australia. Facebook has also appeared as a crucial entity in promoting your business. Research has shown that Facebook has been accessed by almost two-thirds of Australians at least twice every week. 32 . As a marketing tool, it enables the company to keep their consumers informed, build the company's identity, and broaden the network through which one can reach their customers. Facebook advertising features include the demographic target in terms of age, location, motivations, and interests. Able to set advertisement budgets, a comparative feature which allows one to test their advertisement by comparing with that of other groups. Contains enhanced ad measurement tools. To use Facebook as a digital marketing platform, you first have to create a Facebook page. This page helps to build the brand's identity and expose the human side of the organization. Facebook has the ability to advertise on your behalf through the classic ad feature. It can also promote your advertisement on the platform at a fee. Therefore, with Facebook, Worldwide Vegan Dairies, Inc. is able to achieve its goals and reach a broader Australian market within a short period of time. Digital marketing through Youtube The improvements of technology have resulted in advancements in streaming technology. This enables a company to use Youtube as a marketing tool. Youtube is focused on popularizing a company through video content. The platform has enabled companies to associate and communicate with their consumers through video comments through the video uploaded and the comments section. It also helps in establishing authority, trust and reaching a more comprehensive market. 33 . To communicate effectively and reach a broader market, the company's video has to consider a catchy video title, a reasonable period of time for the video, and upload high- quality videos that are easily understandable. They can have longer descriptions to enhance understanding. Therefore, this platform will allow Worldwide Vegans Diaries, 32 Wang and McCarthy, (2020). 33 Syed-Ahmad and Murphy (2010.pp.700-716).

16 Recommendations After analyzing and evaluating the Australian market, Worldwide Vegan companies are recommended to carry out various practices, which include 1. Carry on with the process of expanding its operations to the Australian market. 2. Its production, promotion, and distribution strategies should be focused on meeting the specifications of the consumers. 3. The company should consider Facebook and youtube platforms as their primary digital marketing tools. 4. The company should adhere to the rules and obligations of the Australian Vegan market for legal operations. References Amesbury, Z., Nenycz ‐ Thiel, M., Dawes, J. and Kennedy, R., 2016. How do shoppers behave online? An observational study of online grocery shopping. Journal of Consumer Behaviour , 15 (3), pp.261-270. Baines, S., Powers, J. and Brown, W.J., 2007. How does the health and well-being of young Australian vegetarian and semi-vegetarian women compare with non- vegetarians?. Public health nutrition , 10 (5), pp.436-442. Chan, A.P. and Chan, A.P., 2004. Key performance indicators for measuring construction success. Benchmarking: an international journal .

17 Cormack, L., 2016. Australia is the third-fastest growing vegan market in the world. The Sydney Morning Herald , 4 . Cummings, S.R., Kohn, M.A. and Hulley, S.B., 2013. Designing questionnaires, interviews, and online surveys. Designing clinical research , 4 . Curtain, F. and Grafenauer, S., 2019. Plant-based meat substitutes in the flexitarian age: an audit of products on supermarket shelves. Nutrients , 11 (11), p.2603. Goldsmith, R.E., Flynn, L.R. and Goldsmith, E.B., 2003. Innovative consumers and market mavens. Journal of Marketing Theory and Practice , 11 (4), pp.54-65. Google trends, 2017. Google Trends shows a 90% increase in ‘vegan’ searches in 2016 Google Trends, 2020. Interest In Veganism At Record High According To New Report Grand View Research, 2019. Vegan Food Market Size, Share & Trends Analysis Report By Product (Dairy Alternative, Meat Substitute), By Distribution Channel (Online- Offline), By Region (APAC, CSA, MEA, Europe, North America), And Segment Forecasts, 2019 – 2025. Grandview Research, 2020. The world's largest and most trusted BI enabled market research database Kamiński, M., Skonieczna-Żydecka, K., Nowak, J.K. and Stachowska, E., 2020. Global and local diet popularity rankings, their secular trends, and seasonal variation in Google Trends data. Nutrition , 79 , p.110759. Ma, E. and Hsiao, A., 2020. The making of top fine-dining Chinese restaurants: Evidence from domestic and international customers in Australia. Journal of Foodservice Business Research , 23 (2), pp.113-132. Manso, G., 2017. Creating incentives for innovation. California Management Review , 60 (1), pp.18-32. March, A., Moving From Traditional to Digital Marketing. Miaskiewicz, T. and Kozar, K.A., 2011. Personas and user-centered design: How can personas benefit product design processes?. Design studies , 32 (5), pp.417-430.

19 Woodside, A.G. and Uncles, M.D., 2005. How behavioral primacy interacts with short- term marketing tactics to influence subsequent long-term brand choice. Journal of Advertising Research , 45 (2), pp.229-240.