MBA-FPX5012__Assessment3-1

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1 David Estaphnous Digital Marketing Plan Assessment 3

2 A digital marketing plan is a plan invested in the online market to create an online presence and interact with online customers. Thus, an excellent digital marketing plan is built on and combines traditional marketing disciplines and planning techniques, which are then adapted for the digital media environment and blended with new digital marketing communication approaches. This plan will be implemented with offline ads, P.R., telemarketing, direct mail, and face-to-face selling. SOSTAC is a tool hundreds of experts use to create all different types of plans, including marketing, corporate, advertising, and digital marketing strategies. SOSTAC stands for situation analysis, objectives, tactics, actions, and control Situational Analysis Customers MSH Brand customers have been loyal and they are the reason MSH Brands pet foods enjoy a 13% market share among the 5 competitors in the pet food industry. With about 85 million pet-owning households in America, MSH Brands currently provides services to about 11 million devoted clients. The core value of MSH Brands' clientele is customer loyalty, which is also an important contributor to the pet food industry as a whole. One of the most difficult aspects of managing a business is attracting clients; maintaining them is even more difficult. As SBS(subscription box service) becomes more and more common in the pet industry, a study was conducted to measure customer satisfaction with SBS. SBS can help maintain clients and ensure low attrition or turnover. this study also helps to identify the qualities and features that pet SBS consumers find most appealing. The study's conclusions also recommend the best curation subscription box for the pet sector, which has real-world implications for developing a successful SBS model. The study demonstrates how consumers' cognitive assessments of attributes influence service quality by using conjoint analysis to investigate their evaluation processes when choosing attributes. The results of the study showed that the price of the SBS subscription was the factor that had the biggest impact on customers' preferences, followed by the quality of the e-service, the product, personalization, and communication and interaction. Customer satisfaction and price were

3 related; when a lower price was given, the customer was happier. Interestingly, other price features like $45, $60, and over $60 revealed significant preference differences among the three groups, despite the price preferred group indicating a strong preference for a $30 subscription fee. This implies that more point-optimization can be achieved, leading to the creation of several price tiers. The price differentiation model then takes into account the various price perceptions that customers have based on their engagements, preferences, and affordability(Jeong, 2024). Thus, it is important to feature low price points when it comes to subscription services. Additionally, favorable cancelation and returns are important policies to implement as well. MSH all-natural will be incorporated as an organic all-natural blend of pet food that is healthy and vet-approved. The subscription model will ensure consumers never run out of pet food. MSH's all-natural formula comes in different flavors such as meat, chicken, bacon, and veggies, which gives the consumer options and provides variability for pets' preferences. Intermediaries Companies produce a certain product and then use distributors or marketing intermediaries to distribute the majority of those product units to a large number of customers. Today's manufacturers offer their goods for sale via an overwhelming number of channels, ranging from the World Wide Web to Wal-Mart and all points in between. Since most manufacturers sell through multiple channels simultaneously, these channels occasionally compete with one another to reach the same customer base. Channel conflict is practically guaranteed when this occurs. Conflicts of this nature almost always end up returning to the manufacturer. Although conflicts will inevitably arise, not all of them are equally dangerous. Effective channel management starts with understanding the true nature of the conflict and where it is coming from. Contrary to what most companies believe, truly destructive conflicts are rare. The best manufacturers can identify harmful channel conflicts early on, reevaluate their channel strategies, and resolve conflicts amicably. Less experienced players tend to either overreact to small conflicts or become paralyzed and do nothing at all out of fear of upsetting their channel relationships. Thus, it is important to identify the purpose of using digital marketing when it comes to channels already distributing the products. Thus, it is

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4 important to promote the distribution channels through advertising efforts in addition to products being sold on the company’s websites(Bucklin, 1997). Competencies Core competencies are the resources and capabilities that comprise a company's strategic advantages. A modern management theory contends that to compete successfully, a company must define, cultivate, and exploit its core competencies. The term "core competency" refers to a new management theory that emerged in a 1990 Harvard Business Review article titled "The Core Competence of the Corporation. C.K. Prahalad and Gary Hamel review three conditions that a business activity must meet to be considered a core competency in the article. The activity must provide the consumer with superior value or benefits. A competitor should find it difficult to replicate, imitate, or duplicate. The core competencies that are known to achieve business success are as follows. The first competency is to provide the greatest quality product where products are the most dependable, resilient, and long-lasting. The business will make investments in the best quality control procedures, highly skilled personnel, and premium raw materials. The next competency is to provide outstanding customer service where the customers have the greatest experience during and after their purchase. This competency will be achieved by investing in training staff and managing expectations among staff. The third competency is to develop economies of scale where the company invests in mergers and acquisitions to build strong relationships with vendors and achieve cheap pricing for raw materials. The fourth competency is to foster innovation where the company is continually investing in research and development and trademarks(Twin, 2023). MSH can implement these core competencies and enhance its investments. Investments in these core competencies. These competencies will create trust with consumers and allow for better word-of-mouth marketing. Thus, the digital marketing campaign will be more successful. Many competitors are utilizing online marketing to expand their reach. However, there are limited companies that use subscription-based services.

5 Objectives To achieve the results MSH has set out to achieve, MSH has to use SMART objectives. SMART objectives are specific, measurable, achievable, relevant, and time-bound. Identifying the target audience determines how the campaign should be established. Additionally, selecting the right channels where the target market usually spends most of its time is crucial. Lastly, setting a budget allows for the necessary resources to run effectively. The KPI or key performance indicators should be broken down into several metrics that are going to be used. Key performance indicators are web traffic, engagement rates, audience growth, conversion rates(cost per acquisition), new visitors(cost per click), and survey trackers. Goals for these metrics are to enhance the conversion rates for the subscription service. To increase the conversion rates, consumers must go on the website or the app to order the products. Thus, promotions can be added to incentivize consumers to order on the website or from the app. The marketing campaign should attract millennials who are the main target of the campaign as they are mainly target market followed by Gen X and Baby Boomers. The main social media websites millennials spend most of their time on are YouTube, Facebook, and TikTok (Bajarin, 2023). Thus, the marketing campaign will mainly target these websites. The campaign should at least influence people to follow the page on social media, get them to interact with their activity to keep them engaged, and for the algorithm to organically promote the Competencies Economies of scale Foster Innovation Customer Centric Great Quality

6 content. Thus, it is important to aim at 100,000 followers, and subscribers to get started. Additionally, on TikTok and Facebook, the page should have up to 200,000 likes. Then, when campaigns are up and running, conversion rates should be about 10-15% per promotion. On top of that, the return on investment for the campaign should be at least 4:1. Strategy The strategy component is used to define the big picture. The “TOPPPSITE” method is used to achieve a great strategy. T, which stands for target markets, must be defined clearly so that time and effort are spent carefully. O stands for objectives which identify the mission and vision. The mission of the company is to enable access to healthy pet food. The vision is to increase market share and optimize growth which can be accomplished through customer retention. P is for positioning, where the company needs to be positioned in the target audience's minds. Defining the value proposition can help better position and enhance the customer experience. The value proposition is to serve customers with wholesome food for their pets. MSH all natural is an organic formula that is free from processing chemicals that are very harmful to the pet. Each formula was carefully handcrafted by a vet. Thus, consumers can trust that their choice is vet-approved. The process is the next point in “TOPPPSITE”, and it represents the process of customer service automation to enhance the customer service experience and save on payroll and labor costs. By using the ads and streamlining when the order will reach the customer, the customer won't need to call and inquire about shipping. This process resembles Domino's app tracker, where customers can track their orders until delivery or completion(Chaffey,2017). Implementing GPS delivery monitoring technology will assist Dominoes in reaching out to more customers and increase comparable sales. The company's global retail sales (including total sales of franchise and company-owned units) increased 5.8% yearly in the third quarter(Zacks,2019). Partnerships are the second P, and the strategy behind the partnerships is to develop marketing partners so that they can recommend the company's services. The best partners for the job will be veterinarians and big box stores such as Pet Smart or Petco. Choosing the

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7 correct partner can provide the company access to a much larger target market while strengthening the brand. However, partnerships must benefit both parties and have clear goals, duties, and obligations(Chaffey, 2017). The benefit of partnerships with doctors is customer satisfaction and customer retention. S is for sequence or stages, which focuses on credibility. Thus, testimonials must be present within the ad to drive conversion and build trust. I is for integration, and integration aims to stimulate dual action online and offline. Integrating and targeting online and offline customers to upsell and advertise, will enhance customer activity and purchasing behavior. T is for tactical tools, which are implemented to support the strategy. Identifying the tactical tools will nurture the strategy implemented. For example, to start the campaign, the ads will stream to target the target market and acquire customers. Customer retention will be achieved through outstanding customer service, following up after fulfillment, and retargeting customers for other products. Thus, quadrupling the return on ads spent. Engagement can be used for research purposes and to assess the quality of the ad placed on Facebook. It can also help boost sales (Chaffey, 2017). Short Term Goals The short-term goals should be measured on a week-to-week basis and it should be focused on the campaigns and KPIs such as engagement with social media campaigns, conversion rates, and subscription rates. Since the initial investment budget in marketing will be a total of $300,000, the return on investment should be at least 1,200,000 over the whole year. Thus, every week, the aim will be at 25k a week worth of products. For each $30 subscription, that boils down to 833 subscriptions each week or 119 subscriptions a day. Thus, the goal visitors for the day should be 1190 visitors or 49 visitors an hour. These sales should also be territory-based meaning each week, there will be a territory targeted. Medium Term Goals

8 The medium term goals for the new product to be well known in the market. Additionally, there would be several formulas and different formulas for each pet. The social media campaigns will be posting branded content that will have very big reach. Not only that, but also consistent content that generates sales every day. The social media following will be bigger and will have more engagement. The followers should increase at a rate of 100,000 every year on Facebook, TikTok, and Youtube. The engagement or likes and comments should be increasing as well to complement the amount of followers each site has at a rate of 0.25% of likes and comments to followers. Long Term Goals The long term goals will focus on market share, annual sales, and revenue. The market share should be increased to 15% of all pet food market. The company should also be able to market internationally and invest in international outreach. Additionally, the revenue should be increased at 10% year over year. Consequently, the brand should have territories internationally, and nationally. Tactics Tactics are the short-term and details of the strategy. Many tactics have their own pros and cons depending on the purpose of the tactics. In order to increase trust and awareness in the pharmacy, the company has to look for high-credibility marketing messages. According to the tactics matrix, these marketing messages should be P.R., Social media content marketing, and sponsorship (Chaffey,2017). Targeting more credible sources will have a high reach and relatively lower costs vs. display ads. Social media content marketing will have the lowest cost, minimal to none. Linkedin will be a great tool to help with P.R. for the company. P.R. has developed to include search engine optimization (SEO) and content marketing as media tools. STT GDC India experienced a significant increase in brand visibility, up to 60%, during their campaigns by connecting content development with SEO keywords and addressing target audiences' interests and business concerns (Adgully,2023). P.R., Sponsorships, and social media content marketing have a high reach and medium to low cost. Thus these will be the first stages of advertising. There will be high-targeting marketing messages such as search ads, email sales, telesales,

9 and sales pitch. These will enhance the targeting and highly control the message delivered(Chaffey,2017). The sales funnel will be built from ads created on Facebook, search ads that capture leads, or content marketing that qualifies a lead; then, the leads will be targeted through social media. Leads will be followed up with, particularly through discounts sent to their pages or method of communication used to capture the lead. Actions Actions define the execution the company will be undergoing. Attention to detail, precise procedures, operations, and checklists can lead to successful execution. Proper execution relies on avoiding classic mistakes, ensuring proper social media outreach, and increase sales . Risk management must also be considered to foresee what can go wrong and continually plan to enhance procedures by surveying customers. Risk management will involve brainstorming a list of all essential things that could go wrong, assessing impact and likelihood, developing backup plans for highly effective plans, and post-fulfillment reviews. Controls The digital marketing plan's control section involves implementing several metrics to track and monitor operations, such as who is responsible for what, how often, and what has to be tracked. Key performance indicators, or KPIs, are tracked on a daily, weekly, and monthly basis to make sure goals are met for growing market share, boosting sales, and advancing the brand. Sales, leads, awareness, attitude, and ROI (return on investment) are the most often measured KPIs. The quality of the activities, tactics, and strategies will be evaluated by these criteria. The business will track how much the advertisements contribute to sales; the next stage is to evaluate social media marketing, public relations, and sponsorships using surveys.

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10 References: Adgully (2023, June 14). How brands can leverage digital P.R. for maximum impact. http://library.capella.edu/login?qurl=https%3A%2F%2Fwww.proquest.com%2Fwire-feeds%2Fhow- brands-can-leverage-digital-pr-maximum-impact%2Fdocview%2F2825543954%2Fse-2%3Faccountid %3D27965 Bajarin, T. (2023a, September 21). Spending time on social media is both good and bad . Forbes. https://www.forbes.com/sites/timbajarin/2023/09/19/spending-time-on-social-media-is-both-good-and- bad/?sh=61dfc7185784#:~:text=The%20average%20American%20spends%202,2%20hours%20and %2043%20minutes.&text=Gen%20X%20uses%20Facebook%20more,for%20Millennials%20and %20Gen%20Z. Bucklin, C. B., Thomas-Graham, P., & Webster, E. A. (1997). Channel conflict: When is it dangerous? The McKinsey Quarterly, (3), 36-43. http://library.capella.edu/login?qurl=https%3A%2F %2Fwww.proquest.com%2Fscholarly-journals%2Fchannel-conflict-when-is-dangerous%2Fdocview %2F224547218%2Fse-2%3Faccountid%3D27965 Chaffey, D., Smith, P. R., & Quantz, J. J. (2017). Digital Marketing Excellence: Planning, optimizing and integrating online marketing . Routledge. Charan, R. (2014, August 1). Home Depot’s blueprint for culture change . Harvard Business Review. https://hbr.org/2006/04/home-depots-blueprint-for-culture-change. Jeong, M., Yang, K., Kim, H. M., & Min, J. (2024). Curation subscription box services: Implications for the pet industry. Journal of Retailing and Consumer Services , 76 , 103573. https://doi.org/10.1016/j.jretconser.2023.103573

11 Twin, A. (2023, August). Core competencies in business: Finding a competitive advantage . Investopedia. https://www.investopedia.com/terms/c/core_competencies.asp

MBA-FPX5012__Assessment3-1

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