Tuesday, May 5, 2020

Digital Marketing of Hygeia Garden Care †MyAssignmenthelp.com

Question: Discuss about the Digital Marketing Plan of Hygeia Garden Care. Answer: Introduction Hygeia Garden Care is a company offering various products for gardening activity to the families in UK. The company is known to manage a large manufacturing unit and packaging facility unit in its center. The company is known for supplying various types of weed and mosskiller to protect the garden. The company is recently entering the UK market for supplying fertilizers, mosskiller, weed and feed to families having a lawn (Hygeia 2017). For the purpose, the company will design digitalmarketing tool. The paper discusses about thedigital marketing plan that the company will use to enter the new market in UK. Further, it analyzes the situational analysis, target market, competitors and stakeholders of the company. Situation Analysis The company is planning to enter the UK market with various types of products such as green weed, feed and fertilizers for the garden that can protect the plants and trees. However, the customers of UK are unaware of the company Hygeia Garden Care and thus it is difficult for them to expect high customer traffic and sales in the first few months of business. This makes difficult for the company to increase its brand awareness in the UK market compared to the other competitors that already exists in the country. Moreover, the customers of UK are unaware about the company even though Hygeia Garden Care is a known company in Ireland. This makes it necessary for the business to carry out a successful marketing strategy in this scenario (Hygeia 2017). Stakeholders Analysis The stakeholders form an important part of the business while formulating any new decision and implementing it successfully. Hygeia Garden Care also has maintain a good relationship with their stakeholders to carry out their ideas effectively. It is important for them to keep their stakeholder close to them especially while entering a new market where they lack in brand recognition. The stakeholders of Hygeia Garden Care are the target customers, the marketing management team, the shareholders of the business, the operation management team. Some of them are external stakeholders, while others are internal stakeholders. However, each of them has an equal impact on the business. Thus, it is important that the company maintain good quality internal stakeholder such as managers to carry out their green product plan successfully. A sustainable manager is needed to take care of the Green Force fee Weed product that te company is planning to introduce in the UK market (Hygeia 2017). Objectives and Target Market Objectives- To target the most demanding market for the product Safe the environment by offering green fertilizers Target market by social media Hygeia Garden Care has always targeted the customers that have lawn in their garden and retired customers. Thus, the targeting of the company has done is mainly by segmenting its market in two different types such as demographic segmentation and psychographic segmentation. In demographic segmentation, it has focused in customers of old age group mainly the retired person that has free time and owns a garden. This is because this section of the society are the non earning members and love to spend most of the time in the house and take out time for gardening. Another segmentation of customers consists of psychographic segmentation in which it targets the customers that love gardening and spend most of the time to take care of the plant (Hollensen 2015). This is because these customers love to buy new types of green fertilizers from the company in order to protect the plant. Competitors Competitors are the most crucial part of a business and thus it is important to analyze the competitors before entering the business. Similarly, it is very important for Hygeia Garden Care to analyze the competitors in the UK market to enter successfully in its market. The competitors that company faces in the UK market are Evergreen, Aftercut and Mo Bacter. All these companies carry out similar product manufacturing and supplying business as Hygeia Garden Care. These companies offer a tough competition to Hygeia because they already hold a good customer base in the UK market and have good brand recognition among customers (Patel et al. 2014). Marketing strategy and tactics Marketing is very crucial for the business to enter into a new market and allow the customer to recognize them. Thus for the purpose it is important that the company carry out a successful marketing plan for itself. Digital marketing is expanding at a very fast rate and it is the most effective way to attract maximum traffic. Hygeia already carries out some amount of social media marketing through FaceBook. The digital tools that the company can use for targeting its customers for the new sustainable Green Feed and Weed products is by expanding their social media activity it already uses. The above list shows some of the Digital marketing tools that the company can target through social media in order to capture all types of customers that are active in the net. Digital marketing is useful in UK because the country is highly developed and people are very dependent in the internet even for small things (Parente and Strausbaugh-Hutchinson 2014). It will use social media marketing where the young generation of the family is active mostly. They can get the information and help their elders know about it. The effect and response on social media such as FaceBook has shown the success of social media marketing already done by them. Thus, it will also be profitable if the company expand its social media marketing to other social apps as well (Lantos 2015). The company will formulate blog from time to time about its development and new invention. These blogs will be placed in various social media sites in which almost all types of customers are available. Blog is very effective as it involves maximum interaction from the customer. Putting blogs in social media will also help the customers to comment and like their idea as green products is a new and unique idea (Ngo 2016). The company will also use communicative development process in which it will directly interact with the customers. For the reason they will open a page in the social media sites. Through the page, the company will continuously upload videos of their operations and customers using their product. The comment received on the page will then be assessed for further changes. Lastly, is the viral marketing that the company can use in social media by allowing customers to spread new about their recent development and initiatives. This is a process in which the customer gets to know more about the product that they are buying. It is a kind of word of mouth marketing. It is one of the fastest medium of marketing (Kelley et al. 2015). Thus, the above tools are the digital marketing tool plan for the business that it can carry out in the UK market in order to be successful in the new market. Budget Plan Hygeia has set aside $20,000 as a budget for its digital marketing initiative. The total budget will be divided in various sections so that each one of them gets adequate revenue or amount. This is done in order to carry out each digital marketing initiative successfully. Variables Financials Website design $3000 Pay per click investment $6000 Social media page $3000 SEO advertising $8000 Total $20,000 Table 1: Budget Planning Source: Authors creation The above table shows the division of various variable among which the budget will be divided for carrying out the digital marketing activity by the company. Action and Control Plan The company will first prepare a blog and a page for their social media advertising. In that page, it will include all their initiative and success until now. For the purpose, the company shall higher marketing manager and a new team under them to help them to manage the activity. Thus, the marketing managers will high top web designer professionals to design their pages so the it can receive maximum likes. The company should also implement a control plan by which it will monitor the success of the digital marketing plan that it has formulated. The controlling activity will include analyzing the number of likes in their social media page by the end of the year. Moreover, the company can analyze the number of orders the company received by the end of the year (Moriarty et al. 2014). This will help the company to recognize its brand value in the new UK market within one year. Conclusion From the above analysis, it can be concluded that Hygeia will have to carry out a successful marketing strategy in order to calculate the success rate it has achieved at the end of the year. This can be done by them by carrying out a successful digital marketing plan by using tools such as social media. The company does this as UK is the most developed country and most of the customers are dependent on the internet for their daily needs. Moreover, it will also allow them to hit the UK market more than their competitors will as they are every new to this market. Moreover, the green fertilizer that the company is offering will help the country to deal with their pollution issues. References Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Hygeia.ie. (2017).Product catalogue [online] Available at: https://www.hygeia.ie/site/uploads/hygeia-catalogue-2016.pdf [Accessed 7 Nov. 2017]. Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015.Advertising media planning: a brand management approach. Routledge. Lantos, G.P., 2015.Consumer behavior in action: Real-life applications for marketing managers. Routledge. Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014.Advertising: Principles and practice. Pearson Australia. Ngo, L., 2016. Digital advertising campaign in the Singaporean market: Southern Vietnam Poultry Breeding Joint Stock Company (SVPC). Parente, D. and Strausbaugh-Hutchinson, K., 2014.Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning. Patel, P.C., Fernhaber, S.A., McDougall?Covin, P.P. and van der Have, R.P., 2014. Beating competitors to international markets: The value of geographically balanced networks for innovation.Strategic Management Journal,35(5), pp.691-711.

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