Brand Value Reception

Task A

1. Introduce e-marketing

E-marketing is the practice of using different digital means with an aim of giving information about the product to the respective customers. The given mean is effective as it enables the cited firm with regard to attracting a large number of customers to the corporation in an effective way. In this context, there are a number of benefits identified that Flourish organic cooking oil can gain by using the given means of marketing. Placing ads in digital means is cheaper than traditional means of placing the advertisement. Furthermore, e-marketing will also provide an opportunity for the firm with respect to give information about the product to a large number of buyers.

However, e-marketing represents several opportunities and challenges to the e-marketing director of the cited firm.

Opportunity

• Here, the firm has the opportunity to give information about the presence of the product in the market among international buyers.
• Thus, it gives opportunity to the corporation with regard to perform significant improvements in the market share of the enterprise.
• Challenges:
• Targeting the major target market of the firm is regarded as the major challenge that is being faced by the respective director. This is because, in e-marketing information about the product tends to be spread among the large group of buyers. Thus, here firm cannot assure that the buyers it has selected are the major target market of a corporation or not.

2. Environmental analysis of competitive brand

The environmental analysis of the competitor of Flourish cooking oil is carried out by analyzing Holland & Barrett's technological and socio-cultural factors which affect the brand value. These are as follows...

Technological

Holland & Barrett is a unit of health food shops with above 1000 stores in the UK. Therefore, it has a strong brand presence among consumers in the UK. Moreover, Holland and Barrett is a very old and trusted company for food products among the customers. Apart from this, Holland & Barrett utilizes various brand promotion activities by using developed technology. On the contrary, Flourish is a new brand and it is developing technologically. Thus, to attain the competitive advantage Flourish should also improve its brand image by applying various promotional activities by using technology.

Socio-cultural

Customers use internet for the different types of purposes. For example, some users use the given means with an aim to get connected with their friends and family members. In addition to this, some customers use this with an aim to get information about the product which they will purchase. The different means of the internet have a significant impact on the purchasing behavior of customers. For example, on the Internet customers have the opportunity with regard to get detailed information about the product. The given thing will lead to positive feelings about the brand in the minds of buyers. As a result of it they will be influenced with regard to purchasing the goods and services of the corporation in an effectual way.

3. Key competitors within the sector and the nature of competition

The major competitors of Flourish cooking oil are Organic Valley, Holland & Barrett, and Organic Amy's etc. The nature of competition within the given industry can be analyzed with the help of porters five forces analysis. In this context, it is assessed that the bargaining power of flourishing cooking oil buyers is high because of the availability of the number of options in the given field. In addition to this, the rivalry among the competitors is also high as the cited firm is facing competition from a number of companies that are providing similar types of goods and services. In the similar way, the threat of product substitutes is medium because buyers who are health conscious will prefer to purchase organic oil irrespective of the availability of varied oil options. Furthermore, the threat of new entrants is also high for Flourish cooking oil as there are many firms entering in the organic oil production industry.

Task B

1. Current strategy of a company

Currently, Flourish cooking oil's strong competitors are Holland and Barrett, Organic Valley, and Organic Amy's. As per the product quality and pricing strategy of the product Holland & Barrett is posing subsequent competition to the company. The well-developed market and positioning strategy of the competitive company has weakened the growth prospects for Fortune. The brand has strong visibility and brand image. Thereby, it is giving the strong competition to flourish organic cooking oil. The cited firm is currently focusing on acquiring maximum market sales thus it has adopted effective measures and strategies to fight out the fierce market competition.

The above model helps in effectively analyzing and determining the strategies that H&B has adopted in order to create an effective impact on the growth prospects of the current brand.

Market penetration

Holland & Barret have developed the number of customers which enables the brand to occupy an effective brand positioning. On the contrary, Flourish is a new brand and has low visibility and slightly high prices which prevent the brand from acquiring an effective brand position. Holland & Barrett's target customers are end users and domestic consumers through its 1000 outlets in the UK. However, it is important for Flourish Cooking Oil to improve its brand positioning by applying various promotional activities and also it can target home user consumers and large-scale food restaurants.

Market development

The company has developed a well-developed market prospect in developing and developed countries such as China, Spain, Cyprus, Singapore, etc. This has helped the company create a wide impact on the growth and development of international sales and demand as well. The company's current financial position supports it to seek development opportunities in the emerging markets of Asia and Africa. Flourish on the other hand is an Indian company that has to develop its brand image in the UK market in order to enhance sales.

Product development

H&B has developed a wide range of products and services to provide effective value to its consumers, the company has developed a range of oils and variants to attract maximum consumers within the market. The company is continuously indulged in analyzing the needs and requirements of the buyers. The research and development process of the company has helped it develop wide range of oil variants for consumers. Flourish company on the contrary specifically is focusing on developing an organic oil segment within the market.

Diversification

The diversified product range has helped H&B develop strong business networks within the market. The company deals in medicines, vitamins, feed products, and many more which has helped it enhance supply chain and business networks in the UK and internationally as well.

2. E-marketing mix analysis

Conventionally, the marketing mix includes four important elements, product, price, promotion, and place. The marketing strategies developed for products are purchased in shops by consumers. In today's technologically developed environment, the trend for purchasing online from the internet is increasing among consumers. Thus, organizations develop online strategies to attract and retain consumers. The e-marketing mixes are as follows...

E-product strategies

In the UK, e-commerce sales are increasing at extremely high rates. People order products online because consumers know about the product features and facts as well as reviews related to the particular product. With regard to the increasing trend of online product shopping in the UK. Holland & Barrett has also developed their e-product strategies and sells high volume through this sales channel. However, Flourish cooking oil is not using such mediums currently which is affecting its performance.

E-price Strategies

With regards to the marketing mix, pricing is always been difficult to determine for products as it requires lot of considerations. Selling a product through online channels provides an opportunity to people to compare the prices for the products with other brand as well. H&B has adopted and managed competitive pricing strategies to attract and retain consumers. this has helped the business in enhancing its online sales and providing additional revenue to the business. However, Flourish is currently not active on the online channels but it can be developed in the future to attain more business.

E-place Strategies

Through online portals, consumers can directly purchase products from manufacturers without involving retailers. Thus, Holland & Barrett has increased its online sales. The companies have created websites and collaborated with globally established e-commerce websites such as Amazon in order to provide easy availability of products and services to its consumers. Consumers order online and these particular brands arrange the home delivery for these customers at the required place.

E-promotion strategies

H&B is using these channels effectively which is increasing their brand loyalty and brand image. Social media marketing, Search engine mechanisms, etc are the prominent measures that the company has adopted to enhance sales of the products. However, Flourish can also use these channels in order to improve the brand image and visibility. online advertisement and banners, collaboration with established sites, Google add-word

3. E-communication mix analysis

H&B is widely active on social media sites which helps the company in developing effective two-way communication with its consumers. Social media sites such as Twitter, Facebook, Linked In, Quora, Instagram, etc have gained wide publicity within the market. The company has developed pages in order to develop its digital presence. It uploads all authentic information on the sites in order to keep the buyers informed. These sites also help the company in developing a direct communion with buyers through chatting as well. The option of open group formation facilitates communicating with a large number of people collectively at one point in time. This method facilitates effective communication and develops a time-saving method. Moreover, Opt-in emails, emails, and website chatting are yet other measures that the company has adopted in order to enhance communication measures with prospective buyers.

Task C

1. Characteristics of digital media and social media marketing

There are several features of digital and social media marketing are being identified.

• It is the type of marketing in which different digital means will be used by the firm such as computers, tablets smartphones, etc with an aim to give information about the product in an effectual way.
• Here, the ads can be formulated by the corporation in both audio and visual ways. Thus, through this way, a major impact can be imposed upon the customers and thus firm can influence them with regard to purchasing the goods and services of the enterprise in an effective way.

2. Recommending e-marketing communication strategy

It is recommended to the firm that it must use famous social media channels such as Facebook and Twitter. Flourish cooking oil can also convert the opportunities into sales by developing an online sales portal. The online portals contain all the features and benefits of the product with price. Also, it provides the opportunity to consumers to compare its prices and benefits of using this product with other brands. By using social media marketing and an online sales portal, flourish cooking Oil can also gain a competitive advantage and it can increase the sales and revenue of the company. Social media is an effective channel for distributing brand content among internet users around the world. Therefore, it is recommended that flourish cooking oil use social media marketing and other technologies to increase brand recognition and value to the product quality. Opt-in emails, emails, and website chatting are yet other measures that the company should adopt in order to develop wide communication measures with all prospective buyers.

3. Target Market

The company presently is focusing on developing an effective brand image within the UK market. For this purpose, the target market of the company will be segregated into various measures. The demographic segregation will focus on targeting UK consumers within the market. The psycho-graphic basis will be considered by the company in order to target health-conscious buyers and family people. The concept of organic oil will help in positioning the product as healthy among the prospective buyers. Moreover, young and middle-aged buyers will be targeted in order to enhance the healthy prospect of the product. This will help the company enhance sales within the market and develop effective competitive position as well.

4. Social Media Campaign

Social media marketing is currently very popular in the UK people. People spend most of their time on the internet and social media sites. However, it will provide Flourish cooking oil a good exposure and the cited brand will be able to compete with its competitors. Social media campaigns will help Flourish Oil in developing wide market opportunities within the market. The campaign will focus on developing a digital brand for the company. It will target social sites such as Facebook, Twitter, Instagram, and Linked in order to develop high product recognition within the market. The company will post the message about Flourish organic cooking oil on social media sites, it will spread into so many people. Posting messages to a group of friends will help in developing effective communication measures within the market.

5. Justification of how the given campaign will communicate the brand value

The campaign which will be formulated in different social media means will provide a detailed explanation about the product. Thus, here through brand recognition and information the brand value will be developed in the minds of respective buyers. Thus, the given thing will help in raising the sales of Flourish cooking oil in the UK market in an effective way.

Conclusion

It has been concluded in this report that to create brand value and increase the sales and revenue of the organization, communication, and brand promotion are essential. In today's technologically developed and competitive business environment, organizations can use several promotional mediums. In recent years, social media marketing has been very effective in promoting the brand and increasing the brand value. In addition to this, for the firm, it is very essential that it must select its marketing tactic on the basis of conditions prevailing in the external business environment. However, with an aim to get information about the external business environment tools such as PESTEL and Porters could be used. With the help of given means an appropriate decision can be taken by the cited firm director.

References

• Arvidsson, A., 2006. Brands: Meaning and value in media culture. Psychology Press.
• Bauer, H.H., Sauer, N.E. and Schmitt, P., 2005. Customer-based brand equity in the team sports industry: Operationalization and impact on the economic success of sports teams. European Journal of Marketing.
• Berthon, P., Pitt, L.F. and Campbell, C., 2009. Does brand meaning exist in similarity or singularity? Journal of Business Research.
• Gerzema, J. and Lebar, E., 2008. The brand bubble: the looming crisis in brand value and how to avoid it. John Wiley & Sons.

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