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V85.5_AGSB_MBA_Digital Marketing Plan of Just Flowers
- 1. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Digital Marketing Campaign: Team Beautiful: 1. Chan, Yamami B. 2. Chua, Lilia S. 3. Demecillo, Sheila S. 4. De Pano, Antonita M.
- 2. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Questions & Objectives for Just Flowers: • 1. Why is digital marketing important? • 2. What is the scope of marketing done? • 3. How has it changed the business?
- 3. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing OUTLINE: • I. Company Background • II. 11 P’s Marketing Plan • III. Scope of Digital Marketing Done • IV. Results and Changes Done to the Business
- 7. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing HISTORY Virtual: January 2021 Inaugurated: April 15, 2021
- 8. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Mission and Vision • Vision: • To be the leading flower shop in Tarlac province by the year 2023 and to branch out by the year 2024. • Mission - To provide creative, aesthetic floral gifts that gives extra emotional connection between the customer and the recipient. - Ensure that each customer is given due importance and be contented with the product they received.
- 9. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing We say it best with flowers….. Execution of 11 P ‘s Marketing Plan
- 10. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing II. Marketing Plan • 1. Profile • 2. Problem or Pain • 3. Present Solution to the Pain • 4. Proposition or USP • 5. Positioning Map • 6. Peso Market Size • 7,8,9,10: Product Price Place Promo • 11. Panalo
- 11. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 1. Profile Kathniel is the typical Fillenial 1. age: 25 to 35 years old 2. Male and female 3. Class A, B and C 4. With a job or business or have “other” resources 5. Single or married 6. May or may not be in a relationship 7. Lives in Tarlac City
- 12. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 2: Profile of PTM: wants Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler Fulfillment as a human being Love / sense of belonging Attention as a sense of security
- 13. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 2. Pain/Problem of Kathniel Need to be recognized/secure and loved • 1. Kathniel craves for attention • 2. Kathniel is achievement-oriented so had been putting off significant milestones like marriage and children • 3. Kathniel is tech-savvy, so, spends more time with mobiles and laptops than nurturing a relationship • 4. Not comfortable in verbalizing emotions especially with face to face interactions
- 14. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 3. Present Solutions 1. Maintain status quo by doing nothing 2. Say feelings with words alone 3. Complement feelings with gifts such as flowers
- 15. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 11 Ps 4. Proposition - feelings are relayed based on specifications; suited to his budget; online orders accepted
- 16. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 4. Proposition: USP achieved by: 1. unique and creative designs- - use of local materials like twigs with an artistic tweak with different flower fillers or raw materials crafted originally and other uncommon materials, use of dried flowers/leaves - puts a twist on the traditional creations by substituting or combining material like fruits, vegetables, bakery items, other edible products, and money to enhance the value of the floral gift.
- 17. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 4. Proposition: USP achieved by: 2. Personalized service • Customer Intimacy – by knowing closely the customers, asking personal messages from the customer to the receiver on gift tags or cards to give a more personalized gift, allowing extra layer of heartfelt thoughts, emotions and immense satisfaction on all sides of transaction • Custom fit – can put in special requests like what are the flower preference, design, color, etc know what the recipient’s likes and dislikes 3. Inclusive – accepts any budget preference at money’s worth - will give maximum value for customer’s budget 4. Element of surprise – car trunk surprise packages, flying money or money cake
- 18. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 5. Positioning Value Map of Just Flowers: Kathniel can be assured of value added benefits SERVICE / PRICE MATRIX Unique & creative designs (Customized) Standard Catalogue Designs High Price Low Price Just Flowers Petal Avenue Sweet Stem Flower Boy Small Street Stalls
- 19. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 5. Positioning Map: Points of Parity JF Petals Avenue Sweet Stem FLOWER BOY A. Points of Parity 1. Standard CATALOGUE of floral designs + customized + + + 2. Accessibilty with physical store-FOOT TRAFFIC +++ + + + 3. Online transactions +++ ++ ++ + 4. Delivery +++ ++ _ ++
- 20. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing POINTS OF DIFFERENTIATION Just Flowers Petal Avenue Flower Boy Sweet Stem 1. customized, unique & creative floral designs + - - - 2. Designs based on budget without compromising quality + - - - 3. Add ons: as element of surprise (balloons, cakes, money, car trunk) + - - - 4. Responsive mgt of owner + - - - 5. Elegant and fragrant ambience of store + - - - 6. Friendly staff + - - 5. Positioning Map : Points of Differentiation ✔ ✔ ✔ ✔ ✔ ✔
- 21. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 6. Peso (Market size) Too big to matter & too small to handle PTM in terms of population
- 22. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 6. Peso (Market size) Too big to matter & too small to handle ✔ ✔ ✔
- 23. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 6. Market Efficiency in the Primary Target Market 50% Primary Target Market 50% Penetrated market Just Flowers: 10% Petal Avenue: 22% Flower Boy: 10% Sweet Stem: 8% GAP Php 16.9M ✔ Php 33.8M
- 24. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 7. Product customized unique fresh and dried floral bouquet A. With Native Unique Design
- 25. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing B) With Surprise ( Car, Money Cake, Money Balloon)
- 26. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing C. Unique Substitute ( Fruit & Vegetables)
- 27. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 7. Samples of Product: Unique design and style of fresh floral bouquet
- 28. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 7. Sample Products : unique sympathy design
- 29. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 7. Sample Products: Uniqueness of Design (Dried Flowers)
- 30. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 7. Product : With Balloon Arrangement
- 31. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 7. Product: With combination/ packages
- 32. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 8. Price: Worth 500 Petal Avenue Sweet Stems Flower Boy Just Flowers
- 33. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Petal Avenue Sweet Stems Flower Boy Just Flowers 8. Price: Worth 1,000
- 34. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Petal Avenue Sweet Stems Flower Boy Just Flowers 8. Price: Worth 1,500
- 38. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Petal Avenue Sweet Stems Just Flowers Flower Boy 9. Place : Comparison with Competitors FAÇADE AND INTERIOR
- 39. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Petal Avenue Sweet Stems Flower Boy Just Flowers 9. Place : Comparison with Competitors PARKING AREA AMPLE PARKING SPACE & ACCESSIBLE SIDEWALK PARKING, ACCESSIBLE SM PARKING SIDEWALK PARKING AND ACCESSIBLE
- 40. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 10. Promotion 1 2 3 3 2 1 ✔ ✔
- 41. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing • 1. Differentiation: a. high quality materials b. customized, unique designs c. value-added benefits within a budget d. responsive management of owner e. accessible place with good parking f. friendly & accommodating staff g. good ambience of interiors 11. Panalo Generic winning strategy
- 42. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing • 2. Niche - Fillenials - 25 to 35 years old - tech-savvy - frequent mobile users - craves for security in a relationship 11. Panalo Generic winning strategy
- 43. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 11. Panalo Tag-Line: We deliver your moments! ‘Coz… we say it BEST with Flowers!
- 44. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 11. Panalo Tag-Line: Anong SAGOT? Kung nag-away kayo….just flowers Kung miss mo anak mo....Just Flowers
- 45. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Just Flowers Digital Marketing Campaign ✔ ✔ ✔ +MORE
- 46. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing IV. Outline of Scope of Digital Marketing A.Marketing done BEFORE the Digital Campaign B. Baseline Data prior to Campaign C. Start of Digital Campaign – July 20, 2021 1. FB Page 2. WordPress Website 3. Instagram 4. Tweeter 5. YouTube Channel 6. LinkedIn 7. Viber Community
- 47. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing IV. Outline of Scope of Digital Marketing D. Results & Analysis - from the 7 digital assets E. Why we did it? F. Lessons Learned G. Conclusion
- 48. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing A. Marketing Done PRIOR to DM A. Have FB page and Instagram since January 2021 B. Frequent posts of different floral bouquets but no storyline C. Weekly FB boost of the floral posts D. Word of mouth E. Pre-marketing surveillance - Giving of bouquets (floral & veggie) to friends
- 49. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Word of Mouth Pre-marketing surveillance ( Given to Friends )
- 50. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing - online shop (Jan 28, 2021) - Posts of floral bouquets - regular boost
- 51. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing B. Baseline Data July 18, 2021 - Last 28 days baseline - 22k Post reach - 6k Engagements - 161 Link clicks
- 52. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing C. Launch of Campaign : July 20, 2021 A. Improved the existing FB PAGE – 1. started an introduction post on July 20, 2021 – 2. boosted the posts B. Created a WordPress Website on July 20, 2021 – 1. linked it with FB – 2. created a content bucket
- 55. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing D. RESULTS & ANALYSIS: ✔ ✔ 10,000 increase in 3 days ✔ ✔ ✔
- 57. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing FB Page Campaign Results July 28, 2021
- 58. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing FB Page Campaign Results July 8 to Aug 4
- 59. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing 1 st post @ WP website (this is us post) FIRST POST – July 20
- 60. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing WP: Started the content bucket
- 61. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing WP: Started the content bucket
- 62. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing WordPress Campaign Results: (July 20 to Aug 10)
- 68. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Campaign Period: July 20 to date
- 69. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Effect of the Campaign on the Business 1. 100 % increase in number of customers in 10 days 2. 75% increase in SALES in 20 days
- 70. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Does Digital Marketing Matter? Why did we do it? 1. Branding 4. Data 2. Visibility 5. Community 3. Access ✔ ✔ ✔ ✔ ✔
- 71. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing Lessons Learned • 1. DM is the fastest channel • 2. Social media (FB) is more widely used • 3. Connected customers are “kings” • 4. Marketers have a public voice & public entity • 5. “Endless” reach to customers • 6. DM is cost-effective
- 72. https://justflowerst.wordpress.com/about 8/14/2021 Digital Marketing CONCLUSION • Digital Marketing empowers businesses to build brands and remain connected to its target customers