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GROUP

PRESENTATION
PRESANTH RAO J17023217

WONG YING WEI J6022784

CHYE SEE ZHENG J17023302

TA M E E M D A R A H J 1 7 0 2 3 4 0 3

SUNITHA MARY J17023212


SOCIAL MEDIA MARKETING PLAN
BACKGROUND STUDY
I N T RODUC TI ON|PERPETUAL M A P |PESTL E A N A LYSIS|SWOT
INTRODUCTION
A home grown premium chocolate brand, established in 1995, and
first incorporated in Desa Serdang, Selangor (Beryls
2016)
Provide high quality product, innovative, and good services to
customer by only using the best cocoa beans from Ghana
(Beryls 2016)

Can be found in over 15 countries around the world


(Beryls 2016)
PERCEPTUAL MAP
High Quality

Low High
Price Price

Low Quality
PESTLE ANALYSIS
Political Government intervention
Democratic political influence
Economic High degree of concern to the economic
choices
High economic growth and development
Social Consumer preference, lifestyle and interest
Health consciousness
PESTLE ANALYSIS
Product development, advertising, and promotion
Technology Quality control ( Manufacturing)
Adopt digital media to promote products, create
strong brand name and gain greater market share

Rules and standards for the safer and healthier food


Legal products
Quality assurance and HALAL Certification (ITC 2017)

Natural climate ( Chocolate have cold impact on


Environmental human health)
Corporate social responsibility
SWOT ANALYSIS
STRENGTHS WEAKNESSES
1) Quality cocoa beans 1) Unattractive packaging design
2) Affordable price 2) Lack of advertising through media
3) Wide varieties of flavour 3) Lack of variety in sizes
4) Easily available 4) Lack of research & development
5) Recognized brand
6) Attractive promotions

OPPORTUNITIES THREATS
1) Growth stage in PLC 1) Market competitiveness is high
2) Increase popularity of dark chocolates 2) Increasing health concerns
3) Increasing luxury seekers 3) Supply chain management is costly
4) Many festive seasons 4) Volatile cocoa prices
5) Increasing usage of social media
6) Emergence of E-Commerce
THE MARKET
OBJECTIVES|DEMOGRAPHIC|PSYCOGRAPHIC |
BEHAVIOURAL||TARGET AUDIENCE
DIGITAL MARKETING OBJECTIVES
Winning customer confidence and
building long-term loyalty
OBJECTIVE #1

To raise Facebook awareness and


increase fan following from 25,500
to 100,000 by 31st December 2017
OBJECTIVE #2

To activate Instagram Account to


increase followers to 100,000
OBJECTIVE #3
DEMOGRAPHIC SEGMENTATION
Users of Facebook and Instagram

Children above 12 years old

Youth and Adults

Both genders

Chocolate lovers

Middle class people income


PSYCHOGRAPHIC SEGMENTATION
Offering chocolates with different flavours , varieties of choices ,
tastes and sizes

Affordable prices

High quality ingredients and raw materials

Attractive packaging with labelling

Suitable for Malaysia and international markets


BEHAVIOURAL SEGMENTATION
Gifts on social and religious occasions like Christmas , Muslims
feasts, Chinese New Year and other festivals of the year.

Visiting relatives or patients, returning from travel.

Parents want to bring for their children to cheer them up.

Chocolate gifts to celebrate special occasions like weddings,


new born babies, anniversaries and more

Chocolates lovers who like to eat good quality chocolate with


affordable price.
TARGET AUDIENCE
Working
men and
women 25-
Users of 54
social Middle
media - class
Facebook & income
Instagram

children
Chocolate
and
lovers
families

Malaysian
People
and
having
Internation
special
al
occasions
customers
SOCIAL MEDIA FACTS
SOCIAL MEDIA COVERAGE IN
MALAYSIA

Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia/
WHY SOCIAL MEDIA ?
Malaysian Digital Economy Corporation
reported that there are approximately
19 million Malaysians
who are online (Ee Ann Nee
2017)

By Marketing via Social Media, Beryls


audience selection is fairly broad as it
does not only raise awareness amongst
Malaysians but also to the international
market

Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia
/
ACTIVE SOCIAL MEDIA PLATFORMS

Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia/
SURVEY ON FACEBOOK
Based on a survey conducted by the Society for Human Resource
Management, Facebook has been reported to be the most
popular visited website for external
communications (Linchi Kwok and Bei Yu 2012)
__________________________________________________________

The results from a survey from the Monash University Malaysia and
University of Malaya (UM), Facebook is one of the top three most
used social media platforms among students in
private and public universities (Sani 2017)
GLOBAL SOCIAL MEDIA STATS

Source : http://sme.org.my/2016/04/20/how-many-instagram-users-in-malaysia/
STRATEGY
FACEBOOK|INSTAGRAM|CAMPAIGN
BERYLS FACEBOOK PAGE
FACEBOOK STRATEGY
headlines information
colors
pictures
demonstrations
videos to motivate more
fans to like it!
FACEBOOK STRATEGY
Collaboration with Dessert Bloggers
To integrate Beryls chocolates in deserts and to blog
FACEBOOK AD STRATEGY
INSTAGRAM AD STRATEGY
Creating attractive account on Instagram

Continuous posting images and videos of beryls chocolates products


and images of customers indulging in Beryls Chocolates.

Post attractive #hashtags


CELEBRITY ENDORSEMENT

Local celebrity endorsement via Facebook & Instagram


PHOTO CAMPAIGN
Promote Campaign on Facebook & Instagram
TACTICS
E-MARKETING MIX|CONTACT STRATEGY|E-
CAMPAIGN INITIATIVE & SCHEDULE
E-MARKETING MIX
Products - Assortment of Beryls chocolates

Promotion online advertisements, outbound email, viral


marketing, recommendations

Place affiliates

Price using price filters (based on customers budget), price


variations (based on product demand and supply)

Sam, K. M., Li, H. L. & Chatwin, C., 201. UNDERSTANDING THE ADOPTION OF ONLINE LANGUAGE LEARNING BASED ON E-MARKETING
MIX MODEL. Journal of Information Technology Management, 28(2), pp. 65-81.
MARKETING COMMUNICATION MIX

Kotler, P. & Keller, K., 2011. Marketing Management. 14th Edition ed. London: Prentice Hall.
CONTACT STRATEGY

Spyer, S., 2014. Business: Conduit. [Online]


Available at: http://www.conduithub.com/blog/whats-a-contact-strategy-and-why-do-you-need-one
[Accessed 2 June 2017].
E-CAMPAIGN INITIATIVE

GOAL: To achieve maximum market


awareness about Beryls products in
the social media
E-CAMPAIGN INITIATIVE SCHEDULE
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Advertising in Billboards
Affiliated Marketing (Lazada, Celebrity
Endorsement, Lifestyle websites)
Newsletter Campaigns (Emails)
Website Introduction to Social Media
Involvement of Beryls
(Facebook,Instagram)
Sponsorship for Local
Social Events (Build awareness)
Market Researching

Launch of Beryls Facebook/Instagram

Beryls ongoing marketing communications


and feedback
ACTION, CONTROL &
BUDGET
ACTION
Group A & P team to advertising Collaboration with third party
Beryl chocolate product in social agencies and media owner to
media platform and offline advertise Beryl chocolate
engagement .

Mindshare
Run a special occasion
promotion event in every outlet MediaCom
GroupM
Maxus
ACTION
Internal resources and skills
Finance team - to ensure all of event expense is minimize

Marketing team - to ensure promoter is well understanding Beryl


Chocolate product and provide sales training .

Store managers to ensure Beryl chocolate product can efficiency


delivery to event sites
CONTROL
Set a goal and Key Performance Indicators (KPIs) to ensure all
employees are achieve the KPI and goals
KPIs Target Time Frame
Sales Revenue +30% 6 months
Active User amount in social 100,000 users 6 months
media (Facebook & Instagram
interactions)
Customer Acquisition Rate +50% 4 months

Celebrity Endorsements 3-4 6 months

Customer satisfaction on product + 50% 6 months


CONTROL
Analysis customer satisfaction
Collect genuine customer feedbacks.

Analysis data from customers satisfaction feedback

Collect rating information about Beryl chocolate product from customer


feedback

Provide free try on Beryl chocolate product for customers

Employee Training

Provide a effectiveness training to employees

Using some sales cases as training assignment for employee


Instagram
Insights

Source: Instagram Insights (Winson 2016)

Facebook
Insights

Twitter
Insights
Source: Facebook Insights (Facebook 2016)
Source: Twitter Insights (Local Surge Media 2013)
BUDGET
Expense List Cost of Expense Total Expense
Celebrities Endorsement - RM 1000 RM 1000 X 12 = RM12 000
Facebook & Instagram
Facebook Ads (weekly) RM 4 per post RM 4 X 2500 post =
RM10000
Photo Campaign ( cash price RM 1000 RM 1000 X 12 = RM 12000
& chocolate gift )
Blogger RM 200 per RM 200 X 10 X 12 = 24 000
blogger
Total RM 58 000
THANK YOU
Q&A
REFERENCES
Richter, v. (2016) 3 Fresh Social Media Marketing Strategies - Welance [online] available from
<https://welance.de/journal/social-media-marketing-strategy-berlin/> [18 June 2017]

Sharma, V. and Bharathi, V. (2013) "Social Media For Start-Ups - An Effective Marketing Tool". SSRN
Electronic Journal [online] available from
<http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major_papers> [18
June 2017]

Singapore, R. (2017) In Southeast Asia, Facebook And Instagram Are Where People Shop [online]
available from <https://www.wsj.com/articles/where-facebook-and-instagram-are-about-shopping-
1481023577> [18 June 2017]

Wally, E. and Koshy, S. (2014) The Use Of Instagram As A Marketing Tool By Emirati Female
Entrepreneurs: An Exploratory Study. [online] available from
<http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1669&context=dubaipapers> [18 June 2017]
REFERENCES
Whats a contact strategy and how do you build one?
Spyer, S., 2014. Business: Conduit. [Online]
Available at: http://www.conduithub.com/blog/whats-a-contact-strategy-and-why-do-you-need-one
[Accessed 2 June 2017].

Sam, K. M., Li, H. L. & Chatwin, C., 201. UNDERSTANDING THE ADOPTION OF ONLINE LANGUAGE
LEARNING BASED ON E-MARKETING MIX MODEL. Journal of Information Technology Management,
28(2), pp. 65-81.

Kotler, P. & Keller, K., 2011. Marketing Management. 14th Edition ed. London: Prentice Hall.

Islamic Tourism Centre of Malaysia (2017) Beryls Chocolate Wonderland [online] available from
<http://www.itc.gov.my/poi/beryls-chocolate-wonderland/ > [14 June 2017]

Beryls Chocolate and Confectionery Sdn Bhd (2016) About Beryls [online] available from
<http://www.berylschocolate.com.my/our-company/ > [14 June 2017]

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