Homework answers / question archive / Course Navigation ? Angela Au Tutorials Support Log Out ? FACULTY 7 NEW Alexa Myre Jennifer Vitulli 5 ? COACH Assessment 3 Instructions: Digital Marketing Plan Develop an 8 10-page digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer

Course Navigation ? Angela Au Tutorials Support Log Out ? FACULTY 7 NEW Alexa Myre Jennifer Vitulli 5 ? COACH Assessment 3 Instructions: Digital Marketing Plan Develop an 8 10-page digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer

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Course Navigation ? Angela Au Tutorials Support Log Out ? FACULTY 7 NEW Alexa Myre Jennifer Vitulli 5 ? COACH Assessment 3 Instructions: Digital Marketing Plan Develop an 8 10-page digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.) Introduction Digital marketing and social media have completely changed the face of marketing. It is not that the older tools and models no longer work (they do!) but, rather, that these tools and models need to be applied in di?erent ways. Digital marketing activities are performed while customers are connected to networks through various mobile devices. Among the many things that make digital marketing unique is the trigger of communication. Customers may target the business (pull communication) or the business may target the digital consumer (push communication). Digital marketing can take place through a variety of modalities including email, text, apps, and any other means by which a customer can communicate on a mobile device. Social media takes the marketer into the world of “views,” “clicks,” and “likes” as a means of ascertaining product appeal to the potential market. Digital marketing has changed the landscape of marketing activities. When measuring the results of social media and digital marketing, we have to measure outcomes to determine the e?ectiveness of a general approach or campaign. If we cannot determine e?ectiveness, how can we possibly know if this is something we want to do again or not? In this assessment, you will gain insight on some approaches to measuring social media and digital marketing e?ectiveness. Unlike other areas of business operations (for example, ?nance), the measurements here are still evolving. However, you need to have at least a foundation for thinking about this very important aspect of marketing. Introduction This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement. Scenario The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Assessments 1 and 2. They have now asked you to develop a Digital Marketing Strategy based on this work. Your Role You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.) Requirements Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including: 1. Situational Analysis Analyze the current situation in terms of customers, intermediaries, and competencies. Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence. 2. Objectives Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be? 3. Strategy Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms? 4. Tactics Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel? 5. Actions Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics. 6. Controls Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics? Deliverable Format Requirements: The digital marketing plan must be at least 8 10 pages in length, in addition to the title and reference pages. Related company standards: The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs. Use at least five scholarly or academic sources, formatted per APA. Evaluation By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria: Competency 1: Apply marketing theories and models to develop marketing strategies. Analyze the current situation in terms of customers, intermediaries, and competencies. Competency 2: Evaluate the effectiveness of marketing strategies and methods. Develop specific measurable objectives. Articulate short-, medium-, and long-term digital marketing strategies. Competency 3: Use data to support evidence-based marketing decisions. Differentiate various techniques to use for implementing strategies. Competency 4: Analyze the role of technology and social media in effective marketing strategies. Develop a project plan for executing each tactic. Develop specific metrics to monitor tactics. Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders. Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional. EPORTFOLIO This portfolio work project demonstrates your competency in applying knowledge and skills required of a MBA learner in the workplace. Save this activity to your ePortfolio for future reference in the workplace. SCORING GUIDE Use the scoring guide to understand how your assessment will be evaluated. VIEW SCORING GUIDE ? MARKETING PLAN FOR BARK BITES Marketing Plan for Bark Bites Pet Food Product Jenn Vitulli Capella University Dr. Angela Au MBA-FPX5012- Marketing Management Assessment 1-1 April 21, 2021 1 MARKETING PLAN FOR BARK BITES Table of Contents Table of Contents ....................................................................................................................... 2 Executive Summary ................................................................................................................... 3 Business Context ........................................................................................................................ 4 Situation Analysis ...................................................................................................................... 5 Marketing Strategy.................................................................................................................... 8 Marketing Tactics ...................................................................................................................... 9 Effectiveness ............................................................................................................................. 12 Summary .................................................................................................................................. 14 References................................................................................................................................. 16 Appendices ............................................................................................................................... 18 2 MARKETING PLAN FOR BARK BITES Executive Summary The pet industry is experiencing significant change. Pet owners worldwide want to know what ingredients are used to make their pet's food and how it is sourced and stored. In response to these changes, the MHS band, one of the major players in the pet food industry, is keen to tap into this opportunity. The company is seeking to launch "Bark Bites," the newest dog food offering in line with these changing preferences. This paper outlines the marketing plan to promote this product and get it to the market. It covers a situational analysis of the company and market, the marketing strategy that will be employed, how to achieve the objective, and how to measure their effectiveness. Finally, it also offers a summary that captures a recap of the entire marketing plan. 3 MARKETING PLAN FOR BARK BITES Business Context According to Pet Biz Marketer, pet food accounts for about 3/4 of all pet industry sales. We have seen pet food brands gaining market share through specialty pet foods. MHS Brands is hoping to gain momentum in this space by introducing an entirely new form of pet food. Freeze-dried dog food is now one of the fastest-growing specialty pet food groups (Bhuvanesh, 2019). Pet owners worldwide want to know what ingredients are used to make their pet's food and how it is sourced and stored. This new demand for information has changed how pet foods are made and has given rise to more unique brands that cater to pet parents' needs. As a result, the MHS brand is pleased to launch "Bark Bites," our newest dog food offering (Bhuvanesh, 2019). Bark Bites is a grain-free, freeze-dried dog food made from raw food ingredients. Consumers prefer grain-free dog foods containing raw food ingredients such as organ meat and vegetables. So, even though these ingredients are difficult to package and ship in pet food form, we could prepare them as freeze-dried pet food, increasing their shelf life. MHS Brands realizes that pet owners want pet foods to solve the growing health issues associated with humanization, such as obesity, arthritis, and other health concerns. This realization is the reason we feel it is vital for our company to enter this specialty marketplace. Our corporate objectives are to capitalize on the current trends in the pet food industry and to tap into this new emerging market place where we can capture a percentage of the Direct-To-Consumer pet market, which is estimated to be at about $13.5 billion, with a staggering growth rate of over 50% in 2020 (Grand View Research, Inc., 2020). 4 MARKETING PLAN FOR BARK BITES Situation Analysis As MHS brand seeks to launch a new product into the dog food market, success in implementing its marketing plan will depend on obtaining and making use of accurate and strong data in decisionmaking (English, n.d.). The situational analysis offers this information and establishes the operating environment of the organization. The analysis examines the internal aspects of the organization as well as the external environment. The SWOT analysis (Appendix I) and PESTLE analysis (Appendix II) offers this insight. "Bark Bites," which is the company's newest dog food offering, will complement the company's product line, expand its current portfolio, and add to it as a specialty offering that is part of the emerging trend in the dog food market. The main target will be pet owners who have great concern about their pets' foods and want pet foods to solve the growing health issues. This specialty segment is more health-conscious about the well-being of their animals and is keen to ensure that the foods consumed are healthy. Freeze-dried dog food is emerging as one of the fastest-growing specialty pet food segments, with diverse players in the industry seeking to make their mark. Some of the global players that the brand has to contend with include; Blue Buffalo Pet Products, Inc, Diamond Pet Foods, Hill's Pet Nutrition, Inc, Lupus Alimentos, Mars Incorporated, Nestlé Purina, The Hartz Mountain Corporation, The J.M. Smucker Company, Total Alimentos SA and WellPet LLC (Grand View Research, 2019). The company's SWOT analysis shows that it has significant strengths that will be instrumental in ensuring its success even though it faces some strong competitors. MHS Brand is among the top 5 pet food industry leaders, and the company has been in business for over 50 years. The company is recognized as a quality-based brand in the US marketplace. It has established a strong relationship with 5 MARKETING PLAN FOR BARK BITES its suppliers, has a low risk of non-delivery, and its leadership team is experienced and innovative (Appendix 1). In seeking to expand into the new specialty market, the SWOT analysis shows the firm's great opportunities that it can exploit to ensure success. First, consumers within the US market have a great value for their pets and have humanized their health and well-being. As such, the company can focus on this growing sentiment and deliver. Further, the market has experienced growth as the Covid-19 pandemic has increased pet adoption and treatment as family members. There is also a growing market for non-traditional pet foods like the new freeze-dried product that the company seeks to expand its operations to offer. As such, MHS brand has great opportunities that they can tap into to expand their operations. The company, however, has to be aware and deal with the various weaknesses and threats it faces in the form of emerging markets that target the same consumer base. There is also high competition from direct competitors in the industry such as WellPet, Stella, Chewy, and K9 Naturals, the other four top players in the industry further. However, the new product presents a unique opportunity; it is an emerging market that lacks a proven success record. The other threats that the company faces include social media presence, cheaper alternatives, and other brands that offer similar products. A PESTLE analysis of the industry (Appendix II), on the other hand, shows that there are some hurdles that the brand has to deal with as it seeks to introduce a new product to its portfolio. Although there is a market niche with a great interest in these healthy foods, the company has to deal with diverse environmental factors. From the political arena, the brand has to deal with corruption issues in regulating consumer goods, interference with food products and bureaucracy, contract enforcement legal framework, favored trading partners, tariffs and regulation of the trade, and the protection of intellectual property. 6 MARKETING PLAN FOR BARK BITES From the economic front, the company has to deal with its workforce, the market’s educational level, costs of productivity and labor, the stage in the business cycle, the availability of discretionary income, and so forth. These economic factors influence the ability of the firm to offer the product and its reception in the market. From the social perspective, the company has to deal with the emerging demographics and their skill levels regarding high-end pet food. Others are the education of the MHS Brand Pet industry, the value that people have placed on pet nutrition, leisure interests and attitude of pet food, and consciousness of the environment. Technological issues are also a factor to contend with as the company competes with other major players in the industry. Other factors are the impact technology has had on the market, food cost structure, value chain, and diffusion rate in technology. From the legal front, the company has to deal with patents, copyrights, consumer protection laws, health and safety laws, food antitrust laws, and so forth. With environmental issues becoming a major concern, MHS has to deal with its carbon footprint in manufacturing, pollution of water and air, waste management, recycling, and its attitude towards going green (Appendix II). Through research and our analysis into the pet industry market industry, we can educate ourselves on how best to position Bark Bites to stand out from rivals and have a distinct advantage within our target audience. Our SWOT analysis (see Table 1) provides us with a realistic view of our brand's chances of success and allows us to do a deep dive into the current marketplace climate. Here we can learn more about our rivals (direct competitors and indirect competitors), our brand's advantages, and future risks and problems confronting our brand. We will also be able to recognize opportunities to win market share and extend our presence. Finding a niche or untapped market and delivering the right message to those customers is essential for effective branding. Conducting the 7 MARKETING PLAN FOR BARK BITES analysis provides us with a big picture and a detailed view of the market and where our brand can fit in to connect with customers. For example, we use our comprehensive trade publication network to directly access our professional services clients' target market for opportunities from highly specialized customers. In determining our target market, we know that North America is the largest market, and pet ownership has increased mainly in more affluent households in 2020. Looking at the change in pet ownership from 2019 to 2020, ownership increased primarily in households with incomes above $80,000 per year. Not surprisingly, the premium pet food segment sales increased the most in 2020, up to about 9% (Phillips-Donaldson, 2021). Marketing Strategy The corporative objective of MHS brand is to introduce an entirely new form of pet food that is a freeze-dried dog food and has branded their product as the "Bark Bites”. The overall position strategy of the product will be based on the differentiation of product characteristics, while the positioning statement will be: "Bark Bites, quality products for the other member of your household." MHS brand is a major dealer in the pet food industry. As such, this new product offering will be marketed as a new specialty product to health-conscious members of society who are keen on knowing the ingredients of the product that their dog eats and seek to ensure their health. The company's overall strategy will seek to set its product apart from other industry competitors based on product characteristics and quality. The company will reiterate the nature of the product, the nutritional components that have been used to create the meal to ensure that it is healthy. The promotional strategy will emphasize the growing level of health consciousness and its importance to ensure that even pets eat healthy meals. The product's price will also be considerably higher than the other portfolio 8 MARKETING PLAN FOR BARK BITES products enhancing the quality and the costliness of the Bark Bites products. Through our research and analysis of the freeze-dried pet food industry, we can determine how to best position Bark Bites to stand out from its rivals and have a distinct advantage and differentiation over our competitors by: • Utilizing recycling materials for product packaging with an eco-friendly food scoop as a bonus. The practice will show the company as being environmentally conscious and friendly in its operations. • Modern and customized nutrition product labels which further personalize the content based upon gluten-free, plant-based, probiotic formulas, CBD, etc. the label will enable the client to determine the content of the product and choose the offering which offers a more healthy option. • Once customers sign up, they receive free personalized labels with their pet's name and a customized dietary guide. The customization of the products will serve to enhance customer identification with the product and loyalty. • Simple Text message to relay feedback once the product is received. Marketing Tactics In marketing the "Bark Bites" product, the MHS brand will use diverse promotional strategies to attain the objective. It will create ads that will be placed on various communication outlets, promotional videos, and campaigns targeting potential customers. The company will also give a few samples of the product to few targeted consumers making sure that the product enters the market. The product's pricing strategy will be higher than the other traditional dog products and will be used to emphasize the quality of the product. Although the product is new, the premium pricing will be used to communicate 9 MARKETING PLAN FOR BARK BITES to the market the high-quality nature of the product above the traditional products and other competitors in the field. The distribution strategy employed will include online sales, stocking at local pet shops and distributors, and tapping into the company's vast distribution network. Even as MHS brand has chosen its marketing strategy, it is essential to determine the marketing tactic that it will use to achieve its set goals. While the marketing strategy dictates the activities that need to be undertaken to achieve the vision and goals of the company, the tactics are the strategy details that stipulate what precisely the company will do (Chaffey, 2021). Marketing tactics are organic to the strategy. There are several tactics that MHS brand will use to market Bark Bites, its new product offering in line with the differentiation strategy that the company has adopted. These tactics include: Multimarket channels where the brand will use different digital media to disseminate information to potential customers (Get smarter, 2019). The use of the other platforms will enable the company to engage with its consumers in the online platform, where they will be made aware of the new product offering the company has. The approach will also enable the firm to enhance its brand messaging, reaching more current and new customers through the platforms. The expected benefits of using this strategy include strengthening the company's return on investment, increasing sales, improving the company's brand visibility, increasing cost-effectiveness and efficiency. The plan will also enable the company to engage in frequent interaction with their audience and build trust. Content marketing- The firm will also engage in content marketing by generating a database of content linked to infographics, videos, blogs, thus increasing the company's access and viewership of the content. The content will relate and resonate with the viewer and their pets by focusing on the particular audience and persuading them to engage with the content. The tactic will focus on topics that resonate with the audience and use them to direct the traffic to the company, increase brand awareness grow traffic on the site, increase the number of leads and retain the existing organizational customers. 10 MARKETING PLAN FOR BARK BITES Video- Here, the company will use videos to tell their stories and connect with their viewers. Through the storytelling technique, the company will connect with the viewers emotionally and visually. For example, the company can use the tactic to show the beloved pets being treated with the new product offering. The video will also increase the company's reach, creating a broader audience and increasing brand familiarity. Mobile-The Company will also target its strategy to mobile devices. With the mobile having a very high penetration, the tactic will enable the company to more consumers who use their smartphones to access information and purchase the needed products. Get smarter (2019) asserts that approximately 65% of consumers fulfill their needs to buy their mobile phones. As such, using this tactic will enable the company to expand its reach to more consumers. Social media- Another tactic employed by the company will be the use of social media. MHS brands will be used to increase the company/ product awareness through the advertising campaigns fashioned. The platforms will also make interpersonal communication between the brand and its consumers easier to offer more insight on the new products. With the extent and reach of these networks continually growing and its revenue being approximately $126 million the company will hope that this new product offering will increase its revenue by 15% in year one with 2-3% growth projected YOY. Some of the sites that the product will be marketed in include Facebook, Instagram, Twitter, Google, Pinterest, YouTube, and LinkedIn. Blogs- Information on the product will also be captured in blogs. The blogs will provide insight on the product, the ingredients, the benefits of the product, its superiority, and why consumers should buy it. The blog will persuade consumers to try and get the product for their pets, given the benefits. Email will be used to engage in direct communication with the customers of the firm. Since MHS brand 11 MARKETING PLAN FOR BARK BITES is a long-time player in the pet industry, the company has had numerous consumers who have been with the company and have made subscriptions. The company will use these emails to communicate with these current clients about the new product offering and why they should get it for their beloved pets. Search engine optimization (SEO) will also be targeted as the company seeks to improve the company's visibility and new product offerings. The marketing team will work with the IT team to enhance the company's website, make it friendly, and draw more customers to the site. Pay-per-click (PPC) advertisements- The company will make use of the targeted advertisement, which will be located at different websites and pages for search results, making them visible to potential customers. By selecting some of the sites with heavy traffic, the company will increase its visibility and the potential number of people who will purchase it. Effectiveness When a company engages in marketing activity, it is essential to determine the effectiveness of the campaign and the results obtained. Soffer (2019) asserts that marketing effectiveness determines how well the company was able to increase its revenue through the strategy employed while at the same time reducing the costs incurred. When seeking to measure the impact of the marketing strategy, there are several approaches and metric that an organization can employ. MHS brand’s marketing strategy will include tactics where the company will run its promotions using different platforms and can then assess the effectiveness of the strategy by analyzing revenue increases. In the short-term, the company can check for an immediate increase in the revenuegenerating, in this case, from the new product. In the long-term, the company can also focus on revenue increasing while looking at the different streams (Soffer, 2019). In the case of MHS, some of the 12 MARKETING PLAN FOR BARK BITES indicators that will be used to determine the effectiveness of the marketing include: Return on Investment (ROI)- Here, the company will measure the amount of sales revenue generated from the product sale compared to the amount used in the marketing campaign (Kucheriavy, 2021). The approach will also enable the company to measure the quality of leads that have been generated from various platforms. Cost per Win (Sale)- Here, the company will compare the sales generated with the costs incurred to determine the cost per sale. The approach will be instrumental in helping the organization make a comparison of the campaign to others (Kucheriavy, 2021). Cost per Lead will also be calculated to determine the marketing's cost-effectiveness. By focusing on the leads that the campaign generates, the firm will determine the cost that is incurred per lead. Conversion Rate – Here, the company will seek to determine the number of visitors drawn by the campaign and those that were converted to leads and customers. The indicator will then compare the number of visitors who visited the site and those that were converted to determine the conversion rate. The approach will be effective in shedding light on the quality of traffic that the different sites bring to the website. Incremental Sales will be a fundamental measure for the effectiveness of the marketing. Here, the company will seek to determine the impact of the marketing campaign in increasing the product's sales. The number of sales generated will effectively determine the marketing campaign's impact in moving the new product. The Purchase Funnel Method will be used to analyze and measure the sales process by focusing on the number of leads that each of the channels/marketing campaign. The importance will be to identify the 13 MARKETING PLAN FOR BARK BITES drop-off points and shed more information on the company's sale cycle. Multi-Channel Funnels and Attribution- Since the company uses diverse channels and tactics, the company will also use multi funnel channel attribution. The impact will be to get a precise picture of the marketing strategy employed through attribution modeling. With these different mechanisms, the company will be able to get a clear picture of the impact of the marketing strategy and its effectiveness in helping it attain its objective of launching a new product into the market. Summary The pet industry is experiencing significant change. Pet owners worldwide want to know what ingredients are used to make their pet's food and how it is sourced and stored. In response to these changes, the MHS band, one of the major players in the pet food industry, is keen to tap into this opportunity. The company is seeking to launch "Bark Bites," the newest dog food offering in line with these changing preferences. A situational analysis of the company shows that "Bark Bites," which is the company's newest dog food offering, will complement the company's product line, expand the current portfolio of the company and add to it as a specialty offering which is part of the emerging trend in the dog food market. The main target will be pet owners who have great concern about the foods their pets consume and want pet foods to solve the growing health issues. This specialty segment is more health-conscious about the well-being of their animals and is keen to ensure that the foods consumed are healthy. Using SWOT and PESTLE tools, the company gains a realistic view of our brand's chances of success and allows us to do a deep dive into the current marketplace climate. 14 MARKETING PLAN FOR BARK BITES In terms of marketing strategy, the overall position strategy of the product will be based on the differentiation of product characteristics. The company will reiterate the nature of the product, the healthy components that have been used to create the meal to ensure that it is healthy. The promotional strategy will emphasize the growing level of health consciousness and its importance to ensure that even pets get to eat healthy meals. The price strategy for the product will be premium. The marketing tactics will include: multimarket channels, content marketing, video, mobile, social media blogs, email, search engine optimization (SEO), and pay-per-click (PPC) advertisements. The effectiveness of the marketing strategy will be measured using: Return on Investment (ROI)-, Cost per Win (Sale), Cost per Lead, Conversion Rate, Incremental Sales, Purchase Funnel Method and MultiChannel Funnels and Attribution. 15 MARKETING PLAN FOR BARK BITES References Bhuvanesh, A. (2019, September 25). Pet Care Industry in 2020 | What You Need To Know About it. Pet Biz Marketer. Retrieved April 17, 2021, from https://petbizmarketer.com/pet-care-industry/ Chaffey, D. (2021). Marketing strategy vs. tactics – why the difference matters. Retrieved from https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing-strategy-vstactics-difference/ English, D. (n.d.). Key elements of a marketing plan situation analysis. Retrieved from http://smallbusiness.chron.com/key-elements-marketing-plan-situation-analysis-65457.html Exploding Topics (Ed.). (2021). 7 Pet Industry Trends To Know In 2021. Exploding Topics. Retrieved April 18, 2021, from https://explodingtopics.com/blog/pet-industry-trends Get smarter (2019). 10 Marketing Tactics Every Brand Should Use. Retrieved from https://www.getsmarter.com/blog/market-trends/10-marketing-tactics-every-brand-shoulduse/ Grand View Research (2019). Pet Food Market Size, Share & Trends Analysis Report By Product (Dry Food, Wet/Canned Food, Nutritious Food, Snacks/Treats, Others), By Application (Dog, Cat, Others), By Region, And Segment Forecasts, 2019 – 2025 Available at; https://www.grandviewresearch.com/industry-analysis/pet-food-industry Grand View Research, Inc. (Ed.). (2020, April 6). Pet Supplements Market Size Worth $1.05 Billion by 2027 | CAGR: 6.4%. PR Newswire. Retrieved April 17, 2021, from https://www.prnewswire.com/news-releases/pet-supplements-market-size-worth-1-05-billionby-2027--cagr-6-4-grand-view-research-inc-301035668.html Kucheriavy, A. (2021). Marketing Effectiveness - How to Measure Your Marketing Success Retrieved from https://www.intechnic.com/blog/marketing-effectiveness-how-to-measure-yourmarketing-success/ 16 MARKETING PLAN FOR BARK BITES Phillips-Donaldson, D. (2021, April 16). Insights on pet ownership changes, impact on pet food. PetFoodIndustry.com. Retrieved April 18, 2021, from https://www.petfoodindustry.com/blogs/7-adventures-in-pet-food/post/10204-insights-on-petownership-changes-impact-on-pet-food Soffer, A. (2019). Marketing Effectiveness: What It Is and 4 Ways to Measure It. Retrieved from https://www.leadspace.com/marketing-effectiveness/ 17 MARKETING PLAN FOR BARK BITES Appendices Appendix 1: Table 1 SWOT Analysis of the Raw and Freeze-dried Pet Food Market 18 MARKETING PLAN FOR BARK BITES Appendix II: Table 2 PESTEL Analysis of the Raw and Freeze-dried Pet Food Market 19 1 Jenn Vitulli Capella University Dr. Angela Au MBA-FPX5012Marketing Management Assessment 2-1 April 27, 2021 Branding Presentation for Bark Bites Pet Food Product 2 Importance of Product Name New Product’s Role in the Brand Target Market New Product Objectives New Product Position Competitive Pricing Strategy Packaging Promotion Placement Presentation Outline 3 Importance of Product Name How Descriptive Is The Name? How Will The Master Brand Appear? Relationship to the master brand What Kind Of Conversation Are We Having With The Customer? What Part Of The Story Does The Name Need To Tell? Name Attributes How Unique Are We ? Who Are We Like? Who Are We Different From? How Will We Invest To Tell The Story? 4 New Products Role in the Brand Table 1 Opportunities for New Product Roles under a Brand Note. Mahaffie, J. (2017, April 5). Foresight fuels product and brand innovation. Forsight Culture Club. Retrieved April 25, 2021, from https://foresightculture.com/2017/04/05/ foresight-fuels-product-and-brand-innovation 5 Target Market Ideal target market: Age groups: 35-64 (Gen Xers and Boomers) Sex: Females Income: $70- 100K+ Psychographic target: Dog people strongly identify with their dogs, define themselves in terms of their relationship with their dogs and treat their dogs like people Primary markets: North America and China Values: Pet owners reported giving equal or more priority to buying healthy food for their pets compared with themselves. Education level: College degree or greater Product choice influenced by: veterinarian or the internet Perception of their pet: pet owners perceive their pets as child-substitutes 6 Locate areas of consumer dissatisfaction with current natural freeze-dried products of competitors and market to them with “benefits” New Product Objectives Learning from Capitalize and market to new emerging target group who “humanizes” their pets Improve customer competition- what are experience and ease of they doing right or access and use wrong and follow what works Provide easy feedback forum to learn what is working “Our objective is to increase market share by 20% and to obtain customer satisfaction ratings of at least 90% by the end of 2022.” Identify unsatisfied needs and meet them 7 New Product Position Product Details What is it? Bark Bites a freeze-dried dog food What it does? It is a specialty pet food What it means? The product is differentiated from others Why should I care? Because it presents high quality Bark Bites will be positioned in the market through differentiation of the product characteristics 8 Competitive Pricing Strategy ? While it is a high-quality product that will be more costly that the other company offerings, penetration pricing will be lower. ? The lower prices will enable the brand to move into the market quickly and deeply. The pricing strategy for Bark Bites will be penetration pricing. ? The prices will later be readjusted to reflect the premium pricing for the quality product. 9 Packaging ? The product packaging will utilize recycling materials with an eco-friendly food scoop as a bonus. ? The packaging will show the company as being environmentally conscious and friendly in its operations. ? It will utilize modern and customized nutrition product labels which further personalize the content based upon gluten-free, plant-based, probiotic formulas, CBD, etc. ? The label will enable the client to determine the content of the product and choose the offering which offers a more healthy option 10 Promotion ? The brand will use diverse promotional strategies to attain the objective. ? It will create ads that will be placed on various communication outlets, promotional videos, and campaigns targeting potential customers. ? The company will also give a few samples of the product to few targeted consumers making sure that the product enters the market Placement 11 Bark Bites will adopt the use of social media platforms in product placement and increase its visibility. These social media platforms will take the product and place it out there for the world to see and interact with it. 12 References • Berman, C. (2021). The importance of defining your target market. Small Business Chron. Retrieved April 25, 2021, from https://smallbusiness.chron.com/importance-defining-target-market-69728.html • Evolve Creative (Ed.). (2021). Why your brand name is important and reflects who you are. Evolve Creative. Retrieved April 25, 2021, from https://www.evolvecreative.com/why-your-brand-name-is-important-andreflects-who-you-are • Korucu, A. (2018, December 12). 5 trends that will influence the pet food industry this year. Qrill Pet. Retrieved April 25, 2021, from https://www.qrillpet.com/blog-and-news/5-trends-that-will-influence-the-petfood-industry-this-year • Kotler, P. T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Boston, MA: Pearson • Mahaffie, J. (2017, April 5). Foresight fuels product and brand innovation. Forsight Culture Club. Retrieved April 25, 2021, from https://foresightculture.com/2017/04/05/foresight-fuels-product-and-brand-innovation • Marketing-insider (n.d). New Product Pricing – Skimming or Penetration Pricing? – Pricing in the Introduction Stage Retrieved from https://marketing-insider.eu/marketing-explained/part-iii-designing-acustomer-driven-marketing-strategy-and-mix/pricing-strategies-and-considerations/additional-pricingconsiderations/new-product-pricing/ • Morr, K. (2016). The ultimate guide to product packaging design. Retrieved from https://99designs.com/blog/tips/ultimate-guide-to-product-packaging-design/ • Sandhya M (n.d). Product Positioning Retrieved from https://www.economicsdiscussion.net/marketing2/product-positioning/product-positioning/32446 • Schleicher, M., Cash, S., & Freeman, L. (2019, June 6). Determinants of pet food purchasing decisions. National Center for Biotechnology Information. Retrieved April 25, 2021, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6515811/ 13 Thank You 120 East 56th Street New York, NY 10022 Contact Number: 1-800-Pet-Well Email Address: info@barkbites.com 1 Assessment 3: Digital Marketing Plan Digital Marketing Plan for Bark Bites Pet Food Product Jenn Vitulli Capella University Dr. Angela Au MBA-FPX5012- Marketing Management Assessment 3-1 May 10, 2021 2 Assessment 3: Digital Marketing Plan Table of Contents Executive Summary…………………………………………………………………………………………………3 Situation Analysis……………………………………………………………………………………………………4 Objectives……………………………………………………………………………………………………………….7 Strategies………………………………………………………………………………………………………………..8 Tactics…………………………………………………………………………………………………………………….10 Actions……………………………………………………………………………………………………………………10 Controls………………………………………………………………………………………………………………….11 References………………………………………………………………………………………………………………13 Appendicies…………………………………………………………………………………………………………….16 3 Assessment 3: Digital Marketing Plan Executive Summary MHS Brands will utilize the SOSTAC model to create and implement Bark Bites' digital marketing plan. This report will follow SOSTAC's six steps to make the most of those channels, which contain analysis: Situation Analysis, Objectives and Strategy, Tactics, Actions, and Controls. This analysis will be beneficial as it will provide a simple, easy-to-follow structure that outlines all the steps needed to build and implement our Bark Bites digital marketing plan (Chaffey, 2020). 4 Assessment 3: Digital Marketing Plan Situation Analysis The first step in using this digital marketing planning framework is to do a situation analysis. The beginning of any effective marketing strategy (digital or otherwise) is a comprehensive analysis of how a business is set up and its interaction with the wider advertising world. Thus, situation analysis is the basis of the digital marketing planning process. Our situation analysis is a collection of methods we use to assess what we see impacting the company's internal and external environments, including the various opportunities and threats facing us in the marketplace as defined in our SWOT analysis. Our detailed analysis will review issues such as management, resources, culture, technology, different sales/marketing proposals, defining our customers, and everything that we have control over within the company to a greater or lesser degree. In addition, we will explore what is happening in the broader business environment. Digital Customers The strengths of MHS products include our reputation with our consumers, the value we bring due to product diversity, and our product positions in the natural pet food marketplace. MHS Brands controls over 8% of the natural pet food market in the United States. With over 85 million pet owners, this equates to 6.8 million MHS Brand customers (III, nd). With a large consumer base, there is a good chance that every pet owner has heard of MHS Brand products. Greater recognition of brands is further enhanced by utilizing social media platforms. The digital marketing element adds another layer of power to reach a large consumer base. Although our digital marketing is vital, other natural pet food companies utilize similar platforms indicates an area of potential weakness for us. Therefore, our company will need to create content that highlights the value proposition to persuade consumers to value the benefits of Bark Bites and be willing to switch to our product, which in some cases may be more expensive than the competition. The ability to tap into an underserved consumer is an excellent opportunity for Bark Bites to expand its customer base. According to a 2015 study, 13% of 1,826 pet respondents already fed their cherished pets raw foods, while another 37% were interested in switching to raw foods (Pet Food News, 2015). In the current natural pet food product selection, it is estimated that 13 percent of the 85 million households are still unsatisfied, leaving more than 11 million families desiring a better product. MHS Brand has a chance to capture this market with Bark Bites. Raw pet foods have gained tremendous popularity because pet owners place much more value on the health of their pets and directly relate 5 Assessment 3: Digital Marketing Plan their health to the choices of foods that they eat. MHS Brand's reputation as a natural pet food company that values natural and healthy ingredients for the products differentiates itself from other competitors who can pose a lower threat to other companies offering a lesser value to consumers. Customers Personas In addition, we will create customer personas that assist us in bringing to life who our existing customers are and what their purchase motivations are. Persona development helps us, across our entire organization, make our clients' profiles come to life. We will achieve this by creating a series of personas extracted from our existing data from our Customer Relationship Management (CRM) system. CRM is a combination of actions, strategies and technologies used by companies to manage and analyze customer communications and data throughout the customer life process. We will then use these analytics to build a profile picture of our existing customers. Some of the data we plan to extract from our CRM will be: male vs. female, ideal age group, location and address details, purchase history, preferred purchase method and route. Additionally, we will want to investigate if these purchases are made via search engines, emails or from our direct website or an affiliated site. Lastly, we need to know the frequency of the purchases. Finally, we will return to our SWOT analysis of our organization (Appendix 1). By thinking back and embracing all of our internal departments rather than just the digital marketing department, we can gather evidence and have strategic discussions with our partners and suppliers on how best to reach and market to our customers. Intermediaries Consumers prefer a variety of ways to access our products. As a result, MHS Brands has shown that we can adapt to various distribution channels. We will use several distribution channels to give customers the access they desire, including stores such as Petco, Chewy, Amazon and even small family businesses and especially promotion by veterinary clinics. In addition, MHS Brands aims to launch an athome-based subscription for Bark Bites' freeze-dried products, which will allow us to send these products directly to customers and provide auto-ship option. Competencies The current MHS Brands product line includes wet, frozen, and freeze-dried pet food products, all with natural, non-GMO, raw ingredients. These products are sold in top-quality pet food markets, 6 Assessment 3: Digital Marketing Plan hypermarkets, and veterinary offices throughout the United States. As a result, MHS Brands has a solid reputation among our current customers, with consistent sales and growth, especially these last five years. In addition, the company has become more and more involved in "humanizing" pet food labels as consumers have demanded whenever possible. This success is evidenced by the recent introduction of Bark Bites, freeze-dried specialty pet food products. MHS Brands has been a Pet Food Industry leader for over 50 years. Our strong relationship with a diversified group of supplies ensures that our products maintain their high quality and have a low risk of non-delivery or insufficient inventory. In addition, our experienced and seasoned leadership team understands how to ebb and flow and pivot as the marketplace and consumers dictate. Competitive Analysis There is significant competition in the natural pet food industry. WellPet, Stella, Chewy and K-9 Naturals are among the most significant small competitors (Grandview, 2019). Mars Petcare, Inc. is currently the leading dog food producer, with approximately $ 18.1 billion in sales (Khillari, 2020). The company now owns more than 30 products and is considered the world's largest animal feed producer. Its products are available worldwide by many online retailers in addition to traditional distribution centers. (Table 2 shows the leading pet food companies worldwide today). MHS Brands' main competitors use multi-market competition forces to maintain their status as top industry players in both the general and natural pet food industries which is referred to as a type of hybrid competition. This is accomplished by deliberately expanding their market portfolio into diversified products through mergers and acquisitions as well as aggressive expansion. MHS Brands will fight market competition and enhance the company's reputation by introducing Bark Bites, a high-quality, raw and freeze-dried pet food product into the exploding natural pet-food marketplace. This will increase sales of existing products and allow the company to identify new customers, which will lead to an increase in revenue. According to market research, e-commerce sales for these natural pet food products will continue to grow at a rate of 10-15% per year. Additionally, there has been a huge e-commerce surge with over 40% of pet food purchases being made online or influenced by digital media (Pet Food Industry News, 2021). As a result, a robust web-based presence is essential to the long-term success of the product. Many of the most popular types have a significant internet presence. As a result, small businesses have begun to focus on e-commerce strategies, recognizing that it is crucial to compete with more prominent brands by highlighting the products most desirable features. This research highlights the importance of MHS Brands in developing an effective digital marketing strategy to compete in the 7 Assessment 3: Digital Marketing Plan industry. It is important to post every day when an online brand is created. When analyzing rivals, it was found that those who post regularly and consistently with relevant and valuable content have more viewers and followers (DMI Blog, nd). Objectives Today, social networks are vital to staying competitive. Revenue from social media advertising in the United States in 2019 was $36.14 billion and it is expected to rise steadily and exceed $50 billion by the end of 2021 (Guttmann, 2020). The internet has had an enormous impact on marketing strategies. As much as pet food companies strive to innovate and compete online, the competition has only steadily increased. Customers can access product information, make price comparisons, and make informed purchasing decisions within seconds (Key & Czaplewski, 2017). For this reason, the use of social media and digital technology will both be essential elements of Bark Bites marketing strategy. Companies can expand their customers while increasing customer loyalty in this way. Communication via multi-channels will reach a larger target audience and the message creation and channel selections produces synergies that increase the potential to influence the decision maker. MHS Digital Marketing Strategy will target female customers between the ages of 35-64 (Gen Xers and Boomers). First, this target market will focus on educated females who are the primary household decision-makers. They are also educated and therefore value and understand how to use online resources and social media to make educated decisions and stay aware of trends. This age group is also financially more stable with an increased awareness of the environment, places value on high-quality food products (moving to organic products, consuming less milk, etc.) (Delventhal, 2020). These targeted pet owners gives equal or more value to buying healthy pet food products for their pets compared with themselves. Therefore, MHS Brands must ensure that Bark Bites' product awareness reaches social media platforms to reach and saturate this target market with information quickly. A social media study conducted by the Pew Research Center, a non-discriminatory fact tank that informs the public about the issues, attitudes, and trends that shape the world, found that: • 79 percent of people aged 30-49 use Facebook, 87 percent use YouTube, and 47 percent use Instagram (PEW, 2019). • 68 percent of people aged 50 to 64 use Facebook, 70 percent use YouTube, and 23 percent use Instagram (PEW, 2019). 8 Assessment 3: Digital Marketing Plan • Overall, 74% of people use Facebook daily, 51% use YouTube daily, and 63% use Instagram daily (PEW, 2019). • 32% of social media users visit YouTube weekly and not daily (PEW, 2019). MHS Brands faces the challenge of introducing a new product into the natural pet food market without having the same long history in this specific marketplace like some of its competitors have. To aggressively compete, MHS Brands will need to build greater digital awareness about the all-natural Bark Bites freeze-dried product. This awareness can create significant value to its new product customers, who will remain loyal if satisfied (Spaulding, 2020). Our measurable objectives of the digital marketing plan include Strategies Short-term MHS Brands will establish a powerhouse e-commerce presence for its Bark Bites product by maximizing our customer’s experience, establish and build upon our brand’s identity through building trust, enable easy search ability, and ease of mobile friendliness, and optimization of the check-out process to ensure five-star customer reviews. To do this, MHS Brands will begin posting content to engage and attract customers. The advertising department recommends that this be done using videos. Cotterman (nd) claims that “social media generates 1,200% more shares than text and images combined”. Therefore, it is essential that MHS Brands post videos showing excitement and making customers smile and relate to them. MHS Brands will post photos, infographics and relevant comments about its products and even include pet health care tips. By sharing the company's culture, customers will regard MHS Brands as “trustworthy, respectful, transparent, and inclusive” (Geldart, 2020). Additionally, a group of people will be tasked with responding quickly to ideas and concerns regarding MHS Brands products. MHS Brands will be looking to contract with social media influencers as these unique individuals have figured out how build a reputation for their knowledge and expertise on a particular topic or product. As a result, these users who have established credibility in a specific industry, has access to a huge audience and can persuade others buying decisions. Hiring these people will help MHS Brands gain and encourage fans to buy the company's products (Campbell, 2020). Initially, Bark Bites goods will be provided to these promoters, and the discount code their fans will use to repurchase the product. The company will also start making an easy-to-use website to reach people aged 35-65. The strategy for this will include a simplistic yet user-friendly design that is mobile friendly, includes high resolution 9 Assessment 3: Digital Marketing Plan photos and videos, with user-generated reviews that are authentic and special offers and wish lists. There will also be a place to buy now or add a product to the cart. This website will also include company information, product reviews, nutritional information and customer service chat for support or inquiries. The exit area will be secure and include options for using bank cards, credit cards, and other financial application methods. Mid-term MHS Brands' mid-term strategy is to continue expanding the following communication resources, ensuring that customers find what they are posting relevant and informative and reduce the frequency with which they post. In addition, the company should have a reputation established at this time and can now use this to introduce the Bark Bites product to the market. While this product is being developed, MHS Brands will continue to use communications promoters. It is well-known that people desire to be part of a community or a cause and follow social media because they are respected and worshiped. This desire causes people to buy consumer goods so that they can be like them (Hoos, 2019). If all goes well, MHS Brands will double the number of influencers they use. As these promoters send and highlight the family of MHS Brands products, the company's fans will grow. After that, the company's posting on social networking sites such as Facebook and Instagram will drop five times a week. YouTube videos will remain the same, however. The reduction in postings is not to include customers with too much advertising because it is annoying and causes them not to follow the company (Holt, 2016). By the end of the third year, the next one on Facebook should be 1.5 million on Facebook, 700,000 on Instagram, and at least 65,000 subscribers on YouTube. The average popularity and comments of all platforms are expected to be around 3,000-4,000, including the company's responses to inquiries and comments. Long-term If all goes according to plan, MHS Brands' long-term strategy will rely on existing customers as the primary source of digital marketing. By the end of the third year, MHS Brands will have a reputation established within the pet food industry. The company's products should also be well known to customers of pet food. The following media outlets should be large enough that the promoters can be fired if not done so anyway. MHS Brands will continue to offer discount codes to existing customers and programs to encourage friends and family members. The company will continue to post on Facebook and Instagram every week, and YouTube videos will go down once a week. 10 Assessment 3: Digital Marketing Plan Tactics MHS Brands' Marketing strategy will be heavily dependent on social media. To attract new customers, the company will use a funnel strategy. The first step will be to build a series of attentiongrabbing content marketing pieces that are tied to landing pages on the website based on Search Engine Optimization (SEO) so that potential buyers can find the company's landing pages through Google search or social media. They are now potential buyers and will likely be browsing the site, reading a few blogs, and learning about its product offerings. Next, the prospective customer will be allowed to join the email list or receive a newsletter. After completing this form, they have become leaders, and MHS Brands can now advertise them offline, such as email, phone, text, or all three. Special offers and coupon codes will be sent to enticing leaders to return to the website and order. When they become consumers, messages will be more targeted to keep them. In addition, communications promoters will be heavily used during the first three years of Bark Bites product release. MHS Brands will work with selected influencers to raise awareness about the company's product and the product family. Influencers will explain why they recommend MHS Brands products to their fans and encourage them to follow the company. Actions Social Media As mentioned throughout the marketing plan, most digital strategies will be based on social media. To this end, the marketing and research departments will work together to compile keywords, phrases, hashtags, and other models that will help MHS Brands create social media content to reach and attract customers. With each post, the company will be able to increase growth and gain momentum. Search Engine Optimization (SEO) MHS Brands will work with search engines such as Google to make a website appear on the first page of online search results when it is launched. To achieve this, keywords must be generated and spoken everywhere, URL keywords must be edited regularly, and the company must open accounts like Google Console. MHS Brands may use these accounts to monitor, store, and troubleshoot their online presence in Google Search results. Influencers - people with a large following Once social media accounts have been created, marketing and research teams will begin searching for and evaluating popular social media promoters. It will take time to identify and differentiate the audience for each influence and their online presence. Selecting influencers who share 11 Assessment 3: Digital Marketing Plan the company's core values and ethics will be very important at this time. It will also be important to understand what other products and companies they support and promote. This understanding will help avoid conflicts of interest and will notify MHS Brands if the promoter is suitable. MHS Brands will contact stakeholders after they have been selected to arrange meetings with them. They will be provided with 3-month Bark Bites product samples for free and significant discounts on future purchases depending on their shipping frequency. In addition, financial compensation will be reviewed based on how their audience responds to posts. Pay-Per-Click (PPC) Pay-Per-Click ads are a type of online advertising model used to drive traffic to websites, where the advertiser pays the publisher when the ad is clicked. Unique paid ads will be made available and will appear on pages targeted at a certain number of customers. This strategy will benefit the older generation because they use social media, but they don't spend hours walking around like hundreds of thousands of years. As a result, the targeted ad will be placed on the page they frequently open, allowing MHS Brand products to be recognized rather than lost in online algorithms. Controls Social Media Management Statistics will be conducted monthly to understand and evaluate the effectiveness of our social media strategies. Consumer engagement is expected to increase by no less than 3% per post. The following is expected to grow at least 10% per month. In addition, analytics will tell us how often our company or products appear in the search and keywords in the search. If we use social media properly, 75 percent of the content, hashtags, etc., will be related to those keywords. Influencers To understand and measure the effectiveness of our partnerships with influencers, we will use a unique link for each stakeholder. When customers purchase our products through that link, we will use the data collected to calculate their potential contribution to sales and follow-up. For example, it is expected that 5% of influential followers will use the promoter discount code, and 10% of influential followers will also follow suit. Impact contracts will be for three months. This platform is where the data from the influence link will be analyzed to see if the metrics are met. Press Release MHS Brand's media release style is more consistent than other styles. For example, depending on the new studies released, the collaboration of new influencers, and the complete animal feed trends, 12 Assessment 3: Digital Marketing Plan our company can issue four releases in one month and one next. Following the release of the media, the influx of at least 20 000 MHS Brand product or product search is expected to keep the digital marketing plan in line. This data will be measured seven days after the release of the media to allow time for more people to enter and start to decline. Pay-Per-Click (PPC) Statistics from individual payout ads will be collected regularly to determine if this is a good idea to use in the future. When ads are released, there should be a significant increase in foot traffic and followers in analytics compared to when ads are not released. If everything goes as planned, our company will see this increase in numbers. This metric will be checked quarterly and adjusted twice a year. 13 Assessment 3: Digital Marketing Plan References Chaffey, D. (2020). SOSTAC® marketing plan model definition - What is Digital marketing. Retrieved from https://www.davechaffey.com/digital-marketing-glossary/sostacmarketing-plan-model/ Delventhal, S. (2020). New generation of consumers increase demand for natural products. Retrieved from https://www.investopedia.com/articles/investing/022217/study-showssurge-demandnatural-products.asp DMI Blog. (n.d.) 10 Steps to building your personal brand on social media. Retrieved from https://digitalmarketinginstitute.com/en-us/blog/10-steps-to-building-your-personalbrand-onsocial-media Facts, P. (2020). 5 Key Opportunities in the $29 Billion U.S. Pet Food Industry, according to Market Research Firm Packaged Facts. Retrieved from https://www.prnewswire.com/news-releases/5key-opportunities-in-the-29-billion-us-petfood-industry-according-to-market-research-firmpackaged-facts-301132620.html Geldart, P. (2020). Does your company culture lead to happy customers? Retrieved from https://www.entrepreneur.com/article/345701 Grandview Research. (2019). Pet Food Market Size, Share: Global Industry Report, 2019-2025. Retrieved from https://www.grandviewresearch.com/industry-analysis/pet-food-industry Guttmann, A. (2020). U.S. social network ad revenues 2021. Retrieved from https://www.statista.com/statistics/271259/advertising-revenue-of-social-networks-in-theus/ Hoos, B. (2019). The psychology of influencer marketing. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2019/08/22/the-psychology-ofinfluencermarketing/#28184cede1be III. (n.d.). Facts + Statistics: Pet statistics. Retrieved from https://www.iii.org/fact-statistic/factsstatisticspet-statistics Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333. Khillari, S. (2020). Pet Food Market Analysis| Recent Industry Trends Report, 2026. Lake, L. (2019). Social Media: What Is Its Role in Marketing? Retrieved from https://www.thebalancesmb.com/understanding-the-role-of-social-media-in-marketing2296140 PEW Research Center (2019). Social Media Fact Sheet. Retrieved from https://www.pewresearch.org/internet/fact-sheet/social-media/ 14 Assessment 3: Digital Marketing Plan Spaulding, W. (2020). Market Models. Retrieved from https://thismatter.com/economics/marketmodels.htm Cotterman, C. (n.d.) How to use social media to show off company culture. Retrieved from https://recruiterbox.com/blog/how-to-use-social-media-to-show-off-your-company-culture DMI Blog. (n.d.) 10 Steps to building your personal brand on social media. Retrieved from https://digitalmarketinginstitute.com/en-us/blog/10-steps-to-building-your-personal-brand-onsocialmedia Pet Food News. (2015). Survey: 37% interested in raw pet food diets. Retrieved from https://www.petfoodindustry.com/articles/5250-survey-37-interested-in-raw-pet-food-diets PEW Research Center (2019). Social Media Fact Sheet. Retrieved from https://www.pewresearch.org/internet/fact-sheet/social-media/ DIGITAL MARKETING PLAN FOR BARK BITES 15 DIGITAL MARKETING PLAN FOR BARK BITES Appendices Appendix 1: Table 1 SWOT Analysis of the Raw and Freeze-dried Pet Food Market 16 DIGITAL MARKETING PLAN FOR BARK BITES Appendix II: Table 2 Source: https://www.petfoodindustry.com/directories/211-top-pet-food-companies-current-data 17 Course Navigation ? Angela Au Tutorials Support Log Out ? FACULTY 7 NEW Alexa Myre Jennifer Vitulli 5 ? COACH Resources: Digital Marketing Digital Communications The following readings will support your development of a digital marketing plan: Kotler, P. T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Boston, MA: Pearson. Available in the courseroom via the VitalSource Bookshelf link. Part 6: Chapter 16, "Managing Digital Communications: Online, Social Media, and Mobile." Social Media and Metrics Bendle, N. T., & Bagga, C. K. (2016). The metrics that marketers muddle. MIT Sloan Management Review, 57(3), 73 82. Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281 298. Vinerean, S. (2017). Importance of strategic social media marketing. Expert Journal of Marketing, 5(1), 28 35. Retrieved from http://marketing.expertjournals.com/23446773-504/ Whiting, A., & Deshpande, A. (2016). Towards greater understanding of social media marketing: A Review. Journal of Applied Business and Economics, 18(4), 82 91. Digital Marketing Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34, 15 24. Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55, 129 139. Stocchi, L., Guerini, C., & Michaelidou, N. (2017). When apps are worth paying for? How marketers can analyze the market performance of mobile apps. Journal of Advertising Research, 57(3), 260 271.