Jellis & Jaffas Case's


The online sweet and baking confectionary Jellis & Jaffas has implemented an effective marketing plan testing the application of the SOSTAC model.




Following the SOSTAC framework, the situational analysis integrated with the analysis of the macro and microenvironment was basically the first step of the plan.

The primary objectives of the business have been clearly outlined, focusing on satisfying the existing demand to generate profit and market share. As a secondary objective, they included building brand awareness and reputation for service and products, which is essential to capitalise on new customers and establish themselves in the market. The communication objectives were outlined with a focus on visual brand recognition in both printed and digital, but with more emphasis in the digital marketing strategy.

The strategy which falls consistently in line with the purposes fixed. But I believe that a better competition analysis could better guide the company to differentiate itself from its competitors. The definition of personas does not seem clear to be able to trace strategies and tactics efficiently.

Tactics are the translation of the strategy into concrete action plans. The application for Jellies & Jaffas is a good example of how to use digital tools for a marketing plan.

My suggestion is to put more emphasis on Facebook actions, which is the main communication platform of the competitor Aunty Nellies. Also, I would include Instagram to expand the communication channels of the company, since, according to a survey made by Hubspot in 2020 with the most important global companies, Instagram is the second most popular platform used for content generation brands. This platform would help them to focus more on optimised, personalised, and influencer activated content experiences.


HubSpot, 2020

The Action stage involves drawing up a schedule to implement the tactics, which are important to schedule and monitor regularly. The phrase that defines this stage of the project "Monitoring in this way will quickly demonstrate the most profitable way to market to engender brand awareness through engagement data, or sales volume through conversion mapping data from engagement to sale per consumer per digital marketing medium pipeline." It is then vital to set up a scheduler and a dashboard to allocate tasks within timelines.

Each component of the SOSTAC was outlined and explained in terms of applying it to the "Jellies & Jaffas" online bite-size sweet and online baking company. Overall, the implementation of SOSTAC in the Jellys & Jaffas startup is instead a good example of how to come up with a coherent digital marketing plan.

References: 

Michelle B. Cowley-Cunningham's, 2016 - "Jellies & Jaffas': Applying PR Smith's SOSTAC Marketing Model to an Online Confectionery Start-Up" 

 Daniel Nilsson, 2013 - "SOSTAC Marketing model: Top-ranked planning systems" 

 HubSpot (2020) Not Another State of Marketing Report, : Hubspot.

 https://cdn2.hubspot.net/hubfs/53/tools/state-of-marketing/PDFs/Not%20Another%20State%20of%20Marketing%20Report%20-%20Web%20Version.pdf



Comentários

Postar um comentário

Postagens mais visitadas deste blog

5Ss of Digital Marketing - Sell | Serve | Speak | Save | Sizzle.

Imagem
The 5S of Digital Marketing is a simple framework developed by Chaffey and Smith (2000) to review and define the top-level goals of a digital marketing organisation. Below are the 5s of the digital marketing strategy to help the business to develop a good digital strategy. Sell The ultimate goal of any organisation is to gain profit, and the source of advantage is from sales of the product/service. We are going to digital means taking the products and services online as well. We need to build a strategy with detailed plans on how we are going to sell the product online. A digital marketing strategy to support online sales can increase the total volume of sales, as the leads generated from online presence will turn into potential customers, who will turn into actual customers, whom you will be serving and retaining. Serve The website and social channels are the places that people gravitate towards to connect with companies and seek help, so they exist to serve and add va...
Leia mais

Analysing Data from Google Analytics

It is with great joy that today I write the last post of this blog. It was 12 posts that I wrote with a lot of research, learning a lot from the posts of my colleagues in the Digital Marketing course at Dublin Business School. In my last post, I will analyse the most useful data that Google Analytic provided to understand what the behaviour of the audience for the blog was, in this case, the primary audience was all classmates. GA can capture several numbers regarding the audience's behaviour and characteristics. That data is highly valuable for the blog's strategy always to remain efficient. I considered 4 main Google Analytics metrics to monitor my blog. New Visitors Having loyal readers is always positive for any type of blog, but we also need to have new visitors regularly. This is one of the metrics of Google Analytics that we must monitor closely because it shows the real strength of attraction of the content. If that rate is falling, it is necessary to implem...
Leia mais

Important Metrics to Track Website Success

Imagem
How do we know if our website is performing? There are very real, specific metrics that show us how well our content is performing. In this post, I'm going to describe the most valuable metrics for evaluating the performance of a website. Traffic Traffic is the most important metric because it enables everything that comes after it: engagement and conversion. The real metric that we should be paying attention to is the increase in traffic over time. There is no definite amount of traffic that we should have. Each blog and website will have different objectives, and a different threshold of traffic before people start to convert. Still, if we are correctly executing a content strategy, we should see an increase over time. We can learn the best practices and start to adopt them as we progress while at the same time cutting out things that we did that didn't make the traffic increase. Time Spent on the Website The real measure of the quality of the content i...
Leia mais