Assignment Sample on BSM22101 Marketing and the Digital Context
1. Introduction
The marketing plan is going to be focused on providing a brief description of the business plan of Davison Canners Ltd in the UK. Thereby, it will also focus on developing a PEST analysis in alliance with the market environment of the UK. On the other hand, the marketing plan will also focus on implementing a competitor analysis that focuses on identifying and reflecting the existing plans within the same sector. In reference to the competitor analysis, the marketing plan will also focus on implementing a SWOT analysis that will help the brand to compete with other brands in the UK market. Apart from that, the marketing plan will also break down digital marketing using 7p’s analysis. Accordingly, it will also include an audience segmentation strategy in terms of identifying and targeting the group of customers in the market for Davison Canners. Thus, it will provide a basic description of the brand’s approaches towards (Environment, Society, and Governance).
2. Brief description of the business
Davison Canners Ltd has been in the manufacturing industry of the UK for the last 40 years, providing superior product variety to a certain group of customers in the market (Davison Canners, 2023). The company of Davison Canners has been a family-based business that focused on growing and harvesting crops based on Irish Bramley apples. The company has managed to expand their operations with over 120 acres of orchards and a brand new grade AA BRC accredited factory with an investment of £1.5 million as of 2014 (Davison Canners, 2023). It has enabled the management of Davison Canners to become one of the leading companies in the UK market that are the producers of fruit, fruit components, Jams and bakery fittings (Davison Canners, 2023). The primary motive of the brand was to focus on improvising its product line as per the changing customer demand in the UK market regarding the food items produced by the management.
Figure 1: Davison Canners
(Source: Davison Canners, 2023)
The management has also been capable of implementing the latest technological advancement for better outcomes of the products and increased efficiency. In terms of technological advancement, the management has been able to develop controlled atmosphere storage facilities that help to store more than 2000 tonnes of fruit First frost protection orchard installation in Ireland (New Davison Canners, 2023). One of the most demanded products of the company is the fruit jams that the company manufactures with organic ingredients. For instance, Apple can be considered as one of the primary ingredients utilised by the management to manufacturing food products that are preferred by UK customers.
3. Market environment
Political
In terms of political standards, the UK holds a political stability index score of 0.54 as of 2021 (The Global Economy, 2021). Thereby, it can be effectively stated that the stability in the UK region provides the advantage to Davison Canners to operate effectively without any implications from the political aspect within the UK market. The second most positive aspect of the UK political situation is its decreasing corruption rate within the country. Thereby, it has been found that the United Kingdom has scored 73 points out of 100 as of 2022 in terms of the corruption level within the country (Trading Economics, 2022).
Economical
As per the economic factors, the UK food manufacturing industry witnessed revenue of around US$151.1 billion as of 2022 (Statista, 2023).
Figure 2: Revenue of the food market United Kingdom
(Source: Statista, 2023)
Thereby, it is one of the most beneficial factors that has been witnessed by Davison Canners within the UK market that helps them to witness a significant enhancement in their financial performance as well. Accordingly, consumer spending on food in the UK has noted an increase in 2019 to 2020, which amounted to around 107 billion British pounds (Bedford, 2023). Thereby, it might be considered one of the most beneficial factors for Davison Canners to witness potential growth in their financial revenue in the near future.
Social
As of 2023, the UK unemployment rate was estimated to be at 3.7%, which was mooted to be higher by 0.2% points based on the last three months (ONS, 2023). The increase in the unemployment rate will provide the advantage to Davison Canners to hire potential employees with a less financial cost.
In reference to the above figure, it is noted that there has been a significant decrease in jams and fruit jellies manufacturing sales volume in the UK in 2021 that resulted in 117.7 thousand tons (Statista, 2022). Thereby, it might be considered as a negative aspect for Davison Canners, as it highlights that there is a decrease in demand regarding jams and fruit jellies.
Technological
In terms of the innovation rate, the government of the UK has been implementing plans that focus on investing £270 million across the farming sectors for increasing the innovation rate until 2029 (GOV, 2022). Hence, this plan will provide an advantage to Davison Canners to increase their supply chain facility and boost domestic production to help protect against future economic shock and crisis.
4. Competitor Analysis
In terms of the competitive analysis, it has been found that there are several other brands operating in the market of fruit and food manufacturing industry that are considered to be the competitors of Davison Canners. The New Forest Fruit Company can be considered as one of the most renowned competitors in the UK market for Davison Canners (Newforestfruit, 2023)
The company is focused on providing similar products to the same segment of customers in the UK market as compared to Davison Canners. The New Forest Fruit Company Limited is a mid-sized company that has an estimated turnover of £19.6 million with healthy growth in recent years (Pomanda, 2018). The second most renowned company in the UK market that can be considered a prime competitor for Davison Canners is Andina Ingham Ltd.
Andina Ingham Ltd is mainly focused on providing organic based products to the end consumers of the UK. The company advertises the brand as it utilises ingredients and expertise that inspire food product development. Andina Ingham Ltd is noted to have a turnover of £3.8 million with growing rates in recent years (Pomanda, 2018).
5. SWOT Analysis
| Strength | Weaknesses | Opportunities | Threats |
| ● Positive brand advertising and distribution system.
● Adoption of latest technological advancements (Newdavisoncanners, 2023). ● Positive brands positioning in the competitive market. ● Better storage facility and efficient operational structure (Newdavisoncanners, 2023). |
● Premium product pricing strategy
● Byers driven market as of the organic food items preferences. ● High operational cost and time-consuming manufacturing process of raw ingredients. ● High competition in the organic food manufacturing market. |
● The emerging market as consumers trend is shifting towards organic products in the UK market.
● Ability to expand their market to international markets for potential future growth as of increasing demand for organic products. |
● High competition of other brands in the food manufacturing industry on the basis of organic products (Pinto, 2020).
● Rise in price of organic food ingredients upward pricing (Filmer et al. 2023). ● Disruption of facilities due to the pandemic situation and other factors. |
Table 1: SWOT Analysis of Davison Canners
Brand positioning map
Davison Canners has maintained a steady balance in terms of maintaining their product, pricing and quality (Davison Canners, 2023). In comparison to the brand positioning of Davison Canners, competitors such as The New Forest Fruit Company and Andina Ingham Ltd are noted to have higher pricing as well as similar quality as provided by Davison Canners in the UK food manufacturing industry.
6. 7-P marketing mix
Davison Canners is primarily a B2B company with its primary customers being Aldi and Booths. However, the products offered by the company have the potential to operate successfully in the B2C segment as well. This is known for a fact because the company’s products have been in demand for the last 40 years and thus with the following marketing mix the company can capitalise and leverage this opportunity to enter the B2C segment in the market.
Product
A variety of high-quality fruit items and desserts are available from Davison Canners Ltd, including fruit compotes, jams, curds, syrups, sauces, fillings, processed apple products, and desserts (Davison Canners, 2023). The business may think about developing a line of pre-packaged goods that aims at individual consumers to successfully enter the B2C market. This might include fillings, toppers, and fruit compotes for desserts that are ready to eat (Lütke Entrup et al. 2019). Davison Canners may additionally consider developing a variety of products with an emphasis on health, such as low-calorie and sugar-free alternatives.
Price
The Davison Canners must make sure that their products are reasonably priced and offer customers excellent value (Konuk, 2019). Davison Canners might explore various pricing techniques, such as providing discounts for large orders or bundling products to provide value bundles along with a dynamic pricing strategy (Yan et al. 2020). The pricing strategy would allow the company to fluctuate its prices according to the market and the company would also gain the capability to sell its products at a lower price compared to Aldi and Booths.
Place
By setting up an online store and collaborating with other e-commerce platforms to make their products accessible for purchase online, Davison Canners could use digital marketing to reach their target customers (Wazan et al. 2021). Davison Canners may potentially consider distributing its products through conventional retail channels including supermarkets, organic grocery stores and farmer’s markets with the objective of eventually establishing its own retail locations (Langum, 2022).
Promotion
Davison Canners might advertise its products using a variety of digital marketing techniques, such as influencer marketing, social media advertising, and search engine marketing (Saura, 2021). Davison Canners may also provide intriguing content to display their products and encourage customers to try them, including instructional videos for cooking and blog posts that indicate the best ways to use their products (Krishen et al. 2021).
People
In order to produce high-quality products and provide exceptional customer care, Davison Canners must have an appropriate workforce in place (Mappesona et al. 2020). This, their employees are a crucial component of their success. In order to guarantee that they can provide the best possible experience for the target customers, Davison Canners might want to consider assembling a specialised staff to handle B2C sales and customer care and giving them the training and tools, they need (Lina, 2022).
Process
Davison Canners must make sure that all procedures, from processing orders and execution to shipping and customer support, are functional and efficient. The use of technology, such as computerised order processing and delivery tracking, could be considered by Davison Canners to simplify the way they operate (Pavlenko et al. 2020).
Physical evidence
The physical evidence, such as packaging and branding, should also represent the brand’s values and appeal to its target audience, which is quite an important differentiation for Davison Canners (Yang and Zhao, 2019). Davison Canners may collaborate with an advertising agency to develop a distinctive brand identification and package style that would stand out in an increasingly competitive marketplace.
7. Target audience segmentation
| Target segment | Justification |
| Consumers who are health-conscious | People who are concerned with maintaining a healthy lifestyle and are seeking nutritious, minimal-calorie, and sugar-free food alternatives are included in this target segment (Konar et al. 2022). Davison Canners Ltd might target this market by developing a variety of health-focused products, such as low-calorie and sugar-free fruit desserts and compotes. |
| Home bakers | Consumers who are enthusiastic about food and like baking and cooking at home, and constantly look for high-quality and innovative offerings are included in this target segment (Hamelman, 2021). Davison Canners Ltd might appeal to this audience by presenting its assortment of high-quality fruit products, including jams, curds, and condiments, and by producing relevant content, such as recipe videos and blog articles, that emphasises the functionality and quality of the products they sell. |
| Families | Families with children who are on the lookout for quick and easy nutritious food alternatives that their children will like are included in this target segment (Uddin et al. 2021). By providing a variety of simple, easy-to-use ready-to-eat fruit compotes and dessert sauces as well as enjoyable and wholesome recipes that families can enjoy together, Davison Canners Ltd. could be targeting this segment. |
8. Key marketing objectives and marketing campaign
Key objectives
Based on the above marketing mix and target segmental chosen for the brand, the following key marketing objectives can be adopted for the company
- To Increase brand awareness in the market
- To focus on Promoting product innovation and differentiation
- To Drive sales and revenue growth
Marketing campaign
Social media
Davison Canners Ltd might use social media platforms like Facebook and Instagram to market its brand and products to niche markets (Arora et al. 2019). This could involve producing relevant content that highlights the diversity and quality of their items, including cooking videos, product demonstrations, and feedback from customers. This can also be combined with email marketing to further increase the effectiveness of the campaign (Belanche et al. 2019)
Product launch events
To market its brand and products to a larger audience, Davison Canners Ltd might conduct product launch events and participate in trade fairs and industry conferences (Xia et al. 2021). This may include demonstrating their most recent product developments and emphasising the distinctive value they provide for prospective clients and business partners.
9. Examples of content marketing
To keep customers interested and informed about new product releases, discounts, and industry news, email newsletters may be an extremely effective approach in terms of content marketing (Desai and Vidyapeeth, 2019). A quarterly or monthly newsletter that highlights customer success stories provides recipe ideas and offers product updates might be developed by Davison Canners Ltd.
Additionally Using video to highlight the range and quality of Davison Canners Ltd products may be a very interesting content marketing strategy (Lamerichs, 2020). For instance, the company may produce cooking or baking tutorial videos that demonstrate to customers how to utilise their fruit compotes and fillings. They may also make videos which show their behind-the-scenes work.
10. Approach towards ESG (Environment/Social/Governance)
Environmental
The business might take steps to decrease its influence on the environment by investing in renewable energy, cutting back on waste, and preserving natural resources (Taghizadeh-Hesar and Yoshino, 2020). The corporation may, for instance, create waste reduction plans, give priority to responsible water use, and use solar panels to power manufacturing with sustainable energy.
Social
By making investments in its staff, customers, and communities, Davison Canners Ltd can put social responsibility foremost. For instance, the business may give equal benefits and wages, offer chances for employees to advance their skills and careers, and support regional non-profits and community projects (Gagliardi et al. 2021). To make sure that its products are manufactured in a socially responsible manner, the corporation might also prioritise ethical and sustainable procurement practices.
Governance
To encourage openness and accountability in its business practices, the company may make its corporate governance practises a top priority (Amis et al. 2020). This could involve actions like establishing a diverse and independent board of directors, putting in place effective financial reporting and administration systems, and making sure moral and ethical business practices are adhered to.
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