1

Assignment: Digital Marketing Plan

IBM250 Section 003

Product: Frozen Blueberries

Target Country: Germany

Name ID

Manminder Kaur Kanda 0745939

Sanamjit Kaur 0746377

Amanpreet Singh Sohi 0748057

Kanishk Mahindru 0739750

Jagjit Singh Manku 0748825

Date 15/04/2020

Prepared for Professor: Hanlu li

 2

Table of Content
 3

Q1. Define your brand: It is important to know the ins and outs of your brand so you can sell it
to your audience.

a. What is unique about your business? (What’s your unique selling points?)
b. What do you bring to the table that your competitor don’t?
What’ your brand’s mission and values?

Digital Marketing:

This is used to reach customers through internet. It is broad because it helps to attract customers
through social media, email, content marketing and search platforms. It crates two-way
communication because companies receive feedback from their customers. It provides facilities
to organizations to promote their brand with help of internet.

Ans1:

Our product is frozen blueberries. We sell frozen blueberries to Germany and our company
name is Quebec wild blueberries. Blueberries are good for health and it is used in various baked
goods such as muffins and pies, sprinkle in pancakes or on cereal, yogurt, shakes and ice cream.
Blueberries are usually deep purple or blue in colour. Blueberries are grown in a wide range in
Canada. There are three kinds of Berry that are low bush, high bush and hybrid berries.
Blueberries contain a high antioxidant, vitamins C and K, iron and manganese which is
beneficial for health. Blueberries offer benefits to health-related issue, for instance it is helps to
balance cholesterol levels, blood pressure levels, diabetes and eyes problem, in retina to protect it
from damages caused by sun. (Corbus Design, n.d.)

Ans a)

 Our priority is to satisfy our customers so this line we use as tagline to promote our
product.
 We receive time to time feedback from customers regarding our product which help us to
create good relationship with our customers.
 We create app through which we deal with restaurants, so restaurants help us to sell our
product like frozen blueberries muffins, ice cream.
 4

 We promote our product as healthy fruit which also help us to target health conscious
people as blueberries contains vitamin c and k which is beneficial for people to control
blood pressure.
 We create application where we provide knowledge about preparing distinct healthy
products at home such as muffins, ice cream, syrup with help of blueberries which helps
us to easily attract customers.

b) As we sell frozen blueberries in Germany so our main competitors in Germany are Chile
and Peru which sell higher quantity of frozen blueberries to Germany. We use various
strategies to attract Germany customers to purchase our frozen blueberries.

 We create our strong relationship with retailers in Germany to promote our product
because they know about their local market customer preferences.
 We do label in German which helps to influence customers in Germany.
 We use penetration pricing strategy to attract people of Germany.
 We provide unique quality because we use our electronic laser sorters for cleaning
system, so all our equipment meets the highest standards to ensure that our customers
enjoy our product with unique quality.
 Our company research and development team participating actively in numerous
international food fairs in which they have invested a great deal of time and energy in
research and development to make us the better supplier of frozen blueberries.
 We also have fundamental policy of respect for the environment. As product is a fruit
of nature, so it is our duty to take care of nature.

c) Our company mission is straightforward: process the wild blueberry, this wonder of
nature, to meet the specific needs of our international clientele. We have a better
understanding than anyone else of this small blue fruit with such unique properties. Our
values are respect all our company employees. We have passion regarding our work
because it creates enthusiasm to do better work and to achieve goal.

Q2. Create buyer personas: you need to know who you are trying to reach

a. Which target country are you selling to?

b. What are the traits of the people you are trying to target?
 5

Ans2: Our target country is Germany to sell frozen blueberries. We sell our product to
Germany because in Germany people are more health conscious, so our product is known
for antioxidants.

 Location: Germany population is 83.02 million as we sell frozen blueberries in

two big market location of Germany that are berlin and Hamburg so population in
these cities are 3.7 million and 1.8 million respectively.
 Age: Our target people in Germany are children, youth as well as old because
children likes ice cream, yogurt, muffins. Youth and old age people are health
conscious, so our product provide various vitamins and iron as well calcium to
human body.
 Gender: We target male and female in Germany because in Germany because
they both are very conscious regarding health.
 Income: We target income level between 5000 to 7000 euro if we sell frozen
berries at 5 euro for each packet so we will receive approximately 3 CAD for each
packet of selling.
 Hobbies and Interests: We target people in Germany who are conscious about
health and who have interest in gym.

Q3. Set your goals: it is important to set goals so you can determine whether your
marketing campaign is working effectively or not. When you are setting your goals, it is
crucial to set measurable ones. Here is a tool to help you (SMART goals)

Ans3:

a) Our goal is to satisfy our customers.

o Specific

Our goal is to satisfy customers with our product quality. We want to achieve this goal because in
this competitive era people like to spend money on quality product.

o Measurable

We use digital method to get reviews of our customers such as we create our website to get
 6

reviews of customers regarding our product.

o Achievable

We will ask our new customers regarding our website to give reviews.

o Relevant

Receiving client’s reviews regarding our product will allow us to grow our business and increase
my revenue.

o Time Bound

We will achieve this goal within two months.

Q4. What is(are) your digital marketing method(s)?

Germany is an economic powerhouse. The population of Germany is eighty-two million. It has

largest economy of continent. German people like the traditional way of advertising due to large
number of old generation but youngsters have interest in digital ways of marketing. So, we can
sell Frozen blueberries through digital marketing in Germany. There is increase in the number of
digital buyers in last two years. People are paying interest in online advertising. We are going to
use three tools of digital marketing to do advertising.

 SEO

 Pay per click

 Social media

SEO

We will use SEO to do advertising in Germany of our product because SEO is gaining popularity
in Germany. It is new in Germany. In many areas of Germany, the SEO is competitive. There are
 7

some factors to consider before using SEO for advertising. There is a search engine which will
display website as a top result on the search engine results page.

 Website: We need to create website which should be well-structured, fast, mobile-

friendly. We will provide whole detail of Frozen blueberries in this website.

 Content: There is a content which demonstrate that why we are preference of any
customer.

 Content marketing: Informational blog content helps to reach at wider audience. So,
most people will know about our product.

 On-page correction: There is need to think about basic optimization such as page titles
and meta descriptions because it will be better to use SEO correctly for marketing.

 Authority building: Our links should highly correlated with strong search engine results.
By doing so, other search engines show product description.

 Credibility: There are portfolios, reviews and testimonials which are beneficial make the
deal.

German People enjoy and get link to that site which is of their choice. So, best way to link with
them to build that type of site. The German language is very precise and expressive, so German
users respond pleasant to descriptive content and lengthy-tail keyboards in place of the clean,
‘much less is extra' idea that is gaining ground in the English-speaking global. Adapting one's
hyperlink constructing in a way this is suitable to the German market is extraordinarily
important.

Germany prefer to use locally-developed tools such as Si.3strix of Bonn, SEOlytics. Germans
also prefer to use local top-level domains (TLDs) rather than .com site names. So, we will create
our website which according to local developed tools.
 8

Pay per click

Pay per click means we only have to pay for that ad when it is clicked. In Germany, there is much
use of PPC which is higher tan UK. There are many benefits of using this method to do
advertising.

Apart from other styles of advertising, with PPC we need to pay when a person engages
with our ad. In this shape of advertising, we continue to receive super brand focus and best
while someone clicks on our add.

There are fast results of using PPC while there is traffic of search

By using PPC we can use advance targeting features that who and when our advertisement
seen.

We can set or budget that how much we want to spend on advertising according to
advertisement success.

There is need to have both German and English keyword in advertising because all Germany
people can not understand English. As the German language is difficult than the English language.
So, we will not translate it into English. We need to generate keywords from fresh and keep in
mind that one English phrase regularly interprets to numerous German phrases. Which can
increase the length of keywords. When addressing the client in advertisement there is need to use
polite form. We might experience problems together with our ad copy and character count.
'Summer sale' as an instance is 'Sommerschlussverkauf' in German.

Social media marketing

As of 2018, Facebook is the most popular social media network in Germany, with 28 million
users. Germany has much lower social media figures than other developed countries. This is
partially due to Germany’s older population.
 9

Despite these factors, social media use is growing rapidly among German speakers, particularly
among young people. Over 80% of German millennials now use social media. Because of this
we are going to advertise through social Media especially social media. However, social media is
starting to rival search among a younger audience. So, it plays an important role if we are
targeting youngsters by advertising through Facebook.

Q5. Set your budget: we don’t have unlimited resources to be used for this plan.

Sources Budget ($)

Market research 1200
Search (SEO) 2000
Social Media (Facebook) 1000
Pay per click (videos, Blog) 1500
Design software 1600
73,000
(Conle
y, n.d)

Q5. (b) What are some of the factors you need to think about when budgeting?

There is need to consider some factors when we are planning our digital marketing plan because
poor budget plan causes failure of business. So, there are some factors which we will consider
before advertising Frozen blueberries through digital marketing.

 Goals and objectives: There is need to set the goal first because it is most important
factor to do digital marketing. Without setting goal we cannot make digital marketing
budget. Our company have two goals.

Brand awareness

 social follower growth

 social engagement

 views

 content shares
 10

Sales

 converting first time buyers

 increasing cart size

 retaining repeat customers

 Size of company: Before spending money, we must look on our revenue. If we have big
company size than we can spend money ass much as we can. It would be beneficial for
us because advertising will on high level. So, we will think about our company size.
 Product life cycle stages: At the first degree, there is no need to spend whatever on
digital advertising as the focus is on launching the product. Starting from the second
degree, that is increase, we can spend a higher percentage of sales on virtual advertising
to set up their products or services inside the market. In the third level, our organization
spend a small percentage in their sales on digital advertising due to the fact the product is
already hooked up and has a massive market percentage. The fourth stage is the decline,
all through which there may be no need to spend something on advertising.

Q6. Measure results

a. What are the criteria for you to measure your performance?

We can measure our performance through various ways. Firstly, we need to multiply three
factors to calculated digital revenue:

Digital Revenue = Traffic x Conversion Rate x Product Value

There is a universal model which helps to measure the results of digital marketing. There are five
steps which shows our success.

Digital Marketing Measurement Model

 11

Source: (Tyagi, 2020)

 Awareness: Brand awareness among customers can tell us the success of our business.
 Consideration: in this, demand of our product is higher than our competitor’s product.
 Research: customers pay more attention to get the more knowledge about our brand by
exploring the website.
 Purchase: How much purchase of our product done by customers through online
advertising.
 Relationship customers review and feedback tell us how much they are satisfy with our
product.

There are five parameters in the model. Which shows the customers preferences that our
company is reaching to them. Those parameters are:

 Objectives

 Goals

 KPIs
 12

 Segments

 Targets

Digital Marketing Metrics Analytics

Digital marketing metrics are the parameters that shows the result of performance. Those are
following:

Traffic Metrics

How many visitors of website is a traffic metrics. It shows the data which is received by website.
There are five ways of it. Overall, Mobile Traffic, Source, Demographic, New vs Returning
Conversion Metrics:

The increase number of traffic shows the growth of sale which is beneficial to measure the
success.

Revenue Metrics

In this way there are some factors which helps to measure the success in digital marketing such
as Return on Investment (ROI) and Cost to Acquire a Customer (CAC) revenues.
 13

References

Tyagi, R. (2020, January 29). How to Measure Digital Marketing Campaign. Retrieved from
https://www.techmagnate.com/blog/how-measure-digital-marketing-campaign/
An Analysis of the Online Advertising and SEO Market in Germany. (n.d.). Retrieved from
https://www.howtogermany.com/pages/ecommerce-seo-germany.html
Germany Calling: How to Get Your PPC Strategy Right for the German Market. (n.d.).
Retrieved from https://www.periscopix.co.uk/blog/germany-calling-how-to-get-your-ppc-
strategy-right-for-the-german-market/
Marketing Strategies for German Social Media: Wordbank. (2020, January 31). Retrieved from

https://www.wordbank.com/us/blog/international-marketing/essential-german-social-media-

guide/

Conley, M. (n.d.). How to Manage Your Entire Marketing Budget [Free Budget Planner

Templates]. Retrieved from https://blog.hubspot.com/marketing/how-to-manage-marketing-

budget-free-budget-templates

Factors to Consider When Planning Your Digital Marketing Budget in 2019. (2020, February 6).

Retrieved from https://www.canzmarketing.com/plan-your-digital-marketing-budget/

Corbus Design, www.corbusdesign.com. (n.d.). Retrieved from https://www.wild-

blueberries.com/pages-eg/entreprise.htm