Business Context

Walmart is among the most renowned brand names across the globe paying particular attention to America. United States. MBA FPX 5012 Assessment 1 Digital Marketing Plan is the most crowded retail establishment in the world, employing its services to 2.2 million customers spread over 27 countries (Walmart 2021). The year 2020 was it was the most profitable year ever for Walmart. The financial year for the business was the most important ever, in terms of revenues which surpassed $ 500 billion in sales. Thanks to its “everyday low prices” motto along with its cost-management policy, Walmart provides a variety of goods at an affordable cost and is not reducing its importance. The department of online shopping has grown by 37% over this year’s results and has been focusing on getting an opportunity to compete with Amazon, the largest Amazon. Amazon (Walmart 2021).

MBA FPX 5012 Assessment 1 Digital Marketing Plan

in 2012 Walmart Labs created an Internet-based snacking program known as Goodies.co in 2012. It gives members themed boxes of 8 well-balanced and nutritious meals per month, for only $7 (Lawler 2013). Walmart wanted to make customers return to the Goodies website to read reviews of products, and to purchase larger size. The customers gain points through reviews which they can later redeem in exchange for an item for free. They were created by Walmart internal labs and are designed for taste with reviews as well as reviews of the items that are on display at the site. In the year following the initial trial phase, Walmart Labs shutdown Goodies.co in 2013, claiming the site was an test. Customer feedback are being considered for when the next round will be (Lawler 2013 2013. ). The business relaunched the subscription service at the end of 2013 as part brand name Snackies. Its subscription box retails at $7. That’s only four times than rivals. It is essential to develop and develop a digital-based marketing strategy since it’s crucial to ensure that Walmart invests in the latest technology available for online commerce to improve Snackies promotions prices, in addition to the distribution strategy and pricing.

Situational Analysis

In this analysis, we’ll employ the research of competitive strength as well as SWOT analysis to give an in-depth analysis of the most formidable opponents within the realm of Snackies. Snacknation is a passion for food, and the flavor of it.

Competitive Analysis

Competitors

It’s Love with Food Prices start at $7.99-9.99 for snacks that are healthy and nutritious inside The “Tasting” box. Love with Food has a pricing structure that is equilateral in addition to offering additional alternatives for customers who want to pay more. Love with Food gives customers three months, 6 months or a year-long service (Nazish 2020). One among the notable features of the business is its association with Feeding America, which will offer a meal with every box offered for sale. In 2014, the profits of Love with Food in 2014 more than three millions dollars (Bokat-Lindell 2014. ).

The Snacknation collection comprises 15 snacks that cost $26.95 as well as a deal with Feeding America to include each box purchased. The unique feature of this product is the fact that it contains many more products in every box. MBA FPX 5012 Assessment 1 Digital Marketing Plan is the reason it costs more for each item. It’s the most sought-after competitor to Snacknation’s base box, which contains fifteen healthy and nutritious foods that costs $32.95 (Watson as of the date of this writing in the year the year 2016). ).

Products

The two companies offer more than 5500 of the top “better-for-you” brands of healthy snacks.

The ingredients in these snacks are grown organically, naturally and free of preservatives. The products must be evaluated by the list of prohibited 73 ingredients before they are sold. The packaging for product is made to fit with the promotion, subscription or offer as well as the current usage. The typical snack boxes include:

Crackers, chips as well as popcorn
Savory Jerky created using cereal and nuts.
Nutrition bars
Healthier sweets
Coffee
Mugs/Tumblers (themed box)
Gaming such as puzzles and balloons (themed boxes)

Competitive Advantage

The purchase of SnackNation’s Love with Food in June 2018 has expanded the scope of the business across the United States to more than 500 thousand employees working in more than 5,000 organizations in the United States. The merger resulted in the business-to-business (B2B) selling model has been revised and Love with Food’s commercial (B2C) model for sales was modified (YPO for 2020). However, while SnackNation is a company focused on business serving employees who are from remote locations, Love with Food targets people who are clients. In addition, it offers an increasing variety of snacks available and also other options that are packaged to a better understanding of the customers requirements through the collection of data.

Pricing

Each company has a four-tier pricing plan that varies through a range of ways. Every company offers distinct themed boxes. Each box is equipped with various level of food. The customers can pick a month with a duration of 3 months one month, or a six month and 12 months subscription. The Love with Food can be classified as the cheapest monthly cost-per-month that begins at &7.99 while Snackation’s costs start at $32.95 or more. Users can select the best option based on their own requirements. Additionally, both firms offer free shipping.

Target Market

SnackNation is targeted at smaller businesses (less than 100 employees) in addition to medium-sized firms (up up to 1,000 employees) via its B2B strategy of sales. People responsible for office budgets as well as management are specifically targeted. In the wake of a revision to the Love Food’s B2C strategy, its target audience has expanded to include the healthy, young adult (b. 1982-96) who want to “snack without the guilt”. Because of the affordable pricing Love with Food provides healthy snacks that are designed to be consumed by consumers (not intended for business). (Watson for the of 2016). ).

Market Share

The subscription market for food and related boxes could increase to $7.6 billion US dollars in 2024. The figure is just 1.5 percentage of total $510 billion that was sold through the internet in. Based on the most current SnackNation review, the company reported a profit per year of $46.2 million. Love with Food, however, Love with Food reported the similar amount of revenue in the amount of $5 million. (Conway 2020). ). span data-id=”64 “>).80 percent of SnackNation’s revenue comes from subscriptions that are linked to businesses. Both companies are accessible to customers in the US.

Marketing Strategy

SnackNation and Love with Food deliver carefully chosen healthy and healthy snacks every month to health-conscious people and offices that have a tight budget. The snack brands and other products are chosen by internal tasters and random selection of clients from outside prior to getting incorporated into every box. SnackNation uses a combined strategy of B2B and B2C in an industry that is mostly focused on the B2C approach with their consumers (CelebrityTrending10, 2019). This is the thing that differentiates SnackNation against the other companies (differentiation) and offers SnackNation an edge in the market.

Two companies release approximately fifty brand-new healthy and nutritional snack items every per month. They also give the opinion of consumers on their brands and could be as a source of income.

Social Media Presence

In the last six months, over the last six months SnackNation site has seen an average of 656,00 users and more than 52% of them visiting from the United States. MBA FPX 5012 Assessment 1 web-based visit lasts 36 seconds with 82% of people abandon the site (SimilarWeb 2021). The majority of visitors to SnackNation originates from searches that are generated by SEO, (search engine optimization) (SEO) keywords such as organic 99.68 percent, healthy snack 1.43 percent and healthy sweets 1.15 percent. Yet, only 0.41 percent of that visitors come from social media platforms such as YouTube 49.46 per cent, Facebook 19.22 percentage in addition to Pinterest 15.06 percentage. Referrals from other sites such as Outbackteambulding.com (16.27%) and Amazon.com (5.38%) share traffic with SnackNation as they piggyback off each other. Caroo.com is the parent site of both SnackNation along with Love with Food accounts for 15% of all traffic that comes through the website.

S.W.O.TAnalysis

Strengths

SnackNation as well as Love with Food both recently purchased by Caroo are combining SnackNation’s B2B strategy as well as its Love with Food B2C strategy in order to safeguard their competitive advantage against other subscriptions that provide snacks. B2C strategies that are B2B-related are becoming more popular because of the outbreak of covid-19, which is causing many businesses being located entirely in areas that are remote (YPO 2020). SnackNation offers businesses an opportunity to keep close to their employees when they don’t work and offer snack items. Through a range of feedback instruments like surveys, workshops for education along with information on nutritious foods and other things, both companies offer customers details about their favourite snacks and change their menus. The two companies offer competitive rates and premium price-based tiered plans that will meet the requirements of every budget.

Weaknesses

In there is no Social Media engagement. While Love with Food has sustained its social media channels however there is no evidence that SnackNation’s social media platform isn’t operating. Since the acquisition by both companies Caroo has just 18000 followers on Instagram and has 3000 followers on Twitter and less than 1000 users per uploaded video on YouTube. Food is a brand that has been around for a long time ago, but has Food has a reputation that has existed since a long time, yet it’s a brand Food that has earned credibility with its customers. There is more than the amount of 63k followers on Instagram as well as more than 22k fans on Twitter and four thousand followers, with four thousand subscribers to YouTube. Facebook is one of the largest of those social platforms both companies use, and has over 400k active users. (SimilarWeb 2021 ).

Opportunities

This SnackNation Business Intelligence team has been working with various snack manufacturers monthly to secure the information that helps businesses better understand their customers better and also to develop solid brand names. This team has the ability to offer information about the more than 500k customers they serve as well as five million records in their databases. In light of the data they’ve gathered, SnackNation is looking to launch an online stream service for streaming snacks. It will function as “a platform that can recommend different products for specific occasions” as per SnackNation’s Chief Executive Chief Executive Officer Sean Kelly (YPO, 2020). This service includes products specifically designed to serve specific events including eating snacks like “healthy film night, healthful late-night snacks, had more than you should have before, good-for-you snacks that will help you skip lunch, or after-school snack options. ” SnackNation is seeking ways to enhance the value of its snack products. SnackNation is still collecting information from their customers. The company also provides discounts or trade partnership prices (Bronner (2018)). A few snack manufacturers have received advantages they could use to increase the quality of their snack products as well as improve the packaging.

Threats

One of the main issues SnackNation (or Love with Food has to overcome is the competition with a competitor that offers subscriptions based on snacks dubbed NatureBox. The business was established in 2012 and their snacks start at $19.95 per month. There are discounts for the three- and six-month packages (Henry on the 15th day of January, on the 15th day of January, 2015. ). Customers can choose their favourite snacks through the online Snack Catalog with items that have been tested by nutritionists to fulfill the demands of their diets and also their desires. MBA FPX 5012 Assessment 1 Digital Marketing Plan also has the capability to promote all the products under its own brand which is different from SnackNation who acts as an agent for different brands and NatureBox’s. NatureBox made 50 million dollars in 2014. (Henry 2015. span). span(Henry 2015. span(Henry. duration) NatureBox has more than 1 million Facebook clients as well as allowing them to choose the products they will receive when they sign up for their subscription boxes. NatureBox is featured prominently on Wholefoods and also has a relationship with Facebook in conjunction and American Airlines.

Objectives

Every month every month, each month, the Snackies team has the opportunity to try a variety of exciting and new snack items. They will deliver delicious, healthy, nutritious snacks that are delivered at your door. Snackies snacks are locally produced using authentic food ingredients so you’ll be able to trust the high-quality product which you will receive. For just $7, you will buy the snack. Snackies let you indulge in snacks as you “Save money, Live better”. That’s the Walmart way! ” Along with the Snackies “always low costs” slogan, Snackies “what’s in the box? ” will explore what customers think about as they pull their boxes and take it home.

Snackies Online marketing strategies need to be focused on the development of social media as well as the interaction with customers. In fact Snackies has redefined the concept of healthy and nutritious by its low-calorie snack options that can be an all-day snack.

The food is free at any time you wish. Food accounts for more than 50% of US sales, and is reaching 265 million customers every week. A effective digital strategy is crucial for connecting with this huge customers.

snacks Digital marketing. The strategy will be centered on two main areas:

Brand Awareness
Technology-Data Collection: Consumer Insights

In the process of establishing its name as a brand Snackies is supported by one of the biggest retailers, Walmart. However, it needs to be acknowledged beyond Walmart to ensure that it doesn’t just be a brand with the label “Snackies” alone. Social media platforms can be the most effective way of creating and creating companies, particularly subscription box. Snackies will create a group of online users who love snacks, and will share their good experiences when it comes to eating and snacking so that they can build more than only a subscription but an entire life. Snackies will monitor brand’s reputation and fame through the amount of “likes” and followers across different Social Media platforms.

As with Snacknation along with Love With Food’s information about the gathering of consumer data, Snackies is investing in innovative technologies to collect data. Snackies are using Walmart’s electronically supported retailer-managed inventory (VMI) system. MBA FPX 5012 Assessment 1 Digital Marketing system allows snack companies that are healthy maintain their inventory because they’re in a position to get immediate feedback from customers who buys their snacks amounts. (Rubin 2020 ). Retail Link ) A program run by Walmart allows sellers to anticipate customer needs using information in real time as they complete a sale.

Strategy

Short-term

The marketing and advertising team is known for promoting healthy snack options on social media. Encourage fans to follow the Snackies brand by following the brand on Instagram, Facebook and YouTube. The business of snack foods typically is associated with feelings of happiness and positivity. That’s why it’s crucial to promote your product by focusing on this so you’re on the forefront of people’s thinking. Videos with a short time and posts which use hashtags such as “#whatsinthebox? ” can create enthusiasm. They are shared via social media, creating an atmosphere founded on food. Marketing departments need to focus on SEO keywords (search engine optimization) (SEO) terms that refer to organic, nutritious snack foods made of sweets that are healthy with no added preservatives and nutritious snacks (Muhammad 2021). SEO-related terms bring more traffic to websites or brands. This allows people to locate these phrases within the results of a search. This is the measure of CTR, also known as click-through rates (CTR) which determines the probability of getting customers to click on the advertisement.

Medium-term

MBA FPX 5012 Assessment 1 Digital Marketing Plan

Marketing strategies will continue to employ strategies to produce short-term results in the hopes of increasing the number their followers to 100,000 across Instagram, Facebook and YouTube in the next 3 year. In its future plans, Snackies intends to produce emotional videos and engage with customers across every channel. By using methods such as:

Likes
@Mentions
Comments
Click-throughs
Hashtags

Combining these strategies generates a dialog between customers as well as the business. Customers are engaged via quick and speedy replies to their comments. Marketing of snacks products must ensure that messages from the business can be interpreted to evoke happy feelings and laughter. It is crucial to recognize that the consumer is integral to B2C interactions, and also enhancing the visibility of the image and brand. Through incentives surveys or email messages, the company can allow dialogue.

Long-term

DATA. Although snacks are loved by people but companies are keen to know what their products are doing. The new methods of collecting feedback and conducting surveys from consumers can be beneficial for companies that utilize these information factors to alter their strategies in production, or to predict what kind of products consumers are likely to buy. Food items are expected to form part of VMI in order to determine inventory levels. Be transparent about methods of collecting information is important as more consumers are becoming wary of sharing personal information. A separate business website that sells products can include graphs that show the products’ ranking and score, and the number of units sold per transaction, and different measures.

In addition Marketing staff must keep actively analysing and studying their competitors and remain up to date with most recent technological advancements in addition to the latest advancements in the field of e-commerce. An employee or a designated engagement team must respond swiftly to the demands of customers with regards to feedback, inquiries or suggestions.

Tactics

Marketing departments should focus on enhancing the visibility of their content as well as the effect of the content on social networks. Reach refers to the percentage of individuals who have seen the content or had the opportunity to read the article (Muhammad 2021). MBA FPX 5012 Assessment 1 Digital Marketing Plan is vital because Snacks are advertised on Facebook, Instagram and YouTube along alongside Walmart.com’s website. The brand will grow in followers. The goal of the team is to reach a target of 25 percent (25,000) within a calendar year from the day of launch on three sites. The impact of viral, also known as “spread of mouth” awareness could be the principal marketing campaign of Walmart’s name.

Snacks is seeking to partner with the Board of Education to further aid students in the US needing a healthy and nutritious snack that will help them learn. Partnering with sponsors as well as sponsorship on a worldwide size can lead to sales that could result in the image of the company’s name.

Another option is to sell at the door, however, there is an additional option. Snackies are planning to Snackies marketing team will hold numerous pop-ups featuring food trucks, which are scheduled to be held at venues like colleges, cities and universities, as and festivals throughout counties. They will help to improve the brand’s image and help improve the health and well-being of those who make up the main focus of the mission. Snackies has a goal of creating an environment that is healthier for snackers who educate people on healthier lifestyles and encourages an eating habit that is guilt-free.

Pop-events offer guests with an opportunity to try products of the business and also provide the occasion to market the product. The attendees get discounted rates, “swag gear” featuring logos, pins and designs and educational equipment. They are capable of tasting healthy food.

Actions

Reach

trademark is currently having a 25K annual sales year following the first time
The conversion rate of 10% within the 3rd year in existence.
Use of the hashtag “Whatsinthebox? ” along with terms that are derived from SEO
different adverts and contents across a variety of websites, in order to gather feedback from people who use the sites of.
The Social Media Engagement Team will get in touch with you within 2448 hours.
Building influencer connections
Collaborators to find

Pop-Up Events

Branded Snackies Food Truck
Corporate or school. Events, celebrations and festivals
Field marketing team promotional Flyers Verbal word-of mouth videos along with blog post articles
bags are filled with snacks and swag items
Snackies Advocates for healthier snack choices
21 per cent 1st Box Promo coupon during giveaways at the festival

Data Collection

Create the Web site specifically designed to permit the vendor to monitor the number of sales for their company and to provide the feedback
The Walmart update uses the VMI technology to provide in real-time information about the products

Controls

the following steps are closely monitored by the department of marketing to make sure that Snackies can meet the goals it has set. These metrics serve to assess the potential benefits and negatives of digital marketing strategies, as well as with different strategies (Muhammad 2021).

Google Search- Utilizing Total Site Traffic as a determine the amount of people who visit websites derived through social media, engines, or advertisements. Its goal is to increase the number of visitors to websites by five percent or more during the 3rd quarter of this year. 1.
Cost-per-conversion (CPC) is the determining price of the digital marketing campaign based on the percentage of sales that are which are converted. The annual marketing budgets for marketing are set at 5 millions dollars. The conversion rate 10 percent was determined for the time period when the campaign was 3.

Click-through rate is the percentage of viewers who see the advertisement, before deciding to move on to the website. It is continuously monitored with the aim of 10 percent.
The increase every month in the amount of engagement is varying from 24 to percent on every platform.
Growth- measure how many followers/subscribers you currently have or have lost during a time frame. Goal is to reach 25k followers/subscribers in year 1 across all 3 platforms.
The revenues grow by 15% during the fourth ^{quarter 1.} quarter 1 of the year.

Summary

The year 2012 was the the first moment that Walmart Labs launched the subscription-based snack delivery service Goodies.co which delivers its customers themed boxes that contain eight nutritious and healthy snacks each month, at a cost of $7. (Lawler 2013 2013). ). After a couple of months of testing, the service was shut down, and it is set to launch again under the under the name Snackies. In a investigation that looked into the circumstances of rival Snacknation. Snacknation discovered the need for Snackies’ Snackies marketing department is required to develop an online-based marketing strategy that concentrates on creating connections with consumers and engaging them rather than focusing solely to the vendors.

The goal is to create the brand’s image and collecting data from various sources such as social media and data from customers is the most effective method to ensure that Snackies has a huge success. Social media is a great way to get comments, shares and followers. MBA FPX 5012 Assessment 1 Digital Marketing analyzed with the metrics of engagement and conversion, to get a comprehensive evaluation of the effectiveness of social media marketing strategies. Branding through digital channels is aided by ads that appear everywhere in the United States all the way up to the level of college group gatherings to promote the brand’s name. To provide the sellers with information about their customers’ behavior and expectations in relation to the actions of their clients, Walmart’s VMI technology is being improved and adapted for businesses that work with Snackies and need immediate feedback. The system will feature easy-to-use interfaces that provide reports on the number of transactions and the cost of purchases as well as comments posted on the products.

Snacks is a program that aims to alter our eating practices as well as our perception of snacks by offering healthier options and smaller portions of snack foods that allow users to enjoy an active lifestyle and not feel guilt-free. The importance of online marketing has increased thanks to the growth of technology, with the development of technologies that are connected to buying as well as e-commerce, and sale of products.

References

Bokat-Lindell, S. (2015a, September). Food lovers’ passion has led to the success of creating a unique twist on food subscriptions. Retrieved February 05, 2021, from https://www.inc.com/spencerbokat-lindell/2015-inc5000-building-a-company-with- heart.html Bronner, S. (2018, November). The start-up company which launched an online subscription service, snacknation is now a company that provides insights to food companies. Retrieved February 15, 2021, from https://www.entrepreneur.com/article/323507 CelebrityTrending10. (2019, September). SnackNation’s innovative approach to digital marketing.

Retrieved March 16, 2021, from https://www.celebritytrending10.com/snacknations- creative-digital-marketing-strategies/ Conway, J. (2020a, October). Topic: Online meal kit delivery services in the U.S. Retrieved March 16, 2021, from https://www.statista.com/topics/3336/online-meal-kit-delivery- services-in-the-us/#:~:text=The%20fast%2Dgrowing%20niche%20market,billion%20U.S.