•Understand what a marketing plan is

•Understand the Ansoff’s Matrix and it’s purpose

•Understand the different types of marketing plans

•Be able to conduct a thorough marketing plan using SOSTAC

•Identify different types of competitors and be able to conduct a comprehensive competitor analysis using a variety of tools

•Be able to conduct an environment scan using multiple tools

•Understand budget-setting methods

•Understand different market research methods

•Understand how to create marketing briefs

•Evaluate potential marketing suppliers

Name of competitors / type / how they are a competitor

Screenshots of Google map entries of top competitors

•What is the best benefit of your product from your customer’s view?

•How is your product/service completely unique?

•Why would a customer buy from you and not your competition?

•When will the customer be better off buying from someone else?

•List attributes and categorise them as appealing to the logic or emotion of customer

•How hard is it to understand the attribute?

https://trends.google.com/trends/

https://answerthepublic.com/

•System and processes

•Skills/people

•Suppliers

•Intermediaries

•Competitors

•Publics

•Customers

•Economic

•Societal forces

•Technology

•Legal

•Environment

Objectives

Positioning

Processes

Partnership

Sequence

Experience

Engagement

Data

Objective & Task

Competitive Parity

Zero Based Budgeting

Incremental Budgeting

Using the 9 evaluation methods, compare three potential suppliers.

Cost evaluation, quality of service, social media presence, experience and expertise, scalability, technology, financial stability, cultural fit, reviews.

Company / Industry

Your role

Name your favorite marketing tool

An interesting fact about you

Marketing apprentice

Canva

i enjoy rollerblading

Content creator & Marketer

Canva, Premier Pro, Photoshop

I enjoy chess :)

Marketing Executive

Canva

I have been Vegan for 5 years

Marketing Apprentice

Canva + CapCut

Will come back with an interesting fact still thinking!

-FPS and Gavia Environmental

-environmental consultancies

-They provide FRA, SUDS and other risk assessments like we do all over the UK targeting same audience in the same markets.

• Primary competitors.

Targeting the same industries and customers

Some brand we use for Inspo/ competitors

Astrid & Miyu-

give a minimalist and trendy view to jewellery focusing on layering

Missoma-

modern & accessible jewellery, big TikTok presence

Monica Vinader-

focuses on fine jewellery, using gold an diamonds creating same aesthetic of timeless jewellery

Mejuri-

direct emphasis on online direct-to-consumer shopping

45 years + experience

Target Markets - Niche (Nuclear, Aerospace, Rail, Defence)

Price - pricing is not stated in this type of industry but it would be competitive

Distribution- direct from own facilities

Marketing- online and offline - LinkedIn, Brochures, Events

USP- offer all services in house - nothing is subcontracted

Founded in 2012 in the UK with an aim to create affordable modern jewellery.

Primarily targeting fashion conscious millennials and Gen Z women. Appealing to a younger audience who enjoy layering jewellery.

Pricing typically ranges between £35-250 depending on the materials used.

Their marketing strategy is to use a strong online presence using influencer marketing and collaborations.

Although based in the UK they do ship internationally because of their global customer base.

The brands key USP is the ability to mix and match jewellery to create your own unique look.

Founded by Dr Chetan Sharma in 2022

Target Market - client base that is seeking cosmetic treatments, and premium care and prioritises aesthetics

Price £2 995 - £3 995

Marketing - heavily on social media

Distribution - directly delivered through the private clinic with online options too

USP - the combination of luxurious and modern tech.

Ruh Dental

Founded in 2028
Target Market - clients seeking advanced cosmetic treatments like Invisalign, veneers, and bonding.
Price - Composite bonding starts at £400 per tooth, while porcelain veneers are priced from £850 per tooth .
Marketing - Ruh Dental actively uses social media and online reviews to enhance its reputation.
Distribution - directly from their physical clinics.
USP - combining luxury dental experiences with state-of-the-art cosmetic treatments

Background- UK established company for 12 years, team of highly-qualified flood risk consultants specialise in accurately assessing and managing risks across the flood, water and environmental sectors.

Target market- UK, developers, architects, councils, asset managers etc

Price- more expensive then our quotes

Marketing- Online and offline mostly linkedin

Distribution- Website

USP- Offer more services including nutrient neutrality, fire water assessment which we do not sell.

Facebook 7k

TikTok 8.3k

LinkedIn 200

Instagram 127k

Posting 3-4 times per week

Main content type is before and after transformations, testimonials, educational content, promo content

Ads, Ruh Dental does promo ads on social media

instagram 589k + TikTok 111k

they are also on Pinterest, Facebook, YouTube, twitter (X) and LinkedIn

posting daily on both platforms such as Instagram and TikTok

posting paid ads using influencer partnerships and collaborations using UGC style content.

Linjer-

instagram 259k + TikTok 5.7k + pinterest 5.9k

instagram being their largest social media platform mainly using model and pack shots rather than UGC style content or influencers.

They post around twice a day on instagram but have not used their TikTok in over a year!

LinkedIn - 9k followers

Facebook - 2.1k followers

3/4 posts p/w

images/videos - parts, processes, staff, jobs, apprenticeships, networking

no ads

FC Laser

LinkedIn - 5k followers

1 post p/w

images/videos - parts, processes

no ads

1k

Post a day is 0.3

main content type is image

No Ads

desktop- core web vitals assessment - passed

The desktop version of the site has a score of around 83/100

mobile- core web vitals assessment - failed

The mobile speed score is approximately 49/100

trust pilot reviews- average of 4.5 stars

company always active on these on replying to these reviews good and bad

keywords driving traffic to Astrid & Miyu include 'astrid and miyu,' 'earrings' and 'initial necklace.'

90,500 searches per month using 'Astrid and miyu', contributing to over 26% of their traffic.

Domain - high reputation with an overall google rating of 4.8/5 based over 350 reviews, patient care and professionalism.

Speed - passed

Content - a variety of content including treatment descriptions, testimonials, blog, and a gallery

Reviews other sites - checkup 4.9/5 based on 23 reviews

Google reviews - 4.8/5 based over 350 reviews.

Keywords - dentist London, Invisalign London, teeth whitening London, dental implants London.

-Core Web Vitals Assessment: Failed

Overall their performance is 50 on desktop and 26 on mobile phone.

Speed- Failed

-4.7 google stars based off 30 reviews.

-FPS do you have google ads as the website shows up with 'Sponsored'

Keywords- Environmental, risk, assessments

mobile site - 48

desktop - 91

google reviews 4/5 - 23 reviews

cant find keywords

-Fixed pricing, Our own flood data, fixed timescales.

-We have a high level of expertise compared to other consultancies.

-If they need a site investigation with their report.

Emotional

• Building their own family house and need a report.

  Logical

• Having to buy reports for land use for settlements, like asset managers.

  
  

• Our products our completely unique as 40% of our jewellery is hand made by our very talented jewellery makers in our office, alongside personalisation options such as engravings, initials and birthstones. Even down to the unboxing experience we use fully recyclable packaging alongside ethically sourced materials making sure we have as little effect on the planet as possible.

• Our quality and craftsmanship is incomparable it is very hard to find a sustainable and ethical jewellery company that near half of the jewellery is made to order and is being created as soon as you order your products. We also have a story and a menacing behind the company and why it was created. the affordable luxury of Lily & Roo aligns very well with our customers who want high end quality with a reasonable price tag and that is what we offer.

• Those with budget constraints who cannot afford the price tag may have to go to other companies that can offer jewellery at a lower price point but would not be able to give the same quality the same with specific promotions or sales at different times of the year.

• dental referrals

• dental beauty corby

• dental bonding cost

• dental bands

• dental disclosing tablets

• dental implants uk

• dental implants how much

• dental implants near me

• dental kit for home

• dental out of hours

handcrafted fine jewellery

sustainable gemstones

graduation gifts

local jewellery

(nothing much comes up that I haven't come across before)

contaminated land report-90 times a month

barnet sustainable drainage assessment form

fra report

• Flood data, software used, laptop VPNs to access drives.

  System and Processes

• Chain flow of Marketing to sales to reports room. Communicate through laptop phone app to talk up/down the chain.

• People/Skills we have a 'huddle' which as a teams call with everyone in the company reporting back on sales, goals etc.. Those specialised in what are in specific rooms.

• machinery and equipment

• technology

• software

• transport

• facilities

Systems and processes

• production planning

• quality control systems

• supply chain management

• HSE health safety and environment

skills and people

• engineers

• HR

• IT

• Accounts

• Managers and supervisors

• licensed forklift drivers

• operators and skilled labourers

• sales team

• business development team

• marketing

  
  

• raw materials

• machinery

• utilities (gas, electricity, water)

• parts

all of these suppliers are required to run the day to day operations of the organisation

Intermediaries

• logistics and transport providers

they handle the delivery of finished parts to customer

Competitors

• other manufacturing companys providing the same services and targeting the same industries

Publics

• media

• health and safety officers

• Auditors

• Accreditors

Customers/industries

• aerospace

• green energy

• automotive

• MOD

• construction

• electric vehicles

laptops

equipment for laptops

If we have technology problems we raise the problem with startech.

intermediaries

ashdown - site investigation before reports we send customer over to them to give us a sale.

competitors - FPS price is lower so can impact us.

Publics- media

accreditations

marketing companies

customers- look for our services when wanting planning permission.

e-commerces platforms such as, wolf and badger, not on the high street and shopify.

competitors such as:

• Astrid & Miyu

• Missoma

• linjer

• Edge of Ember

• Mejuri

Media and influencer coverage enhancing the brands social platform

understanding the target market and what is missing in this market

buying behaviour of customers and who has built a strong customer relationship.

laptops

equipment for laptops

If we have technology problems we raise the problem with startech.

intermediaries

ashdown - site investigation before reports we send customer over to them to give us a sale.

competitors - FPS price is lower so can impact us.

Publics- media

accreditations

marketing companies

customers- look for our services when wanting planning permission.

E-Due to inflation rates increasing, we had a Risk Insurance side of the business which we have now had to make those specific people working in that segment redundant, as its too expensive to carry on after October.

S- As population grows, we will see an increase in houses being built in the UK meaning more sales for us, as the council will have to request reports for e.g contaminated land.

T- Technology innovation is hard to keep up with, however we retain our own flood data. However CRM sites are becoming more costly for certain beneficial features competitors are using. Especially with AI, making our own content through AI will benefit us like Midjourney.

E-The UK’s climate is changing, and this will potentially increase the frequency, severity and extent of groundwater flooding. Businesses and individuals should take action to assess vulnerability and improve resilience if they are at risk to groundwater flooding and climate change.

L- Environmental due diligence is the process of assessing and reporting on the environmental conditions of a property in connection with an acquisition. It ensures parties are aware of the potential environmental liabilities, mitigation requirements, and possible costs associated with any risk. 

• personalisation + customisation

• ethical sourcing

• online presence on social platforms

• high quality products

Weaknesses

• limited physical presence (stores)

• can be a niche market

• higher price point for some

Opportunities

• a growing demand for customisation

• collaborations + influencer partnerships

• growing worldwide

• technology advancements within digital marketing + AI

Threats

• large competition

• changing material costs

• customer preference

• designs copied by competitors

M- by 25%

A- by offering free desktop report when purchasing at least 3 reports and negotiating price.

R- By increasing key accounts we are guaranteed set reports and customer loyalty and good word of mouth to others in the architect/developers/LA industries leading to more sales...

T- By July 2025

• to increase sales on new Christmas collection by gifting larger celebrities pieces for free + using smaller influencers and UGC creators for content

Measurable:

• objective is to increase the revenue by 20% just by using celebs + influencers

Achievable:

• these creators will post engaging content that will allow us to see how sales fluctuate

Relevant:

• allows us to grow the brand organically by using what is available to us

Time-Bound:

• until new valentines collection comes out in 2025

revenue for marketing.
example: if you make £500,000, and use 5%, you’ll spend £25,000.

2. objective and task

set goals (e.g., get 20% more new patients) and figure out the tasks and costs to achieve them.
example: digital ads and social media, costing £30,000.

3. competitive parity

based on what competitors are spending.
example: if competitors spend $40,000 on marketing, you spend the same.

4. zero-based budgeting

justifies every expense based on roi.
example: £5,000 for a veneers campaign bringing in £20,000.

5. incremental budgeting

incremental budgeting adjusts last year’s budget by adding or subtracting small amounts based on expected changes.

example: a company might increase its marketing budget by 5% from the previous year to account for inflation and new advertising opportunities.

How satisfied are you with the design and aesthetics of the website?

Did you find the information (e.g., product descriptions, pricing, policies) on the website clear and helpful?

How satisfied were you with the checkout process (e.g., ease of payment, delivery options)?

Is there anything you think could be improved on the Lily & Roo website? (Please specify)