‘THE BLACK DOVE’

Individual Reflective Blog:

After finding my group, we began researching for a company that we would invest on. Finding a company that had not invested in their digital marketing was challenging, as most of the companies have already infused in the digital world. However, after several walks in Brighton’s centre, we noticed ‘The Black Dove’; a pub we really liked but lacked in its digital context, thus, we decided to look and expand into it.

Knowing our own strengths and weaknesses, we equally divided the work by each individual’s preferences; this, would allow us to maximize the group’s potential. In addition, we set an internal deadline to offer us some time to merge everything together and practice our presentation skills. This deadline allowed us to ameliorate our assignment’s outline, remain organized as a group and ensure we would not fall behind schedule. My part included of background research of the company, an analysis of its Micro and Macro Environment, and a SWOT analysis. Nevertheless, we were all very united with each other, and whenever someone faced difficulties, we all connected to progress through it.

To stay focused, I divided my part into four weeks; one week for each section. Researching background information for the company was a part which I did not particularly have many difficulties. Through the utilization of its website and its Facebook page, as well as several pictures and reviews, I accumulated all the information needed. For instance, its exact location, opening and closing hours and the pub’s music preferences. Additionally, the Macro Environment of The Black Dove is divided into four main factors: social, technological, political/legal/ethical, and economical; thus, my analysis was concentrated there. Personally, I found the analysis of the Macro Environment the most challenging part, as a lot of data (such as cookies and their legal factors, etc.) were hard to reach. Moreover, my analysis in the Micro Environment were affected by: its customers, its suppliers and intermediaries, and its competitors. This included elements of The Black Dove’s accessibility and utilization of digital platforms, examples of buyer personas, their level of technology and integration, as well as examples and analysis of their competitors. Finally, the part which in my eyes was the most exciting was the SWOT analysis; and more specifically, when noting down the most significant Strengths, Weaknesses, Opportunities and Threats.

Furthermore, as part of the assignment it was crucial to produce our scripts and practice our presentation to avoid mistakes where possible. Timing our mock presentation, to assure we were within our time limit, allowed us to run smoothly through it and to become more familiar of everyone’s context.

To end with, looking back at our assignment, it was an enjoyable assignment. In my opinion, our group collaborated easily and well. We all respected each other’s timetables and were therefore meeting up at times were everyone was free. Throughout the assignment, all opinions were respected and in case of a disagreement we valued all views; and with politeness, concluded to a point. Throughout our team working, I had the possibility to become more sociable, learn different personalities and become friends with them. They taught me to appreciate all opinions and views and further expanded my communication skills. Finally, I also had the chance to evaluate my self’s strengths and weaknesses to assure our common aim of accomplishing a good presentation was achievable. My PowerPoint skills were also developed with innovative and creative ideas.

 

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Group 1 Members: 

• Evita Tzanetatou
• Marfuga Medi
• Yuichiro Kayama
• Nathan Spikes

Jooble is an online website which allows you to view job advertisements worldwide. Once you create an account, utilising your email, jooble instantly emails you for any available or new posts that would be near the location you’re looking for!

Personally, I have signed up to look for summer jobs in the islands of Greece, therefore I find it very useful every time that Jooble emails me as I know that all the new advertisements will be sent to me by email and I do not need to visit their website daily. Additionally, in every of their emails, their title is very related to the context of it and you know that it is not just an email that is sent automatically. On the title of the email they also mention how many new job advertisements there are, helping you to know exactly what to find for when you press on their email. Every time Jooble emails me, I will either see it instantly as I know it will be an advert of my interest, or I will press to see it when I have some free time to look more into it. One of the reasons I find Jooble a good website when you sign up, is because it personalises the emails according to your recent research, and it does not just send all job advertisements that could be uploaded globally.

However, there are still certain areas that I believe Jooble can improve on. One of them is the template of their email and their design. Their logo is a very simple and memorable one with blue and green colours and an outline of a rabbit. The colour of blue symbolizes feelings of trust and loyalty and the green colour is the colour of growth. Both of this colours could be representatives of what what the customers should feel or what the company is doing. For instance, the blue colour could represent the feelings of the customers towards Jooble, meaning that Jooble’s customers fully trust them for the advertisements and are fully loyal to them for the context they are sharing. In addition, the colour of green could mean the fast expansions that Jooble faced, and how their target market is continually growing. The rabbit is a friendly animal that arouses feelings of happiness and new beginnings occuring, therefore in regards to Jooble’s logo it could be a way to show support to their customers and encourage them for finding a new job and moving on to something new in their lives; as finding new jobs for some people is not always a thing they want to do, but they are simply doing it because they dont have any other choice. Moreover, considering Jooble’s email design there is still some improvement that could take place. For example, instead of them saying the number of new advertisements available and have a press button that will automatically get you there, they could add underneath it a list of all the new advertisements with more details next to each job.

In comparison to other emails, Jooble could have a more colourful or memorable email for their readers to happily want to read it, but considering that Jooble is a webiste that you should be really looking forward for their emails as you’re looking for your new job, it could be their way of design as people of different ages are utilizing and it is also older ages who may want to see it that simple! Finally, every 2 weeks Jooble is asking you for your advice and ratings of how likely it is to promote their email to someone else. It has a very easy ranking from 1 ’till 5, with 1 being that there is no chance of promoting it and 5 being that you are promoting it to friends or family. I find their way of asking for opinions easy and attractive as there is only one step your customer needs to do and it is not a lengthy one that people could get bored of.

Lacta has been introduced in Greece since the 1960s. It is a popular chocolate and remain’s the best chocolate for the Greek’s. This product, has the best quality flavour, image and brand than any other image. To begin with, even though it is only a chocolate, its variety of products increases daily. Lacta offers to its customers chocolate of all kind of types, and sizes and has enlarged its range into even making its own ice creams! Lacta’s logo ‘The sweetest part of our lifes’ together with the movies that this company releases allows the customers to understand and feel that sweetness and the feelings of love and passion towards to this chocolate. Additionally, Lacta’s price allows a convenient cost for its consumers as well as well as offering different type of paying methods: cash or credit/debit cards. Lacta also provides discounts and offers every 14th of February, allowing everyone to share their love between them through just a chocolate. Moreover another important factor of the marketing mix is Lacta’s place. Lacta offers satisfaction to all people in Greece as it is a chocolate that can be found everywhere: from kiosques, to minimarkets, to supermarkets, and around the whole country, from the capital, to islands and to villages! Moreover, Lacta is a company with all social media, therefore they continually have a way to communicate with their customers and offer promotions, marketing communications, as well as living their people satisfied. This, arouses greater engagement and truly benefits the company for both: that customers can reach out to them whenever they want, but as well as their good reputation increases and reaches out to other people that can end up being their new consumers! Additionally, in my opinion, Lacta’s process of the marketing mix, relies on its design features as its packaging out stands from other chocolates and through their color red, they do deliver the message of love that they want its customers to receive. Also, its IT support does put a lot of emphasis on Lacta’s brand and company as thousands of people love and enjoy watching their movies every year. Finally, Lacta’s physical evidence does play a significant role to its high demand, as its accessibility, availability and performance never lets down its customers.

Pretty little thing (PLT) is a fashion retailer firm which is based in the UK. PLT’s target customers are women from the age of 16 up until 34 years old. PLT has reached up to 6 million daily visits on their website or application, and its average visit time is almost 8 minutes (WebSimilar, 2019).
PLT utilizes various channels such as Social Media Marketing (SMM), Search Engine Optimization (SEO), Social and Display ads and Payed-Per Click (PPC).

Pretty Little Thing, is using both, organic words and paid words. Some of its top organic words and paid words are:
a. pretty little thing
b. plt
c. prettylittlething
d. pretty little things
e. christmas jumpers
f. morphe palette
g. lingerie

And, some of the most searched words by its consumers according to Google (2019), are:

Taking into consideration Similar Web (2019), pretty little thing mostly utilizes YouTube for promoting themselves, reaching a 64.92% figure. This, is followed by a 14.71% from Facebook, and 10.39% from Instagram.
Additionally, according to plt’s large consumer group, and considering its visits and purchases, pretty little thing is efficient and effective to its digital marketing. They are successfully promoting their firm, and it has expanded to other countries across the globe such as Ireland, Australia, US and France, and has also opened other offices in Los Angeles and London (Wikipidia 2019).

However, I do believe that PLT can even become more popular and sufficient from just increasing their digital marketing, and expanding more on channels such us sending emails, uploading more photos on Facebook, Instagram and Twitter. Moreover, together with the discounts that they produce regularly, they could also create some competitions between their customers and give out some free products to promote them and the company.

Lacta has been a company which has a broad digital content in regards to its brand as not only it is active on social media, and it also has its own website, but also it produces its own movies and has therefore got an active youtube channel as well. Taking that into consideration, Lacta is easy to reach out for. Lacta’s availability on cross platforms allows the company to promote their variety of chocolates and their love stories. Lacta’s social media allows you to share their posts between one another, which makes them become more famous in the community every time. Lacta can value their reach strategy from their counting their followers and fans, as well as viewing the visits on their platforms. Lacta acts in various ways in order to be reach out for their customers, such as sharing peoples opinions, but also allowing people to like and comment on their products. Additionally, in order for the chocolates to be easily accessible, lacta is trying to convert its buying processes, and not only to have it available in supermarkets and kiosques, but also to make it easily accessible online and create an online buying page. Finally, lacta has already many customers who are engaged to them, as more and more people love lacta’s chocolates and in that way lacta’s profit increases. Lacta creates a lot of satisfaction in the customers’ tastes and that’s the reason why they all remain loyal to them! There are many Greeks who even when they travel take Lacta chocolates with them as they know they cant find better chocolate than this one!

Lacta is a series of chocolate introduced in Greece in the 1960s. Lacta was first produced by a well-known confectioner, since the 1840s, Pavlidis (Wikipedia, 2018). Its sequence started off with milk chocolate, but by today has progressed to many different flavors; for instance, milk chocolate with strawberry, Oreo, or even crackers! Additionally, Lacta has produced different sizes of chocolate, to satisfy costumers’ needs.

Chocolate by itself is a reason for consumers to buy Lacta; however, Lacta has heightened its value proposition through the idea that it is characterized as a symbol of love all around Greece. This, persuades and motivates people to share love between one another, as to love someone and be loved in return is one of the best feelings that someone can feel (Lacta, 2018). Lacta wants to always remind its consumers that the sweet and pleasant flavor this chocolate has, is as sweet and delightful as the moment you fall in love (Lacta, 2018). This has not only been managed through their beautiful red-white wrappers, which immediately indicate feelings of passion; but also through the fact that every 14th of February, it produces and releases a movie to highlight the importance of their unique slogan ‘Every piece of Lacta chocolate is like falling in love.’ (Lacta, 2018).

Lacta’s website, being simple and attractive with just the brand name, and two options to click on, affiliates the usage of its customers making it extremely user-friendly. On top of that, one of the two options on their home page is your immediate access to Lacta’s facebook page.This allows you to become part of their community easily, quickly and securely. The second option to chose is to see the last video that was published on February 2018; enabling you to live and experience the Lacta adventure.

Lacta’s target group consists of everyone who is addicted and loves chocolate; from young children, to older individuals and couples! Lacta has expanded to the whole country, and its easy accessibility together with its low cost allows everyone everyone to have a bar of chocolate in their everyday life. Young children can have a chocolate as a snack, parents can have a chocolate bar as an energy booster, and of course all people can have a Lacta chocolate as a time of enjoyment and relaxation!

After almost five decades, Lacta is still remaining the number one chocolate in Greece. In fact, on May 2018, Lacta had about 876.5k followers, and this month, Lacta is still performing well but with a small reduction to 866k followers (Socialbakers, 2018). Taking into consideration Lacta’s movies, it is an important factor for the huge revenues that Lacta is gaining. Just by its first film, Lacta managed to make it the 3rd biggest movie in 2013, achieving a revenue of one million euros (Coloribus, 2018). Following that, in 2015 Lacta’s movies together with its ‘Lacta messages’ they successfully attracted ‘7 million views in a nation of 5 million users’ (Lacta,2018).

Finally, considering all social media and reviewing many critical opinions, all the Greek society always expresses positive feelings towards this chocolate. It has been a chocolate that the majority is attracted to it, as well as its sweet messages. This chocolate always allows to express feelings of love and passion, and especially on valentine’s day all Lacta chocolates are shared between one another.

References:

Coloribus, (2018) ‘LOVE IN THE END’. [online]
https://www.coloribus.com/adsarchive/promo-casestudy/lactas-chocolate-love-in-the-end-18525605/
[Accessed on 20 October 2018].

Google, (2018) ‘Lacta – Wikipedia’. [online]
https://www.google.co.uk/search?q=lacta&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjz1_S64JfeAhWQF8AKHXH_Df0Q_AUIDigB&biw=1366&bih=608#imgrc=k2xPHhHc–A3TM:
[Accessed on 20 October 2018].

Google, (2018) ‘Νέα Lacta OREO’. [online]
https://www.google.co.uk/search?q=lacta&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjz1_S64JfeAhWQF8AKHXH_Df0Q_AUIDigB&biw=1366&bih=608#imgrc=nKwRNqWwSsFj6M:
[Accessed on 20 October 2018].

Lacta, (2018) ‘Make the move’. [online]
https://www.lacta.gr/makethemove/
[Accessed on 20 October 2018]

Lacta, (2018) ‘From the start’. [online]
https://www.lacta.gr/apotinarxi/awards
[Accessed on 20 October 2018]

Socialbakers, (2018) ‘Lacta Facebook statistics’. [online]
https://www.socialbakers.com/statistics/facebook/pages/detail/23562482184-lacta
[Accessed on 20 October 2018]

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