The Digital Business and Marketing of Fowler Welch

The Company I will use to help me create a marketing media plan is Fowler Welch. This Company is part of a larger group called Culina Group, or rather, is under its umbrella. This marketing media plan will include three objectives, five activities, and five key performance indicators. The three objectives will be brand awareness, customer relations, and, lastly, Revenue. The five activists will be involved in how this Research was conducted, what Budget this plan should receive, the tactics for this plan, future improvements, and, lastly, where the promotions for this Company would be most effective. Lastly, the five key performance indicators are financial performance, sales, website traffic, awareness, and finally, return on investment.

The three objectives of this marketing media plan are:

Brand Awareness.

Fowler Welch is a brand that is within the food logistics group. As far as is known, the brand has no significant awareness among customers outside the food transport logistics circle. However, for customers in the food transport industry, this Company is known for its role within the Culina Group. "From board level to warehouse floor, the Fowler Welch team is united in its simple vision of the future: we want to be the industry-leading food supply chain expert and number one supplier of choice for fast-moving consumer goods among major manufacturers and retailers." This explanation of what the brand is from the Fowler Welch website suggests that this particular brand is mainly pointing its awareness towards the food marketing and what exactly the customer needs as the quote above from their website implies exactly what the custmors needs and the servers that the Company gives its customers, Further more this then shows that the awareness of this brand was quite well to what the customers need from the food suply Company.

Customer Relations.

For this Company, customer relations are among the most important qualities, as Fowler Welch's entire operation is based on client needs and on understanding the importance of transporting clients' goods. "At Fowler Welch, our dedicated transport team continuously delivers innovative and effective solutions to customers' transport problems. We pride ourselves on delivering industry-leading distribution solutions tailored to the fast-moving consumer goods (FMCG) sector. Our dedicated transport team works around the clock to ensure your products reach their destinations safely, efficiently, and on time. With decades of experience, we have developed a reputation for reliability, flexibility, and innovation, making us a trusted partner for businesses of all sizes across the UK." This suggests just how much Fowler WelchWelch understands and values their customers, with this clear understanding of how their product is being transported, which, again, as stated before, is one of the big factors in their customer relations.

Revenue.

The Company's Revenue is quite substantial, as shown on the Company's website. "The completion of a 52,000 sq. ft. warehouse extension in 2016 increased the packing and ripening operation to cover 120,000 sq. ft. This has broadened the range of ripening and packing services available for a variety of stoned, exotic, and soft fruits, from lemons and limes to kiwis and mangoes, enabling us to meet growing customer demands with greater flexibility and efficiency." This implies just how much the Revenue at the Company is, but further information about it can also be seen on the website " The facility now boasts 70,000 sq. ft. of pack house space, including six ripening rooms that use precise humidity and temperature controls to ripen a wide range of fruits safely. The extension has created space for a further 2,500 pallets of rack storage for product to be stored in chambers of up to four different temperatures from 0°C to 10°C, supporting optimal freshness and quality throughout the supply chain." Based on this evidence, it can be concluded that the Company's Revenue is quite high.

The five activists will be involved in how this Research was conducted, what Budget this plan should receive, the tactics for this plan, future improvements, and, lastly, where the promotions for this Company would be most effective. For marketing, media plans are:

Research.

The Research for this analysis used the company website, as it is public information, so the facts gathered can be used to make an educated guess about things such as Revenue and any information that is not public.

Budget.

The most educational guess for the Budget for this Company would come from knowing what their clients are but as this is not public information the creation of a budget would be a far out guess then a reasonable one, as the only access the public has to this information is gov uk and the website of the Company which when seen, was discussed within the revenue section of this analysis that with the wide scale aspect of the Company it can be conluded that the Budget would be rather large.

Tactics.

The tactics that personally would be used would be for this Company, marketing-wise, would be more open advertisement, as for now, only internal already situated food logistics companies know about Fowler Welch, so with more open advertisment for the puplic up and coming small busniesses would be able to aply to use Fowler welch's service which in turn would not create as much Revenue as the bigger companies. However, it would ensure there is an extra income line, just in case the Company ever needs it.

Future Improvements.

For this Company within this analysis, there seems not to be any more improvements than what has been discussed before within this analysis, such as more open advertisement for the public, up and coming small businesses would be able to apply to use Fowler Welch's service, which in turn would not create as much Revenue as the bigger companies. However, it would ensure there is an extra income line, just in case the Company ever needs it. This would be the only improvement this analysis suggests.

Promotions.

The only promotions this Company needs, so far, are more public and up-and-coming small-business advertising so they can apply to use Fowler Welch's service, which, in turn, would not generate as much Revenue as the bigger companies. However, it would ensure there is an extra income line, just in case the Company ever needs it. As this would protect the Company financially, and this promotion would bring more attention to the Company, increasing its value.

The five key performance indicators are financial performance, sales, website traffic, awareness, and finally, return on investment for the marketing media plan are:

Financial Performance.

The financial performance of this Company is not publicly known, but based on the website, it can be inferred that Fowler Welch's financial performance was quite high. The evidence for this "As a business, our reputation for performance excellence in the temperature controlled FMCG supply chain has been well-earned through years of experience and continued delivery of results for our customers, across the range of temperature controlled services we offer. Our warehousing services are designed to provide maximum flexibility and efficiency, supporting customers across the fast-moving consumer goods (FMCG) sector. With over 500,000 sq ft of temperature-controlled warehouse space strategically located throughout the UK, we offer secure environments for both chilled and ambient products, ensuring your goods are always stored in optimal conditions." This suggests just how much their financial performance is.

Sales.

The sales for this Company appear high on the website, as it lists the Company's customers, such as Tesco, a massive supermarket chain. This indicates that Fowler Welch's sales are quite high, given the type of customers they have.

Website Traffic.

The website traffic for this Company is quite high, thanks to the website's design, which attracts a lot of attention. This is because not only are there clear details about every step within the company, but the website also shines a focus on eco ways of their company, such as " At all levels, we recognise the effects that our operations have on the environment. We not only operate our business responsibly, in compliance with all legal requirements, but we go beyond these to demonstrate to our colleagues, customers and suppliers how we can work together to cut carbon." This implies how much traffic the website can have if there is a clear understanding of every section and every step the company takes.

Awareness.

The company's awareness is quite high, as implied and shown within the website traffic section of this analysis. More evidence of the awareness is " Significant investment has been put into the adoption of Euro 6 engines. We were the first supply chain company to bring on board Euro 6 engines, which is the latest standard for fuel-efficient vehicles, and our fleet operates at 100% Euro 6." This implies that the company even focuses on the type of vehicle it uses, which suggests the awareness the company has.

Investment.

The investment for this company would be high and low risk, as they have a large group of high-end clients, but they are also part of the Culina Group, which suggests it would be a good investment and low risk.