Summary MBA-FPX5012 FM Assessment3-1. Marketing Management

In building its brand awareness, Snackies is already backed by the largest retailer in the world, Walmart. However, it must also establish itself outside Walmart to just be known by “Snackies” alone. Social media is the main avenue for creating and establishing brands, especially subscription-box brands. Snackies intends on creating a community of followers among snackers to share their feel-good stories about snacks and their relationship with food, to become more than just another subscription but a lifestyle. Snackies will monitor brand awareness growth by the amount of “likes” and followers across various social media avenues. Like Snack nation and Love with Food’s consumer data collection, Snackies will invest in advanced data collection technology. It will use Walmart’s electronically backed vendor managed inventory (VMI) system, which will allow healthy snack suppliers to be responsible for managing their own inventory by getting real-time feedback as consumers purchase full-size versions of snack samples (Rubin, 2020). The retail link system implemented by Walmart, also allows suppliers to forecast consumer demands by using real-time POS data. Strategy Short-term Snackies marketing and advertising team will focus on promoting healthy snack brands by using social media to build a following across Instagram, Facebook and YouTube. Snacks tend to be associated with happiness and uplifting emotions, so it is important to advertise with this factor in mind. Short video ads and post with hashtags such as “#what's in the box?” create buzz and can be shared throughout social media platforms, thus building a snackies community. The marketing team will also focus on using search engine optimization (SEO) words such as organic, healthy snacks, healthy sweets and preservative-free (Muhammad, 2021). These words increase traffic towards a site or brand when people use them while searching. This will be monitored by click-through-rate (CTR) that determines whether keywords are likely to get a user to click your ad. Medium-term “Social media + comments + mentions + respond now (not later) = a relationship.” The marketing team will continue with the short-term tactics in hopes of gaining 100,000 followers on Instagram, Facebook and YouTube within 3 years. For its midterm strategy, Snackies will create emotional content and engage with their consumers across all sites. By using methods such as: Likes Mentions Comments Click-throughs  Hashtags