Communications Plan for Benjamin Moore and Co. Inc.

STRATEGIC BRAND MANAGEMENT
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Strategic Brand Management
A prior created plan or approach that can bring success is required for digital marketing plan activity. This begins with a thorough examination of all factors that may have an impact on its development. Furthermore, when it comes to digital marketing, it is critical to get it properly, because it may make a big impact on a company's bottom line (Wall, 2020). Companies that have a blog, for example, generate 67 percent more sales than those that do not (PEALVER, 2021). In addition, communication channels are required for the success of this digital strategy. Fortunately, 55% of the planet's population has internet connectivity (PEREALV, 2021). This helps the corporate communication channels become increasingly important in the success of this initiative. This communication channel has expanded the market with over 4.2 billion users, resulting in customer happiness and profit maximization for the businesses involved. According to Forbes 2022 reports, these communication channels have led to client trends such as favoring buying from mobile phones and other technological devices, and if any market tries to promote its brand, it is advisable to develop a digital marketing plan (PEALVER, 2021). By ensuring that their material is mobile-friendly, they will avoid remaining out of this market. The digital marketing strategy, on the other hand, must be in line with the brand's goal and existing marketing infrastructure (Wall, 2020). This guarantees that the company's internet domain, target audience, channels where they should be visible, and who their counterparts are and what they do are all taken care of. Finally, in this paper, we will suggest a digital market plan for our chosen firm, Benjamin Moore and Co. Inc.
Situational Analysis
The company's internal and external analysis (SWOT analysis) is the initial step in building this digital marketing plan (O'Neill, 2022). This will help us to assess the company's and the market's weaknesses, strengths, opportunities, and threats before putting effort into our chosen sub-brand digital marketing process (O'Neill, 2022). Benjamin Moore Co. Inc. was established in 1883 in Brooklyn, New York, by Benjamin Moore and his older brother Robert M. Moore. Previously, the company only produced one coating for walls, which "Moore's" prepared Calsom finish, and supplied to independent retailers. Berkshire Hathaway Inc. now owns the company, producing applicators, commercial coatings, exterior applications, finishes, industrial coatings, interior applications, paints, paint extenders, primers, residential coatings, and wood stains, among other things ("Benjamin Moore & Co. - Company Profile, Information, Business Description, History, Background Information on Benjamin Moore & Co.", n.d.).
Today’s Benjamin Moore Co. Inc. strengths can be seen to be: its superior product quality, according to both professional painters and home-user consumer surveys. Second, leading innovation and technology in paints and coatings with the first innovations among the competition. Third, in North America, there are 4000 dealers in a comprehensive distribution channel (Apeloig, 2011). Fo...