Using The Company You Chose To Study: Goya Food

Using The Company You Chose To Study Goya Food Throughout the Term

Using the company you chose to study (Goya Food) throughout the term to build your Basic Marketing Plan for your final project, research how the company employs a social media strategy to build and manage customer relationships. Compare the company’s social networking sites and mobile applications with its official website to understand the CRM strategy and corporate social media strategy. In essay format, answer the following questions about the customer relationship management and social media strategies for your chosen company: What elements of a good CRM program does this company use to build and manage customer relationships over the internet? Who is the company’s target market, and how does the company interact with these customers using social media and mobile technology channels? Social media objectives are listed in Chapter 22 on page 356. Identify the company’s primary social media objectives based on actual communications on its social networking sites. Be sure to provide examples. Discuss the kinds of promotions used on the company’s website, social media sites, and mobile applications that might encourage continued loyalty and online collaboration from customers. What do you recommend that the company do to improve the effectiveness of its social media sites and mobile applications?

Paper For Above instruction

Introduction

Goya Foods, a prominent Hispanic-based food company, has demonstrated an active and strategic approach to utilizing social media platforms and mobile applications to foster customer relationships and achieve its marketing objectives. This paper explores how Goya Food employs its digital channels to build a robust Customer Relationship Management (CRM) system, examines its target market, and analyzes its primary social media objectives, promotional strategies, and suggestions for enhancement.

Elements of a Good CRM Program in Goya Food

Effective CRM programs are essential in building long-term customer loyalty, and Goya Food incorporates several elements to achieve this. Firstly, Goya employs personalized communication through social media platforms, enabling direct interaction with customers and responding to their inquiries, which builds trust and engagement (Kumar & Reinartz, 2016). The company's active engagement on platforms such as Facebook and Instagram demonstrates an understanding of customer preferences by sharing recipes, nutritional tips, and culturally relevant content.

Secondly, Goya utilizes data collection mechanisms through its website and social media interactions, allowing for targeted marketing campaigns tailored to different customer segments. This segmentation strategy enhances the relevance of offers and promotions, thereby increasing customer loyalty (Lemon & Verhoef, 2016). Additionally, the company provides incentives, such as contests and coupons, which are distributed via social media and mobile apps, encouraging repeat interactions and purchases.

Target Market and Customer Interaction through Social Media and Mobile Technology

Goya Food’s target market primarily consists of Hispanic households, food retailers, and health-conscious consumers interested in authentic Latin cuisine. Recognizing its cultural roots, the company interacts with this demographic through culturally tailored content and bilingual communication, fostering a sense of community and belonging (Goi et al., 2020). Social media platforms serve as vital channels for customer interaction by sharing authentic recipes, user stories, and cultural celebrations, which resonate with its audience.

Moreover, Goya uses mobile applications to facilitate product information, nutritional tracking, and digital coupons. These channels enable instant access to promotions and support for customer inquiries, which improve convenience and loyalty. The mobile apps also serve as platforms for engaging with customers through push notifications about new products and special offers, exemplifying an integrated approach to customer engagement (Chaffey & Ellis-Chadwick, 2019).

Primary Social Media Objectives and Communication Examples

Goya Food’s primary social media objectives include increasing brand awareness, enhancing customer engagement, and fostering community loyalty. For example, on Facebook, Goya posts regularly about new product launches, recipe ideas, and cultural events, encouraging followers to share their own recipes and experiences, which generates user-generated content that boosts visibility (Hanna et al., 2011).

On Instagram, Goya emphasizes visual storytelling by showcasing vibrant images of dishes and customer stories, aiming to deepen emotional connections. Its Twitter account is used for real-time customer service, addressing queries promptly and sharing timely news, aligning with its goal of fostering trust and responsiveness (Kaplan & Haenlein, 2010).

Promotional Strategies to Encourage Loyalty and Online Collaboration

Promotions such as exclusive discounts via mobile apps, social media contests, and holiday-themed campaigns incentivize continued customer interaction. For instance, Goya often launches recipe contests encouraging users to share their culinary creations, which results in increased engagement and brand loyalty (Yi & Kavanaugh, 2017). Loyalty programs integrated within mobile applications further motivate repeat purchases through point systems and personalized offers.

Social media collaborations with influencers and community leaders extend Goya’s reach and credibility, encouraging online collaboration. Special promotions for cultural celebrations, like Hispanic Heritage Month, foster a sense of community and shared identity among followers.

Recommendations for Improving Social Media and Mobile Application Effectiveness

Despite Goya’s active presence, there are areas for improvement. Firstly, enhancing user-generated content campaigns by incorporating more interactive elements such as live cooking events or Q&A sessions can deepen engagement (Marwick, 2013). Integrating augmented reality (AR) features in mobile apps—such as virtual cooking classes—could also provide immersive experiences that attract more users (Pantano et al., 2017).

Furthermore, adopting more targeted advertising based on advanced analytics can increase the relevance of content delivered to specific segments. To foster community involvement, Goya could develop a dedicated online forum for recipe sharing and cultural discussions, creating a digital community space that encourages ongoing interaction (Malthouse et al., 2016).

Finally, consistency in content quality and frequency across all channels, combined with proactive customer service, will reinforce trust and loyalty. Regularly updating mobile applications with new features and personalized content can sustain user interest and promote sustained engagement (Zhang & Li, 2019).

Conclusion

Goya Food effectively leverages various elements of CRM through its social media strategies and mobile applications to strengthen customer relationships. By focusing on personalized communication, targeted marketing, and culturally relevant content, Goya resonates with its core demographic. Its primary social media objectives—brand awareness, engagement, and community building—are supported through interactive campaigns and promotions. To further enhance its digital engagement, Goya should adopt more innovative technologies and community-focused platforms, ensuring sustained loyalty and collaborative growth in an increasingly digital marketplace.

References

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson.
• Goi, C. L., Kadir, M. N. A., & Zainudin, N. (2020). Cultural Relevance and Brand Engagement among Hispanic Consumers. Journal of Marketing Development, 41(8), 1245-1258.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all Connected: The Power of the Social Media Ecosystem. Business Horizons, 54(3), 265-273.
• Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.
• Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36-68.
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