Advanced Digital Marketing Report for Desklib's Herbal Cosmetic Products

This report discusses Desklib's digital marketing plan for their herbal cosmetic products. It includes a product description, competitor analysis, target customer analysis, marketing strategy objectives, value proposition, marketing tactics, and metrics. The target market is women above 18 years, and the products are unique in nature and free from toxic chemicals.

ADVANCED
DIGITAL
MARKETING
DIGITAL
MARKETING
REPORT

Table of Contents
PRODUCT DESCRIPTION............................................................................................................3
COMPETITOR ANALYSIS...........................................................................................................3
TARGET CUSTOMER ANALYSIS..............................................................................................5
MARKETING STRATEGY OBJECTIVES...................................................................................7
VALUE PROPOSITION.................................................................................................................8
MARKETING TACTICS................................................................................................................9
METRICS......................................................................................................................................11
REFERENCES..............................................................................................................................12

PRODUCT DESCRIPTION
Herbal cosmetic products are selected for the purpose of fabricating digital marketing
plan. The plan is proposed by the entity. Marks & Spencer is engaged in retail sector which is
holding second rank in the sector. All varieties of herbal items such as face wash, face cream,
body lotion etc. are available. The product is being offered in order to augment the capacity and
market share of the organization Kingsnorth, (2022)
The product would be very beneficial for the customers who are tended to use such
cosmetics and want to avoid artificial creams. At the same time herbal cosmetic is healthy and
having no side effects. There are a number of herbal cosmetic items are being offered. Harmful
chemicals are not being used, so better skin care can be provided by it.
At the same time all salient competitors in the market are hugely providing chemical
based cosmetic products which are harmful for skin care and also toxic for health. On the other
hands the products are upholding the notion of green production which will make the
environment thrive. The products are a bit expensive and having higher reputation too. At the
same time it is having great use of green attributes which makes it different from the products
offered by competitors.
COMPETITOR ANALYSIS
Marks & Spencer is getting operating mainly in UK and having Tesco plc, Walmart as its
toughest competitors who are placing bigger challenges to the entity to ensure its survival in the
market.
The key competitors of M&S possess bigger market share with bigger product and
service constellation which allows them to use both conventional and non conventional methods
to promote and go for marketing of products. There are number of ways such as digital tools, and
conventional tools for marketing Desai, (2019)

Tesco Ltd Walmart M&S
Offered
Products
Tesco plc is engaged in
retailing of clothings,
electronics, toys, petrol,
software, books,
telecoms and now also
offering a range of
financial services too.
It is an MNC so having
a wide range of retail
items such as beauty
products, cosmetic
items, food and
beverages etc.
This is well-known for
fresh items such as dairy
and mean products,
bakery, daily household
supplies and some
pharmacy items.
By coming into
collaborations now
engaged in online
services too via Flip-cart
etc.
One of the leading retail
sector giant in UK and
offering clothing, food,
beverages, home utility
products, fast food items,
financial services etc.
Over time, it is expanding
its business in beauty
products.
Market share Tesco plc is holding
around 27.3% retail
sector market share. It is
the biggest retail giant
of the nation and having
its greater present across
the nation.
The net worth of Tesco
plc is around 2938
billion USD as on April
2022 Kannan, (2020)
The net worth of
Walmart is also quite
impressive. The entity is
holding 429.337 billion
USD as on 2022
February Bala & Verma,
(2018)
The market share of M&S is
also quite mammoth. It is
having net worth of around
5.27 billion USD as on
February 2022. It is holding
share of around 3.6 to 4% in
UK grocery market Juswadi,
Sumarna & Mulyati, (2020,
April)
Characteristi
cs and needs
of ideal
customers
Mainly Tesco plc pays
attention to those
customers who are cost
conscious and interested
in carrying out bargains
The main constellation of
customers is from low to
middle class families who
are from rural families.
They are cheap products
It has formed a classification
of three types of customers-
Core, Occasional, top.
Around 54% customers are
above 50 years age Piranda,

while purchasing
products. They are
having need to go with
value variety so these all
factors are being taken
into consideration while
dealing with them.
seekers and to certain
degree are ready to
compromise with quality.
Sinaga & Putri, (2022)
Pricing
strategies
and
differentiatio
n form
competition.
Tesco plc believes in
“Cost leadership pricing
strategy”.
It leads the market with
cheaper costs and
eradicate the
competition.
“Customer Friendly
Prices” is the policy
being practised to wipe
out competition.
Selling products in bulk
and making money.
“Competitive pricing
strategy” is the key driver
which is paving way to
eradicate competition in the
market.
Website
analyse
For marketing the
products Tesco is
paying attention to
“Low Prices Strategy”.
Tesco is using both
direct and indirect
marketing plan. There
are around 136.2 million
site visitors.
More than 100 million
people are making visit to
its website.
It is mainly spending
huge sum on digital
marketing.
Marks & Spencer is using
different channels such as
TV, Mobile ads, social
media platforms etc.
On the other hands is also
striving with traditional
ways.
Average visit duration is 5
seconds, pages per visit is
also 7.37 Narasimhan,
(2020).
TARGET CUSTOMER ANALYSIS
For describing the target market STP model is being used as-

Segmentation- To identify the target market a few segments were traced in order to
articulate target market. M&S is having more than 50% customer above the age of fifty. Besides
age, the gender is another aspect to trace the target market.
Target market- For selling out Herbal cosmetic women would be target market, at the
same time those male who prefer to have skin care would also be taken into consideration.
Women above 18 are the best group to target. Such customers are having their characteristics of
buying such products and if they get assured about something better than would make buy
SULISTYONO, (2018)
Positioning- for positioning the brand in strong manner, the behaviour of customer is
essential to understand. They are ready to pay higher for promising product. The cosmetic
market of UK is around 1.74 billion pounds as per the data of 2019. So customers are having
positive inclination. Here hyper digital promotion would be carried out to position the product in
market.
The preferred method to reach target market would be hyper digital marketing. The
company is having need to fabricate well-structured digital marketing strategy in order to make
the potential customer aware about the product and how it will be enhancing their life value.
Over time the market circumstances are getting changed and methods for reaching to the
customers is taking sharp turn. Earlier the conventional methods such as using tempelete
newspapers, magazines, radio etc. were good alternatives to propagate information of new
product but now everything is going in smart way.
On the basis of the evaluation it can be concluded, digital marketing practise will bring
better final results. With this regard, multiple channels such as social media platform, website,
specific portal, SEO, and micro blogging sites can be used.

The target market is girls or women above 18 years, so they might be using various
applications with this regard a hyper digital promotion can be applied using different social
media platforms such as Facebook, Instagram, WhatsApp etc. the demographical dynamics will
be helping to fabricate the best policy to enhance role in the target market Majid, (2020)
The above digital channels are being used in the target market so often. For instance
there are multiple channels such as Online events, digital media, web sites, search engine etc. are
being used in general.
MARKETING STRATEGY OBJECTIVES
On the basis of the above competitors analysis and then target market analysis these are some
digital marketing strategies are being formed as below using SMART frameworks.
1) E-Campaign- the entity is having need to carry out an E-campaign so can introduce its herbal
cosmetic products to a wide constellation of potential customers.
It is Specific idea since a particular programme is going to be executed. The main
purpose is to transmit information to targetted customers.
The outcomes can be Measured by how many people got involved by the campaign.
It is hugely Achievable since there is strong demand of such products in the market.
The plan is Relevant since the target market is women of 18 years plus so digital
campaign will bring better impact Bala & Verma, D. (2018)
It must be Time-bound for 2 months.
2) HR skill development- It is essential to enhance skills of digital team and HR who are
working there.
It would be a Specific idea, to enhance capability of digital team to surge the final
outcomes.

Their efforts would be Measured by their augmented approach and escalating number of
clients.
This strategy is Achievable since in the market there is huge competition which can be
overruled with better human resources.
The strategy is very much Relevant since the new herbal cosmetic can be promoted to
convince the clients to pay higher amount.
This must be for 1 month, Time-bound will make it cost-efficient.
3) Hiring digital marketing specialists- The entity is striving to launch a new product so there is
need to hire digital marketing specialists.
The plan is Specific, the entity is already having its digital marketing department so their
performance can be hiked with such hire.
The success of such experts would be Measured with the trends of revenues, sales and
foremost thing how many new clients are being joined Robul et al. (2020)
This strategy is Achievable, by using Search Engine Optimization number of visitors can
be surged along with making new potential clients.
In such predicaments this strategy is Relevant too. In every 5 seconds people are making
search about company so this traffic can be increasing.
There would be Time-bound, it will be initially for 6 months. In this duration it can be
checked that the strategy is working or is there any need to make adjustments.
VALUE PROPOSITION
The entity would be offering Herbal Cosmetic items to its customers so the value
proposition is as below-

“The herbal cosmetics for you, with deeper touch of nature, and kicking out the toxic
impacts of chemicals”
The value proposition is describing about how the products will be enhancing life value
of the users.
It is in their benefit to use these products so can wipe out any potential disadvantage of
chemical made cosmetics which are not only wasting their money but also injurious to health.
The target market is the girls above 18 years, so they should buy the products since it
would not harm their skin and augments body care too with touch of environment.
These herbal cosmetic products are unique in nature since it is not toxic or chemical based,
which will be eradicating side effects.
MARKETING TACTICS
These are the marketing tactics which can be used to promote the products in the market.
1) Product- The entity is striving to come up with Herbal Cosmetic products in the
market. This new product would be having need to get promoted using hyper tools.
2) Price- The organization is already using “competitive pricing strategy” so with respect
to the new product, it is supposed to use the same pricing strategy. To penetrate the market may
offer some discount at beginning Pandey, Nayal & Rathore, (2020)
3) Place- In the initial phase will be offering the products in the local market. By using
both online and offline channels. Entity is already having some stores which can be used along
with online stores.
4) Promotion- M&S is supposed to use drastic or advanced digital marketing policy in
order to promote its products through digital marketing tools.
5) People- It has targetted women or girls above 18 years age. There will be digital
marketing experts and other supportive teams too.

6) Process- The digital marketing process is well articulated having all relevant elements.
Multidimensional process can make the plan thrive.
7) Physical Evidence- The entity may open up new website with drastic promotional
ability in order to increase the digital value of its new product.
Digital channels for achieving marketing strategy objectives-
There are number of digital channels which can be used to promote the product and to
achieve marketing strategy objectives. With this regard these marketing channels can be used-
1) SEO- Search Engine Optimization is one of the best alternative to make the digital marketing
plan successful Hanlon, (2021)
2) Email Marketing- After tracing potential clients the entity can extend emails to them on
personal basis.
3) Video Advertisement- The new Herbal Cosmetic items can be presented using video
divertissement so potential customers can decipher it easily.
4) Using different micro-blogging sites- There are a range of micro-blogging tools such as
Instagram, WhatsApp, Facebook etc. which can be used to promote the product.
The above mentioned digital channels are to be used to accomplish the objectives decided by the
entity.
The main objective of the entity is to make the new product word of mouth to the
customers in the market. Herbal Cosmetic items are to be offered in the market so the company
is striving to hike its marketing so can boost up its new product and can augment market value.

The marketing tactics above discussed are articulated considering prevailing market
circumstance so it would be helping to achieve the goals of digital marketing objectives or
strategies fabricated above.
The tactics are helpful to point out the areas with priority and can accentuate on certain
point which is essential to bring more customers and making them buy and believe in the new
product of the organization.
METRICS
To evaluate the marketing strategy BCG matrix can be used. This is the tool which helps
to assess weather the current circumstances of the product in the market. The entity is planning
to introduce a range of Herbal Cosmetic products in order to introduce new varieties to the
market and increasing its overall performance Ratnasingam, et al. (2021)
Here it can be evaluated that the products are having what type of market growth rate and
what is their market share. It enables entity to decide weather there is need to make more
investments, or keeping same expenditures etc.
With the help of matrix marketing strategy related decisions can be made. It allows
managing marketing efforts, specifically in the age of advanced digital marketing era where
number of new avenues of marketing are available.
Key Performance Indicators-
Along with matrix there are rigours need to have some KPIs (Key Performance
Indicators) to aid the management deciding need of making reasonable changes in their strategy
or decision-making.
Sales quantity- The organization would evaluate weather by implementing the advanced
digital marketing strategy is there any unforeseen change in the sales. As the organization may

plan to introduce Herbal Cosmetics so will make comparison between with marketing results and
Without marketing results.
Online Traffic- As now the entity is having around 1 visitors in every 5 seconds so if by
making digital marketing efforts if the visitors traffic gets influenced so here it can be used as a
KPI.
Conversion rate- The visitors who are coming to the page, how many of them are
becoming customers. If with hyper digital marketing efforts this rate is going up then the strategy
is performing on the mark.
Online marketing ROI- Nowadays this new KPI is also being used which describes that
the investments are made for marketing. For Promoting Herbal cosmetic products there will be
need to invest much so the KPI will help to decipher the final results and effectiveness Sharma,
Sharma & Chaudhary, (2020)
So the above mentioned KPIs are formulated to assess the performance of digital marketing
efforts.

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