Digital Marketing Campaign Assignment Table Of Content 1

Digital Marketing Campaign Assignment

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Table of Content
1. Introduction .....................................................................................................Page 3
2. Purpose of the report ..................................................................................... Page 3
3. Situation Analysis
3.1 Macro Environment ..................................................................................Page 4
3.2 Micro Environment ...................................................................................Page 6
4. Digital SWOT Analysis .....................................................................................Page 6
5. Company Mission Statement.......................................................................... Page 8
6. Company Objective.........................................................................................Page 8
7. Strategies Analysis .......................................................................................... Page 9
8. Marketing Strategy .......................................................................................Page 11
9. Marketing Mix Communication & Key Creative Message ............................ Page 12
9.1 Below-the-Line Promotion .....................................................................Page 13
9.2 Above-the-Line Promotion ..................................................................... Page 16
10. Marketing Timeline....................................................................................... Page 22
11. Evaluation of Marketing Plan........................................................................ Page 23
12. Conclusion .................................................................................................... Page 24
13. Reference...................................................................................................... Page 25

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1) Introduction
Long before the term “influencer” was coined, young people played that social role
by creating and interpreting trends. Now a new generation of influencers had come
on the scene. Members of Gen Z—loosely, people born from 1995 to 2010— were
true digital natives: from earliest youth, they have been exposed to the internet, to
social networks, and to mobile systems (Tracy and Fernanda, 2018)
Generation Z had became a dominant population in the world of social media which
in turn had shaped the world of marketing up-side–down. Cait and Andrew (2015)
also suggested that Marketing had been revolutionized due to the rise of digital media
and new forms of electronic communication. In response, academic researchers have
attempted to explain consumer and firm-related phenomena related to digital, social
media and mobile marketing.
Chaffey (2012) also highlighted that in order to be succeed in future, organizations
would need marketers, strategists and agencies with up-to-date knowledge of how to
apply digital media such as the webs, e-mail, mobile and Internet TV so as to effectively
market an organization’s products and services using digital media.
2) Purpose of Report
The purpose of this report was to formulate a digital marketing plan for a newly
established company named Eco-Care, which was established since 2019 and it
advocated in using sustainable ocean and green practice to create natural and organic
skin care products, and to drive the brand awareness in order to create sales.
In the below report, situation analysis on both Micro and Marco Environment would
be conducted to outline the demographic environment of Hong Kong. PESTLE would
then be followed to evaluate the Macro environment of the economy while Porter 5
forces model would be leveraged to reveal the Micro environment of the skin care
product industry.
Competitor Analysis would then be examined with the aid of RACE model and SMART
Objectives to critically identify the Eco-Care’s customer segmentation, targeting and
positioning (STP). Thereafter, a digital SWOT analysis would be walked through to
provide a holistic review of Eco-Care’s strength and opportunity for the formulation of
a coherence digital marketing campaign.
Last, the illustration of the digital marketing campaign would be outlined and the
evaluation of the marketing campaign would also be supplemented to provide an
evaluation review.

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3.1) Situation Analysis – Macro Environment
Bensoussan and Fleisher (2013) recommended that Marco Environment analysis
could be started with defining the environmental boundaries in terms of: breadth
(topical coverage), depth (level of detail), and forecasting horizon (short, medium, or
long timeframe) based on the organization's current strategic plan, geographic reach,
and product or service scope. The PESTLE factors analysis of Hong Kong would be
outlined as below:
Figure 1: Summary of PESTLE Analysis
Political Factors
• Hong Kong Customs and Excise Department enforced the Trade Description
Ordinance to protect consumer from false trade descriptions, misleading and
misstatement of goods provided in the course of trade
• Stable Government operation with free market economy policy with little or no
government control
• No specific restrictions on skin care products which hindered the entry of Hong
Kong market.
Economic Factors
• Well developed economy with stable GDP contribution from different business
segment
• Relative low tax regime comparing with other Asia countries which was
favorable for business operation
• Linked Exchange Rate system between HKD and USD provided stability from
foreign currency market volatilization

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Social Factors
• People were prone to accept new products with well established online
purchase behavior
• Digital marketing channel were mature while people were comfortable with
cross referencing information with integrating virtual and offline experience.
• High health consciousness on products they purchased
Technological Factors
• Private property rights were well protected in Hong Kong
• Mature technological environment with almost everyone have a mobile phone
that would connect to internet
• Social Media culture was popular and people were also active in online
purchase
Legal Factors
• Well established legal system to protect the private property right as well as
copyright
Environment Factors
• Consumers were showing high regard for ‘going green’ and higher preference
toward environmental friendly products as well as products with natural
ingredients

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3.2) Situation Analysis – Micro Environment
Chaffery (2012) suggested that Micro Environment, is known as “the operating
environment”, and focuses on the actors which shape the immediate trading
environment. In order to illustrate the micro environment of the skin product market
in Hong Kong, 5 Porter’s Forces Model would be used which were five competitive
factors that shape all industry and help determine industry’s strength and weakness
(Wheelen and Hunger, 2008).
Figure 2: 5 Porte’s Forces Model for Eco-Care
Overall speaking, both the bargaining powers of suppliers and buyers were high due
to Eco-Care solely rely on a single supplier to provide the skin care products while the
buyers were facing variety of products in the market with low switching cost.
Though the entry barriers were relative high due to the nature product ingredient and
unique positioning in the market, the threat of substitutes as well as competition from
rivalries were high as attributed to the mature market environment with available of
substitutes from local and other organic skin care brands.
4) Digital SWOT Analysis
Pickton and Wright (1998) suggested that the use of SWOT not just a static analytical
tool but also can facilitate management development. After the situation analysis on
both macro and micro environment of the skin care product market as well as Eco-
Care’s current position, a digital SWOT analysis would be followed to identify the key
threats and how to turn into opportunity as below: