Digital Marketing Communications Plan

This assignment focuses on the digital marketing and communication plan of Birchbox's perfumes. It includes objectives, communication strategies, situational analysis, segmentation, targeting, positioning, marketing mix, and advertising/PR.

DIGITAL MARKETING
COMMUNICATIONS PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Communication............................................................................................................................1
Situational Analysis.....................................................................................................................2
Segmentation, Targeting, Positioning..........................................................................................3
Marketing Mix.............................................................................................................................4
Advertising/PR............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing can be defined as one of the main components of marketing that mainly
focuses on utilizing online or internet based digital technologies such as social media, digital
platforms, mobiles and many more in order to promote products or services (De Pelsmacker, Van
Tilburg and Holthof, 2018). Today due to advancement in technology and increasing usage of
digital technologies, it has become extremely important for organizations to focus on using
digital platforms for digital marketing of their products and services. This assignment will lay
emphasis on digital marketing and communication plan of one of the products of Birchbox which
is a are a beauty and grooming brand operating globally. In this assignment digital marketing
communications plan of Perfumes will be made.
MAIN BODY
Aim
To improve the overall sales of Birchbox and to reach target customer base.
Objectives
Main objectives of digital marketing and communication plan of Birchbox are as follows:
 To enhance sales of Birchbox perfumes by 40% till the end of 2021.
 To increase customer base by 30% till the end of the year.
 To introduce 3 different types of perfumes within 6 months.
Communication
Communication is one of the most important and essential part of digital marketing plan.
There are various kinds od communication theories that are used by organizations in order to
reach to their target customers (Juwaheer, Rosun and Sungkur, 2018). One of the most
commonly used communication models which is used by Birchbox is A.I.D.A Model that mainly
stands for attention, interest, desire and action.
Attention: Birchbox provides various kinds of beauty tutorials, perfume advertisements to their
customers on their websites, social media etc. what helps them in grabbing their customers
attention. They use email, social networking sites as well to grab attention of their interested
customers.
Interest: With the help of beauty tutorials when they grab attention of their customers, they
provide free samples for using to their customers to all of their interested customers. They also
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provide various kinds of offers to the customers who uses digital platforms in order to interact
with the organization.
Desire: Once the customers are interested, they want to know more about the product as
selecting and choosing a perfume customer need to know type of perfume, its reviewed. For this
they focus on advertisements though emails, social networking sites and another digital platform.
Action: When customers are ready to buy the product then they allow their customers to redeem
the coupons or points while purchasing the products so that customers can remain loyal to the
organization.
Situational Analysis
Situational analysis is a kind of method which is used by organizations for analysis of all
kinds of internal and external factors of business. It helps an organization to evaluate their
projected growth, define potential customers and many more. Here, situational analysis of
Birchbox will be done with the help of SWOT analysis
SWOT
Strengths:
 Easy navigation on website (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
 Provide beauty tutorials for the customers on their website
 Offers incentive points to the customers while shopping that can be redeemed by the
customers.
 Provide review samples to the customers so that they can check and try them before doing
any kind of purchasing.
Weaknesses:
 One of the main weakness of Birchbox is their availability i.e. they have a smaller number of
Brick and mortar stores in UK, US, Spain and France.
 They have least focus on green beauty products and because of which they their customer
base is quite small. Today most of the customers wants to invest in the companies that
manufacturers green products.
 They have limited brand partnership because of which their customer base is quite small.
 They provide small product samples because of which it becomes difficult for customers to
try perfumes for free of cost before purchasing it.
Opportunities:
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 They should focus on making free small perfume bottles that can be tried by the customers so
that they can first try it and then purchase. This will not only help them to enhance their
customer base but will also help them to enhance their customer satisfaction as well.
 They should focus on enhancing their presence on more number of digital channels and
should increase their budget for digital marketing or for digital advertising.
 In order to attract more number of customers they should send free product samples of other
beauty products while shopping online so that customers gets attracted towards those
products and buy.
Threats:
 Growing competition is becoming a threat for Birchbox as a greater number of competitors
with similar ideas are entering into the market because of which sustaining within the market
without bringing any kind of change or innovation within their business is extremely difficult
(Dhakar, Tripathi and Rathore, 2017).
 Brands that uses celebrity endorsements as one of the main digitals marketing strategy is
becoming one of the biggest threats for them as they successfully attract more number of
customers.
Segmentation, Targeting, Positioning
STP is a strategic approach in marketing helps in explaining link between overall market
and way in which organization choose to compete within the market. It is one of the most
common marketing models which is used by organizations. DTP stands for Segmentation,
Targeting, Positioning. Here, Segmentation, Targeting, positioning of products of Birchbox will
be explained in a better manner.
Segmentation:
Product segmentation: Birchbox segments their products on the basis of product categories on
the basis of its usage like har products, face products, perfumes, nail products and many more
(Qayyum, Ahmed and Ashfaq, 2018).
Customer segmentation: Birchbox segments their customers on the basis of demographic and
psychographic. Demographic customers are segmented on the basis of their age, gender etc. and
on the basis of psychographic segmentations customers are segmented on the basis of consumers
interest, opinion etc.
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Targeting: Different segment customers are targeted in different manner but mainly they target
middle aged men and women with high disposable income i.e. customers who have high
disposable income and readily invest within perfumes, are trend setters or are socially
influenced.
Positioning: high disposable income beauty shopper has positioned themselves as a unique
beauty product brand present in market of UK and US. They focus less on competitiveness
present in this market segment they only focus on selling high end quality beauty products to
their customers. They provide different types, quality and priced perfumes to their customers.
Marketing Mix
Marketing mix can be defined as set of actions or tactics that are used by a company to
promote their brand or products within their chosen market (Maheshwari, Sinnott and Morris,
2017). It can also be defined as set of marketing tools that are mainly used by firms to peruse
their marketing objectives in the target market. Marketing mix of Birchbox will cover 4 P’s:
Product: Birchbox has wide portfolio of products including perfumes under which customers can
choose type of perfume they want to buy. They can focus on providing all the details about the
chosen perfume including type, flavour, quantity, reviews, quality and many more online on all
digital platform for the customers to choose.
Price: Birchbox can also provide an option where customers can choose price category so that
customers can choose products within their price range.
Place: these perfume products should be available for customers on all the digital platforms that
are most used by them such as social networking sites, Birchbox mobile application, websites,
advertisements that would directly, direct them to its website for more detailed information and
buying the product.
Promotion: In order to reach their targeted customers Birchbox needs to increase their presence
on digital platforms i.e. they should use emails, online advertisements, social networking
advertisements, create campaigns on social networking sites for promotion of its products.
Advertising/PR
PR is a kind of marketing strategy which is used by organizations in order to increase their
online presence. Advertisements and PR helps in maintaining an organizations relationship with
their customers and also helps them in reaching their target customers easily. Advertisement and
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PR will help Birchbox to reach new target customers and retain their existing customers in a
better manner.
 Birchbox can focus on creating campaign on social networking sites where their customers
would be able to interact with the company and get to know about their products in a better
manner (Chopra and Batra, 2017).
 They can create their accounts of all kinds of social media platforms so that their customers
can get to know about their brand, their progress, products, new products introduced by them
in a much easier manner.
 They can focus on publishing their success stories, product success, excellent reviews about
their products online by tying up with advertising agencies so that they can publish articles
about their brand and their products.
CONCLUSION
From the above assignment it has been summarized that digital marketing and
communication plays a vital within an organization’s success and also help them to reach large
number of customers. An organization need to develop an effective digital marketing and
communication plan in order to expand their business, extent their customer base and retain their
existing customer base.
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REFERENCES
Books and Journals
Chopra, A.N. and Batra, S., 2017. Digital Marketing Initiatives Owing To Technological
Improvements. ITIHAS The Journal of Indian Management. 7(4). pp.15-25.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Dhakar, G., Tripathi, S. and Rathore, N.S., 2017. Redefining Marketing Mix for Digital
Marketing. Pacific University Journal of Social Sciences. 26.
Juwaheer, T.D., Rosun, S. and Sungkur, R.K., 2018. Digital Marketing.
Maheshwari, V., Sinnott, K. and Morris, B., 2017. Digital marketing and the young consumer. In
Young Consumer Behaviour (pp. 188-207). Routledge.
Qayyum, A., Ahmed, R. and Ashfaq, R.M., 2018. Instilling Brand Awareness of Security System
in Pakistan: A Marketing Plan for SOS (Doctoral dissertation, Bahria University
Islamabad Campus).
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet 9(4). p.76.
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