Digital Marketing Strategies of Three Shoe Brands

This report discusses the digital marketing strategies used by three shoe brands to attract customers and promote their products. It examines the use of social media, digital platforms, and mobile marketing. The brands discussed are Crockett & Jones, John Lobb Bootmaker, and Edward Green Shoes.

Digital Marketing
Portfolio

Contents
TASK 1............................................................................................................................................3
INTRODUCTION.......................................................................................................................3
MAIN BODY...............................................................................................................................3
CONCLUSION............................................................................................................................4
TASK 2............................................................................................................................................4
Introduction..................................................................................................................................4
MAIN BODY...............................................................................................................................4
CONCLUSION............................................................................................................................6
TASK 3............................................................................................................................................6
INTRODUCTION.......................................................................................................................6
MAIN BODY...............................................................................................................................6
CONCLUSIONS..........................................................................................................................7
REFERENCES................................................................................................................................8

TASK 1
INTRODUCTION
Digital marketing refers to promoting and advertising of the product or services at online
platform. Digital marketing is a new field which is taking rise in the working industry. Now
every company or organization is taking the help of Digital Marketing for promotional and
advertising activities. Digital marketing is also used in educating the target group about some
product, services, idea or any social message. This field is in boom as it is quite cheap when
compared with other modes for promotional or advertisement. This report discuss about how this
digital platforms helps the company in attracting the customers towards them and impresses
them to make a purchase. This report has taken the examples of a company’s product from which
I get too impressed and made a purchase .
MAIN BODY
As a customer I was very much impressed with a hair product. That product was a
shampoo, loreal paris’in. I was very much impresses by the advertising and promotional
activities done by the company. They chose all the big actress around the world for doing the
advertising for these products. Their digital promotional activities were so catchy and the tag line
they chose was very much different which can provoke any woman to give it a try to their
products. As impresses by their promotional activities and tag line which say “ you worth it” had
push me to give it a shot (Chaffey and Ellis-Chadwick, 2019). The day the used that shampoo on
my hair, it did wonders. Although the product is best, maybe that’s why I am still stick to it but
what first attracted me were there marketing and promotional activities. Loreal paris company
organizes big events and programs for encouraging the women. There promotional activities are
very much different from all the available companies and they somewhere portrait that these
products are very worth to buy and depicts a class. The brand personality for this company is
very sophisticated and exciting. The company’s personality is so attractive that the customer may
feel proud or worth for using the product. Along with that, the actresses which the company has
for advertisement are all top class and beautiful women who are very famous and has huge fan
followings. For their promotional activities, the company keeps on coming with some activities
at social platform to engage and maintain a relation with their customers. For example, Loreal
Paris came up with a challenge at Instagram where the people who are accepting and performing
their challenge tag the company with the video of their challenge (Chaffey and Smith, 2017).
The company offers a beautiful hamper to the winners of that challenge. This activity was very
much fun and did a lot of help to the company also , for example, company got a chance to
maintain relations with their customers, engage with them, promotions and advertisement of their
product meanwhile, making new customers through these fun activities, brand promotions and
much more. The company got benefited with these activities a lot. Apart from these, the
company campaigns majorly focused on women empowerment. They run such campaigns where
they can promote more women and try to empower them. Along with it, the company has sets its
class through their promotional and advertising activities. Although the company has set the

prices for its product quite high which can be afford by people belonging to the category of
above average income group. The customers who buys their products are consider as a privilege
or the people who have the income of more than an average person. Apart from the promotional
and digital activities, the company’s products are also worthy to buy. It gives all the benefits
which the company has promises to their customers from the products. The price sets for the
products is worthy for the value which the customers get by them. Along with it, the company
comes up with promotional discounts very often which works as a good deal to the customers.
For digital promotions and advertisement, the company gives a free tutorials about many things,
like how to keep a good care of the hair, how to do a party look or a casual look and etc. The
company also gives other videos related to empowering women who are very encouraging and
motivating to the viewers. The brand gives a strong message through its tag line also which does
attracts many customers towards them. Apart from this the company also contributes to many
CSR activities like they have partnership with UNESCO to help the women who wants to pursue
their business in science, project care which takes care of various projects by contributing into
the area like child education, health, safety and etc (Chaffey, Smith and Smith, 2013). Also there
is a program called beautiful beginning by Loreal paris in which it provides skills to the disabled
or uneducated women so that they can stand at their feet. These social campaigns or activities
somehow also educates the general people about the brand. If an individual who is unaware
about the brand would get to know through these social activities or campaigns. The company
does their digital promotional activities very strategically and performs all the activities which
after framing a proper plan or path which they follows very religiously. In fact I too was get
attracted by this product through their promotional activities only. Their promotional ways have
forced me to give the product a shot and to make a definite purchase.
CONCLUSION
From the task presented above, the factors which I as an consumer have experienced
personally which has forced me to purchase it has been discussed. These factors are related to the
promotional and advertising factor of the company which has attracted me.
TASK 2
Introduction
In this task, 3 companies has been taken and compared there strategic positioning of their
products. All these companies are belonging to the beverages industry. The company which has
been taken for references are along with their promotional strategies and plans
MAIN BODY
Pepsi: The company was introduced back in 1893. It is a company which manufactures the
carbonated soft drinks (Charlesworth, 2014). The company comes up with many variant such as
diet pepsi, pepsi twist, pepsi lime, crystal pepsi, real sugar, pepsi vanilla , pepsi next and much
more. The company secured number one positions in beverages or drinks. For promotional

activities, the company uses the social and digital media. The company invests into the top
events like football game, cricket game and much more. The advertisements done by the
company is also very eye catching, they put athletes in their ads who have a very huge fan
followings. The company also makes its advertising activities very catching which impresses the
public the most. There are so huge fans for football around the whole globe and at that game
where the people around the world has come to watch it also watches the pepsi name that the
game, this works as a huge advertising and promotional approach. The fans who loves the
football will also get some influence towards pepsi beverage. It has been said that the company
also performs many researches before making an ad. The ads or any advertising activity which
the company made is very new and in accordance with the trend with inspires the people,
especially the youths. Along with it the company has tries its best to come up with new and
innovate products like vanilla pepsi, pepsi next pepsi lime and etc which provides more taste to
the customers in their drinks. Apart from this the company also came up with healthy and dietary
cokes by viewing the trends which is going for health and safe food and drinks. As the people are
becoming more self conscious with their health and prefers to take only the healthy things, the
company came up with the products like real sugar, diet pepsi, low sugar pepsi and etc. These
products do prove to yield profits for the company.
Nestle: Nestle is a multinational company which deals in a drinks and food processing products.
The company serves globally and is very much famous for its coffee. It also ranked at number 64
in forbes 500 best companies (Järvinen and Karjaluoto, 2015). It was founded in the year 1866
by Henri nestle. Nestle deals with the coffee and dairy products. It has its headquarters in
Switzerland. The company has divided its market segment on the demographic and geographic
basis. As the company provides homogenous product, its main focus is on promotional activities
only. The company focus to perform advertisement through famous or known people who have
huge fan followings. From these the fans of such big and known people get influenced and
makes a purchase. The company tries of make an emotional ad which goes straight to the hearts
to the viewers such plans works best for the company. From these kind of emotional plans the
company makes an connection with the customers which is very much necessary to make.
Although the company did face some issue at some countries due to its promotional activities
like in south Africa where the people got offened by the ads of company on infant. The country
ban all the connections with the company which disturbs the distribution channels of the
company.
Danone: It is a French multinational beverage and food company based in Paris. The company
was founded in Barcelona, Spain. Danone is engaged in the business of coffee, dairy products,
bottled water, dietary supplements. The company did it’s marketing segmentation on the
demographic and geographic basis. The company has wisely positions their products after
performing a deep research about the economy. As the company also provides a homogenous
product, it focus mainly upon the distribution channels and pricing strategies (Järvinen and et.

al.,2012). The company analyses the prices of all its competitors and then maintains a price
which is comparatively low from all its competition. . . . . .
All these companies’ deals with beverages products but all have different strategies and
approaches to get the customers. Though they all took the help of digital platform in which have
made it successful in educating and attracting the customers towards them.
CONCLUSION
From the task presented above, the promotional strategies of three beverage companies
have been discussed. All these 3 companies used different promotional strategies and activities to
attract the customers towards them. Some used the help of campaigns , some made emotional
advertisements which attracts the customers, some focused on their pricing and etc.
TASK 3
INTRODUCTION
This report or task focused on three shoes brands and how its brands has attracted the
customers or target market through social media, digital and mobile marketing. This task also
focuses upon the strategies which these companies has used in the market. . . . . . . . . .
MAIN BODY
Crockett & jones: It is a shoe manufacturing company which is established in the year 1879.
The comoany was founded by Charles Jones and Sir James Crockett. The company sells the
shoes which depicts the culture of Britain very well. Mainly the company focuses on
manufacturing the boots (Leeflang and et. al., 2014). The company is very old, but modernize its
business activities with time. The company has also started using digital platforms to sell its
products which helps the company in making the people more aware about the company and its
shoes. The shoes which the company made is totally hand made which adds more value to the
product. Although the company does not have any mobile application yet. It has only the
physical stores in many part of UK also it has its website at online at which it displays its
products for sale.
John Lobb Bootmaker: It is the company which was founded in the year 1866. The company
mainly manufactures the boots for men and offers the luxury products to its customers. Apart
from shoes, the company also manufactures the wallets, purses, belts and much more. This
company was founded by John lobb. The company has its stores in London. The company also
has its products available in many countries like Australia, India, US and etc. The prices of these
shoes are quite very high. John lobs has its official sites also from which the customers can buy
the products.
Edward Green Shoes: The company said as an home for English luxury shoes. It was
established since 1890. All the shoes are handmade (Smith, 2012). The customers for these

shoes are very huge that this company comes into the category of luxury products. The company
has many stores in London, paris, Isten, japan, New York city and etc. Apart from the physical
stores the company also sells its product at online at its own website. Though the company does
not have any mobile application. But it tries its best to make the best use of digital and social
marketing .
CONCLUSIONS
From the task above, the social, digital and mobile marketing done by these companies
has been mentioned. The strategies which these companies used in attracting the customers and
promotion of their company (Taiminen and Karjaluoto, 2015). Though all these 3 companies
don’t use any mobile marketing, they still considered as a big luxury brand in UK. But these
companies makes the use of digital marketing where they put promotional offers or activities or
their customers, which helps the company in attracting and marinating their customers.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., Smith, P. R. and Smith, P. R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement.Industrial Marketing Management. 50. pp.117-127.
Järvinen, J., and et. al.,2012. Digital and social media marketing usage in B2B industrial
section. Marketing Management Journal. 22(2).
Leeflang, P. S.,and et. al., 2014. Challenges and solutions for marketing in a digital era.European
management journal. 32(1). pp.1-12.
Smith, K. T., 2012. Longitudinal study of digital marketing strategies targeting
Millennials. Journal of Consumer Marketing. 29(2). pp.86-92.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development.
Tiago, M. T. P.M. B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons. 57(6). pp.703-708.