Digital Marketing Portfolio: APIVITA

This project presents a digital marketing portfolio for APIVITA, a leading cosmetics company. It analyzes the company's market position, conducts PESTEL and SOSTAC analyses, and develops detailed strategies for promoting APIVITA's products and services on Facebook, Twitter, Instagram, Blog, and Pinterest. The portfolio also emphasizes consumer engagement, call-to-action strategies, and incorporates Kietzman's 7 building blocks for social media and Porter's Five Forces for competitive analysis.

Digital Marketing Portfolio:
APIVITA

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Brief overview of the company..............................................................................................1
Analysis of market position of APIVITA .............................................................................2
PESTEL Analysis of APIVITA..............................................................................................4
SOSTAC Analysis..................................................................................................................5
Marketing Portfolio ...............................................................................................................6
ARTEFACTS...................................................................................................................................8
1. Facebook.............................................................................................................................8
Proposing a strategy...............................................................................................................9
Using SEO ...........................................................................................................................11
Key Performance indicators (KPI's).....................................................................................13
Developing a CTA................................................................................................................14
Content plan..........................................................................................................................14
2. Twitter..............................................................................................................................16
Propose a strategy ................................................................................................................16
Pay per click (PPC)..............................................................................................................20
Developing a CTA................................................................................................................21
Content plan..........................................................................................................................21
3. Instagram .........................................................................................................................22
Proposed strategy..................................................................................................................23
Situational analysis...............................................................................................................24
Content plan .........................................................................................................................25
4. Blog .................................................................................................................................27
Proposing strategy................................................................................................................28
Kietzman 7 blocks................................................................................................................28
Content plan..........................................................................................................................29
Developing a CTA................................................................................................................30
5. Pinterest............................................................................................................................31
Proposing a strategy ............................................................................................................31
Consumer engagement.........................................................................................................33
Content plan..........................................................................................................................34
Developing CTA..................................................................................................................36
REFERENCES..............................................................................................................................37

INTRODUCTION
Digital marketing strategy is considered as a combination of various processes that can
help an organisation to achieve their goals and objectives (Ashley and Tuten, 2015). There are
various ways of digital marketing strategies that can be involved by APIVITA in order to
maximize the overall popularity and productivity of a cosmetic company. Out of all the ways,
social media marketing is considered as one of the efficient ways that can be used because more
than half of the population is using social media. Therefore, this can be classified as an
appropriate way of expansion of its products and services in different parts of the world. There
are various artefacts that can be considered within this and are beneficial. These involve
Facebook, Twitter, Webmail, Instagram and Blog.
Brief overview of the company
APIVITA is one of the leading manufacturers of cosmetic products that are made from a
wide range of natural ingredients. The firm has been started by two pharmacists with a thought
that there are enormous products and factors in nature that can be used for manufacturing
something beneficial. The vision of APIVITA is to create value for environment as well as for
economy. APIVITA has an enormous number of trusted customers who are satisfied with their
range of cosmetics because they think that the overall range of products is affordable and also
has a great impact on skin as well. Therefore, this trust of customers has successfully helped
APIVITA to move on an efficient basis. The firm has expanded its operations in over 15
countries from all over the world. It involves a wide range for men as well as women. and also, it
acquires a specialised set of products for babies as well.
Although, natural ingredients are being used in their product range but at the same time,
they also ensure to maintain sustainable development. It is considered as an effective measure
because the firm does not only think about their current profitability but also, for the nature that
resources should be maintained in a way so that future generations can also be able to make use
of it. In various products, herbal ingredients are also used. Although honey is one of the major
ingredients for their whole product range but, they make use of various other ingredients as well
that are herbal and safe to the skin. The number of employees in every branch of APIVITA is
about 300 – 500 members.
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Analysis of market position of APIVITA
Market position means the overall rate of perception of customers towards processes and
operations of an organisation. The overall demand of manufacturing and selling cosmetics range
has been increased rapidly from a few years. So, every cosmetic industry is trying to involve
different ways and products so that they can be able to satisfy the customers to a high extent.
APIVITA is one of the leading brands with enormous number of products and a trusted customer
range but there are various competitors of the firm that are continuously trying to involve factors
so that they can achieve a higher market position than APIVITA. There are some market
positioning strategies as well that can help in analysing the actual market position of APIVITA.
As per the statistics, it can be analysed that the traffic on website of APIVITA fluctuates.
As in January 2018, it has been represented that the overall number of visitors who visited on
their website were about 100 k whereas, in April 2018, it fluctuated again and went high up to
250 k. After that, in July 2018 as well, it went up to 150 k. So, for maintaining a higher rate of
traffic for a larger amount of time, APIVITA can ensure to interact with different customers and
resolve their issues. Also, involvements of ways like offers, discounts, etc. can also maintain
attention of customers towards website.
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When users search for APIVITA on the internet, there are two types of results that come
like organic and the paid ones. Organic search refers to results have been occurred on the basis
of latest searches whereas, paid searches means when APIVITA itself pay to the website for
advertisements. So, on the basis of results achieved, it can be considered that 94.93% searches
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have been organic and 5.07% was paid. Therefore, from this fact, it can be classified that
APIVITA only pays about 5% to advertise their products and other 95% responses come from
customer's direct interest. This means that APIVITA holds a good marketing position. A fact that
APIVITA should ensure here is the competitors continuously try to involve some methods,
techniques and ways so that they can achieve a higher position and larger competitive advantage.
So APIVITA also has a variety of rivals such as Korres. Therefore, for preventing themselves
from any sort of external activity, they can ensure to change their strategies and techniques on a
regular basis so that their position and competitive advantages in the market can stay maintained.
PESTEL Analysis of APIVITA
For analysing the external range of factors of APIVITA, PESTLE analysis can help.
Different factors have been discussed as below:
Political
APIVITA is actually a Greece company instead of a fact that it has expanded in about 20
firms across the world. If the political situation of Greece has to be considered, then some facts
are clear enough that in every month, there occurs some sort of strike. One of the basic factors
that has been held responsible for it is that employees of various organisations are not happy with
their work because they are not being provided even with the salaries on time. So, they are
fighting for their rights. Also, taxation has majorly affected the overall situation of country. So,
APIVITA can ensure to adjust the manufacturing cost of their products in a way that even after
adding tax, it can seem to be affordable for customers.
Economical
The economic crisis has affected living of people to a high extent. There are various
people who do are not involved in any buying of cosmetics because of financial crisis. So,
APIVITA can also ensure to produce a range of small products with an affordable range so that
they can also be able to use it.
Social
Rate of economic crisis has already affected conditions of various people. The rate of
corruption has also been observed to a high extent. Therefore, APIVITA can ensure to deal with
processing and manufacturing of products honestly and not being a part of corruption. This can
help them to gain more customers.
Technological
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There is a requirement in technologies in APIVITA so that they can properly process
natural ingredients in a form that they can be easily used by people are quite costly. Although,
APIVITA has involved a range of these machines and thus, they can satisfy the needs of
customers.
Environmental
European Union has implemented stricter standards towards environment so that if any
organisation will be making use of any environmental product or ingredient, they should ensure
to maintain the sustainability. An efficient fact that can be considered here is that APIVITA
already follows this factor. Therefore, this factor cannot throw any negative impact on the
customer satisfaction rate. The policies of maintaining sustainability by APIVITA is known to
their customers as well as government. So, they can try to maintain this.
Legal
When government has changed, new legislations occur with it as well. Therefore, this can
be considered to be quite tough procedure to be implemented while managing other activities of
the store. So, APIVITA can ensure managing all processes and resources efficiently so that
during any new legislation, they can be easily able to implement the same.
SOSTAC Analysis
SOSTAC is considered as a proper framework or model that can help APIVITA in an
appropriate planning of marketing processes. Different factors associated with it are described as
below:
Situation
The current situation of APIVITA is that they hold an efficient place in market because
more than half of their customers are satisfied with their product range. But to maintain it, the
firm can ensure to involve some more attractive ways such as offers, discounts, etc.
Objectives
The basic objective of APIVITA is to make involvement of natural ingredients to use in
their cosmetic products so that it can stay safe on their skin. Although, they are one of the
leading firms dealing with natural range but they want to be on top. For this, their forte is to
maintain sustainability so that future generations can also make use of it.
Strategy
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The strategy of APIVITA is that they want to make use of environmental factors so that
there can be no side effect of products on their skin. This is their strategy to attract customers.
Tactics
Paper packaging has been reduced by the firm and also, they have implemented a proper
treatment plan for the waste that is gathered from manufacturing of various products.
Action
Their plan is to satisfy a wide variety of customers by satisfying their needs. Whether it is
about the skin or hair, they want to provide them the best.
Control
APIVITA has been successful enough in providing the customers efficiency in cosmetics
range. Also, they make involvement of natural ingredients. In addition, the firm has enormous
satisfied customers as well. So, it can be considered that company is going well in the market
place.
Marketing Portfolio
Facebook
Facebook is one of the leading platforms that involves the information and interest of
enormous number of people. So, promoting the new and modified cosmetic range by means of
pages in Facebook can be considered as an effective strategy. It is because more than half of the
population has access over it. Some use it for passing time, fun and a few for gaining an
increased rate of understanding and information. So, if APIVITA considers this as a way of
promoting their products and services. By means of Facebook, it can surely help them to achieve
and attract a wide range of customers. Also, APIVITA can develop a call to action (CTA)
because there is a major possibility that company can receive immediate responses from
customers.
Twitter
Twitter is another artefact that is extremely popular and covers millions of users. Also,
this can be used as a tool for promoting various products and services of an organisation.
Although there are various social networking websites but Twitter is considered as one of the
largest and popular websites which involves the profile of enormous people (Kaur, 2016).
People tweet on twitter and along with the basic tweets, there are some who promoted tweets as
well. Twitter is considered as one of the largest platforms for promoting some specific range of
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products or services. So, APIVITA can also make use of Twitter for a better promotion.
Therefore, the organisation that promotes through means of Twitter has to pay for the
advertisement. But the fact that is to be ensured here is if company pays to get the advertisement
on Twitter, in return, it will also be receiving the attention and interest of people. As company
deals with a range of cosmetic products, there might be a possibility that it will be able to gain
the interest of a wide range of customers. They can also gain the interest of people by means of
an impressive call to action. Therefore, this artefact is also considered as an essential measure for
APIVITA to be used for achieving the interest of customers and an increased productivity.
Instagram
Instagram is also considered as a well-known and popular artefact that can be involved by
APIVITA. There are some advertising policies of every social media networking website. After
complying the fact that particular advertisement follows all regulations of advertising policies, it
can be posted (Felix, Rauschnabel and Hinsch, 2017). So, similarly if APIVITA ensures to
promote their cosmetic range through Instagram, most probably, it will get posted within 24
hours. Also, if the particular advertisement contains some matter that is irrelevant and should not
be shown, in that case, Instagram can reject the advertisement as well. As APIVITA is a
cosmetics company and will promote their products to expand in other countries and for gaining
customers, Instagram can be considered as one of the effective measures to achieve the interest
of customers.
Blog
Blog is considered as another way that can be ensured by APIVITA. The fact that can be
ensured here is that blog is something different from other ways of social media. Like in case of
Twitter, Facebook, etc., APIVITA can post online so that it can reach mass audience. But in case
of blog, APIVITA can include all the essential details and products that are being involved and
can help them to expand throughout. So, if by the means of blog, they want to promote their
products and services, in that case, they can paste the link of their blog to various popular
websites (Tuten and Solomon, 2017). It is considered as one of the effective ways. This can also
be termed as search engine optimisation in which the link of specific blog is being pasted in
various popular websites. So, when people access to that website, they can refer to the link as
well. This however increases the rating of blog. Therefore, APIVITA can ensure pasting the link
of their blog to various popular websites. It will help them to get an increased rate of popularity.
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Web mail
Although web mail is considered as not so popular option like Facebook, Instagram, etc.
but the security measures in Web mail are considered to be higher enough. Through means of
web mail, APIVITA can ensure to communicate to its customers, telling them about the
modifications and involvements in services and products. APIVITA can send an e-mail to all
their customers so that they can get to know about the new features and products involved. Also,
this is considered as a quiet time consuming process, but it helps in maintaining the security
concerns of organisation. Unlike Facebook, Instagram, etc., Web mail is considered as a
commercial and professional way of interacting with customers. This looks quite professional as
well. Interacting and promoting products through means of web mail can also be classified as a
strategy. By this way, the customers can also ensure this as a professional way and can take
interest in dealing with them. Therefore, these ways are classified as some artefacts that
APIVITA can involve for an efficient marketing and dealing of various processes so that they
can be able to make efficient expansions and achieve a better productivity.
ARTEFACTS
1. Facebook
APIVITA can ensure to involve the strategy of promoting their cosmetics range by means
of Facebook. There are various ways that can be involved by APIVITA. One of the effective
ways that can be considered is the fact that APIVITA can generate a page on Facebook so that
they can promote all their cosmetic range on that page. Then they can set the target and post
something about the products and services (Rowley and Keegan, 2017). It is important because
by this means, APIVITA can be able to continue the interaction with customers. Maintaining
effective relationship with customers is very important because when customers will be happy
enough, then there will be higher probability that their focus can stay maintained towards
operations and processes of APIVITA.
Then, for involving some sort of creativity in product range, APIVITA can ensure to
represent their product range with some of its applications and videos as well. This is one of the
interesting ways that can be used for attracting the customers. Also, it is obvious that many
customers will message APIVITA; some for enquiry or some for complaining. Therefore,
APIVITA can ensure to interact with customers on a regular basis so that efficiency can stay
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maintained within that. So, if APIVITA will be active enough to communicate with the
customers, they can also share their issues and ideas. APIVITA can take feedback from
customers that whether they are satisfied with the product or not.
Proposing a strategy
It is considered as an effective strategy because by these ways, APIVITA can ensure that
if there are some factors which are not that much suitable and relevant, then they can make
modifications in as soon as possible. APIVITA can also communicate with customers and tell
them to post the images of products they have purchased. This is considered as a smart idea
because when other people will visit their page, posts like these can help in attracting them.
Another important factor of this strategy can be done with the help of search engine optimisation
(SEO). This is considered as an important and beneficial tool that can help in increasing the
overall ratings of particular page.
For this, APIVITA can paste the link of their page to other websites that are popular.
When people will open these websites, there will be a higher chance that they can refer to the
pasted link also and get to know about the cosmetics range of APIVITA. Therefore, they can
involve search engine optimisation as it is considered as one of the effective strategies that can
help them to make their business bigger and more popular. Therefore, this strategy and factors
can be considered by APIVITA in order to make effective changes and also, for increasing their
popularity rate. It will however help APIVITA to achieve a higher productivity rate as well.
APIVITA can develop a page on Facebook where the complete information related to
products is available. Developing a page will help people to get information and remain updated
with cosmetic items. It is an easy way to attract people (El Sawy and et.al., 2016). When people
will get to know about APIVITA page, they will enquire about it. Also, the complete information
can be collected from there. Besides this, APIVITA can track the data of people who have liked
that page. Then, those people can be targeted and emails can be sent to them. Facebook is a
platform through which a large number of people can be attracted from a single place. A lot of
people spend free time on Facebook. So, this provides an opportunity to APIVITA to promote
their business. Main benefit APIVITA will get from this is that it can be updated on both
platforms at the same time.
Also, people who are unaware of APIVITA can get connected. It will rise the graph of
APIVITA in connecting people. The rise in graph Facebook will also show rise in Instagram.
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Social media marketing has become a popular concept. Furthermore, APIVITA can update its
page regularly. In this new product details can be added. With this, people can know about the
variety of cosmetic products. APIVITA can also keep a track of people who comment and share
the page. This will help APIVITA to have an eye on its marketing strategy. Along with this,
strategy that can be followed by APIVITA is collecting data of people through Facebook and
sending them emails (Champagne, Hung and Leclerc, 2016). By sending mail to the people, it
will be easy to get their response. Moreover, it will reduce the expenses of APIVITA.
APIVITA can also promote page on other websites. With this the chances of interacting
with customers will increase. This will create market awareness among people. When people
will like APIVITA page they will automatically promote it. Furthermore, sharing of page helps
in increasing range of marketing. It will lead to rise in subscriptions. Due to this APIVITA costs
in marketing will decrease. Also, company can develop effective marketing strategies. Besides
this, they can maintain monthly records on how many people have liked their page. It will be a
great effort made by them. For this APIVITA can set standards and measure the results. It will
help in taking effective actions in real time. Also, it will be useful in developing future strategies.
Using Facebook for this will help APIVITA to analyse market trends. APIVITA will know
which type of customer are mostly attracted towards it.
One of the way that Facebook can use for promoting their range of products by means of
paying Facebook. In that case, Facebook tends to advertise the specific company and products on
enormous number of accounts using Facebook. Even though one is not subscribed to the website,
then also, the advertisement tends to appear on the screen. The fact that is to be ensured here is
that along with the payment method, APIVITA can also tend to promote their cosmetics range
through Facebook and that too without paying them. APIVITA can also ensure to develop and
implement this strategy as by this way, they can be able to achieve the attention of various
people. Setting goals is the first step. Therefore, APIVITA should ensure to make the goals clear
that what is their actual target range and by what factors, they can promote them. Staying clear to
the audience can help the firm during this phase. As APIVITA deals with a wide variety of
cosmetics, so it is obvious that the target audience can be women, young and teen girls more than
that of men. This can be termed as an efficient factor of the strategy because finding a perfect
target audience can actually help APIVITA in achieving all targets and goals.
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APIVITA can optimise the targeting for all posts they publish. It is because; if they
optimise target to some specific filters that are popular enough, then there are higher possibilities
that it will reach to a wide range of people who are also using the same specified filters.
Therefore, this can be considered as an effective way in which APIVITA may not have to spend
any amount for promoting their business and its various objectives. Also, when APIVITA will
create a page on Facebook, they will be able to see the number of fans online. So, this is another
essential factor that can help APIVITA. It is because; by these means, they can check the number
of online fans on a regular basis.
So, when they will find the maximum number of people online, they can make a post at
that time. This will help their post to reach till a maximised audience. Also, they can involve
another strategy of posting on weekends only. It is because; this is obvious that during the whole
week, although many people use Facebook, but during weekends, they have a sufficient amount
of time. So, they can focus on posts of APIVITA as well. Therefore, APIVITA can also ensure to
post during the weekends only so that their promotion of cosmetic products and services can
reach till a maximum number of the audience. This can help them in achieving an increased rate
of productivity as well as popularity.
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APIVITA has come live on their Facebook page for demonstrating their products and
whole range.
Using SEO
This is the method in which all pages are ranked according to web page traffic. It helps in
giving an insight on which is the most popular page on website. This can be done by comparing
the results. Also, it includes the amount of traffic by giving results. By using this strategy
APIVITA can also monitor traffic on Facebook (Allen, Macy and Hutchison, 2015). It will be
easy to determine how many people have been diverted towards page of APIVITA. It will also
give an idea on how traffic can be increased. SEO contains several things such as content,
videos, images, etc. on this basis traffic is evaluated. Higher the traffic high will be
advertisement of products.
APIVITA can make use of search engine optimisation by pasting the link of their
Facebook page on various websites that are popular. It can also be considered as an essential part
of strategy because when people will visit those websites, there are higher possibilities that their
link can also get clicked. It will however increase the popularity of website of APIVITA. A very
important fact which is to be ensured here is that while pasting this link, it is essential to make
sure if the link pasted is not broken because as if it will be destroyed and people will try to open
it, in that case, it will lead to decrease the ranking of their website on Google. Therefore,
APIVITA can make use of SEO appropriately for achieving efficiency in the productivity rate.
Publishing on other website
APIVITA can also tag the page of products in other website. It means that on Facebook,
they can merge with other company. This will allow APIVITA to tag the page in their website so
that awareness can be increased. It will lead to rise in traffic on APIVITA’s page on Facebook.
Apart from this, promotion done will be effective. In this, APIVITA can also use pay per click
advertising. It will benefit in getting higher interaction with customers. With this, APIVITA can
provide a range of product’s information to customers. Also, they can get their feedback that
whether they purchased it or not.
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Key Performance indicators (KPI's)
Key performance indicators are considered as the factors that can help APIVITA to a
high extent. It is because; by these means, the firm on their Facebook page can assign some key
performance indicators by which they can be able to attract a maximized range of attention from
customers. Whether it is about framing of factors or posting of matter, if APIVITA ensures some
particular and specific key performance indicators, then the possibility of their post reaching to a
higher extent increases. There are some KPI's which can be considered by APIVITA while
promoting their cosmetic products by the means of Facebook. These indicators are discussed as
below:
Impressions
These are termed as the total number of times post has been visited by a similar user. It
means when a post is seen by a user and if someone shares that post and the user again sees it,
this means two impressions from a single user. So, APIVITA can ensure more sharing of their
posts. For this, either they can ask for their loyal and satisfied customers or also can make it done
by payment basis.
Clicks on link
It means that how many times, the link of website of APIVITA has been clicked by the
people. There is a smaller difference in between the rate of clicks on posts and of links. An
increased rate of clicks on links increases overall ratings of the website of APIVITA. Therefore,
the company can keep their focus on involving ways so that more people can open link, thus
maximizing the ratings of firm as well.
Feedbacks
Many a times, customers of APIVITA must be posting some reviews on the Facebook
page of the firm. So, it is very important to consider each and every comment because as there
will be some good reviews but there might be some negative feedbacks as well. Maintaining
interactions with customers is important to maintain their interest in company. So, there might be
a possibility that if some factors of products or cosmetics range are not liked by customers, they
may post a review. So, instead of ignoring it, APIVITA can ensure to focus on it and make
necessary changes so that they can satisfy their customers. Also, by such means, their customers
will be able to think that they hold some importance for company.
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Developing a CTA
APIVITA can ensure developing a call to action in advertisements so that by these
means, they can be able to attract a wide range of customers. It may involve words or any phrase
that seems interesting enough (Tiago and Veríssimo, 2014). A very common example here can
be taken as of Netflix. The CTA for it is Join free for a month. Therefore, by considering this
example, it can be considered that the tag line or phrase has been developed in order to attract the
customers. When people will download the same, regular watching will increase their interest in
the same and thus, they can buy it for the next month as well. Similarly, APIVITA can also get a
call to action on their home page. It can be “Sign up for free” or anything that seems attractive
enough. For boosting conversion rates, searching for various means can be time consuming.
Therefore, developing and implementing an appropriate call to action can help in a way so that
they can be able to satisfy the customers.
In this APIVITA can develop a call to action plan. They can provide free samples of
products to those people who have contributed in digital marketing. Also, APIVITA can provide
a link to people who have reacted to page. So that by opening link person is directly involved in
buying cosmetic goods. With this it will be easy to track them.
Content plan
Strengths
 Promotion of products and services by
means of Facebook can help APIVITA
to reach at a wide range of customers.
 More than half of the population is
using social media websites and so,
promoting through Facebook is
considered as an efficient option to gain
popularity (Ryan, 2016).
Weaknesses
 A weak factor of promotion by these
means is that there are a variety of
pages made of different stores and
outlets (Robert, 2018). So, because of
this, customers may feel less interested
in opening the links of APIVITA.
Opportunities
 There is high level of competition in
the cosmetic industry. So, there are
various opportunities for APIVITA to
Threats
 There is a probability that competitors
of APIVITA may try to hack the
account and pages of APIVITA. So, it
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expand its operations and promote the
same by Facebook.
is important that they ensure proper
security measures to stay away from
such activities and risks.
Audience
segment
Interest
Insights driven
Channels
Women
Young girls
Teens
The cosmetic range by
APIVITA involves a
variety of products and
the speciality of
APIVITA is that there is
a wide range of
cosmetic products as
well, making the
collection rich enough.
So, by promoting the
same on Facebook page,
their images and videos
can act attractive
enough. Therefore, it
can help APIVITA in
getting an increased rate
of productivity as well
as popularity.
Desktop
√
√
√
Smartphone
s
√
√
√
Laptops
√
√
√
Tablets
√
√
√
It involves some essential aspects of content plan that Facebook can follow for an
effective promotion of their cosmetic products and services. It involves all the essential factors
such as target audience, different channels involved, etc. Therefore, Facebook can ensure
following the content plan for effective marketing of their cosmetic range.
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2. Twitter
Along with Facebook, APIVITA can also ensure about involving the strategy of
promoting all their products and service range by the means of Twitter. There are various ways
that can be involved by APIVITA. Some well-known examples of it can be classified as
uploading pictures of cosmetic range or other products so that people can see it (Ryan, 2016). It
is because; this is obvious when people will see it, they may get attracted towards some of their
products. So, this can be considered as an efficient strategy (Gordon and Perrey, 2015). Along
with pictures, APIVITA can also ensure to involve videos as a part of promotion because a very
wide range of people are using Twitter. So, there is a possibility that many people can check out
the video of APIVITA.
Also, creation of twitter moments can also be termed as an appropriate idea. Twitter is
the most prominent advancement of digital world because it helps the business in connecting
with millions of people on platforms. Further, the platform has a strong power of leading
personalities of world who can help the firm in creating great influence over consumers. The
firm use twitter for marketing cosmetics because the platform is very effective. In this the
company needs to launch one key message to attract buyers. In this, company needs to launch
one key message to attract the buyers. However, the response of digital marketing on twitter
depends on viewers on promotional message created by firm. Thus, it is effective because it can
be further shared by consumers for referral.
Propose a strategy
By the means of this, some tweets are being combined in a single collection. This can
help APIVITA to grab attention of a wide range of people. Therefore, this can be involved by
them as it is an attractive aspect of the strategy. Even if APIVITA is tweeting something about
the new range of products, they can make sure to keep the title small but a bit descriptive. It
should be in a way that people may feel to actually open it and read what it is about. Another
important factor that APIVITA can ensure involving in their strategy is the use of link
shorteners. Although it has been very less used nowadays but, it can actually help APIVITA to
make their tweet look neater and cleaner (Chittilappilly and Bharadwaj, VISUAL IQ Inc, 2015).
Twitter marketing strategy is classified as a very effective way to attract a wide range of people
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because this social media platform is being used by enormous number of people. So, APIVITA
can also make use of the twitter marketing strategy.
Thus, they can reach to variety of individuals and it will help in getting a higher rate of
popularity. Using the image of accurate size is important because the quality of image also
matters a lot. If the quality of image is not efficient, then there are possibilities that people may
not find it attractive. Therefore, making use of the right images is very important. Therefore,
APIVITA can also consider the fact of using high definition and quality images to be uploaded
so that in one eye only, it will be able to attract the users. There are various other strategies that
can be used for a better and efficient twitter marketing engagement. Some well-known examples
of it includes tools like Tweriod. It is considered as an efficient tool because it helps in providing
ways so that the user can upload specific product or video on perfect timing only (Järvinen and
Karjaluoto, 2015).
Therefore, Tweriod can help APIVITA in providing the accurate time for uploading the
posts. It is because; according to the tool, it helps in analysing the time period when there is a
higher possibility of people to go through them. It is being done by a specific way. When a wide
range of people are online, this tool helps in sending notifications. So, in that particular time
zone, APIVITA can ensure tweeting about their cosmetic range of products. It will attract a large
number of people to go through that tweet. So, this can help them in providing a better exposure
rate. Therefore, development of twitter marketing strategy is considered as a better and efficient
way that can actually help APIVITA to gain a higher rate of popularity. This can actually help
APIVITA to gain more productivity by satisfying a major number of customers.
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APIVITA makes use of such images on their tweets for getting the attention of people.
Re tweeting it on topics related to cosmetics
There are various strategies that can be used to promote the products through Twitter. In
this, APIVITA can create their own authentic Twitter account. With this, APIVITA can retweet
on the news related to cosmetic. It will divert the minds of other people. They will open it for
having any enquiry. Also, with this, they will tweet on APIVITA’s post. In this way, customers
will be able to engage with them (Wedel and Kannan, 2016). They will also know about
APIVITA and what products it provides. Twitter is a great platform that give news to people
regarding what is going around. Also, it makes people aware about anything that has happened.
APIVITA can also take the advantage of this.
Company can follow many people who are in the age group of 20 to 30 years. They can
target females who are very conscious about their beauty. Having a large number of followers
will allow interaction in between people. They will discuss and tag each other in various posts.
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There will be rise in the number of followers of APIVITA. When notification will be sent to
customers about any tweet done by APIVITA, it will automatically attract them. They will again
tweet on it. This will be read by all other persons that are following the specific person. This will
help the firm to achieve a higher rate of audience.
It can be considered as an effective part of the strategy because when APIVITA will
tweet the same content again, in such case, there are possibilities that the people who have not
seen it previously may see it this time. So, this can however cover the audience that has not been
achieved yet. Although, re tweeting should not be done for more than 5- 6 times because in such
cases, it can seem irritating for the customer. Therefore, for about 4 – 5 times, APIVITA can re
tweet the same tweet. Also, it is being considered that the tweets gain more popularity in second
or third time as compared to the first time. Also, ensuring the quality of image is also important
that is being used in the tweet by APIVITA. It is because; as they deal with a wide variety of
cosmetic range, so they can make involvement of high quality pictures so that the tweet can seem
to be attractive enough. Also, when APIVITA will make a specific account only for selling of
product range, they should ensure to keep an attractive bio so that when people will visit their
profile, it must be attractive enough so that the bio may catch attention of people. This can
however act as an attractive way to achieve the attention of people.
Another important factor that can be used as a strategy by APIVITA is that if they focus
on various ways to increase their interaction rate with customers, then also, it can throw some
reflection on the productivity rate of company. Also, APIVITA can deal with some of the
influencers so that they can help APIVITA to provide them some means on Twitter for getting a
better production rate. Influencers have their own contacts and so, they can help them understand
the benefits of using range of APIVITA. Also, the firm has involved a variety of new cosmetics.
So, there are higher possibilities that people will get attracted to it. There are various tools of
Twitter as well that can prove to be helpful. A very common example of this can be considered
as the tool named Tweriod. By the means of this, APIVITA can analyse timings at which their
tweets are reaching to their fans or customers.
It can also be classified as a great source of engagement in between customers and
APIVITA. Maintaining social interaction with customers via directly or via Twitter is an
effective strategy. There are chances that the customers of APIVITA will comment on their
tweet about what they liked in product and what not. So, APIVITA should ensure to stay active
20

on Twitter so that they can even read all daily comments of the people. This customer feedback
can help APIVITA to make required changes. Also, when APIVITA will respond to comments
of people about specific query or issue, they can also consider a fact that they are important for
the company. It further helps in maintaining their interest in the company and their new cosmetic
range as well.
Another part of this strategy can be sharing of the ideas. In this, APIVITA can share
tips that they think are helpful. In this, APIVITA if founds some relevant and suitable content
that can actually help, they can share the content. Sharing also helps in achieving some sort of
attention. It is because; by the means of sharing by APIVITA, they can be able to attract
customers that if they know something unique and helpful, they are free to share the same with
others (Kaur, 2016). Therefore, this quality of APIVITA can actually help them to gain an
increased rate of customers on Twitter. Therefore, APIVITA can share the content in their tweets
or paste the link in the same. Directly or indirectly, if they are sharing some content that can act
to be beneficial for anyone, then there are majority of chances that people will get attracted to
this quality of APIVITA which can also help them to gain an increased rate of popularity. When
APIVITA will achieve a higher range of popularity, then it will automatically increase their
overall productivity as well because when more customers will be interested in this, it is obvious
that many of their cosmetic products will be ranged out by them.
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Pay per click (PPC)
Pay per click is a method that can be applied by APIVITA for achieving an increment in
business. In this, whenever any user or fan of APIVITA will re-tweet or replies, in that case, they
will be paid. But this is applicable only in case of promoted tweets. This option is not available
in Facebook. So, APIVITA on their Twitter account can implement this strategy. This can also
be termed as a very popular model which means that APIVITA will provide a specific amount to
Twitter and expect a specific rate for every single click. As per some statistics, it has been
analysed that the estimated amount for every promoted tweet is $1.35. Although, tweeting basic
tweets on Twitter or signing up on Twitter is completely free but as it is one of the leading
platforms that people used to stay connected and in touch, various leading companies get
involved in promotion of their business by the means of Twitter. Therefore, promotion by these
means refers to the fact that if APIVITA involves the way of pay per click on Twitter, then it can
actually help them to gain a higher rate of productivity as well as popularity.
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Developing a CTA
An efficient call to action (CTA) can be involved by APIVITA so that while
implementing their twitter marketing strategy, they can be able to attract a wide range of
customers. A call to action may be considered as any phrase, statement or any few words only
that can seem to be attractive to the viewers. So, if APIVITA also considers the fact of
developing a call to action, then the probability of attracting customers may increase. A call to
action can also mean that action taken by audience such as re tweeting. It generally means that if
APIVITA develops a call to action, it means that they want to take the attention of customers.
So, if they will implement some interesting and attractive call to action, it may increase the
possibility of people gathering interest about it.
A common example of CTA is APIVITA can be developed to read more about the tweet.
In that, they can tweet an attractive and standard quality image of their products and then on the
Read More CTA, they can involve the details of same in brief. This can act to be highly helpful.
Another action plan that can be taken by APIVITA is following the person who has tweeted
related to APIVITA products. With this, APIVITA can gather information about that person. It
will help in engaging person in the future. They can display high quality image in any tweet.
This will attract people’s mind. APIVITA can also provide updated information about their
products to people. Also, APIVITA can interact with the customers that have shown some
interest in their products. So, the firm can ask their customers to tweet something about products
and their specialisation along with its picture. This can act to be an attractive feature to gain
attention of other people as well.
Content plan
Strengths
 Twitter marketing strategy involves
specialised tools and ways that can help
in better promotion rate to APIVITA.
 APIVITA when promote their products
on Twitter, there are higher possibilities
that people will get attracted towards it.
 Twitter is considered as the second
Weaknesses
 As there is a huge amount of population
on Twitter, there may be some people
who must not be using Twitter. So, this
can be considered as a weak factor for
APIVITA. It is because; they must not
be able to reach till the people who are
not on Twitter.
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largest platform for promotion of
factors because enormous number of
people are using Twitter to stay
connected with people. Therefore, the
choice of APIVITA to promote their
products and services by these means
can be termed to be beneficial factor for
them.
 As it is the starting of APIVITA to
promote their product range on Twitter,
so it might take some time for them to
get popular. Therefore, this can be
considered as a quite weak factor.
Opportunities
 As there are a variety of tools that are
compatible with Twitter, so this can be
considered as an opportunity for
APIVITA to promote by means of
twitter.
 Also, many people are using Twitter.
So, it can be considered as a wide and
popular platform to promote the
cosmetic range of products and
services.
Threats
 When APIVITA will promote their
products and services via Twitter, there
must be some other cosmetic brands as
well that are promoting for the same.
Therefore, the competitors can involve
a range of offers and discounts to attract
customers (Tiago and Veríssimo, 2014).
 Therefore, when customers will get
attracted by these offers of competitors,
then it might affect the productivity and
attention rates towards APIVITA.
3. Instagram
This is also a major social networking platform from where APIVITA can promote their
products. It will help in attracting a large number of customers. On this, APIVITA creates their
own page and then advertises cosmetic products. In Instagram, there is only one way through
which products can be promoted (El Sawy and et.al., 2016). APIVITA can post the pictures of
variety of cosmetic items. Also, with picture, they can provide information about the brand of
product. Uploading high quality images will help APIVITA in gaining attention of the people.
Along with pictures, APIVITA can also provide the price of cosmetic items. This will give an
insight to people on how much is the cost of each item.
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Proposed strategy
While promoting products APIVITA can develop various strategies on how to use
Instagram. First of all target market must be identified so that strategy can be developed
accordingly. It is a platform where usually business does not promote products to a great extent.
Rather they collect and gather information of people. APIVITA can also merge their Facebook
and Instagram accounts. This will make it easy for people to know about APIVITA. The main
benefit APIVITA will get from this is any update on one platform will automatically update the
other one. Also, people who are unaware of APIVITA can get connected (Champagne, Hung and
Leclerc, 2016). It will rise the graph of APIVITA in connecting people. The rise in graph
Facebook will also rise graph of Instagram.
Moreover, APIVITA can also post the videos of their products. This will give a 3-D view
of products to people. It must be short and effective. Apart from this, APIVITA can also use
models in videos to show the effect of their cosmetic products. This will give a great impression
in the minds of customers. Also, by collecting the data of total number of views, APIVITA can
find out how many people have liked and viewed their videos. Moreover, in comment section,
APIVITA can find out what people have said about it.
When people will like the post or video, it will give an insight to APIVITA. They will get
to know about which type of people mostly liked their post. Besides this, when APIVITA will
upload something new, it will give a notification to people about company’s new product. There
is also a feature on Instagram that allows them to communicate with people. They can do
chatting with them and providing necessary details (Allen, Macy and Hutchison, 2015).
With this, APIVITA will be able to get more precise and effective data. Another
advantage that APIVITA has got is that now a days, many people are spending a lot of time on
Instagram. Also, there have been changes in trends as well. Business has started developing their
pages on Instagram. This has attracted a lot of people.
Therefore, by implementing this, it will enable APIVITA to collect effective data and
information. They will be able to target those persons who are in regular contact with them.
Along with this, it is important that images and price of products are displayed properly so that
people will be attracted towards them. By using Instagram as a marketing tool, APIVITA can
develop pages accordingly. Also, they can make changes in pages as per the comments given by
clients.
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Situational analysis
The situational analysis can help APIVITA in making an evaluation of all factors and
operations involved in marketing of their cosmetic range of products and services. Different C's
covered in the situational analysis of APIVITA are discussed as below:
Customers
APIVITA deals with a variety of organic range that has been made by natural products. A
variety of cosmetics are available in the firm and are categorised as safe on skin. The majority of
customer range of APIVITA involves young girls, teens and women. A smaller part of men are
involved. Therefore, the firm can ensure to involve some range for men as well so that they can
be able to achieve an increased target audience (Felix, Rauschnabel and Hinsch, 2017). Also,
26

they can also involve some different products that might attract women. This will however
increase the overall productivity of firm.
Competitors
As APIVITA is one of the leading firms in cosmetics industry, so, it is obvious that there
must be various competitors of the same. One of the very well-known competitor of APIVITA is
Koppers. It is because; they involve some strategies and ways that are quite beneficial than that
of APIVITA. So, they hold a strong market position. Therefore, APIVITA can ensure to analyse
their strategies and if in any technique, they think that it can prove to be very helpful for their
business, then can implement the same. It will help them to achieve a higher competitive
advantage and thus, an increased rate of popularity as well.
Climate
Climate also refers to an important factor. APIVITA can ensure considering this factor by
analysing that what can be impact of some specific natural ingredient on the skin of people in
different climates. This can also act to be an attractive measure to impress customers. It is
because; there might be some chances that some natural products may affect quite badly on the
skin of an individual. Therefore, ensuring the factor is very important to maintain efficient
customer relationship.
Company
APIVITA should ensure their actual market position. In this, they can make an overall
analysis that what products they are dealing with, whether they are satisfying their customers or
not. So, during the analysis, if they found any loop holes affecting the business, in that case, they
can make effective changes.
Collaborators
The persons that are involved in operations are necessary to be analysed. Therefore,
APIVITA should ensure all their collaborators with which they are working. Whether it is about
their ship providers, suppliers etc., in every case, analysing their efficiency is very important to
ensure a better rate of processing.
Developing a CTA
It is very important to develop a call to action plan so that effective strategy can be
developed. It will help APIVITA to get data and information about different types of people. A
CTA is a plan that is used by company to give quick response to viewers. It can be applied by
27

APIVITA in Instagram by giving answer of questions to people. Developing a CTA will help
APIVITA to ensure that they target specific people (Gordon and Perrey, 2015). Moreover, it will
help in making awareness among customers about cosmetic products.
An example can be taken of CTA is that APIVITA can share their page with other
popular pages on Instagram. This will help in promoting products in an effective way.
Furthermore, by uploading high quality images and providing information about products on
pages, APIVITA will be able to advertise their products.
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Content plan
Strengths
 Instagram’s marketing strategy will
include several tools and techniques
that will help in tracking the data.
 APIVITA can attract a large
number of people by creating a
page on Instagram.
 Many companies are marketing it
through Instagram. Also, people
can easily find out the page of
APIVITA there.
Weaknesses
 It is very difficult to read the
comments of each individual. It is
because; there are a large number of
comments and it takes a lot of time
to analyse each one.
 This is a weak point of using
Instagram by APIVITA.
 Also, many people ignore the ads
that they see on Instagram. This is
because; there are many ads that
come on Instagram.
Opportunities
 In the recent era, many youngsters
are attracted towards using
Instagram. So, this has given a
platform to attract them (Keller,
2016). Also, there has been
increase in the number of people
using Instagram.
 It has been an effective way of
promoting company’s products. So,
APIVITA can also use it in
marketing of cosmetic items.
 As there are a variety of tools that
are compatible with Twitter, so this
can be considered as an opportunity
for APIVITA to promote by the
means of twitter.
Threats
 On instagram, there are many other
companies that are advertising their
products. So, it can give
competition to APIVITA.
 Large scale companies are already
providing discounts and offers on
products. They have created a
strong customer base.
 Thus, customers might get attracted
towards other companies. This will
affect APIVITA’s sales and
productivity.
 Therefore, when customers will get
attracted by these offers of
competitors, then it might affect the
productivity and attention rates
29

towards APIVITA.
30

4. Blog
Blog is a major digital marketing tool that helps in promoting the products and services.
It is the most common tool that is used by companies. A blog is a website that is run by
individual companies. It consists of different web pages. A blog is similar to a website. Each web
page contains and shows something. For example: one is showing home page and another will
represent contact page, products and services, etc. In blog, the focus is on content. APIVITA can
also develop their own blog in which information about products and services can be displayed
(Chittilappilly and Bharadwaj, VISUAL IQ Inc, 2015). Along with this, pictures and images can
also be displayed. This will help in the effective promotion of cosmetic items. However, people
can read about new products and new features which are in it.
In this way, APIVITA can advertise. They can also develop different blogs for a variety
of products. This means that they can do segmentation. It will help in writing an effective content
for each product. This will also help in promoting of their products and service range. . Also,
APIVITA can target customers according to their tastes and preferences. APIVITA can display
their blogs on various other websites. This can be done by the paid advertising. The content of
blog must be effective so that it can attract people to read it. Moreover, they can share it on other
social networking sites as well. This will increase the range of marketing. Furthermore, more
people will get aware about APIVITA’s products.
Hence, APIVITA can reach to different social media platforms. By spreading blogs on
various website, APIVITA can gain attention of many people. But the content must be specific.
It must be simple and readable to everyone so that people can go through the blog (Wedel and
Kannan, 2016). In addition to this, APIVITA can collect data of person who has visited their
blog and given positive reviews.
One of the ways that can be used to increase popularity of blog of APIVITA, they can
ensure pasting link of their blog to the websites that are popular. By this way, they can achieve a
large number of audience because when people will visit those websites, there are chances that
people will go for the links pasted as well and this can actually help in increasing the overall
rating of their blog. Also, their product range will also achieve a higher rate of popularity in the
market place.
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Proposing strategy
APIVITA can make involvement of various strategies that can help them to maximize the
popularity and productivity of their cosmetic range by means of blog. Although there are various
models that can help them in making efficient strategies, but the 7 building blocks of social
media can help APIVITA in achieving a wide rate of popularity by means of blog. The model
has been discussed as under :
Kietzman 7 blocks
The Kietznam 7 blocks involves seven factors that can help APIVITA to achieve a great
promotional rate of cosmetics by means of blog. These building blocks are discussed as under :
Identity
APIVITA can ensure to share their basic information on the blog. It means their complete
identity. Also, by this means, APIVITA can make sure to make involvement of basic CTA's so
that it will motivate and encourage the users so that people can show interest in reading about the
cosmetic range. Also, CTA's are meant to promote the page or products. So, promoting by means
of blog can help APIVITA to maximize their popularity range.
Presence
Presence plays a very important role. So, APIVITA can ensure to achieve this by means
of making some sort of their presence. As APIVITA is promoting their cosmetic range by means
of blog, so the firm can also conduct some sessions in order to make their presence visible. It is
important because by means of these sessions, they can easily represent their product range.
Also, their presence will throw a direct and strong impact on the audience. In this stage also, they
can make involvement of some offers and discounts as well because by these means, they can be
able to gain a higher rate of attention and interest of people. Therefore, they can promote their
cosmetic range by blog easily.
Relationships
This means that APIVITA have to focus on factors so that they can be able to encourage
the bond between customers and them. For this, they can make sure to interact with people more
often. Also, the management at APIVITA can ensure to take regular feedbacks from the
customers because by these means, a direct interaction between client and company can take
32

place, which is very important. Also, by such activities, clients also consider the fact that they
place an important place for the company. This further helps in maintaining their interest in the
company and its products (Tuten and Solomon, 2017). So, for APIVITA, maintaining
relationships with customers can actually help them in achieving a higher number of customers.
This will further help APIVITA to achieve a higher rate of productivity as well.
Conversations
As APIVITA is promoting their product range by means of blog, so one of the basic CTA
will be comment, email etc. Encouraging the interaction by any such means can actually help
APIVITA to gain the interest of people. So, whether in any such form like e mail etc., APIVITA
can send people the link of their blog so that people can visit it and see what is in the store. Also,
APIVITA can make sure to involve some sort of offers or discounts as well for attracting people.
Groups
APIVITA can request some users as well to join their community. It means that whether
in terms of marketing or promoting of their cosmetic range, if someone is actually interested in
joining them as a part of their team, they are welcome by APIVITA. This can also be classified
as an essential part of the strategy because when an increased number of groups will be made, it
will surely help the business to grow up more faster.
Sharing
In this, APIVITA can ensure the involvement of CTA, “share”, by means of which they
can be able to represent the fact that they allow customers to exchange any product if they do not
find it interesting. Although this facility is available for a specific time period only of purchasing
of the product but this can be termed as an attractive opportunity.
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Content plan
Strengths
 One of a major strength of promoting
by means of a blog is that by various
means, they can increase the popularity
and ratings of their blog so that a major
part of the audience can see it. This will
however help them in getting a higher
visibility rate.
Weakness
 A major weak factor of promoting the
cosmetic range by means of blog is that
as comparatively, blog is very less used
by people rather than Facebook,
Twitter, Instagram. So, there might be
some chances that by means of their
blog, they can be able to gather a less
amount of audience.
 Also, although a major part of people
are used to social media networking
websites, but a few of them are used to
blogs. Therefore, it may also act as a
weak factor for APIVITA.
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Opportunities
 As the cosmetic sector is a wide and
leading sector, so this can create a
major opportunity for APIVITA to
include some other ways to impress
customers.
 Therefore, APIVITA can include
organic range in their products so that
the customers can also find something
different. Also, this is an attractive
strategy by means of which, they can
be able to attract majority of the
customers.
Threats
 As cosmetic industry is one of the
fastest growing industry and APIVITA
is one of the leading brands in the
cosmetic sector. So, there might be
various competitors of the firm as well.
Therefore, this can be considered as a
major threat (Stephen, 2016).
 Also, there might be a possibility that
their competitors will try to involve
some tactics or techniques to bring
APIVITA down. So, this can also be
termed as a threat to the overall
productivity of APIVITA.
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Developing a CTA
An efficient call to action (CTA) can be involved by APIVITA so that while
implementing their twitter marketing strategy, they can be able to attract a wide range of
customers. Some well known CTA's that can be applied by APIVITA involve “share”,
“connect”. These can actually help customers to grab the attention of people. It is because by
means of share CTA, the company allows the customers to exchange the products if they are not
satisfied with any of them. In this case, the company tries to analyse where the product lacks in
so that they can be able to make modifications as soon as possible. Another CTA would be
“connect” in which APIVITA will put an option of connect on their blog so that if their
customers want to interact with them as in case of inquiry, issue or in case of any complication,
then by means of “connect”, they can connect with them. For this, the management at APIVITA
can set some employees for this process so that whenever any customer will request for connect,
then the specific employees can take over it.
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5. Pinterest
Pinterest is a well known and leading mobile and web application which helps in
demonstrating all the data and information on world wide web. Instead of summaries, posts,
tweets, promotion of products by means of Pinterest involves mostly the images. There can be a
proper strategy behind it as well because after opening the Pinterest on internet, their home page
also involves enormous number of pictures, which seems attractive enough. So, APIVITA can
also promote their products and services by means of Pinterest. This can be termed as a very
interesting platform where they can represent their product range on a wider basis. Pinterest is
also considered as a storage tool, which means that when APIVITA will involve the cosmetic
range on Pinterest, it will keep storing all the images of items, so when the customers will visit
their Pinterest page, the home page will be full of pictures of their cosmetics and products, which
will be attractive enough (Owsinski, 2017). So, this can be termed as a very attractive platform to
promote their services and products. Some strategies can help APIVITA as well which are
discussed as following :
Proposing a strategy
APIVITA can focus better on analysing their operations and functions in the market
place by means of Porter's five forces. It can help them to evaluate their position in the market so
that they can be able enough to make modifications wherever required. Different aspects of
Porter's five forces are discussed as under :
Power Of Supplier
The power of supplier is the rate at which suppliers bargain. As when APIVITA will
expand its operations and services, they must be requiring some suppliers as well. So, the power
of supplier depends on a variety of factors. If the overall supplier rate is high, then the bargaining
power of supplier gets low but if in case, the number of suppliers is high, in that case, suppliers
may demand a higher amount. As APIVITA is one of the leading brands in the fashion industry,
so there might be possibilities that they have to pay a lesser amount of supplier.
Power of buyer
The power of buyer means that how decrement can a customer made in the selling of
products. Although there are fixed price patterns in APIVITA but the overall power of buyer
depends on some factors. A well known and basic example of this can be considered as the fact
that if the buyer holds a number of products, then there are chances that the buyer power will
37

reduce. So, APIVITA can also ask for a major purchases if buyer needs some discounts in the
overall power of buyer.
Competitive rivalry
As APIVITA is one of the leading brands in the industry of cosmetic products and
services, so there must be a variety of competitors as well. So, the rivals may try to involve some
ways and techniques by which they can put APIVITA and their services down. Also, they can
make involvement of some offers or discounts so that they can grab the attention of people more
than that of APIVITA. So, this factor can throw a much negative impact on the productivity of
APIVITA. Therefore, the firm can ensure involving some ways so that they can be able to
prevent themselves from such types of issues and continue in achieving a higher competitive
advantage.
Threat of substitution
Many times, there are possibilities that the competitors may try to involve some
techniques and ways by which they can be able to grab the audience of APIVITA as well. So,
there might be a possibility that some of its competitor may start producing some products that
are similar as that of APIVITA but are more affordable than that. This can be termed as a
strategy to attract the audience of APIVITA (Järvinen and Karjaluoto, 2015). Also, this can
affect the popularity and productivity rate of APIVITA as well. So, for staying protected from
such actions, APIVITA can ensure to copyright their products so that no fake brand can copy it
and make substitutes.
Threat of new entrants
APIVITA deals with a wide variety of cosmetic products and services and like it, there
are various other firms as well that are trying to enter in this market. So, there are possibilities
that the entry of new people may act as a sort of threat for the ones residing only. It is because
new entrants may try to impress people by means of offers, discounts etc. Therefore, in such
cases, there are major possibilities that people will get attracted towards it and show their interest
within it. This will however throw a huge impact on the overall branding and productivity of
APIVITA. So, this may also act as a sort of threat to the firm. So, in such cases, some honest and
trusted customers can help APIVITA to an extent in maintaining their productivity.
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Consumer engagement
Consumer engagement is considered as another strategy that can help APIVITA in
achieving the interest of people. There are various ways by which a firm can engage with its
customers and some very basic and well known examples of it can be considered as the fact that
by means of social media networking websites, e mails, messages or by calls, the management at
APIVITA can interact with their customers. Also, they can check the reviews of them on their
website on a regular basis. After that, on the basis of negative reviews, APIVITA can make sure
to make modifications in the specific products so that they can be able to satisfy the customers.
Also, this is a very attractive way to impress customers because when the company interacts with
them, they feel that they are important for the company and this helps in maintaining their
interest as well as focus in the company. There are various consumer engagement strategies as
well and some well known examples of it includes analysing the experience of customer. It
means that as the customer has experience either bad or good after purchasing the product. So,
APIVITA should know the experience of consumers. It is because by this way, if any consumer
deals with a negative experience, then the firm can focus on the fact that what led to negative
reviews and thus, can make modifications on that basis. This is a key to win consumers hearts
because when the factors affecting them will be improved, then it gives a happy feeling to the
customer and this helps in maintaining their interest in the firm.
Making bond stronger is another strategy of consumer engagement. It can be achieved by
involving various ways such as offers, discounts, solving their issues as soon as possible etc.
because when customers are not satisfied with some of the products or services of a firm, they
expect less from them that they will help them. So, APIVITA can clear this fact by providing
them immediate help and response so that they can have a trust over the company. This is also a
very essential factor of customer entanglement. Involving every single update on social media
websites is another important factor that is to be considered by APIVITA because more than half
of the generation is using social media websites, so updating every single factor of the new
cosmetic range on Pinterest can help them to gain the attention of people and that too at a huge
extent (Järvinen and Karjaluoto, 2015). Pinterest is a well efficient and appropriate platform for
promoting of products and services, so APIVITA can make a better use of it. There are other
ways as well by which APIVITA can use Pinterest to boost up the productivity and popularity of
their cosmetic range. Some of these ways are discussed as under :
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Contests
There can be a variety of contests that can be arranged by APIVITA and these contests
can range from Best board to earn more Repins. In this, the firm can request the consumers to
post the pictures of them using some specific product of APIVITA adding the benefits they felt
after using it. The best picture selected may get a chance to win a gift voucher or complete
hamper from APIVITA. The gift hampers will be involving a variety of cosmetic range for
people. So, this can also be termed as a very popular way so that consumers will be required to
install Pinterest and play the contest. So, this factor can however help in maximizing the
productivity rate of the company.
Showcasing the brand personality
Although there are various channels through which APIVITA can make its promotion of
products and services, but Pinterest can be considered as one of the effective ways to be used. It
is because usually, images are being demonstrated on Pinterest. So, this can act as attractive
enough for the customers visiting their Pinterest on internet. In this, there is a pin to each of the
picture (Järvinen and Karjaluoto, 2015). So, APIVITA can make sure to pin down a tag line that
can act impressive. It actually throws a huge impact on the person reading this. Also, by different
means, various other companies can also see to it. Therefore, this can also be termed as a very
good and efficient way of showcasing the brand. This also plays a major and important role in
increasing the productivity rate of the company.
Developing interactions
Pinterest is classified as a platform which provides pins as well as boards to communicate
with the customers. So, this can help in developing better interactions with them and that is very
important. So, the interpretations made on this can be visible to all the part of the audience, so
this can actually throw a very positive impact on the productivity rate, thus by satisfying majority
of the customers. So, Pinterest can act as an appropriate platform to promote the cosmetic range
of products and services.
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Content plan
Strengths
 Pinterest is a well known and leading
platform to promote the products and
cosmetics range. So, there are
possibilities that they will attain a
majority of consumers by means of
promoting the cosmetic range on
Pinterest.
 Also, on Pinterest, mostly are shown by
images and a small pin over there. So,
it can look actually attractive than
major posts or tweets. So, this can also
be considered as a strengthening factor
for APIVITA as it can actually help
them in achieving an increased
productivity.
Weakness
 Facebook and Twitter are one of the
most leading platforms, so there are
chances that people will prefer visiting
them instead of Pinterest on a regular
basis. So, this can be considered as a
weakness.
Opportunities
 Pinterest represents mostly the pictures
and that seems attractive enough
(Ferguson and Greer, 2015). So, they
can try to make involvements to make
it more impressive to gain attention of
people.
Threats
 There are various cosmetic rivals of
APIVITA that are making fake
accounts of APIVITA on Pinterest and
are involving fake information about
offers and discounts. This is somewhere
affecting on the image of the brand. So,
this can be termed as a threat for
APIVITA. Therefore, they can ensure
to involve various measures to stay
protected from these types of issues.
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Developing CTA
APIVITA can make sure to involve some CTA's in order to gain the attention of people
at a huge extent. Some CTA's that can be developed by the firm involves “Call” or
“Special4You”. By means of call CTA, they can be able to interact with customers. If any
customer is actually interested in connecting with them, call CTA will help them to do so.
Similarly, “Special4You” can be another CTA which will be including some offers for the
customers. Therefore, it can help them to gain the interest and attention of people.
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