Digital Marketing Strategy Doc

Added on - Dec 2020

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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.
2
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 toresults have been occurred on the basis
oflatest 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 isthe 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 affectedliving 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 affectedconditions 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
4
There is a requirement in technologies inAPIVITA so that they can properly process
natural ingredients in a form that they can beeasily 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 helpAPIVITA 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
5
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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