Analyzing the Reasons for Unsuccessful Digital Marketing Strategy of Kappa Sportswear Company

Running Head: DIGITAL MARKETING 0
DIGITAL MARKETING
Student name
2-2-2019

DIGITAL MARKETING 1
Contents
Introduction......................................................................................................................................2
Reasons for brand been unsuccessful in their digital marketing strategy........................................3
Target customer...............................................................................................................................3
Digital marketing strategy...............................................................................................................3
1. Facebook...............................................................................................................................4
2. Instagram..............................................................................................................................6
3. Twitter...................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

DIGITAL MARKETING 2
Introduction
Marketing is an essential part of any business, it has to be well planned and structure. The
marketing can be conducted traditionally, although, with the change in social trend and
technology, the digital world has been enhanced and is a responsible aspect in the marketing
strategy of the company. This report will consider Kappa Sportswear Company, for analyzing
the existing digital marketing strategy. The major issue related to the strategy that could be the
major reason for the company, not as popular as its major competitors that are Nike and Puma
(kappaaustralia, 2019).

DIGITAL MARKETING 3
Reasons for brand been unsuccessful in their digital
marketing strategy
 Unattractive pages – the pages of different social platforms, are not attractive as
compared to that of its major competitors. The pages created are to be attractive, in order
for the customers to have a look at the page, and see the post. This must include
interesting campaigns through social media. Creating a picture, which will attract the
customers
 No regular posts – company is not much active on social media platforms. The post is not
regular, that is people do not remember to check out the post, as the gap in post duration,
make the customer lose interest.
 No attractive offers through social media – the post are generally promoting the brand
name; instead, the company must target the customers through an offer on social media.
That is providing discounts, or coupons through social media platform, to create interest
among the customers
 Only youth is targeted – the target group through the pages are youth that is generally the
sports person. From some posts, it can be said that the company also target women
related to sports. Although, this has limited scope, and not attractive for all age groups
 Lack of innovation – there has not been any innovative campaign on social media. The
company is into sponsorship and other traditional marketing strategies, but the innovation
through digital marketing has been ignored (Kim & Edelson, 2015)
Target customer
The company is targeting the youth, women, and sports player for their brand through
digital marketing. This could be one of the reasons that the company was not yet succeeded in
their digital marketing. The brand was unable to meet the needs of the target customer because of
no innovation in the product offered by the company. For instance, Kappa’s major competitors
tend to introduce new products with innovation, and use of reliable technology.