AMN 425 - Digital Strategy : A Case Study of Lighting Illusions Australia
Added on 2020-03-04
22 Pages2659 Words38 Views
Running head: DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONSAUSTRALIADigital Strategy: A Case Study of Lighting Illusions AustraliaStudent NameUniversity nameAuthor Note
DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIATable of ContentsPART A...........................................................................................................................................3Overview......................................................................................................................................3Point of difference.......................................................................................................................3Budget and platforms...................................................................................................................4Target market...............................................................................................................................4Competitors..................................................................................................................................4Marketing Communication problem............................................................................................5Main competitor...........................................................................................................................5Beacon Lighting.......................................................................................................................5Ability of digital media to transform the organization: Broad vision.........................................7Integration of marketing, IMC and digital strategy.....................................................................9Digital strategy...........................................................................................................................11Evidence of search activity........................................................................................................11Brand messages.........................................................................................................................13Degree of company involvement in community management..................................................13Social and Digital media tools...................................................................................................14Facebook................................................................................................................................14Twitter....................................................................................................................................14
DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIAInstagram...............................................................................................................................14LinkedIn.................................................................................................................................14YouTube................................................................................................................................14Blogs......................................................................................................................................15Frequency of use of digital and social media tools....................................................................16Examples of content shared.......................................................................................................17Strategic user engagement.........................................................................................................17Measurement of digital performance.........................................................................................17PART-B.........................................................................................................................................18Recommendation.......................................................................................................................18References......................................................................................................................................20
DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIAPART AOverview Lighting Illusions is an Australian company, which offers technologically advanced andinnovative lighting products and ceiling fans. They use a tagline “The name in lights”. Thecompany is Brisbane based and was founded in 2003. There are two retail stores in Brisbane andother two are in Kawana and Fortitude Valley. The store in Fortitude valley seems to be the idealLI store which other stores follow. Within a year more three stores will be opened. The companyalso serves through online. The company sells different types of lighting for indoor to outdoor,LED lighting, Ceiling fans, exhaust fans and globes (Lightingillusions.com.au, 2017). 60 of theirsales is covered by fans and lighting and only 5-10 % is covered by specialty items. Thecompany logo has been redesigned recently. Point of differenceLighting Illusions values customers the most. They understand that every customer hasdifferent needs. They access every customer’s need and provide them with best range ofcompany products. The online service is also provided for the customers who are too busy tovisit the stores. The customers come and visit the stores and try out different alternative options.They can test different wall lights and decide upon the most suitable one. The store visitingcustomers often test out different fans and check out the products’ service, this helps them tocompare among several options and opt for the best one according to their need and desire.However this offer is only limited to their offline customers.
DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIAThere is an ongoing demand for this service online as well. The company can actually applysome business strategies and offer the option to their online customers as well. Budget and platformsThe company performs on several platforms. Many digital platforms like Facebook,Pinterest and Instagram, advertising through various search engines, televisions, catalogues andmagazines. The budget of 19000 is divided across through various platforms. The companysends 21000 emails to individual customers on every Saturday. Target marketThe offline customers mostly live around 9 kilometers of the Lighting Illusion stores.Maximum of the customers are the home owners who are redecorating their homes. They aremostly in hurry and do not want to spend much in the lighting. The company mainly aims to thecustomers of age of 35 to 54. Female customers are given special value. CompetitorsThe market is quite competitive. The market is national based as the voltage differenceseems difficult for the company to catch the abroad or world market. Beacon Lighting acts asLighting illusion’s main competitor in the national market. They apply an effective strategy ofusing a television platform for their main promotion. The show ‘The Block’ is in partnershipwith Beacon Lighting and the two leads of the show are the company’s promotional faces. Othercompetitors are JB Hi-Fi Limited, Harvey Norman Holdings, Myer Holdings Limited,Warehouse Group Limited, Super Retail Group Limited, Osiris Holdings ProprietaryLimited,Muir Electrical Company, Cotton on Clothing Proprietary Limited and DSHE Holdings Limited.
DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIAMarketing Communication problemSince the inception Lighting Illusion has been applying some limited and specificmarketing strategies. The brand awareness must be grown. For that the strategies and operationplans must be coordinated and integrated. The brand must be unique and effective which willhelp them to race ahead of their competitors. Main competitorBeacon LightingBeacon Lighting’s website represents the brand image clearly, even though no tagline isshown at the top. The use of yellow in the logo seems appropriate. The website offers a live chatoption for the customer assistance (Beaconlighting.com.au, 2017). The use of red, white or blackwith well designed advertisements look appealing. The catalogue is systematic as all the servicesare at one place at the bottom of the page.
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