Marketing Strategy and Digital Marketing Plan

This assignment requires you to analyze the marketing strategy of Dollar King, with a particular emphasis on its digital marketing efforts. You will need to evaluate the company's current digital marketing activities, identify areas for improvement, and propose a comprehensive digital marketing plan that includes specific tactics and goals. The analysis should draw upon relevant academic literature and consider factors such as target audience, competitive landscape, and industry trends.

Running head: INTEGRATED MARKETING PLAN
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Dollar King Integrated Marketing Plan
Name
Institution

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Dollar King Integrated Marketing Plan
Introduction
Dollar King is an Australian discount store that sells a variety of items at reduced prices.
The firm sells products ranging from homewares, Japanese goods, party wares, art and
stationery, cards and gifts, kitchenware, tools, and home décor (Dollar King, 2018). The firm
began trading in the year 2000 with the first store established at Hornsby Shopping Centre with
the aim of creating a comfortable and competitive discount store to the customers. Currently, the
firm has over 55 retail stores in major locations.
The report outlines the marketing plan for the firm with a major focus on the strategies
employed in embracing the digital platform in the promotion of its objectives and profitability
plans. All these are examined through the several strategy placed in ensuring the presence and
competitive pricing of the product to the market.
1.0 Brand Proposition
Right from the establishment of the firm in 2000, it has positioned itself as a brand name for
the discounted products category offering competitive products to the market. The business has
grown its brand through a realistic focus on delivery of products at competitive pricing to the
customers. The firm has developed its brand position through corporate social responsibilities
across the communities in areas of operation.
Consequently, the strategy has grown awareness of the company allowing individuals to
identify the stores quickly. Besides, the unique colors used in its stores are distinct enough to
enable clients to identify the stores and reduce the competition from other similar firms. The
present knowledge created over the one and a half decade of operation can be counted on to
build the organization further and increase their profitability. The proper name generated can be

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used to promote the presence of the firm on the digital markets thus increasing traffic of the
firms’ outlet.
The feeling of purchasing products at a discounted price shall act positively towards enticing
more market for the firm’s products. The display of much needed and essential products at
competitive prices revitalizes the excellent feeling of remaining and encouraging repeat purchase
to the stores (Tiago & Veríssimo, 2014). The CSR programs promote the will of clients
purchasing from the store. Every time a client makes a purchase, the knowledge that part of the
proceeds shall go to make the environment better acts positively towards promoting referrals and
increased trade for the firm.
The discounting aspect of the firm, with new products brought on the shelf all the time, gives
it an upper hand while distinguishing it from other firms thus maintain a good name on the
digital market platforms (Chaffey & Ellis-Chadwick, 2016).
2. 0 KPI’s, Success Measures, Analytics
2.1. Overall Goals
The overall goal of the marketing plan is to create and increase brand awareness to the
followers and adapt while maintaining a significant number of clients for the business.
The Website
The website of the firm is essential in creating awareness and convert new shoppers to its
online purchases. The site is critical as it displays most of the products sold with the prices that
are all-time competitive to what others offer. The digital strategy allows individuals select
products and make a list of the items in demand and have the same delivered or picked from their
in-store location (Chaffey & Ellis-Chadwick, 2016). Customers are at liberty to select products
and specify their nearest point of pick thus save time and money. At the same time, it gives a list

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of its stores thus making it easy for the clients to specify their location of choice and check on
the availability of a given product. Moreover, the products are placed based on the demand of the
market thus serving the interests of different regions in its offering.
Another strategy relates to the direct marketing where clients are viewing the sites and
those reporting to their stores can leave their email address and have the firm do direct marketing
in case of new product updates thus maintain a pool of customers for its project (Ryan, 2016).
Besides, the strategy is meant to ensure a direct interaction with the clients where there remains a
place for suggestions.
The query section allows the clients to give their opinion and preferences of several
products and have the firm to them promptly. Addressing their concerns directly is a form of
direct marketing that works for several areas of digital marketing through a fast response system
(Ryan, 2016). Research indicates that customers who receive a fast response to their queries are
three times likely to retain and attract more to business.
Micro-Conversions
The concept relates to the little path towards the conversion of viewers into customers to
either make a purchase, refer a friend, or provide a donation for a worthy purpose. The micro-
conversions on the website shall be measured through an increase in the number of individuals
visiting he website. Chaffey (2017), notes that an increase in the number of people making an
online purchase from the listed products shall indicate the success of the marketing platform. An
increase in the number of subscribers to the emails on updates by over 300000 in a year’s time
would mean success.
Measures and Analytics

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The growth in some individuals making online purchases from the website shall be
monitored in line with the growing number of subscribers by using the dashboard system of
measurement. At the same time, each direct emailing that results in a purchase shall indicate the
effectiveness of the website in promoting sales of the firm.
Facebook
Facebook is a growing social media tool essential for the digital marketing. The firm
shall use the strategy through the creation of a fan page to foster awareness creation and build a
formidable engagement with the clients.
Strategy
Through the page, the firm shall share new products on offering and much-discounted
products in enticing buyers into a purchase. Furthermore, the firm shall post its social
responsibilities and the good work it does to the locals in a bid to show its social sharing
essential for marketing. All responses to acts of calamities shall propel the name of the firm thus
showing growth. Promotional and discount codes shall be posted in promoting different products
according to the demand ratios on the site (Peppard & Ward, 2016). Lastly, links to the main
website where individuals can make purchases shall be posted to enable customers a direct link
for purchases.
Micro-conversions
The strategy aims at the conversion of the fans on the social media page into subscribers
to the email essential in direct marketing. Facebook fans who like and comment on the posts will
promote direct marketing where recommendations and thumbs-up for the firm shall increase
marketing from satisfied clients (Taiminen & Karjaluoto, 2015). At the same time, the links shall

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allow fans to redirect to the main site for a shopping experience and create awareness on the
myriad of products offered by the firm.
Measures and Analytics
A monitoring system shall be placed to observe the increase in the number of likes and
visitors to the fan page. Subsequently, the number of fans visiting the website through the links
shall be checked for upward growth which indicates success in the same (Armstrong, Adam,
Denize, & Kotler, 2014). The traffic shall be monitored to analyze the peak times and devices
used in signing in as the measure would assist in determining the proper time to post updates and
have a far-reaching effect on the market potential.
YouTube
The YouTube channel aims at marketing the firm through the posting of videos of the site
locations, products offered, process of online purchases, and convert clients from the site to the
main website.
Strategy
The strategy in place includes building an increased consumer market, awareness of the products
on offer, ease of purchase procedure through demonstration, and converting viewers into
customers.
Micro-conversions
The target of the strategy is to ease the process of purchase through online shopping
where individuals might view the procedures of selecting an item, adding to the cart, making
payments, and subsequent placement of delivery or pickup points for products. At the same time,
the conversions come in the form of viewers sharing the videos with friends and families,

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watching similar videos on CSR activities, and having the viewers subscribe to the email for
direct marketing (Andrews& Shimp, 2017).
Measures and Analytics
A proper way to measure the success comes in monitoring the increase in some views
which indicates itself on the site every time access is done. Growth in subscription from viewers
is an indicator of growth as well as the number of viewers trying to make purchases and place
comment on the videos watched.
2.2 Funnels
In marketing, funnels are terms used to describe the journey consumers take on the
internet to navigate from the marketing avenues through to the website and result in a purchase
or sale of a product. The firm provides one of the best funnels for the clients through easy steps
to purchase a product.

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Purchase Process.
The purchase process for the firm begins with the creation of awareness on the social
media groups, YouTube marketing and illustrations where customers find some information on
selected products. Afterward, customers develop interest on products and are directed through a
link to the main website where full view is guaranteed on the product and many others on offer.
Once one develops the desire to purchase, the several options of making a payment are displayed
allowing the client to select from the list and make a decision.
At the action stage, an individual specifies the amount in relation to the price stated and
selects the preferred pick-up point or store to personally pick a product. The process is so simple
and easy to navigate thus saves the time for the clients and the rest of the site customer response

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team to provide a feedback on a product. Finally, it gives a client after a purchase the opportunity
to place a feedback on the experience which assist in improvement and making of the process
easier for users.
Conversion Table for Customers
In any business, marketing efforts do not raise a direct figure translating into subsequent
purchase (Percy, 2014). In this respect, the high number of viewers on a product would result into
a few purchases. However, there is the promise of growth on the same as time goes by. The
following table represents the actual conversions in the funnel process as clients view products
marketed and develop interest on making purchases.

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3.0 Participants and Personas
Brand awareness creation on the social media has an easy target on the young generation
which forms the most significant buck of heavy users. The younger generation is the highest
spenders and thus the best target market for the beauty products on offer. In this case, both
female and male shall be targeted as the pre-cuts spread through the gender. A specific target

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shall be placed with the products displayed based on the needs and demands of a given
population.
At the same time, the low-income and the middle-income population shall remain the
target of the market. The firm sells products at a discounted price and thus fit within the budget
of the low and the middle-income earners comfortably. The high-income earners do not form a
considerable part of the clients but can be contained to fill in the numbers. Marital status shall
remain open in focus as the products relate to those with families and the singles as the products
apply across the board. Married people would most likely buy kitchen and other housewares
while the singles would dwell on the gifts and daily consumption products.
Primarily, the products apply to the more significant segment of the population, but the
marketing on the digital platform seeks to capture the massive users which involve the youths
and people to the age of 50 visiting the sites and social media frequently. The youths are known
for their impulse buying and thus remain a center of interest for the marketing venture. As such,
the primary target shall remain so towards posterity.
4. Unified Presence Digital and Traditional
The digital presence shall act as a marketing tool in promoting the traditionally known
stores to the online participants. Brand awareness shall grow as the clients identify with their
preferred brand of products thus becoming an attention grabber. Their attention shall be grabbed
to the discounted precuts sourced through our well-established connection with suppliers to
benefit from the savings made on our side (Strauss, 2016). The unique colors used in the brad
together with the logo will differentiate us and make clients recognize them from the platform
down to the stores.

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Proper coordination shall be placed to relate the advertisement on the traditional channels
with the digital one to increase brand awareness. The message will revolve around “value for
money” in promoting the discounting stores and providing a uniform message that resonates well
with the buyers. Messages displayed on the billboards should match those on the social media for
easy identification and relation to the website offering (Strauss, 2016). The hype words used in
both means of advertisement should be close enough to assist individuals to relate the product
viewed on the traditional media and the digital platform.
5. 0 Content and Conversion
Marketing on the digital platform requires proper placement of products in areas of high
traffic. At the same time, it requires the placement of emotional messages and those that
encourage trial of products for magnificent results. Attention grabbers such as product giveaways
and huge discounts shall be used to turn attention to the main site and encourage purchase
(Srinivasan, Rutz, & Pauwels, 2016). Moreover, the use of local comedians and key personalities
in the society shall enable the firm associate easily with the society thus promoting interest and
subsequent sales.
In digital marketing, the use of fan pages and bloggers comes in handy and assists in
growing sales and converting viewers into customers (Batra & Keller (2016). The use of
Facebook, YouTube, Instagram and the Twitter handle would assist in reaching a considerable
market. According to (Fill & Turnbull, 2016), direct marketing would be essential in growing the
database and creating referrals where the subscribers would receive an offer by referring clients
to the business. Product launches would be done on the digital platform to promote specific
products and have top bloggers take up the challenge to promote launches (Assimakopoulos,

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Antoniadis, Kayas & Dvizac, 2017). The use of well-known personalities is a sure means
towards growing brand awareness and subsequent sales.
Content creation on the social media and the YouTube channels shall be done by key
individuals in drawing much attention and traffic. Nobre & Silva (2014) advise that the strategy
would translate into more viewers and thus funnel down to new clients for the products. CSR
messages and videos shall be displayed to grab the attention of the market on the good works of
the firm towards social responsibility (Grimmer & Woolley, 2014). Core values of the firm shall
be aligned within the system to create awareness and have workers share their experiences
working for the firm.
6.0 On-going Monitoring and Nurture
In relation to the culture of the media, the creation of new content is essential towards
marketing. Repeating adverts and products creates boredom and thus little traffic on a given
product. New advertisements shall be aired on a weekly basis due to the various products
existing in the online and store locations (Hoban & Bucklin, 2015). Constant replenishment of
the products and marketing messages ensures an easy flow of traffic on the page to find new
information from time to time.
Measurement of the response from the various marketing avenues shall be monitored to
determine those with substantial positive responses and have more resources placed on the same.
The non-performing ones shall be reviewed and made better to increase awareness and align with
the target of the firm (Pauwels, Aksehirli & Lackman, 2016). The marketing communication
shall come up with new trends in the market and target emerging media for its product and brand
awareness campaign.

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Digital tools for monitoring shall be used to check on keyword factor and monitor digital
traffic as messages on advertising keep shifting. Evaluation of the measures in place shall occur
where the non-performing bloggers and product ambassadors shall be renewed for better
productivity (Baker, 2014). Further opportunities to nurture the marketing department shall be
explored and incorporated periodically to ensure constant improvement in the marketing aspect
of the firm.
Conclusion
Marketing in the current dynamic business environment has been improved with the
coming of the digital platform. The firm shall utilize the opportunity to grow its awareness and
collect a huge fan base for its products to the consumers with purchase powers given the
discounted nature of its business (McDonald & Wilson, 2016). The goals set in marketing shall
draw an indication of the success of the firm and thus require a proper monitoring and evaluation
program. The marketing goals shall be reached within a 12-month period targeted to produce
positive results regarding increased numbers of both online and on-location store purchases.

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References
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marketing communications. Nelson Education.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Assimakopoulos, C., Antoniadis, I., Kayas, O. G., & Dvizac, D. (2017). Effective social media
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