(PDF) Social media marketing Assignment
Added on 2020-01-07
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SEARCH ANDSOCIAL MEDIAMARKETING
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................4ANALYSIS......................................................................................................................................4TARGET MARKET ANALYSIS...................................................................................................4COMPETITOR ANALYSIS...........................................................................................................1Assessing the competition of Dorothy Perkins...........................................................................1Literature review.........................................................................................................................2PLAN ..............................................................................................................................................3SMART GOAL FOR DOROTHY PERKINS.................................................................................3KPI'S (KEY PERFORMANCE INDICATOR)...............................................................................4SOCIAL MEDIA.............................................................................................................................5TIMELINE.......................................................................................................................................6Literature review.........................................................................................................................6PRACTICAL PLAN IMPLEMENTATION...................................................................................8BLOG POST....................................................................................................................................8LINKEDIN PROFILE.....................................................................................................................8SOCIAL MEDIA.............................................................................................................................8CONCLUSION..............................................................................................................................15REFERENCES .............................................................................................................................16BLOG POST..................................................................................................................................18
INTRODUCTIONDevelopment of information technology and communication has totally changed thescenario of buying and selling. Earlier, people used to simply buy and sell the manufacturedproducts. But with the advancement of technology and time, products are not only produced butthey are advertised and promoted also so that a company can increase its customer base. Anorganization works with the motive of earning profit which can be achieved by perfect strategicplanning and increasing customer base. Nowadays, firms are using innovative ways ofproduction and promotion.In this competitive era, advertising is the most crucial tool to sell a product. For thepresent report, Dorothy Perkins (DP) has been taken into consideration. It is one of the UK'sleading fashion brands. Company provides variety of products for women's wear along with theshoes. Report depicts the importance of social media for buying and selling products. Itemphasizes on target market analysis and competitor analysis of Dorothy Perkins. It also definesuse of social media marketing with the stated products of firm.ANALYSISTARGET MARKET ANALYSISMain purpose of sellers is to attract large number of customers to sell their product.Companies use social media marketing to sell final products to its end users. However, DorothyPerkins also uses the online platform to promote and advertise the manufactured products. It isinspected that the buyers of target market lies between the ages of 25 to 35 years. Buyers of thisage are very conscious towards their taste of clothing and fashion. Specially, women are veryselective if it comes to dresses, shoes and accessories. They always aim at purchasing andwearing fashionable clothes. Therefore, manager of Dorothy Perkins requires exhibiting theattributes of social media to attract new customers. Using this technique would help theorganization to maintain trust and integrity towards its customers. As a result, company can growand expand in different economies (Tuten and Solomon, 2014).There are different attributes that are desired by the target employees of concernedcompany. However, analysing these attributes will help firm to know the basis on whichcustomers decide a product or service of a particular brand. Different attributes are mentioned asbelow:
Creativity: Target market customers focus on innovation and creativity. Using creativetechniques in production, operations or promotions will help the company to attract itscustomers. This is the reason, marketing department of DP needs to adopt creative andinnovative ways so that new customers would get attracted. Company uses pictures of peoplewearing their manufactured clothes which help customers to get attracted towards company’swebsite. There are different ways that can be used by the firm like blog post and videos. As aresult, organization aims at working effectively so that higher profits will be achieved. It iscrucial for the marketing department of DP to bring constant creative changes in their socialmedia campaigning (Heymann-Reder, 2012). Customer services: Customer satisfaction is the most important factor that is needed tobe fulfilled by companies. Customers of organization aims at getting good customer services.However, the response of firms plays a crucial role in the decision making by customers forgoods of a particular brand. If firm is having a positive response towards its consumers then theywould feel trusted and integrated towards the firm. Over social media, the management aims atsolving problems and queries of the customers. Marketing department of Dorothy Perkins haspositive responses about resolving the queries of its customers. Sometimes, customers are notsatisfied with certain products and they post negative comments on website about the product. Inthat situation, it is the responsibility of marketing manager to handle the people politely. It isbecause; if manager would not be able to handle customers' complaints then it will directly affectthe image of DP. It is one of the most trusted brands in UK because of which it is important togive responses effectively (Evans, 2012). Content: This is another key attribute of social media marketing which can impact theminds of customers towards a product. Content can be defined as the information or matter thatis written over the websites and blog of company. An effective content must include requiredinformation in an easy and simple language so that customers will be able to get the messagesdelivered by firm. Major aim of DP is to provide the latest fashioned clothing to both men andwomen. Company is a leading brand which shows that it has large numbers of trusted customers.As in the present scenario, individuals always get in touch with the use of social networkingsites, so, it is necessary to update the content with time. It should be attractive and prepared insuch a way that it can gain customers' attention. Even the firm requires segregating the
information related to men, women and kids or related to different products so that it can beeasily understood by all kinds of customers (Miller, 2013).Platform for building relationship: With the change in technology, features of socialmedia is also updating day by day. On frequent basis, new features are introduced due to whichproper updation is required. Earlier, Facebook, Twitter and g mail were used to chat and stayconnected with relatives but now, it is also used for the business purpose. The concept of livechatting has been introduced which helps in connecting with company. With the help of livechat, queries and problems of customers are resolved immediately. This feature not only helps inmaintaining healthy relations with customers but also to know the needs and demands ofcustomers. Management of Dorothy Perkins uses this feature which helps the organization tointeract with customers on frequent basis. As a result, marketing manager of company would beable to analyse the customer’s requirements with what they are delivering. In the long run, thisconcept remains helpful for company as customers are connected with each other if one is happywith the product then they will suggest other to try the same. As a result, main motive ofcompany can be achieved.Product detailing: This is another crucial aspect of social media marketing which helpscustomers to get detailed information about the product. These days, with increase in the use ofsocial media, people are aware about the variety of products that a company offers. However, themanagement of DP needs to provide required details about the products. As a result, it will beeasy for customers get an overview about the offering. Even, it is important to provide detailseffectively so that it will capture the attention of customers towards a particular product.However, management of DP is very informative towards this task so that they can help acustomer as much as they can. It will result in the attainment of goals and objectives oforganization (Tuten and Solomon, 2014). Even, it will also help the target market to makeeffective comparison between products so that, they can decide what they exactly requirerequired to purchase.
COMPETITOR ANALYSISAssessing the competition of Dorothy PerkinsDorothy Perkins (DP) is a multinational fashion company of women's wear. It is almost25 to 30 years old organization. It is a fashion clothing textile industry as it is too old in thefashion world. There are so many competitors of this firm. It is manager's responsibility toidentify the existing rivals of business. One of the major rivalry firms of DP is New LookCompany. It is a textile organization of retail industry. Critical evaluation of Dorothy Perkins isdone on the basis of its strengths and weaknesses. These factors are as follows:StrengthsPricing Power: It is the major strength of this company that it is having pricing power.Customers usually purchase those products which are of low price. So, as per this theyswitch to the competing products. But this enterprise is having the pricing power whichhelps customers to continue with its products. It has an important and positive impact onthe product’s sale (Cambria, Grassi, Hussain and Havasi, 2012).Strong Management: It has one of the strongest points that consists of strongmanagement. It helps company to reach its capability by utilization of its strengths andalso eliminates the weaknesses.Cost Advantages: People always purchase those things with are of low cost. Lower costof products of this company lead to higher profits which is another strong point. This costadvantage is having a significant impact on its production and distribution as well as onits profits. Unique Products: New Look Company distributes unique products to its customerswhich differentiate it from the competitors. It can charge the high price for the productsas, the products of it cannot be available at the another company or market.WeaknessesHigh Debt Burden: It has only one and the biggest weakness. High debt burden increasesthe risks for company. By poor decision making, it can also go to bankrupt that increasesthe chances or more risks. It has a negative impact on its growth (Berthon and et.al.,2012).
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