This report focuses on the situation analysis, objectives, strategy, tactics, and actions for a digital and social media marketing plan for itreatskin, a skin treatment entity providing organic products made from neem oil.
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Table of Contents Title: Digital and Social Media Marketing......................................................................................1 1. INTRODUCTION.......................................................................................................................1 2. SITUATION ANALYSIS...........................................................................................................1 External Analysis....................................................................................................................1 Competitor Analysis:.........................................................................................................1 PESTLE Analysis:.............................................................................................................2 Internal Analysis.....................................................................................................................3 SWOT................................................................................................................................3 3. OBJECTIVES..............................................................................................................................3 5s’s (The 5 S Model SMART)...............................................................................................3 4. STRATEGY.................................................................................................................................3 Brand Position........................................................................................................................3 Key Segments.........................................................................................................................4 5. TACTICS.....................................................................................................................................4 6. ACTIONS....................................................................................................................................6 The details of the tactics including timeline and content plan...............................................6 7. CONTROL...................................................................................................................................6 8. CONCLUSION............................................................................................................................7 REFERENCES................................................................................................................................8
people to enter this market, and raised high threat for itreatskin to face number of issues like less customers engagement and so on.The power of buyers :Since the availability of products and services within the cosmetic industry is high in nature due to ample number of business organisations are performing. Therefore, it can easily be said that power of buyers is high for the company itreatskin. The power of suppliers :Number of suppliers within this industry are high in nature which directlyreduced the power towards the suppliers.As there a number of suppliers present within the cosmetic industry, which can help itreatskin in supplying products to targeted customers. Threat of substitutes :This force is also high for itreatskin just because, availability of substitute products at present in the market and a customer easily e go to the market and purchase a good quality product within the less prices. PESTLE Analysis:Political :Every single nation has it’s own way of conducting business, where there are number of countries has banned various ingredients. This can be considered as one of the political issue that a company like itreatskinwould go through while expanding its business or developing a marketing plan for a particular country.Economic :Cosmetic or beauty industry could be considered as an industry that survived the recession periods like the year 2008. Therefore, conditions of this sector is quite good and helping business organisations like itreatskin in meeting goals and objectives.Social :Since the beauty products for improvisation of the living standards of both women and men, this impacts upon the societies perceptions towards looking at each other. This would help itreatskin in improving the brand loyalty among people’s mindset.Technological :considering internet as one of the crucial element within the beauty industry, it has lead business organisations like itreatskinin reaching to those areas as well where they cannot directly go and target customers.Legal :Personal care product safety act, FDA and more are made by government to deliver the best out of all to the customers where it is required for companies like itreatskin to sustain in the market considering all the ethical policies made by parliament of a particular country (Tortajada Trullenque, S., 2017). 2
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Environmental :cosmetic or beauty industries packaging as continuously changing itself fromnormalpackagingtotheecofriendlypackaging.Thishashelpedbusiness organisation like itreatskin in maintaining their presence in the market in much more effectively and efficiently. Internal Analysis SWOT Strength : Products are being built with the help of natural ingredients which can be considered as the strength of this business organisation that is itreatskin. Weakness : Lack of regular customers which impacts of on sales of itreatskin and the survival as well. Opportunities : Expansion among different nations where the food products in regards to beauty are not being sold yet can be considered as one of the opportunity for itreatskin. Threats : Uncertain changes among governmental laws and rising competition are said to be the to major trends that itreatskin deals with (Ghosh and Sharma, 2017). 3. OBJECTIVES 5s’s (The 5 S Model SMART) Considering the 5 S Model, company i.e. itreatskin has kept its focus on 5 different elements and these are : sell, speak, serve, save and sizzle (HUANG, 2014). With the help of this model, organisation has developed an effective goals for itself to gain competitive advantages. Basically, the objective is to enhance sales by 15 % with the help of digital marketing plan (promotional video on social media) within 6 months. 4. STRATEGY Brand Position Since the people are becoming more health conscious, supportive towards nature and more. It has lead their thinking as well to get changed. Since, itreatskin is focusing upon offering customers with organic products like cream and so on made of neem oil, it will directly aid them 3
in calling themselves unique in nature from the companies that are providing customers with synthetic beauty products (Ahmed, 2017). The market which has been chosen that is niche, where the targeted customers will be from both middle and high class as the products are made up of natural ingredients like Neem Oil, it has made the products a little expensive than the regular once. But, there is a higher possibility of customers attention to be grabbed in an effective manner because they are continuously looking forward to reduce the harm to both environment and the skin as well of themselves reducing the use of synthetic products offered by business organisations. Key Segments Present context, the segmentation that has been taken into consideration by itreatskin i.e. demographic where age, gender and income level are the three major factors on, which organisation is concentrating (Hult and Sjölund, 2017). Basically, the reason behind this is that age is one of the particular element that basically gets into the beauty sector. This is where, itreatskin is targeting customers with the age from 15 to 60, especially women and another element is income level because the products that our company selling are a little expensive than the regular products as they are made up of neem oil. 5. TACTICS Key massages and Creative / Traditional and Digital Marketing The primal message that itreatskin is looking forward to deliver to its customers is, that over the years many business organisations are fooling their customers and performing greenwashing acts where they have made them understand that synthetic products are the best for their skin and can make them fair and healthier. But, actually these products has not only made the skins much more sensitive but it has also impacted upon environment as well (Ismail, 2018).This has also raised number of skin problems like eczema, rashes, burns and acnes. the digital marketing campaign of this organisation has been built to bring awareness among people that how harmful synthetic products can be for their skin. Apartfromthis,thedigitalmarketingcampaignisalsobeingdevelopedtodeliverthe information in regards to how beneficial the natural products can be where the ingredients like neem oil and more could help them in pampering their skin and much more effective and efficient manner then the synthetic and harmful products.Basically, cream that itreatskinis made 4
up of natural ingredients and i.e. neem oil, which works as anti-aging formula and can be considered as an protective agents against all the damages, that might take place.Apart from this, it can easily be said that the natural ingredients are said to be some elements that attracting customers towards number of products and services that are being offered within the beauty industry. This would lead the whole campaign to gain higher attention than the company is expecting from it’s customers. Apart from this, if it is talked about creativity then the basic concept of developing this campaign is to keep it simple and understandable so that it both high class and middle class level people who directly e get the knowledge of what company is trying to say to them. Colours that has been taken into consideration within the campaign developed on social media are much more attractive in nature as they are eye catching and helpful and gaining the concentration of a person who is browsing his or her account on Facebook, Instagram, Twitter and on any other. Including this, the things that the campaign will be using are some realistic pictures and graphs that are available on the Internet that how problematic it has been for the people over the years while using synthetic products within the beauty industry (Carr and Newell, 2014). Away with this, campaign will also considered the information in regards to what benefits neem oil and various products made up of it can deliver to the targeted customers from all over the targeted areas. Basically the information that the campaign is going to deliver will only be how beneficial the products can be that are made up of neem oil. The other hand, if it is talked about marketing channels that the campaign will be using of the business organisation named as itreatskin, are social media and telecommunication where company will offer free sample products to the people that are looking forward to use something, which is more beneficial and carries no side effects (Durand, 2019). The samples will be offered by the company e just when the users will register with the company for free, which will reach to their houses within 2 days or they can collect them from the different stores of this organisation, whichever nearby to them. And the content that will be utilised will be e much more attractive wear the words that the organiser will use, be much more effective and eye catching as well in terms of grabbing attention of customers. Basically the benefit the company will get from utilising the social media as the best marketing tool is that it will help form in grabbing attention of customers from all over the world. On the other hand, it is also beneficial for the company as it is less cost consuming which directly be 5
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helpful for the company in performing less invests.Social media will also help itreatskin in making relationships with its customers n a direct sense because there will be no mediator as a supplier for the business organisation, because customers could directly purchase products and services from the online websites. It will also help itreatskin in building its own brand by offering customers with free products for the registrations till the campaign is in existence. The help of this company will effectively sustain within the market for a longer period of time and through considering their developed digital marketing plan, it will directly help company enhance sales by 15% within 6 months where the customers will become able to purchase products and services from both physical stores and the e-commerce website that the company is already having (Sheth, Sinha and Shah, 2016). Through these, company will become able to survive in the market and enhance their sales time by time through developing much more effective marketing campaigns that are innovative in nature. With the help of this new business organisationwilleffectivelygiveordeliverhighcompetitiontonumberofbusiness organisations that are already performing within the beauty or cosmetic industry. 6. ACTIONS The details of the tactics including timeline and content plan Specifically, the timeline which has been developed in regards to the digital marketing plan of this business organisation which is itreatskin is done on the basis of several steps and these are presented underneath: Step 1 : Situational analysis, 10 days Step 2 : establishment of digital marketing goal, 5 days Step 3 : defining the marketing strategy, 10 days Step 4 : implementation of the marketing strategy and tactics, 15 days Step 5 : measuring the results and looking forward towards the KPIs, 5 days 7. CONTROL In present context, the performance will be analysed with the help of looking at a strategy of KPI, where the key performance indicators will help in locating the gap of the desired goal and the existing position of the business organisation has met or not (Cunha, 2017). Basically the key performance indicators are the ones which helps a business organisation like itreatskin and looking all the issues and achievements that has been grabbed by them while developing a digital 6
marketing plan and executing it. With the help of this plan, it can easily be said that the customers will directly gain awareness in regards to how harmful the synthetic products can be and what are the issues that their skin can face like eczema, burns and so on. Therefore, it can easily be said that key performance indicator over here are the customers that where the sales is continuously increasing of the business organisation and regards to what products and services that they are giving then the company is basically started going towards the goal that has been developed by them which is to enhance sales by 15% in specified time frame that is 6 months considering the social media as the communication channel where they can reach to the customers in all over the world. 8. CONCLUSION With the help of above mentioned report, it can easily be said that considering the digital marketing plan and organisation could effectively reach to its developed objectives and goals. Considering the digital marketing plan form will effectively enhance its sales and earn maximum profits from 8 and help them in delivering good rivalry. Through this, organisation will gain competitive advantages unspecified time frame. 7