Digital and Social Media Marketing

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.

Innovative Digital
Marketing Plan

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

Title: Digital and Social Media Marketing
1. INTRODUCTION
Digital marketing refers to the marketing of product and services by using the digital technology
which includes internet services, mobile phones and any other digital medium.Digital channels
other system it is based on the Internet Services which helps in creating, accelerating and
transmitting the product to the respective customer through the medium of digital networks (Ho
2018). It is developed in order to change the way of doing business as it increases when
cooperation into marketing plans and everyday life. Through this general public use Digital
Services rather than visiting physical shops. This report is in the context of itreatskin which is the
skin treatment entity and provides Organic products which is made from neem oil. Its products
are good for those people who have problematic skin and face many skin problems such as
eczema, psoriasis, rashes, burns and acne. This report is going to focus on the situation analysis
which describes the current position of the company and its objectives which depicts that what
they should want to be. Moreover, strategies also discuss which depicts the planning, tactics and
actions which should be taken and also described number of external and internal analysis
approaches like SWOT, Pestle, 5S Model and moreare utilised in order to analyse the
performance and control it.
2. SITUATION ANALYSIS
External Analysis
Competitor Analysis:
In marketing, competitor analysis is used in order to assess the strength and weaknesses of their
potential competitors (Fernández Pérez, 2018). In present context, Biocon and REN are the two
major competitors of itreatskin. In order to perform the competitive analysis, Porter's five forces
model has been taken into consideration, which is presented underneath: Competitive rivalry :There are number of business organisations like Biocon and REN,
that has been performing well at today's marketplace and giving good rivalry to
itreatskin. This means that, competitive rivalry force is high for this organisation. Threat of new entry :Cosmetic industry has started accelerating their sales of products
due to increase in demand. This made number of entrepreneurs and existing business
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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).
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 Environmental :cosmetic or beauty industries packaging as continuously changing itself
from normal packaging to the eco friendly packaging.This has helped business
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
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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.
Apart from this, the digital marketing campaign is also being developed to deliver the
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
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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
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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
organisation will effectively give or deliver high competition to number of business
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
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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.
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REFERENCES
Books and Journals
Carr, M. G. and Newell, L. H., 2014. Guide to fashion entrepreneurship: the plan, the product,
the process. A&C Black.
Durand, A., 2019. Marketing and Globalization. Routledge.
Aragón, M. E. E., 2014. Marketing en la actividad comercial. Editex.
Sheth, J. N., Sinha, M. and Shah, R., 2016. Breakout strategies for emerging markets: Business
and marketing tactics for achieving growth. FT Press.
Ismail, A., 2018. International Marketing Strategies in the Celebrity Cosmetics Industry: A Dual
Case Study: Huda Beauty and Fenty Beauty.
Hult, M. and Sjölund, J., 2017. Dynamic Marketing Capabilities: Organizational Renewal
Towards Social Media Marketing.
Cunha, M. D. C. D. O., 2017. L’Oréal: Ombré hair kit consumer-focused product development
to find new market opportunities(Doctoral dissertation).
Ahmed, S. H., 2017. Challenges and opportunities of a media planner.
HUANG, J., 2014. Plan de negocio para una agencia dedicada a marketing digital,
especialmente para el mercado chino (Doctoral dissertation).
Ahmed, J. U., Sultana, H. and Ahmed, A., 2018. Patanjali ayurved invades India. DECISION.
45(1). pp.75-91
Tortajada Trullenque, S., 2017. Plan de Inbound Marketing para Yves Rocher.
Fernández Pérez, R., 2018. Plan de Marketing: Maquillaje de MAC Cosmetics para hombres.
Ho, T., 2018. Ambition and Ethics in Marketing: When ambition affects companies' ethical
behavior.
Ghosh, A. and Sharma, A., 2017. Social recruitment: Investing in social currency. In
Contemporary Issues in Social Media Marketing (pp. 95-109). Routledge.
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