Marketing and Customer Engagement: A Case Study of Aijek Brand

LB5232
Marketing and Customer Engagement
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Contents
Introduction......................................................................................................................................2
Body.................................................................................................................................................3
a. Organizational profile of Aijek brand/product/service and target market............................3
b. Critically evaluate the organisation’s social media marketing strategy...............................5
Conclusion.....................................................................................................................................12
References......................................................................................................................................12
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Introduction
With rapid and continuous evolution of the advertising and marketing technology ecosystem,
more number of companies has prioritized their focus on customer experience enhancement. In
today’s highly competitive business environment with increase in competition for attracting
customers and brand loyalty, it is the customers who are reaping the benefits of having a variety
of options to choose from. The key factor for organizations securing their success lies in
personalization (Islam & Rahman, 2016, p. 2018). In recent years, one of the most intense
changes in sales and marketing revolves around the idea that more focus should be given by
business on engaging customers compared to products selling. A holistic approach should be
taken by businesses during marketing campaigns besides thinking outside the box for to truly
understanding the preferences of customers and how to build, improve and maintain loyalty
along with where and how they engage with a brand (Mohd-Ramly & Omar, 2017, p. 1140). The
key purpose of this report focuses on preparing a case study report for a chosen company Aijek
to identify how it responds to marketing opportunities or challenges.
Body
a. Organizational profile of Aijek brand/product/service and target market
Founded in 2010 by a self-taught designer Danelle Woo, Aijek is a popular fashion brand of
Singapore well known for designing beautiful, easy and effortless clothing line for women with
sustainable high quality fabrics. The brand mostly uses natural fibres such as silk for
transforming them into contemporary feminine silhouettes. All products are exclusively designed
and manufactured under its label (Aijek, 2019). The brand is perceived as refreshingly and
unapologetically feminine, breathing a fresh air into the profusion of innovative labels in the
fashion industry of Singapore. Women needs for an easy, comfortable and at the same time
stylish clothing, transforming from work to the weekend, is what precisely known by Aijek. The
brand was formed with a single focus i.e. meeting everyday women needs through graceful, easy
and enduring clothing driving long life of the wardrobe.
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(Source: Author-made)
The target demographic (market) of Aijek comprises of the middle and high class consumers
within the age group of 18-35, buying from the label owing to their easy to wear and timeless
pieces backed by the Singaporean heritage. The targeted customers’ income ranges up to S$60k
annually and are graduated. The demographics also include everyone who is fashion conscious
(Kruger & Saayman, 2017, p. 217).
Psychographic: a clear set of interests is possessed by a typical customer of Aijek, fashion being
the main. The brand makes clothing for women with an appetite for wearing effortless and yet at
the same time elegant and timeless pieces. Customers purchasing from Aijek are well educated,
with higher incomes besides being incredibly fashion conscious.
Geographic: the primary customers of Aijek come from Singapore while the clothing lines are
also provided across the globe via its online stores. Also it typical customers resides in the
cosmopolitan cities of the island and other international markets, with more developed
economies.
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