Marketing and Customer Engagement Report 2022

Marketing and Customer Engagement 1
Marketing and Customer Engagement

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Marketing and Customer Engagement
Executive Summary
Social media marketing is an important factor for many organizations in the current context. It
provides an additional exposure to the available units of sales and business development factors.
These aspects are linked to be functional and authorized to perform integrated ideologies all
across the defined perspectives. This report provides an overview of the fact in concern with an
organization and also provides its abilities to harness the enormous social media crowd. Factors
such as objectives, uses, key channels and recommendations for suitable usage of social media
platforms for marketing are discussed in detail.

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Table of contents
Table of Contents
Introduction......................................................................................................................................3
Organizational profile and its target markets...................................................................................3
Social media marketing strategy......................................................................................................3
Social media marketing objectives..................................................................................................4
Organization’s use of social media networks..................................................................................5
Two key social media channels.......................................................................................................5
Social media marketing SWOT analysis.........................................................................................6
Recommendations for improving marketing through social media usage......................................7
Conclusion.......................................................................................................................................8
References:......................................................................................................................................9
Appendix........................................................................................................................................11
Table evaluating different social media metrics............................................................................11

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Introduction
Social media is an important factor in managing advertising and marketing possibilities all across
the defined perspectives of an organisation. This report provides a detailed analysis of different
operational abilities which can be included in order to attain better market for the current
organization. An evaluation for the incorporated marketing segments is discussed in detail and
significant recommendations are also provided. This case analysis report is aimed to facilitate
different outcomes of a successful social media marketing ideologies and their impacts on the
operational framework.
Organizational profile and its target markets
Astivita Limited is an Australia based organization which deals in import and distribution of
sanitary-ware, kitchen appliances, bathroom products, photovoltaic systems and solar water
heating solutions for the households. The company is a major player under Australian market
and factors such as continued product development and adaptation to the current trends are some
of the most suitable reasons for its immense popularity. The company also has strategic
partnerships with some of the prominent manufacturers from Asia and Europe under this
industry. The current revenue for this organization is 5.08 million AUD. This data is in
accordance with the falling revenues in the current times. In addition to this, the company has
been growing slowly in terms of its net income. The company has been largely connected to a
series of plumbing merchants, retailers and hardware suppliers all across Australian market. It
provides the company with an additional strength of performing business in a much controlled
and equally organized manner. The main targeted market for this company is the middle- and
upper-class Australian population. However, the company is also a major exporter of
kitchenware and bathroom ware products for Asian and European markets. The recent
developments in its operations will led to an increased investment in these foreign markets as
these have the potential of managing business in a better manner. In addition to this the company
has potential to establish as a global provider of its products and thus it can act as the recent
potential market as well.
(Astivita.com.au, 2019).

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Social media marketing strategy
Social media is a largely powerful tool under the current operational segment of any
organization. It is essential to facilitate a better operability and adaptability for the business and
at the same time it provides a reflective understanding of an organizational performance through
reviews and recommendations across these social media channels. Currently at Astivita, there are
significant amount of emphasis led to develop its social media presence. This presence is based
on their Social media handle on Facebook (Ashley & Tuten, 2015). It is liable to produce a better
perspective and a virtual appearance for the organization. In addition to this, the company has a
detailed review section on its Facebook handle which is liable to justify the operations being
carried out by it. The strategic planning and execution of developmental ideas through social
channels are a major strength for the organization. It has led to an increased audience for the
company and thus increased amount of business. However, the company lacks in some of the
aspects under social media marketing initiatives. The company is active only over Facebook
which limits its growth. There are other different types of social media handles like Twitter,
Instagram, blogger, LinkedIn and other viral marketing platforms which can be taken in to
account for creating a better customer base and increasing the business reach for the organization
(Felix, Rauschnabel & Hinsch, 2017).
Social media marketing objectives
In order to harness the full potential of a social media strategy, the organization must centre their
social media objectives in a clear and focussed manner. Setting of smart and realistic objectives
led to the development of a perfect ideology which can frame better results in terms of integrated
audiences and increased sales (Chang, Yu & Lu, 2015).
Following are some of the major objectives related to the social media marketing initiatives at
Astivita Limited.
 Brand awareness
Establishing a proper brand image through ideal brand awareness strategies is a major
requirement for the organization and its achievement can facilitate significant sales growth and
establishment of a unique identity for the organization.

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 Public relations enhancement
Public relations are a crucial segment as it improves the penetration possibility for the
organizations. The organization is inclined to facilitate effective public relations management
techniques for improving the adaptability across the regions of business (Zhu & Chen, 2015).
 Increasing brand loyalty
Loyalty is something which is highly important in terms of managing customers and identifying
the potential through initiatives such as word of mouth advertising. It provides additional
strength to the processes and procedures.
 Generating leads and driving sales
Social media marketing is based on developing connections. These connections help in
idealizing leads and ultimately driving sales for the related organization (Dwivedi, Kapoor &
Chen, 2015).
 Research and development
The demands and requirements placed by the customer groups are propagated through various
social media marketing channels. These help in understanding the current trends and apply
researching abilities accordingly.
Organization’s use of social media networks
Social media usage for this organization is not as wide as it must be in the current segment of
operations. It is limited to the usage and availability of different platforms. The company lacks
its active appearance over other platforms like Pinterest, Snapchat, LinkedIn and other viral
marketing initiatives like in-game advertising and blogs (Keegan & Rowley, 2017). This is a
major drawback for the organization as it limits the growth and accessibility of its potential
customer segments. These initiatives are much more integrated with providing a larger audience
and allocating the organization with the chance to reach its potential customers (Alalwan et al.
2017). The growing population of potential customers over social media platforms have signified
the growth potential across the market and can also provide the organization with an added

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competitive advantage. This impacts the provided personification and identification of issue in
the marketing initiative and also relate with the available potential across the regions.
Two key social media channels
Facebook and Twitter are the two key channels related to social media marketing of Astivita.
The company is highly active over Facebook as a part of its social media marketing initiatives.
This provides the organization with a limited accountability under its social media marketing
ideologies. The organization must provide a relatable amount of relativity with the ongoing
possibilities and initiatives for enhancing business development. The reviews and
recommendations for the organization is a major section of impact all across the justified
perspective and thus it needs to address its associating possibilities for a series of different
platforms related to social media marketing.
Social media marketing SWOT analysis
Social media marketing is an important segment of developing business across different markets
and business possibilities. There are segmented ideologies which can be put in to place for
managing information and defining goals for achieving success at a much more vast and
integrated manner (Hudson et al. 2016). A respective swot analysis for the selected organization
and its social media marketing strategies are identified and explained in the below mentioned
sections.
Strength
 Availability of a huge audience support across these platforms support successive growth
and development for the organization
 The social media platforms provide great end user experience and that is a major reason
for its popularity across the users.
 Most of these social media platforms like Facebook user artificial intelligence and
behavioural segments to track the requirements of its users thus it provides a friendly
interface for its users.

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 These platforms provide an interaction based promotion possibility for any organization
as these are supported with traffic directing and redirecting possibilities.
Weaknesses
 The social media platforms increase the accessibility of individual customers and thus
provides them with an ability to fame or defame the operations through positive and
negative reviews. This can be a major weakness of using social media platforms for
promotions.
 Less significant or weaker aspects for user information security
 Insufficient customisation possibility across the platforms (Shareef et al. 2019).
Opportunities
 There has been an enormous increase in the availability of online users and this is an
opportunity for organizations to interact and planning their expansion possibilities across
this dimension.
 There have been certain developments in the ways of using social media platforms for
example, the Facebook market place which have led to enhanced customer support and
provide the organizations with an ability to frame their marketing positions independently
(Leung, Bai & Stahura, 2015).
Threats
 Features like ad-block have limited the operational usage of the various social media
platforms in terms of their marketing positions.
 The comparatively slowed growth rates for different social media platforms have led to
an increased amount of time requirement for justifying organizational goals and
objectives.
 In the recent times, there have been increased concerns in terms of user privacy and data
security. This has led to a negative consideration all across the group (Agnihotri et al.
2016). It has also led to a limited accessibility all across the various streams.

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Recommendations for improving marketing through social media usage
In order to improve the operational usage of social media in marketing and business
management, the organization needs to build a better ideology and approach towards the process
and also provides an improved ideology for framing the concerns all across the various
dimensions. Three of the most influential recommendations which can be used to justify the
growing initiatives across the operational fragments are discussed in the below mentioned
sections.
 Development of ideal marketing plan and manage its operations accordingly
Marketing panning is an important section under the social media marketing process for the
organization and thus it must associate an ideal planning to impact the use and propagation of
ideologies across the various platforms available (Ismail, 2017).
 Increase presence over a number of social media platforms like Pinterest, LinkedIn and
many others
The company is currently operating over a single platform which is Facebook. This is a major
reason for the limited accessibility of its potential customers. Different social media channels
have a different scale and type of audiences across them which can be harnessed by the
organization.
 Treating different social media channels as individual entity
Different channels related to social media marketing have specific guidelines and operational
ideologies that can be used to idealize the growth and development of any major organization.
Each of the segments need to be analysed and appropriate strategies can be implemented to
facilitate changes across customer identification and on boarding possibilities
(Facebook.com/AstiVitaAIR/, 2019).
Conclusion
The report defines the current social media marketing initiatives incorporated under the selected
organization. It has discussed each of the related platforms and their relative impacts on the
ongoing marketing initiative across the organization. A differentiated analysis of different

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objectives for the social media marketing initiative is determined throughout. Some important
recommendations are also summarised in the later sections to increase the operational
importance of different channels and strategies related to social media marketing.

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References:
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), 1177-1190.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Astivita.com.au (2019), About AstiVita, retrieved on 27 July 2019, Retrieved from
https://www.astivita.com.au/about
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), 777-
782.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The
Marketing Review, 15(3), 289-309.
Facebook.com/AstiVitaAIR/ (2019), AstiVita, retrieved on 06 August 2019, Retrieved from
https://www.facebook.com/AstiVitaAIR/
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions
and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of
Marketing and Logistics, 29(1), 129-144.

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Investing.com (2019), Retrieved on 27 July, 2019 Retrieved From
https://in.investing.com/equities/astivita-ltd
Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media
marketing. Management Decision, 55(1), 15-31.
Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research, 39(2), 147-169.
Markets Insider (2019). Retrieved on 27 July, 2019, Retrieved From
https://markets.businessinsider.com/stocks/astivita/price
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media
marketing: Comparative effect of advertisement sources. Journal of Retailing and
Consumer Services, 46, 58-69.
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), 335-345.

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Appendix
Table evaluating different social media metrics
Platforms Metrics
Facebook Total followers: 1804 Frequency of posts: frequent
Customer response: Good
Twitter Total followers: 16 Frequency of posts: Less frequent
Customer response: Not satisfactory
Astivita Australia
Date of visit: 27-07-2019
Date 25-Jul 26-Jul 29-Jul 30-Jul 31-Jul 1-Aug 2-Aug 5-Aug
Stock Price 0.86 0.8 0.86 0.8 0.8 0.8 0.85 0.8
25-Jul 26-Jul 27-Jul 28-Jul 29-Jul 30-Jul 31-Jul 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug
0.77
0.78
0.79
0.8
0.81
0.82
0.83
0.84
0.85
0.86
0.87
Stock Price

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Sales Data of Astivita
Annual results 2017 2018 2019 2020 (e) 2021 (e) 2022 (e)
Sales Release
d
65 017 68 619 71 309
M $ Forecast 64 583 68 497 71 404 72 594 75 061 77 621
Spread 0,67% 0,18% -0,13%
Operating
income
Release
d
7 906 8 096 7 582
(EBITDA) Forecast 7 758 8 205 7 675 7 928 8 867 9 452
M $ Spread 1,9% -1,3% -1,2%
Operating
profit
Release
d
6 316 6 556 6 105
(EBIT) Forecast 6 223 6 668 6 101 6 456 7 243 7 815
M $ Spread 1,5% -1,7% 0,06%
Pre-Tax
Profit
Release
d
5 201 5 489 3 394
(EBT) Forecast 5 188 5 695 4 471 5 789 6 447 6 880
M $ Spread 0,25% -3,6% -24%
Net
income
Release
d
3 093 3 447 2 314
M $ Forecast 3 115 3 517 3 396 4 453 4 922 5 325
Spread -0,70% -2,0% -32%
EPS Release
d
3,47 4,09 2,84
$ Forecast 3,53 4,19 4,18 5,68 6,64 7,53
Spread -1,7% -2,4% -32%
Announcement Date 3/1/2017 2/28/2018 2/27/2019