Birchbox Strategic Report and Communication Plan : Case Study

Running head: MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS: BIRCHBOX CASE STUDY
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MARKETING COMMUNICATIONS1
Introduction
The report is focused towards analysing the marketing functions of a UK based grooming
brand, Birchbox. The report is being provided to the management of the organization as part of
the role of the digital marketing consultant that has been assigned to a person. The brand is
associated with the sale of personalized makeup, haircare and skincare products that are
delivered directly to the customers. The main reason for hiring the digital marketing manager is
to help the organization realize their expansion plan. The company has been developing over the
past 2 years and require a new marketing strategy to move forward. The case study of the
organization is analysed to provide a better picture of the marketing strategy that has been
utilized by the organization till now. The understanding of the previous marketing strategy can
help to form more effective strategies for the organization in the future. The case study of the
organization is utilized for the purpose.
Communication strategy
Birchbox is a grooming product based organization operating in the UK. The
organization has always utilized digital communication processes to develop effective
interactions with their target markets (Birchbox 2020). The major communication channels that
have been utilized by the organization are social media, online and promotional displays at malls
and other major public spaces. The brand has also utilized the various aspects that are connected
with the social media usages of the target market to present the brand more effectively to the
target market. Communications theory can be utilized to further develop the communications
strategy of the organization. The interactional model of communication can be more effective for
the organization in the future. The model is bi-directional and involves the sending and receiving
of message. This process helps in the effective presentation of the message. It is important that
Birchbox makes use of more effective social media marketing techniques. The social media
marketing and promotions can be effectively aligned with the e-commerce site of the company.
The medium is a very important part of the message. At times the media device itself embodies
the message that is sent. Hence, judicious use of the marketing media channels need to be used.
Moving forward, it is important that all the major channels are utilized to reach the right kind of
people. TV and Radio can be used periodically to improve the audience reach (Chamberlin and
Boks 2018.). Birchbox have to use a more effective audience reach strategy that runs on the line
of omnichannel marketing.
Marketing planning
Marketing planning is a very important part of Birchbox. The website based company has
utilized online marketing modes from the very beginning. Marketing planning of the
organization is based on the development of more value for the organization. The idea is to
provide the customers with an effective product value that focuses on the customizations that can
be made on the products. The website is currently a very important part of the marketing