Kogan Marketing Strategy Analysis

This assignment requires an analysis of Kogan's marketing strategy, with a particular emphasis on their utilization of social media platforms to reach different customer segments within Australia. The report should consider factors like demographics, behavior, and geographic location to determine the most effective platforms for Kogan's target audience.

Running head: DIGITAL MARKETING STRATEGIES
Analyzing and evaluating digital marketing strategies
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING STRATEGIES
Executive summary
This report deals with the reviewing of the brand kogan.com. Apart from the strengths, there
are also few weaknesses that have been pointed out. As found kogan is very popular among
in Australia, it is the trusted retailer online. It has always satisfied its customers with quicker
deliveries, competitive pricing and full refund. However, the market segmentation has also
been for the customers, the three segments chosen were geographical, demographic and
behavioral, and they are classified further based on their individual variables. Following these
the most used Kogan’s communication platform are found to be Facebook and Twitter.
Lastly, it was concluded that all social media will not going to work for all the segmented
customers.

2DIGITAL MARKETING STRATEGIES
Table of Contents
Introduction................................................................................................................................3
Application.................................................................................................................................3
Discussion..................................................................................................................................4
Identifying customers and dividing into key market segments..............................................4
Identifying and analyzing social media platforms for market segments and their access to
digital communication............................................................................................................5
Utility of the platforms by the chosen brand..........................................................................6
Not all social media platforms will work for all market segments........................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................8

3DIGITAL MARKETING STRATEGIES
Introduction
Digital marketing strategy is presently the only way for the business to grow and stay
ahead with the constant online customers and competitors. Thus, this channel strategy mainly
built on the objectives for the future online and offline contributions of the channel, having
knowledge about the customer channel behavior and the activities involved in the market
place, explain the customers and communicating with them the differences of the channel to
motivate them to use it. Lastly, it controls the channel integration (Chaffey and Bosomworth
2012).
Application
Kogan.com is the largest online departmental store in Australia. This website has an
excellent quality and range of products all are sorted and very easy to find in a time consumer
manner. The delivery is usually very quick and in many products, the delivery is free of cost,
which means no delivery charges are applicable for the products. The next essential part is
the packaging when the parcel arrives which is well packet. The website is very easy to
handle and thus, things are so organized on the home page that anyone can easily find out
what they want. The website is very quick with its refunds when the products are returned.
They also promote a superior after sales support to the customers. Thus, they have a very fast
online as well as offline services. Their products have always been of good standard for
which customers are always highly satisfied whenever they are shopping online from this
website. Kogan.com has excellent products at competitive pricing. However, it also has
certain limitations. Firstly, products that are in huge demand and customers are in need many
a times that particular product is out of stock. Then in the semi-remote areas in Australia, the
issue occurs with smart TV. Another major drawback is suppose customers are having certain

4DIGITAL MARKETING STRATEGIES
vouchers then at the time of purchasing the vouchers are not reminded to the customers,
instead its remains in the system. Moreover, the instructions for the products need to be little
elaborated (Vinning 2014)
Discussion
Identifying customers and dividing into key market segments
To identify the ideal customers is important for any business and however, to develop
the plan of an ideal customer and to target them is the how the business is enhanced. Thus, if
any three important market segments are to be considered for kogan.com then the consumers
are divided into behavioral, geographic and demographic. According to the geographical
segmentation, the customers that are targeted are of a particular area or the target is
broadening with audiences with various preferences based on the customer’s location. Thus
based on the geographic segmentation the customers are identified as those who uses the
seasonal products such as coats and sweaters or beachwear, which are geared up keeping
location in mind. Then local discounts or departmental stores wholesalers sells products that
are appealing to various geographic locations, certain food have their particular geographic
area like certain food are preferred more in few areas for instance U.S grits. Then, the
behavioral segmentation, which is based on how the targeted customers acts or behaves
towards a product. This is further classified by the customer’s loyalty, rate of usage and how
frequently the customers are buying a product. Lastly, the demographic segmentation divides
the customers under age, gender, income, occupation, religion, family size, race and
nationality (Wedel and Kamakura 2012).
Market segments are the oldest tricks of marketing that are followed by the
businesses. As the population is, growing and the preference for the customers are also

5DIGITAL MARKETING STRATEGIES
becoming wider, the competitions among the brands are also developing and thus product are
launched keeping in mind the customers’ needs. However, the needs of the customers can be
further classified and identified keeping in mind their needs, wants and demands. Thus,
kogan.com mainly attracts those customers who can behaviorally, geographically and
demographically segmented. However, this can be assumed from the customer’s reviews and
reputation that kogan holds. Kogan has fastest delivery, which means it keeps in mind the
area of delivery. Demographic segmentation is based because kogan keeps in mind that
younger population is more prone to gadgets and prefers shopping online. However, they
have offers for those customers who are loyal to their products which states that they focus on
behavioral segmentation (Wilkinson 2013).
Identifying and analyzing social media platforms for market segments and their access
to digital communication
Each organization has its targeted audience but segmentation may not be planned for
each social media successfully. Thus the important thing is that the retailers need to make
better alignment with the brand and social conversations that need to be thought-out and there
must be some meaningful connections with those customers who are actually loyal to the
brand. If the customers who are demographically segmented are to be considered then
Facebook is the market leader among other social networking sites and with an average of
1.15 billion users are found to use it daily. Gender wise females are more prone to using
Instagram in comparison to men, whereas, men are found to be more active in Linkedin than
women do. The age group of 18-29years is found to be more engaged in using the social
media. However, if the customers who are behaviorally segmented are to be considered it is
seen that 1.15 billion users in a month prefers facebook, followed by Google, Twitter,
Instagram, Pinterest and Reddit. Thus, social media users are always in a need to have an

6DIGITAL MARKETING STRATEGIES
active participation sites in order to use the media. The largest of any social media is
Facebook and so it is used by maximum of the customers (Ryan 2016).
However, loyal customers feel more connected to their favorite brand when they are
following them on Twitter. According to the search engine journal, it is said that marketers
prefer twitter, facebook and Google+. Lastly, those customers who are geographically
segmented are found to be using the social media more as they are based on the region, sixe
or city or town, the density of population and their climate. Here the customers are found to
be using more the Facebook, Twitter and Snapchat. Thus, organizations have observed from
few years now that they are growing enormously with customers who are active in digitital
communicative platforms. So while understanding the importance of digital platform
organizations have started to build their own platform for digital communication, which are
their business model and road to new markets (Chaffey, Smith and Smith 2013).
Utility of the platforms by the chosen brand
The chosen brand here is kogan.com and they also uses the digital communication
platform for their marketing strategy. Kogan always says that they listen to the social media
feedbacks and thus tries to improve themselves keeping and this definitely helps them in
monitoring the reputation of the brand and that of their competitions. Kogan’s advertisements
are mainly found in facebook and twitter. Facebook and twitter are the highly used social
media as far the statistics of the social engine survey and thus using these media lines are
definitely helping their business.
The order of priority for Kogan to use the social digital communication platforms
must be Facebook, Instagram, Snapchat, Linkedin, Twitter, Pinterest, Google plus. Thus
must be the order of priority that Kogan must use as from the statistics of social media in

7DIGITAL MARKETING STRATEGIES
Australia of 2017 it was seen that up to 1 million users uses the Facebook which is the
highest number in users than any other media. Only 60,000 monthly users are actively using
Google Plus so it must be the last in their list. However, approximately 65.8% of the total
population of Australia is active user of Facebook, which is definitely a huge number (Chen,
Hu and Wei 2017).
Not all social media platforms will work for all market segments
Market segmentations are basically done keeping in mind the age, gender, area of
residence, the customers loyalty towards the brand and thus it is very must evident that all
social medial platforms will not be same for all segmented customers. However, age seen
from statistics that those who fall in the age group of 18-29 years are more prone to get
attracted with the social media then the rest of the age groups. Men are more active to
Linkedin and E-mails or Google + if the gender is to be considered. However, according to
the geographic segmentations, people living in Australia are found to be more active users of
Facebook and Snapchat followed by the rest of the communication platforms. Then the
psychographic segmented customers prefer Facebook and Linkedin and Google +. Thus, all
social media will never work for all the market segments. Maximum of the time customers
are more than just their gender, age and location and so marketers need to understand their
behaviors and likings in order to attract their attention in social media and influence their
purchasing plans (May, Peetz and Strachan 2013).
Conclusion
To conclude this report, it can be said that Kogan.com has mainly been getting good
reviews for its competitive pricing, good delivery and packaging and quick refunds and so it
has been very popular among the Australian population. However, if the customer’s

8DIGITAL MARKETING STRATEGIES
segmentations are to be considered then the chosen one are geographic, behavioral and
demographic and based on them the digital commutation platforms are identified. Apart from
all the other Facebook and Twitter are found to be used by the Kogan brand.

9DIGITAL MARKETING STRATEGIES
References
Chaffey, D. and Bosomworth, D., 2012. Digital marketing strategy. Implementation and.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Chen, M., Hu, Q. and Wei, H., 2017. Interaction of after-sales service provider and contract
type in a supply chain. International Journal of Production Economics.
May, R., Peetz, D. and Strachan, G., 2013. The casual academic workforce and labour market
segmentation in Australia. Labour & Industry: a journal of the social and economic relations
of work, 23(3), pp.258-275.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Vinning, B., 2014. Forget physical property it's now all about ideas and intellectual
property. Government News, 34(4), p.551.
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and
methodological foundations (Vol. 8). Springer Science & Business Media.
Wilkinson, F. ed., 2013. The dynamics of labour market segmentation. Elsevier.