Strategic Instagram Marketing Plan for Comfy Mommy Maternity Brand

This report presents recommendations for Comfy Mommy, a maternity clothing business, to leverage Instagram for business promotion and growth. Recognizing a stagnation in customer base after initial success, the company aims to partner with a digital marketing agency, Prime Research, to create a strong online presence. The proposed plan involves launching an Instagram page to promote products, offer promotions, and target the right demographic of mothers and expectant mothers. The strategy focuses on rebuilding the brand image and customer base over the first six months through informative content and promotional offers, followed by the re-launch of their organic cosmetic line. The ultimate goal is to revitalize the business, increase sales, and establish a stronger foothold in the digital marketplace. Desklib provides a platform for students to access similar solved assignments and study resources.

RECOMMENDATIONS FOR USING INSTAGRAM TO PROMOTE BUSINESS
Recommendations for Using Instagram to Promote Business
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1RECOMMENDATIONS FOR USING INSTAGRAM FOR BUSINESS
Inter-Office Memo
Date: 12/6/2019
To: CEO of Prime Research
From: CEO of Comfy Mommy
Subject Matter: Using Instagram to Promote Business.
As seen from the current business scenario, promoting a business is one of the most important
factors which influence the amount of revenue that the company generates. Using the various
social media platforms to promote a business and increase the buyers is very popular in today’s
scenario. The name of our company is Comfy Mommy. We have been selling maternity clothes
for the past 5 years. Our company deals with the selling of maternity clothing. We have had a
consistent customer base since day one but now the company has plans to extend their
business and reach out to a lot more buyers, which is only possible through communicating with
people in the virtual world.
Details of the Company’s Plan
The company ‘Comfy Mommy’ was started in the year 2014, with only two 4 members including
the founder. The company is writing this memo to the digital marketing agency ‘Prime
Research’, so that together with ‘Comfy Mommy’ they can create a solid client base by
promoting the brand in social media platform. It can be seen from research that many
company’s use the platform of Instagram to promote their company or sell products directly
through Instagram (Ashley & Tuten, 2015). What the company is proposing is that ‘Prime
Research’, should work in co-ordination with the company and launch a page in Instagram,
through which they will not only promote the products but will also sell some items, give
promotional offers and make sure that the product reaches the right demographic population
(De Veirman, Cauberghe & Hudders, 2017). As can be seen from our product range, it only
focuses on mothers and expectant mothers, so the population demographic is already selected.
With a digital marketing agency working with the company, the company can make sure that it
reaches all the mothers and the would-be mothers.
New Plan to be Implemented
The customer base of the company rose during the first few years when the company first
started but in the last few years the growth has become stagnant (Gomme, Ravikumar &
Rupert, 2015). The company has been not able to expand because the customer base has
remained same and the efforts that were put to increase buyers such as giving discounts and
the new line of cosmetic products failed because it did not reach anyone. The existing customer
did buy stuff from the new line but that did not save the company from the loss it incurred. The
money that the company had to spend in the new line could not be recovered. Seeing this
condition, the company has decided to hire a digital marketing company to promote its products,
the company also intends to start its new line again through the platform of Instagram (Baltes,
2015). The new line mainly consisted of organic cosmetics that not only reduces the use of
synthetic raw materials but reduces the pollution that cosmetic industry causes (Napper et al.,
2015). These products were tested on animals and they were not very pricey also. The
company wants to re-start the cosmetic line through Instagram. The CEO of the company hopes
that with the partnership of ‘Prime research’ the company will be able to regain the platform they
created when they first started to sell their products.

2RECOMMENDATIONS FOR USING INSTAGRAM FOR BUSINESS
Plan of Action
When the company first opened its stores, it was a one of a kind store in the neighborhood and
everybody appreciated and acknowledged the fact that the company was offering something
that most of the other brands don’t think of. There are very few companies that solely depend on
the sale of maternity clothes or focuses on only mothers and expectant mothers (Ogle, Tyner &
Schofield-Tomschin, 2013). The idea of selling maternity clothes was new but slowly that initial
excitement faded and the business off the company stagnated. What the company intends to do
is for the first 6 months they would just focus on reaching out to the potential customers and
building a customer base, they would focus on only promoting their company for the first six
months and not sell anything, just give the potential buyers the information they need to know
about the company, the product that they sell and the what kinds of maternity wear the company
has. ‘Comfy Mommy’ started with the motto, that they want to make the lives of the mother and
expectant mothers better. Their sole focus was on the mothers and the kind of clothes that are
comfortable and easy to wear during pregnancy (Hunt, Ormerod & Jackson, 2019). The first few
months in Instagram the company will rebuild their image, their clothes and try to give
promotional offers so that the buyers are hooked onto their page and the sale increases. After
the first trial period, the company will re-launch their organic cosmetic line. By then the company
will hopefully have a strong customer base and when they again start selling their cosmetics,
there would be more people to buy it. This is how the company hopes to rebuild their business
and give it a new fervor.
Conclusion
The company would like to start their work with ‘Prime Research’ as soon as possible. The
company’s business has stagnated and with their presence in the digital world, they hope it give
their business a new start. The focus of the company at present is to make sure that their sale
increases and that their business gets a new fervor.

3RECOMMENDATIONS FOR USING INSTAGRAM FOR BUSINESS
References
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Gomme, P., Ravikumar, B., & Rupert, P. (2015). Secular stagnation and returns on capital.
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