Birchbox Digital Media Communication Plan: Marketing Strategies

This report presents a comprehensive digital media communication plan for Birchbox, a beauty and grooming company. It begins with an introduction to the importance of marketing in business success, followed by an analysis of the AIDA model and its application to consumer behavior. The report o...Read More

Running head: DIGITAL MEDIA COMMUNICATIONS PLAN
DIGITAL MEDIA COMMUNICATIONS PLAN
Student’s Name
University Name
Author note

1DIGITAL MEDIA COMMUNICATIONS PLAN
Introduction
Marketing is considered to be one of the most vital elements for the overall success and
profitability of the business organization. Birchbox is a beauty and grooming business
organization having a global presence. The business organization provides highly personalized
makeup kits, hair care, skin care products, and sample for both men and female. They also
provide delivery to the doorstep of the consumers thereby gaining them a competitive advantage.
However, Birchbox plans to expand its operations and reach to its new target segments while
retaining the old customers. The purpose of this report is to conduct a marketing communications
plan for Birchbox.
Discussion and analysis
Communications theory
Marketing communication is considered to be one of the most essential marketing strategies of
any business organization. The AIDA model of communication identifies various stages of a
buying procedures of a consumer based on which the organizations can implement strategies to
attract the customers (Angell and Kraemer 2019).
Attention – This is a stage in which the consumers are generally attracted to the product or
service offered by the customers (Chaffey and Ellis-Chadwick 2019). At this stage, the marketers
must take initiative to attract the consumers by making them aware of the products presence in
the market.

2DIGITAL MEDIA COMMUNICATIONS PLAN
Interest – In this stage, the consumers tend to gain more information about the product. Hence,
the marketers must evoke interest by informing them about the unique features and
characteristics as well as the benefits of the products to the customers.
Desire – In this stage, the consumers compare the products with the competitors products, they
research on the products or services. Hence, at this stage, the marketers must evoke desire by
providing offers and discounts or free gifts to create a sense of urgency among the consumers
(Chaffey and Ellis-Chadwick 2019). This will enable the business organization to generate desire
among the consumers.
Action – This is the final stage of a consumer purchasing behavior when they finally decide to
purchase the products. The marketers must ensure that they are provided with after sale service
to retain the customers and make them loyal to the business organization’s products and services
(Confos and Davis 2016).
Marketing planning
Birchbox – The mission of Birchbox is to reach to the new segment customers and retain
existing customers of the business organization. The company plans to expand its operations to
the new target segments.
Goals and objectives of marketing
Increase sales – The marketing must take steps to increase the sales and profitability of the
business organization.

3DIGITAL MEDIA COMMUNICATIONS PLAN
Increasing visibility – The Company must aim to increase the visibility of the business
organization among its target audience in order to ensure sales (Crittenden and Crittenden 2015).
Target new customers – In order to expand the operations of the company among new consumer
segments, the marketers need to target new customers.
Retain existing customers – The Company must take steps to retain existing customers in the
business organization by enhancing customer relationships.
Marketing strategies
Birchbox must focus on digital mode of communication to reach to its target customers. Digital
media marketing strategies such as social media marketing, content marketing, affiliate
marketing will be taken into consideration to increase its visibility among the target consumer
segment and gain new customers (Felix, Rauschnabel and Hinsch 2017).
Segmentation, targeting and positioning
Target customers
Birchbox will be targeting the young consumers as well as the middle age consumers
who are able to afford the beauty and skin care products and services. The wide range of beauty
and skin care products and services will be marketed to the young consumers and the middle
aged customers (Kapitan and Silvera 2016). This segment of customers is passionate about
beauty products as they are most conscious about their beauty and appearances, as well as the
consumers who are conscious about their well being (Keegan and Rowley 2016).

4DIGITAL MEDIA COMMUNICATIONS PLAN
Segmentation
Demographic segmentation – The Company will be targeted the youth generation of the country
between the ages of 18 years to 40 years of age. It targets both men and women. It targets the
young consumers who prefer using beauty products and services to enhance their appearance
(Opreana and Vinerean 2015).
Psychographic segmentation – It targets the consumers having high values and the youths
focusing on different beauty products. Quality of the products and services of the business
organization are one of the most important criteria for the young consumers. The young
consumers are highly conscious about their appearance and their beauty (Yasmin, Tasneem and
Fatema 2015). There are many consumers in the market, especially the young consumers, who
are highly conscious about their personal wellness and hygiene (Stephen 2016). The beauty
products and services offered by Birchbox might help these consumers to cater to their particular
needs and preferences.
Behavioral segmentation – It targets the consumers facing different issues concerning their hair
and skin. They might look for beauty and other hair care and skin care products and services.
Hence, the consumers who face such beauty issues might face such issues (Yasmin, Tasneem
and Fatema 2015).
Geographic segmentation – Birchbox will be focusing on important regions of UK. The beauty
and skin care products and services offered by the business organization will be distributed in
different regions of UK.

5DIGITAL MEDIA COMMUNICATIONS PLAN
Positioning
The pricing strategy of the business organization will be used to position the products and
services among the targeted consumers (Confos and Davis 2016). Birchbox will be
implementing a price-quality approach to offer various range of products and services to the
consumers. Penetration pricing policy and high quality products and services will be
implemented.
Marketing mix
Products –
The products offered by Birchbox can be categorized as follows:
Skin care products
Makeup products
Fragrance products
Beauty accessories
Hair care products for both men and women
Price –
High quality products are to be offered at a comparatively lower price. The company will be
focusing on competitive pricing policy as compared to other competitor products in the market
(Confos and Davis 2016). The prices of the beauty products vary with affordable pricing for the
target market segmentation.
Place –
The company will be focusing on distributing the products and services to other retail stores and
departmental stores. Birchbox will also distribute its products and services directly from its

6DIGITAL MEDIA COMMUNICATIONS PLAN
websites ‘www. Birchbox.co.uk’. The ordered products and services will be directly delivered to
the customers to their doorstep.
Promotion -
Digital media marketing strategy and polices will be taken into consideration to promote the
products and services to the target customers. Digital media marketing strategies such as affiliate
marketing, search engine optimization, content marketing, and social media marketing strategies
will be taken into consideration to promote its products and services among the target group of
consumers (Angell and Kraemer 2019).
Advertising/PR
Affiliate marketing – The affiliates can earn commission for marketing the products and services
offered by Birchbox. The affiliates will promote the product and earn a piece of profit from each
sale. The sales will be tracked via affiliate links from the websites (Chaffey and Ellis-Chadwick
2019). This will enable Birchbox to leverage the skills and ability of different parties and ensure
an effective marketing strategy. The affiliate marketers might refer the products and services
offered by the business organization by sharing social media platforms, websites, and blogs
(Confos and Davis 2016).
Search engine optimization SEO – It involves increasing the quality of the content and the
quantity of a webpage. The company will be hiring a SEO expert to improve the unpaid the
search results to increase visibility among the targeted consumers (Felix, Rauschnabel and
Hinsch 2017). Search engine optimization involves visibility of the WebPages on the first page
of the SERP (search engine result page). Optimizing the website and webpage of the business

7DIGITAL MEDIA COMMUNICATIONS PLAN
organization, the marketer might include images, video and conduct key word research to
increase its visibility on the search engine result page (Keegan and Rowley 2016).
Content marketing – Content marketing involves optimizing the quality of the content on the
WebPages and the websites. It involves proving relevant information about the offered products
and services of the business organization (Opreana and Vinerean 2015). It must be ensured that
the quality of the content is valuable, attractive, and useful for the consumers. It must include
detailed information about the beauty and skin care products. The content provided in the
websites and WebPages are highly essential for marketing the products and services.
Traditional marketing – The traditional marketing methods may not be that effective in a highly
digitalized business environment, where majority of the consumers research online, and gain
information from the digital advertisements (Keegan and Rowley 2016). Moreover, traditional
forms of advertising such as Print media, broadcasting, and television commercials are relatively
expenditure and require huge investment. The expensive form of communication may not be
implemented as it requires huge investment and is ineffective considering the targeted audience
(Lobstein et al. 2017).
Conclusion
The overall marketing goal and objective of the business organization is to attract new
customer segment groups and to retain existing customers of the business organization. The
marketers of the business organization will be focusing on the young consumer groups who are
passionate about beauty products and the consumers who are highly conscious about the
appearance and beauty. The report has provides the marketing mix strategies, target market
segmentation and positioning strategy of business organizations.

8DIGITAL MEDIA COMMUNICATIONS PLAN
References
Angell, R.L. and Kraemer, J.R., 2019. International Business Machines Corp, 2017. Providing
customized digital media marketing content directly to a customer. U.S. Patent 9,626,684.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Crittenden, V. and Crittenden, W., 2015. Digital and social media marketing in business
education: Implications for the marketing curriculum.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Kapitan, S. and Silvera, D.H., 2016. From digital media influencers to celebrity endorsers:
attributions drive endorser effectiveness. Marketing Letters, 27(3), pp.553-567.
Keegan, B.J. and Rowley, J., 2016. Evaluation and decision-making in social media
marketing. Management Decision.
Lobstein, T., Landon, J., Thornton, N. and Jernigan, D., 2017. The commercial use of digital
media to market alcohol products: a narrative review. Addiction, 112, pp.21-27.
Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital
inbound marketing. Expert Journal of Marketing, 3(1).
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.

9DIGITAL MEDIA COMMUNICATIONS PLAN
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and Business
Administration, 1(5), pp.69-80.