Digital Marketing Communications Analysis: Birchbox Case Study Report

This report analyzes the marketing communications of Birchbox, a UK-based grooming brand. It examines their current digital communication strategies, including social media and online promotions, and explores the application of communication theories. The report delves into marketing planning, emphasizing the importance of customer value and omnichannel marketing. It reviews Birchbox's segmentation, targeting, and positioning (STP) strategy, focusing on millennials and personalized product offerings. The analysis covers the marketing mix (4Ps), advertising, and PR, suggesting improvements to reach wider audiences. The report highlights the importance of optimizing the marketing mix, advertising messages, and PR efforts to enhance customer engagement and expand the customer base. It concludes with recommendations for Birchbox to optimize their marketing strategies for future growth and market share.

Running head: MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS: BIRCHBOX CASE STUDY
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATIONS
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

2MARKETING COMMUNICATIONS
functions that are currently utilized by the organization. The consumption pattern of the target
customers are presently given much importance in developing the marketing communications.
Hence, in accordance with the products that are provided to the customers, individualism is much
importantly considered by the organization. The marketing is done on the lines of the rival
grooming products. However, the idea of a more flexible line of products is projected through
the marketing functions of the organization (Clow 2016).
The marketing function that needs to be established henceforward, should consider
factors like omnichannel marketing. This is important as the same message needs to be
reinforced and optimized through various channels. This would inevitably improve the
performances of the product concerning reaching the right kind of audiences. It needs to be
mentioned that presently, the market of Birchbox is still restricted to certain niche buyers.
However, it is important that more product variations are done to lure more interested target
audiences. Hence, subsequent effective marketing techniques need to be utilized to create a more
effective product value for Birchbox.
Segmentation, Targeting and Positioning
STP strategy is very important for Birchbox. The company needs to target some specific
customers and market their products effectively to them. The current segmentation strategy of
the organization is focused towards the millennials. This strategy is important as the millennials
are focused towards grooming themselves a bit differently than the traditional customers of
grooming products. At the same time it is important presently to focus on the customers that are
more individualistic. The age group between 25 and 35 years are very important for the
organization at this time. The targeting process that Birchbox utilizes is reaching the target
customers upfront and creating value for them that is focused on personal care. Social media is
extensively used by the organization to reach out to the potential customers. Social media
interaction of the customers are considered for the marketing process (Keegan 2017). Customers
that are more self-focused and want to accept their skin and body as it is despite their grooming
requirements are given more importance. The product is positioned as a personalized product
that is made to order tor the customers. Hence, the positioning is done mostly online. The
customers can personalize their grooming products by filling out a form and registering their
profiles. They have the product delivered to them at their doorstep. The idea is to make the
product as convenient as possible for the buyers. This is done through the effective utilization of
the personal inclinations of the buyers. The positioning needs to be made slightly better.
Communication and marketing mix
The communication process that is implemented in the organization needs to be aligned
with the marketing mix that is to be utilized by the company henceforward. It is important that
the communication aspects are improved in order to develop the prospects of realizing the
potential of the marketing mix. Marketing mix depends on the 4Ps. These are product, pricing,
placement and promotions. These are the most important factors that are need to be continuously
improved as part of the marketing functions. Presently, the product provided by Birchbox is a
customizable solution to grooming needs of the customers (Payne, Peltier and Barger 2017). A

3MARKETING COMMUNICATIONS
mix of different brands as per the customized requirements of the customers, are delivered to the
houses of the customers. The pricing is kept slightly higher as the customized products from the
various brands can be expensive. The placement of the product is among millennials and
working women. This helps the product to be effectively placed. The promotion of the product is
done effectively through the online channels. Customer interactions are done almost entirely
online.
There is a need to develop strategies through which, newer customers can enter the
company. Therefore, there is a need to optimize the potential of the organization in reaching
newer customers. The product can be improved to attract younger customers. The product can be
made more pocket friendly for the younger customers. The placement needs to be done more
effectively through social media sites like Facebook and Twitter. Promotions need to take place
through even more channels than before. This would improve the market performance value of
the product through the effective exploration of the emerging markets.
Advertising and PR
The message needs to be optimized to include the younger target markets. Advertising
needs to take place through omnichannels. Hence, the same message needs to be provided to the
customers over various different mediums. It is important that the value of the product is kept
intact. Hence, the product needs to be marketed again. In regards to the same it is more important
that the product is marketed at the right places. The development of the products need to be done
subsequently. Grooming brands that are more popular among people in their 20s need to be
given more preference. The present message that is used by the company for advertising purpose
is ‘monthly box of you-time’ (Birchbox 2020). This message needs to be modified in accordance
of the newer customers that the organization wants to induce. Hence, a message like ‘you-time
for all’ can be appropriately used. Moving forward the PR process becomes very important.
Hence, it is important that proper public relations are maintained. The company needs to do this
through audience engagement programmes at malls and other public places. Moreover, it is
important that online PR campaigns are formed to reach out to the target customers. Various
social causes related to beauty and grooming can be projected.
Conclusion
Birchbox have been able to be successful in gaining a fair share of the market in a short
amount of time. However, it becomes important that the company takes more effective steps
towards garnering a larger customer base. It is very much important that the organization
considers some effective methods to optimize their products. The marketing mix needs to be
optimized further to develop a more effective audience reach and audience interaction
environment.

4MARKETING COMMUNICATIONS
References
Chamberlin, L. and Boks, C., 2018. Marketing approaches for a circular economy: Using design
frameworks to interpret online communications. Sustainability, 10(6), p.2070.
Clow, K.E., 2016. Integrated advertising, promotion, and marketing communications. Pearson
Education India.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Monthly Beauty and Grooming Subscription Boxes | Birchbox (2020). Available at:
https://www.birchbox.com/ (Accessed: 28 February 2020).
Payne, E.M., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in Interactive
Marketing.