MKTG1415 Digital Marketing Report: The Bronze Snake Analysis

This report provides an analysis of the digital marketing strategies employed by The Bronze Snake, a Melbourne-based SME in the fashion retail industry. The report begins with an executive summary and an overview of the company, including its existing marketing strategies across product, price, promotion, and place. A critical analysis of current digital trends, such as AI, chatbots, programmatic advertising, personalized approaches, influencer marketing, and social media messaging, is then presented. The report also describes the key areas of impact in digital marketing over the next two years, focusing on the integration of AI, reduced delivery times, and personalized customer assistance. Based on these analyses, recommendations are made for The Bronze Snake, including collaboration with influencers and the development of its own audiovisual platform. An action plan is included to improve customer relations and e-commerce strategies.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author’s note

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Executive summary
The purpose of this assignment is to understand the trends in the digital marketing sector that is
prevalent in the Australian Society. The organisation that is being used to write the report is a
popular SME from Melbourne called The Bronze Snake. The company is established was 2006,
and since then the organisation has achieved significant prominence. The Bronze Snake operates
in the fashion retail industry and has prominence in brick and mortar as well as online presence.
The recommendation is being provided in are associated with the objective of building a better
customer relation.

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Overview of the company..........................................................................................................3
2.1 Existing marketing strategies of the company.......................................................................4
3.0 Critical analysis of current digital trends and activities in the microenvironment....................6
4.0 Description of the key areas of impact in two years..................................................................7
5.0 Recommendation for the company............................................................................................8
6.0 Action plan & summary.............................................................................................................9
7.0 Reference list:..........................................................................................................................11

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1.0 Introduction
A company that operates on any objectives has a number of functions to perform in order
to achieve these objectives. One such function is marketing it is the process by which the
company remains connected to the customers (Ryan 2016). There are a number of divisions in
the marketing department which is explained in the concept of marketing mix. The four Ps are
the most important aspect of marketing strategy that a company can undertake. These Ps are:
Product, Price, Promotion and Place (Royle and Laing 2014). Furthermore with research
scholars have developed an extension of three more factors in the mix, these are: physical
evidence, people and process. Promotion mix is the area of focus for this report especially digital
marketing. Digital Marketing is a contemporary from of reaching out to the customers with the
help of advanced information and communication technology (Ryan 2016).
2.0 Overview of the company
The organisation that is being focused upon in the report is The Bronze Snake. It is an
SME based in Melbourne, Australia and has stores also in New Zealand. The company operates
in the retail industry and has eight stores in these countries. The focus of the company is to
provide the customers with best quality products within the most affordable price. Customer
service is also one of the prime objectives of The Bronze Snake. The owners of the company are
David Strangis and Anthony Sacco. The revenue of the company as per 2015 is $8.85 million
and the growth rate is calculated to be 468.17% (Bronzesnake.com 2018). The company also has
a strong foothold in the e-commerce sector, there is a website where the customers can visit and
place their order (Bronzesnake.com 2018).

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2.1 Existing marketing strategies of the company
The marketing mix of The Bronze Snake will help in analyzing the marketing strategies:
Product: The company retails garments and other fashion accessories, the products that the
company keeps are trendy, the management of the company refreshes the stock as the trends
keep changing and this is the reason for the company to not have a mass production. The
company offers an array of options for the customers ranging from garments to fashion
accessories like sunglasses, bags etc. All the products are in trend and cater to both men and
women customers along with kids. The focus of the designs is that they are trendy yet they are
minimalistic and casual in nature. The drop crotch jeans are what made the company popular
among the fashion enthusiasts and popularized the Startup venture. Apart from that the company
focuses on Customer service and calls their strategy to handle customer services as “Old School”
as they help the customers have a good experience at the store (Bronzesnake.com 2018).
Price: The management ensures that the price range is affordable. The men’s shirt options
begin from $49.00 AUD and goes up to $69.00 AUD (Bronzesnake.com 2018). The prices of the
products vary depending upon the material of the product as well as the style. The company has
fresh products filling the shelves on a weekly basis but that does not impact the way the products
are priced. The strategy is to have a competitive pricing yet having the range on the lower end.
Promotion: In the promotional mix the company utilizes the platform of social media in order to
reach out to the customers. The target market of the company is people who are young and thus
are well connected to the social media platforms. Facebook and Instagram are the two mostly
widely used platforms by the company to promote the products. Both these platforms are used to
showcase the collection; people can visit the website with the help of the link and redirection

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from these social media websites. Not only that the company also has paid promotion with
Facebook where the platform advertises the page of The Bronze Snake to the potential target
customers based on their searches and following the trails of their activities on the portal.
Traditional media is also a part of the promotion mix where the company uses print media to
reach out to the local people (Bronzesnake.com 2018).
Place: The company has eight brick and mortar stores in Australia and New Zealand. In
Australia the stores are located in Brisbane, Sydney, Adelaide, Melbourne, Perth and in New
Zealand the store is located in Auckland. The company understands the reach of E-commerce
and thus has a strong online presence; they also have an option where the customers can order
the items with the help of messaging in the Instagram platform. The owners of the Bronze Snake
view the digital space as a major source with which they can achieve the objectives of the
business. The company has an e-commerce platform that lists a number of products for the
customers to choose from. This increases the geographical limitation of the company from eight
store vicinity to the entire region. The layout of the website is user friendly and the prices of the
products are also affordable. The company also ensures that the customer service on this front is
also top notch (Bronzesnake.com 2018). The Bronze Snake has a policy of free express Shipping
and they also offer free next day shipping on all the order irrespective of the price point. And on
the Instagram profile the company has a number of ensembles where people can easily follow
and place an order. The ID is “bronzesnakeshop”, the description has the details of the dress and
the link to the e-commerce website where the customers are redirected and they can place an
order there (Bronzesnake.com 2018).

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3.0 Critical analysis of current digital trends and activities in the microenvironment
The company operates in the fashion retail industry and has gained popularity in the
Australian as well as New Zealand market. Some the digital marketing trends that are popular in
the industry are:
The use of artificial intelligence is a major trend in the microenvironment, and there will
be furthermore innovations in this platform (Olson and Levy 2018). One of the trends using this
platform is the Chatbots, it is the process where customers can chat or converse via text
messages with the service provider (Royle and Laing 2014). This is a way by which the company
can ensure that the service is provided on a 24*7 basis. Another trend is programmatic
advertising this is also using the AI platform the buying of ads is automated making the target
audience more specialized. The outcome of this targeted marketing strategy helps the company’s
marketing objective to reach out to more target market. The process also reduces the customer
acquisition costs (Key 2017).
Personalized approach is another trend in the digital marketing field. The customers
should have the feeling of being approached by the company on a personal level; this not only
helps the company to establish a valuable relation with the customers Sudha and Sheena (2017).
Audiovisual elements in digital marketing, the texts and gif are some of the old trends in
the market, the customers like watching a quick look book or a tutorial instead of reading text
messages in .jpeg format.
Bloggers and vloggers are now known as influencers, who specializes in their area of
interest and there are a number of people who listen to these influencers and choose to buy or not
to buy products or services (Ishfaq et al. 2017). According to Sudha and Sheena (2017), there are

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tech influencers, beauty and lifestyle influencers, Food influencers etc. A number of companies
collaborate with these people to talk about their products and service or use their products first
and then review them. These reviews and collaboration are sometimes paid as well as there is
unpaid assistance as well. Youtube is a platform that has recently been used by a number of
vloggers to review products and services, these influences have significant followers and based
on the target market the company can choose to collaborate with these people (Wright 2017).
Social media also provides a platform for the people to message and text the customers;
these social messaging applications help the customers. This is another medium with the help of
which companies can reach out to the target market and understand their needs and requirements,
so that they can develop the products or services accordingly.
4.0 Description of the key areas of impact in two years
Following the trends that are prevalent in the digital marketing space, the industry will
take the help of AI in the process of marketing. The retail industry is incorporating advanced
technology in the process of making the purchase easier for the customers, for example the
concept of Amazon Go developed by Amazon Inc. The idea of going cashless has been
incorporated by digitalization of money transfer with the help of cards etc. The area of focus now
is on removing the queue from purchasing the products, people need to walk in to the store and
walk out without the hassle of standing in a line to generate the bill and then proceed to payment
etc (Key 2017).
Another feature in the digital marketing aspect that will gain attention in the next two
years is the reduction of the time of delivery, for the e-commerce platform the companies are
trying to reduce the time of delivery as much as possible. The customers do not want to wait for

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their products, they want it delivered in the minimal time and because the delivery partners are
an integral part of the process of E-commerce, companies should focus on the customer care and
support in this segment as well. There are a number of issues with shipments and the package not
being able to reach the customer on the designated time (Krasnov et al. 2018). The technology of
providing personal assistance will be of importance to the company in the next two years. In
order to reduce the issues and challenges in the delivery system the company can incorporate
personalized messages according to the order and the status of the order. This is being done by a
number of e-commerce platforms (Roy et al. 2017).
5.0 Recommendation for the company
The bronze snake is a company that targets the age group of 18-35; the idea of the
company is to provide the customers with trendy, simple, minimalistic fashion garments and
accessories at an affordable rate. Some of the recommendations are in sync with the above stated
trends:
Collaboration with the influences, this is a massive trend in the lifestyle industry and has a
significant impact among the target market. The company can collaborate with vloggers like
Cartia Mallan and Chole Morello.
The company should invest in their own audiovisual platform in order to showcase their look
books, these videos can be used in Facebook, Instagram and also can be uploaded in YouTube.
Look Books are a popular trend among the lifestyle bloggers and the target market enjoy
watching it also engages them (Kannan 2017).
Mobile marketing is something that the company should focus upon as 77 percent of the
Australian population does not leave without using a mobile phone. This will help the company

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to have a more personal approach to their marketing strategies. The company can use mobile
marketing to start a loyalty program as well (Almeida-Santana and Moreno-Gil 2017).
6.0 Action plan & summary
Objectives Marketing activities
proposed
Time period Budget Expected outcome
To be in sync
with the trends
of the digital
marketing trends
Invest in the
production of
Audiovisual content
which can be used
as advertisements
on the social media
websites.
1 financial year 10000 AUD Improved number
of followers in the
social media circle
To collaborate
with the
influencers and
engage the
customers
The management of
the marketing team
has to contact the
managers of the
influencers. The
two influencers that
are chosen are
Cartia Mallan and
Chole Morello, both
of them are female
but has a significant
male flowers as
Three months 5000 AUD Engaged the
customers with the
designs that the
company has to
offer and in turn
make them
interested to used
the products of the
brand

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well.
To develop a
valuable relation
with the
customers
The company will
invest on mobile
marketing where
the customers will
be sending
personalized
messages.
1 financial year 10000 AUD To increase the
number of loyal
customers.
The objective of the digital marketing plan is for one financial year and the company is
focused on the outreach of the message, and thus is depending on the strategies which will not
only improve the popularity but will also help in gaining loyal customers.

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7.0 Reference list:
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their
influence on destination loyalty: Digital destinations and relationship marketing. Journal of
destination marketing & management, 6(2), pp.150-161.
Bronzesnake.com., 2018. About Us - Bronzesnake. [online] Business of Apps. Available at:
https://bronzesnake.com/about-us [Accessed 1 Oct. 2018].
Ishfaq, U., Khan, H.U. and Iqbal, K., 2017. Identifying the Influential Bloggers: A modular
approach based on Sentiment Analysis. J. Web Eng., 16(5&6), pp.505-523.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Krasnov, A., Nikonorov, V. and Yanenko, M., 2018. Digital platforms based marketing
innovations: new development trends. In SHS Web of Conferences (Vol. 44, p. 00049).
Marinchak, C.L.M., Forrest, E. and Hoanca, B., 2018. The Impact of Artificial Intelligence and
Virtual Personal Assistants on Marketing. In Encyclopedia of Information Science and
Technology, Fourth Edition (pp. 5748-5756).
Olson, C. and Levy, J., 2018. Transforming marketing with artificial intelligence. Applied
Marketing Analytics, 3(4), pp.291-297.