Digital Business and Marketing Report: Valiant Lingerie Campaign

This report provides a detailed analysis of the marketing campaign of Valiant Lingerie, a London-based company specializing in post-surgery lingerie. It begins with an introduction to marketing principles and the company's mission, followed by a justification of the chosen strategies. The report discusses the application of the Ansoff matrix, STP (Segmentation, Targeting, Positioning), and the marketing mix to enhance the campaign's effectiveness. It explores the importance of market penetration, customer segmentation, brand positioning, and digital marketing techniques, including social media and email campaigns. The report also includes a reflection on teamwork, individual skill development (research and presentation skills), and employability skills such as self-management, problem-solving, and communication. Finally, it concludes with a self-reflection on the skills developed during the assessment and areas for future improvement. The report emphasizes the importance of understanding the target audience and utilizing appropriate marketing models and theories for business success.

Digital Business and
Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Justification.............................................................................................................................3
Reflection...............................................................................................................................5
Self-reflection.........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.................................................................................................................9

INTRODUCTION
Marketing can be defined as the actions that are used by business organisation to promote
and sells the products and services. The business organisation uses principles of marketing in
order to create effective brand image. At the present time, the use of digital marketing is
enhancing and there is need of adopting latest trend in order to compete in market (Palmatier and
Crecelius, 2019). This report is based on marketing campaign of Valiant Lingerie. It is a London
based organisation that serves the post-surgery lingerie for the women so that they are
comfortable and confident. The company was founded by Eleanor Howie in 2020 to solve the
problem of women post-surgery. In this report, there is discussion related to justification of the
project and the use of strategies to attain success of campaign. Afterwards, there is reflection
regarding the skills and developed and the improvements made by group are also mentioned.
MAIN BODY
Justification
The project campaign was about Valiant Lingerie and the strategy used by the company.
There is key role of understanding the mission statement of the company in order to select best
strategies for them. The mission of Valiant lingerie is to design lingerie that will help the women
who have undertaken surgery. They are designed to provide support to them and make them feel
comfortable. The use of SMART goals is being done to enhance the performance of the
campaign (Hopkins and et.al., 2021). The use of all these goals help the company to achieve
success and enhance their operations. To attain the aims and objectives there is need of setting
such objectives that are attainable by the company. There objectives are to serve the
requirements of customer’s post-surgery and making them confident so that they are able to
manage their working. They will also work on monitoring the performance of the company in
order to check their performance. It is evaluated that the company must keep on monitoring their
performance in order to gain lead over others in market. It is necessary to follow the aims and
objectives.
It is analysed that Ansoff matrix helps the organisation to know about the strategies that
will make the company to do strategic planning that will help the company to devise strategy for
future. It includes various options for the business organisation that will help the to attain
successful position in future (Tuten, 2019). The business organisations must analyse the different

strategies that are under Ansoff matrix are market penetration, product development,
diversification, market development. Valiant Lingerie is in the initial phase of business and there
is need of market penetration strategy so that they are able to carry on the working effectively.
They will be able to create effective position in the market. The use of proper advertising and
market promotional strategies are necessary for the success of company. It helps to enhance the
loyal customers for the firm. The use of such strategy enhance the brand awareness and attracts
the customers for benefit of the overall brand.
The next important theory used is STP. It helps the company to know about their target
customers. The size of market is huge and it is not possible to serve the needs of all the
customers. The business organisation must know about the target customers according to their
demands (Chakrabarty, 2018). The segments must be analysed and their characteristics must be
checked so that the company is able to provide best to the customers. In relation to Valiant
Lingerie, they have analysed the preferences of the population and then decided to serve the
women who went through breast cancer surgeries and mastectomy. Their aim is to provide them
effective life after the surgery in which they are able to feel confident. Valiant Lingerie provides
best to the customers that satisfy their demands. There is key role of positioning in success of the
business. Positioning creates an image of the brand in the mind of customers. All the business
organisations must create positive image of the company in the mind of customers. They have set
the position of providing best quality products to the customers. It is necessary for them to focus
of the needs of customers and providing them effective and sustainable products (Nosalska and
Mazurek, 2019). There is need of gaining effective image in market so that they are able to retain
the customers.
At the same time, the use of marketing mix helps the company to enhance marketing
strategy used by the company. The quality of the product must be enhanced and the same will
help the company to get high sales. Valiant Lingerie deals in unique products that will help to get
effective image in market. The use of proper pricing strategy helps the business organisation to
attain success. They have set the prices according to the value being provided by their product.
The use of proper promotional channels will be done by Valiant Lingerie as it makes their
presence effective in the market. The use of social media campaign at this time enhance the
awareness and is cost friendly (Swanson, 2019). It is important to use latest technology and
digital marketing to reach more customers help them business. The use of email campaigns helps

them to target the customers effectively. The use right performance management strategy makes
the business successful and reach the customers successfully. The use of online delivery is also
done by the company. Also they are providing the return policy so that the customers become
loyal for the company. It is analysed that all the important models are used by the company is
order analyse best marketing practices for the company (Jobber and Ellis-Chadwick, 2019). It is
used by the company to manage the working in such a manner that there perform effectively.
The best way is to analyse the situation of market so that the company is able to serve the needs
of customers. The proposal is made by using best available methods and theories that will make
the business successful. There is requirement of using such principles of marketing for the
benefit of the business. The best strategies and platforms are used by Valiant Lingerie as it is
necessary for growth and success of the business. The problem of the women after surgery is
being solved by the Valiant Lingerie. They are willing to provide such lingerie to the customers
that make them feel confident and is comfortable for them.
Reflection
Team can be defined as group of people who work together on common objective of team.
It is necessary for the team members to cooperate with each other and complete the work
(Harini, 2020). The marks are awarded to the team and efforts of all the members play critical
role.
Team work is the ability of completing the work assigned to team. There is need of
completing the work effectively by coordinating with the team members so that assigned work
can be completed on right time. There are several advantages and disadvantages of working in
team and they are discussed as follows:
Advantages
 There are different members in team and give good ideas. It is seen that to carry on an
activity there is need of different view point. The problems can also be solved effectively
if all the team members give different suggestions.
 The productivity of the individual members also enhances at the time of working in team.
The team members will work together are motivated to carry on the activity. All the
employees motivate each other and are able to carry on the work effectively.

 The tasks can be carried on properly. If one person in the team is unable to carry on a
particular task, then the other one can help. There are friendly relations among the team
members that help them to attain the overall objectives effectively.
Drawbacks
 There are more chances of conflict when the individuals have to work in team. All the
individuals provide different points and due to this reason the chances of conflicts among
them rise.
 The process of decision making becomes time taking. Consulting all the team members
become important and it takes time to take right actions.
 The schedules and team meeting takes time due to availability of the all the team
members. It is necessary to include all the members in team meetings so that goals and
objectives are attained.
After taking the feedback it is analysed that the team can work effectively if the work is
divided. We were unable to manage the working just because there was lack of leadership in our
team. By getting the feedback we have analysed that by setting that lines we could have
completed the work effectively and on right time (Charif and Ferhat, 2018). There is need of
using effective images in the PowerPoint presentation as it makes it more creative and the person
reading the same as able to understand better. There is requirement of using bullet points in small
statements to enhance the reader understanding. In future I will use the same advice and
complete the work better.
To get a good job there is requirement of employability skills. These skills play a major role
in getting a good job and then completing the work there. All these skills necessary for an
individual to manage the work life balance. Self management skills can be defined as the ability
to manage own work and the work assigned. A person having self management skills able to
create a balance between personal and professional life. The management skills are required to
work in team and overall working. At same time there is key role of problems solving skills in
job. There are certain conflicts that arise among the working in environment and why having
effective problem solving skills one is able to come out of the problem. The problem is solving
skills also help to solve the problem of other colleagues or team members so that the work can be
completed smoothly.

Communication skills are the most required skills to get a good job. First of all, to clear the
interview there is requirement of smooth communication skills in order to get the job. These
skills are required to relation with others at the workplace and make network. For the day today
work there is requirement of effective communication skills so that everyone is able to
understand and interact (Woodham, 2018). There is regular change seen in the technology. In
today's time there is requirement of effective information technology skills to work properly.
This is skills necessary to manage the work with latest software’s and carry on the work
properly. It helps to create brand image of the company and manage their own working properly.
There is requirement of critical thinking skills in order to manage a situation and understand it
better. The use of all such skills is necessary to analyse the situation. The use of critical thinking
skills is necessary to examine the situation and come out of the same. By having all these skills, a
person is able to get a good job and manage the work at job. Empathy is also necessary to work
as it will help to understand the perspective of others as well. This is necessary for the working at
organisation and to manage work. An individual must work according to these skills as they help
to enhance their working.
Self-reflection
At the time of doing this assessment there is development of certain skills. By carrying the
work in effective manner I am able to develop skills. There is enhancement of research skills that
helped to know about the business organisation properly. There is need of presentation skills that
make the working effective. The use of effective presentation skills is necessary to carry on the
projects properly. Good presentation skills help to get good marks in assessments. I have
enhanced IT skills that helped me to manage the overall project. The use of resources is done in
right manner with the help of IT skills. I have also developed communication skills at the time of
delivering the presentation. This is team activity and communicating with team members help to
develop the communication skills. There is need of developing the skills at the time of working
in the assessment. Also my confidence level also got enhanced by doing the project. Confidence
level will help to carry on the future jobs effectively. I am also able to enhance my problem
solving skills. As there were certain problems seen at the time of working in team. This helps to
solve the conflicts and come out of the situation. All these are the important skills that will be
useful in future as well.

CONCLUSION
From the above report, it is concluded that marketing plays a critical role in success of the
company. All the business organisations must work on following principles of marketing so that
they are able achieve successful position in market. There is analysis regarding the marketing
campaign launched by the company. In the starting of this report, there is justification regarding
the use of chosen models that help them to enhance image in market. The right methods must be
used by the business organisation for achieving effective position. Reflection of working in team
is also important part of this report. It is necessary to know about employability skills as these
skills help to work effectively in the business.

REFERENCES:
Books and Journals
Chakrabarty, S., 2018. Principles of Marketing.
Charif, M. and Ferhat, S., 2018. The Study of the Application Extent of Marketing Research
Concepts and Principles in the Algerian Economic Companies. China-USA Business
Review, p.81.
Harini, C., 2020. Entrepeneurial Marketing for UMKM: a Literatur Review. Jurnal Mantik, 4(3),
pp.2297-2302.
Hopkins and et.al., 2021. Changing Perceptions of Marketing Ethics and Social Responsibility in
Principles of Marketing. Journal of Marketing Education, 43(2), pp.244-259.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Nosalska, K. and Mazurek, G., 2019. Marketing principles for Industry 4.0—a conceptual
framework. Engineering Management in Production and Services, 11(3).
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review, 9(1), pp.5-26.
Swanson, S.R., 2019. The defining dozen: undergraduate students preconceived views of
marketing. Marketing Education Review, 29(1), pp.3-16.
Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE.
Woodham, O.P., 2018. Testing the effectiveness of a marketing simulation to improve course
performance. Marketing Education Review, 28(3), pp.203-216.