Digital Marketing Report: Wishful Brand, Huda Beauty Analysis

This report offers a comprehensive analysis of the digital marketing strategies employed by Huda Beauty's skincare brand, Wishful. The report begins with an introduction to digital marketing and then delves into the brand's approach, including an examination of researched sources, an industry analysis focusing on the UK cosmetics market, and a detailed campaign analysis that explores Wishful's marketing mix and SWOT analysis. The report highlights key success factors, such as brand recognition and social media marketing, and discusses consumer behavior theories relevant to Wishful's target audience. The methodology section outlines the research methods used, including secondary data collection and qualitative research. Finally, the report concludes with an overview of Wishful's digital marketing performance, offering insights into its effectiveness and potential for future growth. The report covers topics like Ansoff Matrix, STPSegmentation, 5C Model, and various marketing strategies used by Wishful. It also analyzes the competitive landscape and the impact of digital campaigns on brand perception and market penetration.

DIGITAL MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Researched sources .....................................................................................................................4
Industry analysis .........................................................................................................................5
Campaign analysis ......................................................................................................................6
Key success factor .......................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES.................................................................................................................................9

INTRODUCTION
Digital marketing refers to advertising through digital mean and channels such as
websites, search engines, mobile apps, emails and various others. This helps in getting valuable
insights to company and make decision accordingly (Zhu, and Gao, 2019). The Topic selected
below is Huda Beauty's new brand- Wishful. Wishful is a new brand that has been launched by
Huda beauty which provides skincare line items that has a philosophy of granting all wishes of
skincare essentials.
The present report will cover the concept and theories of digital marketing and will then
leads with understanding of competitive analysis, campaign analysis with various key success
factor which will highlight the effectiveness of campaign for success of the company.
Methodology
Research element Method
Data collection Secondary method is used and data is gathered
through articles, journals, etc.
Research type Qualitative
Research design Conclusive
MAIN BODY
Researched sources
According to the Kamble, Gunasekaran, and Gawankar, (2018) it is being stated that
brand perception is about feelings which the consumer has towards the brand. It is stated that it is
being created in minds of customers when they are being aware of products and services of
company. It is being ascertained with the online review which are being posted by customers

which can be favourable and non favourable and which leads with deriving of brand perception
of company. This could also be by means of seeing post on social media platforms which helps
in providing relevant information and builds with the brand perception. However, it has stated
that if the digital campaign is being not favourable than it may result in hindering of brand
perception and build of unfavourable brand image. It is being stated that it will help in analysing
the external and internal factors which affect the brand perception.
There are many marketing models which can be applied by Wishful. It is as follows:
Ansoff matrix-
Market penetration — Here, Wishful focuses on increasing the sale revenue of company by
offering existing product in existing marketplace.
Product development — Wishful relates with introducing and selling new services in
marketplace which is being existing to company.
Market development — In this strategy which Wishful adopts is entering in new marketplace by
the services in existing market.
Diversification — This strategy relates with focusing with launching new services in entirely in
new marketplace. This is seen as Huda beauty has launched new brand in market that is Wishful.
Therefore, market penetration, product development, market development and
diversification helps the beauty brand Wishful in promoting the products and expanding its
market by targeting customers on large scale.
STP-
Segmentation — It relates with segmentation on the basis of demographics which determines
with age, gender, occupation, education, etc. Wishful has captured market of teenage group.
Targeting — The business target with individuals on basis of demographics. Wishful has
targeted foreign customers.
Positioning — It is being done to position product or services in market to attract people. For
that various tactics are being used in it.
Marketing mix
It refers with the foundation model of business which revolves around majorly with 4P's that are
it product, place, price and promotion.

Products — It is related with types of product which is being offered by Wishful to their
customer. Wishful offers skin care, cosmetics, etc. products to customers.
Price- It states that what type of pricing strategy can be followed to attract people in market.
Here, Wishful followed competitive pricing strategy and attracted large number of women.
Place- Here, it refers to where the products and services will be available that is website, stores,
etc. The company offered its produces online and in stores.
Promotion- It refers to type of promotion activities on various social media platforms such as
You Tube, Instagram, Facebook and other to reach to large customer base. Wishful used social
media platforms to attract people.
5C Model Analysis -
Company — Wishful is a cosmetic brand which has been successfully providing its products to
customers. The company has build a positive reputation past 9 years (Netti and et.al., 2018).
Collaborators — Wishful has recently collaborated with the make-up artist and social media
influencer Lottie Tomlinson for launching its products that is a set of eyelashes.
Customers — Customers of Wishful have been successfully using the products and services
rendered by the brand.
Competitors — Competitors of Wishful brand are Kylie cosmetics, Maybelline etc. which have
captured the market largely.
Context — The context in which the business operates is beauty and cosmetics sector which
avails the products and services of beauty to customers around the world.
As stated by Zhu and Gao, (2019) there are various theories of consumer behaviour
which is applied. Here, theory of reasoned action state that consumers act on behaviour based on
their intention to create or receive a particular outcome. This means that consumer take action
only when it is expected an equal outcome from it. Besides, customer is having ability to change
their mind and decide to take different course of action. Consumer behaviour has changed by
applying the skincare products of this brand and has successfully grown on the terms that has
been largely impacting and promoting beauty brand. Thus, theory focus on decision-making
process.

The behavioural theory of psychology state that all behaviour are acquired through
conditioning. This means that behaviour changes by interacting with environment. So, it is
believed that response to environment shape stimuli and actions. Thus, behaviour response to
environmental stimuli. Usually, there are 2 types of conditioning that is operant and classical.
The (Ismail, 2018), has stated that there are various things to ensure smooth functioning
of campaign whereby the company intention lies with increase in the sale revenue and
profitability margin. It leads with reaching to target audience effectively and bringing with
awareness of products and services.
It is being stated by Kamble, Gunasekaran, Gawankar (2018), that campaign leads with
explanation of various skin care products which are being offered by the company to the target
customer which helps in satisfying their needs and wants. It has briefed with explanation of
pricing strategy used by the company which helps in getting the competitive advantage to
company and serves with means of attracting large audience base. It leads with place of business
operation which can be by online and offline means. It states with techniques of promotion to get
right audience to the company which is being means of social media platforms such as Facebook,
Instagram and other. The author has stated with various Process which is being involved in
company to guide with success of company. This is being stated that process is being robust and
flexible in nature which leads with inviting of creativity and innovation in company. The author
has stated with the people of the company that are being highly qualified, talented and skilled
who undertake challenging task to support business dynamics. And lastly the author has viewed
with the physical evidence of beauty products and services and which led with determining of
success factor of campaign (Salwa and Ramanan, 2017).
Industry analysis
The United Kingdom is among the leading three consumers of cosmetics in Western
Europe. It is being stated that boon in the industry happened in year 2017, when the market value
of the sector reached with staggering 9.8 billion pound of British. It is being stated that market
value of industry regressed slightly as compared to previous two years. Amongst the various
sectors around the industry, cosmetic colour took a hit in year 2019 which led to decrease by 17
percent in relation to previous year (Ridder, 2019).

The current situation of company is good enough whereby it is resulting in continuous
engagement of customer and retention of same which has resulted with boosting up of
profitability margin and sales revenue of company. By the effectiveness of campaign it has
resulted with tapping into new marketplace which are being underserved, hence forth meeting
with needs and wants of customer. It leads with situation whereby customers are being serves
with their satisfaction level which have leads with company to develop its favourable brand
image (Gonçalves, Monteiro and Rodrigues, 2018).
There are various competitors prevailing for Wishful such L’Oreal, Shiseido and various
other who are constantly upgrading with their marketing and promotional efforts to reach to the
end customer more effectively. It helps them with providing valuable insight about what are the
requirements of customer which will be fulfilled in manner to determine with their level of
satisfaction. The analysis of competitors leads with determining with their market capitalisation
where the company position can be judged in regards with competitors which leads with
assessment of various flaws and errors and making improvements in the same to build with
favourable brand image of company (Aithal, 2017).
Prior objective with launch of marketing campaign was to compete with the competitors
and acquire good market share rather than focusing customer satisfaction and retention which
have affected the functioning of business in negative manner.
Campaign analysis
There are various marketing strategy and theories used in ascertainment of campaign
analysis where the campaign has adopted with various social media marketing strategy on
platforms such as Facebook, Instagram, Twitter, You tube which has helped with getting various
valuable information about the requirement and expectation of customer in cosmetic industry.
This is a marketing strategy which is being adopted by the company as it is being believed that it
helps in providing with adequate information to target customer with no time and efforts and less
cost being incurred. This serves with creative, innovative and effective means of promoting
goods and services of Wishful in various untapped market and leads with getting competitive
advantage and increase in sale revenue and profitability of company (Vargas, Emami, and
Traynor, 2020).

The marketing strategy leads with spreading of positive word of mouth among general
audience and target customer of company as it helps with building of curiosity among others to
know what is the product being offered by the company. The marketing strategy in initial stages
also leads with offering of free sample of Wishful to selected individuals which leads with
building of favourable brand image and building of trust and loyalty of customers which shows
with effectiveness of campaign. This is also by means of developing of effective relationship
with targeted customers as a result leads with knowing of various queries and hurdles being
faced by them and resolving the same in manner which leads with effective customer support
services and serves with effectiveness of digital campaign being run by company (Avolio, 2017).
Marketing mix
It refers to the foundation model of business which revolves around majorly with 4P's that are it
product, place, price and promotion.
Products — It related with types of product which is being offered by Wishful to their customer.
Wishful offers only skin care, cosmetics, etc. products to customers.
Price — It states that what type of pricing strategy can be followed to attract people in market.
Here, Wishful followed competitive pricing strategy and attracted large number of women.
Place- Here, it refers to where the products and services will be available that is website, stores,
etc. Wishful offers its produces online and on their website.
Promotion- It refers to type of promotion activities on various social media platforms such as
You tube, Instagram, Facebook and other to reach to large customer base. Wishful used social
media platforms to attract people.
SWOT Analysis -
Strength — As Huda beauty is one of the biggest cosmetic brand. Wishful as a product has
captured market through brand recognition making it core strength.
Weakness — Wishful products have still not recognized customers needs and wants which
makes brand count in its weakness factor (Gürel and et.al., 2017).
Opportunity — Market expansion for the middle class and lower class people are an opportunity
for making the Wishful products and services reach to customers.

Threat — Kylie Cosmetics, Maybelline and other big brands are threat to Wishful and its
products.
5C Model Analysis -
Company — Wishful is a cosmetic brand which has been successfully providing its products to
customers. The company has build a positive reputation past 9 years (Netti and et.al., 2018).
Collaborators — Wishful has recently collaborated with the make-up artist and social media
influencer Lottie Tomlinson for launching its new product that is a set of eyelashes.
Customers — Customers of Wishful have been successfully using the products and services
rendered by the brand.
Competitors — Competitors of Wishful brand are Kylie cosmetics, Maybelline etc. which have
captured the market largely.
Context — The context in which the business operates is beauty and cosmetics sector which
avails the products and services of beauty to customers around the world.
PEST Analysis -
Political — Wishful product follows all political and legal guidelines which are under frame of
UK. Wishful brand products are sold under bill called Personal Care Product Safety Act which
allows product safety.
Economic — Huda beauty's new brand Wishful has grabbed 14% of market share as beauty and
cosmetics industry is recession — resistant industry (Odey, 2018).
Social — Customers have been trying Wishful products which maintains brand loyalty aspect by
them.
Technology — Wishful brand products have 24 hour access which means that due to technology
advancement, products and services of Wishful brand are available to customers on website.
Key success factor
The major keys success factor leads with effective planning which is in terms of
recognizing, identify the right audience for the products and services of Wishful products and
services (Veeneman, 2018). The brand recognizes with needs and wants of customers in effective
manner and fulfilling the same which leads with building of trust and loyalty of customers. It lies

with it employees and people who are being highly talented and skilled to meet up with
challenging task and undertake various risk (Jiang, 2017). The success factor also lies with
effective leadership that provides with effective guidance and support that have led with success
factor of campaign in effective manner. The success factor has led with innovative and creative
ideas by the employees and staff which have contributed the designing of digital campaign in
highly effective manner. The main success leads with budget under which the campaign was
being organized which constructed with effectiveness of planning process.
The campaign as was being successful as it led with the content which was being highly
attractive on the end of target customer and let with engagement of customers and retention of
same. It success factor lies with choosing of right means of channels to promote the campaign of
Wishful brand which has defined with delivering of valuable information in regards with benefits
of its products and services. The success factor has led with effective relationship with potential
customers which have led with spread of positive word of mouth and led with building of
favourable brand perception (Villamarín and Diaz Pinzon, 2017). The brand has serves with
effectiveness of deploying of various strategies which have led with increase in the sales revenue
and profitability margin of company. The company is being able to meet the needs and wants in
satisfactory manner.
Key Success Factors of Wishful brand — The success factors which contribute to Wishful
brand are through social media marketing and campaigns which has promoted the product
largely on the basis that it provides its services and products to the customers successfully. The
brand has provided its services through Instagram, Facebook, Online Huda Beauty website.
These social media handles have promoted the brand name and has created effective reputation
among people.

CONCLUSION
From the above report it is being concluded that to launch a digital campaign, it requires
lot of planning to reach to the end customers more effectively. The report has concluded that
digital marketing is time effective and cost saving mode of marketing. It has briefed with
industry analysis, campaign analysis and various key success factor. Digital marketing has
helped in analysing the brand promotion techniques and its launching. Also, Wishful brand
launched analysed market structure which helped the brand and the company target large
customers base and market for diversification and expansion of business. Segmentation,
Targeting and Positioning has helped Wishful brtand assist the market structure along with the
customer base. Also 5C model and PEST analysis helped Wishful brand in assessing the
political, economic, social and technology factors in external business environment.

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