Developing a Digital Marketing Strategy for Kappa - MKT302 Report

This report analyzes Kappa Sportswear's current digital marketing strategy, identifying reasons for its lack of success compared to competitors like Nike and Puma. It pinpoints issues such as unattractive social media pages, irregular posting, limited offers, narrow target audience, and lack of innovation. The report proposes a revised digital marketing strategy focusing on Facebook, Instagram, and Twitter, with specific recommendations for each platform. These include targeted campaigns for different customer segments, attractive discount offers, and engaging content to enhance brand visibility and customer engagement. The overall aim is to broaden Kappa's appeal and improve its digital presence.