GSBS6014: Digital Marketing Analysis of Priceline Pharmacy

This report provides a digital marketing analysis of Priceline Pharmacy, a major retailer of health and beauty products in Australia. The analysis examines the company's online value proposition (OVP), including its website, mobile app, and social media presence. The report employs the POEM model (Paid, Owned, Earned Media) to evaluate Priceline's digital marketing efforts, focusing on Google Ads, its website, mobile app, and social media channels like Facebook and Twitter. The report also includes a group contract outlining communication methods, meeting protocols, and member responsibilities. The report highlights the importance of customer engagement and feedback in the beauty industry. The report also includes details on the micro and macro environment. The aim is to provide a clear overview of Priceline's current digital marketing strategies and offers insights into their effectiveness.

MARKETING 1
DIGITAL MARKETING
Name
Institutional Affiliation
Date

MARKETING 2
Company overview and ovp
Priceline Pharmacy is a big producer and retailer of hair, skin care, hair care as well as health care
goods. Priceline company operates its pharmaceutical products under the Priceline Pharmacy
trademark. There are currently over 330 Priceline stores throughout Australia.
The has a well laid plan to capture the digital era shoppers who are mainly shopping for products
online. Priceline has established website which also doubles as an online shop. The Priceline
Pharmacy has also developed a detailed mobile App which can be used by shoppers a prescription
as well as mobile dispensary. The company further connect with customers through online social
platform such as twitter and Facebook, which acts as customer care center where clients can reach
out to the company and ask any question related to the company and its products or services.
Company Website Online-Shop Twitter Facebook YouTube Mobile
app
Praceline
Pharmacy 24k Followers Followers
Priceline Social Media promotion
Beauty company such as Priceline such as requires to be customers attentive and feedback
driven to succeed. With consumers increasingly dependent upon the referrals and views of their
associates and colleagues, promoting your beauty products in manner which will let them be

MARKETING 3
recommended to other people is very important market. The beauty marketplace is in an era of
intense revolution as majority of companies mix consumer feedback in the creation design process.
And as much as they do this they further needs marketing in order to put their products in front of
customers where they can easily be identified and picked.
The researcher applied POEM model, (Paid, Owned, Earned, Media)Detailed
examination of Praceline’s online media clearily indicated that the company gain visitors
through. (Chaffey & Ellis-Chadwick, 2015)
• Paid media means carried out is normally through Google Ads which has allowed
the company to rank higher on the search engine.
https://www.googleadservices.com/pagead/aclk?sa=L&ai
• Owned media,the company has a strong marketing strategy which involves
promoting of its products on its websites, mobile apps as well as social media ;
• Earned media of Priceline firm is not accessible on the platform.
Priceline’s online platforms
Media Priceline Channels
Paid Google Advertisements, Facebook and twitter ads
Owned Website; Mobile app, Facebook; Twitter
Earned The visitors are gained organically through referrals on social media

MARKETING 4
APPENDIX
GROUP CONTRACT
Group Number: FOUR
Name and details of all group members
Group
members
Name
Email address Phone Contact
What is the purpose of the group?
The main aim of the current group is to build a strong team in order to help us gain and
share knowledge on Digital marketing
What are the agreed methods of communicating with one another?
The group members unanimously agreed to reach out for each other through whatsapp group
which was formed specially for the current assignment.
If meeting face-to-face, then how often, where, and for how long will the group meet?
The group will meet frequently hold face to face meetings every Friday ,even after the assignment, since
our main focus is to gain knowledge and perform well in our course work,the group will be meeting until
we end our course.

MARKETING 5
How will meetings be conducted?
The group will have
secretary whose main work will
be to organize group meeting
and activities and keep group
records.
When is it OK/Not OK to miss a group meeting?
One is allowed to miss in case of emergency issues such as sickness or commitment on family
matters. However people will not be allowed to miss the meeting for the sake of it,or due to
issues such as tiredness.
What actions will the group take if a member does not have an acceptable reason and
misses one meeting? Two meetings? More than two meetings?
Missing first meeting will result into warning,the second one will be the last warning and
missing more than two will lead to expulsion from the group.
What actions will the group take if a member leaves the class?
Replace the member or leave it that.
What will the group do if a member is not contributing or not completing work?
Encourage the member to take part in the group work, or give the member compulsory task
which will keep him or her active.
Action Two: Disciplinary action and possible expulsion from the group (for repeat offenders).
How will the group monitor the contribution of group members?
Indicator One: Assignment quality.
Indicator Two: Sense of humour.

DISCUSSION QUESTIONS 6
What actions will the group take if there is conflict with in the group?
First the group will apply mediation,secondily we can intervene or suspend the people
causing the conflict
What actions will the group take if one member is unreasonably dominating?
The group will use conflict resolution methods to quell the disharmony in the group.The
members can also ask for tutor intervention or use counselling.