Quicksilver Group: A Case Study Analysis of Social Media Marketing

This case study provides an analysis of Quicksilver Group's social media marketing strategy, evaluating its effectiveness and identifying areas for improvement. The report includes an overview of the company, a summary of its social media usage, and a SWOT analysis of its current framework. Recommendations are made based on the AIDA model to enhance customer engagement and market penetration, suggesting the incorporation of alternative online marketing methods beyond traditional social media platforms. The study concludes that the AIDA model can play a pivotal role in improving Quicksilver Group's social media marketing plan in the competitive Australian travel and tourism market, and Desklib provides access to similar solved assignments and study resources for students.

Running Head: MARKETING AND CUSTOMER ENGAGEMENT
MARKETING AND CUSTOMER ENGAGEMENT
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Executive summary
Social media marketing planning is an important aspect in the Australian travel and tourism
industry due to the intense competition in the market. As a result of that most of the companies
try to implement a social media promotion plan. However, it requires unique and effective online
marketing plan for the Quicksilver Group. The purpose of this report is to evaluate the social
media marketing of Quicksilver Group. In fact, the report also includes a recommendation part
in order to implement better framework for the rigorous marketing plan. The AIDA model is
incorporated into the discussion to formulate better online promotional plan.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Overview of the company............................................................................................................3
Summary of the social media use................................................................................................4
Recommendation.........................................................................................................................4
SWOT analysis........................................................................................................................5
AIDA promotion model...........................................................................................................5
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8
Appendices....................................................................................................................................10
Appendix 1.................................................................................................................................10
Appendix 2.................................................................................................................................11
Appendix 3.................................................................................................................................12

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Introduction
Social media are considered to be an important tool in present day marketing and
promotions. The travel and tourism sector in Australia due to heavy competition most of the
organisations are liked to incorporate the social media marketing for getting a strategic
advantage. In this context, it can be stated that the social media promotional strategy has become
a part of the promotional mix of the travel and tourism sector in Australia. In this context, the
purpose of this report is to create a better understanding of the use of social media marketing in
the Quicksilver Group, Australia. The reason behind choosing this company is to evaluate the
success with the help of the social media marketing. Moreover, it can be stated that a
recommendation part is also going to be discussed in the report that points out the required
measures Quicksilver Group must adapt.
Discussion
Overview of the company
It can be argued that the Quicksilver Group is one of the renowned Great Barrier Reef
operator in Australia. The company was founded in 1979 and gradually became one of the
leading Travel and Tourism Company operating in the Barrier Reef region. As a result of its
overwhelming performances Quicksilver Group got a place in the Australian Tourism Hall of
Fame in 2009 (Quicksilver-cruises.com., 2018). In this context, it can be argued that the
company offers coral surfing through cruises and diving. In order to diversify its products and
services Quicksilver Group is now also manufacturing diving and surfing accessories such as
watches, eyewear and surfing boats.

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Summary of the social media use
As a matter of fact, Quicksilver Group tries to maximise its customers by using the social
media marketing strategies. According to Ashley and Tuten (2015) it can be argued that the
social media play a significant role in the promotional mix and increasing the brand value
robustly. Furthermore, the utilisation of social media is a very popular promotional tool in the
Australian travel and tourism sector because the organisations realise the importance of the
social media marketing. In response to this, the Quicksilver Group also incorporates the social
media promotions in the marketing strategy. Facebook and Instagram are primarily used in this
context. As per the Instagram profile it can be stated that the company has a number of 1606
active followers who are regularly follow up the posts of the Quicksilver Group (Figure1).
Moreover, the company also advertises its next events and venues in Instagram. As a result of
that the interested viewers can get the detailed information regarding the company. On the other
hand, Facebook promotion is also facilitates a better advantage for Quicksilver Group. It can be
seen that more than 10,000 people are liked and followed the official page of Quicksilver Group
(Figure2). In this page all the details and direct access link to the Quicksilver Group website is
also given that helps the viewers to go to the website through Facebook.
Recommendation
However, it can be stated that despite of having a series of social media strategies there
are still some gaps that the Quicksilver Group must resolve in order to initiate an unique
marketing technique. In this context, the AIDA Model is highly relevant with the purpose to
maximize customers extensively and sustain in the intense competitive market more effectively
(Hassan, Nadzim & Shiratuddin, 2015). In course of the discussion it is important to evaluate the

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need of a more effective social media planning through the SWOT analysis of the existing
framework.
SWOT analysis
Strength Opportunity
 Facebook is the most popular social media
site that the Australian people are accessed
into.
 All the details of the Quicksilver Group are
mentioned in the social media sites.
 The clear and informative page.
 Direct link with the official website of
Quicksilver Group.
 There are still opportunities for Quicksilver
Group to incorporate the other online
media marketing strategies.
 Most of the Australian travel and tourism
companies are relied on the common social
media sites like the Facebook or Twitter. It
will be an advantage to do rigorous
marketing through other online channels.
Weakness Threats
 Absence of other social media promotions.
 Zero use of online campaign.
 Lack of infrastructure for website flash
advertisements.
 Fluctuating behaviour of the customers.
 Huge expenses regarding extensive online
marketing practice.
 Dearth of adequate infrastructure.
AIDA promotion model
In this regard, it can be stated that the AIDA Model will provide adequate measures for
the Quicksilver Group to encapsulate the market more effectively. As per the research conducted
by Wijaya (2015) it can be advocated that the AIDA Model is responsible to attract the
customers so effectively through its extensive orientation of social media marketing practices.

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Hadiyati (2016) opined that the AIDA Model is identified as the most effective measure in the
high competitive market where all the companies are looking for social media marketing.
Therefore, it is important for a company to plan and execute some effective measures that were
responsible to sustain the business of that company.
In this context, Asadi and Bahrami (2016) mentioned that the AIDA model has four stage
that foster a better customer penetration strategy. In this context, there are four stages such as the
awareness, interest, desire and action. The purpose of the awareness stage is to create a brand
recognition for a specific product or service (Mohammadi, Esmaeily & Salehi, 2012). Whereas
the interest phase is dedicated to increase the interests of the customers to choose that particular
product or service (Venkatraman et al., 2015). Besides this, the desire part connotes the process
of penetrating the psychology of the customers through rigorous online advertisements. Based on
those phases, the customer will take actions that proves the efficacy and vitality of the strategy
(Weng & Huang, 2018). Moreover, Penhani, Ghadami and Fard (2015) asserted that the AIDA
model puts emphasis on not only the popular social media but also includes the promotional
mails and online pop up advertisements as well. These measure will create a better capsulation of
market by Quicksilver Group in terms of exploiting the alternative online marketing methods
besides the social media promotion like Twitter or flash advertises in the online purchasing sites.
In addition to this, the AIDA Model also pushes the organisation to involve other social media
promotional mechanisms that are easily available and popular enough to incorporate more
customers and visitors.
In this context, it can be stated that as the purpose of Quicksilver Group is to initiate a
better social media marketing including the online sales strategies therefore, the AIDA model
seems very pragmatic and relevant enough to deal with it. The modern approach with entirely

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relied on the technological support fosters more sense for Quicksilver Group to install the AIDA
model extensively. In fact, it can be argued that the AIDA model helps the organisation to
implement social media like not of Facebook and Instagram but also other social media like
twitter and flash advertisements in popular websites robustly. Besides this, it also highlights on
the behaviour of the customers so that the organisation will set up marketing plan accordingly.
Conclusion
From the above discussion, it can be stated that this report rightly discusses the problems
of the social media marketing strategy of Quicksilver Group through a detailed SWOT analysis.
Besides this, a detailed recommendation section is also drawn in order to understand the
importance of implementing a new strategy in order to maximise the customers in the intensely
competitive Australian travel and tourism market. In course of the discussion, the AIDA model is
mentioned as a suggestion for the Quicksilver Group. Therefore, it can be concluded that the
report rightly points out various problems in social media marketing plan of Quicksilver Group
and as a solution the AIDA model can play pivotal role. From that point of view, the report is
highly relevant and reflects the insights of using social media marketing.

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Reference
Asadi, A. A. B., & Bahrami, M. (2016). The Necessity of the Marketing for Selling the Books
and Developing the Citizens’ Book-Reading Using AIDA Model to Plan the Commercial
Advertising. Asian Journal of Research in Social Sciences and Humanities, 6(7), 2245-
2256.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Hadiyati, E. (2016). Study of marketing mix and AIDA model to purchasing on line product in
Indonesia. British Journal of Marketing Studies, 4(7), 49-62.
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, 262-
269.
Mohammadi, S., Esmaeily, N., & Salehi, N. (2012). Prioritization of promotion tools based on
AIDA model by Analytic Hierarchy process in production sector of sport
industry. Archives of Applied Science Research, 4(4), 1670-1675.
Penhani, D., Ghadami, M., & Fard, M. J. (2015). Investigating the effect of media advertising
(through TV) on attracting banks clients based on AIDA model: case study of Bank
Mellat. Advances in Environmental Biology, 394-401.

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Quicksilver-cruises.com. (2018). About Quicksilver Cruises | Quicksilver Cruises. Retrieved
from https://quicksilver-cruises.com/company/about/index.html
Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., ... & Winer,
R. S. (2015). Predicting advertising success beyond traditional measures: New insights
from neurophysiological methods and market response modeling. Journal of Marketing
Research, 52(4), 436-452.
Weng, L., & Huang, Z. (2018). A Study of Tourism Advertising Effects: Advertising Formats
and Destination Types.
Wijaya, B. S. (2015). The development of hierarchy of effects model in
advertising. International Research Journal of Business Studies, 5(1).

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Appendices
Appendix 1
Figure 1: Facebook page of Quicksilver Group

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Appendix 2
Figure 2: Instagram page of Quicksilver Group