Comprehensive Report: Social Media Marketing for Dorothy Perkins

This report analyzes the social media marketing strategies for Dorothy Perkins (DP), a UK-based fashion brand. It begins with an introduction to the importance of social media in modern marketing, followed by a target market analysis of DP's customer base (ages 25-35), emphasizing the need for creativity, customer service, content, relationship building, and product detailing. The report then conducts a competitor analysis, focusing on New Look, assessing DP's strengths (pricing power, strong management, cost advantages, and unique products) and weaknesses (high debt burden). A literature review covers content marketing strategies, emphasizing customer attraction and brand reputation. The report outlines a SMART goal for DP, KPIs, and a practical implementation plan involving blog posts, LinkedIn profiles, and social media strategies. The report concludes with recommendations for improving DP's social media presence, focusing on content updates, customer engagement, and building a strong brand image.

SEARCH AND
SOCIAL MEDIA
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
ANALYSIS......................................................................................................................................4
TARGET MARKET ANALYSIS...................................................................................................4
COMPETITOR ANALYSIS...........................................................................................................1
Assessing the competition of Dorothy Perkins...........................................................................1
Literature review.........................................................................................................................2
PLAN ..............................................................................................................................................3
SMART GOAL FOR DOROTHY PERKINS.................................................................................3
KPI'S (KEY PERFORMANCE INDICATOR)...............................................................................4
SOCIAL MEDIA.............................................................................................................................5
TIMELINE.......................................................................................................................................6
Literature review.........................................................................................................................6
PRACTICAL PLAN IMPLEMENTATION...................................................................................8
BLOG POST....................................................................................................................................8
LINKEDIN PROFILE.....................................................................................................................8
SOCIAL MEDIA.............................................................................................................................8
CONCLUSION..............................................................................................................................15
REFERENCES .............................................................................................................................16
BLOG POST..................................................................................................................................18

INTRODUCTION
Development of information technology and communication has totally changed the
scenario of buying and selling. Earlier, people used to simply buy and sell the manufactured
products. But with the advancement of technology and time, products are not only produced but
they are advertised and promoted also so that a company can increase its customer base. An
organization works with the motive of earning profit which can be achieved by perfect strategic
planning and increasing customer base. Nowadays, firms are using innovative ways of
production and promotion.
In this competitive era, advertising is the most crucial tool to sell a product. For the
present report, Dorothy Perkins (DP) has been taken into consideration. It is one of the UK's
leading fashion brands. Company provides variety of products for women's wear along with the
shoes. Report depicts the importance of social media for buying and selling products. It
emphasizes on target market analysis and competitor analysis of Dorothy Perkins. It also defines
use of social media marketing with the stated products of firm.
ANALYSIS
TARGET MARKET ANALYSIS
Main purpose of sellers is to attract large number of customers to sell their product.
Companies use social media marketing to sell final products to its end users. However, Dorothy
Perkins also uses the online platform to promote and advertise the manufactured products. It is
inspected that the buyers of target market lies between the ages of 25 to 35 years. Buyers of this
age are very conscious towards their taste of clothing and fashion. Specially, women are very
selective if it comes to dresses, shoes and accessories. They always aim at purchasing and
wearing fashionable clothes. Therefore, manager of Dorothy Perkins requires exhibiting the
attributes of social media to attract new customers. Using this technique would help the
organization to maintain trust and integrity towards its customers. As a result, company can grow
and expand in different economies (Tuten and Solomon, 2014).
There are different attributes that are desired by the target employees of concerned
company. However, analysing these attributes will help firm to know the basis on which
customers decide a product or service of a particular brand. Different attributes are mentioned as
below:

Creativity: Target market customers focus on innovation and creativity. Using creative
techniques in production, operations or promotions will help the company to attract its
customers. This is the reason, marketing department of DP needs to adopt creative and
innovative ways so that new customers would get attracted. Company uses pictures of people
wearing their manufactured clothes which help customers to get attracted towards company’s
website. There are different ways that can be used by the firm like blog post and videos. As a
result, organization aims at working effectively so that higher profits will be achieved. It is
crucial for the marketing department of DP to bring constant creative changes in their social
media campaigning (Heymann-Reder, 2012).
Customer services: Customer satisfaction is the most important factor that is needed to
be fulfilled by companies. Customers of organization aims at getting good customer services.
However, the response of firms plays a crucial role in the decision making by customers for
goods of a particular brand. If firm is having a positive response towards its consumers then they
would feel trusted and integrated towards the firm. Over social media, the management aims at
solving problems and queries of the customers. Marketing department of Dorothy Perkins has
positive responses about resolving the queries of its customers. Sometimes, customers are not
satisfied with certain products and they post negative comments on website about the product. In
that situation, it is the responsibility of marketing manager to handle the people politely. It is
because; if manager would not be able to handle customers' complaints then it will directly affect
the image of DP. It is one of the most trusted brands in UK because of which it is important to
give responses effectively (Evans, 2012).
Content: This is another key attribute of social media marketing which can impact the
minds of customers towards a product. Content can be defined as the information or matter that
is written over the websites and blog of company. An effective content must include required
information in an easy and simple language so that customers will be able to get the messages
delivered by firm. Major aim of DP is to provide the latest fashioned clothing to both men and
women. Company is a leading brand which shows that it has large numbers of trusted customers.
As in the present scenario, individuals always get in touch with the use of social networking
sites, so, it is necessary to update the content with time. It should be attractive and prepared in
such a way that it can gain customers' attention. Even the firm requires segregating the

information related to men, women and kids or related to different products so that it can be
easily understood by all kinds of customers (Miller, 2013).
Platform for building relationship: With the change in technology, features of social
media is also updating day by day. On frequent basis, new features are introduced due to which
proper updation is required. Earlier, Facebook, Twitter and g mail were used to chat and stay
connected with relatives but now, it is also used for the business purpose. The concept of live
chatting has been introduced which helps in connecting with company. With the help of live
chat, queries and problems of customers are resolved immediately. This feature not only helps in
maintaining healthy relations with customers but also to know the needs and demands of
customers. Management of Dorothy Perkins uses this feature which helps the organization to
interact with customers on frequent basis. As a result, marketing manager of company would be
able to analyse the customer’s requirements with what they are delivering. In the long run, this
concept remains helpful for company as customers are connected with each other if one is happy
with the product then they will suggest other to try the same. As a result, main motive of
company can be achieved.
Product detailing: This is another crucial aspect of social media marketing which helps
customers to get detailed information about the product. These days, with increase in the use of
social media, people are aware about the variety of products that a company offers. However, the
management of DP needs to provide required details about the products. As a result, it will be
easy for customers get an overview about the offering. Even, it is important to provide details
effectively so that it will capture the attention of customers towards a particular product.
However, management of DP is very informative towards this task so that they can help a
customer as much as they can. It will result in the attainment of goals and objectives of
organization (Tuten and Solomon, 2014). Even, it will also help the target market to make
effective comparison between products so that, they can decide what they exactly require
required to purchase.

COMPETITOR ANALYSIS
Assessing the competition of Dorothy Perkins
Dorothy Perkins (DP) is a multinational fashion company of women's wear. It is almost
25 to 30 years old organization. It is a fashion clothing textile industry as it is too old in the
fashion world. There are so many competitors of this firm. It is manager's responsibility to
identify the existing rivals of business. One of the major rivalry firms of DP is New Look
Company. It is a textile organization of retail industry. Critical evaluation of Dorothy Perkins is
done on the basis of its strengths and weaknesses. These factors are as follows:
Strengths Pricing Power: It is the major strength of this company that it is having pricing power.
Customers usually purchase those products which are of low price. So, as per this they
switch to the competing products. But this enterprise is having the pricing power which
helps customers to continue with its products. It has an important and positive impact on
the product’s sale (Cambria, Grassi, Hussain and Havasi, 2012). Strong Management: It has one of the strongest points that consists of strong
management. It helps company to reach its capability by utilization of its strengths and
also eliminates the weaknesses. Cost Advantages: People always purchase those things with are of low cost. Lower cost
of products of this company lead to higher profits which is another strong point. This cost
advantage is having a significant impact on its production and distribution as well as on
its profits.
 Unique Products: New Look Company distributes unique products to its customers
which differentiate it from the competitors. It can charge the high price for the products
as, the products of it cannot be available at the another company or market.
Weaknesses
 High Debt Burden: It has only one and the biggest weakness. High debt burden increases
the risks for company. By poor decision making, it can also go to bankrupt that increases
the chances or more risks. It has a negative impact on its growth (Berthon and et.al.,
2012).

From the above explanation, it becomes clear that there are so many factors which
influence the activities of firm. It differentiates Dorothy Perkins from New Look Company. One
of the major objectives of this is to establish a new platform of social media. To overcome from
its weakness, New Look Company need to establish it in its functions which helps in increasing
its productivity and profitability. It will be profitable in terms of sale to the given company.
Along with this, Dorothy Perkins need to make changes in its management. To compete with its
competitors, it has to build up a positive environment at the workplace. Dorothy Perkins need to
make changes in the online marketing strategies. For this, management has to make long term
plans for the bright future of company (Kabani, 2013). It also needs to improve its social media
marketing. All above things should be considered by it to create a strong brand image in the eyes
of its customers. To achieve the set goals and objectives, it has to improve its production and
increase profit and sale. All these activities will help in competing with its competitors.
Literature review
Content Marketing Strategy
According to Hudson and Thal, (2013) content marketing is the process that focus on the
distribution and creation of the related content in context of generating leads, improving banding,
attracting audience and customers and also to achieve the desire goals of the company. It is the
strategic marketing approach to maximize the profits of the firm. The main purpose of this is to
retain and attract the customers by creating the valuable content through the changes made in the
functioning of it. Content marketing is the art to communicate with the customers. This
marketing is generally, used by the greatest marketing organizations which have a great impact
on the economy of the country.
As per the view of Levy (2010) there are so many benefits to the company in context of
the content marketing strategy. The one of the most important benefit to the enterprise is that it
attract the customers of audiences to it. Content marketing is means it has more content on the
website of the firm and which is highly visible on the search engines. It helps in improving the
brand reputation and also identify the targeted customers. It is useful in decreasing the costs of
marketing. Through the social media networking it helps in increasing the number of follower
for the company. When ever the people see the posts, blogs and the other relevant things to the
firm they will share this to their friends, relatives and other which increases the number of
follower of it.
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Tuten and Solomon, (2014)describe about the stages involved in this strategy. For
creating this strategy the following steps need to be applied by the company. Determination of
the objectives for it – the purpose of its creation – measurement of it – identification of
customers – research on customers' need -creation of plan – creation of content amplification
plan. There are some issues which are involved in this
Social media influencers' analysis methods
Social media influencers are the users who surf the internet and the sites of the company.
According to Zarrella, (2009)there are generally two methods which are used to identify the
influencers of the social websites. These two methods are manual identification and technology
assisted method. Under the manual identification, the users of these media are recognised by the
persons. It benefits the company with numbers of profits. It is very easy and fast process which is
less costly compare to the technical; method of finding. Information can be collected in few
minutes or seconds by entering the matter or topic on the search bar of these networks.
The second method of finding and analysing the users are described by Mangold
and Faulds, (2009). It is the technical way to identify them. It is very beneficial for the company
to analyse the influencers. There is a greatest impact on the functioning of the company. These
two are the best methods to for influencer identification. It is a hybrid approach of identification.
PLAN
SMART GOAL FOR DOROTHY PERKINS
Framing of strategic plans and goals are result into the success of a company. The operations of
any organization will surely get affected by the unclear and ineffective goals. However, it will
not only deviate the process of accomplish operation but also the working direction of the
employees. For attainment of objectives of the firms it requires setting effective strategies and
smart goals (Vinerean and et.al., 2013).On the basis of stated context, the smart goals of Dorothy
Perkins in regard with social media marketing is stated below.
 The organization aim at increasing up to 10% of its customer base.
 The marketing management of the company decide to increase its presence over Twitter
and Facebook by using marketing campaign.
 By using social media marketing the company aims at increasing its revenue by 20%.
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Therefore, it can be said that above are the smart objectives of the company. These are specific
and can be measured and which are to be fulfilled during the year.
KPI'S (KEY PERFORMANCE INDICATOR)
It is important to analyse by the firm whether the planned strategies are implemented in
the right direction or not. However, using the different key indicators will help management the
Dorothy Perkins to get answers of related with the implications of SMART goals are effective or
not. There are some indicators that will help to measure the performance of the company.
Number of fans and followers: Increase in fans and following is a symbol that the company is
going in a right direction. It can be examined by the marketing manager of the company. For
instance, over face book the web pages are made by the company on which the pictures of the
products are uploaded. If a customer visit and like the picture where number of like can be
defined the fan following of the company. Even, on Twitter also the web page of the company is
there where large number of people follow the web page through this also the performance is
measured (Zarrella, 2009).
Increase in customer base: This is another key indicator which defines the success of company.
However, it is considered to be the most crucial indicator because at the end the products are
produced by the consumers only. Increase in large number of customers is a symbol that the
consumers are happy and satisfied with the products and services of the company. The SMART
goal of Dorothy Perkins is the company wants to increase its customers base up to 10%. To
accomplish this goal the marketing manager needs to adopt the following practices that are
mentioned in above study (Laroche, Habibi and Richard, 2013). It is not necessary that the smart
goals are surely achieved in that case the firm needs to analyse the reasons behind this.
Increase in sales: This is another key indicator which surely help in measuring the performance
of the company. If the products of the company are being sold will indicate that the company is
on right path. On the basis of SMART gaol, it has mentioned that the Dorothy Perkins aims at
raising its sales by 20% during the year. It can be accomplish by formulating the effective plans
and strategies. At last, on the basis of three above measures the firm can examine its performance
during the year. These KPI will aid in showing the correct path to the management of DP and
helps in improving the performance of the company (Zhuang and et.al., 2013).
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Market share: This is the last key indicator that is considered to measure the effective working
of the company. Greater the market share indicates that the company is in a right way. It also
indicates that the strategies are used by the company are effective.
SOCIAL MEDIA
Usually social media helps the both large and small enterprises for marketing their
products. Customers interact with the bands on these types of social networking sites. Therefore
it is one of the strongest marketing plan of a company to expand its business and profits. It is a
form of internet marketing. To promote the good and services of Dorothy Perkins, it can use the
different social media services like Facebook, Twitter, LinkedIn, etc.
Facebook: Facebook is the common factor which every organization uses to boost its
sale and profits. It is the place where people often visit to relax, chat with friends and relatives.
To active social media marketing strategy company has to make a business fan page on the
Facebook. It is such platform which is famous amongst the youth (Hays, Page and Buhalis,
2013). It is the best option to market the products of the company. This marketing for the
business pages turn around to promote the conversations of the users by posting the related
articles, images, videos, etc.
Twitter: It is the another social media marketing tool which helps in broadcasting the
updates of the users across the web. Company need to update its products and services on the
twitter then the users of the twitter will twit that and become the followers of that firm. Through
this the number of followers will increase and will be beneficial for the enterprise. Using this
marketing tool solve the dialogues and communication between the users and manufacturer
generally, the people asked the questions about the products.
Linkedln: It is one of the more professional social media marketing sites. It provides the
place to share the content of the company on the social site. It also encourages the customers or
clients of the company to. It helps the company to encourage its customers and clients to give a
recommendation to it on its profile. The question section helps the company to identify the
problems and threats of the company.
YouTube: It is one of the best place of creating the video content which has the
incredible powerful social media marketing tool. Many businesses create the video content to
make it viral for the purpose of promotion (Laroche, Habibi and Richard, 2013)And it is the best
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source for it. People usually visit this site to watch videos and thus, help the company to increase
its productivity and profitability.
The social media plan helps in meeting the every stage of AIDA which is explained as
below:
 Attention: In this the attention of the buyers are caught by the preparing the attractive
contents of the company. Here, attention of the public is gathered by the firm by offering
a good and effective content.
 Interest: It shows the interest of the public in the products and services offers by the
enterprise. Interest among them can be created by offering them a good amount of
discount on the products of the company (Hudson and Thal, 2013).
 Desire: The interest of the consumers may be then converted into their desire of buying
that product. Social media marketing also helps them in creating the desire among them.
 Action: As per the above, the management of the enterprise will make the plan and
implement that on their services to make it more effective.
TIMELINE
The company has to prepare an effective timeline for its products' promotion on social
media site for blogging, posting images, videos, etc. Dorothy Perkins has to post on these
networking sites on alternative basis. It uses four type of social media for marketing like
Facebook, Twitter, YouTube and Linkedln. A proper timeline must be followed by them. The
blogs and the posts should be prepared on weekly basis and must be post by the company on
different social sites on alternative basis (Tuten and Solomon, 2014). For example, Dorothy
Perkins is posting an ad on Facebook on Monday then it has to post the similar ad on Twitter on
Wednesday. Therefore, Dorothy Perkins has to make target of 4 ads in a week. From this the
company will grab the attention of the audience or customers which will be beneficial for the
management. Managers of the firm also have to look over the hours which should be spend on
the creation of this. For example, 5 hours must be spend on creating and posting on Facebook.
Similarly, 3 hours for Twitter, 5 hours on Linkedln and 9 hours on YouTube.
Literature review
As per the view of Miller, (2013) digital strategy is the form of strategic management. It
is such marketing strategy which is based on the digital techniques. It is totally based on the
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internet. The digital marketing development cycle of various steps such as analysis of situations,
then digital marketing strategy, setting up objectives, digital marketing action, budget and
resources, review and measurement.
Kumar and Mirchandani, (2012) explains the various impacts of the legal and ethical
issues on the digital or online marketing. The electronic commerce helps the business enterprises
to practice with many advantages along with some risks. The ethical and legal issues which are
related to E-business are discussed as below:
Ethical Issues
Web tracking: E-commerce provides the information about the users who use the site and
the area from where they access it. The companies track the activities of the individuals through
the analysis of software and cookie. This cookie are generally, stored in the tracking history of
the PC of the end users. By using or installing the program like cookie cutters, spam butcher, etc
the users can control over such cookie.
Privacy: Mangold and Faulds, (2009) describes the privacy issues are always existed
there for the company. This issues are generally, related to the privacy of the employees of the
company. Most of the electronic systems identify the users so it is essential to protect them from
this.
Legal Issues
Fraud on the internet: It is one of the main legal issue which generally occur in online
marketing. This is rapidly increasing on the websites. It is the main issue of the cyber and click
and mortar merchants. The small investors usually conduct this fraud businesses on the websites
to earn money. The other areas of potential fraud include the phantom business opportunities and
bogus investments.
Copyright: The law relating to the copyright act protect the intellectual property. This is
usually happens on websites that the property like cinematography, music, etc. are copied by the
others on fraudulent basis. As per the view of Kim and Ko, E, (2012) It is a crime to do such
work and to avoid this copyright act is enacted for the protection of the intellectual property.
Domain name: It is the another legal issue of the domain name. According to Mangold
and Faulds, (2009) the internet addresses are consists of the domain names. Most of the fraud
and duplicate companies uses the domain name of the reputed company and makes the profit on
that basis. This type of activities by the others may harm the reputation and the image of the
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