This report presents the situation analysis of Billabong Clothing retail company, Australia. It also discusses the digital marketing objective and identifies the target market as well as branding and positioning strategies. This report also demonstrates the recommendation for product, price, place and promotion strategies. It also illustrates the digital marketing communication plan and relevant evaluation and monitoring approaches.
Key digital marketing trends
Social messaging app
In the current scenario, link sharing is highly used by the company but the enlargement of visits and audience is not coming from websites, blogs as well as social media. It is now coming from the private messaging app such as Messenger, Facebook, WhatsApp, slack and more.
Cross-platform content sharing is how digital marketers can become accustomed to this shift in link sharing practices. Businesses that want to increase their audience and enhance their click-through rate must design their content to be shared on messaging channels and social media channels (Chaffey and Ellis-Chadwick, 2016).
Marketing automation
In the current scenario, increasing brand’s online presence will be chief to their success and alter consumer’s habits will be vital to their success and altering consumer’s habits will impact on the marketing department. In such way, automation indicates that marketers should not have to work 9 to 5 to complete the job as; it could decline the customer’s demand towards their products and services. Therefore, the company should deal in 24*7 hours to deal with the customers.
It is also identified that advancement is marketing automation techniques is aiding the marketers to grow demand as modern approaches require a more dynamic post, frequent posts, as well as inclusive development and tracking of customer journey (Armstrong, Kotler, Harker and Brennan, 2015). The focus must be on micro-scale marketing, high-quality and rising tried and tested approaches such as search engine optimization. Hence, the company should invest in the right tools as marketing automation can be effective to increase the return of company.
Video marketing
Video marketing entails the live video as it will continue to grow at an incredible rate in 2018. There are large numbers of users who love to watch videos, particularly on their mobile devices. Video consumption is expected to reduce to some extent on desktops as well as laptops in 2018. However, mobile video consumption is predicted to expand considerably (Ryan, 2016).
The video is a huge element of social media hence company can post the video advertisement on social networking channel. It is assessed that short 6-15 second advertisement before as well as during video make sure that users will not navigate the video they want to access. Thus, it is stated that planning of mobile video marketing strategy is effective for content marketing as well as search engine optimization (Leeflang, Verhoef, Dahlström, and Freundt, 2014).
Issues facing the organization with a referenced SWOT analysis
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Strength Initiating the trendy clothing retail channels amongst oldest store Deals in a wide range of clothing products Well-organized operation as well as the strong brand name (Tiago, and Veríssimo, 2014). Trendy and successful own-store named Billabong Clothing retail company, Australia |
Weakness Lack of competencies to make recognition in the international market as compared to its rivalry. The brand has unproductive to obtain the competitive advantages Penetrate into e-marketing is late, which consequences high rivalry leads to a lower rate as well as high experience (Charlesworth, 2018). |
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Opportunity Promote the goods as well as services through sponsorship, advertisement, and promotions Addressing the development via strategic acquisition and franchise models in emerging countries (Stephen, 2016). |
Threats Economic recession could hinder the whole growth strategy of building digital marketing channels (Kannan, 2017). High competition from the international rivalry. |
Issue identified
The maximum fund is needed to sacrifice a consumer
A high amount of consumer may think to buy a large number of products as well as services even in a strong condition to get long-term satisfaction. Due to expensive products and services, these consumers have declined their spending in another field. Thus, Billabong Clothing Retail Company should emphasize on delivering the advantages to customers and provide convenience to them as it is precious to perceive the sacrifice extent of customers (Karjaluoto, Mustonen, and Ulkuniemi, 2015).
Expensive Trendy Stores
The trendy strategy is beneficial for enlarging the retail business. In the existing phenomenon, a customer wants to modern lifestyle as Billabong Clothing Retail Company should emphasize on trendy clothes that could be costly for the corporation. In addition, it is assessed that different individual has a diverse need as per their choices. Moreover, trendy consumers want higher rate tags goods as well as services. Therefore, marketing of this higher-end product would be difficult for the company (Royle and Laing, 2014).
Digital marketing objectives
Identification of Target market (s) and relevant Branding and positioning strategies
Undifferentiated marketing strategy can be applied by Billabong Clothing Retail Company to avoid the individual influential factors. As a result, it could influence the buying behavior of the consumer. Under this approach, a corporation will emphasize on manufacturing only one product as well as target the whole population by using single marketing mix. By using this strategy, Billabong Clothing Retail Company can persuade the high amount of customers by eliminating the segmentation from the marketing activities (Stone and Woodcock, 2014). Under this strategy, Billabong Clothing Retail Company can involve different media approaches like digital media, newspaper, social networking, television, and radio.
Positioning
Billabong Clothing Retail Company will emphasize on an individual who gives preference to live a modern and trendy lifestyle in Australia. For those people, they will deliver trendy as well as comfortable clothes as it has higher demand in the market nowadays. The company will also pull the attention of people by improving the customer handling services as well as providing the added value to customers as they are ready to pay a higher rate for buying the trendy and quality products and services (Taiminen, 2016).
Summary of recommendations for Product, Price, and Distribution strategies
Product:
Billabong Clothing Retail Company is a small company in Australia as it should deliver the different kinds of clothing products. These products should be formals, casual, and party-wear. In each kind of clothing products, Billabong Clothing Retail Company should offer the different category of choices like local and international brands. As a result, it will make competent to the company to meet the needs of customers by offering them a different category of choices (Yadav, Joshi, and Rahman, 2015).
Price:
Billabong Clothing Retail Company should keep the slightly higher rate as compared to its competitors in the marketplace. It could be recommended that Billabong Clothing Retail Company should provide a different range of affordable clothing products due to high rivalry in the marketplace. It should also provide the shopping card to their customer as it could be prominent to mechanically maintain the record of consumers (Buchanan, Kelly, Yeatman and Kariippanon, 2018). Consequently, there would be no requirement to keep the paper receipts with regards to customer buying information.
Place:
Billabong Clothing Retail Company should expand their store in across Australia. It should also use the online system to influence the purchasing pattern of the consumer with regards to clothing products. It should also facilitate the mobile app services to their customers for purchasing the clothing products from anywhere and anytime as it could be lucrative to pull the attention of bulk of customers at the marketplace (Ryan, 2014).
Promotion:
Promotion is another strategy that could be significant to positively persuade the individual factors. Therefore, Billabong Clothing Retail Company should apply the innovation and creative message for endorsing the clothing products. It should also provide the loyalty plan for their customers such as clothing discount. In addition, Billabong Clothing Retail Company can apply the online media as well as digital media strategy to efficiently persuade the individual factor like need and personality via endorsing the clothing products (Staton, 2016).
Digital marketing communication plan
There is distinct technique implemented in digital marketing communication. It would be significant to directly interact with the customers as well as develops the long-term coordination with them. These digital marketing communication techniques can be Instagram, Facebook, and Twitter, websites of company, e-mails, and Snapchat. As a result, it would be beneficial to develop the awareness about Billabong Clothing Retail Company in the Australian clothing market (Ryan, 2014).
Present action programs
Billabong Clothing Retail Company will execute the below procedure for completing the digital marketing objectives:
Initial phase
Billabong Clothing Retail Company will invest AU$ 5, 00,000 to promote their products as well as developing the awareness about their brand between wholesalers, distributors, and customers. It will conduct the market research earlier for launching the products as it could be appropriate to comprehend the needs and wants of customers (Buchanan, Kelly, Yeatman and Kariippanon, 2018).
Second phase
Billabong Clothing Retail Company will commence interacting with the end consumers by using digital communication medium as it would be appropriate to increase the customer’s demand towards its clothing company. It will exercise several tools of social media such as e-mails, Snapchat, Instagram, Facebook, LinkedIn, and Twitter. This stage supports the Billabong Clothing Retail Company to meet their digital marketing objective in a feasible way (Yadav, Joshi, and Rahman, 2015).
Third phase
Billabong Clothing Retail Company will pool the feedback from the consumers by their experience of using the clothes of this brand. It would be appropriate to avoid the concern that would rise in the goods and services. It would also support Billabong Clothing Retail Company to enhance the product’s quality in the long-standing market (Staton, 2016).
Last phase
In this phase, Billabong Clothing Retail Company will take a judgment with regards to negative comments that have given to the customers. In such way, it can formulate the feasible strategy to avoid and eliminate the unfavorable comments. Consequently, it would be appropriate to gain revenue of products in the Australian clothing market (Ryan, 2014).
Marketing initiatives
There are different marketing practices that need a high amount of efforts before execution. Moreover, reliable disclosure may facilitate the better outcome as marketing manager should focus on the marketing approach, which has executed several times for 10 weeks. In such manner, the marketing manager can maintain the marketing practices and track the several aspects of programs like responses generated, media application, revenue generated, return on sales as well as cost and timing of promotion (Yadav, Joshi, and Rahman, 2015).
Feedback
Billabong Clothing Retail Company can take the feedback from the customers to examine the favorable as well as the unfavorable aspect of e-marketing practices. By collecting the feedback from the customers, a corporation can make required alteration and then execute this plan (Buchanan, Kelly, Yeatman and Kariippanon, 2018).
Return on investment
It is assessed that return on investment is an essential component of executing the digital marketing plan. For this, a corporation can assess whether a high amount of funds was spent on the digital marketing plan. It could assess the funds that would be spent on each digital marketing practice as well as analyze the whole performance. As a result, it will appropriate for obtaining the expected return on investment (Staton, 2016).
Conclusion
From the above interpretation, it can be concluded that Billabong Clothing retail company, Australia will assess the situation analysis to implement the digital marketing plan. For analysis of the situation, the company will identify the key digital marketing trends as well as SWOT analysis to assess the issue within an organization. It can be also summarized that company set different digital marketing objective to get a favorable outcome from the digital marketing plan. It can be also concluded that company will use undifferentiated targeting strategy to pull the attention of bulk of customers by using single marketing mix strategy. It can be also summarized that company should implement different marketing strategies such as product, price, place, and promotion. There are certain approaches will be used by the company to evaluate and monitor the digital marketing plan.
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. UK: Pearson Education.
Buchanan, L., Kelly, B., Yeatman, H., & Kariippanon, K. (2018). The effects of digital marketing of unhealthy commodities on young people: a systematic review. Nutrients, 10(2), 148.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. UK: Prentice Hall.
Charlesworth, A. (2018). Digital marketing: A practical approach. UK: Routledge.
Kannan, P. K. (2017). Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.
Ryan, D. (2014). The best digital marketing campaigns in the World II. USA: Kogan Page Publishers.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. USA: Kogan Page Publishers.
Staton, M. G. (2016). Improving student job placement and assessment through the use of digital marketing certification programs. Marketing Education Review, 26(1), 20-24.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that depends on the better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), 4-17.
Taiminen, H. (2016). One gets what one orders: Utilisation of digital marketing tools. The Marketing Review, 16(4), 389-404.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why Bother?. Business Horizons, 57(6), 703-708.
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: the new hybrid element of digital marketing communications. Procedia-Social and Behavioral Sciences, 189, 335-343.
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