Fuschia is a cosmetic company with multiple shops around each county in Ireland, in super salons in the United Kingdom, and the United States. Further, its products are available in salons and pharmacies which increase their presence. The firm maintains a high service by training its business partners in maintaining the ‘Fuschia look’ to the clients. The firm has several make-up products ranging from those used to beautify the face, eyes, brows, lips, eyelashes, and cheeks among other gifts to its clients. In meeting the demand, the firm stocks products such as lip glosses, balms, primers, liners, shadows, glitters, bases, pencils, bronzers, pressed powders, foundations, self tanners, makeup brushes, bags, and mascara.
The firm maintains its touch with clients by offering the products, advising on the use, and offering after services where clients call in and have consultations with make-up artists. The firm takes pride in its products by expressing the fact that they not only sell make-ups but also confidence delivered through their products (Ashley and Tuten 2015). The increase in competition forces many firms in the industry to use alternative sources of advertisements in pushing their products (Johnson and Myatt, 2003). The increase in the use of digital and social media presents Fuschia a stiff competition as it lacks creativity and innovation in marketing itself on the digital media. The paper develops a digital media strategy through which Fuschia Makeup can propel its products to the huge online market (Baker and Hart 2008). Besides, the paper shall focus on the current situation and the indicators for change through increased advertising.
Situation analysis is important towards assessing the potential and difficulties faced by a firm and proposing the way forward towards success. Besides, the analysis enables one to perceive the threats accompanied by the operations and thereby enable a correction towards important marketing. Moreover, understanding the opportunities in place enables the firm ventures into more markets to enable it survive the competition brought by the existing and the incoming businesses to the industry.
Strengths
The firm develops quality products for its customers which increases its brand awareness and growth amongst the customers. In this case, the strength increases customer trust on the products thus maintaining a steady flow of clients to its products.
The firm through its makeup artists engages in research and development which yields benefits through trendy products that meet the ever-changing preferences of the consumers. Research and innovation gives the firm the chance to develop products according to the customer’s request as well as those designed to meet the demands of the clients (Braun 2002). The strength allows it to fight competition from other firms with no proper research and development in makeup product lines.
The company has a clear focus on the customers through its makeup artists who demonstrate and help clients select the product that best matches their needs as well as helping them put them on their faces. Besides, the firm has a well-developed customer response system where all queries asked by the clients receive prompt address, thereby placing the clients as a priority.
The firm does a lot to maintain its presence on the social media through the social media page which allows it to promote its product. As a result, the firm captures the great market residing online and thus enables it to attain the significant market dominance it serves (Friesner 2001).
The firm has a strong product line that captures the needs of the customer’s right from those used on the eyes, eyelashes, cheeks, to the eyebrows. The long-stretch of product line enables the firm to attract a significant number of consumers to its business (Gershon 2014).
The firm lacks a strong presence on the world market given the small scale of its presence around the continents. As a result, the firm face stiff competition from the firms with a large global brand awareness who expand daily towards their advantage.
Lack of Visual Presence on the Website
Despite the presence on the social media, the firm lacks a strong visual presence on other advertisement avenues on the internet. The firm needs to accord itself a page that directs customers to its website to promote its activities. By doing so, the firm would capture abroad market for its makeup products.
Increase brand awareness on the digital platforms
The digital platform offers a wide market for products to consumers all over the world. The opportunity would not only grant the firm the chance to expand its product consumption but also raise the number of partners needed for its expansion. As a result, the growth in brand name would remain in place thus increasing the revenue stream for the firm.
The global village scenario gives the firm the opportunity to grow its brand name leading to the expansion into new markets driven by the increased demand on the products. In response, the company acquires the chance to open shops in the high demand locations while attracting a significant number of interested partners for the business.
Threats
Competition remains stiff in the current generation where most firms utilize the online market to the extent of offering online shops coupled with a proper delivery service. Besides, the growing competition occurs through the increasing demand in locations where the firm fails to own shops thus giving the competitors an upper hand in developing brand growth in the areas.
The cosmetics market remains infiltrated with many players embracing the market. As a result, cheap products reach the significant market composed of the middle and the lower class individuals. As a result, only a little market remains for the firms offering high charges for a product thereby increasing the rate of competition.
Brand Analysis
Fuschia has a strong brand name across Ireland, in super salons in the United Kingdom, and the United States. However, it lacks a similar influence in other continents and countries where its competitors thrive the market. In this respect, there is need for the firm to strengthen its efforts in delivering change by embracing the digital market as a solution to brand growth and recognition (Carter 2012). The firm offers timely service to its customers after purchasing products but fails to increase its presence in other areas thereby limiting the buyers from a repeat purchase in cases where one travels to other locations. The inconsistency in offering and availability gives a client the room to shift to other providers thus reducing the demands of the company’s products.
Besides, the competitive landscape in the cosmetics industry is quickly changing with the competition shifting to the digital market where marketing and the sale of products continue to excel. As a result, the firm’s only presence on the website remains a disadvantage to the firm which risks reducing its revenue stream as well as brand recognition (Craig and Douglas 2005). The firm has a wide target of audience based within the age of 12 to late 60’s. A crucial number of the target audience for the business spend considerable amount of time on the internet which gives the firm a chance to grow.
Moreover, the firm lacks a proper market positioning on the global landscape where its influence remains in less than four countries across the globe. Therefore, there is need to tap on the internet provision for marketing and sales to attain its target of a significant market. According to (Chaffey and Ellis-Chadwick 2011), the millennial offer a significant market that can boost the brand and expand their presence around the world. The firm needs to position its shops to the internet market where a considerable market exists.
Communication is another critical factor in targeting market in businesses. According to (Cravens and Piercy 2006) communication channels with the clients determine the rate of product uptake across the board. The firm has the website and the social media page through which it communicates to the clients. However, there is need t use the online portal to reach a wide audience for its products. In surviving the stiff competition in the industry, the firm needs to utilize the digital marketing platform to reach the youths and the elderly using the products as well as expand the market for the entire audience (Dobni and Zinkhan 1990).
Lastly, the marketing efforts of the firm do not give it sufficient chance to use the traditional marketing tools to sell its products and services to the clients. Traditional options such as the print industry and the media advertising remain essential advertisements tools but fail to reach a wide market despite the expensive nature. The digital marketing using the internet options allows firms to cost-effectively advertise and sell its products to a broad market (De Waal 2003). As a result, the audit indicates the need to increase and divert to a more effective marketing strategy that match the assets and capability of the market.
Consequently, there is need for the firm, given its brand name position to allow for the implementation of the digital market plan to guide its advertisement and marketing efforts towards surviving the competition on the market (Edelman 2010). Every positive oriented firm needs to prepare its positioning and message aimed at targeting its market. The firm needs to embrace the digital market by consolidating its assets and marketing efforts towards expansion and attaining a significant number of partners for its business. The analysis gives the indication on the need to increase the competitive nature of Fuschia through an online strategy aimed at meeting the wide audience.
The firms’ main objective is to achieve a large market and increase a significant market share for its products. The competition brought in by the new players as well as the existing ones pose a threat to its business. As a result, the firm has to strive to increase its brand recognition, increase its customers, and raise its revenue stream in the makeup market. The makeup business is growing daily, offering the firm the promise of expanding its market and achieving a large brand name in the industry (Dunleavy, Margetts, Bastow and Tinkler, 2006). In achieving the same, the firm plans to use the online platform to get to the clients, convince them towards its superior products and service, and eventually develop a considerable revenue stream in the industry.
The digital market gives the promise of an increased presence as well as the influence of the space to attract more individuals towards businesses. The firm shall utilize the 5Ss in digital marketing to provide the goals of the project and indicate the expected benefits of the digital marketing. The 5s assist the firm in setting and attaining its goals in the competitive market. Using the key indicators, the firm shall attain considerable flow o individuals to its business given the large audience on the online market. Cost saving is an aspect practiced by any business towards profitability, and remains an essential goal. Secondly, driving sales assist in realizing a steady revenue for the firm and the shareholders (Parmenter 2015). Besides, saving and increasing brand name remain key goals towards a successful accomplishment.
The firm seeks to achieve the goal of increased sales that translates into business growth. The digital market opens up a firm to public view given the shift of users from the predominant traditional media to the digital media (Peng Wang and Jiang 2008). The social media remains a substantial source of market for businesses given the millions of individuals. The firms’ goal is to increase the volumes of products on sale translating into profits.
Speaking directly to the customers remains an essential goal towards achieving business success. The second goal relates to communication which depicts the level at which individuals reach their customers (Killian and McManus 2015). The firm needs to get as close as possible to its clients in attaining a large market share. The digital market satisfies the goal by presenting a large audience towards the firm (Pasqua and Elkin 2012). In this respect, the firm manages to attain the goal of getting closer to its clients by dialoging and participating in the online activities with its clients and attracting them closer to the products.
The third goal of the digital market is to serve the clients by delivering the firm’s services closer to the people and ride on the superior experience to drive their business. The firm’s goal is to serve the clients by extending their excellent service to the clients by offering expert advice. The aim of the goal remains to add value to the clients who in return would make repeat purchases and refer others to the business (Ghosh and John 1999). Delivering quality service results in increased sales and revenues for the firm as well as provides the consumers with the best service and customer experience deserved (Leeflang, Verhoef, Dahlström and Freundt 2014).
The main goal of businesses is to remain profitable by using resources efficiently while cutting down operational costs. In this respect, the firm seeks to use the digital market to reach its goal by saving costs on marketing. According to Markovic, I. and Kowalkiewicz, (2008), the online marketing provides a cheaper source of market which attains a considerable number of people within the shortest time possible. Notably, the firm can save a lot of money earlier spent on the traditional sources of marketing which remain expensive and non-promising compared to the new offering (Kline Dyer-Witheford and De Peuter 2003). The goal of the organization through the marketing is to save costs in marketing while attaining a significant market.
The digital market presents the goal of brand name growth coupled with the wide audience that visits the online portals. Brand name growth is a key goal associated with online marketing. Having a strong brand name and recognition yields more benefits to firms by transferring more customers to a business. Fuschia stands to benefit from its brand growth by extending its presence on the social media, referral programs, pay per click, and ad sites (Mihalcea and Savulescu 2013). Sizzling as a goal delivers success by growing a brand name and its trust in the market which translates into increased sales volume.
Key Performance Indicators
The concept is a performance measurement that enables firms understands how departments or entire firm is performing. The performance measurement helps in projecting the benefits to be attained by the firm through the digital marketing plan. The first involves the financial metrics which remain key to any business investment.
Every firm in business gears towards profitability more than any other aspect, and remains key to business viability. Placing the firm on the digital market increases the chance of customers recognizing the products, making repeat purchases on the online and offline shops which result in profits for the firm (Mulhern 2009). Fuschia is well placed to increase its profits by increasing its advertisement efforts given the strong brand name in its areas of influence. Therefore, the promised advertisement, resulting in more marketing efforts places the indication of a renewed revenue stream resulting in profits for the shareholders.
Marketing efforts consume a lot of resources as evidenced in the traditional marketing. As a result, there is a need for the marketing to remain profitable in the long run. Digital marketing is one of the emerging marketing tools which yields more profits and in a timely manner. Besides, the costs incurred in the marketing are worth spending considering the profits it yields at the end. For instance, the cost of paying for the pay per click program in advertising may cost 10 dollars but yield a sale of 80 dollars which seems considerable given the promise of a referral program and a repeat purchase from the interested clients. Therefore, the low cost indicates a performance potential for the marketing effort.
Marketing efforts focus on profitability achieved through a steady flow of revenue. The traditional market offers marketing efforts but fails to deliver considerable revenue basing on the costs incurred in the process. However, the digital market, containing a large audience who remain the largest batch of users of the firm’s products indicates the promise of increased revenue. In this case, the marketing efforts would lead to increased presence that would attract more clients to the business (Prodromou, 2013). Consequently, this would translate into increased revenue streams as per the target through increased customers and partners in the business.
Marketing efforts increase sales experience among firms, and in this respect gives the firm the indication of increased volumes of sales. The firm stands a chance to benefit from the marketing efforts given the increased number of individuals making purchases. As a result, there would be an increase in the daily sales which would translate to profits for the firm.
The digital marketing gives room for business growth across the globe. The marketing efforts reach individuals across the continent. The firm shall benefit from the situation by increasing its client base and the number of partners coming to its business. The online market would give the promise of online shops coupled by increased sales volumes of sale. Consequently, the sales in different regions apart from the existing one would be realized leading to potential increase in sales in diverse regions of the product offering.
Customer Acquisition Costs
In marketing, the cost of acquiring customers determines the profitability index registered by individuals. The digital market gives the opportunity of selling products to a large market, thereby increasing the chances of acquiring clients at the lowest cost possible (Rosemann and vom Brocke, 2015). Digital market gives firms the chance of advertising to users on the search engines, social sites, and the websites which limits the costs of acquiring customers as opposed to the traditional sources.
Customer satisfaction and retention depends on the efforts placed by individuals towards according the best service to the consumers. The strong brand name and the quality service delivered by the firm would translate into a customer satisfaction on the larger platform (Stephen and Lamberton 2016). The firm should translate the excellent service and advice to clients to all its clients in retaining its presence on the global market. As a result, the individuals pleased with the service would bring in more buyers and have them retained within their business thus developing into profits.
The digital market contains millions of customers whom marketing efforts would result into a significant uptake of clients. Apart from the profits ensued in the process; the large number of people viewing the advertisement would count on the strong brand name created in its areas of operation to try their products (Tiago and Veríssimo, 2014.). As opposed to the firm’s earlier marketing efforts through the traditional means, the current market gives the promise of more customers to the company’s products. The results indicate the key performance indication for the business.
Strategy-persona Definition
Persona in business relates to the ideal customer base according to marketing research on a given business. Fuschia has a considerable number of target clients ranging from different ages groups. A significant population across the continent, especially ladies uses makeup products in their daily lives. The facts provide a large demography for the firms’ products with the youths leading the way. Youths love to apply makeup, which gives them the confidence to face and embrace the trendy look. Moreover, the models and individuals in the fashion industry love to use makeup to complement their fashion design, thus presenting a wide market for the products. Besides, every female strives to look smart and would not avoid using one or the other makeup towards a beautiful creation. Therefore, the products are suitable for the youths, teens, and the elderly who opt to remain fashionable and trendy. On the other hand, partners present a wide market for the products in areas where the firm cannot embrace a direct marketing and sales (Valentin 2001). In this respect, the wide demography and motivations to beauty drive the clients to the firms’ products. The persona provides a guide on the digital marketing based on the fact that the youths who form the largest batch of its consumers resides mostly on the internet.
The firm has catchy phrases that it uses towards attracting and retaining its clients to the business. For instance, the business promises confidence through its products by making the users appear outstanding thus confident in facing the world. For example, the phrase “I can take on the world, but first I need some make-up” drives the aspect of confidence delivered through the products. The firm promises to deliver value for money through wide array of products which meet the diverse needs of clients for whatever occasions and in the desired quantity expressed by a client.
Besides, the firm guaranteed value not only through its products but also the services delivered by the makeup artists who offer advice and services to clients. The value proposition by the firm stipulates the kind of service and products delivered. For instance, the statement, “We don’t just sell makeup, we sell confidence, we like to think that we sell happiness in a jar!” justifies the zeal of the company in meeting customers’ needs. Besides, “we really like to spend time with our clients helping them to achieve the looks they want” tells of the justification to fulfill the demands of customers through their business thus driving value.
The proposition of value to the customers reassures them of the firm’s support and need to quench their thirst for beauty to great extents. As a result, the statements mentioned above drive more clients to try the products and make repeat purchases whenever satisfied with the offering. The digital media would give it a proper ground to market its goods and have customers experience the customer focused beauty touch.
Channel Strategy
The firm shall utilize the digital marketing avenues to make known its brand name, attract more clients to its business and drive more revenues to its business. First, the firm shall duplicate its website details everywhere across the channels to have clients directly in touch with their product offering. In so doing, the firm shall use the social media by creating a fan page for its products which allows clients to like and follow a link to the full website of the company (Gunter 2009). Besides, the firm shall use the search engine optimization to make sure it appears among the top list in searches. Lastly, it shall embrace the paid media to redirect clients to its business in increasing their market share and attracting a new set of clients to its business.
(social media, website blog, seo, paid media)
Content marketing is an essential part of digital marketing which uses the internet to propel its products. Content marketing serves the goal of creating brand awareness, converting and nurturing leads into business, offering customer service, retention and loyalty, as well as develop a passionate group of subscribers (Topalian 2003).
The firm plans to use the search engine optimization from the relevant search firms such as Google to raise awareness and drive more people to its business. In this case, the firm ensures a high listing every time individuals search anything related to beauty products. By so doing, clients would be redirected to the website where possible purchases or orders can be made apart from listing its store locations (Tsimonis and Dimitriadis 2014).
Social media marketing occur where a firm develops a fan page where clients can follow and share widely new products on offer. As such, individuals with a large following can be used to promote the products and share among their followers (Tsimonis and Dimitriadis 2014). In this case, new clients would stream to the firm’s website and increase their chances of making purchases. The increase in following generates revenue in terms of sales and brand recognition which develops a loyalty situation.
Refers to the program where individuals click on a url which directs them to a source website for a business. Here, the firm pays the advertising firm which turns in purchases or possible referrals by clients. The method raises the possibility of increased sales and awareness of the company’s offering. The links or information on the website can appear in between content on selected sites where the pop-ups on the firm’s information become essential in marketing the products. As a result, a significant growth in brand awareness, loyalty, repeat purchase, and increased revenue manifests (Warnick 2001).
Blogs are a way of generating brand presence on the social media. The firm can engage its experienced makeup artists in developing catchy topics on beauty which at the end relate to the products offered by the company (Weber 2009). As a result, the readers of the blogs would possibly share the information and redirect others towards trying the products. Besides, the firm can use the services of prominent bloggers with a huge following to sell their products at a fee by advertising its benefits to its followers.
The firm shall establish a control and evaluation mechanism which covers all the four digital marketing plans for the firm. The enterprise shall conduct a two week monitoring plan to establish the impact of the marketing efforts through the numbers flocking on its website and in the respective orders on product purchases (Wertime and Fenwick 2011). Besides, the monitoring team shall carry out a survey on the most promising channel that yields benefits to the firm. Reference shall be made by the monitoring team on the social sites to check on the comments given by the clients on the fan pages and ensure a prompt response is given to the clients. The recommendations and suggestions shall be used towards making the business better and establishing an online interactive portal with the clients. As a result, it shall take action on concentrating on the best marketing effort and investing more finances for a productive outcome (Wolter, Menzel and Meinel 2008). The budget shall be adjusted accordingly depending on the needs and the probability of individuals purchasing a product.
Conclusion
Marketing is a key tool towards achieving a significant market. The digital market provides an opportunity for businesses to thrive given the high audience found on the digital media. The social media has a lot of users who upon viewing the advertisements culminates into possible purchases. In this case Fuschia is poised to benefit from the marketing efforts given the wide presence of its target buyers on the online market. The analysis illustrates the best opportunity for the firm to utilize towards success. Therefore, the key indicators for success act as control points which shall be monitored to the latter to ensure a smooth operation in the firm. The firm shall experience the best inflow of new and repeat customers by utilizing the source.
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