Discuss about the Branding Strategies Of Will World Education.
Will World Education is a multinational organization engaged in providing education related services. It includes advisory services, guidance for all international students who are searching for the right path in order to fulfil their professional dreams. Will World Education represent more than 100 institutions in Australia and across the globe. Organization is engaged in providing adequate advisory programs and courses in order to fulfil student’s expectations to find out the most appropriate path to achieve the goals in their lives. Organization was founded in 2007 by an international student William Moreno Acero who arrived in Australia in 2005. He is the current CEO Director of the organization and while setting up this organization, he faced several challenges and issues being in a new country. But he overpassed all of them in the most appropriate manner and while finishing his Master of Commerce degree, he found the opportunity in education field. He started Will World Education to provide better services related to find out the perfect path to enhance career growth based on his own experience. Primary mission of the organization to is to build strong relationship with its customers along with all educational institutions by rendering the high quality educational services (Will World Education, 2018).
Under this report, digital marketing plan will be discussed in relevance with the functionalities of the organization with the motive of expansion of the business in other parts of the globe. In relevance to this, situational analysis, key digital marketing trends and issues, objectives of digital marketing and several other aspects will be analysed. Apart from this, the most appropriate target market will also be analysed for the organization for the purpose of fulfilling the expansion. Further, report will focus over the branding and positioning strategies to set up an effective image in the new market.
Key digital marketing trends
Content marketing, Big data, social media marketing are some of the key trends in digital marketing strategies. In relevance with the Will World Education, all the three trends will play crucial role in relation with the expansion of the business in the new target market. New Zealand market has been selected as per the market research activities to expand organization business as well as to add more educational institutions in the reachability of Will World Education for providing more appropriate advisory services and consulting services to the international students. Major purpose of content marketing is engaging the target audience so that the desired goals could easily be attained. Will World Education is engaged in providing advisory services to international students to select the most appropriate path to give pace to their career (Wymbs, 2011).
A perfect digital marketing plan in relevance with Will World Education will be appropriate combination of all strategies. Outcomes originated from the situational analysis will be utilised in an effective manner so that it could be promoted in an effective manner. With the help of situational analysis, organization will be able to analyse its strengths and weaknesses along with opportunities and threats available for the organization in the target market. This analysis will help the organization to enhance its performance by adopting appropriate strategies and measures in order to convert opportunities into strengths and reduce the impact of threats along with mitigating weaknesses. In this manner, organization will be able to expand its operations in international market along with providing quality advisory and consulting services.
Big data is another crucial segment of digital marketing trends. Big data refers to the extremely large data sets which are used to evaluate the customer pattern, behaviour, current marketing trends, etc. For example: in today’s business environment, big data analysis says that the most used marketing strategy is social media and other platforms based on internet. Social media marketing is another important part of digital marketing strategies. Facebook, Twitter, Instagram, WhatsApp messenger, email marketing are certain crucial aspects of the digital marketing trends and using these platforms, organization could attain desired goals and objectives along with the expansion of business in New Zealand market (Armstrong, Kotler, Harker & Brennan, 2015).
Data theft is the major issue related with digital marketing strategies. Lost data could be misused and further consequences will be faced by the Will World Education. Data leakage leads to generate various issues for the organization through which the effectiveness and the efficiency will be decreased, thus, the organization will not be able to develop reliability amongst the target audience. It will lead to failure of the organization. For example: recently Facebook is suffering from the same issue i.e. data leakage scandal in Cambridge Analytica. Leaked data could be used for various unlawful and unethical practices which is not positive indicator for organization growth and success (Ryan, 2016).
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Strengths · Experienced and knowledgeable staff · Qualified curriculum · Represent more than 100 educational institutes (Will World Education, 2018). |
Weaknesses · Technology · Lack of training measures · Lack of reliability in target audience |
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Opportunities · Enhance student’s enrolment · Expansion of business in international as well as in domestic market |
Threats · Huge virtual competitors · New entrants in the market · Lack of awareness in the target audience |
Company recommends its students to take join English courses so as to make better command over the universal language. This will help the students to grab the appropriate knowledge in relevance with the courses offered to them by various vast educational institutes. It will give rise to the student’s career growth. Further, counselling, consulting and advisory services in relation with the educational courses are offered them.
Primary objectives of Will World Education are to expand its network in domestic as well as in international market. For the same, organization along with its CEO has developed certain digital marketing objectives which are as follows:
Target market in terms of Will World Education is every city, state and country where students are struggling with finding the appropriate way for further studies. Primary services rendered by the organization is counselling and consulting services to those students who are unaware about the professional courses, educational degrees, etc. but wants to study either from home or from the educational institutions. Will World Education helps them to find the most appropriate path as per student’s interest. In this relation, New Zealand has been selected as the target market after conducting the market research. It has been evaluated that the demand of these types of services are much high there. Apart from this, number of high schools, qualitative educational institutes with various professional courses, etc. is also high in New Zealand (Chaffey, 2010).
While selecting the appropriate target market for Will World Education, certain crucial steps will be executed such as target customer base i.e. number of students, companies engaged in the same type of business, analysis of their products/services’ effectiveness, choosing the most appropriate market, evaluation of external as well as internal marketing environmental factors, etc. Further, segmentation strategy could also be used for the purpose of defining the appropriate target market amongst the chosen country so that the desired goals and objective in relevance with rendering qualitative counselling and consulting services to the students will be attained (Truong & Simmons, 2010).
Brand positioning is a conceptual framework used for setting up an effective position in the target audience’s mind-set. Under this strategy, organization is required to promote those aspects and benefits through which organization could set up the same image in the consumer’s mind –sets when they think about brand or product. With the help of effective branding positioning, organization could generate opportunities for maximising the customer relevancy and competitiveness in the target market (Fuchs & Diamantopoulos, 2010).
Before adopting or developing a branding strategy, following four key components must be recognised:
The most appropriate brand positioning strategy for Will World Education is differentiation. Differentiation strategy is the critical factor for success and growth and with the help of implementation of differentiation strategy; organization could differentiate its products from the competitors in the target market. Will World Education could enhance the quality of its services so that an effective brand position could be developed amongst the target market. Distinctive image would help the organization to make a unique image in the target market along with enhancing the market share and customer base in relevance with the attainment of competitive advantage.
It has been recommended to Will World Education to adopt appropriate adequate product, pricing and distribution strategies with regards to the attainment of desired goals and objectives. Attainment of competitive advantage in the target market is essentially more important for Will World Education in relevance with setting up brand image in the target market. Reducing the prices of its services by adopting cost leadership strategy, adaptation of differentiation strategy for making its products unique from competitors’ and intensive distribution technique could be adopted in order to maximise the outlets to obtain higher sales and profitability.
Digital marketing communication plan will help the Will World Education to spread awareness about its products/services’ features and effectiveness in the new target market. In relevance with this plan, trending communication strategies such as social media platforms (Facebook, Twitter, Instagram, etc.), official website, search engine optimisation suggestions, e-mail marketing, online advertising and search marketing and online publicity will be used in order to boost up the sales as well as profitability of the organization (Tuten & Solomon, 2017).
Digital marketing technologies are quit new for organizations as compared to traditional forms of advertisement. Options in digital marketing communication plan are huge and provide various opportunities to the companies in terms of fulfilling its desired goals and objectives. Various companies are performing over digital business models like Amazon retail, Uber taxi service, Expedia travel, etc.
Digital marketing communication plan is a part of integrated marketing communication tool. This tool helps the organization to approach its target audience by providing them enough information in order to attract them. In scenario of Will World Education, digital marketing plan will work as the most appropriate tool because there are numerous courses available in the education and professional field and choosing an appropriate one is bit difficult task for students. In this manner, student requires an expert’s advice over it so that they could choose most appropriate course as per their understanding, capabilities and previous education field. Communicating this thing to the target audience through trending advertisement and promotional plan will help the organization to enhance its market share (Chaffey & Smith, 2013).
Will World Education could use video marketing in order to attract its target audience. Video marketing is a crucial part of digital marketing communication plan and it will consists a short and sample consulting session with a student. This will help the organization to showcase its functions in front of its target audience. In this manner, desired goals and objectives will be attained in an effective manner.
Logical framework approach
This approach helps the organization to clarify its aim, objective and purpose from a project, policy and program. It analyses from the starting point i.e. input from the last point which is manufacturing and distribution of finished goods. This approach analyses the errors in the whole process and rectifies it in order to accomplish the tasks in the effective and desired manner.
Apart from this approach, survey, feedback, questionnaire, etc. methods could be used to evaluate the errors within the process so that it could get rectified within the time and without affecting the organizational performance (De Vries, Gensler & Leeflang, 2012).
Conclusion
From the aforesaid information, it could be concluded that the digital marketing plan is one of the crucial segment of promotional and marketing strategies. In relevance with the expansion of the business in new target market, digital marketing plan plays crucial role along with setting up an effective and appropriate image in the marketplace. In relevance to the Will World Education, this report consist a digital marketing plan. Under this, various aspects of the organization, external business environment, internal business environment has been discussed so as to analyse the most appropriate market for the purpose of expansion of business.
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service firm performance. Journal of Business research, 65(3), 311-316.
Chaffey, D. (2010). Applying organisational capability models to assess the maturity of digital-marketing governance. Journal of Marketing Management, 26(3-4), 187-196.
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing, 44(11/12), 1763-1786.
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.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications. Journal of Strategic Marketing, 18(3), 239-256.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Will Word Education. (2018). About Us. Accessed from: https://www.willworldeducation.com/about-us-willworld [Online]. [24th April 2018].
Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106.
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