Situation Analysis
Victoria Beauty Line has numerous strengths that help it thrive in the market place. These strengths not only help it to protect its market share in existing market s but also in penetrating new markets, highly skilled workforce through the successful training and the learning programs. The company has invested considerable resources in training and the development of its employees that has resulted in a workforce that is not only highly skilled but has also motivated it to achieve more, its strong brand portfolio over the years has been useful in the organization to expand more into new product categories.
Victoria Beauty Line has been able to build expertise in entering new markets and making a success of them. The expansion has helped the company to create a new revenue stream and diversify the economic cycle in the markets it operates. Automation of activities has brought consistency of quality to Victoria Beauty Line that has enabled it to scale up and scale down that is basing on the demand conditions in the market.
It has also created a strong distribution network over the years; this reliable distribution network has reached the majority of its potential system. The sound returns on capital expenditure have been successful at the execution of new projects and generated good returns on capital expenditure by building new revenue streams.
Marketing objectives
The company has good marketing objectives that have enabled it to develop long term objectives and sustain its competitive advantages. The company has the aim of acquiring new guests and deepens loyalty with then-existing guests. The beauty line believes there is an opportunity to use the customer insights and effective marketing tactics of acquiring new customers and increasing the share of wallet. It has sharpened the brand positioning and is currently growing awareness of the Victoria Beauty Line by communicating its brand differentiation through broad-scale advertising. They have continued to leverage their direct mail advertising, catalogs, and newspaper inserts to communicate with their guests. It has also deployed additional marketing tactics like in-store events and public relations to drive their brand engagement and deepen the guests’ communication. Besides, they also plan to grow and further leverage the loyalty program and CRM platform.
The company has also developed a broad selection of merchandise across all categories that offer a unique shopping experience for all their customers. The beauty line has continued to evolve their products assortment with a focus of real newness that emphasizes three key areas, that is prestige cosmetics, mass cosmetics and professional hair care to maximize their leadership in these categories, Don't use plagiarised sources.Get your custom essay just from $11/page
Key digital marketing platforms.
The company has created a marketing plan, and it has actively involved in marketing daily. Victoria Beauty Line has correctly defined the overall business mission that has fitted in the grand scheme. The company has analyzed its digital marketing strategy past the success and failures and has helped it keep the best for the business. Content marketing is one of the most powerful strategies that have promoted brand promotion. This involved the distribution of the relevant and valuable content that has attracted and engaged the target audience
The company has been able to find the customers through social listening; this is the practice that the company has deployed in monitoring their brand online presence. By analyzing online conversations about their company, the products, competitors, and much more.
The digital world has taken Victoria Beauty Line to a higher level, and the digital world has made it easy to connect and communicate with the customers globally through several content channels and platforms. The company has leveled the beauty business; it has so far incorporated marketing strategies in their day-to-day activities. The Victoria Beauty Line has leveraged the inner desires of millennia to connect with brands; they have successfully shared their brand experience with another beauty line. The company has invested in building a better community of customers and fans via social media and other online forums.
As a beauty marketer, they have found a brand voice and stick and stick to the primary focus of their brand. They inspired customers to share their feedback, beauty inspiration, and tips within the groups. Their main goals are to retain customers and strengthen their connection by ensuring a lasting relationship.
Integrated marketing communications
Integrated marketing communications is a simple concept that ensures that all forms of communication and messages are correctly and carefully linked together. This involves the integration of all promotional tools so that they work perfectly in harmony. A well-integrated marketing communications needs a lot of effort so that it delivers many benefits. It can, therefore, create a competitive advantage that boosts sales and profits, saving time and money. It cements a bond with customers, which can protect them from the inevitable onslaught of competition. Integrated marketing completion increases profits through increased effectiveness. At its basic level, a unified message has an extraordinary impact that a disjointed myriad clear message has a better chance, which bombards customers every day. Research suggests that images that are shared in advertising and direct mail always boost sales by stretching words across several communications tools to create more avenues for the customers to become aware and ultimately to make a purchase. Integrated marketing communications always make messages more consistent and credible. This will, in turn, reduce the risk in the customer’s mind
Website
The Victoria Beauty Line website is useful are reflects what they are; they have included all the information that their customers may need. The company has built a press page where it publishes all the company news
Customers’ experience
The customer’s experience refers to the sum of every interaction that the customers have with the Victoria Beauty Line. In digital and social channels, the customer experience strategy takes into consideration several important factors that is the competitive advantage, customers’ research, marketplace data and mission, and vision. The customers have been empowered to discover solutions and information on their own via the internet and social media. The company has made some excellent standing with the customers through then online support. The company has been able to polish up to date knowledge base on their website that has provided the customers with the ability to help them without having to reach out for help. In providing customers with the best experience, the company has been able to collect information throughout the customer relationship that has been used to deliver relevant suggestions or more informed support in the future.
Metrics
The brand measures its success through surveys via email, website by asking the existing customers how they heard of the company. They have been measured their success by looking at the website traffic that reveals insights into brand awareness, but most important, looking in the right places. Most effectively, the company has been able to use social listening.
Phase 2
Recommendation phase
Recommendations
Despite its success in digital marketing and social marketing strategy, the company can integrate some of the marketing methods in meeting and exceed its marketing objectives.
Victoria Beauty Line needs to optimize SEO. This would help their company to be the leading search result whenever one intends to do any search that is related to their products.
The company can also ensure that it defines its channels of marketing to be in line with the marketing needs of the organization
Victoria Beauty Line should focus on mobile. Today most people do pay a lot of focus on mobile phone information. A marketing strategy that will reach a potential customer over their mobile phones is better.
There is a need for Victoria Beauty Line to speak the marketing language that most leading organizations are speaking. The best communication is that which the various groups of customers all over the world understand — not just words but the best appealing marketing language to entice the customers.
Victoria Beauty Line needs to understand the pain points and how to switch emotions to appeal more to the clients. This marketing tool would encourage more customers to feel that they are part of the organization. Switching emotion in marketing will also promote Victoria Beauty Line the preference in the market.
The digital marketing by Victoria Beauty Line should be able to products the buying patterns and be culturally aware of the needs of the customers.
The company should also focus on action-oriented marketing rather than the product itself.
Its marketing strategies developed should have a well-developed and automated told for highly segmented markets.
Use of interesting marketing methods such as animation and funny clips on the Victoria Beauty Line might help in the stimulation of potential client’s interest
The use of the best new emerging marketing strategies which have not been made common is another key strategy. The Victoria Beauty Line can use media adverts such as google adverts popup. The popup does pop up whenever one opens specific pages on google and another website.
Use of social media
In the modern world, social media has become one of an essential tools. As such, the use of social media can be used by the Victoria Beauty Line to meet its marketing needs.
Social media platforms can help individual customers to learn much about the Victoria Beauty Line. Victoria Beauty Line will be able to gain much access to remote clients from all over the world through the use of the various forms of social media platforms.
The company should involve the use of specific social platforms such as Twitter, Facebook, and liked in among others, which are commonly used by millions of customers across the world.
Today, your tube offers one of the best marketing strategies used by companies. Victoria Beauty Line can take advantage of this to market its product. Popups adverts on YouTube videos are one of the essential tools used by Companies. Victoria Beauty Line can use this marketing strategy to meet its marketing objectives.
The social media platforms will offer a platform where a company can interact with its customers.
The social media platform can also be used in the answering of any question asked by the clients
Integrated communication
Integrated communication ensures that the various elements of marketing do relay the right connection to the customers. Victoria Beauty Line can use this method to improve its overall marketing process. This includes the use of the various channels from social media, use of the print media, audio and visual, and other forms marketing such as the use of vouchers gifts in marketing. This ensures the right information concerning Victoria Beauty Line is related and hence improved marketing of the company.
Recommended Metrics
The metrics should be structural in understanding how best the marketing strategies employed by the Victoria Beauty Line works.
One of the elements of specific social media platforms would include the number of replies. For example, in tweeters, the names of retweets can be used to understanding how useful this marketing tool is.
Generally, the increase in the number of referrals from the old client can be used to measure the success of the digital marketing strategy employed by the company.
The revenues of the Victoria Beauty Line is the ultimate metric for the success of the digital marketing strategy of the company. This to be measured with a matter of half a year for adjustment to be made.