Digital marketing June 2024

Description

Digital Marketing

June 2024 Examination

 

 

You are a digital marketing specialist working for a growing e-commerce company that specializes in selling organic skincare products.

The e-commerce company, named “EcoGlow Skincare,” was founded with a mission to offer high-quality skincare solutions that prioritize both effectiveness and environmental sustainability. Established by a team of skincare enthusiasts and environmental advocates,

EcoGlow Skincare aims to revolutionize the beauty industry by providing consumers with access to natural, eco-friendly alternatives to traditional skincare products.

Product Portfolio:

EcoGlow Skincare offers a diverse range of organic skincare products formulated with responsibly sourced, cruelty-free ingredients. The company’s product portfolio includes cleansers, moisturizers, serums, masks, and specialized treatments, all designed to nourish and rejuvenate the skin while minimizing environmental impact. Additionally, EcoGlow Skincare recently introduced a new line of environmentally-friendly sunscreen lotions, which are free from harmful chemicals and reef-safe, catering to consumers who prioritize sun protection without compromising on sustainability.

Values and Commitments:

At the core of EcoGlow Skincare’s ethos are values of transparency, integrity, and environmental stewardship. The company is committed to sourcing ingredients ethically, utilizing sustainable packaging materials, and minimizing its carbon footprint throughout the production and distribution process. EcoGlow Skincare actively supports initiatives aimed at preserving natural habitats and reducing plastic waste, reflecting its dedication to fostering a healthier planet for future generations.

Market Positioning:

EcoGlow Skincare positions itself as a premium brand within the organic skincare market, offering products that deliver exceptional results without the use of harsh chemicals or synthetic additives. The company’s target audience consists of environmentally-conscious consumers who seek safe, effective skincare solutions aligned with their values of sustainability and holistic wellness. Through its digital marketing efforts, EcoGlow Skincare aims to differentiate itself from competitors by emphasizing its commitment to purity, efficacy, and planet-friendly practices.

Distribution Channels:

In addition to its e-commerce platform, EcoGlow Skincare distributes its products through select retail partners that share its values and commitment to sustainability. The company also participates in trade shows, wellness events, and pop-up shops to engage directly with consumers and raise awareness about its brand and product offerings. However, the primary focus remains on expanding its online presence and leveraging digital marketing channels to reach a wider audience of skincare enthusiasts globally.

EcoGlow Skincare is not currently heavily involved in the digital space and has been reserved to enter. They hire you as a consultant in the Digital Marketing space.

1. Explain ways through which you will promote EcoGlow Skincare online. Elaborate on the campaign. (10 Marks)

Ans 1.

Introduction:

In an increasingly digital world, the realm of digital marketing offers EcoGlow Skincare a prime opportunity to amplify its brand presence and connect with a broader audience of environmentally-conscious consumers. As a company deeply rooted in values of sustainability and efficacy, EcoGlow Skincare’s foray into the digital space aligns seamlessly with its commitment to transparency and environmental stewardship. By harnessing the power of digital platforms, EcoGlow Skincare can effectively convey its message, showcase its premium organic skincare products, and cultivate a community of loyal advocates who share its ethos. This strategic endeavor aims not only to bolster EcoGlow Skincare’s online visibility but also to reinforce its position as a trailblazer in the organic skincare industry, setting new standards for

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2. Explain the ASCOR Digital Marketing Model framework for the brand EcoGlow Skincare. (10 Marks)

Ans 2.

Introduction:

The ASCOR Digital Marketing Model offers a comprehensive framework for devising and implementing effective digital marketing strategies tailored to the specific needs and goals of a brand like EcoGlow Skincare. ASCOR stands for Audience, Strategy, Channels, Objectives, and Results, representing the key components essential for success in the digital realm. For EcoGlow Skincare, this model provides a structured approach to understanding its target audience, formulating a strategic plan, selecting appropriate channels, defining objectives, and measuring results. By leveraging the ASCOR framework, EcoGlow can develop a cohesive and data-driven digital marketing strategy that aligns with its core values of sustainability, transparency, and efficacy while

 

 

3a. How will you convince the management to go ahead with digital marketing of the products? Also, share the difference between traditional and modern marketing.   (5 Marks)

Ans 3a.

Introduction:

Convincing management to embrace digital marketing for EcoGlow Skincare involves highlighting the numerous benefits and competitive advantages it offers in today’s dynamic business landscape. Additionally, understanding the distinctions between traditional and modern marketing approaches is essential for making a compelling case for the adoption of digital strategies.

Concept and

 

3b. At an organizational  level, what are the various challenges  that you will face in introducing and establishing Internet Marketing for the EcoGlow Skincare products?  (5 Marks)

Ans 3b.

Introduction:

Introducing and establishing internet marketing for EcoGlow Skincare products presents numerous challenges at the organizational level, requiring careful consideration and strategic planning to overcome. Understanding these challenges is essential for devising effective strategies to navigate the complexities of the digital landscape.

Concept and