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Analytical Chemist Warehouse

2021-06-16 来源: 51Due教员组 类别: Essay范文

2020年,新冠肺炎疫情席卷全球,网上购物消费规模巨大,刺激了全球电子商务零售业的快速发展。从电子商务零售额来看,2019年至2020年,欧美及亚太地区主要国家整体电子商务零售额快速增长15%以上。电子商务的快速发展也吸引了越来越多的企业关注其数字营销。大公司改变了传统的商业策略,通过收集谷歌关键词,利用主要的社交工具和渠道,产生热议和关注,最终促成销售。今天我将选择我们公司的一个客户化学品仓库作为课题来分析他们的数字营销并给出我的建议。

Introduction

In 2020, the COVID-19 has swept the world, with a large scale consumers shopping online consumption, stimulating the rapid development of the e-commerce retail industry globally. Considering the e-commerce retail sales, the overall e-commerce retail sales of major countries in Europe, America and the Asia-Pacific region experienced rapid growth of more than 15% from 2019 to 2020. The rapid development of e-commerce has also attracted more and more companies to pay attention to their digital marketing. Large companies have changed their traditional business strategies, by collecting Google keywords, utilizing major social tools and channels, so as to generating hot discussion and attention which finally contributes the sales. Today I will choose a customer chemist warehouse of our company as a topic to analyze their digital marketing and give my suggestions.

 

Part one: Analyse your selected company's digital marketing

 

Overview of the Chemist Warehouse Digital Plan

Chemist Warehouse has a relatively complete Digital marketing strategy. One of which is the advertisement strategies. They have many Marketing Channels. For example, they will put paid advertisements on social media channels like Google, Youtube, Facebook, and traditional media channels also such as TV and radio. They not only have their own Facebook, Instagram and other exclusive pages, but also have their own Weibo and WeChat public accounts because Chinese market is one of their largest oversea markets. They will place advertisements on different platforms according to different themes and track the effects of these advertisements.

 

Overview of the customers

By using the Semrush software, we can roughly track the effect of the Chemist Warehouse’ advertisements and find out the related website keywords to Chemist Warehouse. Chemist Warehouse has released a total of 1,180 advertisements during the past 4 years, of which 10,491 are presented with image and 759 are slogan types. , The views amount of these advertisements have reached 1,720. The most frequently promoted products in these advertisements are health and beauty goods. About 80% of target customers are women, most of whom are between 18 and 43 years old.

 

Target Customer

Chemist Warehouse promotes healthy and beauty while cheap price is the most attractive advantage. Continuous publicity and advertising can give the customers the impression that the products of Chemist Warehouse are all about the beauty and healthy, which can consolidate the brand image of Chemist Warehouse. By analyzing product structure and advertising content of Chemist Warehouse, we can find out that Chemist Warehouse mainly want to attract all target users who are yearning for a healthy and beautiful life through affordable expenditure. Specifically, the target users can be divided into the following types according to their age groups:

1) Over 45 years old: customers have a good education who also feel their own body function has declined. They have an increased need for health.

2) 30-45 years old: customers are transitioning from the youth to the middle age, and they are also the group with the strongest purchasing willing, who are interested in sports, health preservation, vitality, beauty, and maternal and child products.

3) 20-30 years old: customers at twenties are the new generation who are fond of the internet consumption. They are more accustomed to online consumption, having a strong demand for enhancing their own charm, and they also have found out that it would be easier to buy relatively cheap beauty and skin care products at Chemist Warehouse.

 

Objective

Through the overall analysis of the Chemist Warehouse website and marketing activities, the company's Objective is to enhance the healthcare awareness of the customers via the most effective and efficient propagandize medias, resulting in great savings for the end user and attracting more new customers while wining more repurchase from existing users.


Summary

The market positioning of Chemist Warehouse is very clear, whether it is the decoration of offline physical stores or various online print and media advertisements, discounts and cheap signs can be seen everywhere. Their official website is designed in line with their own market positioning, and is equipped with clear navigation as well. Through the specific classification of their products, needs of various ages can quickly be found the corresponding products on its online website. The settings of their social media and google key words are mainly discount information of its well-known brands, so that users of the social media who have viewed their key words or advertisements can quickly become their customers.


Part two: Provide details on what you feel the company's objective should be based on your analysis.

On the whole, the Digital Marketing strategies of Chemist Warehouse are focused on the core promoting of cheapness in which they have done very well. They have successfully conveyed their information through various channels to the targeted customers and customers have accurately been influenced. But they did not over publicize the concept of "health" too much. Because the customers they want to attracts are those who are already interested in certain brands of  Chemist Warehouse but still looking for cheaper prices. Although in recent years, we can see that Chemist Warehouse has begun to promote the concept of "health" in various channels. Sports sponsorship, brand credibility, with their marketing channel focusing on the latest lifestyle are also the images of the Chemist Warehouse. But health and beauty impression has already gone into customers’ everyday lives. But whenever customers see or think of the Chemist Warehouse, it is cheap, not a professional or healthy image that comes to their mind.


Influenced by the brand image bias, Chemist Warehouse give other companies the impression that its brand is the representative of the cheapness and they would be afraid to cooperate with Chemist Warehouse, attracting some low-end brands and customers of these brands. In the end, Chemist Warehouse cannot have too many opportunities to cooperate with more big enterprises, attracting more high-end customers. In the short term, cheap products can indeed bring a lot of new customers, but the high probability of repurchase depends on the effect of the products. We can see that some brands sell their low-end products in Chemist Warehouse so that the effect is better, and more expensive products are sold in their own brand stores rather than in the Chemist Warehouse.


But I think they still have many things they can improve, such as increasing more interaction with customers which includes adding a consultation window on the website, or encouraging people to leave comments. I will elaborate more on my suggestions in the following section.



Part three: Provide three digital marketing recommendations for the company to meet the objective stated in point two


1. It is recommended that Chemist Warehouse collect and analyze the behavior data of each link of the shopping journey so as to carry out refined operations.


Based on my study and interviews with their internal staffs, I have listed all the links of a complete Chemist Warehouse shopping. I think that by collecting and analyzing important consumer behavior data in each core link of the shopping journey, I can identify the key touches of each link. Points and key indicators can help find the reasons for the loss of customers from each link, and optimize key contacts through A/B testing, or add new contacts to key retention and recommendation links. Through my communication and interviews with customers, Chemist Warehouse currently has not established such a complete set of digital observation procedures. In this process, expenditures such as presenting google key words should account for 30% of the overall Marketing Budget.


key indicator 

Key link

resources

CPC

CPA

channel access

Advertising material display

Material click

Website click

Activation

The number of people who has ordered 

The number of has registered

The Number of people added to cart

Product details page/aggregation page

Add a shopping cart

payment

GMV

The guest unit price

Conversion rate

The payment page

Retention

Return rate

Favorable rating

Retention/Churn

Time since last landing

Marketing emails /SMS

Social account

Focus groups

recommendation

NPS

Invitation Sending Volume

Social groups



2. At present, Chemist Warehouse is more prominent in both advertising media and website design in terms of cheapness and brand image. When purchasing for the first time, consumers will choose products and brands that are "high cost performance", "good quality" and which also "meet their needs". The repurchase is more driven by the functions of the products, in which Chemist Warehouse does not play its biggest role.


Usually when users buy products, it often comes out of impulse and advertising. Without professional guidance, customers are likely to buy the wrong product, so that the product does not achieve the desired effect or meet the customers' needs, which thereby preventing the repurchase of the customers.I think Chemist Warehouse should add more use case sharing experiences and suggestions on the website and social media, so that users can easily find the most suitable brands to achieve the best effects according to their needs when faced with so many brands with similar functions. The sharing of use cases and professional suggestions will drive the repurchase rate of the stores.


I think the company’s spending on social media should account for 50% of the overall market budget, adding more functionality and case introductions through social media, instead of focusing on promoting the theme of cheapness.


3. The significant influences of UGC

Currently Chemist Warehouse does not provide channels or encourage customers to participate in interaction on the website or other social media with Chemist Warehouse. This is actually very similar to the problem described above, but I provide another effective solution. Chemist Warehouse can give greater discounts or related awards by rewarding customers for actively sharing their own experience of using products, selecting "sharing experts" or experts in different fields on the website, and closing the relationship with customers, strengthening customers' sense of participation in the process of using the product, and making users to change from the product consumers into the participants of sharing and suggesting, which has always made the brand more humane. For the Chemist Warehouse website, UGC is more credible for consumers’ decision-making.New customers usually believe in user reviews and product detail pages. Therefore, I think Chemist Warehouse should invest at least 10% of the overall budget here to bring closer interaction with users and better reflect professionalism.


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