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Digital Marketing – Critical Success Factors

Chapters 3 › Unit 3: It´s time for some analysis...dissect the digital marketing strategy of your favorite brand View instructions Hide instructions

It´s time for some analysis...dissect the digital marketing strategy of your favorite brand

What is your favorite brand?

WHY is it your favorite brand? What is their WHY? Does your why and theirs match? What are the emotional, functional, social or self-expressive benefits they deliver to you?

And how is it reflected in their marketing mix, their 4P´s?

In case you need further instructions on how to tackle it, go to the additional material section of chapter 3.1 (e.g. there is an analysis of the marketing mix of Starbucks)

My favorite brand

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WHY is it your favorite brand?
It depends on the item or occasion, for example my favorite brand in bags and accessories is Crepier, which is a local brand. It is my favorite brand for their innovative designs and for their good quality material they employ.
What is their WHY?
Their WHY is to be the leading company and the best regional reference in fashion accessories, as well as not lose sight of the consumer to be able to change, innovate and continue to create.
Does your WHY and theirs match?
Yes, My WHY and theirs match because both seek innovation.
What are the emotional, functional, social or self-expressive benefits they deliver to you?
The benefits they offer are:
Emotional: confidence that the bags or accessories are of good quality and will last in time.
Functional: the designs are varied and adapt to the occasion, in my case they are easy to store in the glove compartment of the car.
Social: My environment uses Crepier products and considers it to be a quality product. In addition, advertising is done with recognized models.
And how is it reflected in their marketing mix, their 4P´s?
The 4Ps of marketing reflect them in:
Product: the brand offers a quality and innovative product. In addition, it is the most important brand in the country of handbags. Also, it makes five collections per season.
Price: the price is medium-high but the perceived value exceed the expectations of the customers
Place: They have their own stores in the country and in foreign. In addition, it is located in all the Malls of the country and department stores.
Promotion: Make discounts on your own stores and department stores. In addition, they advertise on TV, posters, have social networks like Instagram, You tube, Facebook.

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