Digital Marketing Concept

Digital Marketing Concepts

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Course Title:                           Digital Marketing Concept

Lecturer Name:                  Sacha Elkouby

Module/Subject Code:         B7MK119

No of Words:                          2760 words

Summary

The companies’overview……………………………………………………………………………

1.  SWOT (Brick & Click)………………………………………………………….. 

1. Competitor Analysis………………………………………………………….. 

1. SERVQUAL /RATER…………………………………………………………

1. Reliability………………………………………………………………………………
2. Assurance………………………………………………………………………………..
3. Tangibles………………………………………………………………………………. 
4. Empathy……………………………………………………………………………
5. Responsiveness………………………………………………………………………. 

1. Marketing Mix 7P…………………………………………………………………

1. Product……………………………………………………………
2. Price……………………………………………………………
3. Place……………………………………………………………
4. Promotion……………………………………………………………
5. People……………………………………………………………
6. Process……………………………………………………………
7. Physical Evidence……………………………………………………………

1. Conclusion…………………………………………………………………………….

1. Personal reflexion…………………………………………………………………

1. Reference List…………………………………………………………………

The companies’overview

Digital marketing refers to all marketing techniques used on digital media and channels. Today this type of marketing has become increasingly important and is a booming market worldwide. Now it is no longer necessary to go to the store to get the product of our dreams, just use the internet, order it and it will be delivered to our door. Moreover for SMEs, digital marketing is a real gold mine! Thanks to it, SMEs can compete with the largest companies. That's why I decided to tell you about My Pretty Candle and Jewel Candle, two SMEs that use an online platform to sell scented candles hiding jewellery inside.

My pretty candle was born in 2015 thanks to Samuel Guez who is its founder. These candles are sold directly from his website, the candles are made with vegetable wax, the jewellery is designed internally and is set with Swarovski crystals, all for an unbeatable price. My jolie candle has between 11 and 50 employees. In 2018 it has a turnover of approximately €10,000,000.00.

Finally Jewelcandle was born in 2014 in Berlin. Jewelcandle candles say they are "the only high quality perfumed jewel candle that includes a silver jewel", these candles are also sold via its website. The workforce of this SME is less than 100 employees, as far as turnover is concerned, it is not available on the Internet.

In this dossier we will compare the two websites of these two SMEs according to different criteria. First we will see the SWOT to analyze the strengths and weaknesses of these two companies, then we will study the competition and SERVQAL analysis and finally we will finish with the marketing mix which will be followed by the conclusion and personal reflection.

1. SWOT (Brick & Click)

SWOT is the "synthesis of a marketing analysis identifying strengths, weaknesses, opportunities and threats" (Lendrevie and Levy, 2013)

The SWOT diagnosis concludes a preliminary internal and external analysis and prepares future recommendations.

For companies that have both a website and physical stores, we will use the term "Brick & Click". Jewelcandle is not concerned by this expression since the brand does not have a point of sale, My jolie candle is part of it because the company has four stores in the heart of Paris.

To identify strengths, weaknesses, opportunities and threats we will now SWOT these two brands of candles hiding jewellery

• My Jolie Candle

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• JewelCandle

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1. Competitor Analysis

Today, high-end perfumed candles have a good place in homes. According to a study, 30% of households use at least one candle every day. Moreover, since 1995, we have noticed that candle sales have increased by 15% each year. It should be noted that France and England are the largest consumers of candles, in fact they constitute more than half of the customers of the luxury candle before Asia.

Julien Pruvost said "the luxury candle is acquiring its letters of nobility, perfume brands realize that it is an image vector that can generate sales. »

1. SERVQUAL /RATER

      SERVQUAL later called RATER is a management framework developed by A. Parasuraman, Valarie Zeithaml and Leonard Berry between 1985 and 1988. The SERVQUAL model is first and foremost a qualitative analysis. The method involves developing the perceived service needs of target customer. Although this model is now a few years old, it is often used in the field of e-commerce. The SERVQUAL model focuses on five criteria that we will study in detail. These five criteria are : reliability, assurance, tangibles ; empathy and responsiveness.

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