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BTEC Business Level 3 - Unit 17 Assignment 2
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Unit 17: Digital Marketing - Assignment 2➢ Task 1 - Objectives
For this report, I will build a digital marketing campaign and report for the business NICCE,
and I will outline how this company will be marketed to the general public in order to increase
brand awareness and loyalty. NICCE is a UK international business that designs, develops,
manufactures, and markets clothes, equipment, accessories, and services around the world.
In order to reach its marketing aims and objectives, NICCE needs a digital marketing plan in
order to grow the business and reach out to more customers.
One objective of NICCE is to gain a larger customer base in order to increase sales and
widen the businesses popularity around the world. The digital marketing campaign will aim to
throw NICCE into the market with its competitors such as Nike, Adidas, Superdry and more
clothing brands. Doing this will allow customers to have a view of what NICCE offers and
potentially gain the brand customers due to their unique selling point of high quality, yet low
priced products.
Another objective of NICCE is to increase customer loyalty and retention. This can be done
through offers and sales and be promoted through social media as well as email. Since
NICCE isn’t as popular as its competitors, it is a driving factor to retain and keep loyalty with
their customers. Having a digital marketing campaign will add to this as it will keep NICCE
on track to achieve their objectives.
Another objective for NICCE is for them to maintain lead generation. The process of gaining
the interest of potential clients in order to improve future sales is known as lead generation.
It is an important aspect of many businesses' sales processes. A lead is someone who has
shown an interest in a company's products or services but is not yet eligible to purchase
them. With a digital marketing campaign, NICCE can create a unique selling proposition in
order to see who potential customers can be, and their interests. With this information,
NICCE will be able to market towards those types of customers resulting in increased sales
and popularity among competitors.
➢ Task 2 - Target market
NICCE’s target market ranges towards all ages and both genders with clothing fit for all
styles and preferences. NICCE is most prominent within the UK; current trends within the
apparel industry lie with tracksuits, colour coordinated outfits and clothing sets. NICCE’s
website shows the products they have in stock, and while they fit in with all current trends, in
order to successfully attain their aims and objectives, a strategy is needed.
NICCE’s accessories include bags, hats and caps, gloves, and wallets. A current trend
within the market is glasses as they are a large selling product throughout various stores.
NICCE can use this to their advantage and diversify into being a clothing brand within the
market who sells glasses. This will bring in more customers as well as retain them since it is
a new product which is highly popular among many customers. As well as this, the objective
for lead generation would also be met; the new item of glasses being brought into stock
, would allow NICCE to see potential future customers who take an interest in their store.
Overall, adding new products such as glasses would create a larger customer base whether
it was potential or existing customers; in turn this would increase sales and meet all their
objectives.
➢ Task 3 - Brand Persona
A brand persona encompasses the business’ basic values and beliefs, demonstrating to
customers what the business is all about. NICCE’s brand persona includes terms such as
fashionable, comfort, affordable, relaxed, and variety. These terms describe the products
that are sold, and how NICCE operates. Customer reviews have said how their clothing
items are comfortable, high quality, low priced and a better option than most other brands.
Factors like these can help NICCE market better since it gives them a good reputation.
➢ Task 4 - Competition
NICCE has a lot of competition since they operate in the clothing industry, a few of which are
Nike, Adidas, Levi’s, North Face, Primark, and more. In 2021, Nike’s revenue totalled to
$37.4 billion USD showing how they dominate the clothing market. Adidas was $22 billion,
Levi’s was $5 billion, $11 billion, and Primark was just under $8 billion. All of these
mainstream brands remain in the billion dollar amount, however NICCE’s yearly revenue
being $21.8 million. This is a significantly lower amount compared to its competitors,
showing it isn’t as well known or bought from.
NICCE’s competitors market mainly through social media; a significant factor is through
Instagram, targeting adverts towards customers with similar buying habits and interests,
especially teens and young adults. Other ways include YouTube advertisements, email
advertising and billboard ads for new items and products in stock and new releases.
In terms of demographics, competitors like Nike, Adidas, Primark and Levi’s target
customers worldwide since they are international businesses. This is evident as seen with
the billion dollar revenue that comes in yearly for these brands.
With social media, there are tens of millions of customers who follow the brands i’ve listed;
Nike has a mass amount of 218 million followers on Instagram, Adidas with 26.2 million,
Levis with 7.5 million, The North Face with 5.2 million, and Primark with 9.6 million.
Compared to these brands, NICCE has a following of 162,000 which is considerably lower.
➢ Task 5 - Resources
Human Resources
In order for the image previews to be on NICCE’s website, models and photographers are
needed to be hired for the images to be launched onto their social media and website pages.
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