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UNIT 12 M2 Internet Marketing BTEC BUSINESS LEVEL 3
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pearsons,btec business,level 3,unit 12,internet marketing, m2
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M2 UNIT 12The marketing opportunities and challenges faced by Superdrug
when using internet marketing
Superdrug face can gain many marketing opportunities as well as face challenges when using
internet marketing in their marketing mix.
Product
Superdrug's app and website help increase sales for the business as people can access it whenever
they want.
New opportunities to customers
Superdrug's app allows customers to make purchases and browse products on the go. They can also
view their points balance that they have collected from Superdrug's health and beauty card.
Customers can order products to have it delivered to their home or use Superdrug's click and collect
service via the app. This saves time for the customer as they can browse and purchase with
Superdrug on their smartphone or tablet at anytime they want, at a time that suits them best. This
has a positive impact on Superdrug as they can make more sales throughout the day, as time spent
on public transport, or during a lunch break, customers can quickly use the app to browse items and
make a purchase.
New opportunities to business
Hard stock items achieve high sales revenue as customers can purchase them through Superdrug's
app or website and then receive a physical product without the customer having to make their way
to a Superdrug store. This is useful for the customers as they don’t need to carry the products
themselves if they shop a Superdrug store and it also saves them time. This benefits Superdrug as
there is less of a rush in store so they can cut down on retail staff, but still have more customers and
increased sales as purchases are still being made online.
New challenges to customers
As Superdrug's target market ranges in demographics as they sell products such as cosmetics to
medicinal products, they need to ensure they provide customer service for the wide variety of range
they would serve on a daily basis. It is easy to make all their customers feel satisfied and comfortable
in store, however their website and app may be difficult to use if they are one of the older
customers or aren't that familiar with technology. This would require Superdrug to ensure that their
website is user friendly and products are labelled clearly and include key points about products.
However, customers that don’t have time to visit a Superdrug store but don’t know how to navigate
through their website may struggle to use their services. This especially impacts the customers that
use Superdrug for their pharmacy purposes rather than for retail services and may want to use the
online doctor if the customer cant make their way to Superdrug store due to an illness, although if
they aren't familiar with technology, they may struggle with the online doctor and may require
someone to assist them, however that isn't available for everyone.
New challenges to business
There is still a risk of dead stock as Superdrug's app may only attract their younger audiences that are
able to use the app and website, so products that are targeted at older may not get sold through the
app or their website as the age range it is aimed at may not know how to make a purchase online.
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