*AWARDED DISTINCTION* This assignment shows a good effort and evidence of originality and wider research. The essay is completed with a conclusion and also sources of references. Very well detailed, it gives an idea of what is required for a Digital Marketing campaign. This includes, P6,M3 and D3. ...
Learning aim: Develop a digital marketing campaign for a selected product or brand
Assignment title: Would you like to buy this?
Introduction
The selected brand that I have chosen to do a digital marketing campaign for is Hamleys
of London. This which is the largest toy shop in the world. A popular store that attracts
people from all over the globe to come and discover the seven-floor toy store that is full
with games, toys and crafts for children. In this assignment I will be discussing the main
areas such as the brand personality, the effectiveness of this brand. Including any
improvements that need to be made so there is further brand loyalty as that is the aim
of the campaign.
17/C. P6 Produce an outline for a digital marketing campaign that will create brand
loyalty for a new or existing product or brand.
Hamleys is a store located in London that has been a multinational retailer over many
years. It has over 50,000 toys and the company welcomes over five million people
visiting every year. In the U.K. there are 15 outlets and many more which are in
different countries. The store has its own website that people can find easily, the site
also offers worldwide shipping. From 2012, the net worth of the company has
dramatically decreased, going from 20 million to 5.5 million by 2017. This was mostly
because of online changing the way people shop. Over the years retail has changed
drastically, the shops are all online which means customers more likely to order from the
comfort of their own home. It has become quicker and more efficient to order online by a
few clicks. This has had an effect on companies such as toy retailers. After 2017, the
sales of online toys became greater by online sales having a more than one third of all
, the toy sales in the U.K. Hamleys have still managed to stay on the street, this is mainly
because it has been around for so many years and been extremely successful. Other toy
stores such as Toys’R’us which has not been so successful and is an example of stores
that have been affected by the retail market changes and ended up closing down all of
its stores as it had been struggling financially the market. The customers will turn to a
store such as Hamleys instead of other retailers which are not exclusive to only selling
toys, these stores which are Argos, Wilko, Tesco’s etc.
For this brand, I am looking to create a digital marketing campaign that will both
improve and create more brand loyalty. The budget for this will be 10,000 per month.
The toy industry has suffered due to several reasons. A few of them which are Covid-19,
Technology and online. The aim of this campaign is to bring more attention to this
company and grab the attention of the customer who holds an interest in the toy
industry. This will involve different strategies such as using digital marketing rather than
traditional marketing. Promoting by having a new app introduced so customers are
feeling more closer to the company. This app will involve challenges and activities put in
place for children, parents and grandparents to complete together. The points turn into
vouchers whereby children can spend their voucher in store or online with free shipping
included. The market strategy I will be choosing is a new website that is easier and more
efficient for users, sending regular emails so people are kept up to date and some emails
also including a special discount. This will lead the company in reaching its goals and
aims. The campaign will be launched in summer time around the beginning of July. This
is the time when children are off from school and with less things to do. The important
target audience is the children, doing fun engaging activities will attract them to this
company.
PESTLE analysis
Political factors: Hamleys has done exceptionally well, it has stores all around the globe
and is a huge store that is dedicated to young children only. The name is famous and
known to people all over the world, it is a store which first opened in 1760. The company
is a leader of the toys industry. In 1881 another branch opened in the capital city due to
the high demand and customers enjoying the store experience. The stores after London,
started opening up in countries such as India, Mexico, Dubai and United States. The
brand is now owned by an Indian company which is called Reliance brands. A subsidiary
of that company has agreed about acquiring 100% stake into the business from Hong
Kong for $88.5. Due to Brexit the company has faced some challenges, there has been
an economic slowdown in the U.K. The store had which seen a drop of 2.5% revenue to
£66.3m, because of store closures and other factors also contributing to this.
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