• E-Marketing

• Executive summary

• Hugo Boss serves as one of the best company to investigate the role of e marketing in a business. The company has a strong face book account where it has laid down the company details such a history and the various products and services that it offers to its customers. The company face book account helps the business to interact with their customers and therefore manage any customer complain. Analysis its face book account, it is important that to note that the time photo and the company wall clearly indicate that the company mainly targets the youthful population.
• The customers can be friend a company in their face book account in order to acquire more information regarding the various product and services offered by the company. People can also befriend the company in their face book account in order to get information regarding the various promotions and offers that the company might be having. With use of the face book account various businesses can be able to achieve three key things. First, the business can be able to ensure that they improve on their customers services. Face book can help the business to market their products and services. Most importantly the face book can help the business to manage their reputation and therefore ensuring that the business is able to continue increasing in their market share.
• Introduction
• E marketing refers to the use of the technology to advertise their goods and services. The field of advertisement has experienced dramatic changes since many consumers have changed the way they research and shop for goods and services. This is because more people have turned on to the use of internet to search for business, product information as well as compare services from different companies. The various businesses can also use the e marketing to establish their authority. Most importantly various business also use the internet to build great customer relations. In order to analyze the role of e marketing in the business today this report uses the Hugo Boss company as the case study. The company has established a face book account where they are able to advertise their product and services. Using this account the company has therefore managed to reach out many customers as well as get direct feedback from the customers. Moreover, the report also highlights the various reasons why various customers can befriend a company in their face book account. This report also provides the three key points why various businesses needs to ensure that they embrace the use of the face book.
• Over view of the Hugo Boss face book account
• History
• Hugo boss is Germany based company mainly dealing with luxury fashion. The company is believed to have started in between the year 1885-1948. There are two main brands of the company the Boss and Hugo. The company products are manufactured various company sites located in different countries such as Germany, Italy, Poland among others. The Boss black menswear was introduced in the year 1970, while the women wear was introduced in the year 2000. In addition, the Boss orange men wear was introduced in the year 1999 while the counterpart women wear was introduced in the year 2005. Among other fashion of clothes that the company has managed to introduce include the Boss selection, Boss green among others. Moreover, the company was floated in the stock exchange in 1985. It is also important to note that the company has also licensed various companies to produce Hugo branded products.
• Products    
• The company a wide variety of products which vary in size across the board. These brands are aimed at a variety of lifestyle and offering extraordinary fashion diversity. In this case the company offers products such as the Boss black, Boss selection, Boss orange, Boss green among others. It is important to note that the luxury Boss selection is positioned in the upper market segment. These types of clothes are normally designed with beautiful tailoring guarantee clothing to ensure that the customers are satisfied. Through offering high quality products the company has been able to acquire a significant market share in the clothing and textile industry.
• Company policies
• The management of has clearly stipulated the various company policies in their face book account. First, the company has stated its goals that it is committed towards ensuring that they provide architectural looks to both men and women across the board. The company has also stipulated they offer modern classic in business leisure and formalwear. The management of the company has also committed effort towards ensuring that their staff healthy and happy. In addition, the human resources of the company have introduced plans aimed at promoting strength and the potential individual employee. The company has also introduced family support programs aimed at ensuring the workers are able to pursue career while raising children. This is in turn helped to ensure that the company is able that the company achieves the goal of supporting community development.
• The companies face book profile
• Timeline Cover photo
• The first critical thing to note about the Hugo Boss face book account is the timeline cover photo. In this case the company has put a photo that creates vision display that represents the business and captures the attention of the customers. The picture on the cover page of Hugo Boss Company demonstrates the happiness feeling that comes with wearing these luxurious clothes. In this case therefore the cover serves as the first point where the company advertises their products. Analysis of the timelines cover photo also shows some of the target customers of the company. In this case the company mainly targets the youth for the sale of the products. One of the major reasons why the company targets the youth in their timeline photo is the fact that the most of the uses of the face book account comprise the youth between the ages of 13-24. This therefore implies that through their face book advertisement the company can be able to reach out to many youth who use the face book. The company mainly target the youth population since they a large segment in the company-marketing segment. The timeline photo also helps to target youth since it employs a feeling of happiness, which is what many of the young people are after.
• Analysis of the company timeline
• The Hugo Boss has an approximately over 3 million likes. Through liking their page in the face book one is able to become the member of the Company face book community. In order to ensure that the company promotes this page the company has provided a link that can enable one to have the access to this page when they visit their ordinary company website. From the number of likes it is evident that the company has managed to reach a large number of customers in the all over in the world. In addition, the company has also provided an email address. This is to help ensure that the customers are able to communicate with the company in regard to the products and services provided.
• Moreover, in the company has also provided a link to their main company website. This is to help ensure that the customer get addition information regarding the products and services provided by the company (Treadaway & Smith, 2010, p.102). In addition the company also provided some of the photos and apps, which appear at the top of the pages. In relation to this the company has provided different photo in their timelines meant to show the real happiness that comes with wearing the clothes. The main reason why the company has embarked on using the photo is the fact different people love and appreciates the photo. The company has also made their content on face book easy to share (Carlston, 2011, p.13). This in turn helps to ensure that different friends who have already liked their page can be able to share in any update present in the company official page.
• Another way that the company has managed to advertise their products and services on face book in their timeline is the use of sponsored stories. These refer to the stories and messages from friends about engaging with the company page, products and events (Treadaway & Smith, 2010, p.103). The use of the sponsored stories in the face book helps the company drive their deal through ensuring that they are able to reach out to more customers. With the use of the sponsored stories the company has also been able to advertise some of the new product and services that the company wishes to introduce. Analysis of the company faces book account it is evident that the company does not use the face book account to sell their products rather mainly to advertise their products and services.
• Reasons for face book consumer befriending a company
• The consumers can befriend the company in the face book account for several reasons. First the consumers can befriend the company in face book in order to learn on the various special offers that the company is offering. This is because most of the businesses nowadays use the face book account to advertise the company products and services. This therefore implies that the customer who has liked the company face book can be able to learn the various special offers that the company is offering. Second the customers can use the face book account to raise various complaints that the customers might be having upon the use of the company products and services. In relation to this the face book offers business the opportunity to connect to their customer (Baron, Conway & Warnaby, 2010, p.176). Through connecting to their customers the business are able to address any negative experience that the customer may be having upon using the company products.
• Moreover, the customer can use the face book account, in order to raise their feedback regarding the products and services that the company might be offering (Tirosh, 2009, p.18). In this case the customers can use the face book in order to praise the company for the quality products and services it offers. In relation to this the customers can use the face book account to make any recommendation to the company regarding the products and services that the company, might be offering in the market. In addition, the consumer can join the company in their face book account in order to get an opportunity where can education regarding the benefit of using certain products of the company. In this case through liking the companies face book account the customers are able to increase the knowledge on the various products and services offered by the company (Mohr, Sengupta, & Slater, 2010, p.5). Most importantly the customers can use the face book account to compare their feedback with the feedback from other customers upon using the company products. This can therefore help to ensure that the customers are able to make the right decision regarding the company products and services. Finally, the customer may like the company account in the face book order to analyze its brand.
• How the companies face book account helps in building and maintaining the customer relationship
• Considering the current media fragmentation it is evident that the face book creates the best opportunity for a business to reach to their clients (Decarie, 2010, p.450). The face book helps the business to reach and satisfy the needs of the customers. The following are some of the way that the company can use the face book in order to build customer relationship
• Encouraging communication
• Effective communication has been found to be the best way of managing the customer relationship. In this case the customer communication mainly begins with marketing of the products and services. Marketing plays an important role in communicating the benefits of the products and services given by the company. Moreover, marketing helps in establishing the image of the organization and creates an element of trust in the organization. In this case various companies uses the face book in order to communicate the various products and services that the company is offers. Using the email address that is found in the company profile the customers are able to communicate to the company on the various issues regarding the use of the company products. In relation to this the use of the emails helps to form a personalized form of communication where the company is able to respond to the individual complains raised by the customer.
• Educating the customers
• The face book account helps in forming a basis where the company is able to reach to its customer and educate them regarding the use and the benefit of the products that they offer (Wankel, Marovich & Stanaityte, 2010, p.136). In relation to this the company can use the face book account to educate new customer on the behavior that is normally exhibited by the old customer of the company. The company can also use the face book account to show new customer the old customers are rewarded for their loyalty to the company. This can therefore help to ensure that the company is able to continue building more customer relations.
• Increase involvement with customers
• The face book helps to form a platform where the company can be able to increase its involvement with their customers (Porterfield, Khare & Vahl, 2011, p.14). This is because the face book can help the company to advertise various events, gathering and contest that its wishes to engage with their customers. Through increasing this involvement with the customers the company is able to establish strong customer relationship.
• Building trust
• With the face book account the company can be able to ensure that it continue to build trust among its customers (Chiung-Wen, Ching-Chan, & Yi-Ting, 2011, p.473). In this case the company is able to build trust since the face book helps to provide a platform where the company is able to communicate regularly with their customer. This therefore allows the company to handle any customer complain and hence build strong customer relations. The face book account also helps the company to meet the expectation of their customer with regard to the products and services offered by the company.
• Attracting new customers
• Face book helps in creating a platform where the business is able to reach out to new customers. This is because the face book provide the business with an opportunity to advertise the various products and services that the business. The face book account also help to provide an opportunity where the new customers are able to get information regarding the experience the old customers might be having upon using the company products and services. In addition the face book can help the new customers to learn the various offers that the company might be offering.
• Brand management
• The face book account can help the company to get direct feedback on how the customers view the company. This can allow the management of the business to develop various strategies aimed at improving the customer relation (Vorvoreanu, 2009, p.68). Moreover, with the use of face book account the management can get various suggestions regarding the ways of improving on their products and services from their customers. Most importantly, the management of the company can use the face book to create the brand awareness among their customers. Proper brand management can in turn help to improve on client retention.
• Key reasons of why the company should establish a face book account
• Improving their customer service
• The face book forms the best platform where the business can be able to address the various issues that affect the customers (Porterfield, Khare & Vahl, 2011, p.14). In this case the business use the face book to first indentify any complain from the customers. This in turn helps to ensure that the management of the company is able to make the necessary changes with regard to the products and services that they are offering. The face book can also help the business device the various ways it can be able to improve on the product and services through following the recommendation from the customers (Ray, 2012, p.74). In addition the customers can also use the face book to praise the company with regard to the product and services that the company is offering. This can help to motivate the management of the company to continue offering quality products and services.
• Online video marketing
• The face book also plays a critical role in the marketing of products and services. In this case face book marketing helps to get a word out to the potential customers about the various products and service offered by the company. Online video marketing helps to increase chances that a consumer will get information regarding the products and the make the decision to purchase these products (Ray, 2012, p.75). This is in turn help to increase the total sales of the company. Moreover marketing helps to create an aspect of health competition. This is because the on line marketing not only does help the company reach the intended customers but also the other competing companies. In addition, advertising is also cheap compared to other method of marketing. This is because it allows the company to reach out large number of customers. Another important point to note while using the face book to advertise their good is the fact that it allow to ensure the customer get a link where they can be able to get more information regarding company policies.
• Reputation management
• Company reputation is an important aspect in ensuring that the company is able to achieve its various goals and visions (Helm, Liehr-Gobbers, & Storck, 2011, p.19). Various companies use the face book in order to manage the company reputation in several ways. First, the company can use the face book to update their practice and polices. This can in turn help to clear any misconception that the public may be having regarding the company policies. In addition the company can use the face book account to portray some of the photo or incident showing the company recent achievement. Most importantly the company can use the face book in order to collect negative comment regarding the various products and services it offers (Pop, Pelau, Bena, & Rosca, 2012,p.11). Using such negative information the management of the company can be able to ensure that they develop most effective ways of addressing such issues.
• Conclusion
• From the above it is evident that the e marketing plays an important role in various businesses today. In this case companies such as Hugo Boss have established a face book account where they are able to interact with their customers. The company face book has over 3 million likes, this clearly indicate that the company has been able to reach out a large number of customers. The companies face book profile and the timeline photo clearly shows that the company mainly targets the youth population between the ages of 13-34. In addition the company also targets the youth population since they are the one who are mainly interested with various fashions. This is because this type of age bracket forms the highest population of number of people who use the social media. Various companies therefore need to embrace the use of face book since it can help the business to manage their customer relation. It is also evident that the face book can help to form the best platform where the company can be able to market their products and services. In addition, the company can also be able to use the face book to manage the company reputation.
• Reference
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