MARKETING BRIEF
PART 1 Industry, Organization and Customer Discussion.
(1.1) Overview of the organization and product/service/idea.
Carrefour is a retail store supermarket that prides itself on its ability to offer high quality products to its customers while still limiting the depletion of natural resources. The company has operations in over 30 countries and has hired about 380000 employees in the 12,000 stores it owns (Carrefour, 2019). After close analysis of the current trends in the company’s market, the marketing brief will focus on attracting more customers to Carrefour by presenting it as an exciting shopping experience that not only meets the customers’ needs but also makes shopping more interesting in the process. The idea will use pricing to attract customers that desire trendy products at affordable prices. Advertisements will also add on to the idea by presenting the company and its products as having the highest quality products in the market (Carrefour, 2019). As for distribution, the company will rely on well-structured supply chains and proper arrangements at the stores to make it easier for the customers to access the products they intend to buy. The key point for differentiation for Carrefour will therefore be organization as it combines goodwill, customer loyalty, brand, and the company image, all of which are areas that the company strives to maintain high quality standards at all times.
(1.2) Key industry/market trends.
The major technological shift that could have a significant impact on the company is E-Commerce. Despite Carrefour’s success in uniquely arranging its products at its stores, Ecommerce could affect the target sought especially because it allows customers to shop online without visiting the brick and mortar stores.
(1.3) Organizational ecosystem
Since Carrefour seeks to offer quality products while still preserving natural resources, it has undertaken various activities with its stakeholders to help meet its target. The company has managed to grow new organic bananas from Ghana and has also undertaken an initiative in France where the company uses packaging that is 100% reusable and recyclable (Carrefour, 2019). At present, the company’s major competitors are Walmart and Tesco and despite not collaborating with any of its competitors, the company has managed to maintain a large market share and has enjoyed significant success despite their presence in the market.
(1.4) Customer segment
The approach will target customers in the ages of between 19 and 70 years; in the middle or upper class in society; employed; and live a lifestyle that allows for shopping at retail stores as well as online (Ofei, 2019). The customer segmentation will rely on influencers such as famous athletes and celebrities to encourage customers to try out the company products. Loyalty points and gift cards will also be used to entice customers. To influence the purchase decision, point of sale demonstrations will be used to give customers a chance to try out some of the products for free. Advertisements will also be used to create awareness about the company, its products and other motivators such as price reductions and special offers on select products.
PART 2 Story or narrative for the idea.
(2.1) Current narrative and value proposition.
At present, Carrefour presents itself as a company that not only offers the highest quality of products and services, but also tries to preserve the environment. From the company website, the company has placed a lot of focus on its commitment to enhancing sustainability of the environment which communicates to the buyer that the company not only seeks to make profits but also look out for the interests of the locals, especially in the areas where it operates in (Jaret et al, 2019). The approach is advantageous in that it helps to establish customer loyalty as the company comes off as invested in the wellbeing of the environment and with the trend to go green, the approach has a positive boost on the company image.
(2.2) Best narrative for the organization to pursue.
With current trends revolving around advancements in technology, the improved narrative will draw attention to the trendy side of the company that not only preserves the environment, but also offers an exciting and fulfilling shopping experience (Walsh, 2011). The approach will differ from the current digital assets in use as it will encourage customers to use both E-Commerce and physical visits so that customers enjoy their shopping experience both online and in the brick and mortar stores. The advantage sought is to attract customers that prefer visiting stores and also those that are keeping up with trends and prefer online shopping.
PART 3 Current UX and optimization of digital assets.
(3.1) Assess user-experience and optimization.
One element that needs to be improved in order to improve the user experience is the overemphasis on actions taken by the company to preserve the environment. Although the target audience are more likely to shop from an organization that preserves natural resources, their purchase decision is mostly influenced by how shopping at a specific retail store benefits them (Chang et al, 2014). As such, creating awareness on the improved shopping experience and quality of products and services will have a more positive impact on the user experienced compared to an environmental friendly organization.
The site is however user friendly and creates flow from one item displayed to the other. The user can easily identify the purpose of each action accessible on the site and also allows for user feedback. The color scheme used is also a reflection of the company brand and image which retains the confidence that customers have with the company even online. The message communicated is able to immerse users into a state that prompts purchase and since the site is highly informative, it aids in faster decision making (Chang et al, 2014). The menus and options further enhance the browsing experience as the user gets to learn about the company, its products and also the services offered.
(3.2) Optimization of the client web site for discovery and search (reference SEO audit).
The client website is easily accessible as it is the first option that shows on Google when you search for Carrefour. This proves that it has a high popularity currency and this makes it easier for customers to locate it on different digital platforms. In addition, there is consistency in the information shared regarding Carrefour which adds credibility to the site, the information it shares and the company in general.
(3.3) Optimization of digital assets (e.g. Facebook, Instagram).
The company also commands huge following through its online platforms such as Facebook, instagram and twitter. The various social media sites offer a wide range of information depending on what the user is searching for and this offers great convenience (Chaffey, 2009). The followers are also active as there are various comments, likes and users often share information about the company, its product and any relevant news regarding Carrefour.
PART 4 Identify relevant content and contextual placement opportunities.
(4.1) Relevant keywords/keyword phrases for your target audience.
B2B B2C
Retailer coupons
Retail jobs voucher codes
Retail stores Promo codes
Shopping online shopping
Clothing stores ecommerce websites
Clothes shop clothes online
Brick and click click and collect
Flash sales flash sales
Mobile payments mobile shopping
Layaway Layaway
Gift vouchers
Shopping experience
Adventure
Price cuts
Loyalty program
High Rated Keywords
B2B B2C
Brick and Click online shopping
Mobile Payments Click and Collect
(4.2) relevant images for the target audience.
Images and info graphics will be posted on the various online platforms with information about the products and services. The info graphics will contain information such as price reductions, product content and benefits as well as any offers or price cuts given by the company at specific durations.
(4.3) properties, sites, blogs, portals/directories, or platforms, relevant to target segment and that relate to the narrative.
The suitable platforms suitable to the target audience will be selected in accordance with the ease of access, high traffic, frequency of advertising and frequency of use by the target audience. The approach used will be that of advertising whereby the company will inform its target audience about the products and services it offers, location for its brick and mortar stores and the introduction of ecommerce and how it seeks to enhance the customers’ shopping experience (Carrefour, 2019). Sponsored content will also be used where popular sites and web pages will be used to host news, images and relevant information regarding the company and its products.
Placement will be through social media cites as they are the most accessible through ecommerce as well as through the company website. Images, news articles and catch phrases will be used depending on the sites, all of which will contain a link that redirects the user to the company website where all information regarding the company and its products will be made available. These sites will include; the company website, Facebook, messenger, instagram, pinterest, snap chat, YouTube, twitter, LinkedIn, google plus and yelp.
PART 5 EXPLORATION: Develop an optimization plan to capture consumers’ attention and interest.
- Improvements to the user-experience.
To improve the user experience, the company will create a shot video of customer’s going through the process of ordering for basic items such as groceries through the company’s ecommerce platform. The video will demonstrate the ease and convenience in which the characters order goods and the speed in which they are delivered to their doorstep. The video will inform customers of the ease in making orders as well as the large variety of products to choose from (Walsh, 2011). The video will then be shared in platforms such as YouTube, instagram and also the company website. Another video will be created showing customers enjoying the convenience of physical shopping at the brick and mortar store. Since the company targets both online customers and those that physically visit stores, the approach will suit the needs of all types of shoppers and therefore increase the audience reached.
- Develop recommendations for your client’s web content to increase site ranking and visibility in search results as well as communicate with target audience.
The content created to increase the site ranking will entail key words that will make it easier for the company website to pop up on searches on popular sites such as google. On-site and off-site material will be in the form of texts presented as blogs and press releases. A top blogger will be hired to write the press releases and make them as applicable as possible to the target audience.
PART 6 AWARENESS: Contextual Advertising.
The company will invest in Paid search SEM by creating videos tagged with key words like Carrefour ecommerce and mobile payments. The company will also use in-feed advertising through press releases that will be featured on Facebook, instagram and Forbes. An example will be the press release created informing the target audience of the new ecommerce platform created to enhance the customer’s shopping experience (Chaffey, 2009). Promoted listings will also be used and they will feature advertisements place on google and amazon, lastly, influencer placement where acknowledged bloggers will be used to write blogs and news content about the company’s ventures such as the focus on ecommerce will help to reach a larger target audience. To assess the success of the advertising, number of views, comments, likes and shares will help to determine the reception the advertisements receive as well as the impact that they have on the target audience.
PART 7 focus on richer engagement and commitment to the product/service/idea.
(7.1) Relationship development via email, text, chat.
The approach will use emails and online chats to engage customers, build better relationships and share more information regarding its products and services. Emails will contain press releases, information about new products and any relevant information that the company seeks to share with its target audience (Walsh, 2011). It will also share images of the company products and customer testimonials.
(7.2) Proposed mixed reality marketing campaign.
The augmented reality marketing campaign will be in the form of a video showcasing the improved shopping experience that the approach seeks to create. A video is applicable as it is informative and easily shared across different platforms.
PART 8 Performance evaluation plan
Since the goal is to enhance customers’ shopping experience through ecommerce, the evaluation plan will rely on data from the different online platforms used. Customer feedback, advertisement views, shares, likes and comments will create that data needed to determine whether the initiative is effective or if there is need for a different approach. Through ecommerce, Carrefour will be able to each a lager target audience and showcase its products and services as well as how it seeks to improve the customer shopping experience.
References
Carrefour, (2019) “About Carrefour” retrieved from, http://www.carrefour.com/
Carrefour, (2019) “Carrefour and google sign strategic partnership” retrieved from, http://www.carrefour.com/current-news/carrefour-and-google-sign-strategic-partnership
Chaffey, D. (2009). E-business and e-commerce management: Strategy, implementation and practice. Harlow: Financial Times Prentice Hall.
Jaret E, Peterson D and Schenck F, (2019) “Business marketing plan: Distribution, pricing, and promotion strategies” retrieved from, https://www.dummies.com/business/start-a- business/business-plans/business-marketing-plan-distribution-pricing-and-promotion- strategies/
Ofei T, (2019) “Differentiation strategy” retrieved from, https://businessjargons.com/differentiation-strategy.html
Qin, Z., Chang, Y., Li, S., & Li, F. (2014). E-commerce strategy. Zhejiang University Press
Walsh, K. (2011). Preparing your business for global e-commerce: A guide for online retailers to manage operations, inventory, and payment issues. Washington, D.C: U.S. Department of Commerce.
