MKTG3002: It is important for businesses to understand their target

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It is important for businesses to understand their target market and the needs of their consumers. The following report outlines a digital marketing plan for an Australian company, Bonds. This plan has been developed based on the findings reported from the analysis of 12 brands from the retail clothing category. Each brand has provided useful information on the positive and negative ways to use social media channels.

Out of the 12 brands, Bonds appeared to be the weakest, with our analysis moving to focus solely on them. This data brings the development of a digital media marketing plan. Firstly, Bonds was identified as having poor customer service in regard to their social media channels, with a lack of response in regard to consumer issues. Through the use of a Value Proposition Canvas, the features deemed important by Bonds consumers were identified.

Such features included good quality, affordable and trendy items. Following this, the marketing objectives are identified. There is a significant opportunity for improvement in regard to customer engagement, as demonstrated by the limited likes and comments present on Bonds’ social media channels. Improvements include building their online presence, through engaging posts and offering prompt and effective responses to comments or queries made by customers.

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