Unit 17 : Digital Marketing
Learning Aim A : Examine the role of digital marketing within the broader
marketing mix
Introduction
Chosen Business: Boohoo PLC
Boohoo Group PLC is a UK based online fashion retailer. The company specialises its own branded clothing and
accessories and houses over 36,000 products. Its subsidiaries include Nasty Gal, Pretty Little Thing and more. The
company is very popular and even achieved revenue of approximately £600.7 million in 2019/2020.
What is marketing + Why do businesses do it?
Marketing is the action or business of promoting and selling products or services. To conduct effective and efficient
marketing businesses can use different marketing models and tools. There are many different types of marketing
models that businesses use such as SWOT Analysis, Porter’s five forces, Marketing mix, Product life cycle.
One of the modern marketing strategies that is multiple businesses use is called the marketing mix. This strategy
analyses 7 different aspects of the business and its activities and helps to determine ways to improve. Here is a
marketing mix analysis of Boohoo:
Product
- Boohoo has a variety of clothes, shoes, and accessories available for both men and women of all ages. This
gives people more options and a lot of diversity, increasing chances of making a purchase. The company
products have also been considered to be a higher quality than its competitors, therefore customers do not
mind paying a higher price. Due to their very immersive online presence and wide customer base, boohoo is
able to use digital marketing to their advantage and easily gain lots of attention when launching a new
product. They can also use data analytics to see how consumers use their website. For example, they can see
how long customer spend on their website, which item customers look at the most and least, how many
times a web link was shared and more. Boohoo can then use this to their advantage and create development
plans on what they can change and improve.
Place
- Boohoo has two main which it sells its products through. The first being selling directly to the customer
through its online website. The second being selling products to wholesalers, who then sell the products to
different countries. They have a considerably large number of online sales and continuous traffic on online
websites and apps, in order to provide delivery times, they have partnered with numerous delivery service
providers. Boohoo does not currently sell their products on any other website other than their own.
- Here is a print screen of what boohoo’s website currently looks like:
, Price
- Boohoo sells its products using different strategies. One option is product bundle pricing, where the price of
the bundle or set is cheaper than the items sold individually. A second option is where they offer a base price
for a product and other optional accessories that are available that can be purchased with said product.
Prices for delivery are included within the price of the product, hence why the prices are higher than its
competitors.
Promotion
- Boohoo uses multiple social media platforms to promote their products. They sometime use traditional
streams of marketing such as radio and TV. However, with the advancement of technology and increased
usage of the internet, the company prominently uses platforms such as Facebook, YouTube and more to
increase their audience.
Physical evidence
- Boohoo sells their products in a very distinct and unique packaging that allows customers to identify them
easily. The website offers very high-quality pictures of the products from multiple angles. An example is in
the print screen below:
- The website is also user-friendly. It uses very neutral colours and has very clear and specific labels. This
allows people to find easily and quickly what they are looking for. An example can be seen in the print screen
below, after clicking on the category, the drop box shows the subcategories of all the different types of items
available.
Learning Aim A : Examine the role of digital marketing within the broader
marketing mix
Introduction
Chosen Business: Boohoo PLC
Boohoo Group PLC is a UK based online fashion retailer. The company specialises its own branded clothing and
accessories and houses over 36,000 products. Its subsidiaries include Nasty Gal, Pretty Little Thing and more. The
company is very popular and even achieved revenue of approximately £600.7 million in 2019/2020.
What is marketing + Why do businesses do it?
Marketing is the action or business of promoting and selling products or services. To conduct effective and efficient
marketing businesses can use different marketing models and tools. There are many different types of marketing
models that businesses use such as SWOT Analysis, Porter’s five forces, Marketing mix, Product life cycle.
One of the modern marketing strategies that is multiple businesses use is called the marketing mix. This strategy
analyses 7 different aspects of the business and its activities and helps to determine ways to improve. Here is a
marketing mix analysis of Boohoo:
Product
- Boohoo has a variety of clothes, shoes, and accessories available for both men and women of all ages. This
gives people more options and a lot of diversity, increasing chances of making a purchase. The company
products have also been considered to be a higher quality than its competitors, therefore customers do not
mind paying a higher price. Due to their very immersive online presence and wide customer base, boohoo is
able to use digital marketing to their advantage and easily gain lots of attention when launching a new
product. They can also use data analytics to see how consumers use their website. For example, they can see
how long customer spend on their website, which item customers look at the most and least, how many
times a web link was shared and more. Boohoo can then use this to their advantage and create development
plans on what they can change and improve.
Place
- Boohoo has two main which it sells its products through. The first being selling directly to the customer
through its online website. The second being selling products to wholesalers, who then sell the products to
different countries. They have a considerably large number of online sales and continuous traffic on online
websites and apps, in order to provide delivery times, they have partnered with numerous delivery service
providers. Boohoo does not currently sell their products on any other website other than their own.
- Here is a print screen of what boohoo’s website currently looks like:
, Price
- Boohoo sells its products using different strategies. One option is product bundle pricing, where the price of
the bundle or set is cheaper than the items sold individually. A second option is where they offer a base price
for a product and other optional accessories that are available that can be purchased with said product.
Prices for delivery are included within the price of the product, hence why the prices are higher than its
competitors.
Promotion
- Boohoo uses multiple social media platforms to promote their products. They sometime use traditional
streams of marketing such as radio and TV. However, with the advancement of technology and increased
usage of the internet, the company prominently uses platforms such as Facebook, YouTube and more to
increase their audience.
Physical evidence
- Boohoo sells their products in a very distinct and unique packaging that allows customers to identify them
easily. The website offers very high-quality pictures of the products from multiple angles. An example is in
the print screen below:
- The website is also user-friendly. It uses very neutral colours and has very clear and specific labels. This
allows people to find easily and quickly what they are looking for. An example can be seen in the print screen
below, after clicking on the category, the drop box shows the subcategories of all the different types of items
available.
