Analysis Of The Digital Marketing Strategy Of Kappa Sportswear
Digital Marketing and its Importance
Marketing is an essential part of any business, it has to be well planned and structure. The marketing can be conducted traditionally, although, with the change in social trend and technology, the digital world has been enhanced and is a responsible aspect in the marketing strategy of the company. This report will consider Kappa Sportswear Company, for analyzing the existing digital marketing strategy. The major issue related to the strategy that could be the major reason for the company, not as popular as its major competitors that are Nike and Puma (kappaaustralia, 2019).
- Unattractive pages – the pages of different social platforms, are not attractive as compared to that of its major competitors. The pages created are to be attractive, in order for the customers to have a look at the page, and see the post. This must include interesting campaigns through social media. Creating a picture, which will attract the customers
- No regular posts – company is not much active on social media platforms. The post is not regular, that is people do not remember to check out the post, as the gap in post duration, make the customer lose interest.
- No attractive offers through social media – the post are generally promoting the brand name; instead, the company must target the customers through an offer on social media. That is providing discounts, or coupons through social media platform, to create interest among the customers
- Only youth is targeted – the target group through the pages are youth that is generally the sports person. From some posts, it can be said that the company also target women related to sports. Although, this has limited scope, and not attractive for all age groups
- Lack of innovation – there has not been any innovative campaign on social media. The company is into sponsorship and other traditional marketing strategies, but the innovation through digital marketing has been ignored(Kim & Edelson, 2015)
The company is targeting the youth, women, and sports player for their brand through digital marketing. This could be one of the reasons that the company was not yet succeeded in their digital marketing. The brand was unable to meet the needs of the target customer because of no innovation in the product offered by the company. For instance, Kappa’s major competitors tend to introduce new products with innovation, and use of reliable technology.
Digital marketing includes all activities of marketing conducted in the electronic form like email marketing, social media marketing, and search engines in order to connect to the end consumers, to reach out to the customers, inform them about the brand, and product. Moreover, though this platform the company can persuade the customer to make a purchase of the product either through stores or online purchase. Moreover, in order to sustain in the marketing and gain competitive advantage, it is important for the company to implement a digital marketing strategy to their business. This is advantageous, for both the parties that our company and customers, as the connection between the two parties, are easy with a click of a mouse, or handy with other electronic devices like mobile phones, tablets, and much more (Ryan, 2016). The three major social media marketing platforms, that Kappa can use to market the products more effectively are:
To implement the digital marketing strategy, the most important platform is Facebook, a number of customers can be connected at the same time. This is implemented through creating a Facebook page, and to make the campaigns. The major recommendation for this social media page includes:
- Campaign for special off on a particular collection that is ski collection. This is to persuade customers to make purchases and visit stores. Moreover, the information regarding this particular collection is reached to the customers
- Another post is targeting a different customer group that is old age people. This is to motivate older people to have physical sports and activities in life. This will be helpful to solve the problem of targeting only youth from social media.
- The third post is to attract customers through customization, this is to persuade customers to have sports-related products according to their need, and creating their own kits(Thomson, 2016)
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Kappa @kappa.global Home Posts Reviews Videos Photos Locations About Community Info and ads |
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Posts |
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Kappa 07 February at 15:00 Up to 40% discount on ski apparel collection #KAPPASPORTS |
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Kappa 05 February at 14:00 PASSION DOESN’T HAVE AGE #KAPPASPORTS |
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Kappa 02 February at 13:00 PUT YOUR TEAM IN KAPPA # CUSTOMIZE YOUR SPORTS KIT #KAPPASPORTS |
Another social platform that will be used for effective digital marketing of Kappa is Instagram. This is the latest platform, which is very popular among the youth and through an increase in the number of followers, the company can attract and reach out to maximum customers at the same time. The major recommendation for this social media page includes:
From table 2, it can be said that the information about the company, is given in an attractive way using hashtags, in the introducing part, this is to position the brand positively.
- The images are posted through this page regularly, so as to keep the customer remember the brand and its products. Moreover, one of the campaigns include extra saving Saturday, which will make customers interested to know the offer every Saturday, making the marketing strategy stronger and attract more customers to get connected to the company (Ryan, 2016)
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KAPPA |
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519 posts |
1719 followers |
692 following |
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Classic Italian Sportswear & Fashion #People on the move Since 1967 #dynamic style # United we Play #Saturday offer www.kappaaustralia.com.au |
Another social media platform that can be used to attract customers and target customers are through twitter. The post on the twitter is reached to a large number of customers, and through this, the feedback from the customers can also be taken, which will help the company fulfill the requirement of the customers. The major recommendation for this social media page includes:
- One of the most attractive target audience for the post is disabled people. This is to motivate disabled people to live their lives to the fullest and forget about their weakness and enjoy sports. Moreover, this will help the company to gain attention from the public.
- Another attractive campaign is to empower women, through which one of the social inequality is been acknowledged and showing the side of bold and strong women.
- Moreover, the page is created attractive through the use of logo, pictures, videos, and rapid relies on Twitter(Tiago, 2014)
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Kappa Australia @Kappa_Australia Classic Italian Sportswear Melbourne, Australia kappaaustralia.com.au Joined August 2011 |
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Kappa Australia @Kappa_Australia 04 Feb 2019 Little girls with DREAMS become WOMEN with vision Kappa Australia @Kappa_Australia 02 Feb 2019 Believe you can and you’re halfway there Kappa Australia @Kappa_Australia 01 Feb 2019 BOLD AS YOU ARE!! |
Conclusion
From the report, it can be concluded that digital marketing strategies are relevant to be implemented by the company in their business while understanding the change in technology and the social trend in the nation. Kappa sportswear is an Australian company, doing business globally. Although the company is unable to attract many customers as compared to its major competitors, Nike and Puma. The three major digital marketing platform for the company to change and implement to their business are Facebook, Instagram, and Twitter.
The company has usually targeted the sportsperson or youth for their customer segment. The company through its social media can also target the old age people, to motivate them to be healthy, and disable people, to keep them motivated to live their life to fullest. Moreover, through twitter post, the company can encourage women empowerment and women sports. Moreover, through Instagram, the company can reach out the customers with discount offers like Saturday offer. This campaign could include Saturday offers to make customer interested in the social media page of the company.
References
kappaaustralia. (2019). about-us. Retrieved from kappaaustralia: https://www.kappaaustralia.com.au/pages/about-us
Kim, P., & Edelson, S. (2015). What did I just tweet?!: The need to address digital emotional literacy in corporate communications. In Digital business discourse, 189.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Thomson, H. (2016). Marketing small and medium sized enterprises in the digital age: opportunities and challenges.,. Teaching Business & Economics, 20(1), 4.
Tiago, M. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703.