Massimo Dutti Digital Marketing Strategy
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Anyarat Priyawat . Kine Paulsen . Linjie Li. Pin-Ru Kung . Sona Martirosian . Danny Zhu Digital Marketing Strategy
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Transcript of Massimo Dutti Digital Marketing Strategy
Anyarat Priyawat . Kine Paulsen . Linjie Li. Pin-Ru Kung . Sona Martirosian . Danny ZhuNYU MS Integrated Marketing
Digital Marketing Strategy
• Established in 1985 in Spain• Owned by Inditex Group
• Product Line- Women: Clothing, Accessories, Soft, Fragrances, Eyewear- Men: Clothing, Accessories, Soft, Personal Tailoring, Fragrances, Eyewear- Children : Boys & Girls clothing- Baby
• Financial information- The sales reached 1 billion euros ($1.3 billion) in 2012.- The revenue growth > retail space expansion - Inditex’s most profitable brand in 2011 - Operating margin 24 19
521 stores
In 47 countries
2 US Stores : NYC (Fall 2012) , 689 5th Ave Washington DC (Fall 2012)
Stores
European Style
Target Audience
Cosmopolitan, Urban
Between 20-35 years old
NYC locals and tourists
Young professionals or office staffs
Like to urban, elegant, classical and sophisticated clothing styles
Enjoy quality and good design at a price
Upper middle and upper social economic class
• Strong European presence• Classic European style• Prime location on 5th Ave• Visually appealing website• Engaging video content
Strengths• Low US brand awareness• Low social presence (compared to
competitors)• Not utilizing all appropriate social
channels• Not using paid search, paid social, or
display ads
Weaknesses
Threats Opportunities• Over saturated marketplace • Many European brands entering the
US marketing in the past 5 years• Many well established competitors
with large digital followings
• Growth in the US market, specifically NYC
• Leveraging digital marketing practices to grow digital presence and increase US brand awareness
• Use digitally tied local promotions to attract customers to the NYC store
SWOT
Type: Subsidiary of LVMHFounded: 1989Number of location: 70Headquarters: 550 Seventh Avenue, NYCProducts:Fashion, leather goods and watches
Type: Division of The Gap, Inc.Founded: 1978Number of locations: 642, more than 500 in United StatesHeadquarters: San Francisco
Type: Public companyFounded: 1967Number of locations: 631Headquarters: 650 Madison Avenue. NYCAnnual revenue: 4.98 billion , FY 2010
Type: PrivateFounded: 1983Number of locations: 333Headquarters: 770 Broadway, NYCAnnual Revenue: 1.7 billion, FY 2011
Competitors
6.7 M 438 K
40 K 4.5 M
Competitors
Current Digital PresenceDigital
Platform Detail
Website √ No social network links
Facebook √ All the content is about photos featuring products and models;No interactivity; Less activity.
Twitter √ For customer service: Just answering questions
Pinterest √ Few people like or repin the pictures; not connect with its other social network; relatively fewer followers
Instagram √ Not active
Youtube √ High quality videos; Not organized
Blog √ Good content; Hard to find the blog; Less active
APP √ For E-commerce; No brand experience
SEM XDisplay XEmail √ There’s enews letter sunscription link, but I’ve never received any.
321K
16K
1K
3K
n/a
Problems
• Low Brand Awareness–Word of mouth strategy
• Competitors
Problems
• Lack of customize marketing effort– Diversity in the marketplace
• Average-poor reputation on customer service online– Staff lacking product knowledge
Objective
• Increase awareness in US• Increase store traffic in NYC
Recommendations
• Utilizing paid digital media • Editorial placements• In store blogger events• VIP shopper event• Social media tie-ins
Banner ads Facebook Ads Sponsored Posts
video Paid search
Paid Media
Editorial Placements
Social Media
Fashion Blogs
Online store
NYC Fashion Blogger Event
FashionEvent
Social Media
Fashion Blogs
#MassimoDuttiNYC
E-mail Invite Only VIP Shopping Event
VIPEvent
Social Media
Fashion Blogs
Online Store
Social
Paid Social
Banner Ad
Paid SearchMD Blog
In Store Event
WebsiteStore
User Generated Content
Call-to-actionInvite people to join newsletter
Inform of launch
Send out invitation
Social and blog posts
User Generated Content
Media Tactic
Paid Search
Banner Ad
In store Event
Social Media
Website
MD blog
Launch
Media Schedule
Magazine
Update
Paid Social
Update
Launch Maintain Improve
BlastDigitally-
tied
Launch
Launch
Mid
Pre-LaunchApril
LaunchMay-Aug
MaintainOct - Dec
Eval.Sept
EndJan
Improve
Improve
Improve
Discount
Push
Improve
Improve
End
Mid: Measure success and how to improve
End: Measure success and how to improve
Thank You
