Company analysis of Boxed.com- Summarize your PESTLE, SWOT and perceptual map. Intro Slide – Team photo and team name Slide #1 – Summarize your PESTLE, SWOT and perceptual map. Did you identify a certain product category or other where Boxed.com has a competitive advantage (strengths + opportunities)? Slides #2 – Identify your target audience and geographic location for this campaign. The client brief identified affluent families, primarily focusing on moms, living in the suburbs of San Diego, Washington DC/Virginia/Maryland, Charlotte, or Raleigh. (1) Create a persona to further define your target audience using demographic and sociographic segmentation, e.g. Latinx (Hispanic) moms living in Charlotte, ages 30-50, with household income of $150,000+ and school-age children (ages 6-12). Include guidance from Mintel reports on how to best reach your target, e.g. Facebook. (2) Select one of the markets identified by Boxed.com. Use the ESRI tool to further identify zip code(s) where your “mom” may live. View client brief. View client brief. – Alternative Formats Slide #3 – Summarize the marketing goals and objectives in the client brief: drive website traffic and increase sales. What is the product category or competitive advantage that Boxed.com should leverage to help boost traffic and sales? Slide #4 – Provide an overview of your team’s local integrated marketing communications (IMC) campaign to drive traffic and increase sales to your target audience in your selected geographic region. Make sure it includes digital, non-digital, word of mouth, and guerilla marketing tactics. Read more about IMC beginning on pg. 179 in Ferrell & Hartline textbook.
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