Name: Chenchu Aravind

RegNo: 20MIA1126
Digital and Social Media Marketing
Digital Assignment-1

Read and analyse the case Bombay shaving company: Digital customer conversion and
answer the questions given below. Each answer should be 500-600 words long, and the
document should be uploaded as MS -Word
1.Discuss the pros and cons of BSC’s digital marketing strategy?
The Bombay Shaving Company has a successful digital marketing strategy but faces
challenges like a small audience, dependence on social media algorithms, and strong
competition. The company can address these difficulties by expanding its online presence
across multiple platforms and continually improving and innovating its strategy.
When interacting with people, the company kept in mind that they were not engaging with
beings of intellect, but rather with beings of feelings. To portray its products as the ideal
present for dads and brothers, Bombay Shaving Company took advantage of holidays like
Father's Day and Rakshabandhan. In the #DadLogic series of short films, they urged viewers
to give their fathers a razor that was sharper than his wit.

Pros:
information and engaging them through various content formats (e.g. blog posts,
infographics, videos), the business has been able to build a strong relationship with its
audience. • Personalized customer experience: The company's e-commerce platform uses
advanced technology to personalize the shopping experience for each customer. This
includes customized product recommendations, targeted promotions, and a user-friendly
interface. • Strong brand image: Through its online presence, the Bombay Shaving Company
has been able to create a strong brand image that resonates with its target market. Its high-
quality products, excellent customer service, and visually appealing website have all
contributed to this image. this has helped the business position itself as a thought leader in
the grooming sector and has increased conversion rates.
Cons:
Reach is restricted. Despite a significant web presence, Bombay Shaving Company's reach is
limited in compared to other grooming establishments that are more widely distributed
over a multitude of channels.
• Addiction to social media algorithms :Because the company relies on social networking
Any platform may be used to reach its intended audience updates to the algorithms of these
platforms may have an impact on the company's capacity to achieve that group of people.
This might lead to variances in reach and visibility, which may have an impact conversions.
• Intense competition: Bombay Shaving Company is up against severe competition from
well-known market competitors in the grooming industry is quite competitive. While overall
product ratings for both top companies - Beardo and The Bombay Shaving Company -
remain high at 4.0+, evaluating customer evaluations with Bewgle indicates several areas in
need of improvement.Beardo's goods have continuously met client expectations. Beardo's
charcoal combination has received the highest rating, and customer satisfaction in most
product aspects is also above average.

2.What new product can create based on an analysis of the keyword cloud in case exhibit
3 ? What should the campaign message be and why?
According to the word cloud in case exhibit 3, a potential new product that might be
produced is a skincare line designed just for men. The keywords "grooming," "skin care,"
"products," and "men" indicate that men's skincare goods are in high demand.
"Elevate Your Grooming Game with Our Men's Skincare Line" might be the tagline for this
new product's advertising campaign. In this message, the product is positioned as a tool for
men to develop their grooming, emphasising the importance of grooming for guys.
Furthermore, the phrase "elevate" has a refined, sumptuous air about it, which may appeal
to the target audience.
The marketing plan for a skincare product line targeting men could focus on promoting the
benefits of a skincare regimen and the unique features of the product, such as natural
components, ease of use, and customization for men's skin. The plan could use a
combination of traditional channels (print, digital, social media) and influencer marketing to
reach the target audience. Influencer collaborations and word-of-mouth advertising would
complement the campaign by leveraging the credibility and reach of well-known grooming
and lifestyle influencers.
Overall, the new product and marketing effort focus on the growing demand for men's
skincare and emphasise the importance of grooming for males. By educating males on the
benefits of a skincare regimen and framing the product as a way to boost their grooming
game, the campaign is likely to appeal with the target audience and increase product
uptake. The product that may be manufactured based on the word cloud in Exhibit 3 is a
collection of beard grooming tools specifically intended for guys, to further elaborate on the
product and campaign message.
The word cloud shows a high demand for grooming goods such as beard oil, beard balm,
and beard shampoo. These goods can assist men who take beard maintenance seriously and
seek to maintain a healthy and stylish beard. "Get the ultimate beard with our expert
grooming tools," the new product line's motto may be. The pitch for this commercial
emphasizes the expert care and concern that will be given to these grooming products. By
using the word "expert," the organization portrays itself as a knowledgeable and
dependable source for beard grooming. The message also highlights how these goods will
assist men in growing the perfect beard, which many men crave. Social media and
influencer campaigns are effective ways to promote a new product range. Utilizing customer
testimonials and partnering with influencers in the target market can increase brand
visibility and credibility. The firm may also arrange beard grooming workshops and events in
order to engage with their target market and demonstrate the value of their goods. These
seminars, which might be held in a select cities, may include product demonstrations,
grooming recommendations, and an opportunity for audience questions. A range of beard
grooming products designed specifically for men, according to the word cloud in Exhibit 3, is
a highly relevant and profitable product. The motto "Get the ideal beard with our
professional grooming products" emphasises the brand's competence and commitment to
providing high-quality grooming products. Events, influencer marketing, and social media
may all be used to engage with the target demographic and further promote the product.
3.How can BSC increase conversions based on data analysis? What inferences can be
drawn?
Use retargeting advertisements to reach out to customers who have previously indicated
interest in the company's services but have not yet purchased.
• Experiment with different pricing strategies: The company may experiment with various
pricing approaches, such as dynamic pricing and special offers, to discover the ideal price
point for optimising conversions.
• Based on an analysis of their current performance, Bombay Shaving Company may wish to
use the data-driven strategies indicated below to improve conversions.
• Based on data analysis, the organisation may identify areas of the website where users are
experiencing trouble and improve those areas for a better user experience. This might
include improving mobile friendliness, site speed, and navigation.
This proved to be a useful statistic at the site level, indicating involvement in the underlying
value of the site content. BSC also recorded the number of pages read each session or the
average number of pages viewed throughout a session. Users were more engaged when
they visited the website if they visited more pages each session. This allowed us to get a
sense of how appealing the information was to consumers and how easy it was to obtain.
The data on marketing spending was then acquired using the CPC and cost-per-mile pricing
models to examine the number of clicks and impressions as the grounds of measurement,
respectively. CTRs were calculated by combining the two to get the number of clicks
received per number of impressions.
• Personalized marketing: The company may use customer information to create
personalised adverts and product recommendations, which have been shown to increase
conversion rates.
• Prioritize and raise traffic to high-performing product lines: Based on the data analysis, the
company may prioritise and increase traffic to its high-performing product lines.
• Use social proof: By incorporating user reviews, ratings, and testimonials on the website,
conversion rates may be increased as social proof of the product's worth and quality is
presented.