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Myglamm Channel Strategy

The document analyzes marketing channel strategies for a cosmetics brand. It recommends social media, online advertising, and TV as the top three channels due to their complementary strengths in research, reach, cost, ROI and efforts. Combining these channels allows for precise targeting, broad reach, brand building and positive ROI.

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AMITESH RANJAN
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242 views

Myglamm Channel Strategy

The document analyzes marketing channel strategies for a cosmetics brand. It recommends social media, online advertising, and TV as the top three channels due to their complementary strengths in research, reach, cost, ROI and efforts. Combining these channels allows for precise targeting, broad reach, brand building and positive ROI.

Uploaded by

AMITESH RANJAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Channel Strategy for Myglamm

Following Channels were available for delivering content and message to


customers:
Social Media (Facebook, Instagram, Twitter): Visual content with captions.
Advertising (Online Banners): Digital banners with slogans.
Public Relations (Press Release): Written content for news distribution.
TV Advertisement (Script): Television commercial script.
Website Landing Page: Content for the brand's website.

Best three Marketing Channels


1. Social Media (Facebook, Instagram, Twitter):

Research: Social media platforms are where the target audience spends a
significant amount of their time. Extensive research indicates that beauty and
cosmetics content thrives on these platforms, with users actively following
trends, influencers, and product reviews. The audience is highly engaged and
actively seeking beauty-related content.

Reach: Facebook, Instagram, and Twitter collectively reach billions of users


globally, and in the context of your target audience, urban and semi-urban
women across India, they provide a vast and diverse reach. These platforms
allow for granular targeting based on demographics, interests, and behavior,
ensuring that your content reaches the right audience.
Cost: Running social media campaigns can be cost-effective, especially when
compared to traditional advertising channels like TV. With well-defined
budgets, you can promote your products, run ad campaigns, and engage with
your audience without incurring exorbitant costs.

Return on Investment (ROI): Social media allows for precise tracking of


campaign performance. You can measure metrics such as engagement rates,
click-through rates, and conversion rates. This data provides insights into the
effectiveness of your campaigns, enabling you to refine your strategy and
improve ROI over time.

Efforts: Social media management can be efficiently handled with the right
strategy and tools. Creating visually engaging content, engaging with followers,
and running targeted ads are manageable tasks with dedicated social media
teams or digital marketing agencies.

2. Advertising (Online Banners):

Research: Online advertising, including banners, leverages data and insights to


target specific demographics and interests. Detailed analytics help in
optimizing campaigns for better results. Research tools allow you to
understand the behavior and preferences of your target audience and tailor
campaigns accordingly.

Reach: Online banners can be strategically placed on websites, social media,


and search engines to target potential customers when they are already online
and actively searching or browsing. This precision ensures that you reach a
qualified audience interested in beauty products.

Cost: Online advertising can be highly cost-effective, especially in comparison


to traditional media like TV. You have control over your ad spend, and pay-per-
click (PPC) models mean you only pay when someone engages with your ad.
Return on Investment (ROI): Online advertising offers transparent and
measurable ROI. Key performance indicators (KPIs) such as click-through rates,
conversions, and return on ad spend (ROAS) can be closely monitored. This
allows you to optimize campaigns for maximum returns.

Efforts: Managing online banner campaigns can be efficiently handled with


digital marketing tools and expertise. Creatives can be tested, and campaigns
adjusted in real-time, making it a resource-effective channel.

3. TV Advertisement (Script):

Research: TV advertising allows MyGlamm to reach a broad, diverse audience.


While research in this context might not be as granular as digital channels, TV
has traditionally reached a wide cross-section of viewers and still holds a
significant portion of the market.

Reach: TV has a powerful reach, often covering both urban and rural areas. It's
particularly effective in building brand awareness, especially for products with
broad appeal, like cosmetics. This reach is ideal for expanding MyGlamm's
presence in the cosmetics market.

Cost: TV ad production and airtime can be relatively costly. However, the wide
reach and brand-building potential of TV advertising can outweigh the initial
expenses.

Return on Investment (ROI): Measuring the ROI of TV ads is challenging but


not impossible. Surveys, brand tracking, and sales data can provide insights
into the impact of TV advertising on brand recognition and sales. It may take
longer to see a tangible ROI compared to digital channels, but the long-term
benefits can be substantial.
Efforts: The efforts required for TV advertising primarily revolve around
creating an impactful ad and negotiating airtime. While the initial production
effort is significant, once the ad is live, it continues to reach a broad audience
with minimal additional effort.

In conclusion, these three channels were selected because they offer diverse
and complementary strengths in terms of research, reach, cost, ROI, and
efforts. Social media and online advertising provide precise targeting, cost-
effectiveness, and measurable ROI, while TV advertising offers broad reach and
brand-building potential. By combining these channels, MyGlamm Lipsticks can
effectively penetrate the market and establish a strong brand presence while
achieving positive ROI.

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