Vanca Major Case Study

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School

Georgia Institute Of Technology *

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6304

Subject

Marketing

Date

Apr 25, 2024

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docx

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3

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Major-Case Reflection Assignment #1: The Vanca 1. As a function of its strategic marketing planning process, The Vanca created a persona for The Vanca Woman (Exhibit 7). There are a few demographic, psychographic, and behavioral attributes listed. Are there any additional persona attributes you consider important that would impact their marketing efforts? If so, what are they and explain why you believe them to be important? If not, explain why you believe the attributes listed to be sufficient. Ans: The Vanca created a persona for The Vanca Woman where they used attributes such as, age group between 18 and 40 years, independent, working, socially active and fun loving who likes to party. Along with these demographic, psychographic, and behavioral attributes already listed by Vanca, the are many additional persona attributes that would impact their marketing efforts. India has a big group of people who are looking to purchase environmentally safe products and are concerned to buy unsustainable products. A marketing campaign that highlights the company’s production process might address concerns of that group. It might be beneficial to highlight that Vanca uses environmentally safe and sustainable products that are free of animal cruelty, recyclable and reduces carbon footprint. India is a very diverse country with a large population, it might be beneficial for the marketing campaign at Vanca to differentiate between the younger age group and those who are older. Tailoring to these age groups individually who have different tastes, wants and needs might be beneficial for the marketing campaign at Vanca. For example, the younger age group may be a bit sportier and chicer whereas the older group might be more business oriented and professional. India has a very diverse set of people in different body shapes and size. Taking initiatives to promotes body image positivity could be beneficial to brand image. 2. How can site analytics be used to better understand their customers and potentially influence the integrated digital channel mix? Ans: Site analytics can be used to better understand the behavior of potential customers. Efforts should be made to utilize the available user data to develop a strong recommendation system. This will let customers view products that they are interested in which might reduce the bounce rate of users and increase conversion rate. This practice is followed my all-major online retail websites such as amazon, eBay etc. Site analytics can help answer why the purchases are low even though the site visits are very high. This might help in restructuring the efforts and money spent on search engine optimization and PPC.
Site analytics can be utilized to understand customer reviews to find out which products are highly rated and popular. This can be used to decide which products should occupy more prominent real estate on the website. Further web analytics should be performed to analyze how users heard about the website. This will be beneficial in understanding which marketing campaign is attracting most users. For example, it might deduce that sending emails is less beneficial than promoting the website on social media 3. The company’s biggest challenge revolves around its conversion rate (p.9). What strategies and tactics can The Vanca use to drive greater conversions for site visitors? Ans: Vanca can use several strategies to drive greater conversions for site visitors. To improve conversion rate, it may be helpful to send emails to users who already have items in their cart but have not made the purchase. If users still don’t end up buying the items in their cart, it may be beneficial to provide discounts to those users. Having a loyalty program for customers might lead to greater conversion rates. Maintaining a point system where points are earned for every purchase for customers enrolled in the loyalty plan might attract customers to return to be website and purchase again. Points could be used to provide discounts or enable free shipping, and this might increase the conversion rate and customer retention rate. Getting feedback from website users could clarify what the users liked or disliked about the website and its user interface. Feedback may help understand why the bounce rate is high and what are the key blockers users are facing while making a purchase. Once the blockers have been identified, it may be appropriate to run a re-targeting campaign with the message that the service has been improved and prompting the unsatisfied users to give The Vanca another try. This is a good way of regaining users’ trust. Many aspects of the website can and should be A/B tested to optimize for conversion rate. 4. What are the key attributes for building a strong online brand? Explain their importance. Ans: To build a strong online brand it is very important that the company is offering high quality products. For building brand name and customer retention it is very important that the products being sold are of good quality. Another important attribute in a strong online brand is the firm’s website, its ease of use and good user experience. A good landing page, prompt customer service and easy checkout process are some other key attributes. Having a good recommendation system is also an important factor. For example, Amazon has a very good recommendation system, so it is very easy for customers to find what you are looking for.
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