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Internet Marketing - Assessment 2 .

Internet marketing (Pink Beauty SG)

Ground rules:

1. No playing around when discussing

2. No eating when doing any work

3. Be punctual

4. Always speak up when discussing (little things matter)

5. Do your work and be responsible

6. Don’t be offended when commented

7. Take turns to choose different places to do the assignment for more creativity

8. Active on group chat

9. Respect each other, do not leave early as your help may be needed

10. Always bring your own devices as needed.

Week 2

Tutorial: Group Discussion

Objective: To finalize the group project brand for the Online Campaign

Conduct preliminary checks to ascertain the suitability of the client for AdWords Programme.

Time Required: 90 Minutes

Part A

Checklist in determining whether the brand is suitable:

Questions

Yes

No

The organization/ brand has an existing business presence in Singapore

YES

The Organisation / Brand does not have an existing Search Engine

marketing Programme with Google.

YES

The Organisation/ Brand’s website is not found on the organic search ranking in the first 3 pages of Google when used with relevant keywords.

YES

It is not an established brand, but more of an SME/ Start-up company.

YES

It’s not a B2B company. It is not an intermediary. It is a B2C company.

YES

The number of searches for its relevant keywords is substantial

(Use Key Word Planner)

About 183,000,000 results (0.66 seconds)

The current website visit is considered as low (Use Statshow.com)

YES

The brand has at least 4 Product Lines

Part B

Based on the brand selected, research on the following points:

• Pink beauty, (183 Toa Payoh Central, #01-270

Singapore,310183), (705 Ang Mo Kio Ave 8, #01-2571

Singapore,560705), (213 Bedok North Street 1, #01-133

Singapore,460213), (442 Clementi Ave 3, #01-109

Singapore,120442), (1 Bukit Batok Central Link, West Mall, #01-14

Singapore,658713)

• number of employees: 50 employees

• Goods and services offered: retailing cosmetic and beauty products

• Key online marketing personnel: NA

• Age of the company: 14 years

• URL: https://pinkbeauty.com.sg/

• Website Age: 12 years

• Website Management: NA

• Company presence and sales via online and offline channels: online presence through its website which has an estimated

Part C

Brainstorm 10 keywords that are related to the brand of your business. Do a search with the keyword(s) on Google and access the page of the website ranked on Google.

· Cosmetic company Singapore (page 7)

· Skincare products (unranked)

· Beauty products (unranked)

· Cosmetic Singapore (unranked)

· Facial products (unranked)

· Health and beauty products (unranked)

· Natural skincare (unranked)

· Online cosmetic (unranked)

· Buy cosmetic (unranked)

· Best cosmetic (unranked)

Part D

Conduct a simple audit of the brand’s current social media assets/ vehicles:

Facebook (Facebook.com/pinkbeauty, 3,486 likes, twice a week)

Instagram (Instagram.com/pinkbeautycosmetics, 293 followers, 5 times in a week)

Twitter (None)

Website (Pinkbeauty.com.sg, 2250 views per month)

Apps (None)

Influencers/ Bloggers (None)

YouTubers/ Youtube (None)

THIRD-PARTY IMMEDIARY (SingPost for delivery)

Part E

1) Evaluate and analyze the current state of its digital efforts and presence.

The current state of the company's digital efforts and presence in promoting their products is still fairly low. Hereby, it is certain that the company rarely update their social pages. To overcome this problem, the first thing that the company needs to do is to examine and identify their specific goals for their business.

2) Give 2 reasons why Google Online Marketing (SEM) will help with your client.

· Google's online marketing will help Pink Beauty to increase its brand awareness in the market and brand equity of its products.

· Using SEM will increase the website rating by placing the website in the top results when the relevant keywords are entered on the search engines.

CURTIN UNIVERSITY, TUT 3

MKTG3003 Internet Marketing Trimester 2A, 2019 Lecturer: Mr. Dennis Toh

25 July 2019

Students are to work in their respective project group.

After finalizing your brand last week, this week’s assignment focuses on understanding your client’s business deeper. It details your research on the brand’s market analysis, marketing activities, stp, and digital influencers.

TASK A

Conduct a detailed Market Analysis of the client selected for your Ad Word Project

• Current and potential competitors :

• Overview of the industry (key characteristics, competitive/saturated/ mature)

• Market position / specialities

• Unique selling points of the goods/services offered

• Seasonality of their goods/services or seasonality that the company has identified

• The website uses, e.g. sales, general info, customer service, email subscriptions, etc.

• Website strengths and weaknesses

• Other online advertising and offline promotion of the website

TASK B

Using the segmentation variables, discuss the geographic, demographics, Psychographics and Behavioural segmentation of your client’s current customers.

Geographics: Pink beauty is a Singapore company so it basically targets all the local population.

Demographics: Pink Beauty’s clients range from young to old including both genders which range between 21 and 50 years old. Targeting male and female genders, generally cheap products affordable by average income people.

Psychographic: most people are from the service sector in Singapore and prefer to use cosmetics and other skincare products in daily use.

Behaviour: under behavior segmentation, pink beauty sells cosmetics and other skin and hair care products which are the essentials for use, hence, the demand is high from the customers. The behavior of customers who buy brand products is seeking health benefits from cosmetic products.

TASK C

Draw a Perceptual Map using 2 variables to compare your client with its closest competitors.

TASK D

Identifying and targeting suitable influencers for your digital campaign is one key component of digital marketing. List down and discuss 10 influencers / Instagrammers / YouTubers who are relevant to your client’s business

Task A:

· Sephora, M.A.C, Sasa

· Pink Beauty is a beauty retail enterprise that was founded in 2005. The store provides a range of haircare, skincare, make-up, fragrance, oral care, beauty supplements products.

· Medium quality, low price

· Cheap

· Night, Friday night and weekends, the first week of the month (since payday is usually at the end of the month, 30-31st), holiday period (Chinese new year, Great Singapore Sale, Black Friday, End of the year sale)

· $6.60 per month-revenue, delivery, customer service, general info of products, new products and promotions, sales

· Shows a wide variety of products-categorized specifically for different products, catchy design while reserving simplicity

· No online advertising or offline promotion

TASK D

1. Titan Tyra (@titantyra, 371K IG Followers) - She is well known for her reviews on beauty products, she has over 300k followers on Instagram and over 500K subscribers on youtube. With that amount of followers, people will be attracted easily when she starts promoting the Pink Beauty account. She also lived in Singapore for her education purposes, and her boyfriend is Singaporean, which also makes it easier for her to describe the business.

2. Christabel Chua (@bellywellyjelly)

3. Yu qing (@b1gqing, 182K IG followers)

4. Mongchin Yeoh (mongabong 74K youtube subscriber)

keywords:

Make-up:

1. Contour

2. Eyeshadow

3. Eyebrows

4. Concealer

5. Blush

6. Palette

7. Watson

8. Guardian

9. Cosmetics

10. Lip balm

11. Lipstick

12. Best eye cream

13. Moisturizer

14. Ysl lipstick

15. Mac lipstick

16. Chanel lipsticks

17. Nars Singapore

18. Beauty

19. Fenty beauty

20. Mask

21. Innisfree mask

22. Eye mask

23. Lazy eye

24. Lips

25. Foundation

26. Face

27. Korean make up

28. Basic makeup

29. Best eyeliner

30. Pink lipstick

Ad:

1. Save your money!! | make-up from S$2.90 | grab it now!! Order now from pink beauty SG and get the lowest price from us. Make-up and skincare starting only from S$2.90

2. Love your face | Best quality make-up at its price | Pink Beauty SG. Only at Pink Beauty SG beauty blender starting from S$2.90. Check out more products on our website.

3. Maybelline lipstick | New arrival lipstick | Pink Beauty SG. Products are imported from many countries. Focus on skincare high-quality products at the lowest cost!!

Personal care:

Listerine

Colgate

Teeth whitening

Teeth

Baby teeth

Tampon

Sanitizer

Dettol

The body shop tea tree oil

Olive oil

Olive

Stretch mark

Cellulite

Ipl hair removal

Daily

Skincare

Moisturizer

Mask

Face mask

Eye mask

Shower screen

Johnson and johnson

Relief

Back pain

Knee guard

Shoulder pain

Hair removal

Face moisturizers

Wet wipes

Wet tissue

Ad:

1. Cheap Collagen Diamond Drink | Kinohimitsu 5300 @%69.90 | Pink Beauty SG. Order & Buy Cheapest Kinohimitsu Collagen Diamond Drink for only $5.9 delivery fees for home delivery. $8 Singpost |

2. Cheap Listerine Mouthwash| Listerine Mouthwash @$5.50 | Pink Beauty SG. Order & Buy Cheapest Listerine Mouthwash for only $5.90 delivery fees for home delivery. $8 Singpost | Listerine Original Mouthwash 750ml for only $5.50. |

3. Cheap Dettol Disinfectant | Dettol Disinfectant @$8.90 | Pink Beauty SG. Order & Buy Cheapest Dettol Disinfectant for only $5.90 delivery fees for home delivery. $8 Singpost | Dettol Liquid Antiseptic Germicide 750ml + 250ml for only $8.90. |

Haircare

1. Hair treatment

2. Dry shampoo

3. Soft rebonding

4. Perm hair

5. Hair rebonding

6. Keratin treatment

7. Hair dye

8. Ash brown

9. Ash brown hair

10. Ombre hair

11. Hairstyle girls

12. Hairspray

13. Serum

14. Dove

15. Shiseido

16. Dandruff

17. Tresemme

18. Hair color

19. Loreal

20. Liese hair dye

21. Ash grey hair

22. Shampoo

23. Blonde hair

24. Highlights hair

25. Hair loss

26. Long hair

27. Short hair

28. Keratin

29. Curly hair

30. Burgundy

AdText

1. Cheap L’oreal SG | L’oreal Paris Shampoo @$9.70 | PinkBeautySG. | Order & Buy Cheapest L’oreal Shampoo for only $5.90 delivery fees for home delivery. $8 Singpost. L’oreal Paris Keratin Shampoos only @$9.70. L’oreal Moisture and Thickening Shampoos only @$9.70.

2. Effective Hair Coloring Product | Garnier Hair Coloring SG | Garnier Hair Color @$5.90 | Shop & Ship Garnier Hair Coloring for only @8.00 by Singpost. @5.90 for home delivery. Garnier Color Naturals Caramel Brown@$5.90. Garnier Color Naturals Nutrisse Nourishing Color Creme Golden Brown @$7.80.

3. Repair and Defend your Hair | Hair Healthiness Products | pinkbeauty.com.sg | Repair and rejuvenate your hair healthiness with our hair care products. Famous brands around the world for your hair. L’oreal Paris hair treatment products.

Fragrance;

1. Versace perfume

2. Victoria secret perfume

3. Chloe perfume

4. Deodorant

5. Cologne

6. Best perfume for men

7. Hugo boss

8. DKNY

9. Calvin Klein

10. Moschino

11. Kenzo

12. Issey Miyake

13. Montblanc

14. Bvlgari

15. Marc Jacobs

16. Giorgio Armani

17. Elizabeth Arden

18. Juicy Couture

19. Simple

20. Perfume for men

21. Paris Hilton

22. Victorinox

23. Tommy Hilfiger

24. Justin Bieber

25. Katy Perry

26. A&F

27. Abercrombie

28. One Direction

29. Davidoff

30. Lanvin

Ad Text :

1. Authentic Versace Perfume | Versace Pour Femme Dylan Blue EDP @$95.90 | Pink Beauty SG. | Versace Perfume on Sale | Versace Blue Jeans Eau de Toilette $22.90 | Versace Perfume New Arrivals | Cheap Versace

2. Long lasting perfume | Victoria’s Secret Coconut Passion Body Mist 250ml @$13.90 | Victoria’s Secret Perfume Products | Victoria’s Secret Romantic Body Mist 2x250ml for sale @25.80 | Fresh Victoria’s Secret Perfume & Cologne

3. Best cologne | Feel fresh for 24hrs | Issey Miyake Perfume only @$58.90 | Best perfume| Issey Miyake Florare Eau De Toilette 90ml @69.90 | Authentic Issey Miyake Perfume| Issey Miyake for @$68.00

Skincare:

Moisturizer

Best eye cream

Acne scars

Blackheads

Pimple

Cystic acne

Pimples on chin

Sunscreen

Skincare routine

Skincare

Lip balm

Loreal

Nature republic

Beauty

Cosmetics

Blackheads removal

Fenty beauty

The guardian

Guardian online

Century

Caring skin

Face mask

Care

Skin

Acne

Exfoliate

Toner

Qv cream

Oily skin

Best face wash for men

Ad text:

1. Best moisturizer in Singapore | Best face wash | cheap face masks | get a 25% off for all SK-II products such as facial cleansing oil and lotions | clear oily skin to make your face look fresh

2. Cheap skincare | Best eye cream | cheap suncare | L’oreal Paris White Perfect Milky Foam 50ml only for $2.50 | improve your skin through moisturizing and hydrating

3. Clean & clear oil control film | L’oreal facial foam | Pond’s sunscreen | brighten your skin using a white brightening scrub | protect your skin from the harsh heat of the sun.

Negative keywords :

Body Care

1. Eczema

2. Acne Scars

3. Skin cancer

4. Acne cream

5. Oily skin

6. Low

7. Combination

8. Sores

9. Hairfall

10. Aging

11. Cheap

12. Hairloss

13. Dandruff

14. Blackheads

15. Pimple

16. Cystic acne

17. Stretch mark

18. Cellulite

19. Back Pain

20. Shoulder pain

21. Dry Skin

22. Dry Hair

23. Dead scalp

24. Skin itiching

25.

26. zx

Ad Group

Learning outcomes:

Students are to understand the meaning of AD TEXT and how to write an AD TEXT.

Students need to understand the terminology of Impression, Clicks, CPC ( Cost Per Click) and CTR ( Click Through Rate)

Students need to understand the application of Campaign Forecast and Success Metrics to their client’s ad word Project.

Students need to understand how to derive the budget for the Ad Word Campaign.

Students are to work in their respective project group.

Based on the key words formulated last week, students need to

a) Write 3 Ad Texts for every Ad Group; 12 Ad Texts for 4 Ad Groups in total.

c) Estimate the monthly budget required for the Client for Ad Words.

1.