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Digital Marketing

You are a digital marketing specialist working for a growing e-commerce company that specializes in selling organic skincare products.

The e-commerce company, named “EcoGlow Skincare,” was founded with a mission to offer high-quality skincare solutions that prioritize both effectiveness and environmental sustainability. Established by a team of skincare enthusiasts and environmental advocates, EcoGlow Skincare aims to revolutionize the beauty industry by providing consumers with access to natural, eco-friendly alternatives to traditional skincare products.

Product Portfolio:

EcoGlow Skincare offers a diverse range of organic skincare products formulated with responsibly sourced, cruelty-free ingredients. The company’s product portfolio includes cleansers, moisturizers, serums, masks, and specialized treatments, all designed to nourish and rejuvenate the skin while minimizing environmental impact. Additionally, EcoGlow Skincare recently introduced a new line of environmentally-friendly sunscreen lotions, which are free from harmful chemicals and reef-safe, catering to consumers who prioritize sun protection without compromising on sustainability.

Values and Commitments:

At the core of EcoGlow Skincare’s ethos are values of transparency, integrity, and environmental stewardship. The company is committed to sourcing ingredients ethically, utilizing sustainable packaging materials, and minimizing its carbon footprint throughout the production and distribution process. EcoGlow Skincare actively supports initiatives aimed at preserving natural habitats and reducing plastic waste, reflecting its dedication to fostering a healthier planet for future generations.

Market Positioning:

EcoGlow Skincare positions itself as a premium brand within the organic skincare market, offering products that deliver exceptional results without the use of harsh chemicals or synthetic additives. The company’s target audience consists of environmentally-conscious consumers who seek safe, effective skincare solutions aligned with their values of sustainability and holistic wellness. Through its digital marketing efforts, EcoGlow Skincare aims to differentiate itself from competitors by emphasizing its commitment to purity, efficacy, and planet-friendly practices.

Distribution Channels:

In addition to its e-commerce platform, EcoGlow Skincare distributes its products through select retail partners that share its values and commitment to sustainability. The company also participates in trade shows, wellness events, and pop-up shops to engage directly with consumers and raise awareness about its brand and product offerings. However, the primary focus remains on expanding its online presence and leveraging digital marketing channels to reach a wider audience of skincare enthusiasts globally.

EcoGlow Skincare is not currently heavily involved in the digital space and has been reserved to enter. They hire you as a consultant in the Digital Marketing space.

1. Explain ways through which you will promote EcoGlow Skincare online. Elaborate on the campaign.

2. Explain the ASCOR Digital Marketing Model framework for the brand EcoGlow Skincare.

3. a. How will you convince the management to go ahead with digital marketing of the products? Also, share the difference between traditional and modern marketing. (5 Marks)

3. b. At an organizational level, what are the various challenges that you will face in introducing and establishing Internet Marketing for the EcoGlow Skincare products?