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Massimo Dutti Digital Marketing Strategy


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Massimo Dutti Digital Marketing Strategy

  1. 1. Digital Marketing Strategy
  2. 2. • Established in 1985 in Spain • Owned by Inditex Group • Product Line - Women: Clothing, Accessories, Soft, Fragrances, Eyewear - Men: Clothing, Accessories, Soft, Personal Tailoring, Fragrances, Eyewear - Children : Boys & Girls clothing - Baby • Financial information - The sales reached 1 billion euros ($1.3 billion) in 2012. - The revenue growth > retail space expansion - Inditex’s most profitable brand in 2011 - Operating margin 24 19
  3. 3. 521stores In 47 countries 2US Stores : NYC (Fall 2012) , 689 5th Ave Washington DC (Fall 2012) Stores
  4. 4. European Style
  5. 5. Target Audience Cosmopolitan, Urban Between 20-35 years old NYC locals and tourists Young professionals or office staffs Like to urban, elegant, classical and sophisticated clothing styles Enjoy quality and good design at a price Upper middle and upper social economic class
  6. 6. • Strong European presence • Classic European style • Prime location on 5th Ave • Visually appealing website • Engaging video content Strengths • Low US brand awareness • Low social presence (compared to competitors) • Not utilizing all appropriate social channels • Not using paid search, paid social, or display ads Weaknesses Threats Opportunities • Over saturated marketplace • Many European brands entering the US marketing in the past 5 years • Many well established competitors with large digital followings • Growth in the US market, specifically NYC • Leveraging digital marketing practices to grow digital presence and increase US brand awareness • Use digitally tied local promotions to attract customers to the NYC store SWOT
  7. 7. Type: Subsidiary of LVMH Founded: 1989 Number of location: 70 Headquarters: 550 Seventh Avenue, NYC Products:Fashion, leather goods and watches Type: Division of The Gap, Inc. Founded: 1978 Number of locations: 642, more than 500 in United States Headquarters: San Francisco Type: Public company Founded: 1967 Number of locations: 631 Headquarters: 650 Madison Avenue. NYC Annual revenue: 4.98 billion , FY 2010 Type: Private Founded: 1983 Number of locations: 333 Headquarters: 770 Broadway, NYC Annual Revenue: 1.7 billion, FY 2011 Competitors
  8. 8. 6.7 M 438 K 40 K 4.5 M Competitors
  9. 9. Current Digital Presence Digital Platform Detail Website √ No social network links Facebook √ All the content is about photos featuring products and models; No interactivity; Less activity. Twitter √ For customer service: Just answering questions Pinterest √ Few people like or repin the pictures; not connect with its other social network; relatively fewer followers Instagram √ Not active Youtube √ High quality videos; Not organized Blog √ Good content; Hard to find the blog; Less active APP √ For E-commerce; No brand experience SEM X Display X Email √ There’s enews letter sunscription link, but I’ve never received any. 321K 16K 1K 3K n/a
  10. 10. Problems • Low Brand Awareness –Word of mouth strategy • Competitors
  11. 11. Problems • Lack of customize marketing effort – Diversity in the marketplace • Average-poor reputation on customer service online – Staff lacking product knowledge
  12. 12. Objective •Increase awareness in US •Increase store traffic in NYC
  13. 13. Recommendations • Utilizing paid digital media • Editorial placements • In store blogger events • VIP shopper event • Social media tie-ins
  14. 14. Banner ads Facebook Ads Sponsored Posts video Paid search Paid Media
  15. 15. Editorial Placements Social Media Fashion Blogs Online store
  16. 16. NYC Fashion Blogger Event Fashion Event Social Media Fashion Blogs #MassimoDuttiNYC
  17. 17. E-mail Invite Only VIP Shopping Event VIP Event Social Media Fashion Blogs Online Store Email
  18. 18. Social Paid Social Banner Ad Paid Search MD Blog Email In Store Event Website Store User Generated Content Call-to-action Invite people to join newsletter Inform of launch Send out invitation Social and blog posts User Generated Content Media Tactic
  19. 19. Paid Search Banner Ad In store Event Social Media Website MD blog Launch Media Schedule Magazine Update Email Paid Social Update Launch Maintain Improve Blast Digitally- tied Launch Launch Mid Pre-Launch April Launch May-Aug Maintain Oct - Dec Eval. Sept End Jan Improve Improve Improve Discount Push Improve Improve End Mid: Measure success and how to improve End: Measure success and how to improve