Question

Visit Net-a-porter.com and create a marketing plan for Net-a-porter.com that will play a role in growing the business. This plan should include:

Marketing plan:

1- One-to-one marketing

2- Viral marketing

3- Social marketing

Answer 1

One-to-one marketing- This type of marketing focuses on consumer's taste and preferences. It concentrates on the individuality of the customers. For example- in spite of sending the same emails to every customer, one to one marketing will focus on sending different emails to different customers based on their interest and choices.

Viral marketing- It is a strategy which uses social networks like advertising, video clips, games, and the internet for promoting a product.

Social marketing- This strategy focuses on influencing the behaviour of customers not only for the benefit of the market but also for the benefit of the society as a whole.

Net-a-porter is a designer fashion website which deals in various stuff for womens including clothes, shoes, handbags, sandals, accessories and many more.

Marketing plan for this can be:-

One to one marketing- The website can firstly do the online survey (of what types of product the customer really wants) through which it will get to know what are the taste, choices and preference of the Individual customers. Through the market survey it will be an easy task when making clothes and other products keeping in mind the taste of every individual.

Viral marketing- As all the purchases are made through the website, using tools such as facebook, Instagram etc. Will be very helpful in attracting the target audience. Live stories and sessions on instagram and facebook and promoting through other sources on the internet, advertising; these all the tools will engage and attract the audience.

Social marketing- As this strategy aims at benefiting the society as a whole, try to make customers believe in you that you are not promoting any harmful activity. For example, make customers believe that you are not using any product like animal's skin in making footwear and you are using eco friendly products.

And the website can also use techniques like, of the total purchase done by the customers some of the money will be given to charity or disabled people. (This can be displayed in the product information column so that the customers can be influenced while going through the product). This will benefit the society and can also influence the customer's behaviour.