Part I: You are so fortunate! As a recent graduate of any college of your choosing,...

Part I: You are so fortunate! As a recent graduate of any college of your choosing, you were just hired by Sears to work in their Social Media Marketing department. You can hardly believe your luck. Your Boss calls you into her office with your first assignment. The product is a washer.

She is tasking you to develop a plan to effectively reach the segment they are desperately trying to develop but are not succeeding: College students. Further, she explains that Amazon and Walmart have been targeting that same segment and that has got to be prevented at all costs. You are to focus on this segment exclusively and come up with a clear and concise plan to effectively use all aspects of social media to reach that segment and turn them into Sears customers while making it hard for Amazon and Walmart to do the same.

First, she asks you to formulate a message and second to develop a 5 points implementation plan.

Part I: Please develop a clear message and structure a 5 points plan. Please explain its logic and Identify objectives, benefits and strategy. Do not spend much effort rehashing and be very specific (you have been warned that your boss hates long winded documents and she has been known to throw tantrums and fire people for that), make any assumptions that you wish, use Google and other sources for data, whatever it takes, to justify your analysis.

Expert Solution

Message: it will include information about make, model, features, benefits, warranties of washer product. How it is better from other competitor’s products (any extra features), replacement Terms and conditions and the company as a sole/ or most preferred seller for providing this washer, country wide to the consumers. Plus a one stop shop for buying/ replacement/ after sales service for the washer.

Plan:

Facilitate planned & impulse booking with a 360 degree virtual tour of Washer products for online buying. Empower customers with best deals by means of features like category of products/ substitute products/ geographically available. Enable user to search, compare & book from various categories- all in one place
Engage high level Search Engine Optimization and Search Engine Marketing to drive more incoming customer traffic to its website, homepage as well as from other search engines like Google, Bing etc. Online booking with an array of our nationwide partners. Partnerships for Advertising to other websites for promotion and driving more customers- Offline and Online
Integrate online shopping experience with its physical stores so that customers can shop Omni-channel, provide Express and Normal deliveries

Pile more Inventories, so that no dearth of Washers is present and easily available to buy customers both online and offline. It will also give a competitive edge
Develop more partnership contracts with the company and channel partners like, selling it for a period of 2 or 3 years exclusively. This will give the right strength or barrier to other competitors

keosha answered 11 months ago

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