MarketingbandbDigitalbStrategy 40068546
CONTENTS
1. SituationbAnalysisbforbSBbShop 2
1.1 OrganisationbSummary 2
1.1.2 MainbCompetitorsbAnalysis 2
1.1.3 SBbShopbStakeholdersbMappingbMatrix 3
1.1.4 SBbShop’sbKeybCustomerbSegment 3
1.1.5 Thebthemebofbchoicebandbreasoningb–bMarketbPenetration 3
1.2 AssessmentbofbthebmarketingbenvironmentbforbSBbShop 4
1.2.1 PESTELbAnalysisbConclusions 4
1.2.2 FivebForcesbConclusions 5
1.2.3 BrandbEquitybModel 5
1.2.4 SBbOverallbInternalbAuditbFindings 6
1.2.5 SWOT 7
1.3 DigitalbMarketingbObjectivebforbSBbShop 8
1.4 StrategicbOptionsbforbSBbShop’sbMarketingbPlan 8
1.4.1 Segmentation 9
1.4.2 Targeting 9
1.4.3 Positioning 10
1.4.4 MarketingbMixb7PsbModelbforbSBbShop 10
1.5 ImplementingbSB’sbDigitalbMarketingbStrategy 11
1.6 MetricsbforbSBbShop’bdigitalbmarketingbefforts 12
2.0 ImplicationsbofbthebauditbforbSBbShop 14
2.1 JustifyingbthebchoicebofbstrategybforbSBbShop 14
2.2 JustifyingbSBbShopbtacticalbmix 15
2.3 JustifyingbSBbShopbImplementationbplan 15
2.3.1 GanttbChart 16
2.4 JustifyingbSBbShopbmeasurementbtoolsbandbcontrol 17
Bibliography 19
1
,MarketingbandbDigitalbStrategy 40068546
1. SituationbAnalysisbforbSBbShop
1.1 OrganisationbSummary
SBbShopbisbabsocialbenterprisebstart-
upbthatbhasbthebobjectivebofbtransformingbthebfashionbindustryblandscape,bmakingbitbmorebinclusiveban
dbsustainable.bThebcompanybfocusbisbtobservebabneglectedb2%bofbthebglobalbpopulationbandb15%btob20
%bofbthebUKbpopulationbthatbisbdisabledb–
bstatisticsbsourcedbfrombThebPurplebPoundbwebpage.b(https://wearepurple.org.uk/the-purple-pound-
infographic/baccessedbonb15/06/2020batb9:02).
SBbShopbisbanbeCommercebplatformb(B2C)bthatboffersbfashionbproducts,bclothing,baccessories,bandbskin
carebproducts.bBybcollaboratingbwithbsustainablebandbinclusivebbrands,blikebSmartbAdaptive,bRuabLuja,b
LondonbOrganicbandbBeKoffee,bSBbgivesbcustomersbvarietybandbrepresentationbbybcastingbandbpromot
ingbmodelsbwithbabdiversebrangebofbdisabilities.
Thebstart-
upbwasbcreatedbinbJuneb2019bbybSamantabBullockbabParalympicbmedallist,bBrazil’sbnumberb1bwheelchai
rbtennisbplayer,b abprofessionalbwheelchairbmodel,bpublicbspeaker,bactivist,banbinfluentialbvoicebwithinbth
ebdisabledbcommunity,bholdingbprestigiousbtitlesbsuchbasbParalympicsbAmbassadorbandbThebPowerb10
0bUKbinb2019.bThebcompanybcountsbwithbabtotalbofb14bprofessionalsbthatbdedicatebtheirbtimebvoluntaril
y,bwhichbhasbitsbperksblikebhavingbhighlybqualifiedbpersonnelbinbthebteam.bHowever,bitbcomesbwithbchal
lengesblikebschedulingbabteambmeeting,bmaintainingblevelsbofbengagement,bandbstaffbretentionbcanbalso
bbebanbissue.
Withoutbproduction,bSBbShopboffersbconsultancybgivenbbybSamantabBullockbonbadaptivebclothingbdesign
bforbitsbcollaborators.bItbrunsbonbanbaffiliatebbusinessbmodelbchargingb25%bofbthebtotalbtransactionbwit
hbnobextrabmonthlybfees,bachievingbabturnoverbofb£700binbitsbFirstbYear,bthebcustomerbbasebisbsmall,ban
dbthebmajoritybarebpeoplebwithbdisabilities.
1.1.2 MainbCompetitorsbAnalysis
Figureb1.bMainbcompetitorbanalysisbinbthebadaptivebclothingbmarket
CompetitorbAnalysis SBbShop ZapposbAdaptive TommybAdaptive
N*ofbEmployers 14 +1500 17000
Founded Juneb2019 Aprilb2017 Summerb2018
Funding £0 $62.8mbinb9brounds $0
Revenue £700 $2.6b $10.04b
Investors NobInvestors SequoiabCapital,bGlyynbCapital ApaxbPartners,bPVHbCorp
StrengthbandbWeakness Socialbenterprisebandba 20byears,bexceptionalbcustomerbse Retailbgiant,biconicbforbstyleba
ctivistbspiritbandbvalues rvice/bSectionbofbthebbusiness,bbei
ndbquality,bstrongbcampaigns
,bquality/bLowbcapital,bl ngbsustainablebisbnotbabpriority .b/bMassbproduction.bHigherb
owbbrand price
awareness. range.
ProductbandbServices Adaptivebandbsusta Adaptivebfootwearb&badaptivebfash Adaptivebfashionbapparel,bincl
inablebfashion ionbapparel. udingbtrendybsignature
apparel. designs.
StatedbTargetbCustomer Womenbwith DisabledbpeoplebWomen,bMen DisabledbpeoplebWomen,
disabilities Kids Men,bKids
SEObRanking 65 66 75
CustomerbReviews 5bStars 4.6bStars 5bStars
FacebookbFollowers 7113 12910 13M
InstagrambFollowers 33.5K 10K 13.6M
TwitterbFollowers 1580 778 1.5M
Pinterest 75K 143K 98K
2
, MarketingbandbDigitalbStrategy 40068546
ItbisbworthbhighlightingbthatbthebfiguresbstatedbforbZapposbandbTommybarebofbthebwholebcompanybasbt
herebareblimitedbpublicbinformationbonbtheirbrespectivebadaptivebdepartments.bZapposbisbanbE-
bcommercebbusinessbthatbalsobsellsbTommybAdaptive,bwhichbmakesbthebchancesbofbabfuturebpartnershi
pbverybslimbplacingbthembasbSB’bmostbsignificantbcompetitor.bOtherbpossiblebSBbShopbcompetitorsbareb
IZbAdaptive,bAlterbUrbEgo,bM&S,bChairmelottebandbRolitexbBerlinbasbtheybarebalsobinbthebadaptivebfashi
onbmarket.bStill,btheybcanbbebfuturebpartners,busingbSB’sbplatformbtobsellbtheirbgoods.
1.1.3 SBbShopbStakeholdersbMappingbMatrix
Levelbofbinterest
High Low SB’sbkeybstakeholdersbarebinvolve
dbonbthebday-to-
High Figureb1.1bMedlowbMatrixbforbSBbShopb–bDatabbased
Augustb2020brecords daybrunbofbthebbusinessbwithbabgo
KeybPlayers KeepbSatisfied odbflowbofbcommunication,bhowe
SamantabBullockb–bCEO Partners ver,btobguaranteebmanagementbb
Levelb MarkbBullockb–bCFO Brandsb(25binbtotal)
uy-
ofbPo MainbBrands:bLondon
wer Organic,bCarolinebLondon inbthroughoutbisbessentialbtobhav
KeepbInformedbOper MinimalbEffort ebquarterlybbriefingsbtobsharebrep
ationalbteamb(11binbtotal) Brandbambassadors ortsbonbthebprogressbofbon-
bgoingbcampaignbefforts,bregularbf
b(15bworldwide)
Press;bCommunity,bClients. eedbackbsessionsbimprovingbperf
Low
ormancebandb expectations.
1.1.4 SBbShop’sbKeybCustomerbSegment:
AlarmingbUKbfiguresbfrombPurplebPoundbwebsitebsay,b“Businessesblosebapproximatelyb£2bbillionbabmont
hbbybignoringbthebneedsbofbdisabledbpeople.”bAbwhoppingb“73%bofbpotentialbdisabledbcustomersbexpe
riencebbarriersbonbmorebthanbabquarterbofbwebsitesbtheybvisited.”bAndb“takingbaveragesbperbhead,btheb
onlinebspendingbpowerbofbdisabledbpeoplebisbestimatedbatboverb£16bbillion.”b(https://wearepurple.org
.uk/the-purple-pound-infographic/baccessedbonb15/06/2020batb11:37).
Therefore,bthebprimarybcustomerbsegmentbitbattractsbisbinbthebmajoritybdisabledbwomenbbetweenbtheb
agesbofb25btob55-
yearboldsbbasedbinbthebUK,bUSAbandbBrazil,bthatbhavebanbactiveblifestyleb(work,bsocial,btravel).bProfessi
onalsbthatbvaluebtheirbappearancebandbthebplanet,bcustomersbthatbresonatebwithbtheborganisation’sbsu
stainablebethosbbringingbpeacebofbmindbtobthosebthatbarebconsciousbofbtheirbimpactbonbthebenvironmen
t.
1.1.5 Thebthemebofbchoicebandbreasoningb–bMarketbPenetration
Consideringbthebstart-
upbsizebandbcurrentblackbofbstructure,bprocesses,bandbessentialbdatabmeasurements,bpenetrationbisbth
ebbestbandbmostbappropriatebthemebasbitbwillbbringborderbandblogicbtobthebcompany’sbeffortsbonbbrandb
awarenessbandbsales.bItbisbcrucialbtobstressbSBbShop’sblimitedbfinancialbresourcesbandbpersonnelbandbth
ebchallengesbassociatedbwithbit.bMinimisingbpossiblebfuturebissuesbbybleveragingbfounder’sbhigh-
profile,bhavingbab“hands-
on”bandb“dobitbinbhouse”bapproach,bextractingballbexpertisebwithinbthebteambtobimplementbdigitalbstrat
egiesbtobreachbthebtargetbaudiencebgeneratingbleadsbthatbcollaboratebwithbthebbrand’sbmission,bgrowt
hbandbgeneratebsales.
3
CONTENTS
1. SituationbAnalysisbforbSBbShop 2
1.1 OrganisationbSummary 2
1.1.2 MainbCompetitorsbAnalysis 2
1.1.3 SBbShopbStakeholdersbMappingbMatrix 3
1.1.4 SBbShop’sbKeybCustomerbSegment 3
1.1.5 Thebthemebofbchoicebandbreasoningb–bMarketbPenetration 3
1.2 AssessmentbofbthebmarketingbenvironmentbforbSBbShop 4
1.2.1 PESTELbAnalysisbConclusions 4
1.2.2 FivebForcesbConclusions 5
1.2.3 BrandbEquitybModel 5
1.2.4 SBbOverallbInternalbAuditbFindings 6
1.2.5 SWOT 7
1.3 DigitalbMarketingbObjectivebforbSBbShop 8
1.4 StrategicbOptionsbforbSBbShop’sbMarketingbPlan 8
1.4.1 Segmentation 9
1.4.2 Targeting 9
1.4.3 Positioning 10
1.4.4 MarketingbMixb7PsbModelbforbSBbShop 10
1.5 ImplementingbSB’sbDigitalbMarketingbStrategy 11
1.6 MetricsbforbSBbShop’bdigitalbmarketingbefforts 12
2.0 ImplicationsbofbthebauditbforbSBbShop 14
2.1 JustifyingbthebchoicebofbstrategybforbSBbShop 14
2.2 JustifyingbSBbShopbtacticalbmix 15
2.3 JustifyingbSBbShopbImplementationbplan 15
2.3.1 GanttbChart 16
2.4 JustifyingbSBbShopbmeasurementbtoolsbandbcontrol 17
Bibliography 19
1
,MarketingbandbDigitalbStrategy 40068546
1. SituationbAnalysisbforbSBbShop
1.1 OrganisationbSummary
SBbShopbisbabsocialbenterprisebstart-
upbthatbhasbthebobjectivebofbtransformingbthebfashionbindustryblandscape,bmakingbitbmorebinclusiveban
dbsustainable.bThebcompanybfocusbisbtobservebabneglectedb2%bofbthebglobalbpopulationbandb15%btob20
%bofbthebUKbpopulationbthatbisbdisabledb–
bstatisticsbsourcedbfrombThebPurplebPoundbwebpage.b(https://wearepurple.org.uk/the-purple-pound-
infographic/baccessedbonb15/06/2020batb9:02).
SBbShopbisbanbeCommercebplatformb(B2C)bthatboffersbfashionbproducts,bclothing,baccessories,bandbskin
carebproducts.bBybcollaboratingbwithbsustainablebandbinclusivebbrands,blikebSmartbAdaptive,bRuabLuja,b
LondonbOrganicbandbBeKoffee,bSBbgivesbcustomersbvarietybandbrepresentationbbybcastingbandbpromot
ingbmodelsbwithbabdiversebrangebofbdisabilities.
Thebstart-
upbwasbcreatedbinbJuneb2019bbybSamantabBullockbabParalympicbmedallist,bBrazil’sbnumberb1bwheelchai
rbtennisbplayer,b abprofessionalbwheelchairbmodel,bpublicbspeaker,bactivist,banbinfluentialbvoicebwithinbth
ebdisabledbcommunity,bholdingbprestigiousbtitlesbsuchbasbParalympicsbAmbassadorbandbThebPowerb10
0bUKbinb2019.bThebcompanybcountsbwithbabtotalbofb14bprofessionalsbthatbdedicatebtheirbtimebvoluntaril
y,bwhichbhasbitsbperksblikebhavingbhighlybqualifiedbpersonnelbinbthebteam.bHowever,bitbcomesbwithbchal
lengesblikebschedulingbabteambmeeting,bmaintainingblevelsbofbengagement,bandbstaffbretentionbcanbalso
bbebanbissue.
Withoutbproduction,bSBbShopboffersbconsultancybgivenbbybSamantabBullockbonbadaptivebclothingbdesign
bforbitsbcollaborators.bItbrunsbonbanbaffiliatebbusinessbmodelbchargingb25%bofbthebtotalbtransactionbwit
hbnobextrabmonthlybfees,bachievingbabturnoverbofb£700binbitsbFirstbYear,bthebcustomerbbasebisbsmall,ban
dbthebmajoritybarebpeoplebwithbdisabilities.
1.1.2 MainbCompetitorsbAnalysis
Figureb1.bMainbcompetitorbanalysisbinbthebadaptivebclothingbmarket
CompetitorbAnalysis SBbShop ZapposbAdaptive TommybAdaptive
N*ofbEmployers 14 +1500 17000
Founded Juneb2019 Aprilb2017 Summerb2018
Funding £0 $62.8mbinb9brounds $0
Revenue £700 $2.6b $10.04b
Investors NobInvestors SequoiabCapital,bGlyynbCapital ApaxbPartners,bPVHbCorp
StrengthbandbWeakness Socialbenterprisebandba 20byears,bexceptionalbcustomerbse Retailbgiant,biconicbforbstyleba
ctivistbspiritbandbvalues rvice/bSectionbofbthebbusiness,bbei
ndbquality,bstrongbcampaigns
,bquality/bLowbcapital,bl ngbsustainablebisbnotbabpriority .b/bMassbproduction.bHigherb
owbbrand price
awareness. range.
ProductbandbServices Adaptivebandbsusta Adaptivebfootwearb&badaptivebfash Adaptivebfashionbapparel,bincl
inablebfashion ionbapparel. udingbtrendybsignature
apparel. designs.
StatedbTargetbCustomer Womenbwith DisabledbpeoplebWomen,bMen DisabledbpeoplebWomen,
disabilities Kids Men,bKids
SEObRanking 65 66 75
CustomerbReviews 5bStars 4.6bStars 5bStars
FacebookbFollowers 7113 12910 13M
InstagrambFollowers 33.5K 10K 13.6M
TwitterbFollowers 1580 778 1.5M
Pinterest 75K 143K 98K
2
, MarketingbandbDigitalbStrategy 40068546
ItbisbworthbhighlightingbthatbthebfiguresbstatedbforbZapposbandbTommybarebofbthebwholebcompanybasbt
herebareblimitedbpublicbinformationbonbtheirbrespectivebadaptivebdepartments.bZapposbisbanbE-
bcommercebbusinessbthatbalsobsellsbTommybAdaptive,bwhichbmakesbthebchancesbofbabfuturebpartnershi
pbverybslimbplacingbthembasbSB’bmostbsignificantbcompetitor.bOtherbpossiblebSBbShopbcompetitorsbareb
IZbAdaptive,bAlterbUrbEgo,bM&S,bChairmelottebandbRolitexbBerlinbasbtheybarebalsobinbthebadaptivebfashi
onbmarket.bStill,btheybcanbbebfuturebpartners,busingbSB’sbplatformbtobsellbtheirbgoods.
1.1.3 SBbShopbStakeholdersbMappingbMatrix
Levelbofbinterest
High Low SB’sbkeybstakeholdersbarebinvolve
dbonbthebday-to-
High Figureb1.1bMedlowbMatrixbforbSBbShopb–bDatabbased
Augustb2020brecords daybrunbofbthebbusinessbwithbabgo
KeybPlayers KeepbSatisfied odbflowbofbcommunication,bhowe
SamantabBullockb–bCEO Partners ver,btobguaranteebmanagementbb
Levelb MarkbBullockb–bCFO Brandsb(25binbtotal)
uy-
ofbPo MainbBrands:bLondon
wer Organic,bCarolinebLondon inbthroughoutbisbessentialbtobhav
KeepbInformedbOper MinimalbEffort ebquarterlybbriefingsbtobsharebrep
ationalbteamb(11binbtotal) Brandbambassadors ortsbonbthebprogressbofbon-
bgoingbcampaignbefforts,bregularbf
b(15bworldwide)
Press;bCommunity,bClients. eedbackbsessionsbimprovingbperf
Low
ormancebandb expectations.
1.1.4 SBbShop’sbKeybCustomerbSegment:
AlarmingbUKbfiguresbfrombPurplebPoundbwebsitebsay,b“Businessesblosebapproximatelyb£2bbillionbabmont
hbbybignoringbthebneedsbofbdisabledbpeople.”bAbwhoppingb“73%bofbpotentialbdisabledbcustomersbexpe
riencebbarriersbonbmorebthanbabquarterbofbwebsitesbtheybvisited.”bAndb“takingbaveragesbperbhead,btheb
onlinebspendingbpowerbofbdisabledbpeoplebisbestimatedbatboverb£16bbillion.”b(https://wearepurple.org
.uk/the-purple-pound-infographic/baccessedbonb15/06/2020batb11:37).
Therefore,bthebprimarybcustomerbsegmentbitbattractsbisbinbthebmajoritybdisabledbwomenbbetweenbtheb
agesbofb25btob55-
yearboldsbbasedbinbthebUK,bUSAbandbBrazil,bthatbhavebanbactiveblifestyleb(work,bsocial,btravel).bProfessi
onalsbthatbvaluebtheirbappearancebandbthebplanet,bcustomersbthatbresonatebwithbtheborganisation’sbsu
stainablebethosbbringingbpeacebofbmindbtobthosebthatbarebconsciousbofbtheirbimpactbonbthebenvironmen
t.
1.1.5 Thebthemebofbchoicebandbreasoningb–bMarketbPenetration
Consideringbthebstart-
upbsizebandbcurrentblackbofbstructure,bprocesses,bandbessentialbdatabmeasurements,bpenetrationbisbth
ebbestbandbmostbappropriatebthemebasbitbwillbbringborderbandblogicbtobthebcompany’sbeffortsbonbbrandb
awarenessbandbsales.bItbisbcrucialbtobstressbSBbShop’sblimitedbfinancialbresourcesbandbpersonnelbandbth
ebchallengesbassociatedbwithbit.bMinimisingbpossiblebfuturebissuesbbybleveragingbfounder’sbhigh-
profile,bhavingbab“hands-
on”bandb“dobitbinbhouse”bapproach,bextractingballbexpertisebwithinbthebteambtobimplementbdigitalbstrat
egiesbtobreachbthebtargetbaudiencebgeneratingbleadsbthatbcollaboratebwithbthebbrand’sbmission,bgrowt
hbandbgeneratebsales.
3
