Homework answers / question archive / MARKETING STRATEGIES USED BY A FIRM Marketing Strategies BY: JEWEL OFORI ATTAH :2131 INTRODUCTION- THE TWINS STORE (TTS) THE TWINS STORE Is a premier mineral makeup brand based in Ghana, West Africa

MARKETING STRATEGIES USED BY A FIRM Marketing Strategies BY: JEWEL OFORI ATTAH :2131 INTRODUCTION- THE TWINS STORE (TTS) THE TWINS STORE Is a premier mineral makeup brand based in Ghana, West Africa

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MARKETING STRATEGIES USED BY A FIRM Marketing Strategies BY: JEWEL OFORI ATTAH :2131 INTRODUCTION- THE TWINS STORE (TTS) THE TWINS STORE Is a premier mineral makeup brand based in Ghana, West Africa. THE TWINS STORE is a well-renowned beauty store that has continually featured a variety of high-quality and affordable beauty products. Since the launch, it has captured the Ghana beauty market. THE TWINS STORE was created in 2016 by LAURA and LAURETTA . THE TWINS STORE is a well-renowned beauty store that has continually featured a variety of high-quality and affordable beauty products since day one. Our passion for excellence has driven us from the beginning, and continues to drive us into the future. MARKETING STRATEGIES USED BY TTS To begin with, A marketing strategy is a long term business approach established to achieve marketing objectives by understanding the needs and wants of customers The main marketing strategy used by this cosmetic brand is Digital Marketing & Pricing DIGITAL MARKETING Types of digital marketing used are; ? SOCIAL MEDIA ? SEARCH ENGINE MARKETING ? INFLUENCER PROMOTION STRATEGIES:DIGITAL MARKETING This is the first beauty brand launched and sold exclusively on the Internet. One of the factors that has made this cosmetic brand very popular is the investment in Online marketing A form of marketing that is more lucrative, compared to traditional form of marketing. Digital Marketing is the use of internet, social sites. Etc. to raise brand awareness or sell products. Online Marketing promotes brands to connect with potential customers using the internet such as; websites, emails, social media etc. SOCIAL MEDIA How does this brand generate crowd on social media? ? TTS target audience is Millennials and Generation Z- this is the influential generation of Instagram,Twitter and Facebook. Therefore, the marketing effort of this cosmetic brand’s content focuses a lot on Social Media. Since its founding, TTS relies on Social Media Marketing to build the brand. ? ? ? this brand creates beautiful images of products, makeup, product users,etc. allowing shoppers to refer to many different products Sponsored Ad- Paid promotion on a preferred app that allows their content appear on a random user’s feed. The user of individuals with high social media networking potential called ‘influencers’ to create viral messages that appeal to their followers about their products. This is another way to raise awareness about a brand. Influencers are the new wave when it comes to social media marketing. Lastly, by listening and engaging with . SEARCH ENGINE Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs). ... Search engine marketing is also alternately referred to as paid search or pay per click (PPC). With this brand, orders are placed using website. Aside social media this brand also priorities its websites since all of the products are made available to order on the website. HOW DOES THIS WORK? This works by paying for ads to appear as the search result on search engines Pricing: Competitive strategy Competitive pricing is a strategy where a product's price is set in line with competitor prices ? Competitive Strategy After analyzing TTS direct competitors, we determined that the firm’s main competitive advantages are its low price and its high number of choices available to consumers. ? Because this brand’s greatest competitive advantage is its low price, this firm uses the overall cost leadership strategy under Porter’s Four Competitive Strategies to conveniently deliver its products at a consistently low price. SWOT ANALYSIS FOR TTS EXTERNAL OPPORTUNITY & THREAT INTERNAL STRENGTH & WEAKNESS STRENGTH ? ? ? Strong brand presence on multiple social media platforms Positive community engagement High quality products with attractive designs available for diverse skin types OPPORTUNITY ? ? WEAKNESS ? ? No physical store locations. Only available online, so customers will have to pay for shipping Customers cannot swatch products Elimination of international barriers Rapid market growth due to social media and its exposure THREATS ? ? Various competitors increase shipping barriers PRESENTED BY: • JEWEL OFORI ATTAH :2131 To conclude, Overall, THE TWINS STORE has excelled in the online makeup industry, providing expressive and affordable products to millennials. Digital and direct marketing, especially through social media, plays a major role in this cosmetic brand’s promotional strategies and success.