Individual Assignment MKT558 March 2021 PDF

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Student’s Name : NURAISYAH BINTI NORAZIAN @ NASHRIZAL Student’s ID : 2019482186 Student’s I/C No. : 000207020034 Program Code : BA242 Part : 4A Course Code : MKT Course Name:Assignment/ Project No. :Due Date :Submission Date : Assignment/ Project Title:Lecturer’s Name : AEMILLYAWATY BINTI ABASI here...

Description

Student’s Name

: NURAISYAH BINTI NORAZIAN @ NASHRIZAL

Student’s ID

: 2019482186

Program Code

: BA242

Course Name

:

Student’s I/C No. Part

: 4A

: 000207020034

Course Code

: MKT558

DIGITAL MARKETING

Assignment/ Project No.

:

1

Due Date

:

23/4/2021

Assignment/ Project Title

:

Lecturer’s Name

: AEMILLYAWATY BINTI ABAS

Submission Date

:

23/4/2021

INDIVIDUAL ASSIGNMNET

I hereby declare that the work in this assignment/ project was carried out in accordance with the regulations of Universiti Teknologi MARA. It is original and is the results of my own work, unless otherwise indicated or acknowledged as referenced work. This assignment/ project has not been submitted to any other academic institution or non-academic institution for any degree or qualification. I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti Teknologi MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my study and exams. I hereby declare that this assignment/ project is written by me and: i. is a result of my own work; ii. has not been used for another assessment at another department/ university/ university college in Malaysia or another country; iii. does not refer to/quote works of others or own previous writings without stating it both in the text and in the reference list; iv. mentions explicitly all sources of information in the reference list; and v. will go through similarity check (Turnitin). I am aware that disciplinary action (which may include the deduction of marks in the assignment/ project) will be taken against me if I am found to be an offender .

23/4/2021 Date

/ SAT FBM Sep 2020

Student’s Signature

INDIVIDUAL ASSIGNMENT – 20% MKT 558 – DIGITAL MARKETING

LECTURER’S NAME STUDENT’S NAME

MATRIC NUMBER

: AEMILLYAWATY BINTI ABAS : NURAISYAH BINTI NORAZIAN @ NASHRIZAL : 2019482186

GROUP/PROGRAMMED : BA2424A

TABLE OF CONTENTS ABSTRACT........................................................................................................................................... 3 INTRODUCTION................................................................................................................................. 4 1.

ONLINE CONSUMER BEHAVIOUR ....................................................................................... 5

1.1

Demographic ............................................................................................................................. 5

1.2

Psychographic ........................................................................................................................... 6

1.3

Geographical ............................................................................................................................. 6

1.4

Behavioural................................................................................................................................ 7

2.

IMPACT OF MACROENVIRONMENT................................................................................... 8

2.1

Economic Force ......................................................................................................................... 8

2.2

Socio-Culture Force .................................................................................................................. 8

2.3

Technological Force .................................................................................................................. 9

2.4

Political Force ............................................................................................................................ 9

CONCLUSION ................................................................................................................................... 10 REFERENCES.................................................................................................................................... 11 APPENDICES ..................................................................................................................................... 12

ABSTRACT A fatal pandemic has not a fresh chapter in the history of the human race. On the other hand, the silent enemy (Covid-19) pandemic spread from Wuhan City, Hubei Province, China so exponentially that the pulse of the world shifted. The crisis which started in China has become a global crisis, which has damaged the health and economies of many nations. We can see from the events that have happened and continue to happen that people have not been preparing for this pandemic. This deadly pandemic was not immune to Malaysian firms and factories. (Kanapathipillai, 2020) One of the worst affected by this pandemic is BeauTyra, a Malaysian beauty products company. The objective of this analysis is to assess how their marketing efforts have influenced the Covid-19 pandemic. Does digital marketing play an important role in ensuring the continuation of the MCO business? In this paper, we'll see how BeauTyra hits their customers, and if the beauty brand Beautyra has any impact on our macro environment. Have they been effective using digital ads? Do they have a larger impact on the macroenvironment?

INTRODUCTION Tyra Kamaruzzaman, who is 21 years old, owns a beauty product company. They sell some products such as lipstick, blusher, eyeshadow, highlighter, and body mist. She started their business in Shoppe account and the marketing activities are done at their Instagram account, @beautyraoffical. The most interesting about their digital marketing is every new product they will do a campaign to give an awareness to the netizen. BeauTyra is a Malaysian beauty brand that does not discriminate against someone depending on their form, height, or skin tone. BeauTyra bridges the gap between consistency and affordability, believing that everyone deserves to feel pretty every day. With beauty basics for both skin tones and colours. Their products are cruelty-free to animals, and they are actively working to become leaping bunny certified.

1. ONLINE CONSUMER BEHAVIOUR First and foremost, we need to understand and understand the consumer behaviour, to ensure that products that we want to sell attract customers. The marketing efforts would then be effective and competitive. Consumer behaviour is the study of individuals, groups, or organisations, as well as all behaviours related to the purchase, use, and disposal of products and services, including how the consumer's emotions, perceptions, and expectations influence their purchasing decisions. Consumer behaviour research formally studies human attributes such as demographics, needs, motives, and how the environment influences purchasing behaviour.

1.1

Demographic Demographic analysis is known as the analyses and studies of broad features for categories of individuals and populations. Businesses may use demographic analysis to help determine how to market to consumers and plan ahead for future demand trends. In combination with the internet, large data and artificial intelligence, demographics are greatly increased as a marketing and business management instrument. Age, gender, race, and ethnicity are all common demographics. Demographics such as education, household size, and occupation are also tracked by businesses. The majority of demographics are characterised or delineated by ranges. BeauTyra's target demographic is, of course we can see from the campaign of their product, they hired young women to be their model of her product. From that we can see they targeting young females between the ages of 18 and 25, with the majority of them being students. This is due to the fact that their founder is still young, and she has said that the goods she sells are focused on their age, which means that the product will follow the range of their age. For the time being, since she is in her early 20s, their demographic is comprised of young adults. Aside from that, prior to this pendamic Covid-19, she often opened Campus Mania booths in several universities in Malaysia. As a matter of fact, we can conclude that they have a higher proportion of student customers. Not only that, but their products are designed to be compatible with all shades and tones, making them suitable for use by people of all races.

1.2

Psychographic Psychographic segmentation is a technique for market segmentation that separates people into psychological groupings based on lifestyles and expectations that influence consumption habits. It is mostly based on 'how' people think and 'what' they want to be. Any company which wants to consider its customers' thinking process should use this method to separate its aim market. BeauTyra's psychographic is derived from Instagram influencers such as Nisha Ezzati, Cupcakes Aisyah, Syarifah Rose, and others, who have been paid to review their product on their personal accounts so that their followers will be interested to buy when they see it. Furthermore, any time they launch a new product, they will send it to an influencer advance so that when the product is released, they will have a large number of customers who are influenced by that influencer. Aside from that, they design their products with compactative and adorable packaging that can fit in our handbags, adding value to the customers. (Satyaprakash Naik, 2020)

1.3

Geographical Geographic segmentation is the process of dividing your audience into groups depending on where they live or work. This can be accomplished in a variety of ways, including grouping customers by country or smaller regional divisions, such as province, area, and postal code. Geographic segmentation may be the most straightforward type of market segmentation to grasp, but there are still plenty of applications that businesses overlook. Depending on the company's needs, the size of the region you target can adjust. In general, the larger the business, the larger the areas you'll be hitting. Over all, addressing each postcode separately won't be costeffective for such a large potential audience. BeauTyra does not have a specific geographical goal since they sell to people all over Malaysia regardless for where they live because they can ship the product. It is clear that the BeauTyra product is appropriate and convenient to use for any job, case, or even daily use.

1.4

Behavioural Consumers are segmented based on their behaviour trends as they communicate with an organisation. As the name implies, this type of segmentation looks at a consumer's behavioural characteristics, such as their understanding of, attitude toward, use of, likes/dislikes of, or reaction to a product, service, promotion, or brand. It's important to remember that this form of segmentation does not occur in isolation from other forms of segmentation. Customer characteristics including age, gender, place, salary, and occupation are often linked to behavioural data. As a result, behavioural data is often used to verify such assumptions drawn from other segmentation data. Since BeauTyra often offers promotions and bundle package on their products, it attracts more customer to buy during that time period because certain consumers will react when the price is lower than the usual price. Not just that, but BeauTyra likes to have some massage in their product campaigns, it give impact to attitude and actions of indivduals or group, long term lifestyle, and the ability to relate to the consumers’ brand preference. This definitely help to create good feelings with customers that have clear brand awareness for the processing of purchasing details. (Satyaprakash Naik, 2020)

2. IMPACT OF MACROENVIRONMENT The macro-environment includes all forces that are part of a greater community and have an effect on the micro-environment. It includes demographic, economic, social-cultural, technological, ecological, and political forces. The aim of studying the macro marketing environment is to better understand the environment and to respond to the social environment and transition through the enterprise marketing effort to accomplish the enterprise marketing goal. However, the pace of environmental change in this decade is very rapid, so knowing the ever-changing pattern in the macro-environment allows businesses to find new opportunities.

2.1

Economic Force Economic factors have an effect on market growth on a global scale. Global factors have an effect on supply and demand, so it's critical for digital markets to understand growing economic influences they should be aware of. Typical economic variables (e.g., growth and unemployment, interest and exchange rates) can have an effect on any area of a company's operations and are similarly applicable to both on- and off-site operations. internet-based enterprises Emerging markets and international business development. (Dave Chaffey, 2019) BeauTyra's owner began their business with just a few employees, so they had to recruit more as time went by. When they employed employees, that made a significant difference in the economy. Aside from that, BeauTyra promotes their consumers further during the MCO. It further benefits the economy by encouraging customer to spend their product and create transactions.

2.2

Socio-Culture Force Social force are closely linked with culture and have significant impacts on digital marketing. Social key factors are social communities based on demographic, social exclusion and cultural factors. For the culture the local language and culture of a country can dramatically impact the requirement of users of a web services. BeauTyra also sells their products in Shoppe because they know that Shoppe is the number one online shopping site in Malaysia and that they will get more buyers there. Furthermore, they create a TikTok account and do some advertising there so that more young females can see their product.

2.3

Technological Force The effect of technological advancements on consumers, businesses, and society as a whole. Increased free time, enhanced connectivity, and better management information structures are examples of positive technological factors, while increased unemployment and information theft are examples of negative technological forces. BeauTyra launched their website in addition to their Instagram and Shoppe accounts, which can be compared to this power. Furthermore, they now have their own office, complete with a meeting room, pantry, receptionist, studio where they can do photoshoots for their campaigns and products.

2.4

Political Force The impact of political forces on digital marketing strategies and planning is possible. The interaction between government officials, public opinion and customer lobbying groups, and industry-backed organisations such as the Department of Industry shapes the political climate. Interaction between these organisations aids in the creation of a trade atmosphere with clear rules and privacy safeguards. Many influences in the political climate affect the trade environment, including taxes, spending, and corporate and public relations management. Economic and political powers are inextricably linked. BeauTyra, like every other companies, is constrained by political power and is forced to pay taxes to the government.

CONCLUSION Digital marketing is becoming more and more mainstream. Advances in IT have transformed multiple sectors of the business, marketing and online purchase systems. Developments in the IT sector, commercialization and internet transaction have altered several things. In the business-to-consumer market, sales across the Web in the last few years have grown dramatically. During COVID-19 companies turned their businesses into digital marketing. The growth in digital marketing slowly changes customern's behaviour against online sales in a time when the pandemic is escalating. (Venkatesh Bala Sanger, 2021) Both established and emerging-country customers become accustomed to a digital shopping channel. Understanding the variables that affect intent, acceptance and repurchase is important for scientists and practitioners alike. In today's scenario, digital marketing has to move a longer distance to become equally important among all age groups, and Digital marketing is becoming more common amongst individuals, particularly younger ones. Owing to safety problems, the physical location of the goods supplied, product delivery times, pricing complaints and cost, people are reluctant to use e-services. (Dr, 2012)

REFERENCES Dave Chaffey, F. E.-C. (2019). Digital Marketing . UK: Pearson. Dr,

S.

H.

(2012).

CONSUMER

BEHAVIOUR

TOWARDS

E-MARKETING.

RESEARCHERS WORLD, 107-118. Kanapathipillai, K. (2020). THE IMPACT OF THE SILENT ENEMY (COVID-19 PANDEMIC) ON THE MARKETING EFFORTS UNDERTAKEN BY THE AUTOMOTIVE INDUSTRIES IN MALAYSIA. European Journal of Managment and Marketing Studies, 1-21. Satyaprakash Naik, D. S. (2020). Influence of Online Ratings and Review on Consumer Behavior Towards FMCD Products in Odisha - A Literature Review. An International Bilingual Peer Reviewed Prefereed Research Journal, 33-38. Venkatesh Bala Sanger, F. W. (2021). More Important Than Ever: Embracing Digital marketing to Survive COVID-19. CoMBInES, 74-89.

APPENDICES

Website

Intagram and Shoppe Account & Product Campaign

Kampus Mania Booth

Awarneess

Promotion and Bundle Pack

Influencer Paid Review...