Promotion of Instagram account

Group number: 1307
Participants: Панова М.Г., Ларюшкина О.С. (Panova M., Laryushkina O.)

Business type: handicraft production of bath accessories (the main product is handmade soap)

Our potential buyers are mothers, girls, young women, housewives, beauty bloggers.

Target segments are young women (18-34) and housewives (25-40). Our production will be creative, fashionable and cheap, so it will suit ordinary young women.

Main competitors and their positioning

Competitive positioning is the formation of the company's competitive position and familiarization customers with its competitive environment. Our competitors are women who make soap and other bath accessories and sell them at a low price through Instagram or VK. They want to look their products organic-natural, attractive, beautiful and appetizingly presented, unique, useful in mind of consumers. According to that, they publish beautiful photos of their product in the Instagram network, in their social accounts and on their websites, if there are any. Lotteries, competitions are used as marketing activities. Majority of our competitors want to emphasis that their products are ideal gifts for loved ones.

Define and describe your positioning strategy (your unique trading offer)

We will sell thematic sets of bath accessories in order to make people/children cleverer, explore them something. E. g. there will be sets called «Russian Hero cities», «Polar animals», «History of fashion», «USSR’s Weapon collection», e. t. c.

Define and describe a 4p strategy
Product

We will have various product lines: soap, scrub, cream, bombs made of soda, scented candles, face mask, shower gel, hair care products. Everything will have a perfect smell. Our production will be packaged in the fashionable boxes.

Place

We will sell our production in Instagram. And there are some reasons for that. In July 2016 there were 500 million users, more than 300 million people enter the application every day, that is, more than 60%. Instagram will help us to reach our target audience because 63% of users are people from 18 to 34 years, with 75.7% of them women. And our target sedment is young women from 18 till 34.

Also we are going to launch web site.

Also it would be great idea to sale of goods in stores «Mama-Milo», «Milovaroff»(now they sell only ingredients for soap).

Price

Price is sensible, even cheap (but we should cover our costs). Production should be available for everyone. E. g. the average price of soap will account of 100 rubles.

Promotion

Collaboration with bloggers, especially with beauty content bloggers. Buying advertising in social networks. Lotteries, rallies, reposts e.t.c.

How can you use the various possibilities of the Internet, how can you include Internet tools in your marketing strategy.

Promotion of web site

We are going to conduct work on several important areas of activity, which, together, will help us to raise the site in search engines and increase its attendance. There are:

· relevance of pages;

· original content,

· high-quality design;

· registration in search engines;

· registration in free catalogs;

· social bookmarks

We are going to become more relevant, because it will increase our chances to be found. Perfect design, competitive advantage and call to action will keep our potential clients and make them buy. Navigation is really important too. Content optimization, search engine optimization will be two of our main instruments of Internet marketing. We will collect a semantic core and highlight keywords that will allow the site to be in the top.

We are going to use following tools:

· Targeted advertising;

· Buying advertising in other public / groups;

· Posts of opinion leaders;

· Competitions, giveaway;

· Intermediate;

· Flash mobs.

· Massfollowing;

· Massliking;

· Masscommenting.

Appreciate our first experience of product:

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