Charles Williams

CTU/DMKT305 Unit 1 IP

Kristin Trask



1. Introduction 3

2. Case study on the marketing strategies used by Lavish shoe company 3-4

3. Offline marketing methods 4-5

4. Online marketing methods 5-6

5. Integration of marketing methods 7


Business E-plan involves the organisation of important strategies as it involves carrying out business over the internet. The e-business plan requires much attention when being formulated as it involves the future of the business. It has the goals and the objectives of the business and in most cases the time frame by which they ought to have been achieved. It thus requires skilled personnel. (Kelly, 2013)

It should incorporate the following; website technology and the marketing infrastructure, website content where customers can get information about the products being sold. It should contain information on branding and design for easy understanding by the customers. The plan should also include in it the marketing plan and budgeting strategies, it should also have the risk management methods. Finally, the plan should be flexible to accept some changes.


My case study involves Lavish Company which is a shoe marketing firm. The Lavish shoe marketing company has a developed online market where it advertises its product. It has a well-developed website where it uploads all the products it has in stock. Information regarding the shoes is also availed where it includes the price, shoe number, the design and the manufacturer of each particular shoe. The information makes the customer to order according to his best and affordable choice.

The company has a well-established network where the customer’s order is processed immediately without time wastage. The efficiency helps the company have a good reputation and its customers act as its evangelists, they refer others to shop with it due to its withstanding services. The company also allows change of faulty goods without charges on the customers thus there exist good customer relation. (Robert, 2014)

Lavish company has a well-established delivery channel where customers can order goods from any geographical are and they are delivered. The company works to make sure all its order are delivered to their destined customers. It has worked to create trust with its customers and this has helped it widen its market. The company allows different forms of payment and thus everyone can shop with it without any doubt on the form of payment.

For any company to fully dominate the market it must work on the demands of the customers, the company has a well-developed customer care service where they get the suggestions of customers on the services and on the shoe designs. This one allows room for creativity and innovation thus the company can compete favourably with other shoe marketing firms.


The offline marketing methods involves marketing on the media. It does not involve internet. There are several ways being employed currently by the company. Word of mouth is one of them where the business creates a good relationship with customers. Later the customers act as the ambassadors of the company by referring others to shop there. Radio advertisements are also categorised under offline means. Messages are designed to be appealing to customers to go and buy with a company. Radio adverts are believed to reach to a larger audience. They can also be used to get people at their most convenient time and thus considered more beneficial compared to other means of product promotion as radio is seen to command a wide target group. (Jon, 2012)

Good can be promoted by the trade shows and convoys; it is believed that a great way to grow business is through physical events. Physical events tend to attract many customers as they get the physical experience of the business thus a long-lasting impact is created in them and thus a relationship is established. Business cards and flyers also create an impact to sellers. Especially when they are designed with attractive colours and images, they should also be placed in strategic places where they can be easily identified. When a business decides to use then it should include important information in them like business location and its address. It is considered one of the cheapest means of advertisement and has a potential of attracting customers.

There is also the free swag or free gifts advertisement where some products are designed with the company logo and given to people. They include hats, pens, sun glasses and t-shirts. They help in marketing the company’s name. This type of promotion is mainly done for goods consumed by the young generation. (Kelly, 2013)

Offline marketing can also be done through sign advertising which involves use of physical signs. These signs are believed to in a great way catch the attention of the customers. When launching a new product in the market it advised to put a sign representing the product outside the store, this acts to catch attention of customers and bring them in for shopping.

Finally, there is the printed media advertising which include newspapers and journals. It has been in the promotion industry for many years. Newspapers and journals are also believed to have command over large audience. Though expensive their adverts are good and might last long as a newspaper will keep circulating after its purchase. Most adverts target the elites and the old generation, as the two groups are believed to always be in contact with newspapers.


For online marketing, I can propose the social media. It involves marketing over the internet. It is inexpensive way where one can the business can a Facebook page and on Instagram. The above pages can be used to post pictures of products available and a brief description concerning goods is given. The pages should be well maintained and made interactive in a way customers can inquire for more information through them and the appropriate answers given. (Simon, 2016)

There is also the social network application which is being considered as a viral marketing of late. It has appeared on the social networks for the past few years, it is because of people trying to customize their profiles and pages with an aim to make them cool than others. Such applications are known to draw huge user base where advertising is done easily. Although it is considered hard to come up with one such application, once fully developed the owner is assured of generating decent cash and more customers are attracted. (Simon, 2016)

Social news is also a way of online marketing; advertisements are posted on social news sites. These sites are believed to command a large audience as they are mostly visited by huge number of people. These sites if well utilised have the potential of attracting many customers into the business. The sites demand tailored articles which will be able to lure customers to the business being advertised.

Blogging works to compliment online marketing also. On blogs, one can publish the company’s content online, blogging gives room for the product information to be published quickly and easily. The same information is also widely accessible which makes it attract more traffic.


The case study business should develop a very strong network between it and its customers for them to market its name. It should also observe ethics to avoid collision with the law. On online marketing, it should develop an information technology desk to work on social media and on social networks and the desk will serve to listen to customer complaints and concerns. The desk should work to develop an application that will enable customers to order and buy goods online. On offline methods, it should come up with logos and slogans to represent the company so as it can use them during advertisements. This will help the company control a wide market with time. (Ken, 2012)


Jon Reed (2012), Get Up To Speed with Online Marketing, pp.234-237

Kelly Clarkson (2013), Critical Success Factors of Online Marketing Campaign, pp.76-80

Ken Kaser (2012), Advertising and Sales Promotion, pp.187-190

Robert G. Picard (2014), Media Product Portfolios, pp.89-92

Simon Kingsnorth (2016), Digital Marketing Strategy, pp. 106-110

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