Evaluate Digital Marketing Strategies and Impact on their Customer - Management Assignment Help

Assignment Task:

Learning Outcomes

· Evaluate digital marketing strategies and impact on their customer connect for understanding design of effective campaigns

· of a given company to design effective marketing campaigns

· Identify and describe the segmentation and targeting of customers group/s of a given company

· Conduct competitor’s analysis and marketing mix strategy of given company.

· Examine branding strategies and value proposition of a given company

· Conduct analysis of marketing challenges faced by given company and provide recommendation to achieve competitive advantage based on insight, critical and reflective abilities.

· Develop well-structured report with adherence to academic writing, word count and harvard referencing

The EMA requires you to prepare a 2500-word report:

EMA relates to your understanding of Unit 1 to establish nuances of marketing, the way it operates and its critical perspectives, Unit 5 to evaluate the motivations customer has to purchase certain products and not others, Unit 6 to examine how to segregate and target market segments based on the identified needs, similarities and differences, Unit 7 to understand how to achieve competitive advantage, Unit 8 to understand and apply the branding principles to ensure that carefully selected messages are conveyed to the market about organization and its products, Unit 9 to understand and apply how to use marketing communications to enhance brands while increasing sales and market share and Unit 10 to be informed of the existing challenges and need for control while conducting marketing activities.

Task:

Read and analyze the case study on MakeMyTrip`s Marketing Campaigns. Then write a well- formulated essay in response to these questions:

1. Examine use of social media for digital marketing strategy by MMT and its impact on their customer connect for understanding design of effective campaigns. (15 Marks)

2. What is the market segmentation and targeting strategy of MMT? (20 Marks)

3. Conduct competitor’s analysis and marketing mix strategy of MMT. (20 Marks)

4. Examine MMT’s branding strategy and value proposition to customers (15 Marks)

5. Analyse the marketing challenges faced by MMT and provide your recommendation how they can overcome them to achieve competitive advantage? (20 Marks)

CASE: MAKEMYTRIP`S MARKETING CAMPAIGNS

INTRODUCTION
In April 2019, India based travel-booking portal MakeMyTrip (MMT) stepped into the corporate travel booking segment with the acquisition of a company Quest2Travel.com (Quest2Travel). Through this acquisition, the company aimed to extend its service offerings to large corporates and fulfill their travel requirements. The same month, the company launched an innovative travel game show series called MMT Knock-Knock on its App with the aim of driving customer engagement through incredible travel bids, deals, rewards, and games. To make the series engaging and fun, the live show was anchored by well-known television celebrities Gauhar Khan and Purab Kohli. The 30-minute in-app show comprised segments like live bidding for delightful travel deals, quizzing for attractive prizes, original travel entertainment content, and a jackpot prize offering exquisite international holidays.

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