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Bombay Shaving Company: Digital Customer Conversion
內容大綱
In January 2020, Bombay Shaving Company had established an in-house digital team that was able to achieve the best digital marketing key performance indicators in its industry. BSC’s marketing strategy focused on conversion rates, influencer marketing, heatmaps, A/B testing, keyword cloud analysis, and emailer marketing. In using these tools, BSC was carving out a differentiated strategy for each step of the customer journey, including customer acquisition and customer retention. However, analysis of online purchase data had indicated that out of every thousand customers who visited the company’s website, only 13 ended up making a purchase. BSC had to address its poor conversion rate and determine how to ensure that its conversion rate would meet the industry standard.
學習目標
This case is appropriate for use in digital marketing, Internet marketing, and marketing strategy courses at both the undergraduate and graduate level. The case will help students appreciate online marketing in the context of India and the unique strategic model for this cultural and societal context. In exploring BSC’s marketing strategy, students can develop an appreciation for the strategic model the company has employed and its method of gathering consumer insights that are specific to the Indian context.<br><br>The case focuses on identifying issues particular to digital marketing in India, revisiting conventional business models developed for established big players, and recommending a course of strategic action to increase customer conversation rates in the Indian context. Analysis of this case will ultimately enhance students’ analytical, qualitative, and strategic decision-making skills as well as their knowledge of multidisciplinary marketing approaches. After working through the case and assignment questions, students will understand<ul><li>the intricacies of a smaller business, particularly the issues faced by start-ups in relation to marketing strategy, digital marketing, and consumer behaviour, in accordance with particular insights concerning Indian consumers;</li><li>distinctive digital marketing strategies; and</li><li>frugal strategies for succeeding in India.</li></ul>