Department of Marketing

JAHANGIRNAGAR UNIVERSITY
Faculty of Business Studies

Program: MBA Program

Name: Khondoker Naim-Ul-Islam

Reg. NO: 33623

MBA (1st semester)

Course Name: Digital Marketing

Course Code: MKT 505

Date of Submission: 02.07.2021

Question 1: How can Raymond use digital marketing to sustain
the growth of Parx brand?
Answer:
Raymond can help the Parx brand grow in a multitude of ways by utilizing digital marketing. In today's
market, digital marketing is more significant than traditional marketing. It allows you to create more
money for less money than traditional marketing would allow. It's incredibly crucial. For example,
Raymond is a clothes line. Here are some ideas for how Raymond may use digital marketing to help the
Parx brand grow.

❖ Continuous Concentration on a Single Target Market: At least two target markets should be chosen.
They should focus solely on their intended markets.

❖ Social Media Use: Generation Y, which is increasingly engaged on social media sites such as Twitter,
Facebook, YouTube, and Instagram, is Raymond's Parx's key target audience. Through these channels,
Raymond can communicate with the people who are essential to him. They may be able to reach the widest
potential audience with their merchandise.

❖ Raymond should create a digital media-focused marketing strategy. It also allows them to receive instant
customer feedback.

❖ Building an Online Visible Presence: Raymond will require an online presence in order to evaluate the
influence of digital marketing on his company's growth and development. While establishing a social media
presence, a brand's influence should be maximized.

❖ Direct Customer Contact or Text Messages: Digital media is one of the few venues in which a
company has complete control over its message and, in certain cases, its consumer complaint response. It
facilitates decision-making by providing fast feedback.
Question 2: In the context of the above case, highlight the
benefits of targeting in digital marketing?

After reading this case, consider the following benefits of digital marketing in the context of the
case:

❖ Geographical Expansion and Broader Reach: By building a successful digital strategy, a

company may easily expand into new countries and areas while avoiding the challenges associated
with traditional marketing.

❖ Design of Marketing Campaigns: Digital marketing campaigns are easy to set up and manage,
and they offer a lot of flexibility, allowing for exact market targeting.

❖ Digital marketing initiatives are cost-effective: since they do not require a significant volume
of money and can reach a vast number of individuals at a lower cost

❖ Better Revenues and Profits: A strong digital marketing strategy can help Reymond make a
lot more money as compared to traditional marketing tactics.

❖ Increased Return on Investment (ROI): It also aids in maximizing your investment's return.
It's simple to evaluate the impact of digital marketing methods on the target market because they're
easy to trace.
Question 3: Which media would you recommend to engage
consumers belonging to Gen Y? Justify your answer.

Answer:
The Millennial generation, often called Gen Y, comes after Generation X but before Generation
Z. They're quite conscious of how they're perceived in the public eye. Because Gen Y is so brand-
conscious, I would suggest keeping an eye on digital media venues available to them.

❖ Facebook: This social networking site is mostly used by clients between the ages of 18 and 24.
The target market of Raymond Parx is mainly reliant on Facebook (about 90 percent). It's a good
strategy to contact as many Generation Y customers as possible. It also becomes a low-cost way
to promote the company and attract new customers.

❖ YouTube: In today's society, YouTube is the most widely used method for attracting new
customers. It's a one-of-a-kind social networking platform that enables you to communicate with
a big number of potential customers. Weighted content production is something that Generation Y
has adopted. One is rewarded for their efforts. In order to get the word out about these movies,
promotion and sponsorship can be quite useful.

❖ E-mail marketing: E-mail is a well-known notion on the digital media platform. Over the
internet, Raymond can communicate with customers directly. Using various surveys and direct
mail to reach out to the database's classified audiences can be advantageous.

❖ Direct call and messaging: This is the most efficient way to learn about the perceptions of
your brand among potential customers. Direct messaging can be used to communicate ongoing
promotions, which can help capture the attention of your target audience. Because Generation Y
is fussy, garment marketing must be sensitive and meticulous.