How does the brand Ashley Stewart continue its STP strategy in digital marketing

considering the external factor by which Google’s Adwords imposes a threat to the
company due to the creation of their policy prohibiting using terms that refer to body
type which is effective in targeting customers associated with the segment of curvy or
plus size women as well as their information search?

Create marketing campaigns to create an indirect movement against the created

policy of Google through the use of social media.
The restrictions of the use of the term curvy, plus size, or body type to target customers
do no good to the segment of the market that Ashley Stewart caters to because plus
size people are actually having a hard time searching for brands that cater clothing for
plus size women. Restricting the use of these terms limits both the companies that offer
plus size clothing and plus size people, the companies will have a hard time reaching
plus size people, and plus size people will revert back to having a hard time finding
brands to avail clothes specific for their body type and at the affordable price since they
would receive lesser advertisements from these brands since the use of the said terms
are prohibited and advertisements containing these terms would be rejected. Which
may raise concerns and backlash, especially with the people on social media. Google,
on the other hand, Google is a big company therefore it values the public relations
aspect of marketing and tries to attain a good public image. This is also evident as the
company has a website that is specific for their inclusive marketing campaigns and
under the website they provide articles with regards to supporting plus-size people.
Hence, this course of action is a movement to indirectly influence Ashley Stewart’s
customers to act on the non-inclusivity policy of Google through the power of social
media to persuade or force Google to remove the policy to protect the company’s good
public image. The company may produce actions such as advertisement campaigns
that indirectly throw shade against Google or inform the public of the implications of not
having a channel to connect with plus-size people.
Pros:
 Uses the influence of social media to force Google to withdraw the rules
 Gain sympathy from the public
 Attain a good public image as the brand protects fairness for plus-size people
Cons:
 Unprofessional solution to solve the problem
 Legal actions that Google may impose
 Costly
 Low chances of removing the policy since policies, especially with a well-
established company invest and carefully review these policies as it may greatly
affect their company
Collaborate with other brands targeting plus size or curvy women to create a
petition to Google and formally present the negative implications of the said
policy.
Ashley Stewart may collaborate and influence other brands whose target market is also
plus-size women to join us in creating a petition for Google to withdraw the rules. As the
company and the industry of plus-size people in the fashion industry progresses, it may
use the influence to persuade Google to withdraw the rules or make an exemption for
the companies that offer plus-size clothing. Ashley Stewart is considered a customer of
Google as it avails advertising services. Therefore, Google values initiatives that may
help to improve service, especially with bigger clients such as Ashley Stewart.
Presentation of the negative implication of the rule may result in bad business for
Google since the rule affects and limits the available industries for having efficient
advertising.
Pros:
 Formally reach out to Google regarding the policy
 Provides detailed information to Google with the implication of the policy in the
plus-size fashion industry
 Collaboration with other brands increases the chance of removing the policy or
having an exemption
Cons:
 Low chances of removing the policy since policies, especially with a well-
established company invest and carefully review these policies as it may greatly
affect their company

Follows the policy and repositions the brand only in that marketing channel of
Google’s Adwords that Ashley Stewart considers that there should be no division
in women and a woman no matter what her size, is still a woman. Further
expansion by including other body types may also be implemented but still with a
focus on plus-size women.
Culture is one of the social factors that influence the buying process. Culture includes
the morals of most members of society. Therefore, the inclusivity of most members of
society must be valued by Ashley Stewart as well as the moral of removing the barrier
or the labeling between a plus-size woman and not since even though they have
different body types they must have no labels, and both must have equal opportunities.
The company is then subjected to position the brand promoting this moral and
inclusivity with its marketing campaigns and we can expand our products to other
markets such as to also include clothing for not plus size women. Since the brand’s
principle is that plus-size women must be treated as normal women and therefore must
be in the same environment as other women. In this case, there will be no need for the
terms prohibited by Google’s Adwords specifically curvy and plus size since the brand
no longer recognizes that woman differs in sizes but the brand recognizes every woman
no matter what their physical attributes must all have equal opportunities. Therefore the
brand includes more target markets, however, there should still be a focus on plus-size
women since they are the minority which equates to the company also valuing the
principle of equity.
Pros:
 Income opportunities
 Entering new markets
 Inclusivity
 Socially accepted brand
 No need for the use of the terms curvy and plus size
 Less cost
 Good public image
Cons:
 Lessen emphasis on plus-size women due to the addition of a new market
 Need to find a new supplier for new products for the new market segment

Create campaigns that may drive the public to understand a different term that
indirectly refers to curvy or plus-size women. They may use the term “Ashley
Stewart” as a character or buyer persona that represent the curvy or plus-size
women.
Instead of using the words curvy or plus-size in the advertising campaigns which is
prohibited by Google. Ashley Stewart must create campaigns that influence people to
understand a new term in exchange for the prohibited terms and the goal is for the
public to know the new term as part of their internal sources of information. The term
that should replace the prohibited words curvy or plus size, should be also the name of
the brand which would be a character that represents the curvy or plus size woman.
The brand must position the brand name so that it represents the population of curvy or
plus-size women. They should position in the minds of customers that Ashley Stewart is
for the plus size or curvy woman. In this way, there would be no need for the use of
prohibited words but still convey the same meaning of the message of the
advertisements. It is also aligned with their emphasis on she which also embodies the
brand name, Ashley Stewart. The brand name must also embody the term curvy or plus
size in the understanding of the public.
Pros:
 No need for the use of prohibited words
 Better brand positioning
  Maintains the firm’s culture
Cons:
 Costly
 Not effective to other segments of the market

Reduce the use of Google Adwords on the list of marketing channel of the
company and focus on other marketing channels that is more effective than
Google Adwords.
There are various marketing channels which are more effective than Google Adwords,
such as SEO, targeted advertising on social media, influencer marketing, celebrity
marketing, or affiliate marketing. That may also serve the same purpose of efficiently
targeting Ashley Stewart’s target market. Hence the company may reduce the marketing
efforts of using Google Adwords as their marketing channel and focusing on the other
marketing channels which may pave the way for more efficient targeted marketing.
Pros:
 Efficient target marketing
 Maintains the firm’s culture
 No need for the use of prohibited words
 Be able to target the targeted segment
 No need for the use of the terms curvy and plus size
Cons:
 Costly
 Reduction of marketing efforts to one of the most popular marketing channel

Reference:
https://all-in.withgoogle.com/audiences/plus-size-people/#what-is-anti-fatness