Digital Marketing Strategy for Debbies Products Limited
Debbies Products Limited is a Ghanaian skin and hair care company established in 2007. The company manufactures and distributes a range of shea butter-based skincare products, a range of ‘Alata Samina’ or black soap-based skincare products, hair maintenance products, and lately, cleaning and sanitising products in response to COVID-19. Despite Debbies’ steady growth and strong presence in many West African countries, the company lack a Digital Marketing Strategy. The gaps in Digital Marketing, as outlined by the management of Debbies Products, are mainly limited access to all segments of its target market and making much sales online. The gaps mentioned above were studied by conducting a needs analysis using observation, in-depth interviews, and questionnaires. The study participants include the company's management, its customers, competitors, and members of the general public. The results supported the assumption that Debbies’ marketing strategy had not adequately evolved over the years to accommodate changes in the digital business climate. Thus, they were not fully reaching their target market and optimising their sales. The literature review touched on the various factors and models that influence digital marketing while tying in the e-commerce factor. This inclusion is necessary because digital marketing is essential in this era for stimulating sales. The proposed solution uses a comprehensive digital marketing strategy fused with the promotional mix elements to bridge Debbies’ marketing gap. The design touches on plans meant to implement across different platforms, including a website, Facebook, Instagram, Twitter, TikTok and Pinterest. If implemented correctly, the strategy will help the company increase its market reach, engagement, and sales.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
beauty products, social media