Publicação
Marketing strategy for company S
| Resumo: | In Shanghai's highly competitive flower tea market, Company S faced three major challenges of declining marketing effectiveness: inefficient customer acquisition through social media, inconsistent brand positioning, and low customer retention. Traditional marketing approaches fail to meet consumers' diverse information needs across digital touchpoints, leading to customer fragmentation. This study aims to develop an integrated social media strategy with the goal of increasing monthly sales from RMB 1 million to RMB 1.5 million by improving customer acquisition efficiency and retention. Combining the SICAS consumer behaviour model and Porter's Five Forces analysis, the research methodology integrated questionnaire data from multiple consumers and multiple in-depth interviews. The results of the study showed that the operational disconnect between Weibo, Xiaohongshu and Douyin created barriers to customer acquisition, while the lack of post-purchase interaction led to customer churn. This was followed up with coordinated content distribution and targeted KOL collaboration, cross-channel customer acquisition, regular interactive activities and membership rewards to retain customers, and consistent brand management with a unified visual identity across platforms. The results of the implementation showed an increase in new customer conversions and a higher 6-month retention rate. This study demonstrates that synchronised social media operations can effectively address customer acquisition and retention challenges in the highly competitive FMCG market, providing actionable insights for similar SMEs. |
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| Autores principais: | Jinpeng Xie |
| Assunto: | Venda -- Sale Plano de marketing -- Marketing plan Tea Chá |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | In Shanghai's highly competitive flower tea market, Company S faced three major challenges of declining marketing effectiveness: inefficient customer acquisition through social media, inconsistent brand positioning, and low customer retention. Traditional marketing approaches fail to meet consumers' diverse information needs across digital touchpoints, leading to customer fragmentation. This study aims to develop an integrated social media strategy with the goal of increasing monthly sales from RMB 1 million to RMB 1.5 million by improving customer acquisition efficiency and retention. Combining the SICAS consumer behaviour model and Porter's Five Forces analysis, the research methodology integrated questionnaire data from multiple consumers and multiple in-depth interviews. The results of the study showed that the operational disconnect between Weibo, Xiaohongshu and Douyin created barriers to customer acquisition, while the lack of post-purchase interaction led to customer churn. This was followed up with coordinated content distribution and targeted KOL collaboration, cross-channel customer acquisition, regular interactive activities and membership rewards to retain customers, and consistent brand management with a unified visual identity across platforms. The results of the implementation showed an increase in new customer conversions and a higher 6-month retention rate. This study demonstrates that synchronised social media operations can effectively address customer acquisition and retention challenges in the highly competitive FMCG market, providing actionable insights for similar SMEs. |
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