Social Media Marketing Strategy at Vivix

Introduction

In such an era of technological upgradation, all the multinational corporate firms implement digital marketing strategies for placing the brands at effective market (Hollensen, 2015). The digital marketing strategy is the best tactics in the recent times for all the businesses to increase their brand visibility in the market so that it becomes easy to attract more audience (Baker, 2014). Moreover, the businesses try to implement the digital marketing strategic planning for promoting their products and services at effective market where the customers can access the organizational products. Brand visibility, positive brand image and customer retention are the main benefits of digital marketing strategies (Ryan, 2016). It is important for the company Vivix to implement effective marketing strategies through which it can promote its products and services and retain long-term clients. 

The main issue in the company is lack of initiatives regarding digital marketing strategy that may adversely affect the promotional strategies and deteriorate the sales and profitability volume of the brand. The aim of this report is to analyse the existing issues and strategic planning of the company Vivix and explore new ideas and tactics so that brand visibility of the company can be improved and the managers can meet the set objectives and aims. Proper research regarding the organizational planning as well as feedback from the representatives of the company will be helpful for the intern to explore new ideas of digital marketing that will be beneficial for fulfilling the organizational objectives and aims of Vivix.

Background of the company

Vivix, which is one of the famous companies in modern float glass plants in the world, is located in the Municipality of Golana (Vivix, 2017a). The company entirely focuses on manufacturing the Brazilian glass plates, thus is successful in investing more than $1 billion in producing high quality glasses. It tries to use quality raw material and invest in production plant for maintaining the excellence of products and efficiency of their services. The products of the organization are colourless, laminated as well as coloured float glass and mirror glass. The company is reputed in the furniture and civil construction industries. The conglomerate tries to generate employment opportunities and is successful in creating 410 direct jobs within it as well as has placed 1500 indirect employees successfully (Vivix, 2017b). 

The technological pattern as well as manufacturing unit of the company is beneficial for it to become world’s leader in float glass technology. In such a technological edge, the company has high energy efficient production process which helps to produce supreme quality float glass in Brazil. The production output capacity of the brand is approximately 900 tons per day. The annual revenue of Vivix is approximately BRL 500 million for its quality products and efficient energy usage during the production process (Vivix, 2017c). Efficient commercial production and valuable commercial alliances with international suppliers and technological efficiency are beneficial for the company through which it tries to deliver quality float glasses. Therefore, the brand is efficient in producing quality float glass and utilising the international supply chain for distributing the products according to the market trend and customer’s preferences. 

Proficient supply chain and effective manufacturing techniques are the major success factors of Vivix through which it concentrates on gaining high competitive advantage over other competitive firms in the market. The organization takes initiatives for manufacturing the products by maintaining sustainability and reducing negative environmental footprints. Rational use of natural resources, adoption of cleaner production, energy saving mechanism and reducing greenhouse gas emission are the chief initiatives of the company through which it can focus on providing positive environmental footprint in the society (Vivix, 2017d). Through these strategic planning, the organization tries to maintain corporate social responsibility and maximise social welfare for overall social communities. 

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In the recent years, it has turned out to be necessary to implement effective marketing strategies for gaining high competitive advantage and increase brand visibility in the market so that the customers can access their products. In this regard, the company focuses on social campaign and arranging events for launching its products and services. Through campaigning and events, Vivix tries to provide relevant information to the audiences in the market regarding the products, services, price of the products and other organizational initiatives. These are the marketing strategic planning that are beneficial for the brand to retain the customers in the market and strengthen its customer’s base. However, in the recent technical era, it is necessary for all the corporate firms to implement digital marketing strategy for attracting large number of audiences to the market and retaining long term clients for the business (Vivix, 2017a). 

Role of Internship

As an intern in the company, it is possible to demonstrate the existing marketing strategic planning of it as well as to join the marketing team for analysing new opportunities in digital marketing to change its digital strategies. During the placement, the company provides a scope to identify the internal strategic planning and it helps to create marketing tactics for retaining foreign clients as well as attracting more audiences to the market. The process and internship support to attend the general meetings of the company that are beneficial for discussing the existing strategies with the supervisors. Proper analysis and understanding of the existing strategies are essential for the intern to demonstrate new ideas and tactics so that the company can expand its branches successfully. In the recent year, marketing strategies play crucial role behind the success of the firms and it is indispensable to implement effective procedures to retain more corporate clients across the globe. 

Taking part in the digital media strategy task and giving attention to the public are also beneficial to have greater insight regarding the needs and preferences of the customers. Through this task, it is also easy to acknowledge new digital media tactics through which the company can meet its goals. The internship in the company also helps to analyse the budget and cash flows of it so that it is easy to set aside financial asset for digital marketing strategies. In this regard, personal experience and general meetings as well as open conversation with the supervisors and representatives of the company are useful to analyse the expected financial resource, digital media strategies and expected return from the strategy. The internship is also advantageous to improve understanding regarding the business activities of the company which further helps to generate new ideas and tactics for gaining high competitive advantage in such a global competitive edge. 

Methodology

In order to collect relevant and valid data from the participant, there are various techniques such as case study analysis, observation, interviews and survey (Silverman, 2016). It is suitable for the researcher to choose proper data collection and data analysis technique so that it becomes possible to conduct the research successfully through studying the collected information (Flick, 2015). The methodology of conducting the study can be explained below.

Data analysis technique:

The researcher has selected the qualitative methods for understanding the existing strategies in the company and the purpose of doing business in the market. Through the qualitative technique of data analysis, it is possible to understand human behaviour and perspectives of the representatives of the company (Brinkmann, 2014). Gathering proper information is necessary in the qualitative research, so that it is possible evaluate the existing strategies successfully. The researcher also selects exploratory research design for exploring new ideas and concepts of improving the marketing strategies for Vivix. In this regard, the qualitative data analysis technique is beneficial for analysing the existing situation in the organization and its marketing strategic planning. Through evaluating the existing business scenario, the researcher has the scope to identify new marketing tactics in such a digital era. 

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In the recent years, digital media marketing is one of the famous platforms through which the company can expand its brands and promote its products and services at effective market place. Therefore, the qualitative data analysis is helpful for this particular study in order to explore new concepts regarding digital media strategy for the organization Vivix. The main purpose of the researcher behind the use of qualitative research is to understand the perception of the participants of the company and interpret it efficiently to evaluate the internal strategic planning of the company Vivix. Moreover, in order to conduct the research, it is suitable to select inductive research design for generating new concepts. Narrative description of the respondents and interpretation offer an opportunity to explore new digital media tactics through which it is easy to place the company Vivix at effective market.

Data collection technique:

As an intern in the organization, it is the responsibility to get accustomed with the employees and managers for gathering relevant data and information regarding the organization. In order to conduct the qualitative research, it is necessary to get proper data and feedback from the representatives of the organization (Taylor, Bogdan and DeVault, 2015). In this regard, the qualitative data analysis technique helps to acknowledge personal views of the respondents about the marketing strategic planning in the company Vivix. The main strategy of collecting relevant and valid data from the respondents is to design interview questions and arrange interview with the participants (Smith, 2015). There are two representatives of the company who provide proper feedback against the questions. In this regard, one respondent is marketing manager of Vivix and other is marketing junior analyst. As both these persons in the company are efficient in evaluating the marketing strategic planning, their responses are beneficial to conduct the research successfully. For being an intern of the company Vivix, it is important to maintain confidentiality and privacy so that the data of marketing planning cannot be used negatively. 

Sample questionnaire:

The researcher tries to arrange proper questionnaire to conduct the interview so that it is easy to gather in-depth knowledge and understanding of the participants. The questionnaires are,

Question 1: What is the main purpose of the business?

Question 2: Should the brand improve marketing strategies?

Question 3: How can the brand increase visibility in the market?

Question 4: Which social channel does Vivix use and who are the target audiences of it?

Question 5: What are the main strategies to enter into the social platform?

Question 6: How much financial asset is required for implementing the strategy of social media?

Question 7: What is the most popular social media platform, people are using?

Question 8: Is it possible to retain more corporate citizens through social media?

Question 9: What are the strategies of managing customer relationship through social media?

Question 10: What are the advantages of using social media for Vivix?

Thematic analysis over findings and discussion

Respondents: Marketing manager of Vivix and marketing junior analyst of Vivix

As an intern, it is a major responsibility to get proper feedback from the marketing manager of the company Vivix. The response of the manager will help to explore the business strategies and further provide a scope to recommend some suitable solutions regarding doing the business successfully through the implementation of proper marketing planning (Refer to appendix). It is also beneficial to gather proper feedback of the marketing junior analyst who can evaluate the existing situation and answer against the interview questions properly. The response of the junior analyst is also effective for identifying the existing situation and recognising better opportunities for strengthening customer base of Vivix (Refer to appendix). The response of the analyst will be evaluated further for acknowledging the benefits and strategies of social media marketing strategy which will be effective for identifying proper solutions for Vivix.

Question 1: What is the main purpose of the business?

The marketing manager tried to convey important message regarding the business and as per the feedback, it has been explored that the purpose of the business is to become a leader in the float glass industry across the globe. The organization tries to expand its business across the globe and gain high competitive advantage over other firms in the international glass market. In this new cutting-edge of technology, the company attempts to implement effective machines and encourage employee’s creativity for making their products innovative. Through technological innovation and creativity, the company also has grown the mission of maintaining environmental sustainability and retaining long term customers for its quality products. Through strengthening the customer’s base and improving technological efficiency, the company tries to increase its global presence so that it is possible to expand the business and retain global clients for sustainable development (Strauss, 2016). On the other hand, junior analyst told that, the strategic objective of the company is to grow with high profitability and sales volume. The aim of the company is to become world’s reputed company, which can be recognised across the globe for offering differentiated and innovative products. The company also tries to maximise perceived value of the customers through maintaining the quality of the organizational products and proficiency in providing services to the consumers (Scott, 2015). It is important for the marketing managers to fulfil the pre-specified objectives and aims of the company through implementing effective strategy of digital media marketing. 

Question 2: Should the brand improve marketing strategies?

As per the feedback from the marketing manager, the response is positive against the question. Vivix is a new company and there is no such marketing tactics for placing the brand at effective market. In order to improve its business activities, it is essential to reinvent the business and launch the organizational innovative products and services through appropriate marketing strategies. Marketing campaigning is one of the strategies of Vivix, but it needs to improve marketing strategic planning to cope up with new business tactics (Vivix, 2017c). The junior market analyst has stated that, the marketing strategies of Vivix are well specified and validated, and are effective to retain long-term customers for the organizational products and services. It can be understood that, the existing marketing strategies are appropriate for the organization Vivix to fulfil the strategic objectives and aims of the firm.

Question 3: How can the brand increase visibility in the market?

As per the feedback of the marketing manager, it is important for Vivix to improve relationship with the stakeholders of the company. Building strong relationship with the direct clients of the business such as Glazier and architects is important as they can provide proper opinion to improve brand visibility in the market. Emotional appeals and building strong relationship with the social communities are effective strategies through which the company Vivix can increase its brand visibility in the international market. In the recent times, relationship marketing plays a crucial role in promoting the brand, products and services in the market (Vivix, 2017c). Henceforth, it can be a good strategy for Vivix to improve relationship with the corporate clients of Vivix. 

According to the response of the respondent, the actions of the company are public oriented which helps to target the customers as well as market influencer for attracting the clients such as architects and Glaziers. The company has developed different marketing strategies for retaining the customers which is diverse from the marketing strategic planning to retain the architects and investors. In order to retain the customers, the brand focuses on building relationship as well as concentrates on high point of sale (Scott, 2015). For the architects, the company invests in high technology for maintaining quality of products and services in the industry. Apart from that, for Glazier, the company Vivix tries to improve capacity building activities, relationship management and awards for applying high technology and innovation so that it is possible to attract more corporate clients across the globe. The companies also invest in market research that is helpful for improving communication with the customers, builders and Glaziers. Restructuring the digital environment is helpful for the company to attract the audiences to the market. 

Question 4: Which social channel does Vivix uses and who are the target audiences of it?

The target audience of the company is large because the business needs direct clients such as distributors and processors of glass as well as necessities to retain long term customers for their business. It is important to strengthen the distribution channel and maintain suitable relationship with Glazier and architects for retaining the customers in the international market. Without proper distribution channel, it is not possible for the business to distribute the products across the globe and gain high competitive advantage in the international market (Scott, 2015). The company focuses on improving communication where social interaction is possible through magazines, architecture news and fashion magazines to maintain social presence and arrange events on the society. These are the main strategies for managing market communication and helping the brand to target appropriate segment of the customers where the purchase intention is high. In order to target the customers, the company has increased its presence in social network such as Facebook, Instagram and YouTube. The target audiences of the company Vivix are the customers, glaziers and architects and the strategy of brand presence in social media is a great strategy for the brand to retain them for the quality products and efficient services of the company. 

Question 5: What are the main strategies to enter into the social platform?

It is necessary to enter into social media marketing strategy as in the recent years, digital media marketing is an important tactics for all the corporate firms to move into the industry and place the brand successfully. As per the recent trend of marketing strategic planning, all the companies follow digital media for promoting their business at effective market. Moreover, the number of internet users is rising quickly year to year which further influences the brands to implement digital media strategy for successful promotion of the business. The audiences on the recent time try to access different social media sights for getting authentic and relevant information (Young, 2014). In this regard, the company can choose the strategy of relationship marketing through which it is easy to get closer to the audiences of the company and strengthen its customer’s base successfully. Without proper relationship, it is not possible for the managers to retain the corporate clients and build strong customer’s loyalty (Scott, 2015). Therefore, relationship marketing is a useful strategy for the organization Vivix that will be help to retain the customers for long run by maintaining corporate relationship and open communication with them. 

As per the feedback from the junior marketing analyst, the company tries to reshape their digital marketing strategy. The organization focuses on extending its presence in social media through differentiated strategic planning for public and social networks (Scott, 2015). For example, Facebook is the most effective platform for retaining the corporate clients and Glazier. Social media campaigning, in this regard, is another great strategy of the firm to provide relevant and valid news regarding the organization, products and services of the company. Latest information regarding product application, tips for using the products and price as well as seasonal offers through social campaigning are appropriate strategic planning of the company that improve brand presence in the market (Scott, 2015). Instagram is another visual channel through which the company can expand its branches and improve brand visibility in the market. 

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Question 6: How much financial asset is required for implementing the strategy of social media?

In order to implement the social media marketing planning, the brand needs to set aside financial resource so that it becomes easy to implement the plan and maintain it properly for successful promotion of the business. As an intern, it is the responsibility to maintain proper cash flows and manage resources for implementing the budget for digital media. As per the response of the marketing manager of the company, it is expected that around $5000000 is required. The social media strategy is expensive for the start-up business and it needs adequate resources so that the plan can be executed successfully. As per the feedback of the junior market analyst, the company tries to migrate the financial asset from the offline media to online media marketing for promoting the products and services successfully. In the recent times, the digital media marketing strategy is a great trend for all the corporate firms to promote the brand at effective international market and retain a wide range of audiences towards the company (Tiago and Veríssimo, 2014). The number of social network users is also rising rapidly which further influences the brand Vivix to implement effective digital media marketing planning in the company. 

Question 7: What is the most popular social media platform, people are using?

In the recent years, maximum numbers of people are using Facebook to interact with the social communities and improve engagement with others. Facebook, where the customers and the sales representatives of the brands can interact with each other, is widely famous. Through social media, the businesses can expand its branches across the globe and can gain high competitive advantage over other competitive firms (Tiago and Veríssimo, 2014). In the recent times, people prefer Facebook for gathering information and data through attractive post, live streaming videos and clipart. Therefore, it will be beneficial for the marketing managers of the company Vivix to develop digital media strategy through using Facebook so that the organization can reach the audiences in the market. 

In the recent times, most of the people use Facebook for getting authentic feedback from others and gathering information and latest news. Apart from that, Instagram is another media platform through which people share photos. Hereby, it is important to use effective strategy so that the company can increase its visibility in the market through Facebook and Instagram. With the use of these platforms, people can interact with each other as well as the representatives of the organization can directly communicate with the audiences (Tsimonis and Dimitriadis, 2014). Through these strategic planning, the conglomerate can expand its business and target more segment of the customers in the market. 

Question 8: Is it possible to retain more corporate citizens through social media?

In order to retain long-term customers for the organizational products and services, the digital media strategy is the best option in the recent periods. The marketing manager of the company Vivix also agrees to this point that the digital media marketing strategy will be beneficial for the company Vivix to expand business and strengthen customer’s base across the globe. As social media is a great platform for attracting audiences to the market, the organization can provide authentic information to a wide range of customers across the world regarding the product quality, price of the glass and services of the company. Providing all the valid information regarding the brand through digital media strategy is definitely valuable for the company to improve customer loyalty and hence it is an effective strategy to retain more corporate citizens based worldwide (Armstrong, et al., 2014). As per the response of the junior market analyst, it is an easy way to retain global clients and attract more audiences in the market through social media marketing tactics. Through the social media strategic planning, the company will be successful in strengthening its customer’s base in long run. In such recent globalisation era, everyone prefers to gather information and get latest news through digital media and therefore, it will be an effective strategy for the company Vivix to implement the digital media marketing strategic planning in the company for successful promotion of the brand. 

Question 9: What are the strategies of managing customer relationship through social media?

The main strategy of building strong corporate relationship with the customers, is to improve engagement with social media. The strategy is to improve conversation and increase efficiency for delivering high quality services to the customers according to their needs and preferences. Moreover, customer relationship management can be possible through resolving customer’s queries and interacting with the consumers on a regular basis for providing daily updates regarding the brand. E-mail marketing and managing commitment on quality products and efficient services are also other strategic planning for the company that can improve customer relationship management. In such recent era of global competitive market, it is necessary to improve customer relationship management so that customer loyalty and positive brand image can be improved successfully (Tuten and Solomon, 2014). The junior market analyst has suggested that the company needs to grow interest among the target audiences through developing different contents for targeting the clients, Glazier and architects. Another strategy of the company is to respond to the customers and give returns to their queries within proper time. Another important tactics of implementing the strategy is to develop question answer in order to speed up the process. This is a special feature through which the company can interact with the customers personally for understanding their actual needs and preferences. 

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Question 10: What are the advantages of using social media for Vivix?

Major advantage of implementing the strategy of social media marketing in the company Vivix is that the representatives of the organization can talk with the customers directly and share information regarding the company, products and prices. Moreover, direct communication is beneficial for the company as it provides a scope to the representatives of the organization to acknowledge the actual needs and preferences of the customers and it further helps to deliver right products to the right customers. Moreover, the social media strategy for brand marketing is beneficial as it provides a scope to retain large number of customers and attract more audiences to the market (Ashley and Tuten, 2015). This strategy is advantageous for strengthening customer’s base and improving relationship with the customers where the innovative products and quality services of the company can influence the decision making behaviour of the customers. As per the feedback from the marketing manager of Vivix, through digital media strategy, it is possible to become close to the customers and maintaining relationship with them in long run. 

The management of the company aims to expand its business through improving digital presence so that it is possible to generate greater opportunity of the brand. Major advantages of implementing the strategy of social media are high interaction with the audiences and building relationship with them. Friendly reputation and high customer base are other aids for the company through which it can fulfil the pre-specified objectives and aims. 

Through the interview, it is possible to identify the existing situation of the company including aims and objectives, marketing strategic planning, benefits of promoting the products through social media and financial budget for successful implementation of digital media strategy. The company tends to strengthen its social media marketing tactics for meeting the organizational objectives successfully. The strategic planning such as efficient financial resource, developing Facebook page, uploading news through Instagram and YouTube as well as reshaping the digital media strategy are useful for the organisation Vivix to expand their brands by fulfilling the objective of high brand reputation, profitability and sales volume. The strategic planning further helps the company to retain long run customers and strengthen their customer base by building strong relationship with them and improving customer loyalty. Hereby, social media marketing strategy is useful for Vivix to implement effective promotional strategy and run the organisation efficiently in long run. 

Conclusion

Vivix is a float glass producing company for which it is important to increase brand visibility in the market so that the company can expand its branches across the globe and secure sustainable development in near future. The marketing tactics of the company is mostly related to traditional offline media marketing strategy. However, in the recent technical era, the digital media marketing approach has high influence on the brands where it is beneficial to use digital media for successful promotional activities of them. As an intern, it is possible to arrange interview with the marketing manager and junior marketing analyst in the company for getting authentic feedback. As per the response of the respondents, it has been explored that digital marketing strategic planning is required in the company for promoting the products successfully. The marketing managers try to meet the organizational objective of placing the brand at effective market and strengthening its customer base through increasing brand visibility in the market. It is hereby necessary to recommend some suitable suggestions for the company Vivix through which they can improve brand visibility by using digital media and retain more audiences for their quality products and efficient services.

Suggested recommendations

The company needs to launch new videos through YouTube for retaining more corporate clients through positing innovative videos with simple content and relevant information. The strategy of YouTube will be beneficial to provide live videos regarding the tactics of using glass to teach Glaziers and the final customers. The company Vivix needs to utilise social media platform for building strong communication with the customers so that the representatives can understand the actual needs and preferences of the customers and maximise perceived value of the customers through delivering quality products and services at affordable price. In addition to these, the company needs to hire social media company for improving strength of promoting the brand in the market. Hiring efficient employees is also another important strategy for the company through which it is possible to improve performance where the representatives can handle their online promotional activities successfully. 24*7 service to the customers and timely support to them will be effective strategy for the company to improve engagement with the customers and build strong relationship with them. It is necessary to increase marketing team in Vivix so that all the employees can handle the marketing tactics successfully and support the customers for improving customer service. 

Appendix

Interview transcript