Monthly Archives: March 2019

Analysis of an Email from Just Eat

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The Email in question is offering a midweek deal on a select few restaurants. It was sent on a wednesday night and put into the promotions folder in my gmail account.

 

 

Length of Email-

The text is  limited to just a short paragraph talking about the deals on offer which is useful as not everyone wants to read a long email. It is more effective when an event triggered email gets straight to the point. However the information about the offer included with the email is limited and it would be useful to include something like the terms and conditions so the reader knows how the deal works straight away.

Frequency and timing of email-

As the email is offering money off the frequency that they are sent out is less than some other companies. Usually an email like this will come through a couple of days after you have order to attempt to convince you to order again. The email was also sent on a Wednesday night often one of the slowest nights of the week for restaurants. Therefore the timing combined with the offer of a deal is a good marketing strategy.

Illustrations/Animations-

The background of the email is bright orange catching your eye straight away and contains a GIF of different plates of food communicating the purpose of the email well while at the same time getting the reader hungry thinking about food.

Subject/Headline-

The email from Just eat immediately draws your eye when you first open you inbox as the first thing you read is “Sonny,treat yourself to some great offers”. The message is personalisied by including a name. This gives the reader more of a reason to open it than a generic message would. Furthermore the purpose of the email is to offer a deal and this is communicated to the reader of the email straight away

Hyperlinks-

The email also contains useful hyperlinks taking the reader directly to the just eat website or to the menu of the restaurants on offer.

Critical Analysis H&M website

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H&M

H&M is a Swedish multinational clothing-retail company known for its fast fashion clothing for men, women, teenagers and children. H&M and its associated companies operate in 62 countries with over 4,500 stores and as of 2015 employed around 132,000 people. It is the second-largest global clothing retailer, just behind Zara. The company has a significant online presence, with online shopping available in 33 countries

The main role of the H&M online page is to act as a transnational website. This means that potential customers are  able to browse and purchase H&Ms goods online and have them delivered to a convenient location. It is vital for organisations within the fashion sector to offer a service like this in order to attract more customers as less individuals visit conventional ‘bricks and mortar’ shops with some businesses being completely run online.

 

 

 

Competition-

The two main competitors of H&M are Zara and Asos. Both companies operate globally with huge customer bases

Zara-

Zara is a Spanish owned “fast fashion” company with over 10,000 stores worldwide. The companies target market is similar to that of H&M offering fashionable cloths at an affordable price to young teens and adults. They are well known for offering similar styles of higher end clothing at a much cheaper price

Asos-

Asos is different to H&M as they operate completely online with no “brick and mortar” stores. The quality of their products is not as good as Zara and H&M however the price of their clothing is considerably less.

Customer Segments

H&M is one of the leading fashion companies worldwide. H&M market their products at both men and women from the ages 14 and up focusing on those who are somewhat price conscious. At the same time however H&M group their customers as a market who are aware and possibly following current fashion trends of the relevant season. Consumers generally use a search engine such as google or Bing and will type key phrases in order to locate the  to  website e.g. H&M or H&M.com. Once this key phrase has been entered the website will appear as the first option to choose this will link them to the main website. At this point the website will have secondary links to follow. This is so that if the consumer knows what part of the website they want to access they can do so quickly without needing to access the home page first.

Customer Personas

Persona 1 –Tony

  • A college Student
  •  Studying for his a-levels
  • He lives with his mother, father, and tow brothers.

Demographics –

  • Male, 18 years old and living in essex
  • Works part time at a cafe
  • Earns the minimum wage.

Identifiers-.

  • Prefers to communicate over phone or through social media.

Goals-

  • Attain grade good enough to attend his first choice university

The challenges he may face-

  • Coursework deadline and workload when it comes to revising
  • Ensuring she can keep he job while also balancing her social and school life

What can be done to help-?

  • Creating a timetable where he fits in revision around his job and social life

 

Marketing message-  Time planner

Elevator pitch-  Plan on what assignments can be done first and later on.

 

Persona 2–Grace

  • A marketing intern working for a year in between year 2 and 3 of uni
  •  Wants to be offered a full time roll at the company after her internship
  • Lives in a shared house with 3 other interns in London

Demographics –

  • Female, 21 from Portsmouth
  • Annual Income of £21,000
  • Enjoys fashion

Identifiers-.

  • Doesn’t enjoy communicating over social media prefers emails or texts

Goals-

  • Obtain a job offer from her company and return to uni and graduate with a first.

The challenges she may face-

  • getting the job over other interns at the company
  • If she gets the job offer obtaining the grades she needs

What can be done to help?-

  • Making sure she is motivated and working hard in her role at the company
  • Arrange meetings with her manager to talk about the possibility of getting the role

 

Customer Journeys 

 

References

H&M. (2019). Fashion and quality clothing at the best price | H&M GB. [online] Available at: https://www2.hm.com/en_gb/index.html [Accessed 12 Mar. 2019].

The Independent. (2019). 100 best online clothes shops. [online] Available at: https://www.independent.co.uk/extras/indybest/fashion-beauty/best-online-clothes-shops-women-men-luxury-budget-vintage-discount-8092852.html [Accessed 12 Mar. 2019].