Case Study on Etiko for Believes in Leading.

 Describe about the Case Study on Etiko for Believes in Leading.

About the company

Etiko is a sports brand established in 2005 that strongly believes in 100% trade fair. The company has strong values and believes in leading by example. It is one of the rare companies that ensures that all its products are procured ethically. Since the company has a strong philosophy in helping the community, they provide micro-credit and health care support for the local communities. The agenda behind this was that the founder of Etiko Nick Savidis realized that stable employment and small businesses can help communities progress. However, to continue funding these activities the need to increase the sales of the company had become prime. To ensure the same the company would have to create a strong brand image in the market, thereby attracting customers who are generally restricted to reputed brands (Wijaya, 2013).

Available Options

Etiko currently has three options under consideration to increase its sales. The first is to use the traditional advertising and PR through which the company would gain popularity quickly. The array of advertising media available would be a plus. However, the investment for the same is substantially high. Also, the risk of sales dropping post promotion period exists. The second choice is to build the brand as the business develops. The option is economical however, the heavy competition in the current market may overthrow the company altogether. The final option is to Leverage word-of-mouth using digital marketing through corporate blogging and social networking along with press releases.

The apt option

Etiko cannot financially support heavy PR but they can make low-investment into advertising in the digital market. The best option for the company to increase sales and brand image is to implement a combination of option one and three. With the advent of internet, digital marketing has gained immense popularity especially with a lot of young generation actively using the same for communication, trade and knowledge (Tiago, 2014). The technological advances and the use of smartphones and wireless networks have increased the digital population exponentially in the new millennium. Making this place an advertising medium can be extremely beneficial. The investment is significantly low when compared to traditional advertising and the number of views are higher (Ryan, 2014). Also, managing content online can be much easier than in the real world. Some of the options available to Etiko to explore the digital market are as follows.

YouTube Advertisements

YouTube is the new T.V. The online site is home for millions of videos over thousands of channels that are subscribed by millions of users. Etiko would have to select a few channels that post videos that are related to community development, fair trade, environment sustainability and sports and have a good number of subscribers. YouTube provides companies to promote their products over these channels by running a short Ad before the video plays (Goerg, 2015). Also, the first five seconds of the Ad cannot be skipped by the user. This is the key for Etiko. The company would have to develop a short five second Ad or a simple slide show which is crisp and helps people understand in five seconds what the company does (Miles, 2014). Images of the communities it helps, there slogans and products can be used in these ads and a hyperlink to the company’s website can be provided. The page displayed by clicking the hyperlink should have bullet points of what the company does and how consuming Etiko’s product would help the user serve the community. These images would have an emotional connection to the user and help them find ways to help the community.

Instagram Ads

Instagram is an online photo and video sharing social application that had gained immense popularity. The app has around 500 million users who share images from all around the world and use pictures as a means of communication. The company has recently launched the facility to allow business to promote products on Instagram. Instagram has several Ad formats available and price ranges according to the scale of business. Photo Ads, video Ads, Carousel Ads, can all be used to reach users (Karlsson, 2016). This option can be used by Etiko to promote their brand .This is a relatively new option and hence the market is not yet crowded with these kind of promotions (Miles, 2013). There is another way as well to advertise on Instagram. For this the Etiko would have to search for users that post pictures related to the activities of Etiko and can use their accounts to post pictures of the company’s products. This is usually termed as “sponsoring the users”, where the users are paid for the promotion posts. Etiko has to make sure that these users have significant number of followers and the links to the website are provided in the comments section.

Flash Sales on online markets

Considering Amazon as one of the potential online market, Etiko can tie up with Amazon to conduct flash sales on the online market. The trend of flash sales is increasing, where a product is made available only for a certain period of time. The products to be sold on this flash sale have to be unique to make the consumer feel special (Wolverson, 2012). Having only 10 pieces of each design for sale can be a good tactic. However, these products should not be available on the Etiko’s website. Etiko can manage this as the company has an option of custom development. It is not suggestible for Etiko to become a partner with Amazon as the market place cost would be high. Rather having a sale would inculcate interest in public.

The Outside option

There is one other option that Etiko can make use of to increase its sale and brand image, that is to tie up with corporate giants. Today almost all the organizations have a Corporate Social responsibility policy through which they pledge to work for the betterment of the society (Carroll, 2015). The CSR of organizations can be an advantage to Etiko. The company would have to choose organizations that conduct regular sports activities such as corporate tournaments and runs and tie up with them as their sports apparel partner. That is Etiko would be the sports apparel vendor for these corporates. The organizations would require T-shirts for all their runs for promotions and also in there sports events. This would help Etiko make significant sales and long term customers and help the organizations increase their CSR value. Both would eventually result in the betterment of the community (Clapp, 2014).

Conclusion

All the three options provided are significant choices to develop a brand image. However, with the immense competition in the market, the most efficient way to increase sales and brand images by combining investment in advertising and taking an advantage of the digital market. Etiko can increase their sales by investing in digital advertising especially on the highly used online sites like the YouTube and Instagram. Flash sales in popular online markets is another choice that would increase the craze of the products in the market, at the same time promoting them. A out of box option is to tie up with corporates that have several sports activities and be their vendors for sports apparel there by helping the corporate fulfill their corporate social responsibility policies. All the above options incur low costs and high returns and can hence be advantageous for Etiko.

References

Carroll, A. B. (2015). Corporate social responsibility. Organizational Dynamics, 44, 87-96.

Clapp, J., & Rowlands, I. H. (2014). Corporate social responsibility. Essential Concepts of Global Environmental Governance, 42.

Goerg, G. M., Best, C., Shobowale, S., Koehler, J., & Remy, N. (2015). Advertising on YouTube and TV: A Meta-analysis of Optimal Media-mix Planning.

Karlsson, K. M. (2016). Marketing through Instagram.

Miles, J. (2014). YouTube marketing power: How to use video to find more prospects, launch your products, and reach a massive audience. McGraw Hill Professional.

Miles, J., 2013. Instagram power: Build your brand and reach more customers with the power of pictures. McGraw Hill Professional.

Ryan, D. (2014). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.

Wijaya, B. S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31).

Wolverson, R. (2012). High and low: Online flash sales go beyond fashion to survive. Time Magazine, 180(19), 9-12.

 

BoomGrades.com is a name in assignment writing services that students trust. We offer our assignment writing services for a wide variety of assignments including essays, dissertations, case studies and more. Students can place their order with us anytime as we function 24×7, and get their copies at unbeatable prices. We guarantee that all of our solutions are plagiarism-free.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with Boom Grades
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
english comp
Great paper and done before the deadline. Thank you
Customer 452509, June 15th, 2021
Public Health
Thank you so much !!
Customer 452589, November 28th, 2023
Classic English Literature
Absolutely LOVE the essay I received. I really appreciate it so much.
Customer 452529, October 25th, 2021
English comp
Got a 94% thank you!
Customer 452509, June 27th, 2021
Gerontology
Thank you so much this looks great !!!!
Customer 452585, November 4th, 2023
Literature
Absolutely LOVE having help especially from the person who wrote this last one. THANK YOU
Customer 452529, November 19th, 2021
Religious studies
I recommend this service they always help. I got an A in this project thanks.
Customer 452507, October 5th, 2021
Classic English Literature
Awesome Job... you are the best!
Customer 452531, November 27th, 2021
world civilization
Thank you for the quick response
Customer 452509, June 27th, 2021
Exercise Science
Thank you so much for your time.
Customer 452545, December 5th, 2021
Classic English Literature
Great Work as Usual. Thank you . I received an A on the paper!
Customer 452531, November 9th, 2021
Medicine
Great content.
Customer 452549, February 8th, 2022
11,595
Customer reviews in total
96%
Current satisfaction rate
3 pages
Average paper length
37%
Customers referred by a friend
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat