Page case study Herschel Supply\'s Social Strategy Herschel Supply Co. was a man
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Page case study Herschel Supply's Social Strategy Herschel Supply Co. was a manufacturer of theexpected growth was from China and the backpacks, bags, and travel accessories based United States, which had large populations of in Vancouver, Canada. Founded in 2009 by Brothers Jamie and Lyndon Cormack, the com- accessories. pany's goal was "to create a timeless product with fine regard for detail. 134) travelers with the money to spend on The market was fragmented with no single player dominating and the top brand, Jansport commanded only about a 7% global share. The Herschel designed its own products produced them in China, and sold bags in over sixty countries. In North America, the brand had 5,000 retailers including Nordstrom and Urban Outfitters and also sold on the company website run on Shopify's platform.[35] remaining top brands were Nike, The North Face, Adidas, Eastpak, Samsonite, Sestini, Xeryus, High Sierra, and Coach. Herschel was still too small to rank in the top twenty global competitors, but was gaining traction in a number of countries indluding France and Japan.[36] Backpacks represented a $13 billion global market, with projected stable growth of about 4% a year through 2018 due to the product's relatively reasonable price. Most of By 2015 Herschel's sales "were in the tens of millions according to one brother and the brand had grown 22,000% over 26 CHAPTER ONE The New Digital Landscape MacBook AirExplanation / Answer
6.Pros of using socal media for customer service:
1.customer's can share their views about the product and positive feedback helps to increase the sales. It helps to increase market research related to market share and target audience.
2.cost effective: using social media for customer service is much cost effective than establishing a customer service desk
Cons of social media for customer service:
1.Customer negative sentiments and feedback creates negative impact on the overall perfornance of the company. After reading the posts and comments the interested customer's start looking for the other company's product.
2.The company has no control over the customer's. They can post the contents they wish which adversely affect company's performance.
7.Yes the brand has run the paid advertising as markerting tool and successful too.
To increase the target audience, market share paid advertising is the best one. As a brand ambassador engaged in advertising source act as a ideal for the people. Higher amount paid on advertising increase the number of duration or frequency to appear on media which helps to increase market share.
8. 7 C's of marketing and their examples are:
1.Credibility: the customer has more faith and credibility if company has postive review. In the case above the company uses the internet for selling the product, and social media for customer service which increases it's credibility.
2.cost effective: producing product in China ( where having absolute and comparative cost advantage) , using social media for customer service to be cost effective.
3.Customers: The company increases the customer's base using online shopping tool on Shopify's platform, also using paid advertising
4.Connections:
Using social media, helps build more connections.
5.customer service: using social media as customer service source, appointing a person to deal with customer's query telephonically and through email
6.Cash: business has improve customer satisfaction and brand sentiments which improves sales and ultimately cash
7. Close: the business provides services round the clock
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