Online Marketing at Big Skinny

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Online marketing at Big Skinny
Case analysis and recommendation
Recommendation: Big Skinny should revise the online marketing approach by taking one strategy at a time, making it success and then jump to another.

Rationale:
After analyzing the case it is recommended that Big Skinny should revisit their online marketing options and prioritize what they should be concentrating on to make a good stand in online market and create a brand name. This would help them create a customer base whom they can introduce with new buying options later on. They should start with social media, interactive marketing and online distributors first. For making their online marketing campaign a success it is necessary that customers are confident of their product. Wallets are a kind of product which are best analyzed by touching and feeling the material. So the people who have already owned a big skinny wallet or have heard enough about the brand will be most confident to buy it online. So its possible that in initial days of their online market they will get large number of repeat purchases and lesser new purchases. For creating their brand value online, initially they should only use online distributors who are trusted by the customers, like Amazon and ebay . This would also help avoid the glitches like wrong discount coupon distribution and many other losses associated with it. They should be selective when it comes to the reputation of the website which is distributing their product and make sure that customer revisits the site because of their product and not just to find some discounted deals. As they already have a huge and happy customer base they should inspire these customers to come online and promote other people to buy their product using social media. They can also introduce some kind of reward point system for regular customers to encourage them to visit their online resources and buy product form there and leave recommendations. Other

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