本篇哈密尔顿论文代写-数字营销策略讲了Kogan.com是本文选择的品牌进行分析。该品牌是澳大利亚最大的电子商务商店。Kogan.com展示和销售的主要产品是消费类电子产品和杂货。除了澳大利亚，它在美国和新西兰也有分支机构(Kogan, 2017)。尽管Kogan.com在过去经历过许多争议，但它仍然从其消费者商店直接向客户销售数千种产品。除了现有的流行品牌外，Kogan.com旗下的在线市场上也有富通等独家品牌。本篇哈密尔顿论文代写文章由新西兰第一论文 Assignment First辅导网整理，供大家参考阅读。
Choice of brand
Kogan.com is the chosen brand to conduct the analysis in this paper. The brand is known to be Australia’s largest e-commerce store. The major products displayed and sold in Kogan.com are consumer electronics and groceries. It has its branches in United States and New Zealand in addition to Australia (Kogan, 2017). Despite a number of controversies that Kogan.com had experienced in the past, it still sells thousands of products from its consumer store to the customers directly. Adding to the existing popular brands, there are also exclusive brands such as Fortis handled by Kogan.com in its online market.
Customer segmentation
The major customers of Kogan.com are as follows:
- Middle aged people (with moderate income)
- Retailers who are interested in auctions and purchase of products at discounted prices
- Adults (preferably men) with exposure to technology
People with good economic background often lookout to buy new products for their homes. Family men and women are the ones who display interests towards shopping. Such people can also afford to these products and possess knowledge on electronic appliances needed to furnish their houses (Ruslan, 2010).
The other group of the customers includes adults who have a stronger grip on technology. Such people indulge in comparison between sites to land up in the platform that sells at the lowest price. These are shopaholics who consistently purchase. It is mentioned as preferably men because men are found to have better inclination towards electronics, sports and gaming products. On the other hand, women show interests in apparels and beauty products that are less noticed in Kogan.com.
The final customer group is the physical retailer. Kogan.com has shut down all its physical retailer stores and transformed its business as online only (Lambrecht and Tucker, 2013). Hence, there are retailers in the market who would be interested in purchase of products at auctions or special rates that are less than the market prices. This can benefit them in terms of profitability. They tend to show maximum interests and are regular buyers from Kogan.com.
It is appropriate to classify these customers into segments – benefit seekers, family focused and budget conscious shoppers. These customers look for economic and product benefits. Most of the products available on Kogan.com are appropriate for family use. These customers also tend to be conscious towards budget so that they make better profits at less expense.
